Inside Salesforce.com’s Social Media Strategy
 

Inside Salesforce.com’s Social Media Strategy

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About this Webcast ...

About this Webcast

For businesses today there is arguably nothing more important than figuring out your social strategy. Not only will an active presence bring you closer to your customers, but companies that invest in social are more profitable.

During this 60-minute webinar we’ll give you insight into how salesforce.com is using social media to grow the business. We’ll also walk through the tools, programs, and tactics that we are applying to drive social media efforts and change throughout the company.

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Inside Salesforce.com’s Social Media Strategy Inside Salesforce.com’s Social Media Strategy Presentation Transcript

  • Inside Salesforce.com’sSocial Media Strategy #SocialStrategy
  • Today’s PresentersJamie Grenney Erica Kuhl Nathan Freitas Jennifer Burnham Victor HasemanVP of Social Media Online Community Command Center Content Marketing Online Video @jamiegrenney @ericakuhl @natespeak @jennydburnham @victorhaseman
  • Safe Harbor 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 uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements 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 new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended July 31, 2012. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • Inside Salesforce.com’sSocial Media Strategy #SocialStrategy Jamie Grenney VP of Social Media @jamiegrenney
  • High Growth Company $3B Revenue Forecast FY13
  • The Playbook We’ve Used for the Past 10 Years
  • Broad Shift in Internet Usage Open, Social, Mobile, Local Desktop Internet
  • Customer Touchpoints Are Changing Customer Interactions 80 Face-to-Face Percent of Interactions Social Media Websites 40 Partners Call Centers Advisory Groups Traditional Media 0 Today 3-5 Years Source: 2012 IBM Global Chief Executive Office Study
  • “Skate to where the puck is going to be, not where it’s been.”Wayne Gretsky “The Great One”
  • How Does An Organization Adapt?
  • Organizational Models Created a Facebook Page Posted a Video Started a Blog Using LinkedIn OrganicSource: Altimeter Group
  • Organizational Models Strategist Community Content Product Mgr Producer Mgr CentralizedSource: Altimeter Group
  • Organizational Models Strategist Social Team Community Content Product Mgr Producer Mgr CentralizedSource: Altimeter Group Hub & Spoke
  • Organizational Models Brand Geo Social Team Social Teamp Hub & Spoke Dandelion or Multiple Hubs
  • Organizational Models HolisticSource: Altimeter Group
  • What is the Core Team Working On? Social Team
  • How Is Social Transforming Marketing? Product Marketing Creative Campaigns Social Online Analytics Marketing Social Team Social Team Social Website Social PR Events
  • How Are Other Departments Transforming? Product Marketing Creative Campaigns Sales Recruiting Social Online Analytics Marketing Social Team Social Website Social PR Products Support Events
  • Let’s Start with the Core Team Product Marketing Creative Campaigns Sales Recruiting Social Online Analytic Marketing Social Team Social Website Social PR Products Support Events
  • Salesforce.com’s Social Media Team ON AIR MVPS Nathan Maria Kendall Kevin Jamie Anna Victor Jared Jennifer *Erica *Maura *Matt
  • Online Community Erica Kuhl Director of Online Community @ericakuhl
  • Community = Fewer Cases, Increased Adoption 80% Of Customers Get a Quality Answer Adoption Innovation Networking Marketplace Advocacy Chatter Communities 2012
  • Closed Loop Process for Innovation 28,980 Ideas 1,698 Comments / Month 9,447 Votes / Month 1,016 Delivered Ideas
  • Breeding Ground for Our MVP ProgramKnowledgeable“Salesforce Ninjas” Accessible Actively Engaged 9+ days a monthLeaders Embody the Characteristics of the Salesforce Community
