Table of Contents Part 1 - Objectives, Expectations, Audience, Key ...... 3 Objectives and Expectations ...... 3 Audience ...... 3 Key Messages ...... 3 Part 2 - Understanding Social Selling ...... 4 Social Selling is Relationship Building ...... 4 Social media is the new phone ...... 5 The Importance of Content and Conversation ...... 5 The Effect ...... 7 Part 3 - Building Your Online Presence ...... 7 Optimizing Your LinkedIn Profile ...... 7 The First Impression ...... 7 Pro Tips: ...... 9 How to ask for recommendations ...... 11 Exercise - How to add Connections ...... 16 Exercise - How to search for the right Connections ...... 18 Exercise - Finding LinkedIn Groups ...... 19 Optimizing your Twitter Profile ...... 19 Getting Started on Twitter ...... 20 Exercise – Optimizing Your Profile ...... 20 Exercise – Finding Content To Share ...... 21 Understanding Twitter Lists ...... 21 Exercise - Subscribing to Twitter Lists ...... 21 Exercise – Creating and Populating a List ...... 21 Part 4 Managing Your Time on Social Media ...... 22 Content Recipe ...... 22 Exercise: Writing posts for sharing content ...... 22 Recommended Tools ...... 23 Exercise – Configuring Hootsuite ...... 24 Twitter Searches ...... 26 Using LinkedIn for Salesforce ...... 28 Measuring and Reporting your results ...... 28 Appendix A: Air Canada Sales Team Persona – Overview ...... 1 Appendix B: Twitter Content Sources ...... 1 Appendix C: Eight Tips for Growing a LinkedIn Network ...... 2 Appendix D: Understanding and Using Twitter ...... 3 Appendix E: Social Media and Social Selling Resources ...... 4

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Part 1 - Objectives, Expectations, Audience, Key Messages

Objectives and Expectations As a Business Development Manager in the Corporate Sales team the primary objective is to attract and grow the corporate customer base in support of revenue and market share growth. The role has responsibility for developing and increasing Air Canada’s presence in the market with a key focus on the Toronto area. The position is focused on incorporating online tools, primarily social media and in-person networking to create and nurture corporate business relationships to build Air Canada’s presence both online and offline.

Audience Primary B2B audience: Corporate business professionals in Toronto and surrounding area  Customers and prospects  Roles: Senior Executive, procurement professionals travel managers, travel arrangers and business travellers

Secondary  Canadian travel and business influencers/bloggers in Toronto and online  Travel and tourism representatives in Toronto and surrounding area  Media as a conduit to influence the general public, focus on business travel market

Key Messages Key messages need to embody the Vision, Mission and Corporate Brand Values recently developed by Air Canada Marketing. The Corporate brand values to be communicated are:  Secure  Service-minded  Visionary  Canadian

The Brand Essence of “Go Far” should be communicated in the tone and should provide a theme for the type of content to be shared and promoted.

The Personality Traits outlined in the Marketing Brand Framework are:  Quietly Confident  Stylish  Approachable  Insightful  Attentive

These qualities provide the foundation and should guide the style, tone and approach of the the Manager, Business Development and the messages communicated on social networks, in discussions

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with corporate prospects and customers as part of relationship building activities at events. These traits must be top of mind at all times.

The role of an Air Canada sales representative is to internalize and personalize the Air Canada brand and the objective of the program is to increase presence and awareness, and ultimately revenue, of Air Canada in the primary market of Toronto.

Part 2 - Understanding Social Selling

In 2015, Social Selling is now an essential strategy for every B2B salesperson to understand and employ in order to remain competitive in today’s global marketplace. Study after study confirms that sales people and teams meet or exceed their quota with greater frequency when adding social selling to their sales toolkit. Now is the time to embrace this emerging trend.

This guide will focus on three key areas. The first part, will explore social selling as a concept, explaining what the opportunity is, how the traditional sales approach has evolved and how to take social selling beyond online lead scraping. Part two will show you how to optimize your LinkedIn and Twitter accounts, following recommended best practices. Finally, this guide will show to manage your time when using social media while measuring your results.

Social Selling is Relationship Building When you decide to engage in Social Selling it’s important to understand that you don’t need to reinvent the wheel. Much like selling offline, social selling is about building relationships and starting conversations. The secret to social selling is the same as traditional selling. It’s about networking and honing your ability to build relationships. The difference now is that in 2015, many of these conversations and relationships are being developed online, rather than in person. It’s important to recognize the power of social networking as a business tool. It’s just like regular networking only on a scale you could never replicate in the physical world. Social selling is an extension of the traditional sales process.

