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The Science of Social Selling: Measuring Adoption and Results with LinkedIn

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Featuring: Lauren Mullenholz, Insights Team Manager, LinkedIn
& Alexander Low, Head of Sales , JLL. The social selling movement finally has its defining metric, the Social Selling Index (SSI). See real world examples of how sales teams are embracing SSI to promote strong social selling behaviours, and learn how companies are quantifying and proving the resulting impact to their results.

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The Science of Social Selling: Measuring Adoption and Results with LinkedIn

  1. 1. Lauren Mullenholz Insights Leader, LinkedIn The Science of Social Selling: Measuring adoption and results with LinkedIn Alexander Low - @JLL_Law Head of Client Development Office Agency, JLL #salesconnect
  2. 2. How have others seized the opportunity? MeasurementEducationExec Alignment
  3. 3. SOCIAL Success Stories Social SelIing Index (SSI) ADOPTION Pipeline & Revenue ROI
  4. 4. SSI Defined
  5. 5. Social selling index 0 25 50 75 100 Laggards Leaders Your Score 82
  6. 6. The components of social selling Create a professional brand Find the right people Engage with insights Build strong relationships 100
  7. 7. The impact of SSI New clients Meetings secured Opportunities generated
  8. 8. How do we really look?
  9. 9. It’s lonely at the top 46.7% 51.9% 0-20 21-69 70+ SSI distribution for all sales professionals 1.4%
  10. 10. Social sellers are trending up globally Aug 2014 Aug 2015 21.2 28.2 +33%
  11. 11. ANZ 30.0 ASIA 24.1 EMEA 27.9 LATAM 21.2 NAMER 30.1 SSI by Region
  12. 12. ANZ +33% ASIA +36% EMEA +34% LATAM +46% NAMER +29% SSI by Region
  13. 13. United Kingdom 30.7 France 23.0 The Netherlands 31.8 SSI by Country
  14. 14. United Kingdom +27% France +33% The Netherlands +29% SSI by Country
  15. 15. Tech and professional services lead 0 5 10 15 20 25 30 35 40 Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Government/Education/Non-profit Healthcare & Pharmaceutical Financial Services & Insurance Oil & Energy Professional Services Tech, Telecom, & Media Aug 15 Aug 14
  16. 16. But retail, manufacturing, and auto are growing quickly 0 5 10 15 20 25 30 35 40 Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Government/Education/Non-profit Healthcare & Pharmaceutical Financial Services & Insurance Oil & Energy Professional Services Tech, Telecom, & Media Aug 15 Aug 14 +37% +37% +43%
  17. 17. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+’16-’17 Tech/Media Professional Services Retail, Auto, Manufacturing 34 2015 21 2015
  18. 18. SMBs show greater social selling adoption 27.1 27.9 30.5 Enterprise Mid-Market SMB
  19. 19. 27.1 27.9 30.5 Enterprise Mid-Market SMB SMBs show greater social selling adoption +32% +32% +34%
  20. 20. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+’16-’17 SMB ENT, Mid Market 31 2015 27 2015
  21. 21. Globally there’s room on the adoption curve All Sales Professionals Median: 22 SC Attendees Median: 63 0 100
  22. 22. Leaderboard 1 93 2 92.8 3 92.7 4 92.5 5 92.1 6 91.7 7 91.5 8 91.4 9 90.3 10 89.9 Richard van der Blom Alan Crean Xavier Monty Wendy van Gilst Oliver S. Bauer Ben Savage Marcus Leathwood Jordi Gili Craig Evans Paul Lewis
  23. 23. 19.2 23.1 24.3 24.3 Competitor 1 Competitor 2 Competitor 3 Competitor 4 JLL (all non HR Employees) JLL UK Social Sellers 50.6 24.8 from belief to adoption JLL’s SSI compared to competitors: Benchmark is composed of SSI of global non HR employees in Cushman & Wakefield (incl DTZ), Lambert Smith Hampton, Colliers International, CBRE SSI
  24. 24. 44% 46% 10% 0%1% 33% 62% 5% 0-20 21-45 46-69 70+ JLL’s journey: creating a competitive advantage 5X Over