  • MVP Program Today40% 5% of Twitter of Answered Keep in mind, there are millions of Salesforce Users! 2012
  • Big Project for 2013... Chatter Communities! Profile Profiles Feeds Feeds Groups Groups Files File Sharing Mobile Mobile
  • Big Project for 2013... Chatter Communities!
  • How We’re Measuring Success 1 # of Post and Comments 2 % of Questions Answered 3 # of MVPs How do you measure success? Erica Kuhl Tweet tips & best practice resources Director of Online Community @ericakuhl #SocialStrategy
  • Three Apps That Power Our Community 1 2 3 What apps do you use? Erica Kuhl Tweet tips & best practice resources Director of Online Community @ericakuhl #SocialStrategy
  • Best Practice Resources Online Community Strategy Look Inside the MVP Program History of IdeaExchange What resources do you find helpful? Erica Kuhl Tweet tips & best practices Director of Online Community @ericakuhl #SocialStrategy
  • Content Marketing Jennifer Burnham Director of Content Marketing @jennydburnham
  • 1 Create Content That Delights Retweets Likes Shares Comments Positive Sentiment Embeds
  • 2 Turning Likes Into Leads 1,000,000 Subscribers Content & Conversations Form Completes Nurture Sales
  • What We’re Managing in Marketing Cloud 225 Content Contributors 129 350 Individual Channels Pieces of Content Per Month
  • 1 Starts with Channel Alignment Map Your Channels Consistent Branding No Broken Windows
  • 2 Grow Subscribers to Reach Critical Mass Subscriber Growth Leaderboard Set a Target: Need to Grow Subscribers 6% M/M to 2x Y/Y Top Tactics for Subscriber Growth: Content Calendar, Like Gate Campaigns, Advertising
  • 3 Build Compelling Offers Landing Page Sample Offers -Webinar -EBook -Gated Video
  • 4 Create Content to Promote Your Offer Suggested Cadence 1 Big Offer / Month 4 Blog Posts / Month 4 FB Posts / Month 16 Tweets / Month
  • 5 Track Your Campaignshttp://bit.ly/facebookmarketing http://salesforce.com/form/?id=7013000sqyy http://na1.salesforce.com
  • 6 Nurture Content Marketing LeadsClicks on a Watched a Posted a Read a Viewed a Became Liked a Re-Tweeted Brand Tweet Video Question Post Presentation a Fan Post a Post Mention SEM Free Trial Contact Me Event Registration eBook Offer 1 Lead Scoring Marketing 2 Personalized Journeys Automation 3 Campaign Attribution
  • 7 Build Your Social Customer Profile Social Identity Contact Record Channels are they subscribed to... Apps they’ve interacted with... Relevant conversations...Screenshot is a concept we wanted people to visualize, not the out-of-the-box product
  • How We’re Measuring Success 1 Form Completes & Pipeline 2 Content That Delights 3 # of Subscribers 4 Value Survey How do you measure success? Jennifer Burnham Tweet tips & best practices Director of Content Marketing @jennydburnham #SocialStrategy
  • Three Apps We Use Every Day 1 2 3 Marketing Automation What apps do you use? Jennifer Burnham Tweet tips & best practices Director of Content Marketing @jennydburnham #SocialStrategy
  • Best Practice Resources Social = Pipeline Content Marketing Playbook What Does It Take to Go Viral? What resources do you find helpful? Jennifer Burnham Tweet tips & best practices Director of Content Marketing @jennydburnham #SocialStrategy
  • Command Center Nathan Freitas Sr. Community Manager @natespeak
  • Where We Were 18 Months Ago
  • # !Is AnyoneListening? ? @ 80,000 Brand Mentions
  • @mariaignatova @kendallSF
  • Conversation Volume # !80,000 ? @Brand MentionsEach Month 1,200 26,000 Actively Engaged Read by the Community Team
  • What Types of Posts Do We See? wins argh news ideas sales help
  • What Types of Posts Do We See? news Re-Tweeting News & Sharing Content help Trying to Solve a Problem or Get Answers argh Frustrated Individuals Venting ideas Product Feedback and Suggestions wins Personal Accomplishments and Advocacy sales Expressing a Need We Can Help With
