2012 howto usetwitterforsocialselling

The mission of the Social Selling University is to:
“Educate sales and marketing professionals on emerging social media best
practices for increasing sales and marketing productivity with the ultimate
objective of driving revenue.”

A word from Social Selling
University’s Faculty
“Social Selling University is the first program to
teach salespeople how to use Facebook, Twitter
and other social tools to generate ready-to-buy
leads and build relationships with customers
that result in long-term business growth.”
Dan Schwabel
Founder of Personal Branding Blog

“Social Selling University levels the playing
field by teaching sales executives, managers
and reps how to interact with and sell to the
modern consumer. These social sales practices
breed relationships and eliminate the need for
cold calling.”
Barbara Giamanco
President at Social Centered Selling LLC

“Salespeople who fail to leverage social media
do so at their own peril. The problem is, many
don’t know how. Social Selling University is a
great place to start and continue learning
Distinguished Members of Social Selling University’s Faculty
what’s possible through in the new world of
social selling.”
Jill Konrath
Author, Speaker, Sales Strategist at SNAP Selling

Koka Sexton Joanne Black Anneke Seley Kent Gregoire Barbara Giamanco

Learn from the Leaders in Social Selling

Koka Sexton
Founder of Social Selling University and Director of
Social Media Strategy at InsideView.
@kokasexton

Kevin Baldacci
Provost of Social Selling University and Social Marketing
Strategist at InsideView.
@kevinbaldacci7

Table of Contents
I. What is Twitter? IV. Targeting and Engaging
What is Twitter? 3 Your Prospects
Why Does Twitter Matter to Sales 4
How to Effectively Search for Prospects 23
Twitter Terminology 7
Define and Identify Trigger Events 25

Five Lists You Should Have 30
II. Building Your Personal Brand –
Profile Optimization V. Six Applications to Make Sales More
Creating Your Twitter Handle 12
What Should Go In Your Twitter Bio 12
Productive with Twitter
What Should Your Link Be 13
VI. Your 5-Week Social Selling with
III. Building Your Community Twitter Game Plan
Building Your Community 16
What Do You Put in 140 Characters 17
Build Relationships 18
VII. Twitter for Business Case Studies
Leverage Other People’s Twitter Lists 19
The Don’ts of Social Selling with Twitter 20

I. What is Twitter?

“ Today’s digital landscape allows you to leverage structured and
unstructured information from a wide variety of sources to discover
context and insight about the habits, behaviors, and interests of our
buyers, with the goal of creating value for them. ”

Brian Vellmure - CRM Expert and CEO, Initium LLC/Innovantage
@BrianVellmure

Why Does Twitter Matter to Sales?
How do B2B companies enable social selling in an environment Twitter is an online social networking and
with long sales cycles and traditional sales methodologies? To put it
microblogging service that enables users to send
bluntly, it’s tough to wrap your mind around making a sale through
personal updates of up to 140 characters. These
an awesome tweet. But it’s happened and it’s well documented in the
case of IBM, who “uncovered millions of dollars worth of sales posts are known as “tweets.” It was reported that
leads” and that number is expected to grow. However, you have to in February 2012, Twitter had over 140 million
realize that Twitter is one piece of a broader selling discipline that users generating over 340 million tweets daily.
makes social media key to any enterprise’s pipeline.
To justify their investment in social marketing and sales programs,
When it comes to sales, timing can be everything. Success requires IBM surveyed over 1,000 global buyers. They found that 1/3
a specific understanding of your market, organization, and selling have already used social media to engage with their vendors.
strategies. Twitter is an amazing tool for sales people to get Furthermore, they discovered that 75% of their buyers are likely to
proficient with just about every industry that has a following on use social media during the purchase process in the future.
Twitter. From thought leaders to ordinary people like us, there are As more companies and employees leverage tools like Twitter for
hundreds - if not thousands - of profiles on Twitter that can teach communication, you have the opportunity to get a direct line of sight
you more about your industry. on what’s happening within their worlds. The only thing that allows
sales people to understand their customers on this level without
Using Twitter gives you and your sales teams some great insights becoming friends is social media.
into the companies and contacts you target. Never before in the
history of sales have sales people had the ability to know so much
information about the activities of a prospect. Where they travel,
who they hang out with, even as much information as how they are
feeling. If nothing else, it will let you decide how you approach them.

