The document discusses how social selling has been adopted by sales professionals and how it can be measured. It provides details on LinkedIn's Social Selling Index (SSI) which measures how well salespeople use social media. The document also describes how a company called JLL implemented social selling and saw improvements in metrics like SSI, pipeline, and revenue as well as internal engagement. It advocates that social selling is important for sales success given changes in buyer behavior.

1. Lauren Mullenholz
Insights Leader, LinkedIn
The Science of Social Selling:
Measuring adoption and results with LinkedIn
Alexander Low - @JLL_Law
Head of Client Development Office Agency, JLL
#salesconnect

2. How have others seized the opportunity?
MeasurementEducationExec Alignment

3. SOCIAL
Success Stories Social SelIing Index
(SSI)
ADOPTION
Pipeline & Revenue
ROI

5. SSI Defined

6. Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82

7. The components of social selling
Create a
professional
brand
Find the
right
people
Engage with
insights
Build strong
relationships
100

8. The impact of SSI
New clients
Meetings secured
Opportunities generated

9. How do we really look?

11. It’s lonely at the top
46.7%
51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%

12. Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%

13. ANZ
30.0
ASIA
24.1
EMEA
27.9
LATAM
21.2
NAMER
30.1
SSI by Region

14. ANZ
+33%
ASIA
+36%
EMEA
+34%
LATAM
+46%
NAMER
+29%
SSI by Region

15. United
Kingdom
30.7
France
23.0
The
Netherlands
31.8
SSI by Country

16. United
Kingdom
+27%
France
+33%
The
Netherlands
+29%
SSI by Country

17. Tech and professional services lead
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14

18. But retail, manufacturing, and auto are growing quickly
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
+37%
+37%
+43%

19. The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+’16-’17
Tech/Media
Professional Services
Retail, Auto,
Manufacturing
34
2015
21
2015

20. SMBs show greater social selling adoption
27.1
27.9
30.5
Enterprise Mid-Market SMB

21. 27.1
27.9
30.5
Enterprise Mid-Market SMB
SMBs show greater social selling adoption
+32%
+32%
+34%

22. The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+’16-’17
SMB
ENT, Mid Market
31
2015
27
2015

23. Globally there’s room on the adoption curve
All Sales Professionals
Median: 22
SC Attendees
Median: 63
0 100

24. Leaderboard
1 93
2 92.8
3 92.7
4 92.5
5 92.1
6 91.7
7 91.5
8 91.4
9 90.3
10 89.9
Richard van der Blom
Alan Crean
Xavier Monty Wendy van Gilst
Oliver S. Bauer
Ben Savage
Marcus Leathwood
Jordi Gili
Craig Evans
Paul Lewis

25. 19.2
23.1 24.3 24.3
Competitor 1 Competitor 2 Competitor 3 Competitor 4 JLL (all non HR
Employees)
JLL UK Social
Sellers
50.6
24.8
from belief to adoption
JLL’s SSI compared to competitors:
Benchmark is composed of SSI of global non HR employees in Cushman & Wakefield (incl DTZ), Lambert Smith Hampton, Colliers International, CBRE
SSI

26. 44%
46%
10%
0%1%
33%
62%
5%
0-20 21-45 46-69 70+
JLL’s journey: creating a competitive advantage
5X
Over

27. Focus shifts to more sophisticated techniques as SSI
scores increase
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-20
21-69
70+
SSIBuckets
Professional Brand
Professional Brand
Professional Brand Right People
Right People
Right People
Insights
Insights
Insights
Relationships
Relationships
Relationships

28. Ahead of the competition in all SSI components
1.3xEstablish a
professional
brand
1.9xFinding the right
people
2.3xEngaging with
insights
3.4xEstablishing
relationships

29. From SSI to outcomes
2.5x 3.2x
Profile views from
decision makers
Business decision
maker connections
JLL vs. competitors…

31. JLL’s story: selling internally as a starting point

32. 53% of customer loyalty driven from sales
experience
• Rep offers unique, valuable perspectives
on the market
• Rep helps me navigate alternatives
• Rep helps me avoid potential land mines
• Rep educates me on new issues and
outcomes
• Supplier is easy to buy from
• Supplier has widespread support across
organization
53%
Source: CEB

33. Buying decision making process
57%
Learn
Define
Needs
Assess
Options
Make
Decision
Result
Source: CEB

35. 35.0
40.0
45.0
50.0
55.0
8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15
SSI
From belief to adoption
JLL’s social selling story
Initial Investment
& Training
Initial Coms
& Gamification
Additional
Training
50.6

36. 0
1
2
3
4
5
6
7
8
9
10
1 11 21 31 41 51 61 71 81 91 101
Pre Sales Navigator
August 2015
JLL’s social selling story
From belief to adoption
NumberofSalesNavigatorUsers
Median 50.8
SSI
Median 36.4
SSI

37. User success stories
34.7
78.3
125%Increase in SSI
since becoming
a SN user
​ When I first joined, we tended to do quite a
lot of cold calling. We don't do as much of
that anymore. We’ve got many more
avenues where you can get warmer leads
and warmer introductions.
​ Dan Brown, Business Development

38. Dashboards are used to consistently measure
behavior and leaderboards drive adoption

39. The SSI free dashboard is generating organic interest

40. 50.7
36.9
12.7
11.1
22.7
13.8
10.0
8.5
5.3
3.4
Pre-Sales Navigator vs. August 2015
JLL has implemented SSI and seen impressive results
14%Increase in
establising a
professional
brand
18%Increase in finding
the right people
54%Increase in
engaging with
insights
64%Increase in
establishing
relationships
33%Increase
in SSI

41. JLL employees establish themselves as thought leaders
Measuring soft ROI: employee engagement
Social engagement
Sharing content
Behavior around CRM
Breaking down silos

42. ROI at JLL
£0
£50,000
£100,000
£150,000
£200,000
£250,000
£300,000
David and Dan
RevenueinPounds
£1M+
in pipeline
£250,000
Closed

43. Unlock your company network

44. This is the new talent solutions – any sales
organization that doesn’t have this is behind the
competition
Competitive advantage concept
Tool + sales skills

45. You can’t change what you don’t measure
SSI matters and accountability is key
Celebrate success

46. ©2015 LinkedIn Corporation. All Rights
Reserved.

47. The evidence is very clear for social selling
Changing customer buying behaviour
57%
of the buying
journey is done
BEFORE a sales
rep is involved.
54%
of people are now
involved in the
average B2B
buying decision.
75%
of B2B buyers now
use social media
to research
vendors.
90%
of decision makers
say they never
respond to cold
outreach.
74%
of buyers choose
the sales rep that
was FIRST to add
value and insight.

48. Key drivers of customer loyalty
Source: CEB
53% 19% 9%19%
Sales
experience
Company
and brand
impact
Product and
service
delivery
Value-to-
price ratio

49. 2005 2009 2012 2015
15Handicap
10Handicap
8Handicap
17Handicap

51. User success stories
​ I think my increase in SSI was probably
saving my contacts, creating some leads
and then actually using it on a really
regular basis.
​ Alana Gilpin, Customer Relationship Manager
SSI score
49