gavin heaton
TRANSCRIPT
Social Selling
November 2011
From Open Networks to Closed Communities
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http://www.flickr.com/photos/shelleyp/
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http://www.flickr.com/photos/keithallison/http://www.flickr.com/photos/achimh/ http://www.flickr.com/photos/jamesboyes/
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http://www.flickr.com/photos/ivyfield/
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@TimLonghurst
1. Eye on the future
2. Finger on the pulse
3. Seat at the table
“The game had changed ...”
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Social Media Adoption
http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/
http://techcrunch.com/2011/10/17/twitter-is-at-250-million-tweets-per-day/
The growth of social networks has been accelerating.
Daily users (August 2011):
Facebook – 310 million
StumbleUpon – 27.5 million
Twitter – 22 million
Flickr – 10 million
LinkedIn – 8 million
Twitter messages (per day):
September 2010 – 90 million
January 2011 – 100 million
October 2011 – 250 million
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Knowledge Doubles
Kurzweil shows that
knowledge doubles every
year and has been doing
every year since the 60s.
How do we deal with this
avalanche of information?
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Eric Schmidt, Google
Between the dawn of
civilization through 2003,
five exabytes of data was
created ... Now that much is
created every TWO days.
“
”
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Tech Innovation
There’s more power in
your hand than what was
used to put man on the
moon
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Can You Be Interrupted?
http://news.cnet.com/8301-27083_3-10469162-247.html?part=rss&subj=news&tag=2547-1_3-0-20
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Social media is not just about sales or marketing (though it is a good place to start)
Your Business
SALES
Social Selling
HR
Social Recruiting
COO
Social Customer Service
MARKETING
Social Marketing
CHANNEL
Social Ecosystem
COMMS
Social Public Relations
Every organizational unit is being impacted by social
Sales or marketing is an obvious first step for most enterprises. Aberdeen Group recently reported (June 2011) that 53% of retailers are pressured by increased consumer use of social media.
But it’s not just about “listening” or monitoring, it’s about shadowing the constant shifts in customer affinity.
Gain customer intelligence
Identify new sales targets
Develop closer relationships
Shorten buying cycles
Grow your prospect base
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People are less reliant on advertising
Decision makers are turning to their trusted networks for advice at all phases of the sales cycle
And so should we!
They are researching options before they commit
Why Think About “Social”? The “Game Changer”
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Identify buyer
Initial Contact
Meeting/Call
Assess Needs
Determine Budgets
Demo or Proof of Concept
Submit Proposal Purchase
Outbound Sales
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Search, find, research
Website and Resources
Download and View
Initiate Contact Share Project Info
Share Specs Engage in Demo
Request Proposal
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We needed to reframe the sales process
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Use available tools (slingshot) to aim the birds (each with special abilities) at structures
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The objective:
“eliminate the pigs”
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Developed by Rovio Mobile
“puzzle video game”
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“addictive game play” win
win
win
win
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Three Primary Elements
Targets Players Strategies
ah s
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Sponsor
Stakeholders
Distractions
Don’t forget to smell these
Influencers
“Targets”
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“Players”
Account Executive
Sales VP
Quota
Closed
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“Strategies”
ah s
Where do you aim?
What is your angle?
Direct/indirect?
Focus and effort?
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Social Selling and Social Customer Relationships
How do we respond to
these complexities?
Using the scale and
reach of social networks
to accelerate and
extend the sales
process.
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The customer is in control of the
conversation. SCRM is the
company’s response to the
customer’s control of the
conversation. There is no joint
ownership of the conversation.
But there is no control by one or
the other of the relationship
between them. Though the
“power balance” can lean toward
one or the other. Right now it
leans to the customer.
“
”http://bit.ly/rAzQGx
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Three Cs of Community Engagement
Content Source Transform Coach Tag +
Spotlight Consumption
Cadence Timing + Pace Orchestration Message
Discipline Ride the
Waves
Conversation Monitor +
Respond Identify +
Leverage Influencers
Collaboration Drive + Leverage
Campaigns
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Players
Targets
Strategies
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Players
Targets
Strategies
Eye on the future
Finger on the pulse
Seat at the table
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CIO
VP
Knowing your targets
Fish where the fish are
Connecting the dots
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Connecting Your Network
1. How many connections do you have?
2. How many customers are you connect to?
3. How many colleagues are in your network?
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http://www.breakingcopy.com/social-media-flowchart-status
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Easy to Start, Small Steps
Small time commitment and modest objectives:
1. Grow connections by 25%
2. Publish 12 status updates
3. 10 step, assisted program
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10 Step Program
1. Training
2. Profile Makeover
3. Connect to People You Know: Outlook plugin Connect to colleagues Follow companies
4. Connect to People You Need Advanced search Reachable
5. Participate in your network Status updates, thought
leadership Groups
6. Make It Part of Your Day
7. Amplify Campaigns and Themes
8. Direct Contact: Look to stakeholders and
influencers Ask for introductions
9. Follow Guidelines Corporate guidelines
10.Supercharge Your Summary
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Quick wins
Demonstrate value
Measurable
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One Connection Opens a Network of Opportunity
CEO
CFO
CEO
CEO CEO
CEO
CEO CIO
CEO CEO
CEO
CEO
CEO
CEO
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Network Becomes Your News
1. Keep up-to-date with your contacts through Profile feed
2. Use LinkedIn Today to see what is relevant and important in your network
3. Participate and engage with your network in the one place
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Supercharging Your Summary
Employ the principles of inbound marketing on your Summary
STOP: Using the “Summary” space to summarize your experience.
START: Using it to put forward your value proposition to any contact.
Explicitly: Welcome people to your profileDescribe recent scenarios or use cases where you have delivered results to your customersExplain why someone should contact you
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The Open Network is Also a Gateway
Lessons Learned Outcomes
Different birds are different
Those from the Twitter program picked up LinkedIn more aggressively
Most people overestimate their expertise
Momentum is only achieved through participation (ie you have to engage with the concept before you see success)
Even the most uncommitted participant grew their network by 20%
Many participants grew their networks by over 40%
It takes longer than you can imagine
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“You Always Need Another Level”
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SAP Community Network
http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton-sap
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http://www.flickr.com/photos/42228837@N06/4220872666/
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PCN Connect
An innovative, closed community platform connecting information, knowledge and people from SAP and the network of premier customers.
Not all information – just the most relevant (self service)
Support the customer decision making process
Connect customers with each other
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Combining Open + Closed Networks
CustomerNetwork
ClosedNetwork
OpenNetwork
1. Eye on the future
2. Finger on the pulse
3. Seat at the table
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Thank You!
Contact information:
Gavin HeatonE: [email protected]: +61 404 004 516 http://www.linkedin.com/in/servantofchaos @servantofchaos