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#socialselling

Social Selling Index Webinar
January 2014
#socialselling

LinkedIn Icebreaker

Earliest Adopter
Shvet Kapoor

Most Connected
Jacqueline Dolphina

Most Popular

Most Endorsed

Dennis Velasco

Greg Hyer
SALES SOLUTIONS
#socialselling

What is social selling?

SALES SOLUTIONS
#socialselling

Social selling leverages
your

professional brand to fill your pipeline
with the right

people, insights,

and relationships.

SALES SOLUTIONS
#socialselling

How can I use LinkedIn to

socially sell?

SALES SOLUTIONS
#socialselling

Create a professional brand

Establish a professional presence on
LinkedIn with a complete profile

Find the right people

Prospect efficiently with powerful
search and research capabilities

Engage with insights

Discover and share valuable information to
initiate or maintain a relationship

Build strong relationships

Expand your network to reach prospects and
those who can introduce you to prospects

SALES SOLUTIONS
#socialselling

Create a professional brand
Complete your profile
Aim for 100% profile completeness

Use the right tone
What would prospects or customers want to know
about you? Be descriptive. Tell your story.

Add rich content
Slideshare deck, presentation video, etc.

Showcase your skills
Add skills and generate endorsements

SALES SOLUTIONS
#socialselling

Find the right people
Proactively search
Use advanced search & Lead Builder to pinpoint
people more efficiently

View prospects
View details of potential prospects in your 1st , 2nd ,
and 3rd degree networks

Expand your viewing
Use Lead Recommendations to find more prospects
at your accounts

Check who viewed you
Your activity drives views of your profile. Engage
with relevant people who look at you.

SALES SOLUTIONS
#socialselling

Engage with insights
Stay in the know
Join groups and follow your prospects, customers,
and their competitors to keep up to date

Share valuable information
Post relevant content that can help you become a
trusted source of insight

Engage with your network
Share, like, and comment on content posted from
your network

Reach out to prospects
Reach your prospects with InMails, connection
requests, and other messages

SALES SOLUTIONS
#socialselling

Build strong relationships
Connect with contacts
Connect with your network and with prospects after
introductions

Focus on decision makers
Focus on connecting to senior level people at your
prospects and customers

Connect internally
Your colleagues will be able to provide you warm
introductions

SALES SOLUTIONS
#socialselling

How can I measure how well

I’ve adopted social selling?

SALES SOLUTIONS
We created the SSI formula from survey research
and behavioral analytics
Conducted survey of
~5000 sales reps to get
a sample of “top
performing” reps
Used survey results
to understand what
top performing reps
do on LinkedIn.com
Brainstormed &
calculated ~ 50 activities
that good social sellers
might do on LinkedIn

Final formula kept
variables that were
correlated with sales
success, weighted
based on their
predictive nature

Formula
design

SALES SOLUTIONS
LinkedIn’s Social Selling Index measures adoption
of social selling practices on a 0-100 scale
ABC co

Social Selling Index

57

Create a professional brand

16

Find the right people

15

Engage with insights
Build strong relationships

8

Performance on four key
dimensions, each worth 25 points

18
SALES SOLUTIONS
#socialselling

Why is social selling important?

45%

51%

more opportunities

more likely to hit quota

SSI leaders create
45% more opportunities per quarter
than SSI laggards.

SSI leaders are
51% more likely to hit quota
than SSI laggards.

Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps
focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to
understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
SALES SOLUTIONS
#socialselling

So what can the Social

Selling Index tell us?

SALES SOLUTIONS
Some industries have been quicker to adopt
social into their sales process than others
Technology - Software

28

Professional Services

23

Media & Entertainment

20

Telecommunications

19

Technology - Hardware

19

Oil & Energy

19

Financial Services & Insurance

18

Government/Education/Non-profit

18

Healthcare & Pharmaceutical

17

Architecture & Engineering

16

Manufacturing/Industrial

15

Aero/Auto/Transport

15

Retail & Consumer Products

12

SALES SOLUTIONS
Hunters are much more likely to use social than
Farmers – their SSI is 44% higher
+44%

52
42

36

Farmer

Mix of farming and
hunting

Hunter

Based on a global study LinkedIn ran in Q4 2013 of ~5000 sales professionals. SSI data is from August 2013.
Respondents self identified their roles.
SALES SOLUTIONS
Reps with longer tenure in their current role have
a significantly lower SSI
60

Average SSI

50
40
Hunters

30

Mix
Farmers

20
10
0
< 1 year

1 - 2 years

3 - 5 years

6 - 10 years

> 10 years

Tenure in current role

Based on a global study LinkedIn ran in Q4 2013 of ~5000 sales professionals. SSI data is from
August 2013. Respondents self identified their roles.
Tenure is based on length of time in most current role on profile

SALES SOLUTIONS
#socialselling

So how can my team

improve at social selling?

SALES SOLUTIONS
LinkedIn helps your team improve at selling socially
Our sales reps and customer success team partner with you to support your
social selling initiatives.
3 Months After
Activation

Social Selling Index

+ 26%

Create a professional brand

+ 17%

Find the right people

+ 25%

Engage with insights

+ 40%

Build strong relationships

Avg. increase in SSI seen by Sales
Navigator customers in the first 3
months after activation.

