I did my first big Twitter group tweet last week. It’s called a “tweetcast.”
Three companies — Adly (adly.com), Evolve! Inc. (evolvesinc.com) and KiteDesk (kitedesk.com) — combined resources and invited 22 experts, including me, to tweet the answers to seven questions as they were posted. The result was a firestorm of tweets, re-tweets and assorted comments.
It was an overwhelming success — hundreds of tweets per minute and value messages flying all over Twitter-space.
KiteDesk, Evolve! and a few others were sponsors and responsible for the platform, the communications, the experts, and creating a set of questions for us to reference and tweet answers to. Below are the questions and my tweeted answer replies.
Question 1: Isn’t spending too much time on social media dangerous? I’d rather my team sell versus tweet.
- Spend as much time on social selling as you do watching some dumbass TV show.
- Allocate time, don't spend it — at least an hour a day to build your social net worth.
- All customers are looking for value; why not communicate with all of them at once.
- Anyone that does not allocate at least an hour a day communicating value messages to customers is a fool.
Question 2: Give me real examples of situations where social selling produced results. Better yet, tell me how social selling has produced results that would not have been possible without it (company name, campaign, outcome, etc.).
- Note well: Just because you are ready to sell does not mean they are ready to buy.
- Value messages, not sales messages, will ultimately create buyers.
- Wanna meet more valuable people on social selling networks? Offer more valuable messages!
Question 3: How do best-in-class companies measure and manage social selling results?
- Apple doesn't measure — how are they doing? Microsoft does — how are they doing?
- Apple doesn't measure — how are they doing? Blackberry does — how are they doing?
- Measuring results of social media and social sales is a total waste of time — just do it!
Question 4: How do I get my team to change their behavior to incorporate social selling into their routine?
- Marketing: Solicit testimonial videos and real-life examples that can be posted on Facebook and YouTube.
- Marketing: Provide your team with a full suite of messages and things to say to their customers.
- Marketing: Provide your team with a full suite of social selling templates.
Question 5: What is marketing’s role in social selling and how can the two departments work together to produce results?
- The best role for marketing is to get all their salespeople up and running on social media and social selling.
- The best role for marketing is to prepare all salespeople with a full suite of social selling tools.
Question 6: Are there holes in the social sales toolbox? If so, what’s missing?
- It's not just social sales, it's social service. How good are you at social listening?
- Missing from 99 percent of all social selling messages: a value message to the prospective buyer.
Question 7: Are traditional sales tools such as email and phone calls still relevant? Why/why not?
- Great salespeople combine traditional selling and social selling. There’s plenty of place for both.
- Traditional sales calls and traditional selling has lost part of its value and its efficacy based on social selling.
Results: I was re-tweeted and “favorite” more than 250 times during this event; I gained more than 100 new Twitter followers.
Short answer: It worked. Long answer: I want to (will) do it again.
Free GitBit: Jeffrey Gitomer has created a digital book with 365 of his best tweets. If you'd like a copy, go to gitomer.com and enter the word RETWEET in the GitBit box. For public event dates and information about training and seminars, visit gitomer.com or email email@example.com.