by Tim Hughes | @Timothy_Hughes | LinkedIn
Shock, horror… Tim Hughes, social selling innovator and pioneer telling you to stop your Social selling project. Yes!
Regardless of if you are running your social selling program as a pilot or enterprise wide, you must have a proper governance structure involved and know the expected outcomes. The outcomes should not be measured in followers, Klout, SSI score etc but in revenue.
You must know the answer to the question “How much incremental revenue will you generate with social?”
Often we see people use other metrics but at the end of the day you must be seeing an (incremental), so net new revenue uplift. Otherwise why do it?
Often we often see reasons for kicking off social selling projects without clear, strategy, measures or return on investment (ROI). Money poured down the drain with no clear governance structure or change program in place.
After all social selling and putting a measurable program isn’t rocket science.
One additional piece of advice
Most projects in the past such as ERP and CRM or managed by “consultants” are about efficiency. Taking old process and getting “more for less”. Social selling isn’t about the “old school” management consultancy of the past. Social selling is different. Your “helpers” internal or external must be tasked and measured on creating that incremental revenue.
Leads, meetings and higher than 70 SSI scores might be indicators, but you will sell more and take revenue from your own social selling competition.
Make sure that people managing the project are tasked with this!
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.
