4. Social’s role in lead-gen
45%
21%
3%
2%
2%
28%
Building relationships and awareness that may convert
to sales down the road
Using social media to point to website
Selling directly within social networks
Using social media to gather registrants via offers
Gaining viral spread by urging fans to share our content
in social
Not currently taking part in social media
Source: Chief Marketer “2012 Business-to-Business Lead Generation Survey” sponsored by MeritDirect and Penton Media, March 12, 2012
5. 90%
53%
47%
2x the amount of leads per
month for companies that
use Twitter
41% of B2B companies on
Facebook report generating
leads
LinkedIn generates more
leads than Facebook,
Twitter or blogging for B2B
B2B brand
presence
Lead
generation
6. Tracking brand mentions and feedback
B2C
53% 25% 4% 17%
27% 22% 5% 47%
B2B
UK
23% 5% 38%
Track and follow up Track only Follow up only None
Source: Satmetrix, “Worldwide Social Media for Business Study” May 17 2012
34%
7. Objection handling
Social too content-intensive for a lead-gen campaign
Prospects wary of being marketed in “commerce-free-zone”
Unable to measure social campaign impact or ROI effectively
Social produces too many qualified leads
Social networks not relevant to our core prospects
Too many possible channels to investigate/understand
45%
40%
37%
29%
25%
23%
Source: Chief Marketer, “2012 Prospecting Survey” Feb 10, 2012
Set listening from relevant
channels
Audit the landscape
Track content links and
reach metrics
Training
Content can come from
anywhere
Build trust
13. Further Individual Analysis
4. Ted Schadler
Forrester
Vice President, Principal Analyst
serving Content & Collaboration
professionals
Forrester blog
LinkedIn profile
Twitter profile
Overview
24 years of experience in the technology industry, focusing on the
effects of disruptive technologies on the workforce and workforce
productivity. His research focuses on workforce technologies and the
programs that support them, including instant messaging, web
conferencing, and unified communications; smartphones and tablets
and their impact on productivity; telework and consumer broadband;
cloud email and collaboration tools; and the consumerisation of IT.
Ted is the co-author of Empowered: Unleash Your
Employees, Energize Your Customers, and Transform Your
Business (Harvard Business Review Press, September 2010).
Previous Experience
Prior to joining Forrester in April 1997, Ted was a cofounder of
Phios, an MIT spinoff. Before that, Ted worked for eight years as CTO
and director of engineering for a software company serving the
healthcare industry.
Of interest
Early in his career, Ted was a singer and bass player for Crash
Davenport, a successful Maryland-based rock-and-roll band.
Recent articles
• Charter A Mobility Council With Seven Tasks (May
07, 2012)
• Mobile Is The New Face Of Engagement: An Executive
Summary (March 26, 2012)
• Mobile Is The New Face Of Engagement (February
13, 2012)
LinkedIn – 500+ connections
Twitter
Tweets 390
Following 52
Followers 3,390
90-day activity:
- Retweets 65
- Mentions 148
Klout scores
Overall 41
True reach 456
Amplification 10
Network 20
YouTube
Several
interviews, including:
IBM Conversations
with Industry
Innovators with Ted
Schadler
14. Set up & scale
• Monitoring performance & activity
– Social dashboard
– Influence & growth metrics
– Consistent reporting
– Sync up CRM reporting
15. • Support structure:
– How to keep up a consistent conversation?
Monitor
Listen
Respond
Support
16. Keep it real
• Engage in human conversation
– Brand tone of voice, but a real person’s perspective with
expertise built in
• Generate the heart of the message, but get the sales people to put
the wrapper around and inject personality
17. • The rules of social engagement, particularly the tone, type
of content and frequency of post
– PR rules apply, it’s a public platform
– Set SLAs
– Provide holding steps for tricky responses
• Be reactive, but considered
Provide guidance
21. Social selling best practice quadrant
BusinessPersonal
Sales
focused
Industry/
3rd party
Social selling
sweet spot
Tone
of
voice
Content
22. Wrap up
Social selling
isn’t…… is……
rocket science
the answer to filling all sales pipeline
a set and forget plug in
applicable to all audiences
or all stages of the purchase cycle
time consuming
content hungry
not all done in social channels
A great way to drive enquiries
an opportunity to listen, identify and
respond to purchase intentions
23. If you want to get in touch
agriffiths@mzl.com
@alanagriffiths
linkedin.com/in/alanacgriffiths
Sales and marketing alignment Car industry People powerHave we really changed the way we purchase? People still want to speak to a real human Salesperson at the dealershipFamily, friends and word-of-mouthConsumer and shopping guidesDealer and manufacturer websitesThird-party Web sitesAutomotive magazine reviewsTV adsDealer or manufacturer brochureDealer or manufacturer-sponsored eventNewspaper adsAuto showsDirect mail from dealer and/or manufacturerNewspaper reviewsOnline videosE-mail from dealer and/or manufacturerMagazine advertisementFacebookRadio adsOutdoor adsTwitterChat rooms, blogs, online forumshttp://m.digitaltrends.com/social-media/facebook-fail-study-finds-salespeople-not-social-media-influence-car-buyers-the-most/
Primary way US B2B marketers in Dec 2011 are using social media for lead generation according to (% of total)
Companies worldwide that use social media to track what customers say about their brand and follow up on customer feedback, Jan 2012
Obstacles to lead generation within social networks according to US Marketers Dec 2011 (% of respondents)Content can come from anywhere - Don’t start selling, build a relationship, the content can come from anywhere, plus you can carve up bits of exiting content and point to relevant sectionsBuild trust - For a trusted relationship don’t link to content that requires data capture Track content links/reach metrics and influence scores to provide compelling stats for the business.Compare the cost of driving traffic to your site via other methods Training - APIs available in automated platforms, train sales people on understanding what a social lead looks like no more BANT/ but could cross reference with Job title dataSet listening to pull purchase behaviours onlyAudit the landscape to understand your relevant channels – fish where the fish are distil based on audience – i.e. value of member
Alana to mention variety across EMEA/APAC /NA – different rates of adoption maturity differing competitive landscape
Some highly revered industry analysts, may not be particularly active on social media sites, or may be much more active on particular sites than others.
More socially engaged than Michele Pelino (Forrester), although less known for telecoms and more for general disruptive technology.Underlined sections of Bio are key points of information to use along side Twitter feed and YouTube video to better understand individual and define resonant messaging.
SharingPoint: sharing a link to a piece of valuable contentNod: same as above, with acknowledgement of the source influencer.InteractingBow: giving extra recognition/credit to an influencerMeet: connecting and helping others to connectChat: dialogue; responding to others or making general commentsPromotingShout: driving traffic to vendor content and marketing (eg. IBM rep page)
Once relevant pieces of content have been identified, we create social posts following the 7-2-1 rule for social sales messaging:7 posts per day focused on top customer and industry issues (third party content)2 social posts on the vendor solutions to address those industry issues1 post per day focused on driving traffic to the vendor pagePractical tips to ensure best practices in social posting: Schedule the posts so that they go on-line at different times. Use meaningful content. Content up to two weeks old may be used, but make sure it has context. It’s possible to use the same article/blog/etc to create different posts (eg. highlighting different relevant points of the same article).. Use retweets as third-party or industry-related content.
Business tone is needed to become a thought leader, but still with a personal side – expressing opinions, responding to others etc. People need to know that you’re not automated.Too much sales-oriented content can damage credibility. You’ll look like you’re just trying to flog something. The balance between appearing to be an industry expert/thought leader, whilst still pushing your solution as a vendor is crucial.
