1. 5 Steps to Tactical
Social Selling
with Jonathan Catley
and Koka Sexton

2. Webinar Speakers
Jonathan Catley
Digital Content and Marketing Manager to AG Salesworks.
Jonathan has worked for AG Salesworks for two years
assisting other companies in closed loop marketing and
executing strategic B2B sales programs.
@jonathancatley

3. Webinar Speakers
Koka Sexton
Founder of Social Selling University and Director of Social
Media Strategy at InsideView
@kokasexton

4. A word to the wise…
Interact with the Social
Selling Team
Sign up for Social Selling University
Slides and Recording will be
delivered tomorrow

5. Agenda
1. Understanding the Social Selling Basics
2. What Social Selling Tools Should I Use?
3. Social Selling Prospecting
4. Social Selling Nurturing
5. The ROI of Social Selling - Social Selling Case Studies
#socialtalk

6. What is Social Selling?
STEP 1. UNDERSTANDING SOCIAL SELLING
BASICS

7. What is Social Selling?
Today’s buyers are web and social media savvy, they are informed about
your offering – and your competitors’ – and they are starting the sales
process without you.
Through social selling, sales reps use the power of social media to
understand their prospects’ needs, and actively seek the right
person, with the right message at the right time
#socialtalk

8. Who in B2B is on Social Media?
60% of B2B decision makers use social media
75% of B2B buyers will likely use social
media in the purchase process
55% of B2B survey respondents
conduct searches for information on
social media sites
#socialtalk

9. Twitter reaches 1 in 10
What are the global online users
social media
1 in 5 min spent
numbers? online is spent
social networking
Social networking
reaches 82% of
world population
We now create as much information every two days
1.2 billion users
worldwide
#socialtalk did from the dawn of civilization to 2003
as we
ERIC SCHMIDT - FORMER GOOGLE CEO, 2011

10. The Three Pillars of Social Selling
1. Listen
2. Build your brand
3. Know your client
“How about this, lets just call it
selling – but better.”
-Craig Rosenberg
#socialtalk

11. Why calculating social selling ROI is hard
• No clear boundaries between “selling” and “social
selling”
• Many of the social selling tenets are selling best
practices
• Social is not a direct response activity (hard to track)
“What's the financial return on electricity?”
– Andy Rudin; Outside Technologies
#socialtalk

12. Powerful Tools for Executing Social Selling
STEP 2. WHAT SOCIAL SELLING TOOLS
SHOULD I USE?

13. What can InsideView be
used for?
• Lead Generation – Build Lists
• Listening – Create Watchlists of
Your Prospects
• Social Insights
Build targeted
lists of
Prospects!
#socialtalk
InsideView Screenshot

14. What can SproutSocial be
used for?
• Lead Generation – use the
discovery tab to find people
within your network
• Social Analytics – in-depth
analytics of your social network
• Deep Social Insights
SproutSocial Screenshot
#socialtalk

15. What can Hootsuite be used
for?
• Listening – build streams of
specific hashtags and people
• Bulk Scheduler – you can’t be
tweeting all of the time…
• Easy to multi-task with social
media
#socialtalk
Hootsuite Screenshot

16. Where do you find these leads through social selling?
STEP 3. SOCIAL SELLING PROSPECTING

17. Social Prospecting
• Stat: 79% of European and 86% of U.S. online adults engage with social
media. (Source: Forrester)
• Stat: 82% of the world’s online population is reached by social networking
sites, representing 1.2 billion users around the world. (Source: comScore)
• Stat: LinkedIn boasts more than 150 million members, including executives
from all Fortune 500 companies. (Source: LinkedIn)
• Stat: Nearly 1 in every 5 minutes spent online around the world is now
spent on social networking sites. (Source:ComScore)
#socialtalk

18. Social Prospecting
• What is it?
• Stat: Research shows that 35-50% of sales go to the vendor
that responds first. (Source: InsideSales.com)
• Stat: Sirius Decisions states that 70% of the buyers journey is
complete before sales gets involved.
#socialtalk

19. Why Social Prospecting
#socialtalk

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Always be
listening!

