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Driving Sales with Social
Media
For technical help dial 866.229.3239
@netbase #socialselling
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.2
Today’s Speaker
Nichole Kelly
CEO
Social Media Explorer | SME Digital
@Nichole_Kelly
#socialselling
Driving Sales with Social
Media
Nichole Kelly, CEO
Social Media Explorer | SME Digital
Twitter: @Nichole_Kelly
www.socialmediaexplorer.com@Nichole_Kelly
Why are we here?
www.socialmediaexplorer.com@Nichole_Kelly
What is social selling?
“Social Selling” is the act of using a social
media platform to generate, nurture, and
close a sale.
Source: “The Birth of the Social Sales Force”
55% of B2B customers use social
media to gather information
Source: Business.com
www.socialmediaexplorer.com@Nichole_Kelly
55% of B2B customers use social
media to gather information
and they’re using it to make 60%
of their sales decision before
they’re even willing to talk to you.
Source: Corporate Executive Board, B2B Survey, Business.com
www.socialmediaexplorer.com@Nichole_Kelly
72.6% of sales people using social
media outperformed sales people
who don’t
Source: Sales Guy Consulting
www.socialmediaexplorer.com@Nichole_Kelly
What if you could use LinkedIn to
generate appointments with a 4-15%
conversion rate?
www.socialmediaexplorer.com@Nichole_Kelly
What if you could do it without
advertising or InMail?
www.socialmediaexplorer.com@Nichole_Kelly
What if you could help sales
generate appointments that are right
in the sweet spot of your target
buyer?
www.socialmediaexplorer.com@Nichole_Kelly
You can.
www.socialmediaexplorer.com@Nichole_Kelly
www.socialmediaexplorer.com@Nichole_Kelly
Is it really possible?
Driving Sales with Social Media
16
17
Additional Example Scripts
SME Email that Generated 47 Emails in 3
Days
Hi (Name)
I saw your profile on LinkedIn and noticed we are both
members (Group). I have done a significant amount of
research and wrote a book about measuring ROI from social
media marketing activities and I wanted to reach out to see if
this is an area of interest for you.
If so, would you be open to a 15 minute conversation? I’d
really enjoy picking your brain to understand your challenges
to see if there might be an opportunity to work together to
address your concerns.
Please let me know. I’m happy to schedule a time that is
convenient for you.
Keep rockin’ the awesome!
-Nichole
Optional Template
Hi (Name),
I noticed that we are both members of (Group). I've been
working with a lot of companies who (description of hot topic).
We are finding that (description challenge resulting from hot
topic).
Is this a challenge you've experienced? If so, would you be
open to a brief conversation to discuss how your company is
tackling this issue?
Please let me know if you have any availability later this week
or next week for an introductory call.
See you in the group,
(Your name)
P.S. (Optional) We (published/created) (description of great
piece of content, webinar, etc). If you are interested in
checking it out you can find it here (embed hyperlink on here).
Driving Sales with Social Media
1%
2%
4%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Google Adwords
LinkedIn Outreach
Linked Outreach Delivers a 3X
Return over Google Adwords
Source: Google data based on Google benchmarks
LinkedIn Outreach based on data from SME client results
How can I do it?
Create a phased approach
22
Social
Selling
Inbound
Marketing
Marketing
Automation
Social Signal
Monitoring
Big Data
Integration
with CRM
Content Strategy
Start with social selling to deliver
immediate results
Is this going to take my sales
team’s eye off the ball?
Finding Prospects and Customers
on LinkedIn
• Create a saved search of
prospects*
– Join groups your prospects are in
– Reach out and mention you are members of the same group
• Structure messages to drive an appointment to discuss a hot topic
– Pay attention to what they post in groups for conversation
starters
May require an Premium Sales Executive LinkedIn account
25
What options do you have to
narrow your list?
Save your search to have a list of
prospects for outreach
27
Monitor customers for things that
matter
• Create a saved search of clients*
– Connect with them****
– Keep in touch with them
– Send them interesting articles about the market, etc.
– Watch for things like profile updates, promotions, job changes
***Connecting is very important for monitoring
May require an Premium Sales Executive LinkedIn account
28
Use updates to monitor contacts
easily
29
What is marketing’s role?
