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Social Media Sales Revolution Agenda
- 1. Social Media Sales Revolution Summer 2012 - New York University 1
- 2. High-level agenda What is Social Media Lock in Sales with LinkedIn How to get result with Twitter Blogging Role of Facebook in Business Development Communicate Online & Offline Attracting Attention to online Presence Time Management Adjust Your Schedule Future of Sales Book Review Social Media Sales Revolution 2
- 3. What is Social Media ? 3
- 4. What is Social Media ? Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. - Wikipedia Social Media Sales Revolution 4
- 5. Real Life Examples Dell sold $3,000,000 worth 20% reduction in call center activity of computer on twitter BK investment < $50,000 Ford’s 25% of marketing send on Social Return > $ 400,000 Media, no car loan from US Government Pizza hut got 68% sales from twitter 15K social media investment 85% new customer Website Traffic 300%, from twitter 20% sales increase 24% sales growth in sales DQ Crossed member up goal by 700,000 Social Media Sales Revolution 5
- 6. Sales Growth using Social Marketing 71.4 percent of businesses grow on social Media Social Media Sales Revolution 6
- 7. Game Changers : Six Rules Abandon Traditional Prospecting Build your Sphere of Influence Become a marketer First and Seller Next Become a value Generator Build your Personal Band Work the Window Social Media Sales Revolution 7
- 8. Lock in Sales with LinkedIn 8
- 9. LinkedIn Around the World Social Media Sales Revolution 9
- 10. LinkedIn Statistics Founded Dec 22, 2002 47.6 Million Unique Visitors Over 150 Million active users More than 200 countries Top Professional network Social Media Sales Revolution 10
- 11. LinkedIn as a Marketing Strategy Social Media Sales Revolution 11
- 12. Profile at LinkedIn Social Media Sales Revolution 12
- 13. Companies at LinkedIn Social Media Sales Revolution 13
- 14. Groups at LinkedIn Social Media Sales Revolution 14
- 15. Company Statistics at LinkedIn Social Media Sales Revolution 15
- 16. How to get result with Twitter 16
- 17. Twitter Statistics Founded March 21, 2006 42 Million Unique Visitors Over 500 Million Active Users Over 340 Million tweets daily Top 10 most visited site Social Media Sales Revolution 17
- 18. Profile at Twitter Increase Brand Value Better Customer Service Increase Sales Increase Profitability Social Media Sales Revolution 18
- 19. Tweets and Followers at Twitter Tweets: 2,318 Followers :1,099,825 2010 Sales US : 845,000 USD Worldwide: 1,700,000 USD Social Media Sales Revolution 19
- 20. Non-Profit at Twitter Organizing Communities to Fight Cancer 5,000 events nationwide 3.5 million participants Raised $400 million $148.5 million research investment 15% Women 23% Men death rate decreased since 1990s Social Media Sales Revolution 20
- 21. Role of Facebook in Business Development 21
- 22. Facebook Statistics 664,032,460 active users 9.6% of the world’s population Top nations: US, UK, Brazil 100% of Monaco 58% of Fortune 500 Companies Social Media Sales Revolution 22
- 23. Facebook Profile Social Media Sales Revolution 23
- 24. Facebook Profile Social Media Sales Revolution 24
- 25. Community Engagement Fans = Dollars Share Advice Post Interesting Articles “Like” others Engage in Groups Ads- Facebook Analytics Social Media Sales Revolution 25
- 26. Facebook Fan Pages and Groups Social Media Sales Revolution 26
- 27. Facebook Ads and Analytics Social Media Sales Revolution 27
- 28. Blogging is Easier Than You think 28
- 29. Statistics 55,00 new ones created every day over 120 million blogs Value generation Thought leader Research tool Social Media Sales Revolution 29
- 30. What to Use Social Media Sales Revolution 30
- 31. Best Practices Bio Simplicity Engagement Frequency Value Relevance Balance Don’t Pitch Link Social Media Sales Revolution 31
- 32. Visibility and Become a Blogging Black Belt Update Social Media Toolbox Metrics Keywords You’re a natural Content building Upstanding citizen Share Focus Keep it short Social Media Sales Revolution 32
- 33. Attracting Attention to your Online Presence 33
- 34. No Room for Excuses “I’m not an industry expert…” “I don’t time…” “I can’t write…” Social Media Sales Revolution 34
- 35. Content Building Google Reader NetVibes Google Alerts Subscribe Follow Social Media Sales Revolution 35
- 36. Share Use SMTB Tell people Organize Social Media Sales Revolution 36
- 37. How to Communicate with Prospects Online and Offline 37
