1. Social Media is Dynamite
USING SOCIAL MEDIA
TO PROSPECT, WIN & MANAGE
MAJOR ACCOUNTS
A Quick Guide

2. Can social media help sales achieve targets?
• Yes, many of the best major account
managers, globally, are already using
social media
Identify
• There are a set of key social media
activities (The ILC Model - Identify, Listen &
Create) that can be learned & developed or
outsourced
Listen
• This presentation is a quick guide to these
activities for all involved
• If you wish to discuss outsourcing these to
provide prospect, client and competitor Create
social media activity & opportunity reports
please make contact
• Results are trackable too – use the ideas
for selected accounts and track and
compare the results over a 6 month period
to other similar accounts

3. How to use Social Media for
to Identify Problems & Initiatives
• Use automated search tools to uncover
problems/initiatives/opportunities to
engage in all Twitter/LinkedIn/Facebook
accounts in target organisations
Identify
• List accounts with problems/initiatives
you can solve or assist with
• Track solutions, incidence rates, speed
of response by targets
• Identify intermediary contacts, between
you and the target from their lists of
followers & friends
• Identify true buyers

4. How to use Social Media for
to Listen to Major Accounts
• Go beyond LinkedIn & Twitter &
Facebook to Google search and
track YouTube, online media &
web site mentions
• Analyze incidents, positive or Listen
negative sentiment and culture
cues
• Track staff personnel changes,
marketing activity changes & all
PR activity
• Identify issues that cross over
with your products, services and
skills

5. How to use Social Media to
Create a Social Media Major Account Initiative
• Create channels to the target
through existing contacts you
share
• Create Twitter feeds,
LinkedIn/group posts, Facebook Create
posts related to target problems
and initiatives
• Create longer posts, events,
YouTube videos and
whitepapers
• Identify existing internal staff
who can assist and existing
material for repurposing

6. Why aren’t sales doing this now?
• They are managing existing accounts & projects including
fire fighting, internal resource issues and customer
relationships
• They are training on new and existing products & on soft
skills to ensure staying up to date in all areas
• They are identifying prospect accounts and managing
existing proposals to these accounts
• They are producing reports for internal & external use
• They are attending internal meetings and updates on
team, division and company activities
You want them to do social media ILC too?

7. What experience is this based on?
25 years sales and marketing experience in Ireland and the UK,
including 8 years in sales management.
Experience in the delivery of sales training, course material
development, customer research and multimedia training.
A related guide to social media called Social Media is Dynamite
due to be published in the Autumn of 2012.
www.socialmediaisdynamite.blogspot.com