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On Social
Actionable Insights, Analytics & Attribution Leading the Social Sales Force Workshop Ben Cathers Senior Solutions Consultant @bencathers Today’s Speaker Ben Cathers Senior Solutions Consultant @bencathers | [email protected] Join the conversation using #socialsalesforce Benefits of Social Adoption 20% 20% More Revenue More Revenue Join the conversation using #socialsalesforce 60% Higher Profit Growth “78% of salespeople using social media outsell their peers” “Over half of the respondents (54%) who used social media tracked their social media usage back to at least one closed deal.” Social is the new front door: It’s where your prospects learn, seek, discover & decide Brick and Mortar Website Join the conversation using #socialsalesforce Social “Before LinkedIn and other social networks, in the sales world, ABC stood for Always Be Closing. Now, ABC means Always Be Connecting, because your connections lead to your next lead and your next close” Jill Rowley, Social Selling Evangelist From Social Marketing to Social Business Social Advocates Social Teams Social Organization Evolution selling of social misperceptions Social ✖ ✖ ✖ ✖ Social selling can be initiated in a few simple steps Social selling should be led only by sales Social selling is a one-size-fits-all tactic Social selling is the panacea for meeting challenging sales objectives Source: Forrester Research, Inc. “Break Through The Hype Of Social Selling How To Successfully Enable Your Sales Teams To Utilize Their Social Networks.” 2015. https://www.forrester. com/Break+Through+The+Hype+Of+Social+Selling/fulltext/-/E-res120747 Evolution social Take itofslow Crawl Walk Join the conversation using #socialsalesforce Run How do I find actionable insights? Tips for finding sales insights • Monitor LinkedIn groups and contact updates on social Crawl • Follow your industry #hashtag • Leverage a social selling tool like Sales Navigator Join the conversation using #socialsalesforce Tips for finding sales insights Walk • Create Twitter lists of influencers, prospects and competitors: listen for buying signals and opportunities to engage • Set up search streams to monitor industry hashtags, competitors & product mentions Join the conversation using #socialsalesforce Tips for finding sales insights Run • Leverage a listening and analytics tool to measure leads driven and opportunities created with social attribution • Find most impactful, best converting content to share Join the conversation using #socialsalesforce A closer look at the insights What KPIs should be measured? Aligning social to business goals Goals Brand Awareness Thought Leadership Word of Mouth Leads Sales Join the conversation using #socialsalesforce Aligning social to business goals Goals On Social Brand Awareness Reach Thought Leadership Consumption Word of Mouth Likes & Shares Leads Actions Sales Conversion Join the conversation using #socialsalesforce Aligning social to business goals Goals Crawl On Social Brand Awareness Reach Thought Leadership Consumption Join the conversation using #socialsalesforce Aligning social to business goals Walk Goals On Social Word of Mouth Likes & Shares Join the conversation using #socialsalesforce Aligning social to business goals Goals Run On Social Leads Actions Sales Conversion Join the conversation using #socialsalesforce How do I measure social selling success? How Hootsuite did it How Hootsuite did it • Health test to see if reps are posting, sharing and engaging more Crawl • Social Media Management Analytics (posting activity & follower growth) Join the conversation using #socialsalesforce Questions to ask yourself ● Are sales reps comfortable using social media technology? ● Are sales reps getting into the routine of posting/sharing on social? ● Are posts/shares & follower growth trending upwards? Crawl Join the conversation using #socialsalesforce Data Source: Hootsuite Enterprise How Hootsuite did it Crawl Join the conversation using #socialsalesforce How Hootsuite did it • Ensure sales reps are engaging with the right people and sharing the best performing content Walk • Use team based UTM parameters & Ow.ly links to track leads back to specific social activities Join the conversation using #socialsalesforce Questions to ask yourself ● Are sales reps sharing the right content to the right people? ● Is team participation increasing overall or is it just a handful of social advocates? ● Is team performance increasingly driving more leads and conversion? Crawl Join the conversation using #socialsalesforce How Hootsuite did it Data Source: Google Analytics [Sample Data, Not Actual] Crawl Join the conversation using #socialsalesforce How Hootsuite did it Run • Track your individual sales reps performance and how social media activities impacted specific deals • Assign individual based CRM campaign IDs & UTM parameters to each rep Join the conversation using #socialsalesforce Questions to ask yourself ● How is each rep performing and who are the top performers? ● How much pipeline can be attributed to social media activities? ● What social activities impacted deals and which sales reps can be attributed? Crawl Join the conversation using #socialsalesforce How Hootsuite did it Crawl Data Source: Salesforce [Sample Data, Not Actual] Join the conversation using #socialsalesforce Questions? Ben Cathers Senior Solutions Consultant @bencathers | [email protected] Join the conversation using #socialsalesforce Thank You! More info: enterprise.hootsuite.com Ben Cathers Senior Solutions Consultant @bencathers
