Social101 smb

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This deck covers the basics of social media and some strategies for thinking about the space. I hope you enjoy.

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  • Before I begin, just a word from our lawyers.  This is our safe harbor statement which if you cannot read, you can find on our website.  Any purchasing decisions you make should be made based on currently available technology.
  • 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
  • http://smallbiztrends.com/2012/09/20-free-social-media-monitoring-tools.html
  • Social101 smb

    1. 1. Go Make Some Friends!Social Media SimplifiedCory Hartlen, PMMchartlen@salesforce.com@coryhartlen
    2. 2. Safe harbor statement under the Private Securities Litigation Reform Act of 1995:This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertaintiesmaterialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the resultsexpressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could bedeemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or otherfinancial items and any statements regarding strategies or plans of management for future operations, statements of belief, anystatements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering newfunctionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in ouroperating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of anylitigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, ourrelatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases ofour service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling tolarger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. isincluded in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recentfiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the InvestorInformation section of our Web site.Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currentlyavailable and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions basedupon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.Safe Harbor
    3. 3. 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
    4. 4. 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?
    5. 5. Customers Are 40% More Likelyto Spend Money with Brandsthat Engage on SocialSources: Bain & Co 2012: Putting Social Media to Work
    6. 6. 51% of Consumers Are MoreLikely to Buy a Product or BrandAfter Liking Them on FacebookForrester 2011: Competitive Strategy in the Age of the Consumer
    7. 7. Companies That Don’t Engageon Social Have 15% HigherChurnGartner Press Release and Quote Carol Rozwell August 1st 2012
    8. 8. 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.
    9. 9. 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.
    10. 10. 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
    11. 11. Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGContent is KING
    12. 12. Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGCommunity
    13. 13. Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGConversation
    14. 14. Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGCollaboration
    15. 15. Thank You!Contact us at www.salesforce.com/marketing-cloud or:| THE FIVE C’S OF SOCIAL MARKETINGConnections
    16. 16. 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
    17. 17. 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…
    18. 18. Marketing PR HR Sales Cust. Serv.Blogs Forums Facebook Twitter YouTubeAvoid The Silos
    19. 19. Marketing PR HR Sales Cust. Serv.Blogs Forums Facebook Twitter YouTubeSocial Media Council
    20. 20. MarketingPRHRSalesCust. Serv.Blogs Forums Facebook Twitter YouTubeCommunity TeamHub and Spoke
    21. 21. Thank You!Contact us at www.salesforce.com/marketing-cloud or:Whoshouldlisten?
    22. 22. | IT ALL STARTS WITH LISTENING, BUTFOR WHAT?IdeasComplaintsCompliments CrisisCompetitionCampaignInfluencersNeeds
    23. 23. | WHO CAN LEVERAGE SOCIALLISTENING?Public RelationsMarketingProduct MarketingMarket ResearchMarket ResearchCompetitive IntelligenceConsumer AffairsCustomer ServiceRecruitment and HRInvestor RelationsSales
    24. 24. Getting a Foothold in Social MediaA Get-Started Guide For Small and MediumBusinesses
    25. 25. You’ve heard the buzz.1. Get Educated.2. Listen.3. Find Your Personality.4. Define Success.5. Participate.6. Measure, Measure, Measure.7. Don’t be Afraid to Fail.
    26. 26. 1. Get Educated.BooksBlogsWeb Sites
    27. 27. 2. Listen.Brand, Competition, IndustryHow to get started: Freebies
    28. 28. 3. Find Your Personality.Social media will not succeed unless thepeople behind it are excited about doing it.
    29. 29. 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
    30. 30. 5. Participate.You have to be part of the conversation, and that means understandingand embracing the culture of social media.
    31. 31. 6. Measure, Measure, Measure.Focus on ways to measure the effects thatthe relationships you build have on your business.
    32. 32. 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

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