1. 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.

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

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

6. 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

7. 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

8. 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

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

10. 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 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

11. Getting Started

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

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

15. 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

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

17. 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)

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

19. 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?

20. 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?

21. 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

22. 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

23. 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
Connected to John Brown at Microsoft

24. Social Etiquette—Think Kindergarten
Share
Learn
Connect
Grow

25. How NOT to do it

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

27. 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?

28. What is Next? Social Selling 201 –Personal Branding & Blogging
Sign up at:
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)

29. Complete your evaluations… for a chance to win a prize!
Complete your session and conference evaluations here: aka.ms/wpcevals or though the mobile app
Thank you partner. We value your feedback.
Microsoft will donate $1 $5
for completing a session evaluation
for completing the overall conference evaluation
to the non-profit organization Right to Play, a Microsoft YouthSpark Partner