DMA West Presentation final PDF
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Transcript of DMA West Presentation final PDF
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ì Social Media for Sales How to use Social media to prospect, track promo4ons, and uncover client needs.
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Introductions
1. Who are you? 2. Who do you represent? 3. What is your experience with social media personally
and professionally?
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Objectives
How to use Social Media (SM) for… • Prospec4ng • Tracking sales promo4ons • Uncovering business needs/ trends
of customers
Focusing on… • Facebook • LinkedIn • TwiNer • Instagram
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Time Spent on Social Media
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Time Invested by Marketing Teams
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What does this mean?
1. Marketers spend 1-‐5 hours per week pos4ng, but consumers spend up to 15 hours viewing.
2. Our business posts have a very short lifespan: Share content OFTEN!
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Knowledge Nugget
78% percent of sales people using social media outsell their peers. (Forbes, 2013)
Group Chat: how o\en do you use social media, and are there any websites besides Facebook, LinkedIn, TwiNer, or Instagram that you used frequently?
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Prospecting Using Social Media
Use the search bar and filter by “events” to find conferences in compe4tor ci4es.
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Prospecting Using Social Media
Visit an organiza4on’s page and “subscribe” to the Events tab to get updates on events.
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Prospecting Using Social Media
Join Facebook “events” for industry events to connect with prospects beforehand. You can also engage with your peers to increase excitement.
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Prospecting Using Social Media
Join groups that are industry specific. You may find you have friends in common or can engage in a more casual dialogue with your customers.
Specific to your Facebook Profile
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Tracking Business Promotions
Create a “Call to Ac4on” buNon on your Facebook Page. What are some things you could use this buNon for?
Specific to your Facebook “Page”
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Tracking Business Promotions
You can “boost” events or posts to give them more views to promote an industry event, giveaway, or expand the reach of your branding. Your demographic is customizable!
Specific to your Facebook “Page”
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Knowledge Nugget
40% of B2B buyers say LinkedIn is important for researching technologies and services to purchase. The next highest social channel is at 19%. (Social Media Today, 2014)
Group Chat: how o\en do you update your LinkedIn, and what informa4on/ar4cles do you usually share there (if any)
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Prospecting Using Social Media
TIP: Have all your contact informa4on on your profile! A\er you reach out to a customer, they may check your profile before responding to confirm who/what you are.
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Prospecting Using Social Media
To find people beyond 3 degrees of connec4on, you must know their name! Use search filters for “mee4ng planner”, or search by city when planning a sales trip.
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Prospecting Using Social Media
TIP: When sor4ng contacts, use the “tags” in the contact organizer to categorize between business prospects, vendor partners, etc. TIP: Consider seeing the connec4ons of your compe4tors.
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Tracking Business Promotions
The “Publish a Post” feature can be used for blogs, booking incen4ves, or editorial
content to promote your des4na4on.
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Tracking Business Promotions
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Uncovering Customer Business Trends
Know who your customers are looking at and what else is important to them. When customers visit your page, LinkedIn tracks who else they visit. Visit Anaheim’s page brings up the following:
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Knowledge Nugget
You are 70% more likely to get an appointment on an unexpected sale if you join LinkedIn Groups. (Vorsight, 2014)
Group Chat: are there any LinkedIn groups that you ac4vely par4cipate in, and why?
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Prospecting Using Social Media
Find out where conferences are headed as they are announced, and see trends on what aNendees like or don’t like using #hashtags Hashtags are seamlessly searchable across TwiNer and Instagram
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Tracking Business Promotions
Choose a simple and memorable #hashtag to track
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Uncovering Customer Business Trends
How do consumers view your des4na4on? Searching #hashtags will give you an idea of what images or places stand out the most to them.
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Uncovering Customer Business Trends
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How does your social media stack up?
Let’s see what your peers are up to, and find best prac4ces!
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Proceed With Caution
Check your semngs on Facebook and other social media outlets. Even if you have your content set to private, a Google search can find photos, likes and posts!
NOTHING is private anymore!
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Social Media Fails
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Key Takeaways
• Engage on sites beyond LinkedIn to make deeper connec4ons
• Create relevant content to remain a consulta4ve ally to your customers
• Use social media to find what your customers like about your des4na4on (you mind find new takeaways!)
• Just like in marke4ng, track your pos4ngs and informa4on to gauge interest
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Questions?
Find me on Facebook or LinkedIn: Jessica Rienecker