It’s also essential to recognize the fundamental shift that has occurred in the buying process, one that has irreversibly altered the purchase process and re-shaped the traditional sales funnel (pictured to the right). Today the sales funnel is not linear and the path to purchase has infinitely more influences other than the salesperson.

Technology, specifically the Internet, has created a shift in power from the seller to the buyer. Buyers now have more control than ever before in the sales process. A study by Acquity Group shows that 90% of buyers start their journey by researching online. What’s more, buyers today are often invisible for much of the buying process. A study by the Corporate Executive Board reported that B2B buyers get 57% of the way through a buying decision before they engage a sales representative. The “invisible sale” is one in which a highly qualified lead finds you instead of you spending time finding them; and where they find you is online. With a few clicks of their mouse and the use of a , buyers can find

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information about any product or service they may be considering. A recent IBM Preference Study showed that cold calls are ineffective 97% of the time, and this number has been increasing by 7% every year since 2010.

The ramifications of this change are profound. Prospects are self-educating and postponing, or outright avoiding, interacting with a salesperson until as late in the buying process as possible. By the time a salesperson makes contact with a prospect, that prospect likely already has a shortlist of options in mind and may be asking you for nothing more than a quote. This represents a fundamental shift in the way buyers, especially B2B buyers, acquire information to make informed and intelligent purchasing decisions.

A social selling strategy that focuses on sharing relevant, timely content that is of value and participating in online conversations is an efficient and effective way to bring prospects into your sales funnel.

Social media is the new phone Inevitably anyone in sales who has not used social media for selling or evolved to a social selling approach will say that they do not have time to play around on social media because they have sales calls to make. But what those who are new to social may not realize is that social is the new phone. It is both an inbound and outbound way to connect with prospects and customers. Is it the best method for all contacts? Absolutely not, but it does allow you to contact and connect with more people in a day than you’d likely be able to call in a week using just the phone. Social media allows you to scale, exponentially reaching more contacts, more efficiently, and to be found online when your prospects are making a buying decision.

The Importance of Content and Conversation To be successful using social when selling it is important to establish relevance. One of the best ways to accomplish that is to provide useful content and engage in conversations. By becoming a trusted source of quality information in your industry, you put yourself out in front of a wider range of prospects, who will turn to you when the time comes for them to consider a purchase. By regularly contributing relevant content over social platforms such as LinkedIn and Twitter and engaging in online conversations, you’ll increase your online reach and become top-of-mind for buyers looking to make purchase decisions.

There are many different forms of content that you can share on your social media platforms. It can be something as simple as a status update on LinkedIn or a link to a well-produced YouTube video on Twitter. Additional types of content include:

● “Evergreen content”, which stays relevant for years ● Topical content, often based on current events or trends ● “How-to content”, providing instruction ● List content, often taking the form of “top five/ten” lists ● Videos and photos ● Testimonials

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● Answering questions, could be long-form in a blog or short-form in aQ&A session via a TweetChat ● Polls and Surveys ● Infographics ● eBooks ● Podcasts ● Presentation content via Slideshare ● Webinars ● Thought Leadership assets, which include blog posts, white papersand case studies

As an Air Canada sales team member, you’ll have many sources of content to reference: ● Content from the sales communication team including: ○ Flash/ Logimondes Communication –travel trade audience that includes travel advisories, NTPs, weekly fare flash ○ Business Matters – corporate audience ○ Asia News ○ Connected ○ Holiday greeting cards ○ e-invites ● Corporate events – external and customer supported events ● Inaugural flight gate activities/events ○ Vancouver-Osaka May 1 ○ Toronto to Lima May 2 ○ Montreal to Venice May 14 ○ Toronto to Amsterdam June 4 ● AC product information including Corporate Rewards program ● Air Canada’s branded social media accounts: ○ LinkedIn Company Page: [Link] ○ Twitter Page: https://twitter.com/AirCanada ○ Facebook ● Go Far Blog: http://gofar.aircanada.com/

Also be sure to connect with all business and personal, “real world” connections you have that have an online presence. By connecting with coworkers on LinkedIn and Twitter, you facilitate the introduction process and grow your sales network exponentially. Your connections will be sharing content of their own, which you can comment on and re-share. You can also join them in online conversations.

On the subject of monitoring and joining online conversations, it is important to understand that social selling and engagement is more than lead scraping. Jumping into a conversation last minute with a pitch or contacting someone privately “hey, I have a product to help solve your problem!” is not the path to success nor is it best practice in social selling. This type of action amounts to a modern form of cold calling. For the most part you’ll come across as spamming and will quickly be tuned out by your prospects. Social selling requires a regular and sustained effort – a commitment to stay active online and

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through social networks. It will take time and a consistent effort to establish yourself up as a credible resource in your field.

