Rep University - Making Social Work for You

Wednesday, August 11, 2010

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What does PR have to do with you?


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We have a lot in common.


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PR is another form of sales.

We just call on a different “door.”


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So Let’s Talk About Our

Vendors. ...

• In addition to sales quotas and pressure

tactics. ...

• Vendors give you tools to help you sell

• Nationally, they invest in marketing and PR


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Regional Selling Tools

• Traditionally comprise vendor co-op

promotional budgets for reps:

• Co-op ad dollars

• In-person athlete appearances

• Grassroots events

• Clinic swag, etc.


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Add Social To That ...

• Vendors are investing more in social

media as a new form of marketing and

communications

• Why?


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Add Social To That ...

• E-Commerce -- many vendors are (or will

be) selling direct

• Social media helps online shoppers find

brands and products

• It helps them connect with a younger

consumer

• SEO (Search Engine Optimization)


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And. ...

• Connecting with the customer on a more

personal level

• We’re here today because that’s the

opportunity for you as reps in regional

territories


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Before we look forward, let’s look back...


• Facebook is stupid.

• No time.

• Retailers aren’t doing it.

• There’s no way to measure its

effect on sales.

• In person visits are all it takes.

Top 5 Social Obstacles


THE PAST ...

Sales reps, just like PR reps, have been hired for their relationships within retail territories


Welcome

FUTUREto the

Going forward, you'll need those

relationships, but you'll also need to have

INFLUENCE in your territory.


INFLUENCE ...

Just like a sale, influence can and will be

tracked and rated. It will be a measurable of

our success to our vendors.


! Today is about discussing our future as sales reps. ...

! You need to be an influencer to survive; we'll show

you why and how.


! Sale’s people advice

! Word of mouth

! Consumer demand

! Peer to peer consumer reviews

! Reputation

Paradigm Shift ...

Welcome

FUTUREto the


We are SALES people. We’re here to help you overcome the top 5 obstacles to a

successful social strategy ...

STARTING NOW.


Obstacle #1

!Social media is stupid.

!Facebook is for kids.


Demographics

Demographics show that we’re

in the sweet spot.


http://www.youtube.com/watch?v=sIFYPQjYhv8

http://www.youtube.com/watch?v=sIFYPQjYhv8

• More than 500 million active users

• 50% of users log on in any given day

• Average user has 130 friends

• People spend more than 500 billion

minutes/month on Facebook

• Average user is connected to 60

pages, groups and events

• More than 30 billion piece of content

(links, news stories, blog posts,

photos, etc.) shared each month

• 150,000 websites “Like” the new

Facebook button


Social

MEDIA

Obstacle #2 - No Time.


Social

MEDIA

Neither did we but our

jobs have changed, too.


Obstacle #3 - “My

retailers aren’t

doing it.”


Social Tools Outdoor Retailers

Employ

• 53% using Facebook

• 18% using Twitter

• 5% using Linked-In

• 36% “little or no use”

*2009 SNEWS Outdoor Retailer Survey


Beyond the Buy

" How do reps fit in?

" How do end consumers use Social?


How do end consumers use social?

• Consumers can now research and find

a highly targeted endorsement from

trusted people or groups online...!

• That trust is social influence.!

• If built authentically and consistently,

social influence creates sales


What do end consumers want?

• 70% want access to experts and support via social media channels and trust company information provided to them via social networks

• 57% feel company outreach via social media would improve their loyalty to that company

• Most feel that companies should be monitoring social media for customer feedback

• 50% use social media at least once a

day


To feel part of the tribe...

...Aggregation of far-flung

communities with similar

interests


Peer to Peer

• Peer to Peer versus Magazine Reviews

• Role of community as customer service

• Here’s your opportunity



http://www.backcountry.com/outdoorgear/Mountain-Hardwear-Compressor-PL-Pant-Mens/MHW0709M.html

http://www.backcountry.com/outdoorgear/Mountain-Hardwear-Compressor-PL-Pant-Mens/MHW0709M.html

Obstacle #4 - Social

Doesn’t Equal Sales


Connection = Influence


"Conversations about brands, products and

services are increasingly woven into the

interactions of social networks as a means to

connect with others, and these conversations

have great influence even though people aren't

consciously asking about brand opinions."

- Shiv Singh, Razorfish

Fluent Social Influence Report


The Retail Buyer

We’ve had interesting discussions with

our clients in the past few months

about what they are hearing from

stores they want to open for their

brand and products


The Retail Buyer

• Buyers assume that customer service,

on-time delivery and the correct price/

feature mix will be in place

• What are they demanding now?


The Retail Buyer

• “How will you directly make my consumers

aware of your products and your brand?”

• They are not talking about advertising, they

are talking about social media marketing


The Retail Buyer

• Regionally, sales reps can bring visibility on

behalf of their vendors

• You build it and own it - they can borrow it

• It’s your Social Capital


Influence = InfluenceThe more trust and social capital you have

within your community, the greater your

influence on the buy


Retailers and Social Media

Online product research is driving more in-

store sales than online sales.

– source eMarketer


Community and social media tools US

online retailers employ or plan to employ

• 91% Facebook

• 85% Customer Reviews

• 80% Twitter publishing

• 72% Blogs

• 71% Facebook connect

• 60% Social listening tools

• 51% Q&A

• 49% Videos


Online Buzz Drives Off-Line Sales


Online and offline social media/

WOM activities of US Internet

users• Helping a friend or family member make a

decision about a product purchase

• Sharing advice (offline and in person)

based on info found online

• Posting online ratings of reviews and

products/services

• Proactively recommending someone

make a particular purchase

• Contributing to online forums

Source: emarketer.com


Obstacle #5 - In person visits is all it takes

What about when you’re not in the store?



Social is the new silent seller.



• Social influence should strengthen relationships and knowledge

of your buyers and shop sales floor personnel

• Social is the new silent seller/Point-of-Purchase (POP) but not

physical


How can reps employ social to sell more?

Influence the influencers



• Become an influencer in your region through an active online presence

• Become a hub, or at least a main spoke

• Improve awareness, access, trust and sales through connections and context



How?



Baby Steps


Step 1 - Commit

You’re either social or you’re not


Step 2 - Focus

•Start with your true fans...Target the influencers

•Know your audience.

•From where does your buyer, customer get their regional

news and entertainment about camping, hiking, climbing,

paddling...

•Forums/Communities?

•Facebook page?

•Blog?

•Pick 2 to start


Step 3 - Listen

• Surfer in a new local line-up

• Italian in an Irish Pub

• Respect


Step 4 - Participate

• Be of service - CS, Sales

• Answer questions, offer advice and

opinion

• Be modest, honest, transparent


Step 4 - Participate

• Leverage manufacturer’s marketing

investment with color commentary

! Ads as photos

! Re-post athlete blogs

! Pass along “news”


Increase Influence

• Become the go-to source for knowledge and advice

• You already have it, put it to use


To conclude. ...

• Social media continues to gain penetration

and influence across all demographics

• Online buzz drives off-line sales

• Vendors are investing in social media

strategies

• You can leverage these investments through

context in your regions

• You can drive both online buzz and off-line

sales

• There are no real obstacles if social media is a

priority


Rep University - Making Social Work for You

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Transcript of Rep University - Making Social Work for You