4 www.socialsellingu.com | How to Use Twitter for Social Selling © InsideView 2012 | Share this guide!

Your prospects are out there talking
– no matter what time it is

Your prospects are out there talking online:

www.socialsellingu.com | How to Use Twitter for Social Selling © InsideView 2012 | Share this guide! 5

A Wine Salesman and Twitter
“When I first started tweeting, I had no brand recognition; no one
knew who I was. To build my brand, I started creating conversations
around what I cared passionately about: wine. I used Search.Twitter
(called Summarize.com back then) to find mentions of Chardonnay. I
saw that people had questions, and I answered them. I didn’t post a
link to WineLibrary.com and point out that I sold Chardonnay.

If people mentioned that they were drinking Merlot, I gave them my
Merlot recommendation, but I didn’t mention that they could buy
Merlot on my website. I didn’t try to close too early, like a nineteen-
year-old guy; I made sure to invest in the relationship first.

Eventually, people started to see my comments and think,
“Oh hey, it’s that Vaynerchuk guy; he knows Chardonnay. Oh cool, he
does a wine show – let’s take a look. Hey, he’s funny. I like him; I trust
him. And check it out: he sells wine, too. Free shipping? Let’s try a
bottle of that.…”That’s what caring first, not selling first, looks like,
and that’s how I built my brand.”

- Gary Vaynerchuk, The Thank You Economy


Twitter Terminology
1. Tweet Beginning a tweet with “@” – only the recipient and their shared
followers can see the tweet
Each of your Twitter posts or updates is known as a tweet. Some
weird people refer to them as “twits,” but the official term is
“tweet.” Each tweet has a maximum limit of 140 characters.

Tweeting with “@” anywhere other than the beginning – ALL of
your followers can see the tweet

2. @ (At) What is a mention?
The @ symbol is used to call out usernames in a Tweet, for A mention is any Twitter update that contains an @username
example: “Great blog post @socialsellingu!” anywhere in the body of the Tweet. (Yes, this means that @replies
are also considered mentions.) If you include more than one
The “@” symbol is probably the most basic terminology yet still person’s name in your Tweet and you use the @username format,
needs to be discussed due to some of its confusion. The biggest all of those people will see the Tweet in their personal Mentions
confusion comes from where you want to place the @ symbol in tab. Everyone included in this tweet can see the update.
your tweet.


Use hashtags to search for threads
about subjects such as #socialselling.

3. # Hashtag
This is probably the most complex Twitter feature for new users
to understand. The # symbol, called a hashtag, is used to mark
keywords or topics in a Tweet. It was created organically by Twitter
users as a way to categorize messages. (ie. #sales, #socialselling,
#b2bsales). Sales professionals and companies commonly use
hashtags to tweet out content or updates about events. It is also a
great tool when a sales professional is going to an event and wants
to see who else is talking about the event.

Hashtags: Categorizing Tweets by Keyword
People use the hashtag symbol # before relevant keywords (no
spaces) in their tweet to categorize those tweets and help them 4. RT: Retweet
show more easily in Twitter Search. Clicking on a hashtagged word
Abbreviated as RT, retweet is used on Twitter to show you are tweeting
in any message shows you all other Tweets in that category.
something that was posted by another user. Retweeting is one of
If you tweet with a hashtag on a public account, anyone who does
the sole drivers of content being massively shared throughout large
a search for that hashtag may find your Tweet. Example: If Joe
networks. Many companies measure their Twitter success by how many
searches for “#socialselling” these are what his results would
retweets they receive during a set time period or for a specific piece of
look like:
content. Retweets measure how sticky your tweets are, and give insight
into the identities of your loyal followers.


In February 2012, Twitter had
500 million registered users

83% of people who
5. DM: Direct Message complained on Twitter
A direct message enables you to send a private message (direct liked or loved a response
message) to a person you follow. This will not show up in your Twitter by the company.
feed – think of it as a 140-character email.

