Critically review the contemporary social

media trends across the world on issues of

your interest and using sociological
imagination, comment.

PSDA

Submitted by
SHRESTH
Roll No./Enrollment No./Rank 10282
Semester 1
Section D

Vivekananda School of Law and Legal Studies

VIVEKANANDA INSTITUTE OF PROFESSIONAL STUDIES
Pitampura, Delhi-110034
2021
 Social Selling - Influence the customer's buying journey

The information and decision-making behavior of consumers has changed

radically in recent years, the behavior is sensible. Customers cover around 60%
of their decision-making process before they even speak to a sales
representative from a possible supplier. Google calls this phase before the
primary contact "Zero Moment of Truth" (ZMOT). In these 60%, they use all
types of Internet sources to seek out out about possible solutions and approaches
to acute problems. Discussions on social networks play an important role during
this. Around three quarters of buyers search for information in their own
newsgroups (for example on LinkedIn) and nine out of ten decision-makers start
their decisionmaking process on the web.

Customers cover 60% of their decision-making process

before chatting with a salesman.

Whereas within the past salespeople were often ready to directly influence the
customer's first decision-making phases, their options are limited today initially
glance. it's important to position your company as relevant within the ZMOT.
this is often where social selling comes into play. But it isn't about using
platforms like LinkedIn to write down to potential contacts now rather than
calling them. Then there'll be no applause from the customer and social selling
will fail. What is really important in social selling? Basically, these 4 levels
must be observed:
1.Position the “I” brand
2.Find the proper contacts
3.Approach the contacts with solutions and expertise
4.Build strong, resilient relationships

Position the “I” brand

First of all, a meaningful and sales-relevant profile should be created. In many
cases, however, profiles look more like a résumé and are ideally suited as a
basis for a job application. They hardly provide any tangible benefit for
potential customers. Chances of positioning yourself as an expert through your
profile are largely unused. Before starting the first postings and discussion
contributions, you should first become a member of relevant groups and, above
all, “listen”.
Find the right contacts
The right contacts must be identified and selected based on the respective
market development strategy. One contact per company is often not enough.
According to the Gartner Group, 7 people are usually involved in decision-
making processes in companies (size: 100 - 500 employees). There are
enormous opportunities here for social selling: To quickly obtain transparency
about the possible decision-making structure of the customer via the social
networks.
Approach the contacts with solutions and expertise
The power of social selling can then develop fully, if not haphazardly
information, digital image brochures or similar. to be posted to the contacts. The
good social seller, analyzes the contact persons, understands their challenges
and then places valuable information precisely. He uses a combination of e-
mail, in-mail and telephone. In order for this to work successfully and, above
all, in the long term, close cooperation with marketing and possibly other areas
is essential. Marketing must prepare exciting articles, posts, reports, etc. for
sales and thus ensure sufficient material that the individual sales employees can
use. Conversely, sales must feed the relevant topics back to marketing.
The good social seller analyzes the contact persons, understands their
challenges and then places valuable information precisely
Build strong resilient relationships
Only those who maintain their network and stay in regular contact will be
remembered and continue to plant themselves as experts in the customer's
“relevant set”. Of course, not every post or comment will come across a needs
situation with the customer and generate business. That is why perseverance is
also important when it comes to social selling, and persistence pays off here too.

Is your own organization fit for social selling?

Social selling is very likely to fail if left to the creativity and willingness of each
individual. Like any other sales strategy, social selling also needs the necessary
framework conditions to get started. “Social Selling Days” - as described at the
beginning of the article - should not be uncommon, but should of course be part
of the sales force's activity planning. Key figures on the number of contacts,
“likes” in postings and comments, tweets, etc. must be integrated into the
company's key figure system.
The following test points help to determine to what extent your own
organization is fit for successful social selling:
 The company has a social selling strategy
 Sales know how successful social selling should be
 The company has KPI's to measure social selling activities
 Other departments (especially marketing) are familiar with the social
selling strategy and know how to provide optimal support
 The sales executives coach their employees' social selling
 Social selling is part of the regular performance reviews
 Social selling is discussed at sales meetings
You often hear that customers are not yet ready for social selling, are not even
represented in the networks or do not want to. Certainly, the generation of baby
boomers or Generation X as “digital immigrants” still find it difficult to distance
themselves from the classic approaches and to immerse themselves in the
unknown world. Such "alternative facts" are quickly sought to justify their own
rigidity. But in times when 95% of decision-makers ignore classic "cold calls"
and 75% of buyers prefer virtual contact, you should get involved in new
approaches and increase your social selling index. Social Selling Index? Yes,
there is; google it. PS: Google was only founded 20 years ago.

Communities will develop and take control. Isolation and social distancing
increased the need to socialize and connect. Next year will witness the
continued increase of online communities, and these groups will become more
crucial for businesses to cultivate relationships and address their needs.
The report concluded that 2022 is the year of the "now" consumer. More than
ever, consumers need to be the focus of every piece of content, strategy, or
campaign put into action. The secret to winning over your audience is engaging
your audience. I have to adapt and move on to platforms that will help win the
hearts and minds of Filipino voters.