The Ins and outs of how to use social media to make sales.

1. How to Use Social Media to Make
Sales
Source: http://bit.ly/10bxMmK

2. What is Social Media?
Andreas Kaplan and Michael Haenlein define social media as:
“A group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and allow the creation
and exchange of user-generated content.”
•Social media marketing- the process of
gaining traffic or attention through social
media sites.
•Social sales-Process of helping social buyers
become customers.

3. Most Used Social Media
Networks
• “Facebook makes the world open by letting people stay
connected with friends and family, discover what’s going on,
and to share what matters to you.
• “Twitter is a social micro-blogging network that limits 140
characters to openly message and communicate with anyone
or brand.”
• “Pinterest in an online pinboard. Organize and share things
you love.”
• “LinkedIn connects professionals to make them successful.”
• “YouTube offers greater reach of both popular and hard to
reach audiences with solutions to engage them in authentic,
meaningful video ways.”

4. Why Social Media Networks
Are Important
1 billion+ monthly active users as of December 2012 and 618
million daily active users on average.
500 million total users, 200 million monthly active users, 400
million monthly visitors, and 400 million tweets.
48.7 million total users, average time spent on Pinterest per
visit is 14.2 minutes.
200 million members worldwide available in 19 languages
with over 2.8 million LinkedIn company business pages.
1 billion monthly subscribers worldwide, 1 billion views a day
on mobile, and over 4 billion hours of video are watched
each month.
*Over 200 social networking sites out there!

5. Join a Community and Build a
Persona
• An integral part of the sales process is getting to know your
prospects and establishing relationships.
• Turns out that social media can help you accomplish this.
• Show your network that you’re a trustworthy resource.
• Create a persona that’s likeable within that community.
• 3 most successful social drip marketing networks are 1:1.
Trends, open
architecture, lists,
#hashtags, retweet,
favorite, reply,
mention, DM
Groups, professional
connections, discuss,
endorse, recommend,
like, business news,
messages, inbox,
mention
Story, personable,
facebook chat,
messages, targeted
advertising, like, tag,
comment, groups

6. Social Sales Funnel
Blog Website

7. Social Media Honeycomb Services

8. Determine the Best Way to Connect With
Prospects
• Facebook: Best business to connect with consumers and
telling personalized stories through images. Ability to use
Facebook Advertising for targeted demographics with small
budget.
• LinkedIn: Is the appropriate platform for sales of business-to-
business services to connect with professionals or discuss.
Advertising for targeted demographics with small budget.
• Twitter: can be used for all kinds of sales based on keyword
researches, topical twitter chats, following new people and
“warm-up tweeting,” open architecture, and lists. Paid
options such as Promoted Tweets, Trends, and Accounts are
an effective way to draw in new followers and even target
your competition.
*Have an email signature and business card including social
media networks.

9. • Friend, Follow, or connect with profiles that match your clients.
• Conduct searches on social networking sites or resources like
socialmention.com to find people who are talking about your industry
or are using related keywords.
• Join event groups and associations on Linkedin. For example:
• IAEE-International Association of Exhibitions and Events
• GSAE-Georgia Association of Association Executives
• SGMP Georgia Peach-Society of Government Meeting Planners
• Then comment on their posts, “retweet” them, answer a question, or
share something they say.
• By contributing to their conversation you add value to their network
and in return they may engage back with you.

10. Build A Relationship
• Salespeople must develop relationships more than developing
leads, because good relationships will turn into leads.
• Engage in meaningful conversations with content posted.
• Once you develop a relationship, you can tell the prospect
how our service might be something they want or need.

11. Engage in A Conversation
• Social intelligence: ability to put ourselves in somebody else's shoes and see
the world from their perspective.
• The real value of social media is that it can boost our social intelligence.
• “Here are some solutions to your problem, maybe our service can help.”
• Contribute to a conversation they are already having with their social
network and share content that they will find useful.
• Make everything shareable with social media plugins.
• Give thanks when necessary and reward referrals.
• Engage in weekly conversation twitter chats. For example, event planners
engage in chats like #eventprofs, #speakchat, #engage365, #assnchat,
#luxchat, and #weddingmarket.

