THE BLOG

11
sept

La Vente Sociale en 4 étapes gagnantes (« Social Selling »)

La vente sociale (« Social Selling ») consiste à trouver et se connecter à ses prospects via un média social en vue d’augmenter ses ventes. Aberdeen Group précise qu’il s’agit notamment d’offrir du contenu en vue de développer des relations d’affaires et d’influencer positivement les décisions d’achat.
Les retombées de la vente sociale sont explicites :
10 % des dirigeants réagissent aujourd’hui aux appels à froid et courriels non sollicités, alors que 84 % d’entre eux écoutent un vendeur qui lui a été présenté par le biais d’un ami ou d’un collègue et qui lui offre de la valeur.


Source : The Guide to Social Selling with InsideView

VOS ACHETEURS ONT CHANGÉ

Les statistiques ci-dessus découlent du changement profond du comportement de vos acheteurs.

Plus que jamais, ils sont sollicités. Une étude par IDC précise que les acheteurs technologiques reçoivent quotidiennement 6 appels et 14 courriels non sollicités de vendeurs !

Pourquoi en prendraient-ils compte lorsqu’ils peuvent obtenir eux-mêmes les informations dont ils ont besoin ?

Plus que jamais, ils s’informent avant d’acheter. Compte tenu de la quantité d’information sur le Web, les acheteurs sont 20X mieux renseignées au sujet de votre entreprise et de vos concurrents qu’elles ne l’étaient il y a 5 ans à peine. En fait, lorsqu’ils vous appellent, près de 70 % de leur processus d’achat est déjà complété (source : Forrester).

Plus que jamais, ils consultent leurs contacts. Références et recommandations jouent aujourd’hui un rôle déterminant dans leur processus d’achat. Pourquoi ? D’une part, elles sont plus faciles à obtenir et consulter, et d’autre part, les communications corporatives ont moins de crédibilité et d’impact.

Plus que jamais, votre rôle consiste donc à intervenir tôt dans le processus décisionnel de vos prospects, à les informer, à les guider dans le but de gagner leur confiance et les inciter à évaluer votre offre.

LINKEDIN… POUR VENDRE PLUS

Votre entreprise tire-t-elle réellement profit de la puissance des médias sociaux, particulièrement de LinkedIn dans un contexte B2B ?

Nous sommes près de 10 M de canadiens sur LinkedIn, dont plus de 2 M de québécois. Vos prospects sont probablement déjà très nombreux sur LinkedIn.

Imaginez si vos représentants pouvaient rejoindre et rencontrer plus facilement et rapidement les décideurs, lesquels gèrent habituellement leur propre compte LinkedIn.
Que vos prospects soient au sein d’entreprises précises, qu’ils soient cadres intermédiaires ou supérieurs, LinkedIn vous permet de les rejoindre directement !

Bien utilisé, LinkedIn permet de vous présenter, ou d’être présenté par personnes interposées, d’ajouter de la valeur et de gagner la confiance de vos prospects.

En fait, les représentants qui utilisent la « vente sociale » obtiennent en moyenne 81% plus de rencontres. Qui plus est, ces rencontres se font 3,6 fois plus souvent avec des décideurs !


Source : How to Make Your Number in 2014, Sales Benchmark Index

4 ÉTAPES GAGNANTES

Se démarquer, ajouter de la valeur et rencontrer plus de prospects exigent plus que jamais une stratégie réfléchie et une implantation rigoureuse.

Voici les principales étapes pour y parvenir :

1. Renforcez votre image professionnelle

Quel service comptez-vous offrir à vos (nouveaux) contacts LinkedIn ?
Qui sont les gens pouvant être intéressés par ces produits et/ou services ?
Quels sont leurs besoins, leurs objectifs et leurs craintes ?

Une fois ces réponses en main, ajustez les profils des membres de votre équipe de vente pour qu’ils soient intéressants, convaincants et parfaitement référencés.

Note : le développement des affaires de votre entreprise se fera par le biais de vos représentants (et partenaires), et aucunement par le biais de votre profil d’entreprise, lequel n’attire aucunement vos clients et prospects, et ne permet aucune transmission de courriels.

2. Trouvez et connectez-vous à vos prospects

LinkedIn vous permet de chercher parmi vos contacts de 1er, 2e et 3e niveaux, ainsi que les membres de vos groupes. Avant d’entreprendre vos recherches, il est donc primordial de vous connecter au plus grand nombre de personnes (clients, partenaires et autres contacts) et d’adhérer aux groupes pertinents.

Trouvez vos cibles par le biais de la Recherche Avancée. Bien choisis, vos critères de recherche vous permettront d’obtenir quelques centaines ou milliers de prospects parfaitement ciblés. Un compte payant vous permettra d’utiliser des critères de recherche additionnels, incluant la taille des entreprises visées.

Connectez-vous à vos prospects de façon invitante et personnalisée. Pour les inciter à accepter votre invitation, intégrez à votre texte (300 caractères max.) leur nom, vos intérêts ou contact communs, etc… Votre approche déterminera votre taux de succès, lequel variera entre 30 % et 80 %.

3. Développez la confiance

Une fois connecté, vous pouvez transmettre des courriels à vos prospects (en toute légalité d’ailleurs avec la nouvelle loi canadienne C-28). Ces messages n’ont qu’un seul objectif : développer la confiance.

Vous développerez cette confiance en vous positionnant comme une entreprise ressource, transmettant des informations réellement pertinentes et utiles pour vos prospects.

Pour ce faire, LinkedIn vous permet de mettre à jour votre statut (peu percutant toutefois) et de transmettre des courriels de 4 différentes façons (il s’agit d’une composante importante également traitée lors de nos formations).

Note : Votre stratégie (pertinence de votre contenu, nombre de courriels…) est déterminante. Plus vos messages seront informatifs (versus promotionnels), plus vous développerez la confiance.

Pour structurer votre démarche, LinkedIn vous offre de catégoriser vos contacts, d’ajouter des notes pour chacun d’eux et même de programmer des rappels vous indiquant quand transmettre vos courriels – à l’image d’un réel CRM.

