the science of social selling: measuring adoption and results with linkedin
TRANSCRIPT
![Page 1: The Science of Social Selling: Measuring Adoption and Results with LinkedIn](https://reader031.vdocuments.us/reader031/viewer/2022030312/58ee18e51a28abe0328b462f/html5/thumbnails/1.jpg)
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
Lauren Mullenholz Insights Leader, LinkedIn
The Science of Social Selling: Measuring adoption and results with LinkedIn
Alexander Low - @JLL_Law Head of Client Development Office Agency, JLL
#salesconnect
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How have others seized the opportunity?
Measurement Education Exec Alignment
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SOCIAL
Success Stories Social SelIing Index (SSI)
ADOPTION
Pipeline & Revenue
ROI
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Are you presenting at a breakout session?
Make sure your segue slides are the right color.
To swap the slide master...
On the View tab, click Normal.
In Normal View, in the thumbnail pane on the left, click the slide that you want to apply a layout to.
On the Home tab, click Layout, and then select the layout that you want.
Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
SSI Defined
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Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82
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The components of social selling
Create a professional
brand
Find the right
people
Engage with insights
Build strong relationships
100
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The impact of SSI
New clients
Meetings secured
Opportunities generated
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Are you presenting at a breakout session?
Make sure your segue slides are the right color.
To swap the slide master...
On the View tab, click Normal.
In Normal View, in the thumbnail pane on the left, click the slide that you want to apply a layout to.
On the Home tab, click Layout, and then select the layout that you want.
Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
How do we really look?
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It’s lonely at the top
46.7%
51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%
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Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%
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ANZ
30.0
ASIA
24.1
EMEA
27.9
LATAM
21.2
NAMER
30.1
SSI by Region
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ANZ
+33%
ASIA
+36%
EMEA
+34%
LATAM
+46%
NAMER
+29%
SSI by Region
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United Kingdom
30.7
France
23.0
The Netherlands
31.8
SSI by Country
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United Kingdom
+27%
France
+33%
The Netherlands
+29%
SSI by Country
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Tech and professional services lead
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
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But retail, manufacturing, and auto are growing quickly
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
+37%
+37%
+43%
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The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling
‘12-’14 ’18 -’19 ’20+ ’16 -’17
Tech/Media
Professional Services
Retail, Auto,
Manufacturing
34
2015
21
2015
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SMBs show greater social selling adoption
27.1
27.9
30.5
Enterprise Mid-Market SMB
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27.1
27.9
30.5
Enterprise Mid-Market SMB
SMBs show greater social selling adoption
+32% +32%
+34%
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The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling
‘12-’14 ’18 -’19 ’20+ ’16 -’17
SMB
ENT, Mid Market
31
2015
27
2015
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Globally there’s room on the adoption curve
All Sales Professionals
Median: 22 SC Attendees
Median: 63
0 100
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Leaderboard
1 93
2 92.8
3 92.7
4 92.5
5 92.1
6 91.7
7 91.5
8 91.4
9 90.3
10 89.9
Richard van der Blom
Alan Crean
Xavier Monty Wendy van Gilst
Oliver S. Bauer
Ben Savage
Marcus Leathwood
Jordi Gili
Craig Evans
Paul Lewis
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19.2
23.1 24.3 24.3
Competitor 1 Competitor 2 Competitor 3 Competitor 4 JLL (all non HREmployees)
JLL UK SocialSellers
50.6
24.8
from belief to adoption
JLL’s SSI compared to competitors:
Benchmark is composed of SSI of global non HR employees in Cushman & Wakefield (incl DTZ), Lambert Smith Hampton, Colliers International, CBRE
SS
I
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44% 46%
10%
0% 1%
33%
62%
5%
0-20 21-45 46-69 70+
JLL’s journey: creating a competitive advantage
5X Over
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Focus shifts to more sophisticated techniques as SSI scores increase
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-20
21-69
70+
SS
I Bu
cke
ts
Professional Brand
Professional Brand
Professional Brand Right People
Right People
Right People
Insights
Insights
Insights
Relationships
Relationships
Relationships
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Ahead of the competition in all SSI components
1.3x Establish a
professional brand
1.9x Finding the right
people
2.3x Engaging with
insights
3.4x Establishing relationships
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From SSI to outcomes
2.5x 3.2x Profile views from decision makers
Business decision maker connections
JLL vs. competitors…
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Are you presenting at a breakout session?
