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Social Media in Sales

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Tools of the Trade

The Internet and Web 2.0 are changing the way that we do business. Sales as we know it, is undergoing a radical transformation. This lens focuses on the tools of the new trade.

With all of these tools are new ways to connect with customers in passive ways by talking and engaging with them. The age old rule of relevancy still stands. One man's warm meal is another man's spam.

Reading a Blog

As with any entrance into a conversation, listening is the first foundational element. Find some blogs that you enjoy reading (about 10 of them) and read them. Blogs publish RSS feed. So, you can subscribe to peoples blogs much like reading email in Outlo

Use Technorati or Google Blog Search to look for blogs in you respective niche.

Newsgator (mobile / online / desktop)

Google News Reader (online / mobile)

Bloglines (mobile / online / desktop)

Email (through feedburner)

Writing a Blog

Tools to establish Expertise

The web allows you to become the expert in a niche area. Under the long tail theory, exploring these niches can become more profitable than the mainstream. --Chris Anderson

Operate with goals. Brand thought leader.

Blogs are essential to Establish Expertise

Credibility Upon Entry

Subject Matter Regional division vs. Geographic Subdivision

Hub of the social sites.

Consistent theme, message, information

Individual or Contributor Blog

Create content calendar first - plan like writing a mini book

Listen to the conversation - subscribe to 10 blogs

Setup a wordpress blog - get help if necessary

Setup analytics (Google and Feedburner)- get help if necessary

Keep in mind:

Narrowly tailor the content of your blog to your area of your expertise.

Be consistent on topic.

You are in a community. Respond to feedback and give feedback to others.

Google Alerts

Eavesdrop with Real time Google search

Mine interesting information (me, my business, my competition, my customers)

Publish information (twitter via Twitterfeed)

Social Sites

Just as going to a cocktail party, hanging a picture on a wall, and expecting people to engage your picture in conversation doesn't work, passively engaging social media is a failed notion.

As with all social sites, it is important to note that there are really very few rules in social media, however, the feedback loop is so incredibly fast that you have to be careful or you will the topic of social outrage.

Social sites account for approximately 10% of all Internet traffic, and Facebook is expected to surpass Google in Internet traffic by 2010.

Professional network

Establish Expertise (Q & A)

Link to relevant content

Join Groups / Follow connections

Widgets

140 Character Status Updates

Get my intro guide

Network of information experts

Microblogging / Activity Streaming

@jfloyd
@sell_smarter

175 Million Users

Primary portal to the Internet for many

Could surpass Google by 2010

NING

SOCIAL BOOKMARKING

SOCIAL UPDATE SERVICES

Graceful migration from web to web 2.0

aggregates all services

maintains a list of connections and updated info

totally nerdy; web 2.0 all the way

aggregates services

Web 2.0 Communication & Sharing Tools

Email Marketing
One of the most fundamental tools. The analytics component of email marketing programs allow you to tailor your messages to customers

iContact

Vertical Response

Constant Contact

Instant Messaging & Text Message
Both instant messaging and text messaging offer you the ability to stay in contact with your customer without too much engagement.

Google Chat

Skype

AOL Instant Messenger

Video
With the growth of broadband, video is necessary as a means of communication. It provides authenticity to a message. It also attracts and maintains user attention.