integrating social into the distributed salesforce staffing enterprise
DESCRIPTION
This is a presentation I did recently at LinkedIn\'s HQ in Mountain View CA to their staffing industry clients. It\'s focused on how to empower the individual salespeople within the org to integrate social into their day to day activity. The goal here is to grow the salespersons business by turning social activity into measurable business outcomes. I look forward to your feedback!TRANSCRIPT
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SOCIAL SALES integrating social into the staffing sales
enterprise
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equips companies and employees with job-specific e-
learning, content and motivation to convert social
media activity into measurable business
outcomes
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Steve registers and completes social policy compliance.
Steve completes training so he knows how to find and effectively engage his target audience.Steve receives
sharable content wherever he is – in the office, on the go or at home.
He can share with the touch of a link.
He earns points for each social activity.
social business made easy for“Steve the Sales Guy”
Steve can visit the portal for new challenges, content and training.
Check out this content and share.http://bit.ly/Ogp12c
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"Many of us are taught to do our best and then let the world decide how to judge us. I think it's better to do your best and decide how you want to be judged. And act that way.”
– Seth Godin Leading Social Media Blogger and Author
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SOCIAL MEDIA IS INCREASINGLY IMPORTANT TO THE FABRIC OF AN ORGANIZATION
No question, marketers are gung-ho about social media investments.
“We want IBM to be a social business. This is much bigger than marketing.” Matt Preschern, the vice president of North American demand programs for IBM (Forrester Research 2011)
92% of executives and 82% of millennials believe that work-related web-based apps greatly or somewhat increased their productivityJive Social Business Index 2011
56% of millennials will not accept a job from a company that bans social media access from work or will circumvent this policy.2011 Cisco Connected World Technology Report
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SOCIAL BUSINESS LEADS TO TANGIBLE TOP & BOTTOM LINE BUSINESS IMPACT…
McKinsey & Company: organizations whose employees use social technologies in their day-to-day work (vs industry avg) achieve:- larger market share gains- higher operating margins- greater market leadership
Source: “How social technologies are extending the organization.” McKinsey & Company. Nov 2011.
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• 175m+ professionals worldwide
• LinkedIn counts executives from all 2011 Fortune 500 companies as members
• two new members join LinkedIn every second
• more than 2 million companies have LinkedIn company pages
• 39% of members have manager, director, chief officer or VP in their title
by the numbers
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B2B customer acquisition
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200 staffing firms on Inc. Magazine’s 5,000 fastest-growing private companies in the U.S. (Inc. 2011)
95% of HR professionals polled in 2011 said they use LinkedIn; 58 percent use Facebook. About 42% use Twitter. (SHRM 2011)
• 45% of those employed were open to a new job
• 86% of active and passive job seekers have a social profile
• 40% are 'super social' with over 150 contacts
(Jobvite 2011)
F.U.D
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your watch?
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traveling to client meetings and prospecting
cold-calling into new/potential clientsmanaging existing
relationships and growing existing accounts facilitating interview
process with open job ordersMORE cold-calling
what are you doing?
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Your Client
Your company
your bosses?
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do you?
have intimate knowledge of your client’s culture?
have a proprietary database?
have industry expertise?build
relationships?
proclaim you are different?
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how do you stop this thing?
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planning your approach to using social media as a business tool: doesn’t take a lot of time will shape how you are
perceived where you focus your
efforts what you use to grow,
nurture and harness your network
By failing to prepare, you are preparing to
fail.Benjamin Franklin
by planning your approach
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define your ownable position
your brandingstrategy
what are your objectives? what do you want to be
known for? what is your positioning and
value proposition? who is your target
audience? how will you engage?
Identify your target
audience
plan your engagement
create your marketing plan
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your brand….
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fishingresearching and contacting target audience
developing and nurturing your network
partyingdeveloping a social presence that is inviting, relevant and conversational
working outconsistently developing and sharing content to your target audience
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GO FISHING!
develop your social networks connect with people
you know
find new people that fit your criteria
look at competitors
look at key influencers and prospects
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find people by joining industry groups
• use group advanced key word search
• typing “marketing” and “chicago” can produce hundreds of groups in your region
• opportunities to find prospects who need “help” with a question
• create your own group relevant to your target audience
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find people by what they’re talking about
• use twitter key word search
• typing “#cio” and twitter can produce hundreds of people to follow
• opportunities to find prospects who need “help” with a question
• find influencers who can help promote you
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find event attendees and follow conversations
• event hashtags connect you to the action and tweeters
• are cio’s part of your target audience? google “cio events hashtags”
• click on the hashtag i.e. #emcworld and see anyone tweeting about the event
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WORKING OUT!
