Measuring the ROI of Social Selling
30
Assessing the ROI of Social Selling MICHAEL IDINOPULOS, PEOPLELINX CMO
-
Upload
kissmetrics-on-slideshare -
Category
Sales
-
view
4.017 -
download
1
Transcript of Measuring the ROI of Social Selling
Assessing the ROI of Social Selling
MICHAEL IDINOPULOS, PEOPLELINX CMO
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics,
he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find
him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Michael is currently CMO at PeopleLinx. He previously served as Chief Customer Officer at Socialtext,
bringing the first social software inside corporate, nonprofit, and government organizations. Michael
holds a Ph.D. in philosophy from U.C. Berkeley and currently lives in Philadelphia with his wife and three
children.
MICHAEL IDINOPULOS CMO, PeopleLinx
@michaelido
@peoplelinx
#KissWebinar
@michaelido
1 Why Social Selling?
Employee Advocacy
Prospecting
Deal Nurturing
2 Measuring the ROI
3 Section Three – The Change Journey
TABLE OF CONTENTS
WATCH WEBINAR RECORDING NOW
B2B BUYERS ARE CHANGING
Sources: Corporate Executive Board, Telenet, Ovation Sales Group
Calls required to reach a buyer (up from 3.7 in 2007).
HARDER TO REACH
8Decision-makers participate in an average enterprise purchase.
CONSENSUS-DRIVEN
5.4Of buyers’ decision is already made before speaking with a sales rep.
SELF-EDUCATING
60%Of B2B executives use social media to research buying decisions.
USING SOCIAL
84%
6.2
10 11.57
12.81
0
2
4
6
8
10
12
14
Conducts Non Traditional Customer Due Dilligence
Personally Owns Lead Generation
Leads With Insight Uses Social Media as a Critical Channel
Impr
ovem
ent P
roba
bility
of
beco
min
g a
Top
Perfo
rmer
SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT
Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME
MARK FIDELMANForbes
“ 78% of salespeople using social media outsell their peers.
Will you see similar results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness
Lead Generation
Qualification
Opportunity
Upsell
Referral
Employee Advocacy
Prospecting
Deal Nurturing
THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES
Employee Advocacy
Prospecting
Deal Nurturing
Capture “Social” as Lead Source & Opportunity Source in CRM
Capture social gestures in activity history (hard to do manually)
Share tracker URLs on social (More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times
WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW
Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015
REPS NEED HELP
Train employees on social selling
Encourage use of social
selling
Measure Results of social
selling
EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM)
(No Change to Lift)1-2%Policy
Training
Integration
Optimization
Increase to
7-8%
Increase to
10-15%
Increase to
15-20%
Random Acts of Social Sales Lift1-2%
MICHAEL IDINOPULOS CMO, PeopleLinx
@michaelido
THUE MADSEN Marketing Operations Manager, Kissmetrics
@thuelmadsen
Questions?
