Regardless if you support any of the clubs that Cristiano Ronaldo plays for (I don’t) you have to admit he is and has been one of the best players in the world. I’m saying “one of” not saying the best, to give me some leeway with people like Pele, George Best, Bobby Moore, etc etc.
But you read the title of this blog to do with social selling, you didn’t tune in for a lecture on football. Thankfully, as what I know about football isn’t much. I played until I was 12, where upon I “hung up my boots” as it was clear there were people that were very much better at it than me.
Let’s look at Ronaldo’s social media profile
On twitter https://twitter.com/Cristiano he has 76 million followers, which is pretty impressive.
He currently plays for Juventus https://twitter.com/juventusfc they have 6.41 Million followers.
Taking this to a B2B example, Mike Quindazzi https://twitter.com/MikeQuindazzi who works for PWC in the US has 110K followers, while the company he works for https://twitter.com/PwCUS which has 171K followers. That said, if you do an analysis of Mike using a product like Brandwatch (shout out to the guys at Brandwatch) you will see that Mike actually has more influence, amplification and reach than all of the PWC brands put together.
This is the quandary that corporate marketing, brands have in the employee engaged world.
The fact of the matter is that you, I and our prospects and customers want to engage with “real” people, like Cristiano Ronaldo and Mike Quindazzi rather than the companies they work for. The same here with Digital Leaderships Associates (DLA) DLAignite.com people prefer to engage with myself, Adam Gray, Alex Low, Thomas Ross, David Foo and all of the other DLA people rather than DLA corporate.
We get more people reaching out to us with “inbound” individually than we do corporately and we would expect that, as people resonate with us as individuals than they do with DLA the company.
The Business Case for People to be on Social
When we were recently on-boarding our Asian reseller, we were in the office looking at the Singtel building. Singtel https://twitter.com/Singtel have 36.8K followers on Twitter, which is great, but when you think they have 4 Million subscribers and 25,000 employees you can see that very few people are actually interested in what they say.
What Should Singtel and You Do?
For you as a business to remain relevant in today’s social, internet and mobile world you need to get your employees on social. You need to activate not just Cristiano Ronaldo and Mike Quindazzi but all your staff. Before you finish this and think this is a great way to spread your corporate content, it’s not. The reason why Cristiano Ronaldo and Mike Quindazzi are so influential is that they are authentic. They are sharing things that are important to them. Look at DLA’s social footprint. If you start seeing this as a way to share corporate content, I’m sorry, but this won’t get off the ground.
If Singtel can engage 10% of its workforce (25,000 x.1 = 2500 staff) and they all have only 100 followers, that would give Singtel access to 250,000 followers. That’s more people than they have access to right now. Now we would expect that they could activate 50% of the workforce and those people should have 500 followers, which equates to 6.25 million followers.
Let’s not forget that the 36.8K followers that Singtel currently have all low value and transactional. Singtel are just posting offers. If we can activate 50% of the workforce to share through the 500 followers, these are the people that know and love the employees. If they see authenticity, then they will share and amplify the message. Even if only 10% of the 6.25 million followers retweet that’s still 625,000 retweets (RTs) and if 10 % of those are RTed, that’s another 62,500 RTs. the spread of the message is viral.
This is what Cristiano Ronaldo Teach us about Social Selling? and why if you are not engaging your employees in a programatic social selling / employee advocacy program you are missing out on the cheapest most efficient and effective demand generation program that you can get today.
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