- 38. Netiquette DON’T USE ALL CAPS Be real Spell-check Research Profanity Have a personality Be Nice Think before speak Humor Social Media Sales Revolution 38
- 39. Forum Etiquette If you can’t say something nice, don’t say anything at all Don’t be overly aggressive Critique Carefully Don’t offend Social Media Sales Revolution 39
- 40. Approach Don’t criticize, condemn, complain Give honest and sincere appreciation Dale Carnegie Arouse in the other person an eager want. Social Media Sales Revolution 40
- 41. 6 Ways to Get People to Like You Listen Smile Remember a names Talk in like terms Make others feel important, sincerely Become genuinely interested in other people Social Media Sales Revolution 41
- 42. First Degree and Second Degree Always start with written correspondence Utilize your first degree contact Social Media Sales Revolution 42
- 43. Inquiry Letters Have Strong Opening Highlight Benefits; Use Bullets Use a polite, assumptive closing Social Media Sales Revolution 43
- 44. Effective Time Management 44
- 45. Social Media Saves You Time Reach More People Quick and Easy Generate Value and Get More Distribution Build Your Brand Done Pull instead of Push Social Media Sales Revolution 45
- 46. Four Requirements Patience Discipline Have Fun Social Media Sales Revolution 46
- 47. Three Steps 2. Plan the Week Selling 1. Plan the Day Social Media 25% Admin 15% 60% 3. Learn to say “no” Social Media Sales Revolution 47
- 48. Adjusting Your Schedule 48
- 49. LinkedIn Update & Answers Start the day with LinkedIn Show appreciation to others Update yourself with latest news Launched: 4 January 2007 2 Million Answers Social Media Sales Revolution 49
- 50. LinkedIn Events Promote an upcoming event Create a Professional Network Social Media Sales Revolution 50
- 51. Twitter Etiquette “Don’t Criticize, condemn, or complain “ – Dale Carnegie Post One or two positive quote Motivate People A little is enough Position yourself as source of positivity Schedule to tweets in the morning Spend some time on twitter on daily basis Social Media Sales Revolution 51
- 52. Future of Sales 52
- 53. Future Of Sales Social Media Sales Revolution 53
- 54. Book Review Book is good for people who never used social media Very few case studies Detailed activities on Facebook, Twitter, LinkedIn No example on Non Profit Links fundamentals of B2B to social media Google+ or YouTube should be covered Social Media Sales Revolution 54
- 55. Generate Value. All else, will follow. (Push vs. Pull) Fundamentals haven’t changed. Interact outside of the transactional window. Social Media Sales Revolution 55
- 56. Contact: Justine Chang: jc4212@nyu.edu Partha Mitra: ppm246@nyu.edu New York University 70 Washington Sq South, New York City, New York, 10012 56
Notas del editor
- Reference: 1. Expandedramblings: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
- Summary:A recent study from Roost, a social marketing platform for small businesses, showed that more than 71.4 percent of small businesses they surveyed believe social media is more effective than paid search. Also noteworthy, is that only 15 percent of those surveyed found paid search as the most effective tool in their marketing mix.Reference: 1. wildfireperformancemarketing.: http://wildfireperformancemarketing.com/willyoursalesincreaseusinglocalsocialmedia
- Summary:LinkedIn is a social networking website for people in professional occupations. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of February 9, 2012, LinkedIn reports more than 150 million registered users in more than 200 countries and territories. The site is available in English, French, German, Italian, Portuguese, Spanish, Dutch, Swedish, Romanian, Russian, Turkish, Japanese, Czech, Polish, Korean, Bahasa Indonesia, and Bahasa Malaysia. Quantcast reports LinkedIn has 21.4 million monthly unique U.S. visitors and 47.6 million globally. Reference: Linked.comWikipedia
- Summary: Linked In is an excellent marketing tool where we can connect with professional colleagues, meet new people, find recommended services and find new contacts in your current network. Currently, you can reach “more than 12 million” professionals on the service, including all of the top FTSE 100 companies.Rankability deploy the best methods and strategies using LinkedIn to increase the visibility of your business, generate sales leads and supporting SEO effort.Companies utilize linked in paid advertising, LinkedIn answers, linked in search, services and groups to announce and share messages, connect with people and propagate your brand across a number of verticals.Reference: Rankability: http://www.rankability.com
