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Power Up Sales with Social MediaKnowledge Lab 1:30-2:30 pm

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Today’s Presenter

Rebecca Chanin, Director of Marketing

JK Moving Services, Sterling, Virginia, U.S.

linkedin.com/in/rebeccachanin

linkedin.com/company/jk-moving-services

@RebaChan

@JKMoving

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A Little About Me

25 year career in marketing

Strengths• Digital: search, online display, social media

• Traditional: offline media/creative (TV, radio, print)

• Branding: messaging, visual identity

When I’m not working• Cooking, travel, reading, spending time with family, eating

cheese

• Too much time on social media

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A Little About JK Moving Services

Established 1981

Third largest independent moving company in North America

Residential, commercial, corporate, government customers

Global and domestic moving, storage, corporate relocation, logistics

Headquartered in the metropolitan Washington, D.C. area

Fleet of 350+ pieces of equipment; 15,000+ moves annually

650 trained, vetted moving professionals

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Today’s Topic – Social Selling

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But First, A Few Statistics 77% of business-to-business buyers don’t talk to a salesperson until they’ve done independent

research (Corporate Executive Board)

IBM survey of 1,000 global buyers: 1/3 are using social media to engage with suppliers

72% of salespeople using social selling outperformed their peers and exceeded quota 23% more often (Aberdeen Group)

2.5% = average cold calling appointment rate (Keller Research Center, Baylor University)

84% of prospects will respond to cold-calls or emails when you leverage connections (Kenan-Flagler school of Business, University of Carolina)

LinkedIn stats:

• Total user base: 300,000,000 worldwide

• Continued explosive growth: approximately one million new members every 12 days

• 48% spend more than two hours a week on LinkedIn

• 40% of users check LinkedIn daily

• 65% of users are outside the U.S.

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Social Selling – What Is It & Why do It?

Using social media to interact with prospects and customers

Find, connect with, gain insights, nurture prospects and customers

Grow your business

Provide value via thoughtful/relevant content

Build your personal brand

Platform: most typically, LinkedIn. Depending on your business, product, audience, and message, perhaps Facebook, Twitter, Instagram, etc.

Today, we will focus on LinkedIn.

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Professional head shot

“Headline” with more than just your title and company name

Relevant contact information and web links: company website, blog

Executive summary about yourself

Customize the link to your profile page

Current and past positions with short, descriptive text

Note at least five skills

Education, awards, volunteer work, videos, presentations, etc.

Three recommendations from your network (not all coworkers)

Get Started - Build your LinkedIn profile

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Is bigger, better?

How many connections should you have

Who to ask to be a connection

How should you ask

Connections – Building Your Network

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Define your target audience or key influencersEngage with the audience:

• Post content of interest: blog posts, articles, videos

• Ask your network questions relevant to their work

• Discuss what you learned at a conference or networking event

Goal: at least one post every business dayBest times to post: early or late in the work day

Social Selling – How To Do It

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Five types of LinkedIn Groups

1. Industry Groups – Education, connect with peers, competitive intel

2. Vertical Groups – Industries you’re targeting for sales

3. Local Groups – Connect with communities where you want to build business

4. Professional Groups – Hone your skills

5. Parallel Groups – Share the same target audience that you are pursuing but in a different industry

LinkedIn Groups

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Contribute – Content is King• Join discussions when you can add value

• Post your own questions to the Group

• Add value and educate

• Share links to helpful blog posts, articles, white papers, video

• Be helpful, NOT sales-y

• Be a trusted advisor

I Joined Some Groups – Now What?

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Prospecting

Search for new prospectsSave your searches – LinkedIn notifies you of

new members that fit your criteriaUse your network for intel and/or to make

introductions

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Preparing

Go into meetings smarterEducate yourself about your prospect, their

company, news in their industry If the prospect (or company) uses Twitter, it may

be noted on their profile• Twitter feeds can be a wealth of info

Go back to your Groups and brush up

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Recap

Invest time to create a robust LinkedIn profile page

Connect with courtesy

Define your audience, seek them out, and cater to them

Post thoughtful content often

Join relevant Groups and contribute to the conversations

Use LinkedIn Search and save your searches for prospecting

Conduct LinkedIn research to prepare for meetings