In one day, 40 million
users visit Twitter

IMPORTANT
You can only Direct Message another user if you are
both following each other.

II. B uilding Your Personal
Brand – Profile Optimization

“ Just like an expert plumber knows how to use his many tools in unique
ways to fix the pipes, so must salespeople be trained on how to interpret
and use social selling tools to reach the right person with the right message
at the right time. ”

Steve Richards - Co-Founder, Vorsight
@srichardv

Creating Your Twitter Handle What Should Go In Your Twitter Bio?
If you haven’t done so already, claim your Twitter name. Your name Your bio is a total of 160 characters – little more than a tweet. Now
is your brand so choose wisely. If you are a sales professional, use is the time to be creative and let people know who you are and why
your First and Last name: they should be following you.
@kokasexton, @barbaragiamanco, @paulcastain
As a sales professional, here are some
Get out there and reserve it! By not reserving your domain name, suggestions:
your personal brand is at risk and you may never be able to reclaim
it once you’ve lost it. If it’s taken, go ahead and slightly adjust. • Your Position and Where You Work: if your business has a
Twitter profile include that as well
For example, if someone has @joelucas change it to • Your Interests: this is what creates a personality behind your
@joe_lucas, @jlucas. Twitter profile

• HUMOR: throw some humor in there but be professional
What Photo Should You Use for
Your Profile Picture?
Research has shown that people trust smiling faces more that
they’ve seen multiple times, which is why a photo of your smiling
face works best.

According to research found at Duke University, behavioral results
showed that the retrieval of face–name associations was more
accurate and faster for smiling than neutral faces. So show off that
big, beautiful smile of yours.


What Should Your Link Be?
When you set up your Twitter account, you are given the option to
include a link that will show up below your Twitter bio.
There are plenty of options so that part is going to be up to you.

Here are some strong recommendations:
• Your personal blog (if you have one): Show everyone you are a
thought leader in your industry
• Your Company’s homepage: If a prospect stumbles upon you,
make sure they know who you are work for and what you are sell
• LinkedIn profile: LinkedIn is your personal brand’s homepage.
This is where you want to drive prospects so they get a good
sense about you and what you sell


III. Building Your Community

“ They (Green Leads sales reps) don’t think about pursuing contacts any
more, they are pursuing people. People have histories, lives, and more to
them than just phone numbers and email addresses.”

Mike Damphousse - CEO, Green Leads
@damphoux

Building Your Community
Essentially, Twitter is a shorter and more viral form of blogging, so Building a relevant Twitter following comes down
the same rules actually still apply. By constantly writing or tweeting
to three core concepts:
about your expertise on a specific topic, you’ll become known for it,
and people will gravitate to you and follow you.
1. Take a firm stance within your industry
Buyers do not want a sales representative. They want a trusted This is probably the most essential concept when it comes to social
advisor. How do you become a trusted advisor? You engage and build selling with Twitter. As a salesperson, you must find a topic that
relationships, not follow everyone under the sun. is relevant to your business or industry and become an expert at
it. Twitter users with large followings don’t tweet about their day-
to-day activities. They take a stance on one subject and go with it.
Fantasy football tweeters have a football following. Social media
tweeters have a marketing following. You will also begin to develop
a following if you take a firm stance within your industry and
establish yourself as an expert. That doesn’t mean you can’t be fun
or tweet about a great sandwich you had at lunch. Just make sure
you dedicate yourself to a subject that is going to establish your
credibility as a trusted advisor in your industry.

What Do You Put In 140 Characters?
2. Tweet content that will interest your Content is King
targeted audience When it comes to Twitter, content is king. Unless you are Lady Gaga,
Are you trying to be relevant to executives, sales and marketing you have to give something to your followers to expect anything
professionals or accountants? Be sure that you create and back: whitepapers, ebooks, etc.
share content that will speak to them. If they find your updates
informative or entertaining then they will follow back or better yet As discussed earlier, you need to know to whom you are trying to
share your tweets with their networks. be relevant to. That being said, you need to be yourself and have a
personality too. If you are a San Francisco Giants fan and they win
the World Series, you should feel free to broadcast your excitement
on Twitter. The same is true if you just want to update that you are
taking a trip to New York for a friends wedding. Don’t be a robot but
maintain a stream of updates that keeps your followers informed on
you as well as the content that you want to share.

