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Social Content = Your Personal Brand

Social selling is more than just a buzzword. It is an extension of the social business that helps buyers to better get to know you, like you and trust you enough to become a loyal customer and maybe even a fan and advocate of your company. <br><br>In order to be successful in social selling, sales people need to stop talking just about themselves and their products and open up a dialogue with prospects. <br><br>Effective social selling combines strong social connections and effective content and storytelling techniques to build a strong personal brand., <br><br>These slides present the need for personal branding and also the 5 steps to effective social selling in the "day in the life of a social sales person."

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Social Content = Your Personal Brand

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  1. Social + Content = Your Personal Brand Michael Brenner SAP Vice President - Marketing & Content Strategy @BrennerMichael Social + Content + Your Brand

  2. Edelman Trust Barometer – Time for Brand You! @BrennerMichael © 2013 SAP AG. All rights reserved. 2

  3. I Think I Know What You’re Thinking? The top reasons people give for not working out, not eating right, or not building a personal brand: 1.I’m too old 2.I don’t have the time 3.It’s not important (I don’t see the value) 4.I don’t know how 5.I don’t have anything interesting to say @BrennerMichael © 2013 SAP AG. All rights reserved. 3

  4. Why Should I Be Active In Social? What is personal branding? “Those characteristics that make you unique and how you communicate that to the world. The objective of personal branding is professional success and is directly linked to the success of the company we serve.” It’s a journey . . . ~ Dan Schawbel, author of Personal Branding @BrennerMichael © 2013 SAP AG. All rights reserved. 4

  5. The myth of business vs. personal profile We are officially beyond the days where you can have a distinct “personal” and “corporate” profile. You must decide who you are and bleed it. From all accounts! ~ Lisa Barone Co-Founder, Outspoken Media @BrennerMichael © 2013 SAP AG. All rights reserved. 5

  6. Tips For Personal Branding Success • Define audience and set objectives • Why are you talking? • Who are you talking to? • What’s in it for them / you? • Build it in to every day • Scan, filter, read, connect, write, respond • Social media success = minutes per day • Have a goal: 2 blogs per week Tues / Thursday • Build relationships of mutual benefit • Social “gifts:” Retweet me, I might ReTweet you! • The new content rules • If it isn’t a keyword, no one cares • Titles matter • Bullets help • Tell stories: Hero, a quest, a journey, an obstacle and a resolution @BrennerMichael © 2013 SAP AG. All rights reserved. 6

  7. Day In The Life of a Social Sales Person Success in Less Than An Hour Per Day Success in Social has two legs: Great Content and Strong Connections Connections: Surround your target audience 1. Spend 15 minutes to define and “touch” key influencers in your space • Set a goal to engage with x influencers every day • Create an influencer twitter list, subscribe to their blog or company RSS feeds, comment on and share influencer blogs. • Use social platforms to “talk” to your connections. Ask questions like “can you recommend the best websites you go to for helpful information? Or what conferences you attending this year? 2. Spend 15 minutes adding new connections  Set a goal of adding X connections every day  On Linkedin, always use personalized email introductions based on something personal.  Use Klout to tell you who influences your target and their influencers @BrennerMichael © 2013 SAP AG. All rights reserved. 7

  8. Day In The Life of a Social Sales Person Success in Less Than An Hour Per Day Success in Social has two legs: Great Content and Strong Connections Content: Share content that is helpful or entertaining 1. Check your social inbox: Twitter mentions, Linkedin, RSS feeds 2. Add RSS feeds to email you shareable content for your network • Harvard Business Review is the most shared resource on the web (“Look how smart I am!”) • Business Insider, Inc. Mag and Entrepreneur, SmartBrief. Go here for a full list. 3. Share at least one story from LinkedIn today (what your network is reading and sharing) or the sources above. @BrennerMichael © 2013 SAP AG. All rights reserved. 8

  9. Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network” Earning an engaged audience by answering customer questions to help them innovate and grow. Connecting SAP thought leaders to the business leaders on Forbes.. Where million of engaged professionals discuss the intersection of IT and business strategy. http://blogs.sap.com/innovation/ http://blogs.forbes.com/sap/ http://scn.sap.com/community/business-trends @BrennerMichael © 2013 SAP AG. All rights reserved. 9

  10. Slides available on: Slideshare.net/MichaelBrenner Thank you! Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Twitter: @brennermichael

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