Social Technology Simplified The Fundamentals of Socially Facilitated

Marketing & Sales

Socially Facilitated Marketing & Sales

“I'm fishing for men with a certain kind of bait, and the bait that I am offering is not a candy; it's a very specific thing that I'm offering, which is a deep gospel and a deep conversion.” Larry Norman

• ORM• CRM • Business Analytics• New Tools• New Training for Sales Force

Socially Facilitated Marketing & Sales is the new online layer that needs to be added to businesses that feeds businesses with strategic information and measurements and that opens up new relationships and customer interactions. It is all about:

What is Socially Facilitated Marketing & Sales?

It’s not about how to use Facebook,

Linkedin, Twitter& Youtube

SFM&S is the ability to forge a seamless link between offline and online marketing by using the 5P’s and the 4C’s.

When you hear the word Marketing…

• 5P’s + 4C’s spring to mind – which are:

Product

Price

Place

Promotion

People

Customer Solution

Customer Cost

Convenience

Communication

Pre-approach (Planning the Sale)

Approach

Needs Assessment

Presentation

Meeting Objectives

Gaining Commitment

Follow Up

7 Step Traditional Sales Process

But lets not forget about the customer buying process

Relationship Based – Word of Mouth

Choosing who they want to deal with

May not be interested in the presentation as they have done their work online

They would have watched your competitors video on YouTube

They would have read a blog

They would have compared prices

Where Did My Cheese Go!

For those that are online they are too busy

thinking about how to use Facebook, Twitter, YouTube & Other Web

Properties

Companies are still doing what they do best: 5P’s + 4C + 8

Sales Steps and

getting F’s

Simplifying the Process…

• Goals• Team• ORM• Competitive Landscape• Knowledge Harvesting• Policy• Pilots• Measure & Reporting• Integrated Sales Approach• ROI

10 Foundational Steps to SFM&S

Goals

Yes, Yes, Yes - again we must not forget that goals are the key to achieving the desired results and measuring performance

Aligned to the business objectives

Clear, simple, measurable Specific conversion goals

for each web property/asset

Dedicated Client + Service Provider

Organization wide by-in is necessary for effective implementation

Team

Competitor Landscape

It’s a game of inches and everyone is watching!

Customers have the power to publically announce their discontent about your services & products

Gain an ability to monitor your competitors and your online reputation on an on-going basis

Online Reputation Management

Online Reputation Management

• The individual• The Company• The Product or Service

3 Pronged approach to ORM:

It’s about robust listening to keywords & a clear engagement policy

ORM is key towards inoculating your brand

You will find that a lot of customers and people are invisible online

Today all businesses are exposed to online “defamation” – no longer can companies hide behind a lawyers cloak to protect themselves

ORM Cont…

• Your opportunity for a career at an individual level• Your bottom line if you are a company• Your next customer and sales process and vice versa• If you are not online you are “dead” if you are online

and not managing your reputation you are *%#&@*!!!!!

You are absolutely NAKED online and this effects:

What Should ORM Involve?

Claiming your name/company name/product & services online (Google Place, Social Media, Directories)

Online Credibility & Branding of all your web properties - because they are your digital assets - creating great value and presenting that value the best you can

Building a solid PRO and SMO campaign to dominate search results (both negative and positive)

Pilot certain marketing initiatives

Pilots

“Knowledge is the key to adversity and a weapon in reality. Never refuse an opportunity to learn or discover as one can only gain knowledge that will help one in dealing with situations. Share, Learn and Take Action.” Vishay Singh

Information Harvesting

Harvesting knowledge to sharpen the saw and to deal with the competitive market landscape is crucial.

Information Harvesting Sources

Filtering, Relevancy & Latest Knowledge

Information harvesting is about finding the relevant free information sources online and connecting them to you.

Creation of a knowledge pool that is instantly available and can be tapped into as a source of reference.

Identifying the sources and automating the flow of information by using tools such as: i-google, Google Reader, Flipboard, Google Alerts, HootSuite, TweetDeck etc.

Harvesting Information Objectives

Information harvested will be used in your web properties.

Forms the platform to be cutting edge and to be able to tweet, blog and create quality web content and to shift strategy in relation to the dynamic competitive landscape.

You reap what you sow – if you reap a great harvest you will have a great prospect of creating wealth.