  • How We Engage On Social ChannelsSource: YouTube.com/SalesforceSocial
  • Salesforce Command Center
  • How We’re Measuring Success 1 Engagement Coverage 2 Brand Mentions & Sentiment 3 Pipeline & Case Deflection How do you measure success? Nathan Freitas Tweet tips & best practices Sr. Community Manager @natespeak #SocialStrategy
  • Two Apps We Use Every Day 1 2 What apps do you use? Nathan Freitas Tweet tips & best practices Sr. Community Manager @natespeak #SocialStrategy
  • Best Practice Resources Listening and Engagement Playbook How We Manage 80k Brand Mentions Top 4 Ways Salesforce Customers Use Social to Find Answers What resources do you find helpful? Nathan Freitas Tweet tips & best practices Sr. Community Manager @natespeak #SocialStrategy
  • Online Video Victor Haseman Director of Content Marketing @victorhaseman
  • Becoming a Media Company Amazing Customer Films Live Global Broadcasts +5,000 Video Catalog Channels & Programing Production Teams In-House Studios
  • Doing Pretty Well...
  • Doing Pretty Well... At least compared to our peers Really Big Jump Opportunity to Think Big!
  • Doing Pretty Well... At least compared to our peers
  • Three Ways Video Delivers Measurable ROI 3 Live Events 2 Gated Offers1 Hyper-Efficient Reps
  • 1 Hyper-Efficient Reps 33,000 video views a day = 217 Hyper-efficient Reps Assumptions a) average video view is 2 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks
  • Create a Standard Process for Optimization Raise the Bar and Weed Out Underperforming Producers Poster Frame Navigatio n Promotion Call-to-Action Optimized Title Active Engagement Description & Tags
  • Make Sure Your Videos Are Logging Activities When Someone Watches a Video On Our Website, We Want It to Count Watched 15 Seconds Watched 1 Lead Scoring the Entire Video 2 Personalized Journeys 3 Campaign Attribution
  • 2 Gated Offers Incremental Improvements Make a Major Impact... In-Context CTAs Playback Experience Recommendations
  • 3 Live Events Live Events Generate YouTube Channel “Likes and Buzz” Offers a Virtual Event Experience
  • Webcasts Become a “New Customer” Engine Registration Page Confirmation Page Live Webcast
  • How We’re Measuring Success 1 Video Views 2 Pipeline Created 3 Value Survey How do you measure success? Tweet tips & best practices Victor Haseman Director of Online Video @victorhaseman #SocialStrategy
  • Three Apps We Use Every Day 1 YouTube 2 Video CMS 3 What apps do you use? Victor Haseman Tweet tips & best practices Director of Online Video @victorhaseman #SocialStrategy
  • Best Practice Resources Online Video Strategy How to Use Online Video for B2B Mktg What Kinds of Videos Do We Produce What resources do you find helpful? Victor Haseman Tweet tips & best practices Director of Online Video @victorhaseman #SocialStrategy
  • Re-Cap of the Core Team’s Initiatives Community Content Marketing MVP Program Channel Alignment True to the Core Content Calendar Community Infrastructure Content Offers Likes Into Leads Social Team Command Center Online Video Monitoring & Escalations Video Platform & Optimization Active Engagement Live Broadcasts Trust & Customer Success Large Scale Webinars
  • How is Social TransformingMarketing? #SocialStrategy
  • How Is Social Transforming Marketing? Product Marketing Social Social Creative Campaigns Social Online Analytics Marketing Social Team Social Team Social Website Social PR Social Events
  • How To Drive Change Direct The Rider Motivate The Elephant Shape The Path
  • Social’s Influence on SEO is Growing Search Traffic ...And Search Traffic is a Big Part of our BusinessSource: SearchMetrics.com, June 2012
  • Companies Who Blog Are Winning 55% more website visitors for companies that blog 79% more twitter followers for companies that blogSource: HubSpot -- Survey of Small to Medium Size Businesses
  • Follow the Bright Spots
