To understand the impact social media has on sales, we must first understand the sales cycle. The sales cycle is a series of predictable steps needed to sell a product or service. Thanks to social media, we can see in real time where consumers are in the sales cycle. By knowing which phase they’re in, you can provide the right information at the right time to help move the customer along to the next stage of the process. Join our panel of experts and us to discuss the social sales cycle, including a detailed review of each phase: • Discovery: The point that a consumer gains and builds awareness of your product or service. • Selection: Consumers weed out the products and services that do not meet their personal preferences and come to a decision of which product or service that they want to purchase. • Validation: Consumers educate themselves about the product and service that they are validating and how they intend to use it. • Purchasing: Consumer is ready to purchase your products or services. • Use: The consumer has purchased your product or service, and paves the way for future sales through positive experiences and reviews.

1. The Social Sales Cycle: Real-
Time Customer Engagement
#SMTLive

3. #SMTLive
Join
the
Conversa.on…
Follow
along
and
share
your
thoughts
on
Twi3er
at
#SMTLive
Submit
your
ques<ons
in
the
GoToWebinar
control
panel

4. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Renee
Ducre
is
the
Global
Director
of
Marke<ng
driving
the
go-­‐to-­‐market
execu<on
and
market
evangelism
for
IBM’s
Social
Business
strategic
growth
ini<a<ve
which
includes
communica<ons,
paid/owned/earned
adver<sing,
social
media,
event
management,
digital
/
web
marke<ng,
instrumenta<on
/
tracking,
marke<ng
programs,
and
client
success
stories.
@rducre
Joe
Mar.n
has
a
BS
in
Finance
and
a
MBA
in
Strategy
and
Marke<ng
from
the
University
of
Utah.
He
has
worked
more
than
seven
years
in
consumer
data
analysis,
corporate
strategy,
and
digital
marke<ng,
including
SEM
and
media
buying.
Joe
is
currently
working
as
a
Marke<ng
Analy<cs
Manager
for
the
Adobe
Digital
Index
team.
@joeDmar.
Dan
Gingiss
is
the
head
of
Digital
Customer
Experience
and
Social
Care
at
Discover
Card.
In
this
role,
he
oversees
the
design
and
development
of
the
company’s
flagship
website,
Discover.com;
leads
the
company’s
social
media
servicing
strategy;
and
is
responsible
for
the
customer
experience
and
Voice
of
the
Customer
across
web
and
mobile.
Dan’s
career
has
consistently
focused
on
deligh<ng
customers,
and
has
spanned
mul<ple
disciplines
including
social
media
marke<ng,
rewards
and
loyalty
marke<ng,
interna<onal
product
development,
and
direct-­‐to-­‐consumer
product
sales.
@dgingiss

5. Social
Media
Today
Social
Selling
Webinar

6. 90%
For B2B transactions, buyers go
through 90 percent
of the buying process
before they even talk to a vendor
Today’s buyers are empowered & informed
Source:
Forrester
(h3p://blogs.forrester.com/lori_wizdo/12-­‐10-­‐04-­‐buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey)

7. “…Social
Selling
is
an
opportunity
for
sales
and
marke<ng
to
work
together
and
maximize
the
poten<al
ROI
that
can
be
gained
from
social
media
presence.….”
Quote:
Douglas
Hannan,
IBM

8. Data Tells Us
IBM Sellers engaged in social achieve:
• Significantly higher pipeline
• Significantly higher closed revenue
Source:
IBM
internal
data

9. Empowering Employees to be social is critical
Empowering
Employees
with
the
right
social
collabora.on
tools
is
essen.al
@IBMConnec.ons
@IBMSocialBiz
@rducre

10. IBM
Verse
has
IBM’s
latest
social
&
analy.cs
capabili.es
to
enhance
produc.vity
@IBMVerse
@IBMSocialBiz
@rducre
Launched
IBM
Verse
–
new
social
collabora.on
plaOorm
IBM Verse Registration link

11. Make
it
easy
for
sellers
to
promote
content
&
build
social
eminence

12. Content + visibility + engagement = pipeline
@IBMSocialBiz @rducre
Content and engagement are the currencies of today’s
connected economy

13. 1. Empower
employees
with
the
right
collabora.on
tools
to
be
social
2. Iden.fy
Subject
MaTer
Experts
/
Influencers
(internal
&
external)
&
Engage
them
3. Enable
sellers
to
set
up
social
presence
&
find
opportuni.es
online
• IBM
Connec.ons
• LinkedIn
&
TwiTer
profiles
• Industry
Influencers
to
follow
• Industry
#hashtags
• Leveraging
TwiTer
data
to
find
leads
4. Deliver
engaging
content
&
make
it
easy
for
sellers
to
promote
it
Social
Selling
Basics

