Facebook 101: Social SellingAviva Canada

10 July 2019

12 noon EDT

Sherrilynne Starkie

Today’s Trainer

• 25 years in marketing & communications

• 13 years specializing in social media

• International career UK – USA – Canada

• Owned and lead marketing agencies

• Consulted with hundreds of clients

• Certified Hootsuite Social Marketer

Of insurance customers consider

social media comments

Auto insurance shoppers start

online, including social media

Of brokers are not using

social media, but plan to

Of brokers respond to

customers on social channels

48% 20%

70%

56% Of brokers spend $1k to

$5k on social media each

year

Of brokers post content

regularly

51%

88%

Social Media In Insurance

Our Agenda

• What is social selling?

• Building your personal brand.

• Four Facebook business tools.

• Find your tribe.

• Best Practices

• Contests

• Messenger

• Questions

What is Social Selling?

“Social selling is the art of using social media to find, connect with, understand, and nurture sales

prospects. It's the modern way to develop meaningful relationships with potential customers so you're

the first person or brand a prospect thinks of when they're ready to buy.”

– Hootsuite 2019

Some Interesting Stats…

• 92% of B2B buying decisions are influenced by digital channels

• Social sellers attract 45% more opportunities & close 78% more business than their peers

• Companies using social selling are 40% more likely to hit revenue goals

• A third of social sellers say they build deeper client relationships

What’s in a brand?

Authentic Be yourself…your best professional self. Genuinely support and help people. Don’t be hard sell.

Consistent Use a professional headshot, logo, colour scheme, etc. across all your social profiles

Your Story What makes you unique? Your background? Your approach? Your ambitions?

Your Expertise What’s your focus? What’s your niche? Awards, Accolades, Accreditations, etc.?

Visible Consistently update and interact with your clients & prospects via social media. Consider ads.

Value Describe what sets you apart from competitors in one sentence.

Connection Connect with just about everyone to expand your network and develop word of mouth referrals.

Social Media Customer JourneyNot every single Facebook update will directly result a quote start or policy bind. Remember

that purchase decisions are often a journey and your social media should guide potential

customers along the way.

Attention

Interest

Desire

Action $$

Advocacy

Questions So Far?

Personal Profile

• Used by individual people.

• Required to access the other

three for business

• Share your interests, photos,

videos & news.

• Personal ‘Story’ disappears

after 24 hours

Brand Page

• Used by artists, public figures,

businesses, brands &

organizations to connect with

customers & fans.

• Required to run ads.

• Share news & information, photos

and videos and other stories

• Business ‘Story’ disappears after

24 hours

Groups

• Available to all users (individuals &

businesses)

• Supports conversation about shared

interests

• Open, closed or secret

• Content is prioritized in the newsfeed

Messenger

• Instant messaging app

• Share photos, video, more

• Good for group chat

• Automation available

• For use in ads also

The Facebook FourFeature Profile Page Groups Messenger

Connections Up to 5000 No limits No limits No limits

Content Text, Media, Links, Live Video, Watch, Check in, Feeling/Activity, Story, polls

Text, Media, Links, Live Video, Story, polls, reviews, video premieres, pins

Text, Media, Links, Live Video, Story, polls, pins,

Text, Media, Links, audio & video, Story, polls

Participation & Features

Post, delete, comment, share, like react, join & create groups, events, apps, games, location tag, privacy protection, save posts, information downloads, ad preferences

Post, delete, comment, share, like react, join & create groups, events advertise, apps, location tag, Host watch parties, creator studio, pixel, Insights

Post, delete, comment, interact. Formatting, paid subscriptions (limited), search, events, chat, linking, schedule meetings & calls, Insights

Chat, Transfer files, audio/video messages, bots, create groups, scan codes, apps, games, cash transfer, encryption, audio/video calls, reminders, location sharing

Questions So Far?

Know your audience

• Who are your clients?

• Where are they?

• What are their struggles?

• What are their preferences?

Finding your tribe

• Team & Staff Members• Friends• Family

Tags: Finding your tribe

• Hashtags, @tags, geotags &

keywords

• Give your content visibility

• Search optimization

• Follow pages of interest to your client base

– Industry information sources

– News & media

– Community organizations & events

– Partners & associates

Follow: Finding your tribe

Join: Finding your tribe – Groups reflect the interests of your

client base

– Business & community groups

– Hobby & shared interest groups

• Joining Groups

– Zuckerberg is strengthening the focus

on Groups

– Content is prioritized

Ads: Finding your tribe

• Running paid ads

– Page like ads

– Messenger ads

– Awareness ads

Precision targeting

– Demographics & lifestyle data

– Lookalike audiences

– Pixel & List audiences

Questions So Far?

Selling Best Practices: CTA

• Give your prospects a choice in how they engage:

– Learn more: entices with no obligation

– Shop now: focuses on products

– Install now: used for apps

– Sign up: for subscribers

– Like page: for subscribers

– Send message: engage

– Join group: subscribers

Selling Best Practices: Landing

Pages• Have a specific landing page for your offer

• Reflect the look and feel in your Facebook

update

Selling Best Practices: Reviews

• 84% of consumers trust online reviews

• Positive reviews online can increase conversions up to 34%

• Respond & thank positive reviewers. Reward them if possible.

• Report unfair or mistaken reviews

Selling Best Practices: Connection

• Take time to connect with fans & followers

– Engagement is the key to social selling.

– Chat with your followers instead of talking at them.

• Chat in comments or via Messenger

– Each interaction boosts visibility.

– Remember the funnel in slide 10!

Selling Best Practices:

Value• Focus on providing value to

build trust.

• Don’t move to close too

quickly (remember the funnel).

• Use the 80/20 sales ratio in

content planning.

Questions So Far?

Facebook Contests

• A cost effective way to boost engagement & drive sales leads

• Facebook has contest rules. They change often.

• Actions encouraged:

– Like this post, comment on this post, vote by liking, post content on this page, message this page

• Actions discouraged or prohibited

• Tag a friend, share this post, share post on a friends’ timeline

• Follow insurance industry contest guidelines

• Don’t incentivize a bind

• Do incentivize a referral.

Using Messenger• Average opening rate is 80% (over 15% for

email)

• Connect with people who are not your

friends or followers.

• Synch contact to reach prospects not on

Facebook

• Group chats cater to specific interests

• Broadcast your story

• Chatbots

• Messenger Ads

Messenger Best Practices

• Gain permission before proceeding

– I saw you were asking a question about flood insurance over in the ‘Red River

Waterfront Group’. Can I send you our cheat sheet?

• 24 + 1 rule

• Keep it short. Send shorter separate messages instead of one long one.

• Use quality photos in mobile aspect ratios

• Mobile Monkey

Prospecting Routines

Daily

• Actively listen

• Publish curated content

• Answer inbound questions & comments

• Connect with new contacts

• Check engagement levels

• Provide value

Weekly

• Publish fresh, original content

• Review your pipeline

• Follow up with everyone

• Follow different and new pages

• Join new groups

Questions?

Wrap up

• Key takeaways from this webinar

– Facebook is a viable channel for finding new prospects and nurturing sales leads.

– Messenger is a crucial tool for Facebook prospecting success.

– The results of social selling makes the investment in time and resources well worth it.

Social Media Strategy

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Tracking ROI on Social Media

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