PERSONAL BRANDING SOCIAL SELLING
WELCOME BACK Managing your digital footprint Pictures & words Marathon, not a sprint Define your brand LinkedIn and Twitter
WHAT YOU LEARNED Coming up with 'key' descriptive words about yourself, and putting them into an elevator pitch - also, the importance of having these adjectives added to your LinkedIn profile. Putting together a LinkedIn profile that was actually enticing and interesting Importance of the Summary on LinkedIn That we are not alone! That creating a personal brand doesn't have to be intimidating, you just need to buckle down, which your exercise's made me do. It was a great way to eliminate the 'background noise' that happens when I overthink. About laying the foundation for an authentic, impactful profile that inspires and attracts like-minded people to want to get to know me and what my value offering is. How to set up my Linked-In Page and the importance of both Linked-In and Twitter!
WHAT YOU WANT TO KNOW The best approach to reaching out to potential LinkedIn contacts What is a realistic expectation for bringing in new clientele? I LOVED your explanation of social selling, it made everything fall into place. I tend to overthink! Thanks ladies! Managing all the information that comes to you via social media; learning how to sift out what is important for me. I find myself often spending way too much time just trying to find what's relevant for me. How to use these platforms to attract clients
SOME OF YOU JUMPED RIGHT IN And there were more.
EXAMPLES OF SUCCESS Over 9,000 views Over 600 likes Over 50 comments Learn what is resonating Evergreen Continue the conversation
AGENDA Characteristics of Successful Business (sales) People Social Selling For Competitive Advantage The New Buying Journey Getting Comfortable with Twitter Defining the Ideal Client The client engagement model DRAFT 1.0 CREATED BY DEVREVE INC. 2016-01-20
QUALITIES OF SUCCESSFUL BUSINESS PEOPLE q Excellent Communication Skills q Disciplined q Intelligent q Personality q Drive & Ambition q Consultative q Relationship Building q Confident DRAFT 1.0 CREATED BY DEVREVE INC. 2016-01-20
QUALITIES OF SUCCESSFUL SOCIAL SELLERS ü Excellent Communication Skills ü Disciplined ü Intelligent ü Personality ü Drive & Ambition ü Consultative ü Relationship Building ü Confident DRAFT 1.0 CREATED BY DEVREVE INC. 2016-01-20
THE COMPETITIVE ADVANTAGE OF SOCIAL SALES Extend reach and influence There are no gatekeepers on LinkedIn and Twitter 82% of prospects are on LinkedIn; 1 of every 3 Professionals in the world LinkedIn is the #1 channel to distribute content LinkedIn is considered the most effective platform for B2B Lead generation Nurture Customer Conversations 8-10 sales calls are required to close a deal personalize and keep the connection with social 2016-01-20
BEST OF ALL SOCIAL SELLING LEADS TO A WINNING PERFORMANCE: 79% of sale people who use social media outperform those who don t Exceed quota 23% more often Social Media Savvy Sales people win more competitive deals by 2 to 4 times 36% more likely to achieve quota 64% of teams that use social selling hit quota compared to 49% that don t 12% average growth Year over Year Social Listening pays off 35-50% of deals go to first response 2016-01-20
THE BUYER JOURNEY HAS CHANGED From Sales Presentations & Product Pitches Cold calls & emails to open the door Few decision makers with greater authority To Individual Research & educational information Referrals and warm introductions More collaborative decision making committees & slower sales cycles 2016-01-20
B2B BUYING BEHAVIORS BY THE NUMBERS: 77% of buyers didn t contact a sales rep until after conducting independent research 74% of that research was conducted online 84% of buyers started their search with a referral On average 5 pieces of content have been consumed before talking with sales 57% of the buying decision is complete before talking with sales 36% didn t speak with a sales rep until after a short list was established 2016-01-20
SO IF SOCIAL SELLING IS SO GOOD FOR US WHY ISN T EVERYONE DOING IT? 2016-01-20
THE STATE OF SOCIAL SELLING 80% of organizations believe that their teams would be more productive using social selling And yet: 2/3 of organizations have no social selling training program for sales teams 93% of sales executives have not received formal training 53% want help 71% of sales people believe their roles will be different in 5 years 69% of sales people believe buyer processes are changing faster than their organizations are responding 2016-01-20
WHAT DOES THIS MEAN FOR YOU? 2016-01-20
START NOW AND FOLLOW THE STEPS: ü Personal Brand Determine goals Select topics & subject matter Define the ideal client Determine who to connect with and when/how to approach them Adopt the social selling discipline 2016-01-20
EXERCISE - GOAL SETTING Exercise: What would you like to accomplish in your professional life one year from now (identify 3 to 4 goals)? What actions do you need to take? Describe one year from now - What does your success look & feel like? 2016-01-20
HOW CAN PERSONAL BRANDING / SOCIAL SELLING HELP? Connect with the right people? Be clearer in your communication? Broaden your influence? Establish your authority / influence?
