Social Selling: How to Use Social Networks to Close More Deals

Social Selling: How to Use Social Networks to
Close More Deals
Featuring Ovum’s ‘On the Radar” Report

Carter Lusher, Research Fellow & Chief Analyst, Ovum
Amy Millard, VP, Marketing, Hearsay Social

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Social Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 1

About Us

Moderator Guest Speaker Presenter
Emily Aradi Carter Lusher Amy Millard
Marketing, Hearsay Social Chief Analyst, Ovum VP, Marketing, Hearsay Social
@rosearadi @carterlusher @Amillard_tweets

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Agenda

I.  Ovum’s ‘On the Radar’ Report
II.  Social Selling
•  Quick Hearsay Social Intro
•  Social Selling Best Practices
•  Technology as an Enabler
III.  Q & A Session

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Hearsay Social...
On the Radar

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Ovum Signature Research | On the Radar

Objective No set schedule
•  Highlight vendors creating innovative ideas, products, •  Report published as the vendor comes to the
or business models analyst’s attention
•  Vendors that bear watching for their impact on markets
Diverse
•  Offering could be suitable for certain enterprise and
public sector IT organizations •  More than 130 ‘On the Radar’ pieces published
to-date
Audiences
•  Enterprise and public sector IT and line-of-business
executives

•  Ovum clients

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How Does a Vendor Qualify for ‘On the Radar’ Status?

Qualifiers Immaterial

•  Clear innovation in ideas, products, or •  Ovum client status
business models
•  Size of firm: startups to mega-vendors can
•  Addresses a real business opportunity or qualify
problem
•  Commercial success
•  Understands the need for go-to-market
activity as well as innovation
•  Relevant to Ovum’s research agenda

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‘On the Radar’ Standardized Format

•  Succinct, but not a thumbnail sketch A
•  Four pages with a strict word count by section
B

A Catalyst
D
Recommendations – Why put
B
the company on your radar? E

C Highlights – Background

D Highlights – Current position C

E Data Sheet – Key facts

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Business Problems to be Solved

•  Enterprises whose relationships with •  Corporate social media is often generic
customers and prospects are via a and disconnected from customers
distributed sales force or branch offices
have different social networking •  Local sales teams, branch offices, or
challenges than B2B or other B2C franchises often ignore or fumble social
vendors network interactions with customers and
prospects

Bottom line = Inefficient and ineffective leveraging of social networks leads to loss of sales

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Key Messages

•  Hearsay Social helps enterprises with •  Hearsay Social has the ability to identify
distributed sales teams to effectively and emerging trends and enterprise social
efficiently leverage social networks by media challenges earlier than its
providing actionable insights into competitors.
customers’ lives.
•  Hearsay Social’s biggest challenge today
•  Hearsay Social is a very focused is managing rapid growth
company, avoiding the startup mistake of
trying to be everything for everybody.

•  Hearsay Social has effectively leveraged
its CEO/founder’s visibility in the market.

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Are you changing as fast as the world around you?

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The customer-adaptive enterprise creates
sustainable competitive advantage

Tech is not at the center of the customer-adaptive enterprise
#HSSWebinar a key enabler
But it is

Recommendations for Enterprises
Why put Hearsay Social on your radar?

•  Well positioned to become an important •  Enterprises with hundreds or thousands of
part of large enterprises’ B2C marketing distributed sales teams, branch offices, or
toolboxes franchisees should be evaluating Hearsay
Social as a way to leverage social
•  Key characteristics
networks for lead generation and sales
–  Sound vision effectiveness
–  Focused strategy
–  Practical-for-the-novice-user application
–  Back-end corporate marketing engine
–  Team
–  Venture capital backing
–  Referencable customers
–  High visibility via its CEO

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Social Selling

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Hearsay Social: Social Media Success for Large Enterprises

Our Investors

Over
40,000
Advisors,
Agents,
and
Representa4ves
Customers
in
US,
Canada,
EU,
and
AUS

