Wheaton business innovation center social media 051211
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Transcript of Wheaton business innovation center social media 051211
DEMYSTIFYING SOCIAL MEDIAHOW TO USE IT THE RIGHT WAY TO POWER YOUR SALES PROCESS
Wheaton Business Innovation Center/ May 12, 2011
Andrew Rudin,Managing Principal, Outside Technologies, Inc.Certified Social Media Strategist
www.outsidetechnologies.com
703.371.1242 (mobile)[email protected]/andyrudin
Thank you for taking time from your day to be here!
Outside Technologies, Inc.
Sales strategy and execution since 2001
• Expert in sales risk management
• Social Selling (Sales2.0)
Strategies and best practices
If I took time out of my day to attend this meeting, which outcomes or results would be most important to me? Know how to solve a persistent
problem or challenge in a new way Strategies and tactics that provide
me a competitive advantage Skills I can apply to a broad range of
selling situations
Key Problem to Solve
How to create and execute sales strategy in a changing social, technological, and communications landscape.
Key Questions to ask
1. What value must sales contribute to my (our) organization?
2. What must occur in order for that to happen? 3. How can I connect emerging strategic opportunities with
day-to-day operations? 4. How do I learn about specific consumers' desires, skills,
and behaviors such that I can help create better products and buying experiences for them?
5. What changes do we need to make in the way we manage our human capital?
6. Are we prepared for working across cultures and time zones in a seamless global network?
Opportunities and Risks
Trust and Rapport Build rapport Build trust Be credible Listen and understand Be transparent (open)
Accessibility Build community (reach) Be approachable (findable) Connect with individuals (engagement)
Value Be valuable Advocate, persuade, and enable others to do so Be current (information flow) Be clear Be different Appeal to ego and emotion
Mission Critical? Blogs Website Facebook Twitter LinkedIn SlideShare Others
Build rapport
Build trust
Build engagement
Be credible
Listen and understand
Be transparent
Build community
Be approachable
Connect with people (not "targets")
Be valuable
Be persuasive
Be current
Be clear
Be different
Appeal to ego and emotion
Without Strategy and Context, Social Media is not worth the effort!
Social Media Strategy Models
http://www.socialmedia-academy.com/index.php/resources/methodologies/
Avoid these pitfalls . . .
You can NOT “automate” your customer communication through social media
Social media is NOT just another channel to blast out your message
You can’t outsource the “social media thing” because you cannot outsource your relationships
If you have no time to personally and individually engage with your customers, partners and influencers, social media is completely useless, maybe even counter productive
Thinking tactically, not systematically . . .
Make it a habit to:
• Let your connections know what you are doing• Let your connections know on what other places and spaces you are
active• Always Tweet or otherwise communicate about everything you post
or comment on• Always use a signature on your posts and comments• Put your social web connections in your email signature• Have a touch point with your connection at least once a week one
way or the other
1. Do you know where your customers hang out?
2. Do you know who the opinion leaders are?3. Do you understand what their overall
challenges are? 4. Do you know what their challenges with your
products and services are? 5. Do you know who in your organization can
help the customers be more successful? 6. Do you know who in your social network can
help your customers to be more successful? 7. Do you know the most important details
about your direct customers?8. Do you know your competitors customers?
Do you have a way to help your competitors customers?
9. Do you know who of your existing customers can help your competitors customers?
Additional Questions to ask . . .
Thanks !
Questions?