Marketing’s Role
• Establish goals and benchmarks from existing performance
• Get buy-in from sales
• Create sales workflow and follow up process documentation
• Audit sales LinkedIn profiles and provide tips to improve
• Write and provide messaging
– This isn’t your typical messaging
• Work with sales to determine prospect criteria
• Help develop prospect and customer saved searches
• Train sales
• Monitor results, get anecdotal feedback and sales reports
• Provide optimization recommendations
Meeting Framework
Second Meeting
Purpose: Determine if
your solution could solve
pain points
Show products and
services that align to pain
points
Determine next steps
Discovery Meeting
Purpose: Build rapport
and determine pain points
and challenges
Don’t talk about products
or services
Open the door for a more
in-depth conversation
LinkedIn Social Selling
33
High Volume
High Results
Low Volume
No Results
We Have to Walk Before we Run
34
The Actions We Can Take Today
Prospect Searches on
LinkedIn
Direct Outreach
High Volume
What We Need Tomorrow
Demand Generation
Strategy
Marketing Automation
What We Need to Scale
Big Data Integration
LinkedIn Group Checklist
35
Maximizing Time Spent on LinkedIn
• Plan to spend 15 minutes each day
• DON’T subscribe to group digests unless you
want a lot of email!
• Pick one or two most important groups and
subscribe to the
daily digest
• Follow the checklist coming up to be
productive and efficient
LinkedIn Daily Checklist
36
1
• Update your status with a relevant article
2
• View status updates, changes and announcements in Contacts Area first, then on the LinkedIn home
page. Comment/Congratulate where appropriate
3
• Send 10 prospects a personalized note asking if they would be interested in meeting
• Send 3 clients a personalized note or comment on a status they’ve posted recently
4
• Post an informative article to at least 1 LinkedIn Groups with a thought provoking conversation starter
question (Follow conversation for easy updates) Comment in at least 1 top discussions in groups
5
• Accept LinkedIn invitations
6
• Help at least 3 people each week. Recommend them, endorse their skills, refer a client, and/or make
a valuable introduction
Questions
Contact me:
nkelly@socialmediaexplorer.com
www.socialmediaexplorer.com
| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.38
Upcoming Webinars
Nick Webb: “Hanz” –
On Product Innovation
Nick Webb
CEO at Lassen Innovation
April 30, 2014
11 am PT/2 pm ET
www.netbase.com
March 13, 2014
10 am PT/1 pm ET
Andrea Javor
Global Director Digital and Media Strategy
How Beam Uses Social
To Stay in Good Spirits
#socialselling

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Driving Sales with Social Media

  • 1. Driving Sales with Social Media For technical help dial 866.229.3239 @netbase #socialselling
  • 2. | Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.2 Today’s Speaker Nichole Kelly CEO Social Media Explorer | SME Digital @Nichole_Kelly #socialselling
  • 3. Driving Sales with Social Media Nichole Kelly, CEO Social Media Explorer | SME Digital Twitter: @Nichole_Kelly www.socialmediaexplorer.com@Nichole_Kelly
  • 4. Why are we here? www.socialmediaexplorer.com@Nichole_Kelly
  • 5. What is social selling? “Social Selling” is the act of using a social media platform to generate, nurture, and close a sale. Source: “The Birth of the Social Sales Force”
  • 6. 55% of B2B customers use social media to gather information Source: Business.com www.socialmediaexplorer.com@Nichole_Kelly
  • 7. 55% of B2B customers use social media to gather information and they’re using it to make 60% of their sales decision before they’re even willing to talk to you. Source: Corporate Executive Board, B2B Survey, Business.com www.socialmediaexplorer.com@Nichole_Kelly
  • 8. 72.6% of sales people using social media outperformed sales people who don’t Source: Sales Guy Consulting www.socialmediaexplorer.com@Nichole_Kelly
  • 9. What if you could use LinkedIn to generate appointments with a 4-15% conversion rate? www.socialmediaexplorer.com@Nichole_Kelly
  • 10. What if you could do it without advertising or InMail? www.socialmediaexplorer.com@Nichole_Kelly
  • 11. What if you could help sales generate appointments that are right in the sweet spot of your target buyer? www.socialmediaexplorer.com@Nichole_Kelly
  • 14. Is it really possible?
