Social Selling: How to socially influence your prospects before they've contacted you

Social Selling:
How to socially influence your
prospects before they've contacted you.
Presented by:
Olivier Choron, CEO and Founder, purechannelapps
Commercial in Confidence – (c) purechannelapps Ltd. 2014 11

Background
• purechannelapps™ incorporated in 2011
• socialondemand®: social media amplification software
• newsondemand: dynamic and targeted e-communications
• Selected customers:

Social Selling – Why?

Social Selling – What is it? By Peter Ostrow, VP, Aberdeen Group
• Internal Collaboration
Using the power of the collective wisdom of the people around us in our company/
team/ circle, to understand more about the prospect or customer to whom we want
to sell, how to do our job better, etc.
• External Listening
Where is the information, tweets, posts and blogs that my customers and prospects
are creating or that are being created about them that I can leverage to make that
deal happen more effectively?
• External Participation
Become a subject matter expert who offers information and contributes to the
discussion. Eventually folks will come to you and treat you as someone who can
help them as opposed to fear that you're somebody who's just trying to sell to them.

How to become an ‘Expert’
Engaging – Compliant – Easy-to-share

“Empowered tech buyers
are two-thirds into the buying cycle
before engaging sales”
Forrester Research
Influencing people you don’t really know

Customer want knowledge

Engaging content: rich, appealing, interactive and varied

Compliant content: Brands can still control content

Easy-to-share content: difficult in a complex sales ecosystem

Social media – the answer

Go beyond your ‘marketing’ social networks
Use the extensive social networks of:
Your CxOs
Your Sales Teams
Your Sales Partners
Your other Brand Advocates

If content is king, content distribution is the kingmaker

If content is fire, social media is gasoline

The facts
252
resellers
103
LinkedIn accts
54K
LinkedIn contacts
23
Facebook accts
75
employees
209
LinkedIn groups
12m
LinkedIn members
279
Twitter accts
255K
Twitter followers
41
LinkedIn accts
25K
LinkedIn contacts
77
LinkedIn groups
2m
LinkedIn members
58
dealers
14K
Facebook friends
52
Fanpages
457K
Fanpages likes

Social Media amplification via channel partners/ employees
Multi-tier global
content creation and
approval workflow
Extensive analytics
Comprehensive
filtering
Leverages social
APIs

Brands inputs news items (and tag them)
The posts are published automatically on the employees’ and/or
partners’ social network(s), if they have selected this option.

Brand managers create
posts
They set the ‘territory’ the
post is applicable to
They set the post category
and customer targets

Employees and/or partners receive the news
by email and login, to view/ edit/ schedule/ post the items

Users receive an
email with ONLY
the content they are
interested in.
They click on ‘Edit/
Publish’.

Users login to their portal.
They can view, edit and schedule all versions of
the posts (Twitter, Facebook, LinkedIn, Xing).
They can send to all selected social networks
(one button for all) or schedule at different times.

The news items are posted on the advocates’ social network(s)

The posts appear as if
posted by the users.

Followers (buyers) read the posts, click on the
links and call the employees or visit the
partners’ shops or sites!

Followers (buyers) click on
the short url, and go to the
original ‘content’.
They can also complete a
‘contact form’ to get in
touch with the advocates.

• Brand messages can reach much wider audiences, as they can
leverage their retailers, employees and other brand advocates.
• Content reaches those that count, the consumers, through those
who can actually sell and influence, the partners and employees.
• Easy for partners and employees to become ‘socially active’.
• Social media amplification empowers users with compliant
content.
• Enterprise-class platform enabling the distribution of social media
content globally (27 languages) .

Social media amplification: case study

To enable Social Selling
#1 SET INTERNAL POLICIES AND GUIDELINES
#2 BUY IN LINKEDIN SOCIAL SELLING TOOLS AND OTHER PLATFORMS
#3 USE SOCIAL MEDIA AMPLIFICATION PLATFORMS
#4 SHARE YOUR CONTENT TO EMPLOYEES, PARTNERS AND ADVOCATES
#5 PREPARE YOUR SALES TEAM TO ACT QUICKLY
#6 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD
#7 ALWAYS ADD VALUE – THOUGHT-LEADERSHIP/ OPINION PIECES
#8 MEASURE THE SUCCESS OF YOUR ACTIVITIES
#9 LISTEN, GATHER FEEDBACK AND LEARN

Thank you.
Olivier Choron,
CEO and Founder, purechannelapps
olivierc@purechannelapps.com
+44 (0)7876 472 461
@purechannelapps
http://purechannelapps.com/uploads/infographic_socialondemand_PCA.pdf

Social Selling: How to socially influence your prospects before they've contacted you

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