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Social Selling mit LinkedIn

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Social Selling mit LinkedIn. Die heisse Alternative zur Kaltakquise. Ein Vortrag zum Partnertag von OXID eSales am 12 November 2019 in Freiburg.

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    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
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    Ihre Nachricht erscheint hier

Social Selling mit LinkedIn

  1. 1. Dr. Michael Kausch 12. November 2019 Social Selling Die heiße Alternative zur Kaltakquise
  2. 2. © vibrio 2019 http://vibrio.eu 2 Was ist eigentlich das Problem? Kaltakquisition wir immer schwieriger Die Kunden weichen der Werbung aus ˃ Adblocker
  3. 3. © vibrio 2019 http://vibrio.eu 3 Was ist eigentlich das Problem? Kaltakquisition wir immer schwieriger Die Kunden weichen der Werbung aus ˃ Adblocker Die Kunden wissen nicht was sie wollen > Maslowsche Bedürfnisse Psychologische Bedürfnisse Sicherheitsbedürfnisse Soziale Bed. Indivi- dualbed. Selbstverwirklichung
  4. 4. © vibrio 2019 http://vibrio.eu 4 Was ist eigentlich das Problem? Kaltakquisition wir immer schwieriger Die Kunden weichen der Werbung aus ˃ Adblocker Die Kunden wissen nicht was sie wollen > Maslowsche Bedürfnisse Die Kunden vertrauen Menschen, die wir nicht kennen > Neue Influencer
  5. 5. © vibrio 2019 http://vibrio.eu 5 Und woher kommen die Probleme? Information Overflow führt zur Werbeflucht Social Media organisiert kritische Kunden erzeugt neue Influencer Der Kunde/Rezipient wird König Das Web 2.0 Soziale Medien
  6. 6. Und was ist jetzt die Lösung ? © vibrio 2019 http://vibrio.eu 6
  7. 7. Social Selling statt Hard Selling © vibrio 2019 http://vibrio.eu 7
  8. 8. Ein guter Engel … © vibrio 2019 http://vibrio.eu 8
  9. 9. … bietet keinen Bauchladen an, sondern … © vibrio 2019 http://vibrio.eu 9
  10. 10. … schaut nach, wo es weh tut, und … © vibrio 2019 http://vibrio.eu 10
  11. 11. … hat das richtige Medikament vorbereitet. © vibrio 2019 http://vibrio.eu 11
  12. 12. Social Selling ist Content Marketing © vibrio 2019 http://vibrio.eu 12 What helps people, helps business. (Leo Burnett)
  13. 13. © vibrio 2019 http://vibrio.eu 13 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1
  14. 14. © vibrio 2019 http://vibrio.eu 14 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1 2 Zuhören (Monitoring)
  15. 15. © vibrio 2019 http://vibrio.eu 15 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1 Needs analysieren32 Zuhören (Monitoring)
  16. 16. © vibrio 2019 http://vibrio.eu 16 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1 Needs analysieren3 Inhalte publizieren42 Zuhören (Monitoring)
  17. 17. © vibrio 2019 http://vibrio.eu 17 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1 Needs analysieren3 Inhalte publizieren4 Kontakt aufnehmen5 2 Zuhören (Monitoring)
  18. 18. © vibrio 2019 http://vibrio.eu 18 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1 Needs analysieren3 Inhalte publizieren4 Kontakt aufnehmen5 2 Zuhören (Monitoring) Dialog etablieren6
  19. 19. © vibrio 2019 http://vibrio.eu 19 Der Social Selling Prozess im ersten Überblick Zielgruppen recherchieren1 Needs analysieren3 Inhalte publizieren4 Kontakt aufnehmen5 2 Zuhören (Monitoring) Dialog etablieren6 Kontaktschleife Content-Schleife
  20. 20. © vibrio 2019 http://vibrio.eu 20 Das Social Selling Ökosystem Social Selling Plattform Content Plattformen Dialog Plattformen Blog Website Social PR Inbound Marketing HubSpot Hootsuite Smarp Scompler Brandwatch
  21. 21. © vibrio 2019 http://vibrio.eu 21 Anforderungen an die Social Selling Plattform Präsenz der Zielgruppen Optimale Recherche- Möglichkeiten Gute Publikationsplattform Dialogfähigkeit Social-Media-Integration
