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http://www.youtube.com/watch?v=QUCfFcchw1wPlay the Social Media Revolution, youtube linkConclusion: the social web’s impact on society will be much bigger than the era of mass media.For business, it isn’t just the domain of the media or advertising dept (like TV/advertising); it will affect every job (like the phone).How many of you use the television as a communication tool to get your job done? How many use the phone?
Your customers, prospects, analysts, detractors and advocates are social.. They are having important conversations that either need immediate responses or hold valuable data about your products and operations. -There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about your brand, products, competitors, and industry.
Adding up the view counts for first dozen results all related I get 11,730,708 views, from Dave Carroll, response from United and Taylor guitars.
Tell the P&G story
ROI of social media, all starts w a goal.
Social Listening does not live in one corner of the enterprise. Social listening provides value across multiple departments. HR listen for people who are in search of a job, or candidates who are about to interview. Consumer Affairs can keep a close watch on product issues, Market reasearch can leverage broad social conversations for R&D and product development
Go Make Some Friends!Social Media SimplifiedCory Hartlen, PMMchartlen@salesforce.com@coryhartlen
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Thank You!Contact us at www.salesforce.com/marketing-cloud or:The Nature of the Social MediumThe social web’s reach is now bigger than TVIt’s messages can propagate faster; they last longerMessages are more trusted because they move through anetwork of trust (friends)No single institution controls it; everyone is a participantThe “social phone”: It is a multi-purpose medium, morelike the phone network than TV/mass media**| CREATING A LISTENING ORGANIZATION
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE SOCIAL DIVIDE:Yourcustomers, employees, suppliers,fans and detractors are social.This is your community!How do you seizethe opportunity?
Customers Are 40% More Likelyto Spend Money with Brandsthat Engage on SocialSources: Bain & Co 2012: Putting Social Media to Work
51% of Consumers Are MoreLikely to Buy a Product or BrandAfter Liking Them on FacebookForrester 2011: Competitive Strategy in the Age of the Consumer
Companies That Don’t Engageon Social Have 15% HigherChurnGartner Press Release and Quote Carol Rozwell August 1st 2012
Thank You!Contact us at www.salesforce.com/marketing-cloud or:JUNE 2006Asleep at the wheel: Comcast technician becomes poster child for poor customer service.1.3 million view the video.Social Relevance: Comcast humiliation caused a change in priorities. Soon becomes industryleader in Twitter customer service help.
Thank You!Contact us at www.salesforce.com/marketing-cloud or:JULY 2009United Airlines handles hundreds of lost and damaged baggage complaints each year.But aggrieved Dave Carroll went viral with his ballad of a broken guitar.Social Relevance: United had 9 months to placate Carroll before he penned his protest song.Instead they were confronted with a backlash millions empathized with.
Thank You!Contact us at www.salesforce.com/marketing-cloud or:That’s Created a Fundamental Shift inMarketingTraditional MarketingInterruption marketingCompany controls brand perceptionTrust company messagesEyeballs and earsCentralized presence (www)Buy a list of names to emailSocial MarketingInvitation marketingCommunity shapes brand perceptionTrust friend recommendationsHearts and mindsDistributed presenceSocial listening & engagement
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGContent is KING
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGCommunity
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGConversation
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGCollaboration
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGConnections
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE SEVEN OUTCOMES OF SOCIALMARKETING-Jason Falls, Nobullshitsocialmedia.com• Enhance Branding orIncrease awareness• Protect Brand Reputation• Facilitating PR• Building Communities• Improving Customer Service• Driving R&D• Increasing Sales
Thank You!Contact us at www.salesforce.com/marketing-cloud or:| ALIGN YOUR DEPARTMENT ANDCORPORATE GOALS17Listen/AnalyzeMeasureEngage/ContentYour Brand YourCompetitorsYour IndustryLove thenew…Productreview…Greatarticle on…ViewCounts…Share of Voice How manyShares?Hiringa CTO…BloggerOutreach…Having a problemwith…
2. Listen.Brand, Competition, IndustryHow to get started: Freebies
3. Find Your Personality.Social media will not succeed unless thepeople behind it are excited about doing it.
4. Define Success. Are you hitting the mark?You have to know what you want out of this game. Write it down, and tie each goal backto your larger business picture.Increased Brand AwarenessMore Site TrafficIncrease Product SalesReduce Customer Support Costs
5. Participate.You have to be part of the conversation, and that means understandingand embracing the culture of social media.
6. Measure, Measure, Measure.Focus on ways to measure the effects thatthe relationships you build have on your business.
7. Don’t Be Afraid to FailFailure is the tuition you pay for Success-Walter BrunellIf I find 10,000 ways something wont work, I haven‘t failed. I amnot discouraged, because every wrong attempt discarded is anotherstep forward.- Thomas Edison