Key Partnerships

Delivering Compliance and ROI
ü  Every level of the organization
ü  Every social network 400% customer growth in 11 months
ü  Every device
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Hearsay Social: Social Media Software for the Distributed Enterprise

DSOs: Health & Real Estate: Retail:
Wellness:

Financial Services: Insurance:

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Millions
of
Ac4ve
Users

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-‐

500

1,000

1,500

2,000

Dec-‐04

Mar-‐05

2005
Jun-‐05

Sep-‐05

Dec-‐05

Mar-‐06

Jun-‐06

2006
Sep-‐06

Dec-‐06

people

Mar-‐07

Jun-‐07

2007
>1.6B
The World Has Gone Social and Mobile

98%
Sep-‐07

Dec-‐07

of online population

Mar-‐08

2008
Jun-‐08

Sep-‐08

Dec-‐08

Mar-‐09

2009
Jun-‐09

Sep-‐09

7B

Social Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential Dec-‐09

Mar-‐10

2010

Jun-‐10

on online social networks
worldwide hours per month

Sep-‐10

Dec-‐10

Mar-‐11

2011

Jun-‐11

Sep-‐11

Dec-‐11

Mar-‐12

Today

Jun-‐12

Sep-‐12

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1B+"
25M+"

100M+"
187M+"

555M+"

17

Social Media Has Also Changed What People Expect from Businesses

Instant response
Transparent and public conversation
Expect to be educated in the channels they prefer when deciding

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What Sales People Are Really Thinking About Social Media

“What do I say?”
“I don’t want to
spend a lot of time”

“I’m not a marketer. And I don’t want to learn how to
be one.”

“I’m rarely at my desk – I need to use my phone and
home office too.”

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Hearsay Social:

Easy social productivity for relationship sellers

Sophisticated marketing for your marketing team

Complete compliance across all devices

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Hearsay Social: Designed for Large Enterprises

Rich Analytics!
Social Sales! Social Marketing! Compliance! Enterprise Rights
Management!

Hearsay Social’s Scalable SaaS Platform

ü  Role-based functionality drives adoption

ü  Scales to 100,000s users per customer

ü  Compliance in background for users – until a problem

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Best Practices for Social Selling

1.  Engage your existing networks
2.  Act on timely information to drive acquisition, loyalty, and retention
3.  Leverage corporate marketing material

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Best Practice #1 Engage Your Existing Network

Financial Advisors
92%
of people trust
recommendations
Brand Ambassadors Realtors from people
they know

Local Franchisees Insurance Agents

B2B Sales Direct Sellers 17%
of people trust
banks and big
#HSSWebinar businesses

Best Practice #1 Engage Your Existing Network

•  Don’t be shy, ask for referrals 92%
of people trust
recommendations
from people
they know

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Best Practice #2: Act on timely information to drive acquisition, loyalty, and retention

signals

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Best Practice #3 Leverage corporate marketing material

•  Who creates content?
–  Agencies, corporate marketing team, public
relations, you? Probably all of these and more.

•  Increase your credibility by sharing quality content
generated by corporate teams

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CRM needs to be recalibrated!
as a business strategy to !
create and deliver value"
- Carter Lusher, Ovum"

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Case Study: Farmers Insurance

Brand Page 6,000+ Agent Profiles Recruiting Pages

From corporate to agents to recruiting, Hearsay Social powers social media ROI across
the enterprise."

— Marc Zeitlin, VP Marketing"

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Case Study: Farmers Insurance

Nearly all of my new clients this year have
come from Hearsay Social."

— James Peregrino"
Agent of the Year, Paciﬁc Zone"

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Q&A

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Want to learn more about how Hearsay Social can make your
company’s social media strategy wildly successful?
1

Get in touch!
contact@hearsaysocial.com
888.990.3777
@HearsaySocial

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Social Selling: How to Use Social Networks to Close More Deals

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