3. Engage with your audience Where do you find good content to share? That’s a question that
This is where the real magic happens. I’m not going to say that gets asked a lot but the answer is right on your desk. The Internet.
having a robot sending out tweets on your behalf that you can’t
grow your following but the number of people you engage with
will be what makes gaining 3 followers a day turn into 50 a day.
Engagement has a massive effect on growing a twitter following.


All sales professionals looks at the news. Maybe you read the After finding some people using Twitter in your industry, start
Huffington post or Tech Crunch. Everyday there are stories in your engaging with the content they are sharing. Ask questions or
industry that your growing network may not have heard about that maybe just reach out and show your appreciation for what they are
you can share. If you find the information relevant then your network spreading around. Listen for people with questions and answer them
might also. without giving a sales pitch. It will go a long way in building your
credibility as more than just a salesperson.
Setup trigger alerts or watchlists on the companies you are
targeting. Set up these alerts on the bigger companies in your
industry, when they announce something or share something with
their network, pass it along to your network.

Build Relationships!
Twitter is not a numbers game, nor should it be. A sales professional
who brags about having 10,000 followers because he spams them
is like yelling from a balcony saying you spoke to the people on
the street below. As a sales professional, your goal should be to
build relationships. 10 engaged followers are better than 100
uninterested followers.


Leverage Other People’s Twitter Lists
A great source for building your community of potential prospects
is by following other people’s Twitter lists. If you have a potential
prospect who is curating people or companies into a list, subscribe
to it!

As long as people make their lists public, you are free to subscribe
to them and quickly getting access to dozens or hundreds of vetted
Twitter users. This is probably one of the easiest ways to begin
following large crowds that are relevant to your prospects.

You should also consider viewing these lists as an opportunity to
gain an understanding of what your targeted audiences are
looking for. If a prospect has a list name “Social CRM Leaders” or
“technology Influencers” you begin to figure out what these people
are looking for.

Another tactic you can employ is finding a group of lists that have
some great influencers and then creating your own list with these
people. Send out a few updates to people letting them know you
created this list and see how many subscribe to it.


The DON’TS of Social Selling
with Twitter
Twitter can be a phenomenal tool used to engage and build DON’T Use “Twitter Machines”
relationships with potential prospects. However, you must be very or SPAM via Direct Message
careful not to damage your reputation or hurt your company’s image
If you’re thinking about spending money on a “Twitter Machine” that
due to a moment of stupidity on Twitter. Remember, your words are
gives you 10,000 followers, DON’T. Social selling is about engaging
written in ink.
and building relationships, not buying friends. If you believe 10,000
followers will give you the sales you need, then you are missing the
DON’T Feed the Trolls entire point of using social media for sales.

The term “troll” comes from Scott Stratten in his book: One of the most common methods of these Twitter Machines is
UnMarketing. Here is the exact definition he gives in his book: sending automated direct messages. Automated direct messages
are quickly becoming the SPAM of Twitter. By using these, you
“In Internet slang, a troll is someone who posts controversial, are quickly gathering the wrong following. Use direct messages
inflammatory, irrelevant, or off-topic messages in an online community, to exchange personal information such as a phone number of
such as an online discussion forum, chat room or blog, with the primary email address.
intent of provoking other users into an emotional response or of
otherwise disrupting normal on-topic discussion.”

As you become more active on Twitter and the Internet, there is
no doubt you will be running into “Trolls.” If someone bashes your
company or a person you know, do NOT give him or her the attention
they crave by replying back. It can be catastrophic to your reputation
and your company’s image.


DON’T Be Stupid
Like everything else on the Internet, everything you write on Upon receiving a position at Cisco, 22-year old Connor R. tweeted
Twitter is written in ink. Be smart about what you write and assume this infamous message.
everyone is watching what you say. Here is a great example of a
person who failed to think before they tweeted:

It wasn’t long before Tim L., a “channel partner advocate” for Cisco
Alert, shared this open response: “Who is the hiring manager. I’m
sure they would love to know that you will hate the work. We here at
Cisco are versed in the web.”