- Case Study Summary: McDonald's is the world's leading global foodservice retailer with more than 33,500 locations serving approximately 64 million customers in 119 countries each day. More than 80% of McDonald's restaurants worldwide are owned and operated by independent local men and women. McDonald's franchisees employ 1.8 million people worldwide. Objective of using social media: Implement a dynamic urban event and social marketing campaign in multiple markets to increase consumer awareness, drive participating store visits, promote product offerings, and complement the retailer’s upcoming television and print campaign.Result: As a result of this campaign McDonalds experienced a significant increase in product awareness among the targeted urban demographic. The McCafe brand received over 2,500,000 impressions via social networks.Reference:LinkedIn: http://www.linkedin.com/company/mcdonald's-corporationRenegadebusinesssolution: http://renegadebusinesssolutions.com/past-clients/rbs-case-studies/mcdonalds
- Twitter Summary : Founded March 21, 2006As of April, 2012 Twitter has been receiving over 42 million unique visitors. 500 million active users as of 2012.10 most visited on the Internet handling over 1.6 billion search queries per dayReference: Wikipedia : http://en.wikipedia.org/wiki/Twitter#Featurespagetron: http://pagetron.com/top-social-networking-sites
- Summary : JetBlue was among the first corporate companies to join Twitter in 2007. Now in 2010 JetBlue has nearly a million followers and is often cited as an example of small corporate twittering. It’s goal when joining Twitter was to simply, help customers. They eventually found out what the dos and don’ts were for their customers. How did they do this? By asking. The company found that customer service tweets generated more followers and replies. When tweeting about a press release they found no response. JetBlue then began asking question in order to find out what the customers wanted. This approach has made them quite successful. JetBlue tore downs the wall between the customer and the brand by implementing what was to be just an experiment, Twitter.Reference: Kylelacy: www.kylelacy.comJetblue : http://blog.jetblue.com/index.php/2012/01/19/a-day-in-the-life-social-media/
- Summary: Linkin Park is an American rock band from Agoura Hills, California. Formed in 1996, the band rose to international fame with their debut album, Hybrid Theory, which was certified Diamond by the RIAA in 2005 and multi-platinum in several other countries. Linkin Park Users Twitter.com for Social Networking purpose. It helped to increase followers and make profit. Reference: WikipediaLinkinPark.com
- Case Study Summary: American Cancer Society tweets about cancer research, specific types of cancer news, and information. They also connect to RelayForLife, a Twitter account that provides updates on one of the American Cancer Society’s largest fundraising and awareness events. As of October 15, 2010 they have over 85,000 followers. They have created an online community on Twitter by engaging in conversation and listening to what users are saying.Challenge: At ACS, Planned Giving Officers (PGOs) are responsible for raising funds for the fight against cancer. Because the funds raised vary considerably from PGO to PGO, the ACS wanted to understand the drivers of success and what behaviors and characteristics made some people more effective and productive than others.The Role of Network Analysis:1. Critical success factors for high-performing PGOs;2. Characteristics of high performers that could be replicated;3. Insight into donor characteristics;4. Performance of the overall PGO network.Reference: kylelacy.comnonprofittechblog.orgIgnitesocialmedia: http://www.ignitesocialmedia.com/social-media-examples/american-cancer-society-more-birthdays-%E2%80%93-non-profit-social-media-marketing-example-2/Activatenetworks: http://www.activatenetworks.net/assets/CaseStudies/Activate-Networks-Case-Study-ACS-Performance-Drivers.pdfcancer.org: http://www.cancer.org/acs/groups/content/@greatlakes/documents/webcontent/acspc-028362.pdf
- 16% of their total time online on Facebook.http://articles.businessinsider.com/2011-09-26/tech/30203311_1_facebook-aol-search-giantcebook-aol-search-gianthttp://www.technovalley.in/facebook-global-user-stats-infographic/allfacebook.com/facebook-pages-fortune500_b86182http://www.spiral16.com/blog/2012/04/how-the-fortune-500-companies-use-social-media-infographic/Interesting factsCaution: Not all companies have stated social media policies and those who do may prohibit using social media for business purposes
