Facebook’s new targeting + social selling + what’s in your bag

Welcome to The Watercooler, issue 32.

LMTD has picked out some of the most interesting digital and social media stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry.

Something else you’d like to see? Let us know at news@teamlmtd.com.

Look deeper with Facebook’s new targeting

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Facebook reckons there are as many as 92 million expats using their platform — and they’ve just announced a new targeting feature to help your brand connect with them.

Available worldwide in all Facebook ads interfaces, including the API, the new targeting means you can now reach expats living within a given country (like those living in the UAE) and expats originating from a specific country (like people born in Brazil but living abroad).

The implications for travel businesses like airlines or holiday companies are obvious. Indeed, we have been working closely with Etihad Airways and Facebook to use this feature to great effect surrounding ticket sales around Diwali last year.
LMTD‘s Senior Strategist, Tom Bird, offers his take: ‘The potential power of Facebook targeting has always been immense and with the introduction of an Expat layer, it takes it to another level. We’ve seen amazing results using this methodology with Etihad, and would love to see Facebook extend the home countries we can target so we can do even more.’

Nationality-specific targeting is currently available for users from Brazil, Indonesia, China, South Africa and India.

Up your social selling game on LinkedIn

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According to LinkedIn VP of Sales Mike Derezin, “Online is how perceptions are shaped, so for anyone working in sales today, it’s a real miss to not make it core to their strategy.”

That must be why they’ve put together this infographic, giving there 347+ million members a crash course in sharpening their social sales technique. If you’ve been working hard to build a network but you’re not sure how to turn them from contacts to sales leads, you’ll want to take a look.

Our top takeaways include:

Your LinkedIn profile is not your resume […] Use it to demonstrate the value your bring to your clients: sales is all about presentation, and presentation isn’t always all about what you’re selling. Talking about why your client can’t live without your product is just as important — if not more so.

75% of B2B buyers now use social media to research purchasing decisions: pull this one out whenever you’re requests for social budget are shouted down in the marketing meeting.

Nearly 64% of B2B buyers report that they appreciate hearing from a sales person who provides knowledge or insight about their business: do your research. There is no substitute for knowing your product, and knowing your market.

What’s in your bag?

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What are you bringing to work every day? The internet wants to know (at time of publishing, there are nearly 52k #whatsinmybag posts on Instagram, plus plenty of print and online features stretching back a while).

With this in mind, LMTD is interested to discover if a sneak peek can give an insight into how we think, prepare, and work (or maybe we just don’t want to be left out…). Team members, friends, partners, clients — no one is safe.

Kicking things off for us: the suspiciously curated* contents of our English Content Manager (and Watercooler wizard) Iain McDonald.

So what’s in your bag?

*there are no chocolate bars. He must be on his best behaviour.

#ICYMI

Facebook introduces free friend-to-friend payments

3 content formats to watch out for in 2015

YouTube’s interactive cards

The top social media, marketing and productivity blogs (other than this one)

Buzzfeed’s Jonah Peretti: who needs a website?

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