Why Behavioural Data is Key to Social Selling Success

Confidential ArCompany Inc. — February 19, 2013

Slide · 1 Confidential ArCompany Slide · 1

So… Social Selling…

Are we just being sheepfor this latest “buzzword”?

79% of salespeople who use Social Media as a selling tool outperform those who don’t.

-Social Centered Selling Survey

Among Decision-Makers, LinkedIn Is The Most-Used Social Network for Work

-Forrester

Sales Increased 400% in Social Selling Pilot Program-IBM

Why Social Selling?

People are looking for social selling

So why is social selling so popular?

Simple – social media hasgrown up and it’s not just fuzzy unicorns now

(not a unicorn)

Social media maturity

ROILEAD

GENERATIONCUSTOMER

ACQUISITIONMETRICS DATA

Stupid social selling, though…

There’s no fixing that

Which is why social selling needs

BEHAVIOURAL DATA

Behavioural data

“information employed in marketing for designing promotional campaigns based on consumer’s buying habits, brand preferences, and product usage.”

Slide · 10Confidential ArCompany Slide · 10

Case study

MV-1 Canada

MV1-Canada

20%in 12 months

You need more than data analysis; you need people analysis

Data gives information, but people give nuances.

We have no shortage of information

But information only tells half the story…

Data-only information skews the story

People tell us the REAL story

These social signals provide buying data

Why Updates Rule

• They tell your network what you are up to• An opportunity to share content of value• Follow clients and potential clients for

insights (e.g. Did they just connect or are they connected to your competitor?)

• Provide reasons to get in touch (e.g. Job change = Money In Motion)

LinkedIn – Datamining And Prospecting

What more can I learn about them from what they say, do, and share?

Prospect Profiling Via Social

What are they and where do I find them?It’s easier than you think and getting easier.

Social Signals

LinkedIn Social Signals – Daily Email

Money in motion!

Customers Broadcasting Financial Triggers

How do I get on a prospect’s radar and stay there? How can I stay on top of managing my network?

Managing Social Interactions

Social selling technologies you can use today

Social data, signals, sCRM and measurement

Social data – Mantis / Pulse Analytics

Social signals – Lymbix

Emotional Analysis API offers qualitative text analytics across eight emotional categories

sCRM – Nimble

Measurement – Measure.ly

Tying It All Together

Mindset, Method, Data

Social Media = Corp DNA

Count Me In!

Whatever

I Don’t Want To Tweet And You Can’t Make Me

Internal Social Media Attitude

HeadquartersParent OrganizationExecutive TeamManagement Team

Frontline ManagementChannel PartnersCustomers/Community

Many organizations have implemented social media activities :• within distinct business

units or functional areas

• with little to no coordination across the organization

• with limited or poor communication from the frontline to executives and back down.

Current State of Communication

Content, communication, and authority need to cascade down through the organization with feedback making its way back up

HeadquartersParent OrganizationExecutive TeamManagement Team Frontline

ManagementChannel PartnersCustomers/Community

Regional OfficeBusiness UnitFunctional Area

Ideal End State of Communication

With a holistic approach to social media and the coordination of efforts, organizations have the potential for:

• input regarding product and/or service ideas or improvements

• incremental revenue• cost reduction from

operations• higher customer

satisfaction• amplification and cross-

promotion• improved brand

reputation management• improved collaboration

and communication

HeadquartersParent OrganizationExecutive TeamManagement Team

Frontline ManagementChannel PartnersCustomers/Community

Ideal End State

Find them and promote them amongst stakeholders

Bright Spots

13-10-01 63

What are people focused on and compensated for?

Focus On Outcomes

Silo Busting Collaboration

Thank you

www.arcompany.co

a.jenkins@arcompany.co

d.brown@arcompany.co

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