Social Selling

Description

Praise for Social Selling Title Page Copyright Page Contents Foreword Preface Acknowledgements Introduction The selling revolution The digital organization Social selling References 01 Community and tribalism The importance of owning your community Building your community A modern selling organization What community is not Summary References 02 Your identity within social networks LinkedIn Twitter Summary 03 Talking to strangers ‘Networking in real life’ example Listening Social graph Researching Talking Summary References 04 Controlling influence What is influence? Celebrity YouTubers The structure of influence How do you create loved-up influencers? Control and trust Modelling Summary 05 The mechanics of traditional sales The basics of social selling Technology adoption curves The mechanics of networking The mechanics of social networks Summary 06 Moving from an analogue to a social mindset What to listen for What is your digital identity? Content The 4–1–1 content rule Online and offline community Social selling best practice Social selling as part of the business planning process Summary References 07 Selling the idea of social selling and measuring success The opportunity Common objections and how you get around them How do I bring social selling into my company when the managing director doesn’t even have a LinkedIn account? How to position social selling with your executive team Return on investment (ROI) and criteria for success Different types of metrics Summary References 08 How to use technology to your advantage Research Tools that schedule Content curation Content creation Measuring influence and amplification Summary Reference 09 Digital maturity Social media is all about trust Social selling maturity How to implement a social selling change programme Building your business: A social strategy Optimization Social initiatives Summary Reference 10 The digital organization practitioner Social media maturity Social media is all about trust Social selling maturity model Implementing a social selling transformation plan Optimization Social transformation projects Summary 11 Five steps to getting started The Changemaker Method Getting started Step 1: Setting up shop Step 2: Learning to listen – having conversations 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 Future technology Close plans are dead Social selling as a software suite Summary Epilogue Boards must develop digital strategies Digital transformation is about the people and the process RevOps will grow in dominance Continual improvement – people and process Marketing will be front and centre to the business again Brands are commodities Digital will mean new measures and new governance The terminology of business will change The C-suite will become influencers Every company is a media company Each business needs to strive for digital dominance Video will become the mainstay of content Video streaming will become business-as-usual Cookies and their use will force us to think differentlyabout advertising Your company must stand for something The metaverse will become a thing Marketers can no longer deny the existence of TikTok Artificial intelligence won’t save us The future of sales and marketing is human Final words References Index