Note : Vous développerez une confiance immédiate si vous êtes présenté par le biais d’une personne interposées – ce qui explique toute la puissance des références. Grâce à LinkedIn, vous pouvez transmettre un message ou une demande de connexion aux contacts de vos contacts. Vous pouvez même chercher précisément au sein des réseaux de vos meilleurs clients et partenaires !

4. Passez du virtuel au réel

Un de vos prospects a répondu à votre courriel – passez immédiatement « off-line ». Utilisez le bon vieux téléphone et proposez-lui une rencontre qu’il ne pourra refuser. Encore plus dynamique toutefois, organisez un événement ou un webinaire et inviter tous vos prospects à participer. Pour le compte de nos clients d’ailleurs, nous publicisons et réalisons d’excellents webinaires dans notre studio à la fine pointe.

Note : Tous les membres LinkedIn sont un peu dans la même situation : ils ont des centaines, parfois même des milliers de contacts… mais n’ont aucune idée comment identifier leurs prospects. Un webinaire informatif permet justement aux contacts de lever la main, de mentionner leur intérêt. En somme, un webinaire vous permet de renforcer votre positionnement à titre d’entreprise ressource, de développer la confiance de vos prospects, et d’appeler / de rencontrer les participants pertinents.

VOS CLIENTS SONT SOCIAUX – ET VOUS ?

Vos représentants :
• Ont-ils un profil qui met en lumière les produits et services de votre entreprise ?
• Sont-ils connectés à des milliers de prospects – incluant les connaissances pertinentes de vos clients et partenaires ?
• Sont-ils de réels conseillers offrant de la valeur et facilitant le processus d’achat de vos prospects ?

Prenez les devants. LinkedIn est l’outil de développement des affaires le plus puissant à votre disposition, et également le plus sous-utilisé, particulièrement au Québec… et pourtant, sa bonne utilisation offre d’importantes retombées.

Bon développement des affaires !

Ref: Simon Hénault; LinkedQuebec

11
sept

The truth about social media marketing for lead generation

Lead generation might be a top goal for B2B marketers in 2015, but social media isn’t where they’re expecting to bring in qualified prospects, according to a new BrightTalk report.

In fact, social media and print advertising ranked the lowest on a list of 15 different lead generation tactics. A full 30 percent said these are ineffective lead gen tools and just 12 percent said they’re highly successful. On the contrary, email marketing was cited as the top tool, with 55 respondents saying it’s effective.

Lead gen satisfaction survey

In an era when 7 out of 10 people utilize social media (and the average social media user is active 2 hours and 25 minutes daily), this is unsettling data. Marketers who consider social media ineffective for lead gen need to reconsider their current strategies and revamp what they’re doing to both promote the brand and nurture people to take the next step to learn more.

Where marketers ARE finding success on social media

To understand where B2Bs can make improvements, it’s important to identify what that 12 percent are doing right. Of those who said social media is somewhat or very effective for lead gen, 79 percent use LinkedIn.

LinkedIn is the most ‘business-driven’ of the social network landscape, where professionals are looking for connections and business leads. So it makes sense that this is where B2Bs are focusing their efforts and noticing measurable returns. However, there’s the counterpoint that they might be missing opportunities on other networks or not noticing the impact they’re having because – by nature – they’re not ‘professional networks.’

LinkedIn best for B2B lead gen

On LinkedIn, most marketers said they find success through:

  • Publishing content
  • Participating in group discussions
  • Sharing status updates

Want to know what a successful LinkedIn strategy looks like? Check out our Content for Social eBook to see how one of our clients used Group Discussions to generate 14 percent more conversions through social media.

4 Reasons why people might overlook your social channels:

In order to get leads from social media, you need to engage a community and build up brand awareness first. Here are a few reasons why people won’t be interested in your brand on social:

1. YOU NEVER POST

If someone checks out your social page and notices you haven’t shared an update in several months, the likelihood of  that person following you is pretty slim.

2. YOU POST TOO MUCH

On the flip side, if you’re posting so much that you’re clogging up your viewers’ timelines, they’re going to get sick of your brand and unfollow.

Quick fix: Scale back and share different content on various channels. Find out what that particular audience is most interested in, and then focus solely on that topic. OR if you want to post frequently, try targeting posts to specific audiences (this feature is available on both LinkedIn and Facebook.)

3. YOUR CONTENT APPEARS TO BE BORING

If the content you share isn’t visually appealing and the headlines don’t engage your readers, you probably won’t be building an audience or generating leads.

Quick fix: Make sure to share a mix of visuals (including GIFs and videos), and change article headlines to be more catchy, social media-friendly titles.

Twitter Screenshot 1

 

4. YOU DON’T RESPOND 

Nothing irks a person more than when they try to get in touch with a brand representative and are met with silence. And the sad truth is that 87 percent of customers’ posts (including customer service requests) go unanswered.

Ref: Brafton

11
sept

How to Harvest the Benefits of Mindful Sales and Social Selling

growingyourbusiness4

Every week, I meet lots of businesses and salespeople who want to improve their sales performance using social media. I appreciate how hard it is to know exactly which steps to take. There’s a lot of hype around sales and social selling but I can tell you this: when you’re mindful in your approach, things get a whole lot easier.

Fueling the confusion around sales and social selling is the assumption that social media is outside the sales process. The sooner you marry the two, the better your chances are of improving sales.

Customers don’t buy silently.

It’s a fact that consumers socialize before, during and after the purchase journey. The only thing new about that is the mediums they use.

I was a guest on the #MindfulSocial Twitter chat recently (check it out Tuesdays at 10am Pacific). We chatted about the ways mindful sales and social selling techniques improve relationships with customers.

Great sales people notice things.

They constantly gather information and are mindful of how they can further serve their customers. Such knowledge makes selling easier and increases the percentage of prospects that become customers.

If mindfulness sounds foreign to you, think about it in contrast to mindlessness, where one interacts or responds without thinking.