14. Thanks!

15. #SMTLive
Social Media & The Marketing Funnel
• Ex: Advertising integration
• #: Brand impressions
• Ex: Business unit content
• #: Likes, Favorites
• Ex: Refer-A-Friend, Offers
• #: New Accounts, Sales
• Ex: Hashtags
• #: Mentions, Hashtag use
• Ex: Share widgets, Service
• #: Shares, Interactions
Awareness
Consideration
Conversion
Advocacy
Loyalty

16. #SMTLive
Awareness

17. #SMTLive
Consideration

18. #SMTLive
Conversion

19. #SMTLive
Loyalty

20. #SMTLive
Advocacy

21. #SMTLive
Don’t Forget About Customer Service

22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Index - @Adobeindex
22
• Data mining Adobe Marketing Cloud data including Adobe Social
• 35 releases in 2014
• 15 related to social buzz. Using Adobe Social which captures social data from 15
networks, blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram,
Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, YouTube.

23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The NBA
23
LeBron James
edged out MJ in
player buzz before
the season…but…

24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Basic brand monitoring
24
! Understand brand strength vs. competitors
! Monitor new and existing products buzz
! Track buzz around ad campaigns

25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brazilians and the World Cup
25
! Who remembers how Brazilians felt about the World Cup before the games started?
! 42% of social buzz from Brazilians expressed Sadness, Anger, or Disgust related to the
World Cup before it started
! I lived in Brazil when I was 19, emotions can change…..and we can track it.

26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social sentiment can reveal a lot about your brand
26
! Make quick decisions around customer demands
! Respond to customers or trends
! Understand why brand has good sentiment or
poor sentiment

27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Retail and social
27
Identify trending products and tie to inventory levels.
Ensure products are stocked

28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social buzz and the movies
28
! Movie profitability
! 23 for 23 basing profitability
off of social buzz
! Advanced modeling can add
predictive elements for
product launches
! Ex: Fitbit charge

29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
29
#Likeagirl wins in our first ever Digital Index
2nd screen awards.
• Largest International reach:
Nissan (55%)
• Largest buzz growth:
Avocados of Mexico (3000%)
• Most positive sentiment:
Proctor & Gamble

30. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Renee
Ducre
is
the
Global
Director
of
Marke<ng
driving
the
go-­‐to-­‐market
execu<on
and
market
evangelism
for
IBM’s
Social
Business
strategic
growth
ini<a<ve
which
includes
communica<ons,
paid/owned/earned
adver<sing,
social
media,
event
management,
digital
/
web
marke<ng,
instrumenta<on
/
tracking,
marke<ng
programs,
and
client
success
stories.
@rducre
Joe
Mar.n
has
a
BS
in
Finance
and
a
MBA
in
Strategy
and
Marke<ng
from
the
University
of
Utah.
He
has
worked
more
than
seven
years
in
consumer
data
analysis,
corporate
strategy,
and
digital
marke<ng,
including
SEM
and
media
buying.
Joe
is
currently
working
as
a
Marke<ng
Analy<cs
Manager
for
the
Adobe
Digital
Index
team.
@joeDmar.
Dan
Gingiss
is
the
head
of
Digital
Customer
Experience
and
Social
Care
at
Discover
Card.
In
this
role,
he
oversees
the
design
and
development
of
the
company’s
flagship
website,
Discover.com;
leads
the
company’s
social
media
servicing
strategy;
and
is
responsible
for
the
customer
experience
and
Voice
of
the
Customer
across
web
and
mobile.
Dan’s
career
has
consistently
focused
on
deligh<ng
customers,
and
has
spanned
mul<ple
disciplines
including
social
media
marke<ng,
rewards
and
loyalty
marke<ng,
interna<onal
product
development,
and
direct-­‐to-­‐consumer
product
sales.
@dgingiss

32. #SMTLive
Win
a
Free
Ticket
to
The
Social
Shake-­‐Up!
#SMTLive
Audience:
Tell
us
why
you
want
to
go
to
The
Social
Shake-­‐Up
to
be
entered
for
a
chance
to
win.
Tweet:
“I
want
to
go
to
#socialshakeup15
because…”

33. #SMTLive
Featured
Upcoming
Webinar
March
26th
Transforming
Data
Noise
Into
Data
Intelligence
Panelists:
Mason
Nelder,
Verizon
and
Krassi
Genov,
Clarabridge
Moderator:
Paul
Dunay