1. The Who’s of Social
Selling
The next phase in
Effective Social Selling

2. Agenda
 Introduction
 Review Social Listening
 Who should we bother?
 Who should listen and Who should we listen to?
 Understanding Who is talking
 Action SBI – Social Business Intelligence
 Engaging with the right Who, the right way.
 Making the most of the Who we are talking to.
 Leveraging other Whos.

3. Introduction:
Whoville
 The social media landscape can often feel like Whoville.
 We can hear the voices of the inhabitants, yet we cannot
determine which Who is who (Twitter handle, userid for
blogging, they do not describe a person very well).
 What we need is a way to magnify the image of each Who. A
way to get an understanding of the role and opinion of the
people we are monitoring.
 What sales people need is a playbook for engaging with certain
people. Something that says when and why to contact a Who.

4. Review Social Listening
 Who should we bother?
 1 billion on Facebook
 89% of the world on some social network
 500m tweets a day
 Your prospects are online and talking! We should be
trying to engage with all of them.
 But how to engage a Who?
 First, we filter.
 Then we research
 Finally we engage

5. Review Social Listening
 Who should we listen to?
 We should look for those Who feel pain
 Those Who are asking for a solution
 Those Who are talking about our competition
 (Sound familiar? The tools have changed, not the
rules)
 Who should listen?
 EVERYONE THAT CAN!

6. Review Social Listening
 The Teambox Example
 Most of our customers came from Twitter and LinkedIn
conversations
 Hunted for people discussing our competition
 Hunted for people tired of missing appointments or talking
about email overload
 Hunted for Who’s (Project Mgrs, C-Levels, VPs) that
expressed team delays or project strain
 Closed an average of 40% of our sales via Social leads.

7. Understand Who is Talking
• Contact Intelligence
– Who is our Who?
– Role
– Habits
– Industry
– Relationships
– Likes and Groups
– Where does our Who spend time?
– What does our Who have to say?

8. Understand Who is Talking
InsideView’s Contact List Building Capabilities

9. Receive Alerts About Who is Talking
Understand what
your prospects are
Receive alerts
talking about on
about when your
social media
prospects are
mentioned online
InsideView screenshot
 InsideView sends daily emails to sales professionals about when their prospects are mentioned online or
through social media
 Sales reps that rapidly responded to trigger events via social media saw: 5.7% increase in lead conversion
rate and a 9.5% increase in annual revenue**
**"Social Selling: Best-in-Class Targeting of the Right Message, at the Right Time, for the Right Person" Aberdeen
Group; 2012. (Survey of 173 end-users)

10. Understand Who is Talking
• The empowered connection
– Reaching out to our Who with information that is
relevant to their role and industry
– Being able to address what social behavior shows is
important to our Who
– Staying on top of the status of our Who’s
organization.

11. Social Business Intelligence
 ActionSBI: The alert needed to get into the
social networking mix and the information
needede to be contextually relevant to the
conversation.
 Engaging with the right Who, the right way.
 Making the most of the Who we are talking to.
 Leveraging other Whos.

12. Social Business Intelligence

13.  The right Who, the right way
 Leverage connections to determine Who is going to
get you moving towards an opportunity.
 Understand what these Whos are concerned with.
 Uncover what interests your Who.
 Design an engagement plan that incorporates all
aspects.

14.  The right Who, the right way - Example
 At Over65Insure.com we were looking for Seniors that
needed Medicare supplemental insurance.
 We set up tweet and blog post filters specifically looking for
people asking about Medicare and talking about retiring.
 We would study the person communicating and learn what
they did professionally.
 We would study what groups they were in on any networks
we could access. (FB, LI, Twitter).
 We would then plan phone call with the intel at hand.
 45% GREATER CHANCE OF A SALE FOR SOCIAL
STARTED CALLS OVER COLD CALLS FROM
INSURANCE COMPANY WEB LEADS

15.  Making the most of the Who we are talking to.
 Engage through the right channel. If people are
tweeting, don’t mail them a sandwich.
 Gain access by adding them on networks and
gathering contact information.
 Think Socially and look for mutual connections that
can become references or send them to people to
connect with that can be social evangelists for your
brand.

16.  Leveraging other Whos.
 Within your organization
 Within theirs
 Across the social landscape
 Other people getting involved and helping champion
your efforts is at the very core of a Social sales plan.

17. The Who’s of Social
Selling
Karl Goldfield
@karlgoldfield
ready@actionsbi.com
Download the free eBook at http://actionsbi.com