Social Selling Workshop, Social Shakeup 2013

(cc) 2013. Some rights reserved. +1 510.749.9073 | info@realityworksgroup.com
Real World Social Selling
Success
A Discussion with Reality Works Group
And Friends

25% Annual Quota
Individual Sales Professional
80% of qualified leads come from
referrals, social networking and
social media

Start-Up
80% revenue and
95% of pipeline from all social
sources; 65% from LinkedIn

Billion $ Tech Company
9x higher conversion rate for leads
passed to sales from social listening in
late buying stage vs. traditional
outbound marketing

Billion $ Financial Company
40% of financial advisors using
social on a regular basis have
gotten a new client.

0 to over 1,000 target audience
connections in first 4 weeks

Pipeline value >600x investment
cost in 60-day pilot program.

Today’s Workshop Hosts from Reality Works Group
Anneke Seley
@annekeseley
Charissa Franklin
@Charissa_in_sf
Anne Scalapino
@ascalapino

Share Your Results…
in one sentence, using %, # or $

Our Purpose

Sales 2.0
A measurably more
efficient and effective way
of engaging for both
the buyerand the sellerenabled
through technology

Lifelong Learning
Charissa Franklin
Reality Works Group Managing Partners

Housekeeping

Welcome to #socialselling #socialshakeup!

What is Social Selling – and What It Isn’t
Case Study Examples & Discussion
Wrap Up, Additional Resources,Your Next Steps

Objectives & Burning Questions

Discussion

ADP
Prudential Insurance
Large Telecommunications Company
The ADP logo and ADP are registered trademarks of ADP, Inc. All other
trademarks are the property of their respective owners.
Copyright © 2013, ADP.
Case Study Presentations and Discussion

© Copyright 2012 ADP, Inc.
Social Selling: Leverage the Power
Liz Gelb-O’Connor
VP, Inside Sales Strategy & Growth at ADP
Social Selling Case Study : ADP

Get Exec Support & Funding: Show Market Trends
…of buyers are
using the internet
to research
business
purchases*
…of buyers are
following online industry
conversations on
topic**
On-line peer
Influence
88%
48%
37%
57%
81%
…posted questions
on social networking
sites looking for
suggestion or
feedback**
Internet first
point of contact
…of B2B
purchase
decisions are
57% complete
by the time a
supplier is
engaged***
Brand
Presence is
essential
…of professional
services B2B
buyers said that
after seeing an
online website
ad, they were more
aware of the brand
advertised*
Purchase
Decision
Source: *Google & Compete B2B Study June 2011/2012, **Genius.com, ***Conference Board 2012 Buyers Study
Digital is driving the buyer’s journey and Social media will become one of the top 2
ways to engage customers after the sales force.

Get Exec Support & Funding: Why Social Selling At ADP?
 The buyer’s journey has changed
 Today, buyers are turning to their
networks, the internet, and social
media to learn about products and
services
 At ADP, we’ve given Inside Sales
Reps the tools to master this ever-
evolving space
 As a result, we have a vital
advantage in shaping customer
demand and positioning ourselves
as innovative industry leaders

Get Rep Buy-In : What’s In It For The Reps?
What Reps have been able to do as a result of Social Selling:
 Contact a prospect before any of their competition
 Establish themselves as an industry expert so prospects and clients
proactively seek their guidance
 Find out information that will give them an edge, every time they
interact with a prospect or client
 Statistics show that Reps who use Social Selling are 50% more
likely to meet or exceed their sales quota*
*Source: SEC

Shift Mindset: Social Selling: How To Ingrain In Your Culture
 Give access to social platforms
 Offer training regularly
 Advanced for leaders
 Beginner for laggards
 Provide repository to store
everything “social”
 Deliver content calendars to
make sharing easy
 Celebrate successes
 Share best practices
 Offer incentives
 Get leaders behind social
 Track results

 Inside Sales Manager Leverages LinkedIn to Secure Deal
 Inside Sales Manager Uses LinkedIn to Close Deal
 Inside Sales Manager Connects on LinkedIn to Close Deal
 Inside Sales Manager Credits LinkedIn with Helping to Close Deal
 Inside Sales Manager Uses LinkedIn to Get Paperwork Back + Close Deal
 Inside Sales Manager’s Google Alert Plays Role in Closing Deal
 Inside Sales Manager’s Facebook Message Results in Another Deal
 Inside Sales Manager Uses LinkedIn to Find Key Contact, Gain Access, and Set Appointment
Tell Stories: $2500 - >$1M Success with Social

Tell Success Stories: Find, Engage (Client Growth)
Jennifer Doe, Inside Sales Manager, closed deal thanks to
Google Alerts; here’s how:
Recently, she received an email
from Google Alerts that this
search term was featured in an
Atlanta business journal.
Jennifer acted fast and immediately
called the client to see how ADP
could help with the acquisition.
The client told Jennifer they were
surprised ADP found out about
this so quickly – the news had
literally just hit the wire!
How do they
know this
already?
Jennifer read the article and
learned that ABC just acquired a
2,000-employee company! Wow!
ABC buying DEF Company for $2 billion
Because of her swift action, Jennifer
convinced ABC to keep current traffic
with + migrate the new business to
ADP for a deal!
A few months ago, Jennifer created
a Google Alert for a current ADP
client, “ABC Company.”