- Create a separate profile for work and play. Since facebook is mainly a personal application, you should be sure to keep your keg stand pictures separate from your work life. Be sure to include things like your interests, even for the your work profile, it helps people relate, if people can connect to you a on a persona level they’re more likely to think of you more often (page 83) most importantly, have contact informationBe sure to post things regularly but not too often (people may start to block you) remember to be appropriate. You can post articles, links, pictures of interest. It doesn’t have to be strictly work as long as its appropriate, all work and no play makes for a dull feed, but remember this is no the place to be promoting your product or service. Just add value to the community, engage with it. That leads us to the next slide
- Community EngagementStudy by media marketing company Syncapse found that facebook fans are worth or spent an average of 71.84 more each year on brands those who didn’t “like” pagesBut dollars spent is only one aspect, there’s brand affinity, media value, loyalty, propensity to recommend, and acquisition cost. Overall, fan is worth more than a non fan.mashable.com/2010/06/12/facebook-fan-value/http://adage.com/article/digital/facebook-s-chagrin-time-spent-online-equal-money/235138/Even though people spend more time on facebook than google or youtube, it’s ad revenue is only a fraction of google’s (3.1 billion vs 36 billion)How does all of this help you as a sales advisor? Becoming a facebook guru isn’t necessarily about “immediate” dollars. According to chase and knebl it’s about building your personal brand and adding value to others lives. If they perceive that you are an expert or have some insight, they will think of you when they need something, it’s about being at the front of the line. Facebook FanCreate a fan page for your business (this applies more for self- employed or business owners). If your company doesn’t‘ already have one be sure to contact the appropriate offices and question why there isn’t one. You may be losing out. Fan pages are all about promotion, so don’t be afraid to do so, but keep in mind it shouldn’t be promotion 24/7, this will turn people off. As with everything else, there should be something to engage the users, create discussion. You want to keep visitors coming back over and over. A “like” is not enough.Best practices:http://smokejumperstrategy.com/archive/facebook-fan-page-best-practices/http://mashable.com/2012/05/17/facebook-timeline-brand-tips/http://socialmediaweek.org/chicago/2011/09/22/3-best-practices-for-like-gating-your-facebook-fan-page/
- Summary:One of the best things about facebook is the access to analytics. Facebook has literally millions of users and millions of records of information about them. Don’t be afraid to embrace the analytics, be sure to look at and act upon the analytics from your fan pages Facebook Ads let you customize targeted ads for custom demographics.Reference: 1.Mashable: http://mashable.com/2012/05/17/facebook-timeline-brand-tips/
- Reminder: if you will be writing as a representative of your company, get approval first. You know a lot about your industry, share it, be a thought leaderWith a blog you are able to not only share but also listen to what others have to say
- Reference :http://www.socialmediaexaminer.com/tag/blogging-statistics/
- Type Pad- has $5-100 fee but provides professional designsBlogger- free by googleWord Press- popular, free, many template
- Summary:Provide a balance between personal and business content but don’t lose focus.Make your area of focus (and expertise clear), people should be able to tell almost immediately what your area of focus isBe a value generator, people will come back if you offer something they think is usefulUpdate with regular frequency. Again, if you offer consistent value, people will come back (building your following)Keep the readers engaged. Respond to comments or questions, keep the momentum and conversation going even after you’ve postedKeep the design of your blog clean and simpleJust as with linkedin, make sure your bio is descriptive and detailed but make sure you’re not pitching. This is not the time or placeLink to others. Give credit where it’s due. Respectful but also helps build relationships with others that may find your content interesting and recommend to This is not the place to be pitching. Don’t do it!their readers. (Which brings us to…Spread the word!)
