Actionable Insights, Analytics & Attribution

Leading the Social Sales Force Workshop

Senior Solutions Consultant @bencathers

Ben Cathers

Ben CathersSenior Solutions Consultant

@bencathers | ben.cathers@hootsuite.com

Join the conversation using #socialsalesforce

Today’s Speaker

Benefits of Social Adoption

More Revenue

20%Higher Profit

Growth

60%More Revenue

20%

Join the conversation using #socialsalesforce

“78% of salespeople using social media outsell their peers”

“Over half of the respondents (54%) who used social media tracked their social media usage back to at least one closed deal.”

Brick and Mortar

Website Social

Social is the new front door: It’s where your prospects learn, seek, discover & decide

Join the conversation using #socialsalesforce

Jill Rowley,Social Selling Evangelist

“Before LinkedIn and other social networks, in the sales world, ABC stood for Always Be Closing. Now, ABC means Always Be Connecting, because your connections lead to your next lead and your next close”

From Social Marketing to Social Business

Social Advocates Social Teams Social Organization

Evolution of social

Source: Forrester Research, Inc. “Break Through The Hype Of Social Selling How To Successfully Enable Your Sales Teams To Utilize Their Social Networks.” 2015. https://www.forrester.com/Break+Through+The+Hype+Of+Social+Selling/fulltext/-/E-res120747

Social selling misperceptions✖ Social selling can be initiated in a few simple steps✖ Social selling should be led only by sales✖ Social selling is a one-size-fits-all tactic✖ Social selling is the panacea for meeting challenging sales

objectives

Evolution of socialTake it slow

Walk Crawl Run

Join the conversation using #socialsalesforce

How do I find actionable insights?

• Monitor LinkedIn groups and contact updates on social

• Follow your industry #hashtag

• Leverage a social selling tool like Sales Navigator

Tips for finding sales insights

Crawl

Join the conversation using #socialsalesforce

• Create Twitter lists of influencers, prospects and competitors: listen for buying signals and opportunities to engage

• Set up search streams to monitor industry hashtags, competitors & product mentions

Tips for finding sales insights

Walk

Join the conversation using #socialsalesforce

• Leverage a listening and analytics tool to measure leads driven and opportunities created with social attribution

• Find most impactful, best converting content to share

Tips for finding sales insights

Run

Join the conversation using #socialsalesforce

A closer look at the insights

What KPIs should be measured?

Aligning social to business goals

Goals

Brand Awareness

Thought Leadership

Word of Mouth

Leads

Sales

Join the conversation using #socialsalesforce

Goals

Brand Awareness

Thought Leadership

Word of Mouth

Leads

Sales

On Social

Reach

Consumption

Likes & Shares

Actions

Conversion

Aligning social to business goals

Join the conversation using #socialsalesforce

Aligning social to business goals

CrawlGoals

Brand Awareness

Thought Leadership

On Social

Reach

Consumption

Join the conversation using #socialsalesforce

Walk

Aligning social to business goals

Goals

Word of Mouth

On Social

Likes & Shares

Join the conversation using #socialsalesforce

Run

Aligning social to business goals

Goals

Leads

Sales

On Social

Actions

Conversion

Join the conversation using #socialsalesforce

How do I measure social selling success?

How Hootsuite did it

• Health test to see if reps are posting, sharing and engaging more

• Social Media Management Analytics (posting activity & follower growth)

How Hootsuite did it

Crawl

Join the conversation using #socialsalesforce

Questions to ask yourself

Crawl

Join the conversation using #socialsalesforce

● Are sales reps comfortable using social media technology?● Are sales reps getting into the routine of posting/sharing on social?● Are posts/shares & follower growth trending upwards?

How Hootsuite did it

Crawl

Join the conversation using #socialsalesforce

Data Source: Hootsuite Enterprise

• Ensure sales reps are engaging with the right people and sharing the best performing content

• Use team based UTM parameters & Ow.ly links to track leads back to specific social activities

Walk

How Hootsuite did it

Join the conversation using #socialsalesforce

Questions to ask yourself

Crawl

Join the conversation using #socialsalesforce

● Are sales reps sharing the right content to the right people?● Is team participation increasing overall or is it just a handful of

social advocates? ● Is team performance increasingly driving more leads and

conversion?

How Hootsuite did it

Crawl

Join the conversation using #socialsalesforce

Data Source: Google Analytics [Sample Data, Not Actual]

• Track your individual sales reps performance and how social media activities impacted specific deals

• Assign individual based CRM campaign IDs & UTM parameters to each rep

Run

How Hootsuite did it

Join the conversation using #socialsalesforce

Questions to ask yourself

Crawl

Join the conversation using #socialsalesforce

● How is each rep performing and who are the top performers? ● How much pipeline can be attributed to social media activities?● What social activities impacted deals and which sales reps can be

attributed?

How Hootsuite did it

Crawl

Join the conversation using #socialsalesforce

Data Source: Salesforce [Sample Data, Not Actual]

Questions?

Ben CathersSenior Solutions Consultant

@bencathers | ben.cathers@hootsuite.com

Join the conversation using #socialsalesforce

Thank You!

enterprise.hootsuite.comMore info:

Senior Solutions Consultant @bencathers

Ben Cathers