B2B Social Media Huddle - Jamie Grenney - Salesforce Journey
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B2B Social Media Huddle - Jamie Grenney - Salesforce Journey

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Jamie Grenney from Salesforce shared these slides at the B2B Social Media huddle in Bracknell on December 7.

Jamie Grenney from Salesforce shared these slides at the B2B Social Media huddle in Bracknell on December 7.

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  • Good insights into a such a well-known brand’s social media practices. It’s very well organised and I noticed the training and certification emphasis, and also that you use Google Sites for your internal wiki. Walter @g2m http://xeesm.com/walter
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  • Build the volunteer army Communicate strategy Raise their game by sharing best practices Help them understand the best voice to use Individuals acting on behalf of the company Need to maintain a consistent brand Keep individuals out of PR jail or worse
  • Why Is it Important to Register Who is managing the password? Have the authors been through social media training? Does it have a clear charter? Has the name been blessed by marketing?
  • When it comes down to it there are far reaching implications to social media and lots of benefits which your company can derive. It starts by thinking about what mediums are most appropriate for your users. Then what goals are most important to your company. Once you’ve honed in on this, it’s worth trying to work out an elevator pitch. Scott Meldrum at Tivo. SM Elevator Pitch - Social Media delivers our messaging and content with greater "targeted" reach and frequency than we can buy with paid media. Best of all, it provides this targeted reach and frequency by way of a distribution channel that is far more effective at selling the benefits of our product; our customers. Why pay to deliver 100% of our messages and content into a one way communication channel when we can subsidize and support a multi-dimensional conversation between our brand, our customers and their social networks?
  • Start by thinking about your customers -Where are they today -What conversations do they want to have Crystallize the business benefit -If you don’t have that elevator pitch that aligns with your company’s core challenges, you’re going to have challenges getting off the ground. -If you can’t articulate the value to people in different departments, you’re going to be a one man show. What are the business benefits you hope to achieved though an investment in social media? Can you rally the resources needed to support the initiative? How are you going to measure success? Invest in training and certification -It’ll help you reduce the risk and show you’re in control -It will also help you raise your game to that of your top performers.

B2B Social Media Huddle - Jamie Grenney - Salesforce Journey B2B Social Media Huddle - Jamie Grenney - Salesforce Journey Presentation Transcript

  • Jamie Grenney Sr. Director of Social Media http://twitter.com/jamiegrenney Setting Your Social Media Strategy
  • Three Pillars Of Online Community Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas LinkedIn Facebook YouTube Twitter Our Channels On Other Sites Slideshare Flickr Blogs Facebook YouTube Twitter Other Conversations on the Web Partner Sites Forums
  • Community On Our Site
    • Our biggest community today
    • Control over user experience
    • Deep analytics and CRM integration
    Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas Facebook LinkedIn YouTube Twitter Our Channels On Other Sites Slideshare Flickr Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
  • Our Social Media Channels
    • Broaden exposure to new audiences
    • Meet people where they live
    • Leverage tools which are interactive and viral
    Discussions Blogs Guides Knowledge Conversations On Our Site User Groups Ideas LinkedIn Facebook YouTube Twitter Our Channels On Other Sites Slideshare Flickr Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
  • Conversations Taking Place on the Web
    • Encourage evangelism
    • Monitor conversations
    • Engage where appropriate
    Facebook LinkedIn YouTube Twitter Our Channels On Other Sites Slideshare Flickr Discussions Blogs Guides Knowledge Community On Our Site User Groups Ideas Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
  • Three Pillars Of Online Community Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas LinkedIn Facebook YouTube Twitter Our Channels On Other Sites Slideshare Flickr Blogs Facebook YouTube Twitter Other Conversations on the Web Partner Sites Forums
  •  
  • Needed a Cohesive Video Strategy Video on Our Site Video on YouTube
  • Whitehouse.Gov Proved it Was a Viable Approach Branded YouTube Channel Mirror Image On Their Site
  • Standardizing on YouTube Branded YouTube Channel Branded Players On Our Site
  • Benefits We’re Seeing from YouTube See the Sources of Traffic Able To Measure Content Quality Consolidated View of Video Library Leveraging Their Ad Platform Running UCG Campaigns
  • Back of the Envelope ROI YouTube Video 91K Video Views 40% Unique Impressions $14 Value Per Impression $509k Net Benefit $100k Video Production, Promotion $25k Infrastructure Costs: custom players, advertising $125k Total Costs ~300% ROI
  • Figure Out Your Mix of Video
  •  
  • What is Twitter All About? Email Weekly or Monthly Updates Blogs Weekly or Daily Updates Twitter Daily or Hourly Updates 1995 2000 2010 2005
  • Our Core Goals with Twitter Get People to Re-Tweet Us Build Our Followers Listen & Engage in Conversation
  • Different Types of Twitter Channels Personalities Branded Channels
  • Listening Platforms & Coordinated Follow-Up Radian6 Salesforce for Twitter Co-Tweet
  • Training & Certification
  • With the Real-Time Web There is No Undo Button Imagine Your Post Plastered on a Billboard on the 101 for All the World To See
  • Social Media Guidelines
    • Required reading for employees who participate in social media – aka every employee
    • Publically available on the homepage of our blog
  • What’s In Bounds, What’s Out of Bounds
    • Stick to writing about what you know
    • Be honest & transparent
    • Quality matters
      
    • Don’t tell secrets
    • Don’t talk about financials
    • Don’t talk about unannounced customers
    • Don’t make forward looking statements
       
  • Don’t Hesitate to Escalate – We’re Here to Help
    • Jane Doe – PR Team & Escalations
    • Bob Smith – Social Media & Online Community
  • Register All New Channels
    • Does it have a clear charter?
    • Has the branding been blessed?
    • Who is managing the password?
    • Have the authors been through social media training?
  • Identify Yourself as a Salesforce Employee
  • Social Media Has Far Reaching Benefits
    • Increase Rep Productivity * Answers, YouTube
    • Improve Customer Success * Answers, YouTube
    • Drive Evangelism & PR * Twitter, Facebook, YouTube
    • Enhance SEO Strategy * Blogs, Answers, YouTube
    • Generate Leads * Twitter, YouTube
    • Harness Innovation * Ideas, Twitter
    • Gain Customer Insight * Twitter, Answers, LinkedIn
    • Create Competitive Differentiation
    Product Marketing Sales Support
  • Where Do You Begin?
    • Start by thinking about your customers
      • What sites are they using today?
      • What are they comfortable with?
      • What types of conversations do they want to have?
    • Align with the business
      • What are the business benefits you hope to achieve through social media?
      • Can you rally the resources needed to support the initiative?
      • How are you going to measure success?
    • Invest in training and certification
  • Jamie Grenney http://twitter.com/jamiegrenney