The Google Effect Buyers today, especially business buyers, have easy access to a wealth of online tools and information. This makes them less dependent on the branded content produced by a vendor – such as a company website and product brochure – and far less dependent on the sales representative to make a purchasing decision. Prospects are self-educating by searching online, often reviewing several external sources including their peer network and discussion forums for reviews. This represents a fundamental shift in the way people search for and acquire information. The buying process is becoming increasingly invisible to sale representatives as the buyer hides behind the anonymity of a .

The Google Effect refers to our instinct to “Google it” anytime we want to find the answer to a question. We are being trained by technology to expect that the answers to all our questions can be found in the palm of our hand via our . We believe that search will deliver relevant, reliable information to answer our question and help to inform a buying decision. Our mobile phone has evolved from a simple communication device to what has been referred to as Encyclopedia Phontanica. People looking for answers simply “Google it”.

Part 3 - Building Your Online Presence Your digital footprint already exists and is often the first impression of your personal brand.

Optimizing Your LinkedIn Profile Since its inception, LinkedIn has been marketed as a social hub for professionals. Many people think of LinkedIn is an online resume but in fact it’s so much more. By joining LinkedIn and growing your network you’ll be able to access more information about prospects and customers than ever before. When you visit a connection’s profile, you’ll be able to see where they work, where they used to work, what their title is/was, projects they’ve lead and, if applicable, see the mutual connections you share. The first step to success is an optimized profile.

The First Impression Just like in real life, first impressions online matter. And today your digital footprint is your first impression. That’s why your LinkedIn profile, especially the top of your profile page is so important. There are three “first impression” assets that require special attention. They are: ● Your Profile Photo ● Your Overview ● Your Summary

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Your Profile Photo - While a picture of you on the beach or at a summer BBQ might be fun for Facebook, it is not appropriate for LinkedIn. A professional headshot is required for your LinkedIn profile. Profiles with pictures elicit a 40% InMail response rate. Strive for professional but not stiff. Choose a current, hi- res picture that would make a buyer feel confident trusting you with their business.

Your Professional Headline - Along with your photo, this is the most visible part of your profile so maximize your words here. Note that there is a 120 character limit. The headline is auto populated from the title and company name of your current position but be sure to customize this section for maximum impact. In addition to listing your job title and company name, highlight your value proposition. It is important to use relevant key words that people will use to search for you. Answer two questions: Who do you help and how do you help them? Craft your headline to be a mini value proposition, packed with verbs and other active language.

Your Summary - Before writing your summary you need to answer a couple of questions. Who do you want to reach with this message? What would you like them to learn or do? Answer these questions to make your intentions clear. Following that, it’s time to sell yourself by listing your biggest accomplishments, your top skills, your passions and quantifiable figures (ex. Under my guidance, sales increased %30). This is also the place to include keywords that you want to be associated with. These will help your profile be found in online searches and by other LinkedIn members. Remember you want to highlight how you can help your prospects and customers.

3X3 Summary - Three paragraphs with three or fewer sentences each. Reiterate your value proposition in the first, and provide some social proof of how you help clients achieve results in the second. Include a concise call to action in the last that explains why and how a buyer should reach out to you.

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Pro Tips: You can customize your public profile URL. Custom public profile URLs are available on a first come, first served basis. 1. Move your cursor over Profile at the top of your homepage and select Edit Profile. 2. Click the URL link under your profile photo. It will be an address like www.linkedin.com/in/yourname 3. Under the Your public profile URL section on the right, click the Edit icon next to your URL.

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4. Type the last part of your new custom URL in the text box. 5. Click Save.

Detailing Your Experience As you scroll down your profile, the next step is to fill in your experience. Start with your current position and work your way backwards. Again, think about relevant key words, who your audience is and how your experience provides proof that you can help a prospect or buyer solve a problem.

In addition to listing your prior job titles and responsibilities, LinkedIn allows you to seek out recommendations from past colleagues and showcase projects you have worked in the past. This can include PDF reports or documents you produced, videos of speeches or interviews you gave and PowerPoint presentations. Recommendations are LinkedIn’s version of testimonials and provide your profile with an increase in credibility. Sending a recommendation request is easy and encouraged by LinkedIn. To seek out recommendations, visit your profile page, click on the drop down arrow and select on Ask to be recommended. Then choose the job you want to be recommended for and by whom.

