Social selling is more than just a buzzword. It is an extension of the social business that helps buyers to better get to know you, like you and trust you enough to become a loyal customer and maybe even a fan and advocate of your company. In order to be successful in social selling, sales people need to stop talking just about themselves and their products and open up a dialogue with prospects. Effective social selling combines strong social connections and effective content and storytelling techniques to build a strong personal brand., These slides present the need for personal branding and also the 5 steps to effective social selling in the "day in the life of a social sales person."

1. Social + Content + Your Brand
Social + Content = Your Personal Brand
Michael Brenner
SAP Vice President - Marketing & Content Strategy
@BrennerMichael

2. © 2013 SAP AG. All rights reserved. 2@BrennerMichael
Edelman Trust Barometer – Time for Brand You!

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I Think I Know What You’re Thinking?
The top reasons people give for not working out,
not eating right, or not building a personal brand:
1. I’m too old
2. I don’t have the time
3. It’s not important (I don’t see the value)
4. I don’t know how
5. I don’t have anything interesting to say

4. © 2013 SAP AG. All rights reserved. 4@BrennerMichael
Why Should I Be Active In Social?
What is personal branding?
“Those characteristics that make
you unique and how you
communicate that to the world.
The objective of personal
branding is professional
success and is directly linked to
the success of the company we
serve.”
~ Dan Schawbel, author of Personal Branding
It’s a journey . . .

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The myth of business vs. personal profile
We are officially beyond the days where you can have a
distinct “personal” and “corporate” profile. You must decide
who you are and bleed it. From all accounts!
~ Lisa Barone Co-Founder, Outspoken Media

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Tips For Personal Branding Success
• Define audience and set objectives
• Why are you talking?
• Who are you talking to?
• What’s in it for them / you?
• Build it in to every day
• Scan, filter, read, connect, write, respond
• Social media success = minutes per day
• Have a goal: 2 blogs per week Tues / Thursday
• Build relationships of mutual benefit
• Social “gifts:” Retweet me, I might ReTweet you!
• The new content rules
• If it isn’t a keyword, no one cares
• Titles matter
• Bullets help
• Tell stories: Hero, a quest, a journey, an obstacle and a resolution

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Day In The Life of a Social Sales Person
Success in Less Than An Hour Per Day
Success in Social has two legs: Great Content and Strong Connections
Connections: Surround your target audience
1. Spend 15 minutes to define and “touch” key influencers in your space
• Set a goal to engage with x influencers every day
• Create an influencer twitter list, subscribe to their blog or company RSS feeds, comment
on and share influencer blogs.
• Use social platforms to “talk” to your connections. Ask questions like “can you
recommend the best websites you go to for helpful information? Or what conferences
you attending this year?
2. Spend 15 minutes adding new connections
 Set a goal of adding X connections every day
 On Linkedin, always use personalized email introductions based on something personal.
 Use Klout to tell you who influences your target and their influencers

8. © 2013 SAP AG. All rights reserved. 8@BrennerMichael
Day In The Life of a Social Sales Person
Success in Less Than An Hour Per Day
Success in Social has two legs: Great Content and Strong Connections
Content: Share content that is helpful or entertaining
1. Check your social inbox: Twitter mentions, Linkedin, RSS feeds
2. Add RSS feeds to email you shareable content for your network
• Harvard Business Review is the most shared resource on the web (“Look how smart I
am!”)
• Business Insider, Inc. Mag and Entrepreneur, SmartBrief. Go here for a full list.
3. Share at least one story from LinkedIn today (what your network is reading
and sharing) or the sources above.

9. © 2013 SAP AG. All rights reserved. 9@BrennerMichael
Activating SAP Employees: Where to blog?
Business Innovation, Forbes, “SAP Community Network”
Where million of engaged
professionals discuss the
intersection of IT and business
strategy.
http://scn.sap.com/community/business-trends
Connecting SAP thought
leaders to the business
leaders on Forbes..
http://blogs.forbes.com/sap/
Earning an engaged audience
by answering customer
questions to help them
innovate and grow.
http://blogs.sap.com/innovation/

10. Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Connect with Me:
Slides available on:
Slideshare.net/MichaelBrenner
Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation
Twitter:
@brennermichael