Microsoft Worldwide Partner Conference 2016 9/13/2018 8:38 PM © 2016 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

SAL03w #WPC16 Social Selling 101 Shann McGrail Gail Mercer-MacKay

Why Social Sell? The Basic Building Blocks Twitter & LinkedIn Your Daily / Monthly To Do

Social Selling leads to a Winning Performance: 79% of sale people who use social media outperform those who don’t Social Media Savvy Sales people win more competitive deals by 2 to 4 times 36% more likely to achieve quota 64% of teams that use social selling hit quota compared to 49% that don’t Social Listening pays off – 35-50% of deals go to first response

The State of Social Selling 80% of organizations believe that their teams would be more productive using social selling And yet: 2/3 of organizations have no social selling training program for sales teams 93% of sales executives have not received formal training 53% want help 71% of sales people believe their roles will be different in 5 years 69% of sales people believe buyer processes are changing faster than their organizations are responding

Are You Controlling the Conversation? 42% of respondents have changed their opinion about someone based on online information 24% of respondents have been negatively affected by information about them online 79% of respondents are not actively managing their online presence Sources: AVG & Domain.me surveys

What Are Your Challenges with Social Selling? What to use? How to measure it? Is it really effective? How to use it?

Top 4 Social Media Platforms for Business #1 Blogs B2B marketers are more likely (74%) to increase blogging activity compared to B2C marketers (63%) #2 You Tube A significant 67% of marketers plan on increasing their YouTube marketing efforts. #3 Twitter A majority of marketers (67%) will increase their activities on Twitter, up from 64% in 2013. Twitter moved from the number-five slot in 2013. #4 LinkedIn B2B marketers are significantly more likely to increase their use of LinkedIn (77% B2B vs 54% B2C.) Source: Social Media Examiner – Marketing Industry Report

Getting Started

Step One: Prepare—Is Your Digital House Ready for Company? LinkedIn Twitter

Basic No picture Summary is a resume Very few connections Headline is not searchable / descriptive Nothing to stand out

Intermediate Great professional picture Searchable and Descriptive Title Summary that speaks to leadership and customer pain Resume is moved to the “Experience” section Still missing? Banner Blog postings References

Advanced Great Photo Meaningful Banner Lots of thought leadership blog postings Impactful Summary Headline is not descriptive (common with senior executives at traditional companies)

Advanced Twitter Supports LinkedIn (promotes LinkedIn content) Banner tells a story Picture Description (Personal & Professional) Organic Growth (3 – 5% monthly) Boosted Growth – 5-20% monthly)

What To Do to Prepare? LinkedIn Twitter Photo Banner Headline Summary Social Proof Twitter Photo Banner Bio Pinned Tweet

Opening Exercise—Your Peak Work Experiences: Think about a time when you were at you professional best What were you doing? Who were you working with? Where were you? What skills/talents did you use? What were the results? How did you feel?

Exercise One—Define the Value You Deliver Who you are? What do you do? (what are you supremely qualified to help your customers with) Who do you do it for? What do those people want or need? How do they change / transform as a result of what you give them?

Exercise Two—Create a Great and Searchable Headline on LinkedIn   Tell your story in one sentence Include Searchable Keywords that Represent your Revenue (speaker, Microsoft Alliance Manager, cloud guru, etc.) Develop your dimension – want to move from 2D to 3D

Exercise Three—Write Your Value Story (LinkedIn Summary) Not a resume—your work history belongs in the LinkedIn experience section Tell a story Use the first person

Exercise Four—Put Into Action—White Space Exercise Company Name Customer Name / Title Twitter Handle LinkedIn Profile Interests Hang Outs – URLs – Warm Connections ABC Company Bob Jones / Director of IT @BobJones Bob Jones Enterprise Architecture, CRM, Business Process Improvement www.abpmp.org/ www.gartner.com www.aberdeen.com   Connected to John Brown at Microsoft

Social Etiquette—Think Kindergarten Share Learn Connect Grow

How NOT to do it

Adopt the Social Selling Discipline Define your calendar Schedule time in your day Use the platforms to foster business connections Measure your success

Social Selling Guide / Cheat Sheet Daily – 10 minutes on Twitter Tweet one original comment re your specialty Re-tweet the people you want to get to know Thank people for mentioning you / following you Re-tweet something interesting   Daily – 10 minutes on LinkedIn Use Advanced Search to find new connections that align to your ideal client Reach out to establish an initial connection Reach out to take an existing connection to the next level (virtual coffee or face-to-face) Weekly – Match Your Activity to Your Goals Who did you connect with socially that you want to take further? Have you completed the next step in the connection cycle? Monthly Review Twitter Analytics to ensure follower growth of 2 to 5% Have you connected personally on Twitter with anyone on your target list? Determine how many new LinkedIn Connections you have established Are you able to take any new LinkedIn Connections to the next level?

What is Next? Social Selling 201 –Personal Branding & Blogging Sign up at: www.mercermackay.com Sign up and be invited to the following workshop (free for WPC attendees) Social Selling 201 –Personal Branding & Blogging Online – 90 minutes Recorded for access after Create a blog right in class (Offer Only Open During WPC)

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