Examples of mindless sales behavior:

  • Going through the motions of a standard sales pitch
  • Doing a demo or presentation without knowing your customers’ needs and desires
  • Applying the same sales tactics every time because they worked on a few. 

Examples of mindless social selling:

  • Interrupting strangers with offers instead of engaging with people who actually want to hear from you
  • Blog posts that focus on the sale instead of the customer
  • Connecting mindlessly with anyone who will accept your invitation, instead of identifying who you would like to meet and/or how you can ask for a referral

People note when you’re mindfully present and the side effect is greater trust.

Automatic thinking has its place but businesses and their salespeople on continual auto pilot rarely get any further than a first call or meeting. Mindful sellers are fully engaged. They see more, hear more, feel more, think more, know more, and apply their knowledge in a purposeful manner.

Mindful Sales and Social Selling

Focus on your customers’ need to buy, not your need to sell.

  • Mindfulness gives us the capacity to focus clearly on things that matter; it enhances our listening ability.
  • Mindfulness brings a heightened sense of awareness. Things slow down and you’re able to sense things more quickly and more clearly.
  • Mindfulness allows you to consider all parties in the transaction, not just yourself.

Set Intentions

It’s crucial to know what you want in order to achieve it. Creating the results you desire starts with considered intentions.

  • Write down the ideal outcomes you wish to have
  • Understand the customers’ process
  • Begin each day consciously and monitor your thoughts throughout the day

It’s super easy to get caught up in daily life and revert to negative thinking. Counteract this by focusing on your intentions every night and every morning. Say them out loud; write them down every night before bed.

Our world is full of noise and negativity. Intentions are sometimes difficult to define. Knowing and understanding your customers’ process will help clear your path. Ask yourself these questions:

  • “How can I serve?”
  • “How can make each encounter a win for all involved?”
  • “What can I do to create a lasting, positive impact?”
  • “How do I want to feel at the end of the day?”

Authenticity and integrity are the new currency

The best way to convert new buyers is to help them first. Mindful content strategy centers on the needs of the customer. Develop a plan to answer your customers’ questions when and where they ask them.

Mindful sales and social selling means you’re focused, conscious and aware of what customers need and appreciate. Send your prospects FAQ videos and eBooks compiled from your blog posts. Answer their questions before you even meet to increase your closing percentage.

The mindful approach to reach target customers

1. Identify who you want to reach instead of blasting unwanted messages to everyone. Mass-messaging = Spam = Untrustworthy

2. Create and publish relevant, holistic content that target customers search for and appreciate.

3. Be perceived as one who always provides value in relationships.

4. Engage your network and community. Develop a referral mindset.

5. Ask for the sale.

“Everything is either an opportunity to grow or an obstacle to keep you from growing. You get to choose.” ~Dr. Wayne Dyer

Mindful sales and social selling may be too foreign or uncomfortable for you at this point. But each time I meet salespeople and business owners their frustration with sales and social media is evident. There’s no need to stay stuck. What one step can you take today that will improve your chances of success?

Ref: Kruse Control Inc.

11
sept

What Are the Best Times to Post on Social Media?

What do people engage with? When should you post?

I’ve found that posting images and videos gets more engagement than straight text. I’ve also found that text that speaks to a controversy or includes news-you-can-use is more successful.

I’ve also found that if I post too many times in a single day, engagement starts to go down. I get it: It’s annoying when one Facebook page dominates your newsfeed.

This infographic from QuickSprout is a useful reminder about the best times to find your audience on Facebook and on other social media platforms. Pin it up next to our desk. Optimize your Facebook promotion.

It turns out that people engage on Facebook most on Thursday and Friday. A lot of people use Facebook when they are at their desks in the their offices, but don’t want to be. Indeed, 86% of posts are published during the week. Earlier in the week, peole are trying harder to actually work, so engagement falls below 3.5% on those days.

People are also just happier on Facebook on Fridays. Their status updates tend to be more upbeat. Happier people are more likely to want to engage with you. They’re more open to new ideas in general.

Early afternoon is the best time to post. Check to see what time zone your largest audience is in. Mine is in Eastern, so I try to post around 1 pm EST. But really anytime between 9 am and 7 pm is fine.

I read a study once that said that people tend to be in a better mood right after lunch. Indeed, parole hearings that happen right after lunch are more likely to lead to a positive result for the parolee. Posts that go out at 1 pm tend to get the most shares, though posts around 3 pm tend to get the most clicks.

Ref: June 22, 2015 Sarah Snow

11
sept

12 Sure-Fire Ways To Find New Prospects On LinkedIn

Businessman with binoculars spying on competitors.

Is your pipeline full? It should be. There are 255 people born every minute, so you could have over 1,275 new leads by the time you finish this blog. The problem is qualifying them adequately. If you want to become a Social Selling rock star, you’ve got to qualify as you search. In the days before LinkedIn, you had to be lucky or charming. Now, you just have to be smart. It all starts with this magic 8-ball of clever ways to locate your best leads on LinkedIn.

1. Help them find you

You don’t have to spend all your time looking if you have the kind of LinkedIn profile that brings prospects to you. Craft your profile with highly searched keywords in your title and summary. This will take a bit of research and change over time. There’s an art to crafting a profile, so take the time to get it right in terms of motivational text, images and video.

2. Shorten your elevator pitch

Check your profile to see what it looks like for your connections and the public. The biggest difference is that connections see your Summary, while the public only sees your Headline. Like a tweet, the Headline gives you just 120 characters to be intriguing. Make them want to connect. For your Summary, imagine you’re writing a commercial. Treat LinkedIn like a permanent networking event and remember that brevity equals impact.

3. Leverage Advanced Search

Take a look at what your best customers have in common. Build a persona that outlines who you are looking for in terms of company position, years in the industry, biggest challenges and motivations. Find out what forces are shaping their industry today. Then you can use LinkedIn to search for prospects that match your ideal industry, company size and job title.