  22. 22. © vibrio 2019 http://vibrio.eu 22 LinkedIn ist das Ökosystem für Social Selling LinkedIn ist das global führende professionelle soziale Netzwerk
  23. 23. © vibrio 2019 http://vibrio.eu 23 LinkedIn ist das Ökosystem für Social Selling 13 Mio Nutzer in D Xing: 15 Mio (in 2019) Im Vergleich zu Xing Mehr Entscheider Mehr international agierende Unternehmen Bessere Social-Media- Integration
  24. 24. © vibrio 2019 http://vibrio.eu 24 Fallbeispiel 1 Unternehmen A betreibt eine Online- Plattform für Lieferkettenmanagement für Airbus Industries Marktanteil 80 % Ziel Übertragung des Business-Modells auf Liefermanagement Boeing Strategie Identifikation von 200 Entscheidern der wichtigsten Boeing-Lieferanten Monitoring der Entscheider und deren Unternehmen Etablierung einer LinkedIn Gruppe und von LinkedIn Fokusseiten Bereitstellung von Content zu relevanten Themen Reaktive 1:1-Ansprache ˃ Lead Management
  25. 25. © vibrio 2019 http://vibrio.eu 25 Fallbeispiel 2 Anbieter von Technischen Seminaren für Data Analytics mit „R“ Ziel Teilnehmerakquisition Strategie Recherche von Verantwortlichen Business Intelligence Schulungsleitern Data Analysts „R“-Entwicklern … In Region DACH Komplexe und heterogene Zielgruppen! Bereitstellung von Content zu relevanten Themen Reaktive 1:1-Ansprache ˃ Lead Management
  26. 26. © vibrio 2019 http://vibrio.eu 26 Schritt für Schritt durch ein Projekt Vor dem Start Definieren Sie ein Pilotprojekt nach opportunistischen Kriterien Zielgruppe definieren Prüfen, ob die Zielgruppe in LinkedIn adressierbar ist Prüfen, ob ein Sales-Team für LinkedIn motivierbar ist Klare Ziele in Form von KPIs setzen Wie viele identifizierte Leads? Wie viele qualifizierte Sales-Leads? Wie viele Abschlüsse? In welchem Zeitraum? Cost-per-Lead vorgeben
  27. 27. © vibrio 2019 http://vibrio.eu 27 Schritt 1: LinkedIndianer auf den Kriegspfad schicken Content-Container etablieren, optimieren und zuordnen Unternehmensseite Fokusseiten LinkedIn-Gruppen Mitarbeiter-Profile
  28. 28. © vibrio 2019 http://vibrio.eu 28 Schritt 1: LinkedIndianer auf den Kriegspfad schicken Content-Container etablieren, optimieren und zuordnen Unternehmensseite Fokusseiten LinkedIn-Gruppen Mitarbeiter-Profile Mitarbeiter-Profile optimieren Kommunikationstrainings für Mitarbeiter*innen
  29. 29. © vibrio 2019 http://vibrio.eu 29 Schritt 2: Anschleichen Zielpersonen recherchieren Nutzung des LinkedIn Sales Navigator LinkedIn ist die führende Datenkrake Recherche über interne oder externe Ressourcen Zielpersonen als Leads anlegen Zielunternehmen als Accounts anlegen Lead-Empfehlungen auswerten „Ähnliche Leads“ News auswerten als Kontakt-Auslöser New-Job-Mitteilung nutzen Profil-Besucher auswerten
  30. 30. © vibrio 2019 http://vibrio.eu 30 Schritt 3: Content bauen Redaktionsplan aufsetzen Optional Redaktionssystem etablieren Mechanismus zum internen Sharing etablieren (Mein Favorit: Smarp!) Basis sind die recherchierten Themen der potentiellen Leads Plattformen: Eigene LinkedIn Beiträge Eigene LinkedIn Artikel („Pulse“) Eigene Slideshare Publikationen Firmenprofil und -Beiträge Fokusseiten Externe Links Kampagnen
  31. 31. © vibrio 2019 http://vibrio.eu 31 Schritt 4: Beobachten Monitoring mit Alert-Funktion Beobachtung der LinkedIn- Aktivitäten der Leads und deren Unternehmen Internes oder externes Monitoring Zur Recherche der relevanten Themen der Zielgruppen Zur Definition des „richtigen“ Zeitpunkts der Kontaktaufnahme
  32. 32. © vibrio 2019 http://vibrio.eu 32 Schritt 5: Smarter Überfall InMail Zentrales Tool zur ersten Lead- Ansprache Nachrichten an Nicht-Kontakte Anzahl der In-Mails abhängig vom Account Verweis auf eigene Inhalte „Ich fand Ihre Mitteilung über xy interessant. Vielleicht für Sie interessant: Ich selbst habe hierzu folgendes veröffentlicht …“