21. Social Prospecting – LinkedIn Updates
#socialtalk

22. Social Prospecting – DON’Ts
DO NOT BE SALESY!!!
This is an immediate
turnoff to prospects –
establish yourself as a
Company name trusted advisor
Work to engage with
Under no
the prospect – don’t
Name circumstances should
provide a link that will
Provided Link you ever say “RE$ULTS”
lead them to no where
#socialtalk

23. Social Prospecting – DOs
Contact a friendly “On the ground of
customer of yours to intersecting
help with the discussion highways, join hands
with your allies.”
-Sun Tzu
Work to engage with
the prospect.
A prospect will run at
NOT SALESY – answers the first sign of a sales
the question without pitch.
dropping a sales line
#socialtalk

24. Social Prospecting - Twitter
• Lists
• Prospects, Customers, Competitors, Companies (grouped with
all employees)
• Keyword searches
• Monitor for Trigger Events
#socialtalk

25. Social Prospecting – Why?
#socialtalk

26. Now that I am engaged, how do I nurture the lead?
STEP 4. SOCIAL SELLING NURTURING

27. Social Nurturing
• You are a Customer advocate
• Initiate Conversation
• Expert in your field
• Utilize multiple internal departments
for external dialogue (R&D, customer
service, human resources, product
management, and marketing)
#socialtalk

28. Social Nurturing - Communities
#socialtalk

29. Social Nurturing – Monitor Trigger Events
Sales trigger events may include:
• Management Changes
• Mergers and Acquisitions
• Social Networking/marketing comments
• New Partnerships
• Funding or Financing
• Expansions or Relocations
InsideView Screenshot
#socialtalk

30. Social Nurturing – Social Scoring
#socialtalk

31. Social Nurturing
“When I first started tweeting, I had no brand recognition; no one knew who I was.
To build my brand, I started creating conversations around what I cared passionately
about: wine. I used Search.Twitter (called Summarize.com back then) to find
mentions of Chardonnay. I saw that people had questions, and I answered them. I
didn’t post a link to WineLibrary.com and point out that I sold Chardonnay.
If people mentioned that they were drinking Merlot, I gave them my Merlot
recommendation, but I didn’t mention that they could buy Merlot on my website. I
didn’t try to close too early, like a nineteen-year-old guy; I made sure to invest in the
relationship first.
Eventually, people started to see my comments and think, “Oh hey, it’s that
Vaynerchuk guy; he knows Chardonnay. Oh cool, he does a wine show – let’s take a
look. Hey, he’s funny. I like him; I trust him. And check it out: he sells wine, too. Free Gary Vaynerchuk
shipping? Let’s try a bottle of that…” The Thank You Economy
That’s what caring first, not selling, first looks like and that’s
how I built my brand.”
#socialtalk

32. Real Social Selling case studies with real results
STEP 5. THE ROI OF SOCIAL SELLING

33. Social Selling from Shenzhen City
“If you can’t make money on LinkedIn, you’re deaf,
dumb and blind.” – James Filbird
• James Filbird, owner of an international trading company called JMF
International Trading Group in China
• No marketing budget – turned to LinkedIn
• Filbird spent 1-2 hours daily building his network through LinkedIn
Groups
• Used LinkedIn to develop his network and leads through connections
and LinkedIn Groups
• Filbird grew his company to $5 million in annual revenue and finds 75%
of his business via LinkedIn
#socialtalk

34. ecycler.com Uses Social Selling with Twitter
to Eliminate Cold Calling
“We were reaching people when they wanted to be reached, when they want to
have a conversation = not when we wanted to have a conversation.”
-Craig Robertson, co-founder and CEO of ecycler.com
• Founded in 2009, ecycler is an Internet-age spin-off of the cash-for-cans concept – “One man’s trash is
another man’s treasure.”
• No marketing budget with a very specific targeted audience – originally spent a lot of time cold calling or
direct emailing with very poor results
• The founders decided to build awareness among businesses and individuals through social media –
mainly Twitter
• On average the company lands one meeting per week with potential partners through Twitter
• In a 3-month challenge, ecycler.com added 151 collectors and 623 discarders
#socialtalk

35. Using Hootsuite to Become a Trusted Advisor -
Why Doctors are Tweeting During Surgery
“I think it’s a unique opportunity to explore innovative
ways to communicate with patients and alleviative fears
they may have about joint-replacement surgery,”
-Dr. Wallskog
• Dr. Joel Wallskog, an orthopedic surgeon at Aurora Health
Care used Live Tweeting while conducting orthopedic
surgery
• Established themselves as thought leaders and trusted
advisors in the industry
• 15% conversion rate from lead to customer using live
Customer
Tweeting during orthopedic surgery
#socialtalk
http://www.socialsellingu.com/blog/why-doctors-are-tweeting-during-surgery/

36. Sales reps that achieved their quota over the
last calendar or fiscal year:
Sales Reps that use Social Selling
79%
Industry Average
43%
Sales Reps that DID NOT use Social Selling
15%
#socialtalk
"Social Selling: Best-in-Class Targeting of the Right Message, at the Right
Time, for the Right Person" Aberdeen Group; 2012.

37. Any Questions??
#socialtalk