4. Reuse your most profitable searches

People are more mobile than ever, both geographically and in terms of their careers. The same Advanced Search you used a few months ago will bring up brand new prospects now so save your searches and keep the ones that delivered good prospects. They will do the same in the future.

5. Locate the top businesses districts in any city

In every city, there’s a business district where every company wants to locate their headquarters. Those who have made it tend to cluster where rent is high. Combine LinkedIn’s search categories like keyword and zip code to find companies in the right industry who can afford prime real estate.

6. Stay on top of potential prospects using LinkedIn features

LinkedIn can offer you various features like Tags, Notes and Reminders to keep you updated on each prospect and remind you to stay on track.

7. Build alliances with influencers

Social Selling is all about connecting with those who can amplify your message. Search for presenters at industry conferences and popular bloggers. Connect with them and gain their endorsements to boost your online reputation. You’ll be able to join and learn from the top Social Selling influencers at the Social Selling Summit on Sept. 1, with leaders like Grant Cardone, Jill Konrath, Jeffrey Gitomer and more.

8. Maintain visibility with content

Prepare and share a steady stream of blogs, videos and content with practical advice that your prospects can use. LinkedIn Pulse is both a platform for posting your ideas and a resource for finding out what your prospects value. You want to stay near the top of prospective buyer’s news feeds.

9. Connect strategically

Many of your connections may turn out to be people you never meet offline. As you build your network beyond 500 connections, be professional in choosing who you would like to connection with. Don’t clog up your LinkedIn with everyone you bump into – that’s what Facebook is for. Learn to connect strategically.

10. Spark relevant conversations in Groups

Groups can be use full for introductions, but it is also a place where you can zero in on prospects and answer their questions. This demonstrates how your expertise can be a resource to them with tons of relevant industry knowledge.

11. Explore your 2nd degree connections

Pay close attention to Newsfeed updates that announce when your Connections add new Connections. That puts you one step away from a new prospect. Do a bit of research and decide if it would be worth asking for an introduction. Another fast lead generation tool is leveraging LinkedIn job change alerts. Advanced LinkedIn searching allows you to monitor anyone who has worked for that customer and has now moved on to another company. These former employees of your customer are a great place to begin your lead generation efforts.

12. Practice “incremental iteration”

Don’t burn yourself out on LinkedIn spending hours on one day and none for weeks – you need to be consistent. “Incremental iteration” means doing a little bit on a regular basis. Even 20 minutes a day can be enough, once you get into the groove. Starting out, you’ll need to spend more time perfecting your profile and trying out new search techniques. Be the tortoise not the hare. Slow and steady keeps the pipeline moving.

Getting $5 back for every $1 you spend

That last point has applications for all of your social selling challenges. Make social selling part of your daily routine. Many problems tend to solve themselves as you establish your online presence and reputation. You can also fastback your learning with our free online sessions. Discover how you can pocket a $5 in ROI for every $1 you put into social selling, just as more than 50,000 sales reps have already done. Starting now, your prospects are looking up.

Ref: Dave Howe; August 20, 2015 

11
sept

Shaping Up Brand Strategy with Social CRM

Hand touching tablet pc, social media concept

Introduction to Social CRM

It must be a dream of any customer-centric company to have a magic crystal ball that helps predict the changes in customer behavior and expectations. In reality, it is quite a challenge to predict where, when, and how these changes are going to take place.

Sales, marketing, and customer service are the subject areas where businesses witness continuous innovation in order to get a bigger piece of the pie.

Customer Relationship Management (CRM) has evolved from on-premise customer driven solution and live-chat system to cloud-based on-demand software with social media, analytics, and mobile integration. By embracing social media as an integral part of the system, CRM has now become smarter than ever. It helps businesses to stay in touch with their customers and prospects by following them, listening to their conversations over social media, and engaging with them in real-time without leaving the CRM. This fusion of CRM with social media is known as “Social CRM”.

Perhaps, Social CRM is indeed a magic crystal ball of the 21st century that businesses have been dreaming about. This next generation CRM involves an active participation in social media conversations from social platforms like Facebook, LinkedIn, Twitter, Instagram, etc. in an effort to convert those leads into sales.

Irrespective of business scale, companies are luring customers through human connections. Just like personal relationships, business people today still highly appreciate intimate and real connections. It is social media that holds the credit for strengthening those values as it plays a crucial role in forming opinions about companies and people we are engaging with. People like to interact with real people—whom they know and can trust. Not surprising why Social CRM is a game changer. It is crowned as a new way of customer engagement.

The answer to why business should consider integrating CRM with social media is endless. Let’s have a glimpse into benefits of social CRM integration.

Powerful Weapon to Nurture Leads & Maximize Conversion

Thanks to the development of CRM for making sales teams across the world become highly productive and efficient. Through CRM, salespeople can access records of sales leads, follow up tasks, schedule meetings and send out quotes all in one place. Popular CRM platforms are highly interoperable with other enterprise systems such as Voice over IP and marketing automation tools. However, the most powerful interoperability of CRM, in fact, lies in its integration with social media.

Generating leads is only the first part of the sales funnel. The real success of a sales team comes from both lead generation and lead management. The goal is to do everything in order to nurture each lead in order to get the highest number of sales possible.

By plugging social capabilities into CRM, salespeople are right at the heart of social conversations and social mentions. They can easily connect with prospects and build a better relationship through a seamless communication experience.

Businesses are working hard to build a strong sales team to communicate with their contacts, existing customers, and leads; however, the next question is how efficient they are in keeping track of all the records. It is a daunting task for salespeople to keep track of each and every conversation on their own. However, social media integration through customized social CRM can ease this task as it allows each account to be linked to all interactions including conversation coming from tweets, emails, or through other social media.

Tackle Customer Sentiments

We have seen how ratings and reviews are so important to restaurant businesses. Restaurants have to stay up-to-date on both online and offline reviews from their customers to ensure that they serve delicious foods and provide best dining experience. Nowadays, all other businesses out there must keep an eye on sentiments shared on social media about their products and services too.

