How to Sell More with Social Every Employee, Every Deal, Every Time Michael Idinopulos, PeopleLinx CMO Join the conversation on Twitter @ThueLMadsen #KISSwebinar Your Presenter Michael Idinopulos – CMO - @michaelido ! ! Michael is currently Chief Marketing Officer at PeopleLinx. He previously served as Chief Customer Officer at Socialtext, bringing the first social software inside corporate, nonprofit, and government organizations. Before joining Socialtext, Michael was a consultant and global Director of Knowledge Technology with premier strategy consultancy McKinsey & Company, where he led pioneering enterprise deployments of blogs, wikis, and social networking. Michael holds a Ph.D. in philosophy from U.C. Berkeley and currently lives in Philadelphia with his wife and three children. Join the conversation on Twitter @Michaelido #KISSwebinar What is Social Selling? Section One Leveraging digital social networks to create and nurture relationships which enhance your sales efforts. Social Selling is NOT… …delivering the hard sell on LinkedIn.! ! …closing deals on Twitter.! ! …a replacement for talking to prospects.! ! …a magic bullet for making quota.! Why Social Selling? Reps Sell More By Using Online Social Networks Social Touches Every Part of the Sales Funnel… …and Every Role in the Sales Organization Marketing Leverage employee social networks to build brand awareness and generate leads. How do we get from there to here? Social Selling Maturity Model Step 1: Random acts of social The problem is…it’s random Step 2: Corporate Social Broadcasting Broadcasting is not social 84% trust personal recommendations Section Three v. 15% trust recommendations from brands The problem is…it’s not social With measurement comes optimization Step 5: Predictive Optimization With process comes measurement With measurement comes optimization Content shelf life varies dramatically by network What if you knew… …where social interactions influenced pipeline and deal closes? …which social networks offer your company maxim al ROI as measured by pipeline generation and closed deals? …when is the optimal time in the deal cycle for the rep to connect with a prospect on LinkedIn? Where is your team on the maturity model?

1. How to Sell More with Social
Every Employee, Every Deal, Every Time
Michael Idinopulos, PeopleLinx CMO

2. Join the conversation on Twi!er
@ThueLMadsen #KISSwebinar

3. Your Presenter
Michael Idinopulos – CMO - @michaelido
!
! Michael is currently Chief Marketing Officer at PeopleLinx. He previously
served as Chief Customer Officer at Socialtext, bringing the first social
so#ware inside corporate, nonprofit, and government organizations. Before
joining Socialtext, Michael was a consultant and global Director of
Knowledge Technology with premier strategy consultancy McKinsey &
Company, where he led pioneering enterprise deployments of blogs, wikis,
and social networking. Michael holds a Ph.D. in philosophy from U.C.
Berkeley and currently lives in Philadelphia with his wife and three
children.

4. Join the conversation on Twi!er
@Michaelido #KISSwebinar

5. Table of Contents
1 Section One – What is social selling?
2 Section Two – Why social selling?
3 Section Three – How do you get there from here?

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7. What is Social Selling?
1

8. What is Social Selling?
Section One
Leveraging digital social
networks to create and nurture
relationships which enhance
your sales efforts.

9. Social Selling is…
Section One
…endorsing a customer on LinkedIn.
…running LinkedIn searches for outbound targets.
…liking a client’s Facebook post.
…sharing the company’s latest blog post on Twi"er, LinkedIn, Fac
ebook, and Google+.
…studying prospects on LinkedIn and Twi"er before a meeting.
…following key accounts on Twi"er.
…retweeting a client.

10. Social Selling is NOT…
Section One
…delivering the hard sell on LinkedIn.
…closing deals on Twi"er.
…a replacement for talking to prospects.
…a magic bullet for making quota.

11. Why Social Selling?
2

12. Reps Sell More By Using Online Social Networks
Section Two
Source: Aberdeen Group
64%!
55%!
54%!
49%!
48%!
42%!
Team quota attainment! Renewal rate! Forecast accuracy!
Social Sellers! All Others!
n=182!
30%!

13. Social Touches Every Inch of the Sales Funnel…
Section Two
Outbound: target identification
Lead generation! Inbound: traffic generation
Qualification!
Opportunity!
Upsell!
Referral!
Qualify leads based on social profiles!
Research prospects before pitch
Engage with customers
A!ract referral leads!
Awareness!
Influencers, content marketing!

14. …and Every Role in the Organization
Marketing
Section Two
Leverage employee social networks to build
brand awareness and generate leads.
Cultivate thought leaders on Twi!er.
Inside Sales
Outbounding: Use LinkedIn to generate call lists
based on target market criteria; research leads
(LinkedIn, Twi!er, Facebook) before calling.
Inbound leads: Qualify inbound leads using
LinkedIn & Twi!er data before passing on to
Outside Sales.
Outside Sales
Research prospects for role, interests, work
history, etc. (LinkedIn, Twi!er, FB)
Connect to late-stage prospects (LinkedIn,
Twi!er)
Non-Sales Roles
“Everyone’s in Sales”. Share interesting content
and celebrate company success across social
networks. Leverage social graph.

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16. How do we get there
from here?
3

17. Social Selling Maturity Model
Section Three

18. Social Selling Maturity Model
Section Three

19. Step 1: Random acts of social
Section Three

20. The problem is…it’s random
Section Three

21. Step 2: Corporate Social Broadcasting
Section Three

22. People want to hear from people
84%
trust personal
recommendations
Section Three
v. 15%
trust recommendations
from brands
Source: Gartner

23. The problem is…it’s not social
Section Three

24. Step 3: Employee training
Section Three

25. The problem is…it’s not sticky or scalable
Section Three

26. Step 4: Sales Process Integration
Section Three

27. With process integration comes standardization
Section Three

28. With standardization comes measurement
Section Three

29. With measurement comes optimization
Section Three

30. Step 5: Predictive Optimization
Section Three

31. With measurement comes optimization
10
9
8
7
Clicks LinkedIn Twi!er
6
5
4
3
Section Three
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

32. Content shelf life varies dramatically by network
100.0%
90.0%
80.0%
70.0%
Content Performance LinkedIn Twi!er
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1st
hour
Two
Weeks
3.5
days
Section Three

33. What if you knew…
Section Three
…where social interactions influenced pipeline and
deal closes?
…which social networks offer your company maxim
al ROI as measured by pipeline generation and clos
ed
deals?
…when is the optimal time in the deal cycle for the r
ep to connect with a prospect on LinkedIn?

34. Where is your team on the maturity model?
Section Three

35. Questions?
Michael Idinopulos
CMO
PeopleLinx
@Michaelido
midinopulos@peoplelinx.com
Thue Madsen
Marketing Associate
KISSmetrics
@ThueLMadsen
tmadsen@kissmetrics.com

36. THANK YOU
Michael Idinopulos
CMO at PeopleLinx