Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Sales2.0
1. What is Social Media? What is Web 2.0?
• Next generation of Technology
communication
Social Interaction
• Uses technology to
streamline the
information sharing
process
Community
• New way of people Connection
working together Collaboration
Conversation
2. A Tweetseye View of the Sales 2.0
Conference San Francisco
insideview:”marketing & sales are merging in
#sales20
Jason_Rothbart: Lots of talk about twitter and
what’s the business value #sales20
jillkonrath: Why doesn’t sales use 80% of content generated by Marketing? Thoughts
anyone? #sales20
trisler: @jillkonrath Many salespeople view marketing as the enemy. They feel they really
don’t understand. #sales20
BtoBGuru: @jillkonrath sales doesn’t use mktg content b/c mktg forgets to ask sales
what’s useful, & measures volume, not value, of content #sales20
damphoux: Tom Barrieau, IDC prospects say 57%
of reps show up for introductory appointment
unprepared - be prepared #sales20
3. “ I met with some very wonderful people yesterday.
But not a single person told me how
their
product would help me generate
more revenue, cut costs, or save time.
- A blogger from Sales2.0 San Francisco
7. A Story
• Did you know 9 out of 10 Americans shop WalMark in America?
• Use social media to connect with their internal and external
community
Increase Loyalty
Guiding Reinforce brand Gain
Principals pillars understanding
Decrease cost
8. Objective: Build deeper relationship
Build relationship with their Target Consumer by
activating Money Saving Mom Community
10. Learning from Gary
• Be Genuine - Be true to yourself
• Hustle - Put in more work than the other guy
• Watch the Tools - ” always pay attention to
the nerds, when the nerds talk I listen - the
tech scene is the future”
• Be the Expert - Learn everything
you can about your industry,
know more than the other guy
11. Where do you start ?
• Explore
• Participate
• Strategize
• Tools
• Promotion
12. The audience is changing
• Have an open
mind
• Become part of
the community
• Facilitate the
conversations
Editor's Notes
There are now about 1.5 million female users older than 55 on the site, the group says -- roughly a 550 percent increase over six months ago. By comparison, membership among people younger than 25 grew by less than 20 percent over the same period, Inside Facebook says.Facebook now says it has 200 million users, making its user base larger than the populations of all the world's countries except China, India, the United States and Indonesia. Such a vast presence, coupled with news media buzz about all social media, has pushed online social networking to a \"tipping point,\" said Amanda Lenhart, a senior research specialist at the Pew Internet & American Life Project.
1) The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report2) The 55+ demo is not far behind with a 194.3% growth rate3) The 25-34 year population on Facebook is doubling every 6 months4) There are 27,912,480 users 21+, representing 66.3% of all users5) Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest6) There are more females (55.7%) than males (42.2%) on Facebook - 2.2% are of unknown gender.7) The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.Take away? Should a marketer be concerned about this shift ?
- Females make up 53% of Twitterers- Twitter's largest age demographic is 18-49year olds who make up 78% of its users.
Money Saving Mom Blogger Jessica Smith (Jessicaknows.com) created a contest for a free video camera provided by flip. Her subscribers sent her fall fashion ideas that she challenged she could create at Walmart for $75. Her community voted on the top submissions and she produced a video of her shopping visit
Gary Vaynerchuk (VAY NER CHUK) is a 33 year old self-trained wine expert who is revolutionizing the wine industry. His webcast, “The Thunder Show”, on www.winelibrarytv.com, attracts over 90,000 viewers each dayHe sampled every wine that entered the store. Customers depended on Gary for his advice and within a four year time period, Wine Library grew from a $4 million dollar business to a $40 million business.his Russian immigrant parents owned a liquor store when he was growing up. Bored at the cash register, Gary began reading The Wine Spectator and books about wine and realized collecting wine offered an allure similar to his previous hobby of collecting baseball cards. As a teenager, tasting wine was legally impossible, so Gary set out to train his palate “backwards”. To study various flavors associated with wine, Gary tasted obscure fruits and vegetables, along with earthly influences, including grass, dirt, rocks, tobacco and wood. “I probably consumed more New Jersey grass in my teens than any lawn mower.” By familiarizing himself with the numerous tastes that contributed to a specific wine, Gary was able to detect subtleties that an ordinary palate wouldn’t recognize.With a wealth of knowledge and an entrepreneurial spirit, Gary spent every weekend of his college years at his parents’ store, rebranding the family business as Wine Library and establishing himself as a respected expert. As the store’s only wine buyer, he sampled every wine that entered the store. Customers depended on Gary for his advice and within a four year time period, Wine Library grew from a $4 million dollar business to a $40 million business.
1. Explore. Get online and see what's out there. By searching on Yahoo or Google, find various people and organizations in your area or niches using social media to connect and build communities. More than likely there's a car enthusiast club in your area with a Web site or blog. Read their Web sites, blogs or bulletin boards. You may find that your services and expertise are appreciated.2. Participate. I'm not talking about blatant self-promotion. Build relationships with the communities that are a fit for your business. Offer to post advice about insurance that members should consider (via guest blog posts, online articles, podcasts, etc.). Offer to do workshops. Post comments to blogs where you know you can provide good information. Join networks that relate to your business. LinkedIn (www.linkedin.com) can provide contacts that can grow your business. The same could be said about Facebook (www.facebook.com) and other networking sites. Once you join, search for individuals or businesses with shared interests. 3. Strategize. Just as with traditional media, the best results are generated by businesses that have a plan. Some of the communities may be fun but assess if they are adding to your business or just creating a distraction. Decide where and how you are going to participate and set goals that can be measured. Some social media tools may be good for creating awareness; others may be better for generating sales. Also decide how much of your online efforts should be for prospecting and how much should be geared towards existing clients.4. Tools. Decide which social media tools best fit you and your business. Make a list of the tools you've participated in (blogs, social networks, podcasts, wikis, video sites, etc.). A social network could be great for creating niche communities that could lead to referrals. A blog could be a great platform for informing clients about new products and increasing your profile as a subject matter expert. Decide whether to utilize existing tools and sites or create your own. It requires very little investment to create your own social network and a blog can be created at almost no cost utilizing such tools as Blogger (www.blogger.com) or Wordpress (www.wordpress.com). Additionally, podcasts (audio or video) can be created with very little investment.5. Promotion. Cross-promote by mentioning your online tools when utilizing more traditional forms of communication and advertising. Use letters and postcards to direct existing clients online. Give clients an opportunity to contribute to your online communities or blogs. Utilize relationships you built in the earlier stages to generate links to your media. Add online addresses to business cards, letterhead and statements. Nothing will beat good content and word-of-mouth in driving traffic to your social media tools. Be patient and stay focused. Stone, principal and marketing strategist, Insurance Insight Group (www.insuranceinsightgroup.com) in Park City, Utah, has 20 years experience in insurance. A licensed insurance agent, he consults on marketing communications and online functions performed by insurance organizations. Previously he served in executive positions at a major insurance carrier and a national marketing organization. He can be reached at mark.stone@iigsolutions.com.
Executives need to understand the nature of this change if they are going to take advantage of itHave an open mindYour audience can help create and spread media thruogh their networks with intimacy and authenticity.Energize your audienceBy equipped your staff with tools to sell and promote your brands.
