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Twitter Chat: From Twitter to Close - A Repeatable Social Sales Funnel - Transcript & Summary

Twitter Chat: From Twitter to Close - A Repeatable Social Sales Funnel - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 10th January 2017.

Madalyn Sklar hosted a Twitter chat with Evan Dunn around the topic of “From Twitter to Close – A Repeatable Social Sales Funnel“.

Details of our next Twitter Chat:

Topic: B2B Social Media Marketing – Tips & Best Practise for Success
Guest: Mindi Rosser – Social Media Business Strategist
Date & Time: Tuesday, 17th January 2017, 4.00pm EST

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Evan Dunn.

Q1: How do you define ROI (Return on Investment)? #socialroi
— ManageFlitter (@ManageFlitter) January 10, 2017

A1: ROI all boils down to being “worth it” – which is sometimes measurable, but often calculating is difficult w/ social media. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A1: Mathematical demonstrations of ROI are always preferable, but the pace & nature of social media make this difficult #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A1: 6 social media biz use cases 1) Posting/Monitoring 2) Ads 3) Owned Analytics 4) Enterprise Listening 5) Cust Serv. 6) Selling #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A1: With most social media business activities (of those 6), we’re left with qualitative (i.e. subjective) measures for #SocialROI.
— Evan Dunn (@evanpdunn) January 10, 2017

A1: For social selling/sales, a lot can be quantified. If I send out 200 targeted Tweets, and get ~100 clicks, I’d do that again. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A1: Results that help me reach my goals and grow my business. #socialroi
— Jason Houck (@MJasonHouck) January 10, 2017

A1: I define it as meeting your objectives and getting back what you invested into it (time, money, etc) #socialroi
— Liz Da Ponte (@lizdaponte) January 10, 2017

A1: ROI – Value received in return of giving value in the first place. Growth in awareness of your branding/services/products #SocialROI
— Alex Harris ❤ (@iamspeedyalex) January 10, 2017

Q2: Why does Twitter work so well for business? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A2: Six reasons, outlined here: https://t.co/B8WjFhLfj6 // (1) Twitter has enough user info (bios, Tweets) to target people #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A2: …Six reasons: (2) Twitter lets you access user info (e.g. open network vs. closed with privacy settings) #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A2: …Six reaons: (3) enough usage to find enough people, (4) a culture that encouragers connecting w/ strangers #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A2: Six reasons: (5) API (app programming interface) that allows helpful apps to exist, (6) algorithm that doesn’t get in the way #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A2: It’s important to realize that dislike/lack of use of Twitter doesn’t mean your audience isn’t on it. Some still are. #socialroi
— Evan Dunn (@evanpdunn) January 10, 2017

A2 I have met/developed relationships with more CEO’s, journalists, etc. on #Twitter than anywhere else. ROI is huge for me. #socialroi
— Sue Duris (@SueDuris) January 10, 2017

A2 Twitter works for business because it is pull marketing – Peoplet seek you out – like what they see – sign up for more. #socialroi
— Nancy Seeger (@SeegerN) January 10, 2017

A2: Twitter is real-time, though the lifespan of a tweet (not retweeted) is relatively short. You can reach many people. #SocialROI pic.twitter.com/Mmq8J8dRcW
— JMatt (@JMattMke) January 10, 2017

A2. I honestly didn’t “get” the Twitter craze… UNTIL I discovered Twitter Chats! #LateToTheParty #socialroi
— Susanna Conway (@ohsusannamarie) January 10, 2017

Q3: What is social selling? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A3: Social selling (or social sales) is the use of networks to engage your business’s customers, influencers and partners 1-on-1 #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A3: Social selling is often conducted thru LinkedIn, but LinkedIn is very restrictive (i.e. pay-to-play) & usually seen as spam #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A3: Social selling is best used as a way to generate awareness among target/niche/key audiences. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A3: Social selling is easily one of the best ways to monetize Twitter for business. Engage customers, influencers & partners. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A3: To me social selling should just be renamed to “building relationships and then the rest follows naturally”. a bit long, heh #socialroi
— Megan Mayle (@missmeg703) January 10, 2017