With the help of Social CRM, businesses can get back to their customers in minutes. By following customers closely, companies can tackle negative sentiments quickly and, hopefully, can transform those negative situations into positive ones. Timely and effective communications are keys to helping businesses manage negative sentiment, rebuild trust, and promote loyalty.

It’s All about Customer Engagement

Here are some of case studies to show that customer engagement has always been a major driver behind successful businesses.

Eurobank – Connecting International Trading Partners

Break the ice with a new business partner who are on the other side of the globe can be challenging for international organizations. Eurobank, the third-largest lender in Greece, has taken an initiative to assist its customer base in tackling this issue. To enable online international trading, the bank launched Exportgate–cloud-based digital platform based on IBM’s Digital Experience software. This digital platform is an efficient business-to-business web portal equipped with powerful social capabilities and a number of e-services designed to help exporters and importers to facilitate trade transactions with international partners.

The web portal also had a directory containing information about 6,500 international traders and 1,400 Greek exporters. It was a big surprise to everyone when the web portal reportedly brought in 2,300 new partnerships to the bank when they launched in 2003.

Starbucks – Product Innovation through Customers Engagement

Take the classic case of Starbucks as an example, the company implemented a concept popularly known as “Crowdsourcing” by launching a famous consumer dedicated portal called ‘My Starbucks Idea’. An objective of the portal was to receive suggestions and ideas from customers in order to improve customers’ experience. The portal has now become a major communication channel among customers and Starbucks’ employees for suggestions and new ideas.

In less than six months, the wisdom and knowledge contributed by the crowd gave the most valuable insights which helped accelerate product development process. More than 70,000 ideas were suggested and Starbucks has already implemented some of the best creative ideas.

The success of ‘My Starbucks Idea’ proved that engaging with customers through centralized channel not only helps company to launch better and cheaper products to the market within much shorter timeframe, but also provide consumers with more enriched product experience which in turns create trust and loyalty to the brand.

Proctor & Gamble – Open Innovation

In 2001, long before Social CRM became a buzzword, Proctor & Gamble (P & G) created its own innovation model called ‘Connect + Develop’. At that time, most of its new products in the market were originated from inside P&G with less than 10% of new initiatives came from outside.

P&G’s ‘Connect + Develop’ partnerships with more than 1,000 active agreements with innovation partners. They appointed dedicated staff in over 10 countries worldwide seeking partnerships with universities/institutes, sole inventors, emerging companies, SMEs, MNCs, and competitors. In 2008, over 50% of P&G product initiatives came from this external collaboration and ‘Connect + Develop’ contributed more than $3bn per annum in new business. Some of the familiar products from this initiative are such as Febreze, Olay® Regenerist, Oral-B® Pulsonic® Toothbrush, and Pringles®. Today ‘Connect + Develop’ had become a fundamental part of P&G business strategy.

Make the Most of Social Analytics Data

Sky Italia – Delivering the Right Message to the Right Target

With almost five million subscribers offering more than 160 channels, Sky Italia is one of the largest satellite TV broadcasters in Italy. The company provides its subscribers with next generation on-demand content on all devices. To remain in top position, Sky Italia adopted Adobe Marketing Cloud solutions—including Adobe Analytics, Adobe Target, and Adobe Experience Manager—which provide real-time analysis covering a vast swath of customer data into different segments. This helped Sky Italia gained a fluid understanding of customer interactions across screens and send the right message to the right audience. As a result, the company achieved reduced churn rate, increased number of subscribers, and a 49% growth in terms of revenue.

SFDC Scaling New Heights in Social CRM

Salesforce.com (SFDC) has always been a leading cloud-based CRM and now it is scaling new heights with social CRM support through organic product enhancement which provides powerful social tools for sales, marketing, and customer service as well as across business functions in the same organization.

Chatter – Social Network Within

The social engagement and collaboration starts right from inside an organization. An internal social network empowers employees to communicate and collaborate among them. Chatter—an embedded app in Salesforce—allows employees to collaborate on sales opportunities, service cases, campaigns, and projects and to share knowledge, files, and data regardless of their roles or locations.  Chatter is not just a messenger, it drives innovation by gathering new ideas through forum, knowledge sharing, feedbacks, and polls.

Salesforce CRM and apps are mobile enabled, therefore, whether employees are on the web or on the road, each and everyone in the team can track team members and critical projects in the mobile feed.

Service Cloud – Anytime, Anywhere Social Customer Care

Social Customer Service is seamlessly integrated with Salesforce CRM. Service Cloud and Salesforce Social Studio combined enables social customer care agents to listen to and respond to customers in real-time across different social media such as Facebook, Twitter, and etc. The social customer requests/cases are escalated and route directly to the responsible agent at the right time.

According to Neilsen’s 2012 Social Media Report, social media users are most likely to comment on or ask a question about a company’s product or service on Facebook, both on the company’s page (29%) and on their personal page (28%). One in three of social media users prefer social care to the telephone helpline. On average, 47% of social media users engage in social care.

Sales Cloud – Making Every Lead Qualify & Easing Sales Process

With Sales Cloud, sales reps get to know the comprehensive picture of any customer before initiating communication. This 360-degree comprehensive social media data empowers them to be prepared to communicate with the customer at ease.

The reports and dashboards with easy-to-use, drag-and-drop user interface are one of the best features Sales Cloud has to offer. Salesforce has a file system that enable sales reps to maintain different types of files among the sales team, across the organization, or with customers. Everyone uses the same file version and get notifications whenever a new version is uploaded. Using external cloud storage like box.com, companies can easily enhance Salesforce document management system.

Marketing Cloud – All In One Social Marketing Platform

Salesforce provides businesses with a complete data-driven digital marketing solutions, marketing automation and Marketing Cloud that provides powerful social marketing capabilities. Social marketing, in particular, has moved to the next level. Salesforce has been beefing up its Marketing Cloud suite by acquiring buddy media and Radiant6—both are successful social pioneer companies.

