Posts Tagged ‘content’

The 10-60-30 Rule of Social Selling

April 12, 2014

If Social Selling is all about Connecting, Listening and Content Sharing, then getting started on Social Media can be a daunting task. Have you ever wondered which tools you could/should be using? And more importantly, how much time you need to spend on it. Here is my take (and experience) on it.

connect - listen - share

Connecting
Social Networking platforms are made for connecting. Here you will find the obvious candidates such as LinkedIn and Twitter. However, Xing and Viadeo might be good alternatives in the German and French speaking markets. Not everyone is on LinkedIn. In a B2B situation, Facebook seems the last option social sellers jump on. But since so many people have a profile here, it might make sense to link here too but you need a clear strategy on what and how to share. The inevitable discussion between personal and professional lives.

Finding and connecting new prospects and clients are here clearly the marching orders. Nothing new so far. Make discovering new contacts part of your daily routine.

Listening
Here it becomes a little more complicated and time consuming. There are at least 2 reasons for monitoring: understanding what your contacts are saying/doing/interested in and finding interesting content to share in the content sharing stage.

Listening to what your contacts are saying can be done through Hootsuite and LinkedIn Saved Searches, while finding content could be done through Google Alerts, LinkedIn Pulse, Feedly or any other RSS feeder program.

How much time you will be spending on this part of your social selling routine will vary a lot depending on the number of contacts, the activity level of those contacts, the variety of topics you are following and how much reading you will be doing yourself.

Content Sharing
Content is everywhere on the internet but prime locations are Slideshare, YouTube (or Vimeo), Blogs and Forums. Once you have that content you will want to share it. Tools such as Buffer or Hootsuite.

Additionally to sharing interesting content from others (less than 40% of all your content) you will need to create. You might create presentations, blog posts and general status updates/tweets. Let me be clear that this is a time intensive task and thus easily postponed. Once you created your own content you will want to share this with your contacts via Status Updates and Tweets.

Finally, through the monitoring and listening programs you will also find more opportunities to engage with and help your clients and prospects. Your entrance ticket to become a trusted advisor.

Again, it is hard to put a number on this when it comes to time spent. Do not consider this lost time but think how much time you saved by not having to drive to your client to have a conversation.

10-60-30 Rule of Social Selling
Social Selling is more about the approach rather than the use of a number of tools (see above). Over the course of time, this has evolved into a daily routine. My experience has demonstrated that the different steps and tools must be interwoven with everything you do during the day.

Today I can say that I spend about 10% of my time working on the connecting bit. 60% reviewing what my listening tools unearth in terms of client conversations and content. And I must admit that most of the time goes to reading and qualifying whether this information can be shared to provide more value to the clients (and me, of course). Finally, 30% is the actual sharing and personal content creation.

So how does your social selling routine stack up?

6 Social Media things to do before breakfast

January 25, 2014

When you get involved in social media, you quickly learn that it requires regularity and discipline.  Creating a daily routine is of course one of the best ways to approach this.  Over time I have together a 30-minute routine.

Source: www.socialbel.com

Here are the things I do before breakfast:

  1. Email
    1. Delete uninteresting/unwanted emails.
    2. Mark emails to be treated during the workday.
    3. Answer urgent emails.
    4. Check emails from LinkedIn groups for good content and mark for later reading.
    5. Review Google Alerts and mark interesting items with GetPocket.
  2. Social media monitoring
    1. Review social media monitoring dashboard and react appropriately.
    2. Go to Hootsuite and review monitoring columns and react appropriately.
  3. LinkedIn
    1. People Who viewed your profile is a perfect opportunity to start a conversation or even get connected (selectively).
    2. Contacts show people that have a New job, Birthday or Work Anniversary.  This again is a great opportunity to start a conversation.
    3. Review LinkedIn Inbox for messages and connection requests.
  4. Twitter
    1. Check tweets that mention me and act appropriately
    2. Check new followers out
    3. Check who unfollowed me and decide on course of action (recapture or accept)
    4. Quickly review the recent Tweet stream
  5. Facebook & Google+
    1. Check personal and company timelines for posts from friends and fans
    2. Wish friends a Happy Birthday
    3. Check messages and take action if needed
  6. Content sharing
    1. Share my quote of the day or content from others across a number of platforms
    2. Contribute and share content through my Tumblr blog on Social Media tools

Having created this routine, I am able to start my day informed, organized and inspired.   Since I have created this morning, I have also developed a similar approach for the evening routine.  The evening routine focuses more on content generation but I will discuss this in another blog post.