A3. Social selling is leveraging your digital networks to create & nurture relationships which enhance your sales efforts! #socialroi
— Susanna Conway (@ohsusannamarie) January 10, 2017

Q4: How is social selling different from social advertising? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A4: Difference between marketing & sales is a matter of automation for scale. Social selling aims to generate peer-to-peer eng. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A4: Both social selling & social advertising are outreach, but social selling is person-to-person. It connects more strongly. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A4: Also ad networks create bidding marketplaces for content. Social selling instead uses organic 1-to-1 to engage audiences. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

It costs money to scale. It costs time to engage. One leaves a lasting impression. One is often forgotten. Guess which is which. #SocialROI https://t.co/Ss0hQItiFJ
— Jeff Reno(e) (@Renoe) January 10, 2017

A4 social selling is making friends and influencing people. Social advertising is putting your products in front of your audience #socialroi
— Nicholas Thickett (@NThickett) January 10, 2017

A4: Social selling involves building a relationship w/prospects over time vs social ads where you for promotion #SocialROI @ManageFlitter
— Brian Honigman (@BrianHonigman) January 10, 2017

Yes, #socialselling starts w/ genuine conversations and meaningful consistent interactions. #SocialROI https://t.co/FMCzsjBeSV
— Shannon Belew (@ShannonBelew) January 10, 2017

A4) Advertising is talking AT someone. Social selling is talking WITH someone #socialroi
— Jennifer Longworth (@JoysOfMercy) January 10, 2017

Q5: How do you use Twitter to turn cold leads into warm with a sales funnel? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A5: Social Selling on Twitter in 4 steps: 1) Find target accounts 2) add to list 3) engage their content 4) engage them directly #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A5: 1) Find target accounts: fave way is to use account/bio searches for titles/keywords. “CMO” “VP Marketing” are targets I use #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A5: 2) Add to list: I keep many many private Twitter lists of target audiences. Benefit: I can come back later to engage again #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A5: 3) Engage their content: using Twitter’s hotkeys on a list, this is very quick. Starting up convos works like a charm. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A5: 4) Engage directly: You can be adding great value to someone by sending them content they’d like or inviting to coffee #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A5. Again, focus on building relationships first; and focus on your audience’s pain points. how can u make their life better? #SocialROI
— Ai Zhang (@aiaddysonzhang) January 10, 2017

A5: Direct messaging. Engaging with their tweets that are relevant. Personalizing the message. Dev relationship b4 selling #socialROI
— Jessica Krysinska (@jessii_kay) January 10, 2017

A5: Something I haven’t done yet personally. Listening to what is being said/shared <3 #SocialROI
— Alex Harris ❤ (@iamspeedyalex) January 10, 2017

@ManageFlitter A5:
✅Talk about their interests!✅Don’t be pushy
✅ Engage thoughtfully #SocialROI
— Jennifer Bulandr (@JenniferBulandr) January 10, 2017

Q6: How do you find cold leads and potential customers on Twitter? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A6: First, know your audience: how do they describe themselves? Without this, you can’t win in business anyway. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A6: Identify topical keywords, job titles, industry terms, interest signifiers that your target audience uses. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A6: Often, an effective social selling campaign involves dozens of searches bundled together to build a target audience. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A6: Note that target accounts with small followings will be much more likely to respond to your outreach. #SocialROI #SocialSelling
— Evan Dunn (@evanpdunn) January 10, 2017

A6: Stalk your competitors. Who are they talking with and who’s engaging with them? Those Users have qualified themselves to you. #SocialROI pic.twitter.com/vwnjiUNnle
— Jeff Reno(e) (@Renoe) January 10, 2017

@aiaddysonzhang write something they’ll want to read, or find an article they’ll like. Also start w/ accounts close to yours in size then build #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