+ 29%
SALES SOLUTIONS
In case you’re curious, webinar attendees average
an SSI of 48
96
1st
Jennifer Banks

92

2nd

80

Greg Hyer

60

91

3rd

50

Eirini Giannou

40
30
20

10
95-100

90-95

85-90

80-85

75-80

70-75

65-70

60-65

55-60

50-55

45-50

40-45

35-40

30-35

25-30

20-25

15-20

10-15

5-10

0
0-5

# of attendees

70

SSI bucket
SALES SOLUTIONS
#socialselling

Request your SSI report to

see how you measure up!

SALES SOLUTIONS
#socialselling

SALES SOLUTIONS 23

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Social Selling Index: Measure Your Social Selling and Drive More Pipeline

  • 1. #socialselling Social Selling Index Webinar January 2014
  • 2. #socialselling LinkedIn Icebreaker Earliest Adopter Shvet Kapoor Most Connected Jacqueline Dolphina Most Popular Most Endorsed Dennis Velasco Greg Hyer SALES SOLUTIONS
  • 3. #socialselling What is social selling? SALES SOLUTIONS
  • 4. #socialselling Social selling leverages your professional brand to fill your pipeline with the right people, insights, and relationships. SALES SOLUTIONS
  • 5. #socialselling How can I use LinkedIn to socially sell? SALES SOLUTIONS
  • 6. #socialselling Create a professional brand Establish a professional presence on LinkedIn with a complete profile Find the right people Prospect efficiently with powerful search and research capabilities Engage with insights Discover and share valuable information to initiate or maintain a relationship Build strong relationships Expand your network to reach prospects and those who can introduce you to prospects SALES SOLUTIONS
  • 7. #socialselling Create a professional brand Complete your profile Aim for 100% profile completeness Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Add rich content Slideshare deck, presentation video, etc. Showcase your skills Add skills and generate endorsements SALES SOLUTIONS
  • 8. #socialselling Find the right people Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Check who viewed you Your activity drives views of your profile. Engage with relevant people who look at you. SALES SOLUTIONS
  • 9. #socialselling Engage with insights Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Share valuable information Post relevant content that can help you become a trusted source of insight Engage with your network Share, like, and comment on content posted from your network Reach out to prospects Reach your prospects with InMails, connection requests, and other messages SALES SOLUTIONS
  • 10. #socialselling Build strong relationships Connect with contacts Connect with your network and with prospects after introductions Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect internally Your colleagues will be able to provide you warm introductions SALES SOLUTIONS
  • 11. #socialselling How can I measure how well I’ve adopted social selling? SALES SOLUTIONS
  • 12. We created the SSI formula from survey research and behavioral analytics Conducted survey of ~5000 sales reps to get a sample of “top performing” reps Used survey results to understand what top performing reps do on LinkedIn.com Brainstormed & calculated ~ 50 activities that good social sellers might do on LinkedIn Final formula kept variables that were correlated with sales success, weighted based on their predictive nature Formula design SALES SOLUTIONS
  • 13. LinkedIn’s Social Selling Index measures adoption of social selling practices on a 0-100 scale ABC co Social Selling Index 57 Create a professional brand 16 Find the right people 15 Engage with insights Build strong relationships 8 Performance on four key dimensions, each worth 25 points 18 SALES SOLUTIONS
  • 14. #socialselling Why is social selling important? 45% 51% more opportunities more likely to hit quota SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 SALES SOLUTIONS
  • 15. #socialselling So what can the Social Selling Index tell us? SALES SOLUTIONS
  • 16. Some industries have been quicker to adopt social into their sales process than others Technology - Software 28 Professional Services 23 Media & Entertainment 20 Telecommunications 19 Technology - Hardware 19 Oil & Energy 19 Financial Services & Insurance 18 Government/Education/Non-profit 18 Healthcare & Pharmaceutical 17 Architecture & Engineering 16 Manufacturing/Industrial 15 Aero/Auto/Transport 15 Retail & Consumer Products 12 SALES SOLUTIONS
  • 17. Hunters are much more likely to use social than Farmers – their SSI is 44% higher +44% 52 42 36 Farmer Mix of farming and hunting Hunter Based on a global study LinkedIn ran in Q4 2013 of ~5000 sales professionals. SSI data is from August 2013. Respondents self identified their roles. SALES SOLUTIONS
  • 18. Reps with longer tenure in their current role have a significantly lower SSI 60 Average SSI 50 40 Hunters 30 Mix Farmers 20 10 0 < 1 year 1 - 2 years 3 - 5 years 6 - 10 years > 10 years Tenure in current role Based on a global study LinkedIn ran in Q4 2013 of ~5000 sales professionals. SSI data is from August 2013. Respondents self identified their roles. Tenure is based on length of time in most current role on profile SALES SOLUTIONS
  • 19. #socialselling So how can my team improve at social selling? SALES SOLUTIONS
  • 20. LinkedIn helps your team improve at selling socially Our sales reps and customer success team partner with you to support your social selling initiatives. 3 Months After Activation Social Selling Index + 26% Create a professional brand + 17% Find the right people + 25% Engage with insights + 40% Build strong relationships Avg. increase in SSI seen by Sales Navigator customers in the first 3 months after activation. + 29% SALES SOLUTIONS
  • 21. In case you’re curious, webinar attendees average an SSI of 48 96 1st Jennifer Banks 92 2nd 80 Greg Hyer 60 91 3rd 50 Eirini Giannou 40 30 20 10 95-100 90-95 85-90 80-85 75-80 70-75 65-70 60-65 55-60 50-55 45-50 40-45 35-40 30-35 25-30 20-25 15-20 10-15 5-10 0 0-5 # of attendees 70 SSI bucket SALES SOLUTIONS
  • 22. #socialselling Request your SSI report to see how you measure up! SALES SOLUTIONS