SUPPORTING LINKEDIN WITH TWITTER General confusion Don t know what to post Not sure who to follow Unsure of what to say Feeling intimated
WHY DO I WANT TO BE ON TWITTER? 3 Reasons Find business (both for you and your company) Grow business (both for you and your company) Personal reasons be aware of / part of events as they happen Twitter is not about having thousands of followers it is about connecting with people
WHAT IS MY TWITTER STRATEGY? 2 Parallel Strategies Broadcast Let people know you have something interesting to say build a following of people hopefully ones you want to do business with Connect Use Twitter to connect one-to-one, establish rapport and build trust
ELEMENTS OF TWITTER Profile develop a profile that is compelling and says something interesting and unique about you Original tweets something you compose yourself Re-tweets something you want to broadcast for others to read Favourites/Heart the equivalent of a like on Facebook Mentions/Notifications if people mention you, you should take a minute to thank them, begin to build rapport Followers find out who is following you use this to connect and build rapport Following follow the people who have great content or who you would like to follow you
TWITTER ETIQUETTE THINK KINDERGARTEN Share Learn Connect Grow
WHAT SHOULD I TWEET - BASIC? Tweet News in your industry Current events An event you are attending updates from the event Trends in your industry Re-tweet others that have great content Links that have great content Thank people for mentions The kinds of things you would like to read yourself Don t Tweet What airport you are at What you are eating Anything negative Anything boring Anything really personal
DON T BE AFRAID OF TWITTER People who use email unreservedly are very afraid of Twitter. Email is much more frightening. Emails can be broadcast, shared, modified and hacked all without your knowledge. You don t get a notification if someone forwards your email message to someone else. With Twitter you know right away. You have complete control over Twitter and because you know it is out in the world and could be seen by many people, there is a tendency to be thoughtful with what you are saying. Twitter enables us to be kind, grateful, interesting and connected. It let s us shape our self online with the right combination of business & personal tweets that shows us as a 3- dimensional contributor to society.
TWITTER BASICS Your Goal Connect with Others, gaining followers along the way How? You follow others, retweet their stuff and mention them in your tweets Hashtags # Search Conversation @ symbol A person s Twitter handle A company s Twitter handle
YOUR TWITTER PROFILE SAYS A LOT ABOUT YOU WRITE ONE THAT ENCOURAGES OTHERS TO FOLLOW YOU
USING TWITTER TO CONNECT WITH PEOPLE
BUILDING THE PERFECT TWEET Even though it is short, it takes time to compose you don t have to rush Write what you want to say first add hash-tags and @ signs after Love teaching Personal Branding and Social Selling tks Global Knowledge Love teaching Personal #Branding and #SocialSelling tks @GlobalKnowledge
INTO ACTION
WHO IS GARY SERDA?
GET TO KNOW GARY THE WAY YOU WOULD AT A PARTY
I DON T KNOW WHAT TO TALK ABOUT? To determine your themes, consider: Your personal brand Your company s brand What s most important to your company right now, in the next 1-3 years? What is important in your industry & your client industries? Your personal passions Your personal pet peeves What do you think about when you aren t thinking 2016-01-20
EXAMPLE OF THEMES Themes Mental Health Women in Technology Social Marketing / Social Selling Freelance Writing Aligns To My personal passion for raising awareness and getting the conversation started My business interest - attracting women into our sector Building my business and personal brand awareness Building my business and personal brand awareness 2016-01-20
EXERCISE DEFINE YOUR THEMES Take a minute to write down the themes you want to be known for the things you are going to tweet / retweet or even blog about as you continue to build your brand
CONNECT & APPROACH Twitter #1 Cocktail Party Follow Monitor and retweet Ask questions / engage LinkedIn #2 Main Event Connect using a personalized message: compliment, position, action Build relationship: virtual coffee 2016-01-20
Define your Brand Build LinkedIn Profile Target Clients Begin to Blog Tweet and Retweet Build Twitter Profile Identify Themes Connect on Twitter Connect on LinkedIn Virtual Coffee Face-to- Face
HOW OFTEN? Every day spend 15 minutes on Social Media
EXERCISE - IDENTIFYING CLIENTS Describe the idea client Industry Geography Type of organization Mid size, IT budget of $X Titles CIO, CTO, CMO, Architect, etc. What do these clients worry about? What would get them fired? Where do they spend the majority of their time and budgets? Do they belong to boards & associations? What makes them successful? Career Aspirations? What can your company help them with, what can you help them with? List 100 companies you would like to do business with Identify the people at those companies you need to know 2016-01-20
ANATOMY OF AN APPROACH Dear John I read your last blog with interest I too agree that we need more attention paid to mental health. I would like to connect with you and potentially discuss this topic with you. Dear Steve I really like what you are doing with storytelling at Microsoft I know you are busy but I am hoping we could schedule 15 minutes in the new year to talk about how partners can benefit. I am interested in your insight.
HOW DO YOU APPROACH OTHERS?
ADOPT THE SOCIAL SELLING DISCIPLINE Define your editorial Calendar Schedule time in your day Use the platforms to foster business connections Finish the cycle 2016-01-20
SOCIAL SELLING GUIDE / CHEAT SHEET Daily 10 minutes on Twitter Tweet one original comment re your themes Re-tweet the people you want to get to know Thank people for mentioning you / following you Re-tweet something interesting in your themes Daily 10 minutes on LinkedIn Use Advanced Search to find new connections that align to your ideal client Reach out to establish an initial connection Reach out to take an existing connection to the next level (virtual coffee or face-to-face) Weekly Match Your Activity to Your Goals Who did you connect with socially that you want to take further? Have you completed the next step in the connection cycle? Monthly Review Twitter Analytics to ensure follower growth of 2 to 5% Determine how many new LinkedIn Connections you have established Determine how many second-level LinkedIn Connections you have established
WHAT IS NEXT? Coaching call in 30 days Blogging Workshop Learn how to develop your authentic voice Become comfortable with blogging Follow this link or email me if you want to sign up https://gailmercermackay.leadpages.co/extending-your-brand-with-blogs/ gail@mercermackay.com
FEEDBACK & QUESTIONS