share the right content
consistency, consistency, consistency = sharing 3-5 times per week
pithy tweets = notice
link accounts
get into a groove, see results
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provide a mix of useful and interesting content
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CATCHY LANGUAGE
INCORPORATE #KEYWORDS
always THANK SOMEONE who retweets your post
publicly thank NOTABLE PEOPLE who follow you
incorporate OTHER COMPANIES twitter handle
highlight industry news
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connect LinkedIn to twitter to efficiently increase your
reach
• connect LinkedIn and Twitter settings page on the LinkedIn settings page
• tweet through your LinkedIn update
• “follow” LinkedIn contacts
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answer LinkedIn Q&A
• adding value
• engaging in 2 way dialogue
• thought leadership
• networking opportunity
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create LinkedIn polls
• customized content
• Branded content
• easy to create and share
• engaging research and valued insight
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create interesting, relevant and compelling conversations create hashtags
ask and answer questions
be confident
abbreviate and be creative
KEYS TO PARTYING!
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LinkedIn content do’s• update your Status • join targeted LinkedIn groups • confidence counts - be the expert! - be a News Ninja:
- Google Alerts “marketing and advertising”
- Read and share web articles
• update your profile:
- 40% more likely to be found on LinkedIn
with a 100% updated profile
- 90% of info in a LinkedIn company page
comes from employee personal profiles
• constant Targeted Network Expansion
- always invite
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how to set-up your own #hashtag
1. search if hashtag is taken
2. if it’s not, own it by starting the threadin your posts
3. include other hashtags to tap into other conversations
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• Drive dialogue by asking your network questions
• Promptly respond to anyone who asks you a question or makes a statement including you in the tweet
• Connect two followers through a tweet
ask questions and respond to others on
what are your biggest challenges in #IT today?
Hey @cruiter @patrick1rooney-thoughts on todays biggest IT challenges?
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social best practices
post content no more than 3x/day
be consistent – at least 2x/week
spark interaction and conversation
provide useful content and links
be transparent
use proper etiquette
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doing it right!
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• Daily prospecting for new accounts
• Growing existing client relationships (new decision makers)
• Starting in new market i.e. San Francisco learn the market and make connections
• Alumni Group• Founded Central Michigan • Alumni group in May of 2008• - Currently approaching 10K
membership• In 2011, became official CMU • Alumni Group on LinkedIn
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• Connect with people after every client visit, networking event or phone call.
• Seeing who's viewed your profile is a great prospecting tool.
• Following companies can help find proper contacts, see who's left or been hired.
• Consistently updating your status with something valuable in target industry. Articles, networking events, job posts, etc.
• Log into LinkedIn every morning to see who's viewed me and what new posts are in my feed.
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“Thank you for being so super-responsive by emailing me after I reached out yesterday. If only more recruiters were like you! And I LOVE your intro video! Such a great touch and good way to present your background and beliefs about your business. I don't know about anyone else, but I definitely appreciated your point about taking time to breathe while "on the job-hunt!”
“Saw your video on LinkedIn. Very cool.”
“I think that your video is a great idea! Where can I sign-up to record one? ;) I really like it, and it definitely allows people to get to know your personality a bit! I feel like most people want to work with people who have cool personalities! So you're right on target! “
“Hey there Loryn! I just saw your video on LinkedIn and wanted to say hello.”
“Hello Loryn, I am NYC based illustrator, designer, animator. I got your email from Linkedin... I am segueing my career towards the wide world of e-learning and was wondering if you dealt with any companies in that field and if you had any advice for my pursuit. I like your video on your LI page, its cute and I too am a huge yoga enthusiast, actually going to hit the mat right now:)”
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the future?
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not really…this is the future
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YouTube Videos get more than 3 billion views per day
There is more video uploaded to YouTube in 30 days than the three major US networks created in 60 years of programming
Nearly 17 million people have connected their YouTube account to another social network like Facebook, Twitter , Orkut, etc.
100 million people share YouTube socially (via link, Tweet, etc) each week
150 years of YouTube videos are watched every day on Facebook
500 Tweets per minute contain a YouTube link
In 2011 one trillion hits were made to the site
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Google +?
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Today: Post an update to your LinkedIn profile and Twitter status with one takeaway you’ve learned from this event.
Tomorrow: Begin to strategize what content can be marketed via social channels.
Monday: Post content in ten LinkedIn groups
Wednesday: Research competition and potential influencers online.
Future: Create ongoing strategies and campaigns in step with broader company messages.
homework
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mike dwyermanaging director
[email protected] @cruiter
(312) 235-3034
www.quesocial.com
thank you!