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How to ask for recommendations You can ask your connections to write a recommendation of your work that you can display on your profile: 1. Move your cursor over arrow next to the endorse button 2. Select Ask to be recommended 3. Follow the prompts to request the recommendation. 4. Click Send.

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Air Canada Employees with Great Profiles To provide some inspiration, here are a few examples of colleagues who already have great LinkedIn Profiles.

Anna Innis

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Duncan Bureau

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Lisa Pierce

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Exercise - How to add Connections While anyone could be a potential connection, it’s important to be strategic when beginning to grow your list. Firstly, LinkedIn has some controls in place to prevent abuse by users and bots. Anytime you make a request to add a connection, you’ll be asked to indicate how you know this person. If you don’t have any prior connection to the person you’re trying to connect with, LinkedIn will ask you to provide their email address.

Build your network with an eye to quantity and quality. Send customized invitations to anyone you’ve interacted with, either in person or online. It’s okay to send a connection request to someone you’ve never met, but make sure to personalize the invitation that provides context around for your request.

You can invite people to connect in four different ways:

● By visiting a member's profile and clicking the Connect button on their profile page. ● Through search results - You can click Connect to the right of the person's information. ● The Add Connections page - You can search your email address book to find contacts or invite them using their email address. ● The People You May Know page - By clicking the connect icon under the person's name.

For this exercise, we will navigate to the Add Connection page and use your Outlook email address to search for potential connections.

When you send someone a request to connect, they will receive an email notifying them. You can see what this email looks like in the image below. It’s best practice to personalize your message as much as possible. Here are two examples below, one non-personalized, the other personalized.

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The Importance of Personalization It’s recommended to take an extra few seconds to craft a personal message when ever you add a new connection to your network. Bellow we see the non-personalized default message compared with a personalized note.

Non-Personalized vs. Personalized

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When you’re adding connections, a strategic approach to building your connections is to follow the five layers in the pyramid below, starting from the bottom and working your way to the top.

Start with close professional friends and associates. These are people who you know well and are likely to quickly respond to your request. Think of these connections as the foundation of your network. Next, connect with past and current coworkers and bosses. With this strong foundational base of connections in place, you can begin focusing on vendors and strategic partners. Adding clients to your connection list is useful to both parties. They will be see your latest updates, while you get to learn more about their buying habits and needs as consumers. Finally influencers are the people you engage with at conferences, over social media or at other events. They are typically the type of people who are well- known in their industry and they may hold prominent positions in an organization, often you’ll see these individuals giving speeches at conferences.

Exercise - How to search for the right Connections LinkedIn has an advanced search function that can be used to contacts using very specific search criteria. The example below uses the Title “travel manager”, Location/County “Canada”, within 55km of a Toronto Postal Code and delivers 170 results.

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Exercise - Finding LinkedIn Groups LinkedIn groups can often be a hub of industry discussion. You can find and join LinkedIn groups by searching for groups from the Groups “You May Like” page or the Search field at the top of your homepage. Sometimes when you request to join, group managers may review your request to join or ask for additional information to make sure you meet their membership criteria.

The example below is common in LinkedIn groups. Someone will kick start a discussion by posting a provocative blog post, which generates discussion from members within the group. This is a great place to engage with prospects and customers from outside your connections list and to show of your industry expertise.

 As a group let’s search for and join three industry groups on LinkedIn

Optimizing your Twitter Profile While those unfamiliar with Twitter may view it simply as a platform for people to share mundane facts or trivial updates, this micro-update platform punches well above its weight. Politicians, journalists and influential bloggers and online personalities often take to Twitter when they want to start a conversation in 140 characters or less. It was Twitter that brought us the now ubiquitous #hashtag that is now popular on other social platforms, including Instagram and even Facebook. By becoming an active and engaged tweeter, you’ll put yourself out in front of potential sales prospects, customers and industry influencers, which provides a scalable platform for relationship building that is necessary to achieve sales objectives.

Using a Twitter account will also help boost your presence in Google’s search results. More often than not, when a person’s name is “Googled”, their Twitter and LinkedIn profiles appear near the top of the

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search results. It’s best practice to “own” your number one Google result placement and having an active Twitter account is a great way to achieve this.

In addition to boosting your online presence through increased “Google juice”, Twitter is one of the best sources for searching industry news and content. The ubiquitous nature of Twitter means every news and industry publication, magazine and is likely to have a Twitter presence. This gives you a lot of content to redistribute (on your own Twitter page and on your LinkedIn profile) and to comment on, generating discussions with potential clients.

Getting Started on Twitter The signup process for Twitter is fairly simple. When you decide to sign up, you’ll be asked to provide your Name, E-mail address, to choose a username and provide a password.