Tell Success Stories: Find, Engage (New Large Buyer)
Jessica Doe, Inside Sales Manager, gained access to
prospect thanks to LinkedIn; here’s how:
In checking through Salesforce,
Jessica figured there had to be
some key contacts missing
considering the size of the account.
So, she used “Advanced People
Search” on LinkedIn, and input
keywords for the areas and titles
she hoped to reach at ABC.
Search results included the Director
of Recruiting and the Director of
Tax. Jessica contacted them both.
ABC
ABC
DEF
ABC
John G.
DEF
ABC
ABC is looking to make its decision
to utilize ADP for Talent and WOTC
this month!
Jessica finally gained access, and
got 2 appointments scheduled to
discuss ADP’s services.
Jessica knew there had been a lot
of attempts and not much luck in the
past with gaining access to the
100,000+ employee account, ABC.

Tell Success Stories: Find, Engage, Close (New Buyer)
Jake Doe, Inside Sales Manager, closed deal by answering
question posted in LinkedIn Group; here’s how:
Within the week – after two calls
with ABC Customer – Jake
closed a deal for Screening and
Selection Services.
He answered the specific question
directly and didn’t push product or
come off too “sales-y.”
Someone had started a
discussion on pre-employment
drug testing.
Is drug testing
necessary in pre-
employment
screening?
A few days later, Jake received an
InMail from the person who
posted the question. She wanted
to meet to discuss ADP’s offering.
Jake was patrolling discussions
posted in a Background Screening
Group he belonged to on LinkedIn.
Jake jumped at the chance to
share his expertise with the
LinkedIn group!

July August September October November December
Social Selling:
Kickoff Training
Social Contacts
launches in SFDC
Social Selling 101:
Bit.ly
Social Selling 101:
LinkedIn
Social Contacts
Lunch & Learn
Social Media Corner
Social Selling 101:
Twitter
Google Alerts
Lunch & Learn
Social Selling 101:
New Hire and
Refresher Training on
Social Selling
Best Gaining Access
Email Contest
Social Selling 101:
Content is King
Training
Enablement: FY’13 Social Training & Activities
Calendar
January February March April May June
Social Selling 101:
Hootsuite
Training
Email Signature
Standardization
Lunch & Learn
Social Selling 2.0
Social Evaluations
14 Self-Paced Training
Modules on LinkedIn
and Twitter Launch
Sales Leader
Evaluations Contest
Social Selling 101:
Are You an Expert
Email Marketer?
One-on-One Social
Media Tune Up’s
Offered
Social Selling 101:
New Hire and
Refresher Training on
Social Selling
Guest Lecture:
ABC’s of Social Selling
with Jill Rowley from
Eloqua
Search Google
Like a Pro
Lunch & Learn
The Google Search
Challenge
Social Selling 2.0
Social Re-Evaluations
Got Klout?
Lunch & Learn

Enablement: Popular Training Programs
Social Selling Series 101:
Twitter

Scoring: Social Selling Evaluation Toolkit
 Developed an evaluation for
leaders to score their teams’
social presence based on
ADP’s Social Selling strategy
 Leaders review Reps’ LinkedIn
and Twitter accounts and
coach them through 14 self-
service training modules

Content: Centralized Repository For All Things
“Social”

Content: Content Calendars Make Sharing Easy
DATE SOURCE TWEET THIS! ASSET TYPE
11-Mar ADP
Will #HealthCareReform affect how employers
administer #employeebenefits?
http://bit.ly/YNGKkS Google+
11-Mar CFO.com
Trending on @CFOPub: "Will New Benefits-
Eligible Workers Wreck Your Finances?"
http://bit.ly/X2sA5S #HealthCareReform Article
12-Mar ADP
[VIDEO] Planning For #HealthCareReform: How
Income Impacts #EmployeeBenefits.
http://bit.ly/ZgpyWa Video
12-Mar WSJ
Even with challenges, #smallbusiness owners
were more optimistic this month about the U.S.
economy's future. http://on.wsj.com/X0vHHN Article
13-Mar ADP
[BOTTOM LINE] The progression of
#HealthCareReform: what's happening now &
what's ahead: http://slidesha.re/Ws3jft Slideshare
13-Mar CNN
U.S. private-sector payrolls grow by 198,000 in
February, according to payroll processor ADP,
topping forecasts. http://cnnmon.ie/bkgnews Article
14-Mar FORBES
7 Habits of Great Small Business Owners
http://onforb.es/XtEp1g Article

Prudential Case Study

PeopleLinx Inc. Confidential & Proprietary Information 36
Scalable and customizable
optimization programs for LinkedIn

37PeopleLinx Inc. Confidential & Proprietary Information
Are they driving traffic to
your website?
Are they engaging your
customers and prospects?
Are they helping or hurting
your brand?
Do you have the social business jitters?
Your
Company
You have 44,630 employees on LinkedIn.