Make sure your segue slides are the right color.
To swap the slide master...
On the View tab, click Normal.
In Normal View, in the thumbnail pane on the left, click the slide that you want to apply a layout to.
On the Home tab, click Layout, and then select the layout that you want.
Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
![Page 31: The Science of Social Selling: Measuring Adoption and Results with LinkedIn](https://reader031.vdocuments.us/reader031/viewer/2022030312/58ee18e51a28abe0328b462f/html5/thumbnails/31.jpg)
JLL’s story: selling internally as a starting point
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53% of customer loyalty driven from sales experience
• Rep offers unique, valuable perspectives on the market
• Rep helps me navigate alternatives • Rep helps me avoid potential land mines • Rep educates me on new issues and
outcomes
• Supplier is easy to buy from • Supplier has widespread support across
organization
53%
Source: CEB
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Buying decision making process
57%
Learn Define Needs
Assess Options
Make Decision
Result
Source: CEB
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35.0
40.0
45.0
50.0
55.0
8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15
SS
I
From belief to adoption
JLL’s social selling story
Initial Investment & Training
Initial Coms & Gamification
Additional Training
50.6
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0
1
2
3
4
5
6
7
8
9
10
1 11 21 31 41 51 61 71 81 91 101
Pre Sales Navigator
August 2015
JLL’s social selling story From belief to adoption
Nu
mb
er
of
Sa
les
Na
vig
ato
r U
sers
Median 50.8 SSI
Median 36.4 SSI
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User success stories
34.7
78.3
125% Increase in SSI
since becoming a SN user
When I first joined, we tended to do quite a lot of cold calling. We don't do as much of
that anymore. We’ve got many more avenues where you can get warmer leads
and warmer introductions.
Dan Brown, Business Development
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Dashboards are used to consistently measure behavior and leaderboards drive adoption
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The SSI free dashboard is generating organic interest
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50.7
36.9
12.7 11.1
22.7
13.8
10.0
8.5
5.3
3.4
Pre-Sales Navigator vs. August 2015
JLL has implemented SSI and seen impressive results
14% Increase in
establising a professional
brand
18% Increase in finding the right people
54% Increase in
engaging with insights
64% Increase in
establishing relationships
33% Increase
in SSI
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JLL employees establish themselves as thought leaders
Measuring soft ROI: employee engagement
Social engagement
Sharing content
Behavior around CRM
Breaking down silos
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ROI at JLL
£0
£50,000
£100,000
£150,000
£200,000
£250,000
£300,000
David and Dan
Re
ven
ue
in P
ou
nd
s
£1M+ in pipeline
£250,000 Closed
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Unlock your company network
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This is the new talent solutions – any sales organization that doesn’t have this is behind the
competition
Competitive advantage concept
Tool + sales skills
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You can’t change what you don’t measure
SSI matters and accountability is key
Celebrate success
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©2015 LinkedIn Corporation. All Rights Reserved.
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The evidence is very clear for social selling
Changing customer buying behaviour
57%
of the buying journey is done BEFORE a sales rep is involved.
54%
of people are now involved in the average B2B
buying decision.
75%
of B2B buyers now use social media
to research vendors.
90%
of decision makers say they never
respond to cold outreach.
74%
of buyers choose the sales rep that was FIRST to add value and insight.
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Key drivers of customer loyalty
Source: CEB
53% 19% 9% 19%
Sales experience
Company and brand
impact
Product and service delivery
Value-to-price ratio
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2005 2009 2012 2015
15 Handicap
10 Handicap
8 Handicap
17 Handicap
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User success stories
I think my increase in SSI was probably saving my contacts, creating some leads
and then actually using it on a really regular basis.
Alana Gilpin, Customer Relationship Manager
SSI score
49