  33. 33. Der Social Selling Prozess im zweiten Überblick © vibrio 2016 http://vibrio.eu 33 Firmenprofil Pull Mktg Fokusseiten Pull Mktg Persönliche Profile Pull MV LinkedIn Pulse Pull Vertrieb Lead Recherche Push Vertrieb Lead Management Push Vertrieb Unternehmen Potentieller KundeGruppenmgmt Push Mktg Publishing LinkedInAds Mktg Push LinkedIn Slideshare Pull Mktg
  34. 34. © vibrio 2019 http://vibrio.eu 34 Gar nicht soooo einfach … Social Selling ist eine große Herausforderung für die Organisation Social Selling ist Smart Selling Social Selling ist Story Telling Social Selling ist Social Marketing
  35. 35. © vibrio 2019 http://vibrio.eu 35 Gar nicht soooo einfach … Vertrieb muss Leads selbst generieren Marketing muss Themen für Vertrieb aufbereiten
  36. 36. © vibrio 2019 http://vibrio.eu 36 Gar nicht soooo einfach … Vertrieb muss Leads selbst generieren Marketing muss Themen für Vertrieb aufbereiten Kunden und Partner geben Themen vor Themen werden vielfältiger Hohe Anforderungen an Emotionalisierung und Personalisierung Storytelling ist komplexer, als egozentrisches Marketing Grenzen zwischen Vertriebs- und Markenkommunikation verwischen
  37. 37. Social Selling ist Storytelling und setzt „Themenreife“ voraus Vom Egozentriker zum Themenführer © vibrio 2016 http://vibrio.eu 37 Autistische Kommunikation Produkte Unternehmen Messen/Events Awards Partnerorientierte Kommunikation Customer Win Referenzberichte Kooperationen Employer Branding CSR Themenorientierte Kommunikation Marktthemen Markttrends Technologische Trends
  38. 38. Von der Kundenkommunikation zur Customer Experience © vibrio 2016 http://vibrio.eu 38 Die Kunden- kommunikation Die Kunden- zufriedenheit Customer Lifecycle Customer Experience
  39. 39. Eine neue Haltung in der Kommunikation Neue Kompetenzen für Mitarbeiter Neue interne Geschäftsprozesse Eine neue Arbeitsteilung zwischen Sales und Marketing Neue Tools © vibrio 2016 http://vibrio.eu 39 Die Herausforderungen an Social Selling sind groß
  40. 40. © vibrio 2019 http://vibrio.eu 40 Zusammenfassung: Die Erfolgsfaktoren Notwendige Voraussetzungen: Zielgruppen müssen in LinkedIn präsent sein Zielgruppen sind identifizierbar Über Funktionen, Themen, Regionen, Erfahrungen, … Eigene Präsenz Eigener Content Engagierter Vertrieb Ressourcen und Budget Hilfreiche Rahmenbedingungen Zielgruppen kommunizieren aktiv in LinkedIn Unterstützung durch eine verständnisvolle Agentur ;-)
  41. 41. Vielen Dank für Ihre Aufmerksamkeit © vibrio 2019 http://vibrio.eu 41
  42. 42. Hier finden Sie mich! © vibrio 2019 http://vibrio.eu 42
  43. 43. Folie 29: konradbak @ stock.adobe.com Folie 30: beeboys @ stock.adobe.com Folie 31: shchus @ stock.adobe.com Folie 32: Wayhome Studio @ stock.adobe.com Folie 34: psdesign1 @ stock.adobe.com Folie 35/36: alfa27 @ stock.adobe.com Folie 37: Robert Kneschke @ stock.adobe.com Folie 39: lassedesignen @ stock.adobe.com Folie 40: Dmitry Lobanov @ stock.adobe.com Folie 41/42: Nejron Photo @ stock.adobe.com Folie 1/6: bluedesign @ stock.adobe.com Folie 2-4: Romario Ien @ stock.adobe.com Folie 5: Saimen @ photocase Folie 7: ArtFamily @ stock.adobe.com Folie 8: R. Gino Santa Maria @ stock.adobe.com Folie 9: Alexander Raths @ stock.adobe.com Folie 10: Maksym Povozniuk @ stock.adobe.com Folie 11: very_ulissa @ stock.adobe.com Folie 13/21: Olivier Le Moal @ stock.adobe.com Folie 22/23: Minerva Studio @ stock.adobe.com Folie 24: Felifoto @ stock.adobe.com Folie 25: Right 3 @ stock.adobe.com Folie 26: zhukovvvlad @ stock.adobe.com © vibrio 2019 http://vibrio.eu 43

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