PeopleLinx Inc. Confidential & Proprietary Information 38
Case Study:
Prudential Retirement empowers its
channel through LinkedIn

Prudential Retirement wins Best use of LinkedIn -
2013 LIMRA conference
Award winning use of LinkedIn
Shannon Late
Director of Process & Efficiency
Steven Webster
Director of Digital Marketing

Background on Prudential Retirement
Why the focus on LinkedIn
Implementing a social business program
Measuring success and ROI
Questions and discussion
Agenda

150 year old financial services business
Sells products through intermediary partners
Highly regulated environment (SEC, FINRA, etc.)
Background on Prudential Retirement

42PeopleLinx LLC. Confidential & Proprietary Information
Why the focus on LinkedIn
LinkedIn
240M+ members
3M+ join each month
Financial Advisors
500,000+ use LinkedIn
Source: FTI Consulting, marketing.linkedin.com

Program goals
» Profiles with impact
» Connectivity to intermediary partners
» Activity resulting in new business

Social Business Adoption Spectrum
Discovery Compliance Engagement

Optimize
Profiles
Expand
Networks
Engage
Communities

Tracking and measuring success
Increased connectivity to
intermediary partners (Prudential
Retirement’s key customers)
190%
Increased request for proposals
(RFPs) from corporate partners
10%
» Compliant environment
» Implementing access is a win
» Brand consistency
» Profile quality
» Marketplace connectivity
» Capture and engage the marketplace
» Sales process improvement
» Anecdotal success stories
» Sourced contacts and business
» Employee Engagement
» Personal, professional benefit
» Adopting latest technologies

267.773.7320
info@peoplelinx.com
linkedin.com/company/peoplelinx
twitter.com/peoplelinx
1835 Market St.
Suite 1105
Philadelphia, PA 19103
Contact

PeopleLinx has a strong track record
Founded 2009
by early
LinkedIn
employees
Over 80
enterprise
customers

We make you look good on LinkedIn
• Better web presence
• Improved search results
• Increased web traffic (SEO)

It’s an employee benefit…

…and it’s good for business
Engage more with clients
Strengthen online branding
Coordinate content distribution
Drive warmer leads faster

You shape the experience for your company
Configure business rules
Make it fun and competitive
Chart your company’s progress

A comprehensive offering
Strategic guidance
PeopleLinx online application
Live training
Robust analytics

267.773.7320
info@peoplelinx.com
linkedin.com/company/peoplelinx
twitter.com/peoplelinx
1835 Market St.
Suite 1105
Philadelphia, PA 19103
Contact

Confidential Client Case Study

Social Selling Case Study
Barbara Giamanco, President
@barbaragiamanco www.scs-connect.com

Objective: Develop a More Effective
Approach to Prospecting
Challenge
 Highly competitive industry.
 Reps often got involved in deals late and that led to price wars.
 Reps were not able to effectively engage over phone or email.
 Talking to the wrong people – need to reach executives.
 Needed to source new sales opportunities.
Goals
 Enhance professional brand of the sales reps.
 Fuel the sales pipeline with new opportunities.
 Revisit sales opportunities that appeared to have gone cold.
 Increase the number of net new sales meetings.
 Go deeper into existing accounts.

Process: February 2012 – August 2012
 Planning with management.
 Assessment sales force skills and capabilities.
 Customized content.
 Trained roughly 1,500 Field Sales, Inside Sales, Lead Generation.
 Leadership kick-offs.
 Five 1-hour virtual sessions (recorded for playbook).
 One 1-hour refresher session.
 Workbooks and LinkedIn Training Guide as supporting materials.
 Management debrief.

Outcome: First 6 Months
 60% increase in first-degree connections in target industries.
 50% increase in net/new sales meetings.
 25% increase in reps using introductions to get to buyers.
 Roughly 50% increase in user adoption.
 Increase in content sharing and the use of media on profiles (not able to
quantify as the company did not put a process in place to track).
Caution for Leaders
 Strategic planning, accountability and proper execution.
 The company did not want to invest in continued follow up training,
coaching or support. They felt they could own it on their own.
 Through conversations with sales leaders, we learned that no solid
accountability process was put in place.

Discussion Questions

Additional Resources:

Connect and Continue the Conversation

What are YOUR Next Steps?

Thank you for participating!
Anneke Seley
@annekeseley
Charissa Franklin
@Charissa_in_sf
Anne Scalapino
@ascalapino

Social Selling Workshop, Social Shakeup 2013

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