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...
Community On Our Site <ul><li>Our biggest community today </li></ul><ul><li>Control over user experience </li></ul><ul><li...
Our Social Media Channels <ul><li>Broaden exposure to new audiences </li></ul><ul><li>Meet people where they live </li></u...
Conversations Taking Place on the Web <ul><li>Encourage evangelism </li></ul><ul><li>Monitor conversations  </li></ul><ul>...
Three Pillars Of Online Community Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas LinkedIn Facebook...
 
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 L...
Back of the Envelope ROI YouTube Video 91K Video Views 40% Unique Impressions $14 Value Per Impression $509k Net Benefit $...
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 1...
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 T...
Social Media Guidelines <ul><li>Required reading for employees who participate in social media – aka every employee </li><...
What’s In Bounds, What’s Out of Bounds <ul><li>Stick to writing about what you know </li></ul><ul><li>Be honest & transpar...
Don’t Hesitate to Escalate –  We’re Here to Help <ul><li>Jane Doe  – PR Team & Escalations </li></ul><ul><li>Bob Smith  – ...
Register All New Channels <ul><li>Does it have a clear charter? </li></ul><ul><li>Has the branding been blessed? </li></ul...
Identify Yourself as a Salesforce Employee
Social Media Has Far Reaching Benefits <ul><li>Increase Rep Productivity * Answers, YouTube </li></ul><ul><li>Improve Cust...
Where Do You Begin? <ul><li>Start by thinking about your customers </li></ul><ul><ul><li>What sites are they using today? ...
Jamie Grenney http://twitter.com/jamiegrenney
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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.

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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 &amp;quot;targeted&amp;quot; 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

    1. 1. Jamie Grenney Sr. Director of Social Media http://twitter.com/jamiegrenney Setting Your Social Media Strategy
    2. 2. 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
    3. 3. Community On Our Site <ul><li>Our biggest community today </li></ul><ul><li>Control over user experience </li></ul><ul><li>Deep analytics and CRM integration </li></ul>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
    4. 4. Our Social Media Channels <ul><li>Broaden exposure to new audiences </li></ul><ul><li>Meet people where they live </li></ul><ul><li>Leverage tools which are interactive and viral </li></ul>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
    5. 5. Conversations Taking Place on the Web <ul><li>Encourage evangelism </li></ul><ul><li>Monitor conversations </li></ul><ul><li>Engage where appropriate </li></ul>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
    6. 6. 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
    7. 8. Needed a Cohesive Video Strategy Video on Our Site Video on YouTube
    8. 9. Whitehouse.Gov Proved it Was a Viable Approach Branded YouTube Channel Mirror Image On Their Site
    9. 10. Standardizing on YouTube Branded YouTube Channel Branded Players On Our Site
    10. 11. 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
    11. 12. 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
    12. 13. Figure Out Your Mix of Video
    13. 15. What is Twitter All About? Email Weekly or Monthly Updates Blogs Weekly or Daily Updates Twitter Daily or Hourly Updates 1995 2000 2010 2005
    14. 16. Our Core Goals with Twitter Get People to Re-Tweet Us Build Our Followers Listen & Engage in Conversation
    15. 17. Different Types of Twitter Channels Personalities Branded Channels
    16. 18. Listening Platforms & Coordinated Follow-Up Radian6 Salesforce for Twitter Co-Tweet
    17. 19. Training & Certification
    18. 20. 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
    19. 21. Social Media Guidelines <ul><li>Required reading for employees who participate in social media – aka every employee </li></ul><ul><li>Publically available on the homepage of our blog </li></ul>
    20. 22. What’s In Bounds, What’s Out of Bounds <ul><li>Stick to writing about what you know </li></ul><ul><li>Be honest & transparent </li></ul><ul><li>Quality matters </li></ul>   <ul><li>Don’t tell secrets </li></ul><ul><li>Don’t talk about financials </li></ul><ul><li>Don’t talk about unannounced customers </li></ul><ul><li>Don’t make forward looking statements </li></ul>   
    21. 23. Don’t Hesitate to Escalate – We’re Here to Help <ul><li>Jane Doe – PR Team & Escalations </li></ul><ul><li>Bob Smith – Social Media & Online Community </li></ul>
    22. 24. Register All New Channels <ul><li>Does it have a clear charter? </li></ul><ul><li>Has the branding been blessed? </li></ul><ul><li>Who is managing the password? </li></ul><ul><li>Have the authors been through social media training? </li></ul>
    23. 25. Identify Yourself as a Salesforce Employee
    24. 26. Social Media Has Far Reaching Benefits <ul><li>Increase Rep Productivity * Answers, YouTube </li></ul><ul><li>Improve Customer Success * Answers, YouTube </li></ul><ul><li>Drive Evangelism & PR * Twitter, Facebook, YouTube </li></ul><ul><li>Enhance SEO Strategy * Blogs, Answers, YouTube </li></ul><ul><li>Generate Leads * Twitter, YouTube </li></ul><ul><li>Harness Innovation * Ideas, Twitter </li></ul><ul><li>Gain Customer Insight * Twitter, Answers, LinkedIn </li></ul><ul><li>Create Competitive Differentiation </li></ul>Product Marketing Sales Support
    25. 27. Where Do You Begin? <ul><li>Start by thinking about your customers </li></ul><ul><ul><li>What sites are they using today? </li></ul></ul><ul><ul><li>What are they comfortable with? </li></ul></ul><ul><ul><li>What types of conversations do they want to have? </li></ul></ul><ul><li>Align with the business </li></ul><ul><ul><li>What are the business benefits you hope to achieve through social media? </li></ul></ul><ul><ul><li>Can you rally the resources needed to support the initiative? </li></ul></ul><ul><ul><li>How are you going to measure success? </li></ul></ul><ul><li>Invest in training and certification </li></ul>
    26. 28. Jamie Grenney http://twitter.com/jamiegrenney
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