دانلود کتاب Social Selling: Techniques to Influence Buyers and Changemakers

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Social Selling: Techniques to influence buyers and changemakers Copyright CONTENTS Introduction to social selling Traditional interrupt selling or marketing Social selling is a different way of buying Traditional selling has stopped being effective The changemaker #changemakers Where do changemakers come from? Changemakers in action Ideation Changemaker persona Where are changemakers going? Hashtag changemakers – #changemakers Buckle up Hacking the buying process 01: Community and tribalism The importance of owning your community Battle of the networks Building your community What community is not Summary Bonus material 02: Your identity within socialnetworks Is there a programmatic approach? LinkedIn Getting started Setting yourself up on LinkedIn How to find the keywords to use Completing job roles on LinkedIn Volunteer experience and causes Education Organizations Skills and recommendations Positioning and messaging Buyer persona Calls to action The worst possible way of using LinkedIn Twitter Twitter ROI How to be social – sharing ideas Your Twitter profile Structure of a Twitter profile Send a tweet Summary 03: Talking to strangers ‘Networking in real life’ example Listening Social graph Researching Talking Summary 04: Controlling influence What is influence? Your celebrity YouTubers The structure of influence Legal implication How do you create loved-up influencers? Control and trust Modelling Summary 05: The mechanics of traditional sales A quick word on technology adoption curves The mechanics of networking The mechanics of social networks Integration with the sales funnel Follower/following Signals Forward propagation Public conversations Summary 06: Moving from an analogue to a social mindset So what do you listen for? Signals – what are they? Signals Blogs News Social media platforms What is your own brand DNA online? How do you find content? Hashtags Twitter lists The 4-1-1 rule Online and offline community Social selling best practice Summary Bonus material 07: Selling the idea of social selling and measuring success The opportunity Common objections and how you get around them ‘My customers are not on social…’ People that just don’t ‘get it’ or don’t want to This social stuff is all ‘fluff’ – just go and get me leads and revenue! How to position social selling with your executive team Chief Executive Officer (CEO) Chief Finance Officer (CFO) Head of Sales Chief Marketing Officer (CMO) Chief Information Officer (CIO) Return on investment (ROI) and criteria for success Different types of metrics Training metrics Tactical metrics (they may be ‘fluffy’ but they do show momentum) Sales funnel metrics Words of advice Final words on metrics After the pilot Pan-European projects Finally, some questions you should be asking yourself Summary Bonus material 08: How to use technology to your advantage Research Talking to strangers – discovering more about people Analysing your content Tools that automate and schedule Clearing your profiles Content curation The 4-1-1 rule Which apps are available for content curation? Content creation Content creation platforms Getting somebody to sign up to your e-mail list Does your content resonate with the market or what influencers are saying? Measuring influence and amplification Finding influencers Two tools for finding influencers Other tools Summary 09: Digital maturity Social media is all about trust Social selling maturity How to implement a social selling change programme Stage 0 – Social’s for kids Stage 1 – Entitlement Stage 2 – Random acts of social Stage 3 – Control Stage 4 – Structured programme Stage 5 – Trust Stage 6 – Continual improvement Optimization Social initiatives Sales and marketing – Smarketing Employee advocate programme Channel partner advocacy Influencer marketing Marketing automation Summary 10: Five steps to getting you started The Changemaker Method Getting started Step 1: Setting up shop Step 2: Learning to listen Step 3: Building authority and influence Step 4: Optimizing Step 5: Enhancing collaboration Summary Conclusion The future of personal branding Talking with strangers Growing your network Changemakers Influence marketing How the marketing mix changes Social maturity – ramping up quicker Technology future Lack of relevance of BANT Close plans are dead Social selling as a software suite REFERENCES INDEX