1. Date:
Social Selling: The Key to Business
Success
23 May 2018

2. Welcome
• The days of giving salespeople an out-of-date cold-calling list after a direct mail
campaign or trade show are over
• Professionals using social selling techniques are now able to increase their sales
pipeline, improve engagement with customers and will be more motivated as a
result
• As an example, Forbes estimates that 78% of salespeople using social media outsell
their peers
• Social selling demonstrates why social media is an essential part of business,
marketing and communications
Introduction

3. Welcome
• In this Slideshare, we explain:
• Some context about how social media is transforming today’s business
landscape
• What social selling is
• The social selling journey
• The importance of content: content with intent
• The benefits of social platforms and social management tools in engaging
and influencing prospects and generating new business
Agenda

4. Today’s Business Landscape and How
Social Media is Transforming It
• The business landscape has dramatically changed and companies are being
forced to adapt their business models and how they engage
• Traditional marketing communications are expensive, time consuming and
losing effectiveness
• More and more customers, prospects and partners use social media, search
engines, mobiles and ecommerce to conduct business
The guiding rules:

5. Today’s Business Landscape and How
Social Media is Transforming It
Losing Effectiveness
• Cold calls
• Direct mail
• Printed brochures
• Email marketing
• Speculative meetings
• Advertising
Gaining Effectiveness
• Real-time engagement
• Relationship building
• Authentic personal brand
• Advocacy
• Right data, right time

6. Today’s Business Landscape and How
Social Media is Transforming It
• Social selling is used to engage and influence prospects to generate new
business, using new sales models focused on real-time engagement, relationship
building, building an authentic personal brand, creating advocacy and ensuring
the right data is presented at the right time
• Research shows that professionals using social selling techniques will increase
their sales pipeline, improve engagement with customers and will be more
motivated as a result

7. What is Social Selling?
• Social selling is all about developing relationships as part a sales strategy,
using social platforms to support and enhance knowledge of and communication
with prospects
• Listening to and understanding your market, customers, partners, competitors
and prospects
• Developing your personal brand on social media channels, including LinkedIn
and Twitter
• Curating content and ideas relevant to industry issues and also targeting
specific content to meet identified needs
• It does not replace traditional professional sales skills, it enhances them. You
become a trusted subject matter expert, building and then influencing those
relationships through engagement
• It’s not hard sell, it’s about finding natural and authentic trigger points for
relationship building

8. The Social Selling Journey
Prospect
Identify
Revenue
Opportunity
Lead Customer
Engage
Capture
Target
ConvertDigital Lead
Generation

9. The Key to Social Selling: Content with
Intent
• The mistake many organisations make when developing content is to prioritise
‘what we want to say’ over ‘what our audiences want to hear’
• There is currently an:
• Abundance of channels and ways to read or watch content – webinars,
blogs, newspapers, podcasts, reports and videos
• Readers and viewers have shorter attention spans
• Expectation that content will be tailored for specific requirements
• Requirement to ‘cut through the noise’
• Brands must take an audience-centric approach to the creation and delivery of
content, which engages audiences while achieving organisational objectives
• It’s also vital to consider your audience’s knowledge levels and where you
think they are in the sales ‘funnel’

10. How Can The Main Social Platforms Be
Used for Business? How Do You Choose?
• Social channels should be selected based on where a company’s target audience
resides
• For a B2B company, LinkedIn and Twitter are generally the key social networks
for building communities and reaching wider audiences
• YouTube is useful to host video content and for sharing to other social networks
and embedding in iframes on website pages
• Some businesses will see success on the likes of Facebook and Instagram. This
depends on the company’s strategy and who they are trying to engage and
influence
• Some of the strongest results come from a focused ‘less is more’ approach
• Lead generation doesn’t have to just be through a company’s own channels but
through staff’s social feeds too

11. How Can The Main Social Platforms Be Used
for Business? How Do You Choose?
• Building and monitoring communities is another way to use these social
networks
• A business can establish itself as a thought leader online by sharing its
expertise. This will improve their reputation and encourage others to not only
follow the company but to share the content – only if they believe it’s something
their followers would be interested in
• Hootsuite and Tweetdeck are great free tools. If you run a multi-brand business
then something more sophisticated like Sprout Social may be appropriate
• Monitoring can become more advanced with social listening and layering
additional tools and advanced keyword searches
SL lead with JK

12. You can watch our Whiteoaks Insights
webinar on
‘Social Selling: The Key to Business
Success’
anytime, anywhere on our website at:
www.whiteoaks.co.uk/webinar/social-
selling-the-key-to-business-success/
Sssh: The webinar gives you exclusive hints and tips for best practice
approaches, not included in this Slideshare!

