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ABCs of Social Selling and Building Your Global Brand in a World of Social Cannibals

B2B buyers are anywhere between 57% to 70% through the buying process prior to engaging with sales. Your buyers are having a learning party without you. And the modern buyer is digitally driven, socially connected, mobile, and empowered with unlimited access to information. Is your sales team ready? This session will show why social selling is a critical part of global brand strategy, and how sellers should master social channels such as LinkedIn to cut through the noise from social cannibals.

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ABCs of Social Selling and Building Your Global Brand in a World of Social Cannibals

  1. 1. #SocialSelling Meet the Modern Buyer
  2. 2. Is Social Media a Fad? @jill_rowley #SocialSelling
  3. 3. The ABCs of Social Selling – Always Be Connecting @jill_rowley | #SocialSelling
  4. 4. Why do Social Selling? @jill_rowley #SocialSelling
  5. 5. Shift your mindset from selling to serving. Focus on your buyer’s business outcomes instead of your quota.
  6. 6. Customers expect companies to feel personal and authentic @jill_rowley #SocialSelling
  7. 7. ADAPT OR DIE BE REPLACED Become transparent, responsive, & collaborative or else risk being left in the dust by competition @jill_rowley #SocialSelling
  8. 8. @jill_rowley #SocialSelling
  9. 9. @jill_rowley #SocialSelling #PurposeBeyondProfit #MakeMoneyThatMatters
  10. 10. 92% of B2B buyers start search online… @jill_rowley #SocialSelling
  11. 11. 82% of the world’s online population can be reached by social networks @jill_rowley #SocialSelling Source: insites-consulting.com
  12. 12. 57% of the buying process done before engaging sales Then Now @jill_rowley #SocialSelling VS.
  13. 13. The Power of Peer to Peer
  14. 14. Only 33% of buyers trust what a logo tells them But 92% trust what another buyer tells them!
  15. 15. Meet the Modern Buyer @jill_rowley #SocialSelling Digitally-driven Socially-connected Mobile Empowered
  16. 16. Decision-makers are more knowledgeable. Unlimited access to real-time information about your company, products, competitors, customers, industry experts and influencers "The best reps are not just present in social, they position themselves as credible and influential sources in customer networks.” This affords them more access to buyers. - Sales Executive Council
  17. 17. It all comes down to trust.
  18. 18. You have to break through the clutter.
  19. 19. Always look at things through the customer’s eyes.
  20. 20. @jill_rowley #SocialSelling Social Selling is using Social Networks to do Research to be Relevant to build Relationships that drive Revenue.
  21. 21. @jill_rowley #SocialSelling
  22. 22. Traditional Selling vs #SocialSelling @jill_rowley #SocialSelling
  23. 23. 5 Pillars, Practices, Principles of Social Selling @jill_rowley #SocialSelling
  24. 24. The 411 on Content @jill_rowley #SocialSelling
  25. 25. • Headline should be descriptive; NOT your job title • Include #hashtags Review the “Who’s Viewing Your Profile” • NEVER leave blank • Tell stories • Write in the 1st person. This is not your online resume!! • Choose skills you want to highlight • Seek endorsements & recommendations - do the same for others Headline Include #Keywords Profile Summary Recommendations & Endorsements •High quality and professional photo •11x more likely to be viewed with a photo Profile Picture Keys to a Successful LinkedIn Profile @jill_rowley #SocialSelling
  26. 26. Add Rich Media to your Profile @jill_rowley #SocialSelling
  27. 27. Recommendations Establish Credibility @jill_rowley #SocialSelling
  28. 28. The Art of a LinkedIn Invite @jill_rowley #SocialSelling
  29. 29. Don’t be Single Threaded
  30. 30. Join Groups on LinkedIn @jill_rowley #SocialSelling
  31. 31. Use Your Alumni Network @jill_rowley #SocialSelling
  32. 32. TWITTER @jill_rowley #SocialSelling
  33. 33. 1. Pick a simple and short username (this is your brand) 2. Create a personal profile 3. Upload a good picture (no eggheads!) 4. Include your LinkedIn URL in your bio 5. Listen first, find your voice 6. Follow influencers and experts in your field; Create lists 7. Share things that are useful and relevant to your followers 8. Do no just self-promote or share your stuff 9. Engage with your followers (@reply, RT and mention) 10. Use #hashtags – example is #EmployeeAdvocacy #IoT @jill_rowley #SocialSelling
  34. 34. Is this a good Twitter profile? @jill_rowley #SocialSelling
  35. 35. @jill_rowley #SocialSelling
  36. 36. Social Listening • Keep up to date (NEWS) – Spot industry news trends; find what’s #hashtag trending, what’s important to your customers/clients/competition – “Attend” industry events via #hashtag – Stay current on what your competitors are doing • Which utilities/platforms should you use? – Some social aggregators are more beneficial than others (e.g., Hootsuite, TweetDeck, and Google alerts) @jill_rowley #SocialSelling
  37. 37. Twitter: Starts with Listening @jill_rowley #SocialSelling
  38. 38. 6 Things to do Right Away! • Optimize your LinkedIn profile for the Buyer; not the Recruiter. • Create a Twitter account and/or complete your profile. Photo. Bio. LinkedIn URL. • Research and Follow your Customers on LinkedIn and Twitter. • Expand your Professional Network. ABC = Always Be Connecting. Leverage your College Alumni. • Join LinkedIn Groups where your Customers are Members. • Research and Follow your Competitors. See who they are following and who is following them. @jill_rowley #SocialSelling
  39. 39. The ABCs of Social Selling – Always Be Connecting @jill_rowley | #SocialSelling

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