12. Influencer Marketing
• Allows you to reach your
influencers who ignite
word-of-mouth advocacy
programs for your brand.
• Concept is to focus on those
individuals and leaders who
may have 1,000’s of Facebook
friends, 1,000’s of Twitter
followers, are a news figures,
or are celebrities.
• These people do something to
cause an action or behavior
change in a significant number
of people that favors the
brand we represent.

13. Deploy Social Media as a Service
• Help people use social intelligence and make recommendations.
• Deliver services worth recommending (general contractors, rooms).
• Hear someone give a problem=SOLVE; See a question=ANSWER.
• Give yourself an opportunity to send a relevant response, then you
are truly engaging. Reply to people talking about events.
• A happily engaged customer=a perfect lead.

14. Your Posts
• Keep it Short under 100 characters if possible.
• Be Visual: Photos get a 100% more engagement.
• Ask for what you want and post daily for consistency.
• Find the best time to post and then stick with that time.
• Have a variety of posts: provide professionalism and personal
interests or hobbies.
• Make posts that are shareable, give advice, warn, amuse, inspire
and amaze… don’t be boring.
• Do not focus on pitching until you have built a relationship by
educating, helping, or engaging in a conversation.
• Add links to your website and shorten them using
https://bitly.com/.

15. The “Cheat Sheet” 7 Steps to Social
Sales
Every Day in 15 minutes
Ask one person you talk to in a day to “Would you please like the our
Facebook page to stay connected with us? We are providing services
to better relationships with people for our new social media program.
I would greatly appreciate it!”
a status, connect with someone, retweet, or follow someone.
Post an intriguing piece of content for your target market.
Respond to any past messages and continue the conversation.
Engage with someone new in a social conversation like #eventprofs on
Twitter or ask a question in a LinkedIn Group.
Monitor a social conversation and filter out the “noise” to hone in on
what's relevant, take notes.
Provide customer value by participating in the right conversations,
right time with the right intelligence from insights and notes.

16. Formulas to Measure Social
Media Benefits Per Month
12) Sales Value - Social Leads (One-Time or Life-time Value):
GOAL: Grow Revenue, Generate Leads, Acquire New Customers
_____(#) qualified online social leads identified
X _____% lead-to-customer conversion rate
X $_____ (AOV) average order value
________________________________
= $ Lead Sales Value (Single Purchase)
Example: Estimated 100 qualified leads routed to sales teams with a
typical lead-to-conversion rate of 4% at an average order value (AOV) of
$2,500 = $10,000 equivalent converted lead sales value (single-purchase)

17. 14) Sales Value - Social-Aided Conversion:
GOAL: Grow Revenue, Boost Conversion
( _____% new conversion rate − _____% old conversion rate)
/ _____% old conversion rate
X $_____ average # monthly products sold
X $_____ average product sales value
__________________________________
= Increased Sales Value
Example: Estimated conversion rate increase from 2% to 3.5% with an
average 100 monthly products sold at $750 = $32,142 more in monthly
product sales

18. What is the ROI of Social
Media?
Grow Revenue Reduce Costs Improve Satisfaction
• Leads
• Conversion
• Sales
• Customer
Retention
• Advertising (ad impressions,
clicks, traffic)
• Content (articles, reviews)
• Media (videos, photos)
• Resource staffing
• Market Research (surveys, focus
groups)
• Product Development
• Public Relations
• Communications
• Survey Feedback
Score
• Positive
Sentiment/Complaint
Count
• American Customer
Satisfaction Index
(ACSI)
• Perfect Orders
• Returns

19. Questions?
Tweet me at @BenjaminKepner
Connect with me on Linkedin
Check out my blog at http://bkstrategic.com/
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