- Blogger Visibility :Utilize your other pages. Connect them and link themNewsletterLinkedinFacebookTwitterE-mailWhen writing your posts, keep keywords in mind (industry terms etc) don’t force the language. This should naturally happen as long as you are keeping focus when writing. Search engines also index based on keywords they see on pages, this will help boost your ranking (and therefore visibility)Become a Blogging Black BeltUpdate with regular frequency, not only will you keep long time followers coming back but give new comers a nice backlog. Build contentUtilize google analytics to track where your readers are coming fromWrite naturally. Use natural conversational language. Don’t be robotic, let people want to like youUse interviews to build content. Get a camera and see if you can interview fellow industry players and leaders. People love videosComment on others’ blogs. Just like facebook, you need to engage with the community.Share knowledge. Be helpful and open, people do business with those they like.Stay focused.Keep your posts short and titles descriptive, just as with traditional news if the title isn’t eye or attention catching people will be less likely to read. Elevator Pitch! Don’t go on and on. Keep posts to 400-500 words, people don’t have time to read War and Peace
- Know your client Past and Present PositionPeople are risk adverse. They rely on recommendations Your role as sales advisor has changed. In the past your value (to others) was limited to the transaction. When a good or service or needed, you provided it and that was the end. Now, you should be a constant resource of value. Providing advice or industry knowledge. You want provide value outside of the transactionPosition yourself. People are constantly in need of information. They will either search for it or go to an already known resource. Either way, you want to position yourself to be that resource. By doing so, you have eliminated the transaction as pre-requisite for contact and reverse your roles. Instead of you going to them, they come to you
- Summary:You don’t need to be an expert. you are a redistributor and aggregator of pertinent, useful information. Provide reviews and analysis.Outside of some initial startup, you don’t need much time. Setup a few key resources and you’ll be good to go, saving you time in the futureYou don’t need to know how to write shakespeare. Blogging is about speaking naturally. A casual tone is okay. Your readers will be able to relate to you better!
- Summary:Use your other tools, facebook, twitter, linkedin, newsletter. Update your status, send a tweet when you have a new postUse constant contact or iContact for a fee they provide high quality newsletter templatesMake sure you are collecting the email addresses of everyone you meet. Ask for permission to add them your newsletterYou are using this blog as a foundation for an effective, fruitful business relationship. As we have all learned, relationships are key to b2b sales
- Summary1. Find 5-6 quality feeds and subscribe- be picky2. Other bloggers3. Industry associations4. Trade publications
- Summary: 1. People want to relate to you, so be real.2. If you wouldn’t say it in person, don’t say it online3. You are what you say, be careful and considerate4. Be accurate, make sure you can backup whatever you say. Use links. If you can’t prove something, propose it as an opinion or don’t post it. Remember you want to be a resource. To do so, you must be trustworthy1.Always use spell check2.Don’t use caps. It can connote the wrong emotion. Caps are viewed as aggressive and 3.come across as anger4.You can be funny, but avoid racy humor. Don’t make assumptions about what you think 5.your audience may find humorous. If there’s any doubt, don’t post.6.Just you wouldn’t use it at work or in front of children. Don’t use it on your blog
- Summary: The medium may have changed, but the foundations havent changed. You want to initiate contact with written correspondenceFor second degree contacts, try to use a mutual contact. Develop your relationship with the first degree so they’re likely to provide a more sincere recommendation
- Analogy: like exercising. You have to keep at it and have patience. Have discipline and fun80/20 rule. 80% are passive majority and 20% are vocal minority (be the 20)
- Summary:Split your day into three categories, every 10% is about 4 hoursKeep a weekly schedule (repeat 5 days a week)Learn to say “no”, not everything is urgent. Try not to interrupt your schedule unless it’s a “qualified emergency”
- Reference : Linkedin Event: http://events.linkedin.comWikipedia.
- Reference : Linkedin Event: http://events.linkedin.comWikipedia
- Reference: wikipedia: http://en.wikipedia.org/wiki/Mobile_marketingMsgme Blog : http://blog.msgme.com/2011/09/20/forrester-stats-examining-us-digital-marketing-growth-further-fuel-mobile-now-fire/
- you are trying to generate value. instead of pushing your message (pitch) onto people, you will be pulling them in with the value you provide outside of the transaction window.the fundamentals of b2b marketing don't change. social media is just another tool, another medium for communication.the fundamentals of b2b marketing don't change. social media is just another tool, another medium for communication.