A username or “handle” is how your are identified on Twitter, and is always preceded immediately by the @ symbol. Many people like to use their real names, although with over 300B users it is getting more difficult to secure your own name as yoru handle. Others opt to use a user name that reflects their professional expertise. A fictional example of this could be @ACSalesGuru. The choice is a personal one. Select whichever makes you more comfortable.

The @ sign comes into play whenever you want to speak to someone directly in Tweets: "Hello @AirCanada!" People will use your @username to mention you in Tweets, send you a message or link to your profile. Mentioning other users in your Tweet by including the @ sign followed directly by their username is called a “mention.” A mention refers to Tweets in which your @username was included.

Exercise – Optimizing Your Profile Once your profile has been registered and confirmed by email, it’s time to begin optimizing your profile. By clicking the Edit profile you’ll be able to edit your account details:  Header photo (recommended dimensions are 1500x500 pixels)  Profile photo (recommended dimensions are 400x400 pixels – also recommended that you use the same professional photo as on LinkedIn, for consistency purposes)  Name  Bio (maximum 160 characters)  Location  Website (When using Twitter for business purposes on a Corporate environment it is recommended to use your company url AirCanada.com, or a hyperlink to your LinkedIn profile)

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Exercise – Finding Content To Share To build a presence, you’ll need to understand how to curate content that is relevant to your industry and sales goals. To do this, you need to find relevant sources of content that you share with your followers.

 Find and follow relevant Twitter accounts (prospects, customers, business travel publications, journalists, strategic partners)  Monitor your twitter feed on a daily basis and Retweet relevant content, can also share (copy and paste) content on LinkedIn  Refer to the spreadsheet at the end of this guide and follow all Twitter handles listed

Understanding Twitter Lists A list is a curated group of Twitter users. You can create your own lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the users on that list. Popular examples of lists include location lists (ie.“Toronto People,” “Toronto Events” or “Toronto News”) or Industry lists (“Travel” or “Aviation). A good example of a Toronto-themed list can be viewed here: https://twitter.com/bvsiness/lists/toronto-business

It’s also recommended to find and follow Lists with your competitors. This list of airlines includes 149 airlines from around the world. https://twitter.com/JohnnyJet/lists/airlines

Twitter lists can be private or public. When creating a list to use for personal purposes to help you sort and organize your Twitter contacts, it’s best to use set your list as “Private”. Examples of Private lists include prospects, customers, industry, competitors or partners. There are many useful Public lists that you may want to create or subscribe to. The two examples above are Public lists. If you are looking for Travel Bloggers or Financial Services companies search to see if these lists already exist.

Exercise - Subscribing to Twitter Lists To subscribe to/follow other people's lists:  Click on Lists when viewing someone's profile.  Select which list you'd like to subscribe to.  From the list page, click Subscribe to follow the list. You can follow lists without following the individual users in that list.

Exercise – Creating and Populating a List  Click on the Lists tab on your Profile page.  Click “Create List”.  Create a name for your list and enter a short description. Choose if you want to make your list private (just for you) or public (anyone can subscribe to it).  Click “Save list”.

Adding People to a list

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 Click on the person icon on the profile page of the person you’d like to add or remove from a list. You do not have to be following them to add them.  Select “Add or remove from lists”.  A pop-up will appear giving you the option to assign the user to any of your existing lists. You can uncheck any lists you would like to remove the user from.  To make sure your list was updated, click on the Lists tab on your Profile page. Click on the list you’re checking on and select “Members”. The person you added should appear there.

Part 4 Managing Your Time on Social Media

Content Recipe Now that you’ve established your social media profiles, it is time to make social selling a part of your daily routine. It is recommended that you devote 30 to 60 minutes a day to make connections, share content, engage in conversations and build relationships with prospects and customers. A consistent and sustained effort is required to build your online and social media presence.

When it comes to sharing, the most popular rule of thumb in social media today is the 4-1-1 rule. It advises social sellers to share:  four pieces of relevant content produced by others (customers, prospects, influencers, advocates),  one piece of content from your company that adds value  one branded piece of content or message that is product or promotional in nature

Too many posts about you and your company will lead to a gradual tuning out from your followers. It is essential to be generous with your social sharing and think of what will be of value to your audience.

When considering what kind of content to share, evaluate the following. First, always keep in mind who your audience is. You want your content to be something that they will find interesting. A popular maxim encourages social sellers to seek out R.I.T.E content: Relevant, Interesting, Timely and Entertaining. Keep these four attributes top-of-mind as you search out content to share with your followers.

