Welcome to Telstra Virtual Events. #TelstraVirtualEvents

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1 Welcome to Telstra Virtual Events

2 Social Media Should you consider scaling back your efforts? 08 August 2016

3 Moderating today: Peter Fray Professor of Journalism Practice and Head of the Journalism discipline University of Technology Sydney Laurel Papworth Social Media Commentator Carl Naessens Digital Lead, Telstra Premier Services Stan Relihan Principal Consultant, PRA Connect with us: Peter Fray Laurel Papworth Stan Relihan Carl Naessens

4 Carl Naessens Telstra Business

5 Challenge: buyers are 57% down the decision making path pre-vendor contact Social Selling is when salespeople use social media i.e. Facebook, Twitter or LinkedIn to interact directly with their prospects over and above their existing sales activity. Salespeople will provide value by answering prospect questions, providing real life technology examples and offering thoughtful content until the prospect is ready to connect, engage and ultimately buy. 91% of B2B buyers are involved in social media 30% time reduction requested in the vendor buying process 57% of the decision making for purchase is made before they contact the vendor Forrester Research, Using Buyer Social Behaviour to Boost B2B Social Selling Success, 201

6 Social media activities can be enhanced by amplifying best practices Building a wide social networks Maintaining strong profile Sharing content - Relevant and informative 45% 36% Top triggers in accepting vendor connections: Title and expertise 68% 78% will connect based on mutual contacts will connect based on total contacts* Professional picture of respondents read contacts past posts after connecting of respondents share contacts articles with their network *Several guides view 500 as the optimum (total) number of connections in LinkedIn See Appendix for some examples.

7 Buyers are increasingly accepting social channels as a preferred medium Deeper participation level Ease of access to information 50% 90% 80% of respondent agree that Access to information is easier in Social Media compared to Traditional Media * of respondent Login once or more a day Top Activities: 98% 93% 87% 81% Networking Posting Reading Post of respondent Login once or more a week LinkedIn Group Collaboration Deeper engagement Access to information from Social Media is: Relevant Connect me to my professional group Informative The professional group lets me know what I need / want to know Quick Accessible from multiple devices *Traditional Media e.g. Publication (Newspaper/Magazine), , Face to Face meeting / Networking event, Telephone. IDC Social Sharing Survey, March 2016 Sample: 3,000 Australian Medium Companies

8 Opportunities improve as personalisation improves Accepting meeting Referral 80% 50% 80% 25% of respondent Open to accepting meeting invite of respondent Accept meeting due to recommendation from peers of respondent Willing to recommend\ account manager or vendor of respondent willing to recommend if account manager is someone in their network that they know 25% After connecting with sales, 25% of respondents want to understand professional history and how it could solve their business problems IDC Social Sharing Survey, March 2016 Sample: 3,000 Australian Medium Companies

9 Desirable result Action Key enablement Customers have high expectations of your social profiles and content you share Customer Content Credibility Attractive persona Credible company / title Accumulate Credible Content Build good reputation Get more endorsement / recommendation Network with potential client Post personalised content relevant to client Ask for meeting Seek for referral 86 % 68 % 77 % 74 % Will read your profile Will read your past posts Will accept your meeting invite Will refer you to others Accept your invite grow personal client network Establish personalised sales approach Propose customized sales bundle / solutions Expand client base Increased sales prospects Enhanced marketing effectiveness increased sales and advocacy Increased sales prospects IDC Social Sharing Survey, March 2016 Sample: 3,000 Australian Medium Companies

10 Key takeaways from IDC social sharing survey, March 2016 K Customers time poor, which is driving the need to act more quickly Customers want to reduce buyer-cycle (time) by 30% by reducing research data points While sales/vendors important part of research process, they are not in control Buyers more open to direct B2B sales messaging from their vendors than we first thought Customers consider influencers as those that are relevant to their industry and have relevant contacts Buyers are using social to progress the sales cycle, not close the deal Brand consideration & advocacy strongly linked to industry/location relevancy IDC Social Sharing Survey, March 2016 Sample: 3,000 Australian Medium Companies

11 Stan Relihan Principal Consultant, PRA

12 Social media is fragmented and still growing

13 Don t try to cover every social channel. It s highly likely your customers won t be.

14 There was a time when we weren t buried in our devices everyday

15 Have a voice. Cut through the clutter

16 Easy to say. Not always easy to do. Your message has to have

17 Focused messaging results in activity uplift and potential opportunities with my contacts

18 My personal takeaways from experience 1. Focus on Branding 2. Be Consistent 3. Be Selective 4. Personalise your Content 5. Be Persistent

19 Laurel Papworth Social Media Commentator

20 Does social media add value? Loyalty ROI: visit your social media account 9x more, stay 5x as long (Source: McKinsey) Brand ROI: 4x un-aided brand recall over SEM (Source: NFO) Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition Support ROI: 5x-10x more cost effective than phone support Meet Offline: One fifth (20.3%) meet at least once a year (Center for Digital Futures) laurelpapworth.com

21 How much is a tweet worth? DailyDeals: Facebook Share $14 Facebook Like $8 Twitter Tweet $5 Twitter Follower $2 Event Site: Facebook Share: $2.52, Tweet 43c, LinkedIn: 90c $2.34 ($1.78 average) NonProfit: Facebook Share (6 needed per donation) $8 per like. More Examples: laurelpapworth.com

22 Social Media ROI vs COI Cost of Inaction! Social Media Viral: Apple s stock promptly tanked on massive selling, going from $ to $ in six minutes (11:56 12:02). Regulatory: Report back to the market (Monitoring) More: laurelpapworth.com

23 Social Media: Free But Not Cheap Facebook Optimisation: FBO & Algorithms Last Actor: Customers Last 50 interactions? Post Often! Lexicon: Facebook matchmaker interests. Know your Keywords! Free Facebook Course: laurelpapworth.com

24 The Future Training The Matrix vs People Media Facial & Object Recognition learn Big Data vs Social Media Shopping, Frequent Flyers, MasterCard & Retargeting Algorithms Rule, not People. More: laurelpapworth.com

25 Want to know more? LaurelPapworth.com Forbes Magazine Top 50 Social Media Influencers Globally 20 Years as an Online Community Manager Manages TV Show Facebook Pages Idol, Big Brother, Junior Masterchef 15 years as a University lecturer in Media online students for her courses courses.laurelpapworth.com 1/2 million Subscribers, 6 million Reach on Social Media each month Photo:GaryPHayes laurelpapworth.com

26 Moderating today: Peter Fray Professor of Journalism Practice and Head of the Journalism discipline University of Technology Sydney Laurel Papworth Social Media Commentator Carl Naessens Digital Lead, Telstra Premier Services Stan Relihan Principal Consultant, PRA Connect with us: Peter Fray Laurel Papworth Stan Relihan Carl Naessens

27 Thank you for joining us