Wtf Is Social Selling
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Everyone claims to be doing the latest Buzzword which is Social Selling. But WTF are they actually talking about? Here are the three parts of Social Selling you can apply to your business starting tomorrow
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Wtf Is Social Selling
- 1. SOCIAL SELLINGMICK GRIFFIN – CRO – BRAND24 WTF IS
- 3. 3 Capitalist Slides SOCIAL STALKING SOCIAL SURROUND LEAD GEN SOCIAL SELLING WHAT THE FUCK DOES IT MEAN?
- 7. 7 Commerce Slides Drink Coffee Mobile Data Love Diamond Inteligence Great WHAT WE CAN LEARN
- 13. SOCIAL SURROUND
- 18. LEAD GENERATION
- 19. 19 Capitalist Slides COMPILE 1 TO 1 1 TO MANY SOCIAL LEADS ARE NOT ON DEMAND SO THE SOONER YOU START STORING THEM THE BETTER THE LOW HANGING FRUIT. CONSUMERS ARE ASKING 40,000 A MONTH FOR HELP MAKING SALES DECISIONS COMMUNITY SITES ARE DOING THE HARD SEO WORK FOR YOU. FIND WHERE THEY ARE AND ENGAGE THE BREAKDOWN
- 20. 20 Capitalist Slides COMPILE SOCIAL LEADS ARE NOT ON DEMAND SO THE SOONER YOU START STORING THEM THE BETTER THE BREAKDOWN
- 25. 25 Capitalist Slides 1 TO MANY COMMUNITY SITES ARE DOING THE HARD SEO WORK FOR YOU. FIND WHERE THEY ARE AND ENGAGE THE BREAKDOWN
- 33. 33 Capitalist Slides 1 TO 1 THE LOW HANGING FRUIT. CONSUMERS ARE ASKING 40,000 A MONTH FOR HELP MAKING SALES DECISIONS THE BREAKDOWN
- 43. THE COMPARISON
- 45. THE BRANDS
- 50. Hubspot reports that 35%-50% of all sales opportunities Go to the first responder
- 51. THANK YOU
Notes de l'éditeur
- So many people say they do social selling, but this is such a vague term.
- I believe social selling is broken into 3 processes
- Social Stalking! This is when we use Social Data to supplement our knowledge of a lead especially before we have contacted them
- Let’s use Livespace as an example lead I want to reach
- Normally, I’d just get to the phone number as soon as possible as call to ask for the decision maker i.e. ‘Can I speak to the CEO/CMO’ But for consumers this instantly tells them you don’t know them, and you didn’t bother to try. It’s going to ruin your conversion.
- So we can turn cold leads into warm leads instantly by learning about them and their habits online
- First think I was able to find was a name. So instead of ‘Can I talk to your CEO’. I’m calling asking for ‘Michal’. Huge increase in conversion right off the bat.
- Secondly I can see the brands and topics that interest him. So I work for a social listening platform Brand24.com. My pitch goes from ‘Hi Michal, would you like to know if your business was mention on a popular news site’ to ‘Hi Michal, I’m sure you would like to know the day Livespace is mentioned in Forbes right’ This will have a much higher success rate and I know that he values forbes because he follows them.
- Next I can find him on social sites to learn more about his personality
- So for example Michal Likes Dzien Dobry TVN, Poland’s version of ‘Good Morning America’ So my pitch goes into ‘Hi Michal, how awesome would it be if during your breakfast while watching Dzien Dobry TVN, you get a notification LiveSpace was mentioned in Forbes Magazine’ Wow, he can now totally picture himself in this position. Conversion goes through the roof. If you are crazy about your leads you could also ask your CEO and CFO to dress up like Narcos characters (see next slide)
- Social surround is super simple. It’s about putting yourself on your lead’s radar prior to pitching so they have you in mind.
- You can like posts
- Comment on articles
- Even post ‘I love you on their wall’. Ok, that might be a little far.
- But basically this means when you pick up the phone or email and say ‘Hi, it’s Mick Griffin, …..’ In the back of their head they decide to give you their attention because they have heard the name before.
- So this is the section I care about the most
- I believe Social Media gives us 3 different types of lead generation. Compile – To constantly collect people who might be your target audience 1 to 1 - To engage individuals directly to solve their problems 1 to many – To engage online conversations that many people can access to information
- We are all used to emails like this. Would you like to buy a database of CEOs or CMOs etc. Data compiling isn’t new, but the methods are. Email databases are still stronger then ever on the market, but the email addresses they are offering are being hit more and more. The average person receives 204 emails a day.
- So Social Media Tools like Brand24.com can now help you collect fresh, up do date target audiences. So for example here, I am tracking every online comment and post about ‘Social Media Listening’. I can be sure that any person or business mentioning Social Media Listening is someone my customer success team should be looking to engage. Even in our niche space, that’s over 3000 potential leads a month
- They won’t all be so straight forward leads as this. However there are many benefits to such mentions
- And you can easily add this data to your CRM. And instead of Email address and phone numbers, you have social handles and exactly what they posted when they mentioned your keyword. The perfect place for your team to jump in and join the conversation.
- We all dream of 100,000+ views on our own blogs and forums however in the mean time, there are many places your ideal consumers are already hanging out
- There are the obvious places such as linkedin groups
- And facebook groups
- For Brand24, our sweet spot is Quora. We track all the questions based around our industry and try to add valuable answers
- For example here, Gloria is our community manager and she is adding answers that hopefully add value. The key benefit here is that not only the person asking the question sees the answer, but also anyone searching this term
- Quora have excellent SEO so even people outside of Quora’s network can be drawn to this answer
- As you can see here, Gloria has over 900,000 views on her answers
- And Quora is our top referral site by a mile
- 14,000 people a month write on social media ‘Can Anyone Recommend’
- 30,000 people a month says ‘Where can I buy’ on social media. That’s 45,000 people a month asking for help making decisions
- I wanted to calculate the ROI of social lead gen, so I did a study of 100 people who wrote ‘Can anyone recommend’ on twitter
- Sure as this
- I made research and I made suggestions base on popular reviews
- What was interesting was that people started to ‘Thank me’ for pitching them products
- Here are the results 64% of the conusmers liked or shared the recommendation I made 39% of them replied with ‘Thank You’
- I compared this to email marketing Above are the industry averages for open rates and click rates
- I compared an email marketing open with a social media like. I think it’s pretty safe to safe if a consumer clicks like then they read the post I compared a ‘thank you’ to a click.
- What was super interesting is in every recommendation I made, I tagged the company I was recommending. In only 12% of cases, did the brand themselves join the conversation.
- In 60% of the cases, I was the only person to engage the consumer at all.
- However, we can see that social is a open playing field. Anyone can jump into every conversation.
- So here you can see that I recommended a tool. And you see that a competitor also joined the conversation
- So for now, only 40% of these social leads are being engaged, but as social selling becomes more mainstream, it will be the brand that replies first that gets the consumers main attention.
- Thanks for your time and start to find your sales leads today using Brand24.com