In other words, be smart
about what you post on Twitter.


IV. Targeting and Engaging
with your Prospects

“ eads are no longer just second and third party referrals or first party re
L
quests. A lead today can be a complaint on Twitter, a question on LinkedIn,
or a discussion on a Facebook page. ”

Jim Keenan - CEO & Founder, Socially Booked
@keenan

SOCIAL SELLING TIP
Finding your prospects takes time and effort.
Finding a keyword that they are commonly talking
about is not going to come after 1 or 2 hours of
looking. Keep adjusting.

How to Effectively Search for Prospects
Sitting around on Twitter hoping prospects will land in your lap is a #SALES
path all too many try and take. Use Twitter’s search and advanced
search feature to find potential prospects and engage with them.

Identify Keywords
Today’s buyers are web and social media savvy, they are informed
about your offering – and your competitors’ – and they are starting
the sales process without you. Not only that, they are talking about
their business!

Here is where you should start putting the search tool to work. Start
by identifying broad keywords and start narrowing your audience
down. Find the prospects that are out there looking for your solution.
#B2B SALES

InsideView’s social team discovered hot keywords from their
targeted audience by looking for people talking about “#sales.” The
problem was, #sales became washed with companies and people
talking about sales or deals primarily for consumers. The team
adjusted and began to look for people talking about “#B2Bsales,”
significantly narrowing down their options.

Know who your targeted audience is and what they are
talking about.


Define and Identify Trigger Events
Did your prospect or customer just acquire a company? Maybe they
just released a new product. Whatever the news is, share it with the
world. Your prospects will appreciate you for spreading the news.

Maybe you are in hunter mode and looking for new leads. You should
know, with some form of regularity, who uses Twitter at your target
companies. Maybe the decision-maker with whom you are trying
to connect with is using Twitter on a regular basis. If you see some
news about their company, send them a tweet. For example:


Sales trigger events may include:
• Management Changes
• Mergers and Acquisitions
• Social Networking/marketing comments
• New Partnerships
• Funding or Financing
• Expansions or Relocations

Up to the minute, proactive information about your target companies
will turn a cold contact into a warmer lead, therefore speeding up
and enhancing the sales cycle and leading to more pipeline and more
sales. (The buzz phrase for this is to “speed up sales velocity.”

By leveraging InsideView’s watchlists, you
will have countless trigger events at your
disposal to share


Utilizing Twitter Lists
Creating a list 3. Enter the name of your list, a short description, and whether
you want the list to be private (only accessible to you) or public
1. Navigate to your Lists page through the profile drop-down menu (anyone can subscribe to or follow the list).
in the top navigation bar.

4. Click Save list.
2. Click Create list


Twitter lists are the hidden secrets of the social selling
world. Lists curate all of your potential prospects into one feed so
you can see and hear everything they voice.

Any company making the shift towards becoming a social business
should be collecting the social profiles of their customers and
prospects. Scratch that, every company BETTER BE collecting
social profiles for their customers and prospects.

Most companies are not doing this so it’s up to sales people to do
some of the lifting for Marketing and show them how it’s done. This
is how you can easily create Twitter lists for your selling efforts:
2. Do an Advanced Search on Twitter to find people that have the
title you are looking for in their Twitter Bio. It’s not a perfect
Steps on Building and Using an Effective science but it will help.
List of Potential Prospects:
1. Use InsideView! It’s the only application that can target people
with a sales focus. Choose your search criteria and produce
results.


3. Once you have the Twitter profiles you want to add to the list, There are many ways to use lists in Twitter.
create the list in Twitter. Let’s call it “Prospects.” Some sales people have specific lists to a company they are
working with. This way, they can funnel all updates from the
company and the people in the company that are posting on
Twitter. This information gives you some insights to what’s
happening in the organization and can alert you to any changes
they experience.