With Radian6 Buddy Media Social Studio, businesses are closer to their social customers. Radiant6 tracks, monitors and responds to questions, comments, and complaints in an instant as soon as it happens. Radian6 is all about covering social media buzzes from Facebook, YouTube, Twitter, news, blogs while Buddy Media is all about managing, scheduling and publishing great content campaign across social media channels.

SocialPages makes publishing and updating facebook fan page easy, for example, embedding tabs on Facebook page can be done easily by point-and-click tools without any coding. Customized content such as relevant offers based on geographies and languages is the key factor that help accelerate an increasing number of fans.

Social.com is the most preferred social platform for advertisers and agencies. It customizes social advertising campaigns to drive real business from every penny spent on social ads.

Community Cloud – Smart Crowdsourcing Platform

Imagine a system that bring customer, partner, and employee together to brainstorm an idea and to have those members participate in a deeper discussion on any topic or issue. Imagine a system that can be built quickly and can be easily integrated with third-party, custom apps and various data sources. Imagine a stunning, simple-to-use online site that can be used as an extension of the brand. All of the above is not too good to be true and it is what Community Cloud has to offer. Community Cloud is Salesforce’s version of super smart crowdsourcing community for businesses. (Read Starbucks’s case study above.)

Community Cloud infuses communities with data from any system, anywhere enabling members to create and update records and processes from within the community. For instance, partners can update opportunities or qualify leads, customers can provide product feedback, and employees can create and escalate customer support cases.

Since community needs constant and active participation, the system allows the business to highlight and reward the most active member with customizable badges that appear in the feed and on their profile. Members can endorse one another for specific skills and expertise just like how we have seen it implemented on LinkedIn. Community Cloud can be easily scaled to meet growing needs of the community.

Summary

The social networking has transformed almost every micro aspect of human interactions. Social CRM is a “Game Changer” when it comes to exploiting social media to create a long-lasting bridge between customers and businesses.
Ref: Kairos Tech Blog.

10
sept

Social Selling: What The Heck Is It, And Why You Should Care?

enterprise-social-media

 

Social Selling certainly is a “buzz” word that’s been circulating for the past few years.

Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedInTwitterFacebook, and Pinterest, but can take place either online or offline.
(Source: Wikipedia)

Note within the first 8 words…“Social selling is the process of developing RELATIONSHIPS“.

In other words, it’s not about pushing your agenda. It’s about listening, engaging and providing value so that you can convert business.

As the world’s largest business network, LinkedIn is naturally the key to Social Selling.

  • According to LinkedIn, salespeople who excel at social selling are creating more opportunities and are also 51% more likely to hit quota.
  • 1 billion names are Googled every day, and LinkedIn is one of the highest ranking Social Media sites when someone Googles your name.
  • More than 80% of us Google a product/service/person before we make a purchase or before a meeting. Can you think of a time you didn’t Google?
  • 83% of B2B buyers are receptive to outreach from vendors if the interactions were relevant and contextual.

So, if people are researching you, what is the 1st impression you want them to see?

Using Social Media to position yourself as an expert and converting higher-paying clients can be simplified into a 3-step process:

STEP #1) CREATE a strong profile
One that effectively tells your brand story and dovetails your business brand as well. Who are you? Whom do you help? What kinds of results do you produce?

STEP #2) CONNECT with quality people
I can’t stress this enough. Be strategic and build quality relationships. You don’t want a database of names you don’t know. You want to deepen relationships with clients, prospective clients, referrals. If you want to connect with your dream client – reach out and send a personalized connection request!

STEP #3) CONVERSE with your connections and potentially CONVERT business

  • Conversation, engagement and putting the “SOCIAL” into Social Media is key.
  • Reach out by sharing valuable and relevant insights to your network.
  • Look for key triggers and signs that prospective clients might be ready to purchase your products/services. Developing relationships BEFORE they are ready to buy is one of the best ways you’re the go-to resource when they are looking for a new supplier.
  • Focus on connecting with decision-makers.

Can you measure your effectiveness with your LinkedIn profile development? Why YES!….Yes you can!

LinkedIn has recently announced that you can access YOUR Social Selling Index (SSI) for FREE: https://www.linkedin.com/sales/ssi?trk=sem_lss_gaw_US_Search_Social+Selling

LinkedIn’s recipe for Social Selling success is quite similar to mine (above) but LinkedIn has one additional step
(in my formula, 3 & 4 are under the same step):

  1. Establish your professional brand
  2. Find the right people
  3. Engage with insights
  4. Build relationships

And as a result of creating a strong LinkedIn profile, connecting with quality people and having conversations, you’ll be more likely to convert clients.

A snapshot of what LinkedIn’s Social Selling Index (SSI) looks like:

Click here to #GetYourSSI  and let us know how you are doing.

(If you need some help getting your LinkedIn profile ranked higher, please reach out and connect.)

Just remember that wherever you are on your journey to success is exactly where you’re supposed to be. 

Taking action today will help you in the long run, even if it’s one step at a time.

Ref: Leslie Hughes AUGUST 24, 2015 

10
sept

Digital Selling vs. Social Selling: What’s the Difference?

iStock_confused_by_choice-v2

Social Selling

Ref: Jamie Shanks, August 25, 2015

Social Selling is an element within Digital Selling. I like to define it as “meeting the buyer where the buyer is already conducting due diligence – which is online.” This definition looks at Social Selling from the buyer’s perspective. Buyers use Social Selling by working within their peer-to-peer networks, and digesting content to arm themselves with information and make informed buying decisions.

Where does the seller come in? The seller’s job is to meet a buyer along the buyer’s journey, and help them through the process.

As the image below shows, Social Selling has three major tactical elements or components:

1. Insights-based selling

2. Trigger-based selling

3. Referral-based selling

Stage-3-Social-Selling

These three tactical elements of Social Selling can be automated with tools like LinkedIn and fed with content to nurture relationships.

In short, Social Selling means leveraging content and social platforms and content socially to drive next steps for the buyer.

