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Social Selling: How to Establish Your Professional Presence Online
- 1. Social Selling Speaker: Susana Landeira, Social Selling Lead, Microsoft April 21st 2016 Vancouver, Canada
- 2. Why Social Selling at Microsoft?
- 3. 3 Selling Goes Social Social Sellingis a tactic designed to influence buyers earlier in the buying cycle. Awareness Research Consideration Decision Wheretraditionalsellingcurrently influencesbuyers It establishes sellers as industry experts through updated online profiles and content-based activities. Microsoft Confidential
- 4. The Microsoft Social Selling Program
- 5. 5 Microsoft Social Selling Program LinkedIn Sales Navigator • Premium service that gives you greater visibility, accessibility, and connectivity with accounts and leads Coaching • Full-time, one-on-one coaching on social selling, including help updating your profile, increasing your presence, and engaging more effectively Content • Sales-enablement copy for use on your social networks to help you engage, using tools such as Sociabble, Elevate, etc. Microsoft Confidential
- 6. 6 Microsoft Social Selling Program (MSSP) Microsoft Confidential6 Champion Coach Support Infrastructure supporting this initiative focused on 3 Key pillars
- 7. 7 Measuring Success: Tracking Social Influence Training completion SSI Social- Influenced Leads
- 8. 8 Measuring Success: Your Social Selling Index Score Visible when you subscribe to LinkedIn Sales Navigator
- 10. 10 Highly engaged social sellers are generating 38% opportunities Microsoft Social Sellers have generated 1.7x more pipeline, have been able to influence deal revenue over 20% Sellers who participated in the Social Selling Program closed an average of 58% more deals per rep vs non social sellers. Social Selling Works Microsoft Confidential Microsoft Social Sellers are growing their Business Decision Maker (BDM) connections 1.4x faster than peers and have 4x more BDM contacts on CRM
- 11. 11 SSI measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships, which are the four elements of social selling, each worth 25 points, for a total perfect score of 100 Microsoft Canadian Sellers SSI breakdown Total 15 10 7 21 Avg Build relationships Avg Engage with insights Avg Find the right people Avg Establish your professional brand
- 12. 12 New Contacts Canadian Social Sellers are consistently identifying new contacts and adding them on Dynamics CRM vs non-Social Sellers New Contacts by audience are business contacts vs technical contacts
- 13. 13 Social Selling Influenced Pipeline 1 3 July September November January March Social Selling Influenced Pipe Value
- 14. 14 1. Establish goals for your professional social presence. What do you want your digital reputation to be? 2. Establish an official champion, coach and support (1 person or many) 3. Set up content feeds so you can curate thought leadership (Feedly, Flipboard) 4. Optimize your LinkedIn Profile Engage! Like, Comment, Forward information at least twice per week, remember that the more active you are, you become more relevant and your SSI score goes up (set it up as a calendar reminder) Share! Take the challenge to post an article, record a video, post pictures when you speak at an event, it is all part of building your network (Read, read, read be hungry to learn more as it will give you more ideas to write) Be personable and authentic! 5. Use LinkedIn search to find and connect with the right people. If budget allows, sign up for LinkedIn Sales Navigator. 6. Attend customer, partner and industry events and connect on social media with leads afterwards! Key Takeaways! Tips and Tricks to get started today - Microsoft Confidential 1 4
- 15. Questions?
- 16. THANK YOU
Hinweis der Redaktion
- Social selling is a tactic designed to engage buyers where they are, and for most prospects in our industry, that’s LinkedIn. By establishing sellers as industry experts through tailored profiles and content-based activities, sellers can become a part of the customers’ journey activities.
- The MSSP is composed of three elements: LinkedIn Sales Navigator as a Social Selling Tool. A dedicated group of Social Selling coaches trained and savvy on LinkedIn, Social presence optimization, Twitter best practices, among others. And approved/curated content, all Social sellers need to have content to share, like, comment on. We leverage a tool called: Sociabble which aggregates MSFT content from different social media outlets into a dashboard for sellers to easily pick and choose what they would like to share according to their focus.
- MSSP was built based on 3 pillars: Social Selling Lead, Coaching Team and a Support Desk. In your case, these pillars might be the same person or might be a small team, but it is important to offer all three to be able to . Program lead: Drive the Social Selling Program strategy Evangelize the MSSP to drive wider adoption Manage relationship and direction of the coaching team as well as support desk Oversee all aspects of the program development, management & execution: contracts, content, tools, reporting & global rollout Lead social content efforts leveraging tools such as Sociabble and Elevate Coaches Deliver group onboarding sessions 1:1 coaching session to help optimize seller’s LinkedIn profile and social presence SSI Sessions: 1:1 to help boost Sellers’ SSI. Leadership Team Executive Profile Review: Interview & create customized profile Measuring program success Support Desk Issue and track LinkedIn Sales Navigator activation as well as Sociabble activation Support for all Social Selling Program questions and issues Reporting-seller onboarding status, SSI, Socially Influenced Opportunities, etc. Customer Relationship Management (CRM) system maintenance, issue resolution, and efficiencies
- Creating a professional brand Establish a professional presence on LinkedIn with a complete profile Profile completeness Multimedia on profile, cover photo* Endorsements Long form posts* & followers from posts* Finding the right people Prospect efficiently with powerful search and research capabilities People searches (on LinkedIn.com or in Sales Navigator*) Lead Builder* / Advanced people searches (in Sales Navigator*) Profile views (on LinkedIn.com or in Sales Navigator*) Prospecting profile views (third degree or out of network) Inbound profile views Leads saved* (in Sales Navigator*) Days active (on LinkedIn.com or in Sales Navigator*) Engaging with insights Discover and share valuable information to initiate or maintain a relationship Shares (short form posts) Engagements given and received (likes, comments, reshares) Engagements received on long-form posts (likes, comments, reshares) Messages sent + InMail response rate* (multiple types) Groups joined Accounts saved* (in Sales Navigator*) Research views* (account page views + homepage scrolls in Sales Navigator*) Building strong relationships Expand your network to reach prospects & those who can introduce you to prospects Connections VP+ connections Internal connections (with other coworkers) Acceptance rate for connection requests sent*
- Microsoft recently partnered with LinkedIn to conduct an in-depth Social Selling ROI analysis that no other company has ever done before. We merged our CRM database (July 1st 2014-July 1st, 2015) with LinkedIn’s engagement database. LinkedIn then analyzed all of the LinkedIn activity for each opportunity from the opportunity owner at that specific account for 6 months prior to the opportunity being created all the way thru opportunity close.
- You’ll note the four pillars representing the four elements of social selling, each worth 25 points, for a total perfect score of 100. The point here is not to sweat reaching 100, tempting though that may be, but to merely strive to improve. If I am analyzing the team in Canada, I see that we have room to improve in Engaging with Insights, so I would probably reach out to the sellers with lower scores and invite them to chat about different strategies they can apply such as InMails sent or Likes, Shares, etc.
- One of the new enhancements to the program we did earlier this year was building a dashboard where we can have a high level overview of the program, the dashboard is built bringing information from our HR, CRM and Support Desk System and provides data visualization in a way that it is easy to consume and understand. Here you have a couple of examples where we see the breakdown of New Contacts of Social Sellers vs Non-Social Sellers.