Exercise: Writing posts for sharing content As a group, let’s all find a piece of content (article, blog post, video) to share and post on Twitter. Instead of simply posting the headline and URL, craft a message that will generate interest among your followers.

We will be sharing this content over Twitter and LinkedIn. The post for Twitter will be limited to roughly 100 characters, when accounting for the hyperlink to the piece of content. You will have to be concise to

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get the most out of your words. On LinkedIn, you can craft a longer message to entice your followers to engage with the content you are sharing.  Find content to share (follow R.I.T.E. guidelines)  Craft a message tailored to your followers on Twitter  Craft a message tailored to your followers on LinkedIn  Post to Twitter  Post on LinkedIn

Recommended Tools Your time is limited and you’re going to want to get the most out of your 30-60 minutes a day of social selling. There are certain tools that are available for free, that you can use to help you maximize your time online.

Hootsuite: Hootsuite is the most popular social media dashboard out there. The free platform, which you can access from your web browser, brings together all of your social media streams (Twitter, LinkedIn) into one place. Youtube Tutorial : Hootsuite for Beginners https://www.youtube.com/watch?v=ltQp4LqqwKg

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Some of Hootsuite’s most valuable features include:  The ability to manage multiple accounts on multiple social networks including LinkedIn, Twitter, Facebook and Google+  The ability to view activity from all your social networks and accounts in one place  The ability to schedule posts (more details below)

Exercise – Configuring Hootsuite Together, we’re going to set up our Hootsuite accounts. Once set up, we’re going to set up our streams and schedule posts for a future date.

 Visit https://hootsuite.com/ and sign in using your Twitter credentials  Set up your Twitter streams (Home, Mentions, List)  Find a piece of content to share and schedule it to post at a later date by clicking on the calendar icon.

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Tweetdeck Tweedeck is similar to Hootsuite. It allows you to organize and build custom timelines, keep track of lists, searches, activity and more—all in one interface. However, its focus is squarely on Twitter and does not allow posting to LinkedIn or other social media platforms.

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Twitter Searches Searching on Twitter.com You can search for users, keywords and hashtags from the search bar located in the upper menu on Twitter.com. Your results will show a combination of Everything, including people, Tweets, and more. When viewing search results, choose to view Top or All results by selecting the options at the top of your search results timeline.

Using Google to Search You can search using Google to find the social media profiles of prospects and customers. Their social media profiles will often be at or near the top of Google’s results. We can see a clear example of this below.

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Pro tip: If you’re searching for someone with a common name (ex. John Smith), try adding their city location and/or the social media platform that you’re seeking them on. (ex. “John Smith LinkedIn” “John Smith Calgary”)

Using Hootsuite Search You can also use your Hootsuite Dashboard to perform searches. Hootsuite’s strongest asset is its ability to monitor conversations. When you search a term by clicking on the magnifying glass icon in the top right corner of your dashboard. You can then save any search topic into a new stream, which you can monitor in real-time.

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Using LinkedIn for Salesforce The LinkedIn for Salesforce application lets you view LinkedIn information about leads, contacts, accounts, and opportunities right in Salesforce. After installing the app, you don't have to switch between multiple tabs and browsers to gather key profile, connection, and activity information about your leads and accounts. For a quick overview of LinkedIn for Salesforce, watch this video.

Measuring and Reporting your results Measurement allows you to monitor, course correct and ensure your efforts are bearing fruit. Whether you’re looking to grow your number of followers, prospects or revenue targets to meet, you need to know which of your activities are working best. For our purposes, we will be looking to measure our activity-based results in four key performance indicators.

The list below provides you with some goals and action items to help support you in your sales objectives.

1. Lead generation – generate 2 new leads per week (from events or LinkedIn) 2. Event attendance – attend 5 BD qualified related events per month 3. Event sponsorships – identify 5 qualified sponsorship opportunities per quarter 4. Social media a. LinkedIn 1) Increase LinkedIn connections by 10X per week  focus on prospects and customers 2) Post a LinkedIn status update 1X per day

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3) Engage with content on LinkedIn 1X per day (Like, share, comment), seek out content from a prospect or customer as a priority 4) Participate on LinkedIn Navigator training 5) Utilize LI Navigator for sourcing leads – find and connect with 2 new leads per week 6) Secure 3 recommendations per year 7) Join 5 relevant LI groups 8) Participate in LI groups (Like, comment, share) 2X per month

b. Twitter 1) Increase Twitter Following by 20 per week 2) Increase Twitter Followers by 10 per week 3) Tweet/ReTweet relevant content 5X per day 4) Engage with contacts on Twitter 3X per day

Reporting – Social Media Dashboard The social media dashboard needs to be updated weekly and is due on the same schedule as the BD Team Weekly Activities report. A sample report is included below.