Policy

• Procedure for responding to negative & positive comments

• Who is authorized to respond

• Single Voice• Tone of Response• Channels of Response

One Page ORM Engagement Policy:

Measuring & Reporting

Integrated Sales Process

“Today the tyrant rules not by club or fist, but, disguised as a market researcher, he shepherds his flock in ways of utility and comfort.” Marshall Mcluchan (1911-1980) Canadian communications theorists and educator.

Sales

The Sale!

• You got to hustle!• You got to shuffle!• You got to draw the deck of cards in your favor each time – it’s no longer a game.

Sales is 3 dimensional not exclusively process drive:

Sales teams are product knowledge “experts”

Sales is more about ability to walk the talk and the ability to convince your potential client on the spontaneous use of knowledge.

Cut to the chase circumvents pre-sales by having the knowledge at hand.

Social Sales Dimension

• Build a professional Linkedin profile suited to your goals and objectives and begin networking & join relevant groups.

• Blogging – using the blog to spread your knowledge for free.• Using online tools to engage and build engaged socially, relationships

and share knowledge.• Participate in groups and on subject matter that you are an “expert” in• Write Whitepapers, e-books, presentation, Videos etc to build your

digital knowledge asset• Get found, be noticed, build your personal brand, hustle and shuffle both

online and offline.

Starts with your innate ability to believe that you can sell and build that ability by:

“A commodity appears at first sight and extremely obvious, trivial thing. But its analysis brings out that it is a very strange thing, abounding in metaphysical subtleties and theological niceties.” Karl Marx (1818-1883) German Philosopher & Political Economist

ROI is it all about the money???

ROI – Right of Ignorance

• Building your brand online: 1.5 billion potential online users.• Creating a connection & communication online: with potential customers and

have them accessible to you in seconds:• Sales Conversion: Getting customers to spend their money in exchange for your

product or services.

ROI has 3 aspects:

Different activities reap different ROI rewards online.

SET the expectation clearly based on the goals and be absolutely honest and clear about the 3 aspects of ROI.

SFM&S Summary

Social Insanity!!!

Simplest Route to Achieving SFM&S

• Easy to implement• Effective Syndication and Search Results• Focus is on content• Digital Asset that can be upgraded• Credibility, Communication & Sales Facilitation

Utilize a Blog as your SFM&S Cast Page as your link and interface between your social media layer and your search layer:

Blogging Stats

SFM&S Program

Social/SMO Search/SEO

BLOG CAST PAGE

Press Release

LEADS

LEADS

Blogging

Video

Mobile

Links & RankingSyndication

Credibility, Communication & Sales Facilitation

SFM&S ProgramConduct a Web Presence Analysis & Goal Setting

Claim, setup and link all your pages across the web

Develop and optimize a custom blog in your brand style (link it to your website if you have one)

Create and link your Facebook, Twitter & YouTube

Collect, upload & manage all your digital assets

Update & sync your business info across 100+ local directories: Google Places, Yahoo, Bing and more

SFM&S Program Cont…Research & write custom posts on your blog including: video, updates, tips, offers, product features, testimonials, events & more.

Keywords driven content.

Content optimization for both search & social based on keywords, links & tags.

Automate publication of posts to Facebook, Linkedin, Twitter &YouTube.

Socially bookmarking's, article submissions & posts on key sites to improve search ranking.

SFM&S Program Cont…Vlogging – by creation of one minute videos.

Syndication of videos to various video platforms.

Automated pinging to more than 25 sites on each and every post.

Setup and tune listening tools for reviews of business, products & competitors.

Build your base of social fans and followers by responding & engaging with people.

SFM&S Program Cont…Build you reputation by monitoring positive reviews and cast them across your pages.

Provide strategies & tactical programs to drive more positive reviews.

Monitor for negative reviews and implement engagement policy and proposed strategies.

Quality and consistent link building throughout the program.

Implement paid search focused on niche target segments.

SFM&S Program Cont…

Creation of coupon sweepstakes and related campaigns.

Create WordPress blog into mobile friendly versions with clear call to actions.

Use Google Analytics + Social Tools to compile a monthly reports based on your 3 ROI components and your business goals.

Questions?Vishay Singhvishay@avaxusa.comhttp://www.linkedin.com/in/avaxusa