If you are a regular reader, you will know that we love the reports created by Simon Kemp and we highly recommend that you follow him on LinkedIn. Please connect with him on LinkedIn here or twitter here.
You will also know that I write my own summary of the latest reports and here is that summary.
The full report is available here for free.
The highlights on digital for April 2022
The number of people on the internet is now over 5 billion
Social media usage us up again!
Social media usage has grown to a total of 4.65 billion users, which is 58.7% of the world's population.
Which is 900,000 new social media users every day for the past year!
However, if we focus just on ‘eligible’ audiences aged 13 and above, data suggests that roughly three-quarters of all those people who can use social media already do.
Or over 9 in 10 internet users now visit social media platforms every month.
More than 4 in 5 working professionals now use social media for work-related communications.
Social media platforms also rank relatively highly for frequency of use, with nearly two-thirds (63.2 percent) of professionals between the ages of 16 and 64 saying that they use social media for daily work communication.
The average person is on social media for 2 hours 29 minutes per day
The average person now spends on average 2 hours and 29 minutes per day on social media, this is up 4.9% or 7 minutes from last year. In the Philippines they spend 4.49 hours a day.
Search is changing - social media is catching up with search engines
It's interesting that 95.2% of people use the internet for social media, where as 82.4% use the internet for search.
8 out of 10 decision makers in B2B say social media plays a crucial role in their research.
Here you can see that social media is fast approaching search as the place where buyers get their information on brands and products.
Meanwhile, almost 38 percent of B2B decision makers say that they discover new products and services relevant to their work via social media channels.
Conversations with experts, colleagues, and peers remain the primary sources of information when B2B buyers are researching purchases, with roughly 9 in 10 corporate decision-makers citing these channels as influential in their work-related research. Which is why having a personal brand, a buyer centric profile and a wide and varied network is critical in B2B sales.
Roughly 8 in 10 B2B decision-makers also say that social media plays an influential role in their research, putting social media ahead of trade press outlets like online and offline magazines in terms of influence in the B2B buyer journey.
What about adblockers?
Ad blockers, on average are used by 36.3% of the online population.
Here are the reasons why people don't like ads.
Here are some other highlights
Social media is now more popular for business use than business video calls.
Worldwide, 35% of purchasing organizations use social media to contact suppliers and in China, this is over 50%
Hope you liked this ...
Now Imagine .....
Imagine, I pick you up tomorrow in my car and drive you to a place which is full of your prospects and customers. All you have to do is go up and have a conversations with them.
Remember, social media is, social media. In the past you interrupted somebody with a cold call or an email and pitched your services. As social media is being social on media, interrupting and pitching does not work.
If I walked up to you at a social event and pitched, you would make your excuses and go and talk to somebody else.
So how about tomorrow, I pick you up in my car and we go to a place where all your prospects are hanging out. You can stay as long as you want. All you have to do is have a conversation with them. It's that simple, if you are interested, read on.
What is social selling?
Here at DLA Ignite, we define social selling as
"Using your presence and behavior on Social Media to build influence,
make connections, grow relationships and trust, which leads to
conversation and commercial interaction."
It's not witchcraft, it's enabling your salespeople to work from home, (or the office) and create conversations with prospects and customers. Conversations on social media and conversations that convert.
The problem with the name "social selling" is that people think that this is selling on social. All these pitches that you get on social are not social selling, they are spam.
The other thing you need to know about social selling is that this isn't about "putting out some videos" or "putting flowers on your profile" or "going viral" this is about revenue, EBITDA, you winning business from the competition and having a competitive advantage.
With anything you do on social there are two questions you need to ask
2. How much revenue / EBITDA am I getting as a business?
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
Andrew Ferrier who is the CEO of Display Technology Ltd and in this article it talks about why Display Technology have adopted social selling. His team have also created a social media strategy with help from our partner, Crux.
Their social media mission statement is
“We want to position ourselves as a forward-thinking, knowledgeable team of individuals who are all experts in our own right, therefore, collectively awesome!”
Andrew also says in that post
"Adopting this (social selling) strategy has taken all of us well outside of our comfort zones but the rewards we have seen in a short period of time have created an excitement within the business development team (new term for sales team).
Because of the nature of social media, quite often you can get instant results. Even if that is just a comment left on your post, or a like, or someone taking the time to want to connect with you.
The excitement around the sales team is infectious, it’s no longer a chore to reach out to the market place because the results can be instant and are there, right in front of you."
What sort of results can you expect?
If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
What happened? They buyer was on social media looking for a solution to their problem, spotted one of the Namos salespeople, who had a buyer-centric profile and asked if the salesperson could help them. That turned into a $2.6 million deal.
Go and look at their LinkedIn profiles .... look how they can have digital conversations, create insightful content. This could be your company!
We are the only social selling and influence company in the world to offer a certificate in social selling provided by an independent qualification body (OfQual) and sponsored by the Institute of Sales Professionals (ISP).
Other articles you might be interested in ....
Articles for the CEO
Articles for Sales leadership
Can programmatic social selling sort my pipeline issues?
Articles to support sales people - sales process and sales tips
Can I use prospect sequencing with social selling?
Articles to support channel and third party selling
Articles to support Account Based Marketing / Account Based Selling - ABM - ABS
Articles about Employee advocacy
Articles for Marketing
Our VP of Sales Just got 83 likes on a LinkedIn post, so that means we are social selling? No!