Digital Selling

You’ll be hearing a lot more about Digital Selling over the next few years. Basically, Digital Selling involves leveraging digital assets. Although Social Selling is a component of Digital Selling, these assets don’t have to be social assets. Digital Selling includes other activities such as sales automation, online presentations, digital documents, CRM operations and more.

Digital Selling is also the bringing together of larger elements in the organization to make Digital Selling possible. It’s not just about the marketing department creating content. It involves creating an organizational structure around content, and an ecosystem to measure the content consumption of your customer.  Content consumption for Digital Selling organizations is the ultimate litmus for engagement and buyer interest. With Digital Selling, everyone is involved in creating, organizing and distribution of content.  You’re creating a department that concentrates especially on creating a massive amount of content and research, working alongside sales professionals to help them in their territory.

Organizations are already creating these departments, which typically include a content marketer, SDR representative and sales executive, who act as one business unit within the larger organization. They are focused on creating specific content for a specific audience in a specific territory, rather than marketing on a massive scale. Together, the content marketer helps create the story, the SDR uses that content to open up new relationships, and the sales executive works to close the deal.  Together, the team is measuring the digital footprints of the buyer, tracking content consumption as a trigger for buying engagement.

At Sales for Life, we use Hubspot Sidekick and Clearslide as tools for sales professionals to monitor and measure the digital fingerprints of every prospective buyer in their territory.  Our sales team is completely integrated with marketing to develop content that helps very specific buyers through their buying journey, as we monitor the content consumption of that buyer.

Bottom line

Social Selling is using social as a means of driving business, while Digital Selling is creating an entire ecosystem that is leveraging all of the assets that are occurring both online and offline.

05
juin

Social Selling, un impératif en 2015

Le social selling, nouvelle norme dans un monde connecté

Réf: Publié le 27/05/2015 par Kévin SCOTT

Les médias sociaux et Internet ont eu un impact considérable sur notre façon de consommer et de partager l’information ; ils ont également transformé notre façon de prendre des décisions, depuis la sélection de divertissements sur Netflix, au choix de destination de nos prochaines vacances sur TripAdvisor.

Pour les professionnels de la vente et du marketing B2B, cet impact est aujourd’hui indéniable. À l’heure où les acheteurs potentiels effectuent leurs propres recherches, le modèle traditionnel selon lequel les marketeurs dictaient aux consommateurs ce dont ils avaient besoin, suivis des commerciaux qui leur expliquaient pourquoi ils en avaient besoin et enregistraient ensuite la commande, est devenu moins pertinent. Aujourd’hui, 90 % des décideurs B2B ne répondent plus à aucune forme de prospection à froid, tandis que 75 % d’entre eux utilisent les médias sociaux dans leur processus de prise de décisions.

Les professionnels de la vente qui négligent les médias sociaux, ou ne parviennent pas à optimiser l’utilisation qu’ils en font, manqueront bon nombre d’opportunités. De même, les entreprises qui ne prennent pas les mesures nécessaires pour aligner leurs stratégies commerciales et marketing passeront à côté de leur principal atout caché : les réseaux collectifs de leurs commerciaux. Depuis le lancement officiel de Sales Navigator l’année dernière, trois types de meilleures pratiques sont apparus, qui distinguent le convenable de l’excellent quant à l’application du social selling par les entreprises.

Social Selling

Social Selling

Nouer des relations dans un monde connecté

Une opportunité type de ventes B2B comprend au moins cinq décideurs clés. Ces derniers constituent au moins 60 % du processus d’achat avant tout entretien avec un commercial. Afin d’aider les acheteurs potentiels à prendre leur décision, les professionnels de la vente devront désormais comprendre et élaborer des relations complexes, qui s’avèrent souvent bien plus subtiles qu’un système hiérarchique classique. Par exemple, dans une entreprise type, 40 % des personnes influençant les décisions d’achat relatives à l’informatique travaillent en dehors du département informatique.

Grâce aux informations disponibles sur les médias sociaux, il est aujourd’hui beaucoup plus facile de comprendre la façon dont les décisions d’achat sont prises au sein d’une structure. Les social sellers utilisent ainsi ces informations pour établir un premier contact qui s’avère ainsi beaucoup plus humain que la très impopulaire prospection à froid traditionnelle, et cinq fois plus efficace. Par exemple, les professionnels de la vente travaillant pour l’entreprise de paiements en ligne PayPal ont eu recours à LinkedIn pour développer de nouvelles relations en identifiant des prospects ayant travaillé pour la même entreprise qu’eux par le passé ou parfois même ayant simplement fait partie du même club de hockey. Cela permet de créer un rapport de confiance assez tôt dans la relation vendeur-acheteur.

Aligner les stratégies commerciales et marketing

Le social selling prend réellement tout son sens lorsque les fonctions ventes et marketing sont étroitement alignées. Toutefois, l’alignement ne se limite pas à la simple acceptation par l’équipe marketing d’un programme de social selling ; la vraie réussite se constate dans les entreprises au sein desquelles les marketeurs fournissent systématiquement à leurs équipes commerciales leur contenu le plus pertinent pour qu’elles puissent le partager en ligne. Les marketeurs ont un rôle important à jouer : en mettant leur expertise en communication pour développer le taux d’adoption et la valorisation de meilleures pratiques, tout en fournissant aux équipes commerciales des lignes directrices plus vastes afin de les aider à rester authentiques en ligne lorsqu’elles représentent leur entreprise.

Ancrer le social selling dans l’équipe commerciale

Encouragez votre équipe commerciale à se construire une solide présence sociale, à rester authentique, et à utiliser le temps passé sur les médias sociaux pour partager du contenu à valeur ajoutée ainsi que des perspectives. C’est ainsi que votre entreprise et vos commerciaux deviendront des experts reconnus, le social selling devenant votre moteur le plus efficace pour générer des leads et développer votre chiffre d’affaires. Disposer d’un profil complet et actualisé constitue l’une des meilleures façons d’être découvert par des clients potentiels tandis qu’ils effectuent leurs propres recherches. Nous savons, notamment d’après les données fournies par LinkedIn, que les profils accompagnés d’une photo sont 14 fois plus susceptibles d’être consultés.

