When you start a Social Selling program it is critical that you measure the program from the “get go”. As it’s vital you can prove:
- It’s making an impact to your business
- You can show the individuals are progressing and demonstrating the right behaviour
- There is support for any individuals that are getting left behind
- The investment that your company in time and budget is being spent wisely
- When the success kicks in, you will get additional budget to enable a roll out
- The C-Suite will want to be involved too.
Measurement of Social Media and Social Selling is now a pretty mature, but is pretty limited. There are a number of influence measurements out there such as LinkedIn’s SSI score, Klout and Cred. A lot (good and bad) has been written about them, that said, they offer a ready built, standard that can be applied across all employees. It often depends on which platforms you are using and the objectives you want to achieve.
Justifying The Budget to Roll Out Social Selling
Social selling is a change of mindset for your organisation to get business benefit, this isn’t about fact based training or webinars they are unlikely to get you very far as they after all tactics. Social Selling is a change of strategy for your business and therefore it needs to have a strategic vision on social. Where we see failure of a program is where the C-Suite have not been engaged. Often, staff (strangely) seem scared of going to the C-Suite and asking for what is now a business imperative. Talk to us here at DLA if your C-Suite need help in terms of understanding social. In addition, this is about empowerment of your employees. Yesterday, only PR could talk to the outside world, now you want everybody to share. This has a massive impact and fact based training and webinars won’t impact the disbelievers, the unsure and those that say they understand but don’t.
The First Six Months of Your Program
In the first six months of the program, our recommendation would be to use publicly available data. We often get asked about using revenue figures achievement to date etc, that does have an impact in terms of getting access to that data as well of the data privacy / GDPR implications.
Linkedin’s SSI can be a good place to start, but don’t get caught up in the detail. An SSI score will usually show you a direction of a travel. For example, if you have an SSI of 70 you are probably demonstrating better behaviours than a SSI of 50. That said, don’t forget social selling is all about revenue generation. A high SSI score maybe more about you playing around on social or day and that is more likely to get you fired.
The LinkedIn SSI score, which they call the Social Selling Index is a scalefrom 0 to 100 from Laggards to Leaders. This measures 4 things; Create a personal brand, find the right people, engage with insights and building relationships. It’s preparatory to LinkedIn.
Klout and Cred will give “more accurate” scores of engagement, if you are using multiple social platforms, for example it will track within the measurement; number of new followers, number of mentions, mention reach, replies, retweets, etc.
What Have You Sold Today?
We would also recommend that you use a campaign code in your CRM so social aggregated leads can be tracked. SAP do this and recently announced they had €1 Billion in pipeline created through social. SAP also introduced gamification to provide an incentive for sales reps to add leads created against the social selling campaign code.
I’m aware of larger companies that have a sales enablement department to manually create their own score using metrics such as:-
- Average number of connections with % of C – Level Execs
- Number of searches and profiles reviewed
- Number of Groups people are members of
- Number of Inmails sent
- Number of Recommendations, etc, etc
- % of people within a team with a Twitter Account
- % with a buyer centric profile
- Number of Tweets sent
- Average number of followers
Often these companies are also using social internally to run the business and I’ve seen measurements like this created by team
Enterprise Social Network
- % of people active on the network
- Average number of followers, etc, etc
At some point in your journey you may want to look at leader boards and the product Rise (used to be called Leader Board) is a great example of this https://www.rise.global/gallery/home
Rise will allow you to create your own leader board and you can use both internal (that is data you have access to internally within the organisation) and external data. You could create your own internal Kred / Klout score.
If you are using Rise then we would recommend that you start using elements of gamification. Just be careful with gamification there is a psychology behind this. Basically you are turning the behaviours you people to exhibit into a game. Our recommendation is that rather than having one long list you break the types of people down into groups or league tables. For example don’t have business development people competing with sales people. If we think of the British Premier League (BPL) we don’t have Colchester in the same league as Manchester United for a reason.
As you can see there are many ways you can measure a social selling program, in our experience each company will want something slightly different based on circumstances. DLA (based on our market leader position) have created a program that we can roll out within an organisation in line with our social selling and C-Suite empowerment programs. For more information give CEO and Co-Founder a call on 00-44-7823-534-557 or email him on firstname.lastname@example.org more information.
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