4. Now the fun starts – begin adding people to the Prospect list
When visiting a contact’s profile, click on the menu, add to list
and add them to the private prospect list.


5 Lists You Should Have
1. Companies in your industry 4. Partners
What companies are in your industry and to whom are they talking to? Partners that work with the same target audience often share similar
The people with whom they engage with could be your needs and questions. Follow your partners and interact with them. The
best prospects. more these partners see and interact with you, the more likely they’ll
remember you when their customers and prospects have a need you
can fill.
2. Competitors
Measure your social efforts by seeing to whom your competitors are
5. Customers
talking to and if you are also in the conversation. 70% of businesses
ignore complaints on Twitter. Be there to clean up the mess! Engage with your customers! One of the best ways to find your
prospects is by looking in the same space as the your customers. If
your customer has a connection to the people to whom they are talking
3. Potential Prospects to, even better! Ask for an introduction.
Find people talking about your industry and add them to your list.
Monitor them on a daily basis and look for those trigger events,
or begin engaging with them. This is a great way to engage with a
prospect without worrying about getting through the gatekeeper or
cold calling.


The Social Selling
Revolution
Sales professionals need to learn from the leaders in social selling

SOCIAL SELLING UNIVERSITY
Buyer behavior has changed. By the time you reach your customers, they probably already know more about you
than you know about them. Today’s buyers are web and social media savvy, they are informed about your offering
and your competitors and they are starting the sales process without you.

75% of buyers will likely 65% of a sales representative’s
use social media in the time is spent not selling – social
purchase process IBM surveyed over 1,000 global buyers. selling can help
They found that 1/3 have already used
social media to engage with their vendors.

V. Six Applications to Make Sales
More Productive with Twitter

“ Just a couple of months ago one of our sales people was on TweetDeck and noticed
a person really struggling with a competitive offering to ours. The rep reached out,
helped the person with their issue, and then began to build a relationship. We took
out a competitor from that account within the last few weeks.”

Alex Shootman - Chief Revenue Officer, Eloqua
@shootman

Six Applications to Make Sales More
1.
Productive with Twitter

Twitter is a fantastic social media for sales tool, Sprout Social allows businesses to efficiently and effectively manage
as it can work wonders for lead generation and and grow their social presence across multiple channels and turn
social connections into loyal customers.
even sales productivity. Yet, as great as Twitter
is, it can also take up a shocking amount of time, The web application integrates with Twitter and other networks
especially if you are going to use it for business. where consumers are engaging with businesses and brands. In
That means you simply must be efficient. addition to communication tools, Sprout Social offers contact
management, competitive insight, lead generation, reporting,
Let’s take a brief look at 6 smart tools that will analytics and more – all in a package that’s intuitive and easy to
help you use Twitter in a more productive fashion. use. One of the most notable features is the ability to compare with
competitors. Comparison will show the number of daily mentions,
percentage of engagements, and also the ability to see who’s talking
to them.

Overall, it is a great, intuitive and affordable product. This would be
recommended for users who have a firm understanding of Twitter
and what metrics they are looking for.


2. 3.

Tweetdeck is a product of Twitter created to offer users flexibility Want to manage multiple accounts across different devices?
within the application. You can arrange various feeds, and if you Seesmic has you covered! This great Twitter tool integrates with 3rd
have multiple accounts, you can schedule and manage those Tweets parties like Salesforce Chatter and LinkedIn and Stocktwits.
via Tweetdeck. This is a desktop app that is all about showing you
the info you need in a convenient structure, and it even works for Overall, it’s a great tool with color scheme options, rounded edges,
smartphones. better spacing around columns and less clutter across the top of the
dashboard to make Seesmic more pleasant to use. The biggest flaw
“One of the reasons why I love Tweetdeck is because I can set is that it lacks features like tabs and analytics, which would make it a
up keywords that I want to receive tweets on. I can have topics, more robust option.
I can have industries and hashtags. I can even keep tabs on my
competitors. It would absolutely blow your mind what kind of Overall, Seesmic may be overwhelming for beginners. Packed
complete disclosure people are willing to offer in these venues.” with options and features, the tool is most commonly used be
Paul Castain, The Sales Playbook Social Media Managers to control multiple accounts and social
media services.
Overall, TweetDeck has the most user-friendly update process with
one account. However, more than two accounts will make a mess
of your TweetDeck dashboard. Especially if you are monitoring
hashtags, lists and searches, as well as general account activity.
Tweetdeck is recommended for users who are just getting started
and want to manage one account.


