Social Media ~ 7 min

The London Social Selling Summit: Social Media and Business Come Together

Jean-Louis Benard, CEO, Sociabble
Jean-Louis Benard CEO

At Sociabble, combining social media and business in the form of social selling is one of our specialties, and we love to educate companies about its benefits. But something we enjoy even more is putting our heads together with other industry leaders and sharing our collective knowledge on the topic, to help companies get the most out of their social selling platform, and turn their employees into thought leaders and effective online sellers.It’s a time to explore new ideas, talk about our experiences, and learn as much as we can as well. Which is why this last week in the UK, we were thrilled to host our London Social Selling Summit. Speakers included Angelica Reyes, Head of Marketing Europe at Freshworks, Allison Meekins, Executive Digital Branding Coach at Tricycle, Jochem Verberg, Co-Founder of Tricycle, and our own Sociabble CEO and Co-Founder Jean-Louis Bénard. Below are a few of the tips and ideas that were discussed, including the latest trends in social selling that companies need to be aware of.

Tip #1: Start a conversation. Don’t just share content.

According to Angelica Reyes from Freshworks, “Everyone is doing social selling, but not everyone is doing it right.” And it’s true—many companies have come around to understanding the importance of social selling, yet have difficulty implementing it properly and achieving success. One fundamental aspect of social media and business that is often overlooked is this: it’s not just about sharing content, but about becoming part of a conversation.

Too often, it is seen as a one-way street rather than a multi-faceted dialogue. Yes, supplying content to share is helpful, but that in and of itself is not enough, and essentially will only lead to cold sales.

Content needs to be created, commented upon, and new ideas need to be explored. Industry trends, competitive analysis, breaking news, personal stories, etc.

This helps employees become thought leaders in their own online ecosystem, it encourages the formation of online relationships, it builds links with prospective clients, and it ultimately leads to new prospects and sales. The KPI’s need to evolve with the behavior as well—employees aren’t going to become social wizards overnight.