  • 16. 16
  • 17. 17
  • 18. Additional Example Scripts SME Email that Generated 47 Emails in 3 Days Hi (Name) I saw your profile on LinkedIn and noticed we are both members (Group). I have done a significant amount of research and wrote a book about measuring ROI from social media marketing activities and I wanted to reach out to see if this is an area of interest for you. If so, would you be open to a 15 minute conversation? I’d really enjoy picking your brain to understand your challenges to see if there might be an opportunity to work together to address your concerns. Please let me know. I’m happy to schedule a time that is convenient for you. Keep rockin’ the awesome! -Nichole Optional Template Hi (Name), I noticed that we are both members of (Group). I've been working with a lot of companies who (description of hot topic). We are finding that (description challenge resulting from hot topic). Is this a challenge you've experienced? If so, would you be open to a brief conversation to discuss how your company is tackling this issue? Please let me know if you have any availability later this week or next week for an introductory call. See you in the group, (Your name) P.S. (Optional) We (published/created) (description of great piece of content, webinar, etc). If you are interested in checking it out you can find it here (embed hyperlink on here).
  • 20. 1% 2% 4% 15% 0% 2% 4% 6% 8% 10% 12% 14% 16% Google Adwords LinkedIn Outreach Linked Outreach Delivers a 3X Return over Google Adwords Source: Google data based on Google benchmarks LinkedIn Outreach based on data from SME client results
  • 21. How can I do it?
  • 22. Create a phased approach 22 Social Selling Inbound Marketing Marketing Automation Social Signal Monitoring Big Data Integration with CRM Content Strategy
  • 23. Start with social selling to deliver immediate results
  • 24. Is this going to take my sales team’s eye off the ball?
  • 25. Finding Prospects and Customers on LinkedIn • Create a saved search of prospects* – Join groups your prospects are in – Reach out and mention you are members of the same group • Structure messages to drive an appointment to discuss a hot topic – Pay attention to what they post in groups for conversation starters May require an Premium Sales Executive LinkedIn account 25
  • 26. What options do you have to narrow your list?
  • 27. Save your search to have a list of prospects for outreach 27
  • 28. Monitor customers for things that matter • Create a saved search of clients* – Connect with them**** – Keep in touch with them – Send them interesting articles about the market, etc. – Watch for things like profile updates, promotions, job changes ***Connecting is very important for monitoring May require an Premium Sales Executive LinkedIn account 28
  • 29. Use updates to monitor contacts easily 29
  • 31. Marketing’s Role • Establish goals and benchmarks from existing performance • Get buy-in from sales • Create sales workflow and follow up process documentation • Audit sales LinkedIn profiles and provide tips to improve • Write and provide messaging – This isn’t your typical messaging • Work with sales to determine prospect criteria • Help develop prospect and customer saved searches • Train sales • Monitor results, get anecdotal feedback and sales reports • Provide optimization recommendations
  • 32. Meeting Framework Second Meeting Purpose: Determine if your solution could solve pain points Show products and services that align to pain points Determine next steps Discovery Meeting Purpose: Build rapport and determine pain points and challenges Don’t talk about products or services Open the door for a more in-depth conversation
  • 33. LinkedIn Social Selling 33 High Volume High Results Low Volume No Results
  • 34. We Have to Walk Before we Run 34 The Actions We Can Take Today Prospect Searches on LinkedIn Direct Outreach High Volume What We Need Tomorrow Demand Generation Strategy Marketing Automation What We Need to Scale Big Data Integration
  • 35. LinkedIn Group Checklist 35 Maximizing Time Spent on LinkedIn • Plan to spend 15 minutes each day • DON’T subscribe to group digests unless you want a lot of email! • Pick one or two most important groups and subscribe to the daily digest • Follow the checklist coming up to be productive and efficient
  • 36. LinkedIn Daily Checklist 36 1 • Update your status with a relevant article 2 • View status updates, changes and announcements in Contacts Area first, then on the LinkedIn home page. Comment/Congratulate where appropriate 3 • Send 10 prospects a personalized note asking if they would be interested in meeting • Send 3 clients a personalized note or comment on a status they’ve posted recently 4 • Post an informative article to at least 1 LinkedIn Groups with a thought provoking conversation starter question (Follow conversation for easy updates) Comment in at least 1 top discussions in groups 5 • Accept LinkedIn invitations 6 • Help at least 3 people each week. Recommend them, endorse their skills, refer a client, and/or make a valuable introduction
  • 38. | Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.38 Upcoming Webinars Nick Webb: “Hanz” – On Product Innovation Nick Webb CEO at Lassen Innovation April 30, 2014 11 am PT/2 pm ET www.netbase.com March 13, 2014 10 am PT/1 pm ET Andrea Javor Global Director Digital and Media Strategy How Beam Uses Social To Stay in Good Spirits #socialselling