Featuring Lauren Somers, Digital and Social Media Marketing Manager, HSBC. Hear from your peers in Sales and Marketing leadership roles as they share real world social selling best practices learned at their own companies

2. ​ Lauren Somers
Digital & Social Media
Marketing Manager
“A Marketer Looks at Sales:
Marketing’s Role in Social Selling”

3. 6,100
offices globally
48m
customers
72
countries

4. • The changing role of marketing
• Bringing social selling into HSBC
• The benefits of collaboration
• Top tips for launching social selling
Agenda

5. The Changing Role of Marketing

6. INTERNAL

7. Brand Is
What You Do

8. Be Where Your
Customers Are,
Not Where You
Want Them to Be

9. Source: http://www.adweek.com/socialtimes/most-social-ceo/501555?red=at

10. Bringing Social Selling
into HSBC

11. In 2014, there were a record
5.2 million
private sector businesses…
up 6.7% since the start of 2013
Why Is Social Selling
Important to HSBC?

12. Source: Google/Millward Brown Digital “The Changing face of B2B marketing”
Shift in B2B Researcher Demographic

13. Google, 2015
86%used online banking
48%visiting a branch
vs.

14. Initiating Social Selling –
Getting the Sales Teams on Board

15. INTERNAL
Create a LinkedIn Profile
Who Am I and What I Can Do

16. INTERNAL
Being Active and Sharing
Reaching Out to Contacts and Prospects

17. The Benefits
of Collaboration

18. What Are the Benefits…?
Cold-calling
Direct visits
KBIs
Average response rate 1:7
PREVIOUS METHODS
InMail
“Introduce” me
Saving leads & accounts
Upload prospect lists
Average response rate 1:3
SALES NAVIGATORPROSPECTING

19. Share

20. INTERNAL

21. Top Tips for Launching
Social Selling…

22. Top Tips for Launching Social Selling…
License
Allocation
& Onboarding

23. Top Tips for Launching Social Selling…
Training

24. Ongoing
Communication
Top Tips for Launching Social Selling…

25. ©2015 LinkedIn Corporation. All Rights Reserved.