4. 5.

Once the preferred app of the “Mac Twitterati,” Twitterrific has Hootsuite is a handy Twitter tool that works well for business
seen brighter days on your desktop (meanwhile the iPhone app is applications. Further, it works on iPads, iPhones and smartphones.
certainly an impressive option). As it stands, Twitterrific is hardly an Companies like Fox, Time and NBA use Hootsuite and have thus
improvement on the Twitter.com web experience. One of the biggest given it a stamp of approval.
issues involves not being able to view videos, photos or links that are
posted on your timeline. Hootsuite offers convenience, as you can manage Twitter, Facebook,
LinkedIn and even Wordpress and Foursquare profiles! But it gets
Twitterific has fallen behind their competitors in terms of ease of use better, as you can even manage multiple profiles as well and use
and features, however remains a solid platform for beginners. Hootsuite for keyword monitoring too.

Currently, Hootsuite remains as one of the most popular social
media applications holding an ever growing following of 4 million
users. Overall, the tool can be used at any experience level.
Hootsuite is great for beginners because of its intuitive platform and
multiple features.


6.

Over the last decade, InsideView has established themselves as
the leader in sales intelligence and social selling. In Spring 2012,
InsideView updated their social media feature allowing sales
professionals to view corporate Facebook pages, Twitter profiles and
Blogs. Empowered with list building features, a 360° degree industry
analysis and a consolidation of social media platforms, this tool
gives sales professionals the ability to effectively apply social selling
in their sales cycle. Users can now monitor and interact with their
prospects, through social media, all under one roof.

InsideView is great for all levels of experience. It is intuitive
for beginners or can be also used in advanced social selling for
experienced sales reps.


VI. our 5-Week Social Selling
Y
with Twitter Game Plan

“Social media has been an important part of a number of sales, but has never
been the exclusive component. Last year, close to 70% of our net new name
business originated through some sort of social media contact – but none of it
closed through a single channel or through social media exclusively.”

David Brock - President and CEO, Partners in EXCELLENCE
@davidabrock

Your 5-Week Social Selling Game Plan
The issue with most sales professionals and social selling is the
struggle to set up a game plan that is effective and adheres to their
schedule. Many will go all out for the first week or two and give up
after not seeing any leads come in through their pipeline. Social
selling is not a race, it is a marathon. Like any diet or conditioning
workout, you need a plan.

Whether you’re just getting started with social selling and Twitter
or you want to brush up on the basics, this Social Selling game plan
can serve as your essential guide to becoming an effective B2B
salesperson using social selling.

Not only is this plan effective, it adheres to a sales professional’s
schedule. By taking only 10-20 minutes out of your day over a
5-week period, you will build a solid social selling foundation and
drive hot prospects into your pipeline. Remember, what you put into
this game plan is what you will get out of it.


Social Selling University - 5 Week Game Plan for Twitter
Monday Tuesday Wednesday Thursday Friday
Create your profile picture Build List #1 of influencers in
Start searching the keywords
Week 1 Set up your Twitter account and write your Twitter your industry– add 5 people Start following 10-20 people
of your industry
Summary to it

Pull up List #1 of industry Search your keywords again Find and bookmark 2 or 3 Raise the number of people
Build List #2 of 10 Partner
Week 2 influencers and begin and begin engaging and blogs or websites that fit your and companies you follow to
Companies
chatting with them answering questions industry 30-50 people

Tweet 5-10 times today:
Pull up List #2 of Partner Build List #1 and #2 to 20 Build List #3 of 10 Raise the number of people
articles from your blogs,
Week 3 Companies and congratulate members in each list – start Prospective Companies – and companies you follow to
congratulations to companies
them on recent successes engaging with the members make it private 50-70 people
or engage with influencers