Do you have a similar routine? Why not share it through the comments below.  Or do you want details about any of the steps mentioned in my routine, send me a mail (mic@vanguard-leadership.be)

Social media and recruitment: a myth revealed

June 13, 2010

Social media and recruitment are made for each other but they seem to be talking a different language and are not really getting along.  A study done (May 2010) by the VDAB (http://bit.ly/bEHqop) claims that less than 3% of Belgian companies use social networking sites to find new employees.  Another report (September 2009) by Executives Online in the UK  (http://bit.ly/9npaOf) also showed that only 4% of the executives have been recruited via a social networking site.  Revealing? Not what you thought? Unheard of?

Today, as most recruiters get their feet wet, they are using social media as just another channel to advertise their job opportunities.  They view social media as a bunch of databases, similar to a number of ponds in which they are going to go fishing.  Unfortunately, they do not know which pond to go fishing in and what kind of bait to use.  So they might end up going fishing for sharks in Lake Geneva!  They are very quickly disappointed by the results.  Sound familiar?

Another area that recruiters have difficulty grasping, and they are not alone, is what social media is really about:  creating content, bringing value and engaging with your audience in a two-way conversation (that goes beyond opportunity they are just trying to fill).   Let’s take a look at these areas.

Creating Value:

There are 2 ways to bring value (€/$ and content).  There are some who offer cash money for referrals but very few do.  The Belgian company Xpertize (www.xpertize.be) is using this practice very efficiently via different social media (Website, Twitter, Facebook, LinkedIn).  The great thing about this practice is that previously interviewed candidates are continuously engaged and working with them.

Providing Content:

When it comes to providing content to their audiences, most recruiters and companies are not even thinking about this.  They think the carrot of a job opening is enough to attract attention.  There is a real why they are sometimes called “head hunters”.  And hence the reputation of the trade is so negative.

Engagement:

In terms of engagement, most recruiters really drop the ball completely.  They have met a person (possibly only viewed and screened him/her on every possible social network) but they do not maintain contact afterwards.  We all know all too well the following sentence:  “We will however keep your details in our files. Our agency is specialized in ABC profiles within the XYZ sector, and we hope to be able to contact you again in the near future”. How many times do hear back from them?  Even in a newsletter form?  I think this proves my point.

An then there are those recruiters that do get social media and the fact that it is about creating value and engagement, but then they are hit by the next barrier: It is a lot of work and they stop their efforts.

So what is the solution?   Well, here are some simple steps you can take to make more out of your social media presence:

  • Find a champion in your organization to setup  your social media.
  • Brief everyone in your team on social media is and how to use it.
  • Make an inventory of where everyone is and where you should be (which ponds to fish in – this is more than just LinkedIn, Facebook and Twitter).  Look at blogs, fora, video and photo sites.
  • Start a blog and provide content (not just job openings but real content of value of the audiences: applicants and clients).  Establish yourself as a real expert in your domain.
  • Use social media to drive traffic to your website of even better to your blog and create a positive reputation.  Twitter and Facebook are great tools to divert traffic to you.
  • Create a social media policy and turn your peers into ambassadors for the organization.
  • Invite all your past candidates to become your fan (on Facebook) or follower (Twitter, blog, etc.).
  • MONITOR what is being said about you, the company, the competitors and even the industry.
  • ENGAGE in two way conversation and not be afraid of feedback.

And finally, realize that being active in social media means” A LOT OF WORK”!

Mic Adam

Email: adammic@vanguard-leadership.be

Mob. +32 478 50 41 35

Website: www.vanguard-leadership.be

Blog: http://micvadam.wordpress.com/

Find me also on Twitter, Facebook, LinkedIn, Plaxo, Netlog, etc.


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