2015 Social Media Dashboard - Manager, BD as of April 6, 2015 Category Category Name Jan Feb Mar Apr LinkedIn Connections Kelly 1159 # of profile views Kelly # of actions taken Kelly Twitter Tweets Kelly 49 85 Following Kelly 129 613 Followers Kelly 276 283 Listed Kelly 1 3

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Notes:

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Appendix A: Air Canada Sales Team Persona – Overview Corporate: Persona Title Persona Brief Description Name SME Owner/President/CEO Amir 43 year old, MBA, Tech Savvy, bilingual, leading a company with 300 employees, not a lot of infrastructure so no procurement or travel manager, wants happy, engaged employees (many of whom travel) Procurement Director Ray 38 years old, BComm (Finance),C.P.P. Designation (Certified Professional Purchaser), reports to CFO, works for a large MNC with 5,000 employees, many of whom travel, highly focused on price and cost savings Travel Manager Beth 52 years old, with 25 years of experience, Bachelor’s Degree, CTE Designation (Certified Travel Executive), Six Sigma Blackbelt, balance priorities of cost savings and productive engaged employees Travel Arranger (Admin Assistant) Anna 30 years old, 1 year certificate in Administrative Assistant, arranges travel for employees, is knowledgeable about travel policy, is interested in a happy and satisfying travel experience Traveller Business travellers of all ages, all professions, all levels, all sectors, wants a comfortable, efficient and productive travel experience, aware that they must follow company travel policy

Travel Trade: Persona Title Persona Brief Description Name Travel Agency Owner/President - Glen 45 years old, MBA, 20 years agency experience, used to work at TWA, Hilton, Tzell, relationships are key Large agency to doing business, wants a partnership with travel suppliers, focus on revenue but wants a quality product for his clients Travel Agency Owner/President – Michelle 50 years old, 30 years agency experience, is looking for a relationship with travel supplier, balances Small agency priorities, is in a very competitive and price sensitive business Travel Agent – Large agency Susan 53 year old, 25 years of experience, works in a large agency as an independent home-based agent, used to own her own agency but doesn’t want the hassle of ownership anymore, needs to be a knowledgeable and attentive resource for her corporate clients Travel Agent - consolidator Christie 28 years old, 2 years experience, socially savvy, works in a call centre environment, is busy on phones all day, must have lots of product knowledge and be efficient at processing bookings Traveller Business and leisure travellers of all ages, all professions, all levels, all sectors, wants a comfortable, efficient and productive travel experience, aware that they must follow company travel policy

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Appendix B: Twitter Content Sources

Publication Name Website Twitter Handle Travel Pulse http://www.travelpulse.com/ https://twitter.com/travelpulse Travel Weekly http://www.travelweekly.com/ https://twitter.com/TravelweekGroup Travel Weekly http://www.travelweekly.com/ https://twitter.com/TravelweekGroup PAX News http://www.paxnews.com/ https://twitter.com/PAX_news OpenJaw http://www.openjaw.com/ http://www.openjaw.com/ Skift http://skift.com/ https://twitter.com/skift Canadian Travel Press http://www.travelpress.com/ https://twitter.com/CdnTravelPress Canadian Traveller http://www.canadiantraveller.net/ https://twitter.com/cantravelmag Flyer Talk http://www.flyertalk.com/ https://twitter.com/FlyerTalk Tnooz http://www.tnooz.com/ https://twitter.com/tnooz Travel Market Report http://www.travelmarketreport.com/ https://twitter.com/TravelMktReport anna.aero http://www.anna.aero/ https://twitter.com/annaaero Airline Trends http://www.airlinetrends.com/ https://twitter.com/airlinetrends Toronto Life http://www.torontolife.com/ https://twitter.com/torontolife/ The Grid http://www.thegridto.com/ https://twitter.com/TheGridTo/ YYZ Living http://www.yyzliving.com/latest https://twitter.com/YYZMag The Walrus http://thewalrus.ca/ https://twitter.com/walrusmagazine NOW Magazine https://nowtoronto.com/ https://twitter.com/nowtoronto Toronto Star http://www.thestar.com/ https://twitter.com/TorontoStar Canadian Business http://www.canadianbusiness.com/ https://twitter.com/cdnbiz Business News Network http://www.bnn.ca/ https://twitter.com/BNN Global News http://globalnews.ca/ https://twitter.com/globalnewsto CTV http://www.ctv.ca/ https://twitter.com/CTV_Television CBC http://www.cbc.ca/ https://twitter.com/CBCNews City News http://www.citynews.ca/ https://twitter.com/CityNews