Pull up List #3 and begin Pull up all of the people Build List #4 of 10 Potential Raise the number of people
Build all of your lists and
Week 4 engaging with prospective following you and begin Prospects (people) – make it and companies you follow to
tweet 10+ times
companies asking them questions private 70-90 people

Pull up List #4 through your
new Twitter Application
Choose a Twitter Application Raise the number of people
Start saving specific and begin engaging with Build List #5 of 10
Week 5 that works for you – Sprout and companies you are
hashtags, keywords and lists your potential prospects – Competitors – make it private
Social, Hootsuite, etc. following to 100+
ask questions, tweet them
content


VII. Twitter for Business
Case Studies

“We were reaching people when they wanted to be reached, when they want to
have a conversation – not when we wanted to have a conversation.”

Craig Robertson - CEO, ecycler.com

ecycler.com Uses Social Selling with
Twitter to Eliminate Cold Calling
ecycler.com, founded in 2009, “We spent a lot of time cold calling or direct emailing,” said Craig
is an Internet-age spin-off of Robertson, co-founder and CEO of ecycler.com. “We would catch
the cash-for-cans concept. people when they were busy and they didn’t want to talk to us.”
Rooted in the belief that one The founders decided to take on a new approach: build awareness
man’s trash is another man’s among businesses and individuals through social media –
treasure, the site connects mainly Twitter.
recycling discarders with
collectors for mutual benefit. “We were reaching people when they wanted to be reached, when
they want to have a conversation – not when we wanted to have a
As an early startup, ecycler’s conversation,” says Robertson.
had a weak marketing
budget and their targeted audience was very specific: discarders and
collectors.

Social Selling Results from ecycler.com
• On average, the company lands one meeting per week with potential partners, collectors or discarders through Twitter
• In a 3-month challenge, ecycler.com added 151 collectors and 623 discarders.
• ecycler.com regularly receives coverage from relevant bloggers by meeting them first on Twitter.


Why Doctors are Tweeting During Surgery
This case study goes way back to the early developments of Twitter
and social media. Dr. Joel Wallskog, an orthopedic surgeon at Aurora
Health Care in Milwaukee, used Live Tweeting while conducting
orthopedic surgery.

“I think it’s a unique opportunity to explore
innovative ways to communicate with patients
and alleviative fears they may have about joint-
replacement surgery,” said Dr. Wallskog.

People were allowed to watch surgery live and could tweet questions
to surgeons. What exactly is the takeaway here? By tweeting
successful operations and answering questions, Dr. Wallskog
established himself as a trusted advisor and expert in his field.
Rather than tweeting “Hey check out Aurora Health Care,” he
established as the person to approach about these difficult medical
procedures. As a result, the leads began to come to him.

It’s no wonder this Wisconsin hospital and HootSuite customer is
seeing a 15% conversion from lead to customer using live Tweeting
during orthopedic surgery.


Take Social Selling with Twitter to the next
level and use a tool that brings ALL of the
selling elements together onto one platform

During the last few years, over a thousand
InsideView customers have adopted Social
Selling and are now seeing:
Higher qualiﬁed lead volumes
Increased opportunity conversion rates
Higher than average contract volumes
Higher renewal rates

Download InsideView FREE and put
your social selling skills to the test

The mission of the Social Selling University (SSU) is to educate
sales and marketing professionals on emerging social media best
practices for increasing sales and marketing productivity – with
the ultimate objective of driving revenue.

Follow us:


WEBINARS
Increase ROI by learning
from the best in the business
www.insideview.com/demos

BLOG
Read blog posts from the
top sales professionals
blog.insideview.com
444 De Haro Street, Suite 210
San Francisco, California 94107

Main: (415) 728-9340
Fax: (415) 728-9350 CONTENT
Be the first to receive our new
www.insideview.com Social Selling books
R072012 www.socialsellingu.com

2012 howto usetwitterforsocialselling

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (19)

Destacado

Destacado (12)

Similar a 2012 howto usetwitterforsocialselling

Similar a 2012 howto usetwitterforsocialselling (20)

2012 howto usetwitterforsocialselling