  25. 25. Focus shifts to more sophisticated techniques as SSI scores increase 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1-20 21-69 70+ SSIBuckets Professional Brand Professional Brand Professional Brand Right People Right People Right People Insights Insights Insights Relationships Relationships Relationships
  26. 26. Ahead of the competition in all SSI components 1.3xEstablish a professional brand 1.9xFinding the right people 2.3xEngaging with insights 3.4xEstablishing relationships
  27. 27. From SSI to outcomes 2.5x 3.2x Profile views from decision makers Business decision maker connections JLL vs. competitors…
  28. 28. JLL’s story: selling internally as a starting point
  29. 29. 53% of customer loyalty driven from sales experience • Rep offers unique, valuable perspectives on the market • Rep helps me navigate alternatives • Rep helps me avoid potential land mines • Rep educates me on new issues and outcomes • Supplier is easy to buy from • Supplier has widespread support across organization 53% Source: CEB
  30. 30. Buying decision making process 57% Learn Define Needs Assess Options Make Decision Result Source: CEB
  31. 31. 35.0 40.0 45.0 50.0 55.0 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15 SSI From belief to adoption JLL’s social selling story Initial Investment & Training Initial Coms & Gamification Additional Training 50.6
  32. 32. 0 1 2 3 4 5 6 7 8 9 10 1 11 21 31 41 51 61 71 81 91 101 Pre Sales Navigator August 2015 JLL’s social selling story From belief to adoption NumberofSalesNavigatorUsers Median 50.8 SSI Median 36.4 SSI
  33. 33. User success stories 34.7 78.3 125%Increase in SSI since becoming a SN user ​ When I first joined, we tended to do quite a lot of cold calling. We don't do as much of that anymore. We’ve got many more avenues where you can get warmer leads and warmer introductions. ​ Dan Brown, Business Development
  34. 34. Dashboards are used to consistently measure behavior and leaderboards drive adoption
  35. 35. The SSI free dashboard is generating organic interest
  36. 36. 50.7 36.9 12.7 11.1 22.7 13.8 10.0 8.5 5.3 3.4 Pre-Sales Navigator vs. August 2015 JLL has implemented SSI and seen impressive results 14%Increase in establising a professional brand 18%Increase in finding the right people 54%Increase in engaging with insights 64%Increase in establishing relationships 33%Increase in SSI
  37. 37. JLL employees establish themselves as thought leaders Measuring soft ROI: employee engagement Social engagement Sharing content Behavior around CRM Breaking down silos
  38. 38. ROI at JLL £0 £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 David and Dan RevenueinPounds £1M+ in pipeline £250,000 Closed
  39. 39. Unlock your company network
  40. 40. This is the new talent solutions – any sales organization that doesn’t have this is behind the competition Competitive advantage concept Tool + sales skills
  41. 41. You can’t change what you don’t measure SSI matters and accountability is key Celebrate success
  42. 42. ©2015 LinkedIn Corporation. All Rights Reserved.
  43. 43. The evidence is very clear for social selling Changing customer buying behaviour 57% of the buying journey is done BEFORE a sales rep is involved. 54% of people are now involved in the average B2B buying decision. 75% of B2B buyers now use social media to research vendors. 90% of decision makers say they never respond to cold outreach. 74% of buyers choose the sales rep that was FIRST to add value and insight.
  44. 44. Key drivers of customer loyalty Source: CEB 53% 19% 9%19% Sales experience Company and brand impact Product and service delivery Value-to- price ratio
  45. 45. 2005 2009 2012 2015 15Handicap 10Handicap 8Handicap 17Handicap
  46. 46. User success stories ​ I think my increase in SSI was probably saving my contacts, creating some leads and then actually using it on a really regular basis. ​ Alana Gilpin, Customer Relationship Manager SSI score 49

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