Le Social selling Index de LinkedIn constitue l’indicateur clé du succès pour un nombre croissant d’entreprises soucieuses de transformer leurs méthodes de vente. L’Index mesure un certain nombre de facteurs, depuis le taux d’engagement jusqu’au renseignement du profil qui, nous le savons, joue un rôle considérable sur l’efficacité des commerciaux sur LinkedIn. Chaque membre d’une équipe commerciale obtient ensuite un score personnel qu’il peut suivre au fil du temps et utiliser pour se comparer à ses pairs au sein de l’entreprise.

Le social selling préfigure l’avenir des ventes. Il va de soi que des présentations chaleureuses, avisées et personnalisées augmentent considérablement la réceptivité des prospects à votre approche commerciale, contrairement à une approche de prospection à froid. Malgré une simplicité apparente, la réalisation de ce succès potentiel requiert des efforts ciblés ainsi qu’un véritablement changement de culture. Un nombre croissant d’enteprises sont déjà bien engagées dans ce processus, renonçant progressivement à la prospection télephonique froide. Celles qui s’avèrent lentes à réagir peuvent finir par se retrouver complètement dépassées.

Chez AR Mobile nous pouvons aider votre organisation à implanter une stratégie efficace de Social Selling avec notre programme:

Le Vendeur Virtuel

 

05
juin

Social Selling en France

Social Selling : les commerciaux et le Big Data

Ref: Par Fabienne Bouchut le 25 mai 2015

La croissance vertigineuse des données à disposition sur le web, le Big Data, fournit un terrain de jeu positif pour les commerciaux et leurs directions qui peuvent les exploiter pour faire évoluer leurs méthodes d’approche des clients et passer d’une démarche « push » (contacter un client « à froid » pour lui présenter son offre « ) à une démarche « pull » (s’informer plus vite et mieux sur un client pour le cibler et le satisfaire).

Le Social Selling : quoi et pourquoi ?

Le Social Selling a pour intention de capitaliser sur les millions de données qui émergent sur le web (chaque minute sur internet : 7 app téléchargées, 100 nouveaux membres sur LinkedIn, 100 000 tweets, 277 000 connections à Facebook…) et sont rendues accessibles via l’équipement et l’usage de tablettes pour les consulter (dont la vente dépasse celle des PC – source MMAF).

Jusqu’à récemment, les volumes des données étaient tels qu’il était impossible de les exploiter. Les technologies du Big Data (basées sur des algorithmes tel que celui de Facebook ont permis de séquencer les ADN permettant de gérer des centaines d’interactions à la minutes sans faillir, de les analyser et même de façon prédictive.

Le Social Selling permet de réaliser la prospection et le cycle de vente différemment grâce aux données à disposition via les réseaux sociaux, les blogs, les moteurs de recherche et les outils de curation d’information du web surtout. Le Social Selling favorise la customisation des approches commerciales réalisées par les vendeurs envers leurs clients qui sont en mesure de pouvoir, via l’exploitation des données adéquates, repérer le(s) bon(s) contact(s) et peuvent cibler leur offre en se souciant au plus près de ce qu’attendent prospects ou clients.

Le Social Selling lève des barrières de protection et rend la démarche commerciale davantage marketing (on écoute, on découvre davantage son prospect/client, on analyse des insights prospect/client) et plus rapide (accès plus immédiat à l’information).

 

Social-selling

Social Selling

Les avantages du Social Selling

Selon le baromètre Cegos paru en juin 2014, l’accès à l’information est une incidence positive des réseaux sociaux pour les salariés en hausse de +19 points vs. 2012 (51% en juin 2014). Ci-dessous une liste non exhaustive de ce que permettent de faire les réseaux sociaux : se faire connaître ainsi que son entreprise en ayant un profil pertinent et en communiquant régulièrement (posts, news, blog, relais informations transmises) toucher les bonnes personnes dans les bonnes entreprises, rester informés et à jour de ses clients et de son marché, construire une relation d’expertise avec les prospects et les clients et préparer au mieux ses rendez-vous client reconstituer l’organigramme d’une société et cartographier le Groupe Réel d’Influence et de décision pour chaque contact ciblé trouver le chemin de mise en contact et se faire connaître par recommandations en équipe commerciale, agréger et partager l’ensemble des relations et connaissances plus vite surveiller l’activité de la concurrence et des partenaires.

Les commerciaux plus vite et mieux informés ont ainsi plus de temps pour la vente, peuvent mieux cibler leur démarche, ont un réseau qui s’agrandit plus vite, peuvent détecter plus rapidement les opportunités et ont au final plus de feux verts pour remporter des affaires.

Les moyens du Social Selling

Les réseaux sociaux sont des moyens très puissants pour le Social Selling. Ils ne sont donc pas les seuls. La recherche d’informations sur le web peut se faire à partir d’alertes Google sur des mots clés en faisant bien attention à utiliser les bons mots ou couplage de mots pour obtenir des remontées fiables et pas de bruit inutiles d’utilisation d’outils de curation du web d’appel à des partenaires externes spécialisés dans l’Intelligence Commerciale et qui fournissent des outils automatisés qui exploitent le Big Data issu du web (analyse des données du web et des univers relationnels des personnes pour fournir des informations contextualisées) ; les éditeurs de solutions de Business Intelligence, à l’image d’IBM ou SAP, commencent à packager ce type de solutions. Tous les grands du secteur ont ajouté cette dimension dans leurs offres. Même s’il ne s’agit pas toujours des meilleures solutions sur le marché, ils ont tous intégré ces moteurs sémantiques dans leurs plateformes, et ces outils permettent de récolter les premiers éléments d’information. Une levée de fonds, une fusion/acquisition, la nomination d’un nouveau commercial sont désormais des actualités qu’une plateforme de Big Data peut détecter et signaler au commercial.

Nous pouvons vous aider pour implanter une stratégie efficace de Social Selling dans votre organisation avec notre programme:

Le Vendeur Virtuel