Q7: How do you connect without being spammy? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A7: Being not spammy is much easier than many people think. Be customer-centric, not product-centric. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A7: Customer-centricity is all about creating content your customers care about – blogs, whitepapers, questions, surveys, etc. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A7: Product-centric = “check out our new haircare product!” Customer-centric = “10 tips for finding the right haircare product” #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A7: Product-centric messaging always feels like spam. “Buy this now!” is rarely appealing message. “Here’s free value” ALWAYS is. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A7: I have not yet found an industry that CAN’T use social selling to drive biz outcomes. Know your audience, you’ll find them. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A7: Please Lord do not under any circumstances auto DM someone. Ever. Not Ever. Seriously. Quit. Stop. Please. I’m begging. #socialroi pic.twitter.com/TJOe1YpCxa
— Jeff Reno(e) (@Renoe) January 10, 2017

A7 Seek first to understand. Always be genuine. Ask questions. Offer solutions. Practice patience. #socialroi https://t.co/XDi91UtWAd
— Mike Barzacchini (@MikeBarzacchini) January 10, 2017

.@ManageFlitter A7. Do your homework & reference something SPECIFIC. Respect their time & keep your message SHORT. & ADD VALUE. #socialROI
— Susanna Conway (@ohsusannamarie) January 10, 2017

Q8: What does social selling success look like on Twitter? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A8: Measuring social selling success on Twitter depends on your objective: Customers? Influencers? Partners? #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A8: If you’re distributing content, track link clicks vs. Tweets sent. I’ve seen 20-60% click-thru-rates this way. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A8: If you’re engaging influencers, then track the number of people who you have partnership conversations with. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A8: If you’re connecting with Go-To-Market partners, track the number of conversations that arise from Twitter. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A8: If people don’t respond to social selling outreach, & their accounts are active, check your content is it customer-centric? #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

Q9: How much social selling activity does it take to produce results? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A9: It takes a lot of selling activity to produce results, so 3rd party tools come in handy. Using Twitter itself is tedious. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A9: Generally, an effective social selling campaign gets 20-60% CTR on links, then small # of those convert, d/o conversion type. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A9: W/ #socialselling, we got Fortune 100 clients, helped Kickstarters raise lots of $$, startups get customers (esp. waitlists!) #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A9: Find social selling tools that help you work faster and smarter. Esp. adding people to lists – critical to sustained activity #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A9 It really depends. The focus should be on building trusting relationships before any sales. Show authenticity first. #socialroi
— Sue Duris (@SueDuris) January 10, 2017

A9: Depends on the efficiency of the sales partly. However much it takes to build a worthy relationship #SocialROI
— Alex Harris ❤ (@iamspeedyalex) January 10, 2017

Q10 (last question): What is your best tip for getting started? #SocialROI
— ManageFlitter (@ManageFlitter) January 10, 2017

A10: Start social selling in 30 mins: create a blog w/ list of articles for your audience (“Roundup” style), send to 20 accounts. #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A10: Begin social selling Tweets w/ name & “we thought you’d like…” – e.g. “Hi Evan, based on your bio we thought you’d like…” #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A10: I read every customer-centric social selling Tweet that comes my way. How can I not? It might be valuable! #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

A10: Also, don’t use DMs. #SorryNotSorry #TooMuchSpam #SocialSelling #GettingStarted #SocialROI
— Evan Dunn (@evanpdunn) January 10, 2017

#SocialROI: my top #SocialSelling app: @ManageFlitter No joke. I owe them a chunk of my career.
— Evan Dunn (@evanpdunn) January 10, 2017

@ManageFlitter A10:
✅Ask questions
✅ Participate in chats
✅Reply, retweet, engage
✅Show your personality #SocialROI
— Jennifer Bulandr (@JenniferBulandr) January 10, 2017

@ManageFlitter A10: Be yourself, post what you do & what you believe in.The best way to gain followers is to engage with others. #SocialROI
— Justin Bienvenue (@JustinBienvenue) January 10, 2017

We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 17th January 2017, 4.00pm EST.

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