13. Date:
Whiteoaks International – The Results-
Driven Tech PR Agency

14. Conventional PR
doesn’t work for clients
Paying for hours on a monthly retainer
without commitment to activity and output

15. A Better Way…
Set fees for set
deliverables
Absolute clarity
from the outset in terms
of investment, activity
and outputs
Agreed
performance targets
Commitment to results-
driven, transparent
campaigns ensures we
truly deliver for clients
Formal service level
agreement with
pro-rata fee rebate if
targets missed
Unique approach
guaranteeing true ROI

16. Whiteoaks International
PR agency servicing B2B
organisations globally
Established in 1993
Team of 35+ specialists
Expertise in delivering
PR, content and digital
services
Headquartered
in Hook, Hampshire –
with international network
£3M-£4M
fees annually
Specialism in technology:
Finance
HR
Cloud
Retail
Hospitality
Broadcast
Media & Entertainment
Manufacturing &
Engineering
Marketing Technology
Mobile & Telecoms
Security
Committed to delivering
PR ROI
…deliberately different

17. Our Service Offerings
PR
We develop strategic yet
creative PR campaigns which,
through highly targeted and
persona-driven tactics and
approaches, are guaranteed to
deliver tangible and impactful
results.
Our PR services include:
Corporate, Solutions and
Services, Endorsement,
Thought-leadership, Strategy
and Support services.
Defining and implementing a
digital strategy which
enhances your corporate
communications activity and
aligns to business goals is
essential and achievable.
Powered by Sprout Social, our
digital services incorporate:
strategy, engagement, content
creation, optimisation,
monitoring and evaluation.
Content
High-quality content is central
to the Whiteoaks proposition.
The tailored, relevant and
compelling content we are
proud to create, focuses on
what pre-defined audiences
want to hear, rather than simply
what a company wants to say.
We provide content services for:
PR, Sales and Marketing, Social
and Digital purposes.
…deliberately different
Digital

18. After working together for four
years, in 2017 Barco
approached Whiteoaks to
create a digital strategy which
would align the ClickShare
brand’s online presence. The
objective was to grow
awareness of ClickShare, to
nurture its growing online
community and to establish
ClickShare as the wireless
meeting collaboration market
leader.
The digital strategy that
Whiteoaks designed focused on
a number of key areas with an
emphasis on community
management, social media
monitoring and influencer
engagement focusing on key
industry influencers.
To grow the online audience
and improve engagement
around Barco’s ClickShare
product, Whiteoaks used a mix
of organic and sponsored posts
on Twitter and LinkedIn. Part of
this process was ensuring that
all the messaging stayed
consistent and on-brand
throughout the campaign,..
Whiteoaks also provided digital
customer service, to ensure
anyone who needed support
with their ClickShare solution
received a quick response time
to their enquiry through Barco’s
social feeds
Part of the ongoing activity was
to monitor online conversations
with an aim of identifying and
creating engagement
opportunities with key
influencers. This continued
monitoring resulted in 99
positive conversations with
industry influencers.
Brief Approach
Barco ClickShare Digital Case Study
Client
Barco ClickShare
Project
Digital
Industry
AV
Headline
Results
123% increase in
followers on
Twitter
48% increase in
engagement
across Barco’s
social feeds

19. Barco ClickShare’s Twitter following increased by
123%, and its LinkedIn audience increased by
50% during the 11-month campaign.
The number of engagements on both Twitter and
LinkedIn increased by 48% when compared to
results captured in 2016. There were over 23K
engagements in total.
99 additional positive engagement opportunities
with key industry influencers were brought about
as a result of the social media monitoring carried
out by Whiteoaks
An engaged online community of advocates for
Barco ClickShare’s collaboration solution was
created.
“Working with Whiteoaks has been a
pleasure. The team hit the ground
running and got to know our industry,
products and tone of voice quickly. They
took full ownership of the social channels
and were able to work independently. The
results have been fantastic and we have
seen continuous growth on our feeds. The
monthly reporting is also strong and is a
key differentiator.”
Liesbet Meesschaert, Campaign Marketing Manager at
Barco
Barco ClickShare Digital Case Study
Results
Client
Barco ClickShare
Project
Digital
Industry
AV
Headline
Results
123% increase in
followers on
Twitter
48% increase in
engagement
across Barco’s
social feeds

20. Get in
touch Email
simonm@whiteoaks.co.uk
Simon Moss, Business
Development Manager
Whiteoaks International,
Form 1, Bartley Wood Business Park,
Bartley Way
Hook, RG27 9XA
Call
+44 (0)1252 727313