Financial Post http://www.financialpost.com/index.html https://twitter.com/financialpost Globe and Mail http://www.theglobeandmail.com/ https://twitter.com/globeandmail Maclean's Magazine http://www.macleans.ca/ https://twitter.com/MacleansMag Omni News http://www.omnitv.ca/on/en/ https://twitter.com/OMNITelevision The Loop https://twitter.com/theloopca https://twitter.com/theloopca Huffington Post Canada http://www.huffingtonpost.ca/ https://twitter.com/HuffPostCanada Zoomer Magazine http://www.everythingzoomer.com/ https://twitter.com/zoomermag Flare Magazine http://www.flare.com/ https://twitter.com/FLAREfashion ELLE Canada http://www.ellecanada.com/ https://twitter.com/ElleCanada Canadian Living http://www.canadianliving.com/ https://twitter.com/canadianliving Inside Toronto http://www.insidetoronto.com/toronto/ https://twitter.com/InsideTOnews

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Appendix C: Eight Tips for Growing a LinkedIn Network

Many people send LinkedIn requests to people they do not know. This creates a network of week ties with few personal connections. It can be challenging to leverage that type of network, especially when looking for business connections that can lead to positive outcomes. The following tips can help you build a network of strong ties on LinkedIn, which helps generate business. 1. Follow an in-person meeting with a LinkedIn connection request; ensure the connection request is personalized. 2. Follow up on phone call with a LinkedIn connection request. It is great to tell the person during the call that a LinkedIn request is coming before you hang up. 3. If you had an especially productive conversation on Twitter or Google+, send that person a LinkedIn request. 4. Do not use the generic request. Add some detail about the meeting or conversation, or your reason for connecting. Context is always better. 5. Import contacts from your e-mail to find both personal and business connections. 6. Review LinkedIn suggested connections and other network connections to find new connections. 7. Connect with all work colleagues, as it shows a strong impression of your connected company to prospects. There are company administrative functions that require a connection to other employees before a person can be added to certain fields. 8. Reach out to others in your industry or target industries who are in the same LinkedIn groups as you, but make sure you add context to the request.

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Appendix D: Understanding and Using Twitter

Key Terms  Your handle is the username you have selected on Twitter, the handle is in the format of @username  A hashtag is the # symbol followed by a term and included in tweets, the hashtag has become ubiquitous on Twitter and now Facebook and Instagram and is use to categorize posts about a certain topic. Hashtags are very useful as search terms.  A shortened URL is shortened link to a web address, usually a piece of content (ie. written, photo, video, etc), Twitter automatically shortens links in order to allow more space for the tweet you compose.  To follow somebody is to subscribe to their messages  A tweet is an individual message/post  A Direct Message or DM is a private message on Twitter  A Retweet or RT is to share a message that someone else has posted, the post includes the authors handle which give attribution to that person  Trending topics are the most popular terms on Twitter at any given time

Best Practices for Twitter  Build and nurture relationships on Twitter  Always be audience focused  Share R.I.T.E content – Relevant, Interesting, Timely, Entertaining  Listen for and respond to comments and mentions about you  Do not spam people by constantly posting promotional messages about you or your company  Twitter is an incredible resource for research and information gathering, use it to its fullest potential  Ask questions  Post content that is of value to your audience and positions you are a knowledge expert on your field  Contribute positively to relevant conversations  Participate in TweetChats  Use a friendly and casual tone but always be professional  Twitter is not Facebook, do not “overshare” personal information  Leverage the real-time nature of Twitter  Look for relevant and qualified connections

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Appendix E: Social Media and Social Selling Resources

Envision Group  Skills for Social Selling workbook  Getting Started with Twitter workbook

Social Media Examiner – email subscription http://www.socialmediaexaminer.com/

Social Media Today http://www.socialmediatoday.com/

Sales For Life http://www.salesforlife.com/blog/  Great example http://www.salesforlife.com/linkedin/9-linkedin-hacks-to-find-new-hot- prospects/

Hubspot – Sales blog http://blog.hubspot.com/sales  Optimize your LinkedIn Profile for social selling – Infographic http://cdn2.hubspot.net/hub/53/file-2145628965- pdf/HubSpot_LI_Social_Selling_Profile_IG.jpg.pdf?t=1428004834462

Books  LinkedIn For Business, Brian Carter  The Business of Being Social, Michelle Carvill and David Taylor  The B2B Social Media Book, Kip Bodnar, Jeffrey L. Cohen  The Art of Social Selling, by Shannon Belew

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