  • Follow the Bright Spots 264,000 Twitter SubscribersSuccessful Blog Cranking Out 3+ Post a Day
  • Provide Actionable Steps Suggested Cadence 1 Big Offer / Month 4 Blog Posts / Month 4 FB Posts / Month 16 Tweets / Month
  • Point To The Destination New email addresses go into marketing automation system Users are cookied for ad re-targeting Shares, likes, and comments influence search rankingsP Campaign ROI +Inbound Links Impression SEO Search Results Click (Google Search) (Organic Results) Impacts Our +Ad Dollars Impression Lead Quality Existing Pipeline SEM Search Results Click (Google Search) (Google AdWords) Landing Page A Engines Hard Offer Qualified Leads (Free Trial, Demo) +Ad Dollars Impression Display Advertising 3rd Party Sites Click (Ad Networks) (Display Ads)P Click Leads by Source Soft Offer Landing Page B (eBook, Contest, App) +Email Addresses Impression Email Marketing Email Drop Click Social Requires Social Adds Two Social Profile (Heart of Marketing) (Newsletter, Offer) Content More Soft Offers Click Top Content Content New Pipeline +Social Media Subscribers Content Marketing Impression Social Post Click (Blog Post, Video, Website) Subscribers (Social Heart of Marketing) (Facebook, Twitter...) Engines Great content & engagement earns subscribers Fuel the Viral Loop Sharing, Likes +Ad Dollars Impression Promoted Engagement Social Advertising Social Ad Content (Social Heart of Marketing) (Facebook, Twitter...) Advertising is the fastest way to grow subscribers Capture new subscribers with reveal pages, great content, & website integration Conversation Volume
  • How To Drive Change Direct P Follow the Bright Spots P Script the Critical Moves The Rider P Point to the Destination Motivate The Elephant
  • Find the Feeling Launches & PR & Analysts EventsSEO, Campaigns, Landing Pages First Call Decks Website Messaging, Demo Videos, Customer Stories
  • Find the Feeling Comprehensive Static Printer Friendly
  • Shrink the Change Bite-Sized Conversational Easy to Share
  • Cultivate the People Marketing Automation Community Social Profile Social Salesforce Channels Live Product Keynote & Marketing Demos Command Social Center Enterprise Product Social Launch/PR Creative Social Cloudforce Campaigns Social Dreamforce Advertising Dreamforce Reg. Website Onsite
  • How We’ve Worked to Drive Change Direct P Follow the Bright Spots P Script the Critical Moves The Rider P Point to the Destination Motivate P Find the Feeling P Shrink the Change The Elephant P Grow Your People Shape The Path
  • Tweak the Environment “Tweaking the environment is about making the right behaviors a little easier and the wrong behaviors a little harder.”
  • Tweak the Environment “Social Isn’t Producing Form Completes High Quality Leads” Is the Issue Attracting the Audience? Nurture Are We Linking Posts to Relevant Offers? Is it a Tracking Issue? Sales
  • Tweak the Environment “Social Isn’t Producing Form Completes High Quality Leads” What Are We Doing on the Confirmation Page? Nurture Is There a Relevant Nurture Campaign? Are We Scoring the Leads? Sales
  • Tweak the Environment “Social Isn’t Producing Form Completes High Quality Leads” What Is Sales Saying About These Leads? Nurture Do We Need a Dedicated Rep? Do The Leads Need More Nurturing? Sales
  • Build Habits Blueprint for the Perfect Post
  • Build Habits Detailed Documentation
  • Rally the Herd Demand Print Dreamforce Salesforce Developer Homepage Gen Chatter LiveRegistration Digital Signage Dreamforce Breakout Listening & 800 Line Mobile Sessions Engagement Pre-Event Service Cloud Partners Online Corporate Buzz Live Studio Live Advertising Blog Onsite Product Press & Executive Reporting & Recruiting Arrival Campground Analysts Summit AnalysisConference Community Keynote Global Employee Business Cards Guide Conference Gala Education
  • Rally the Herd Release Marketing Product Marketing
  • Rally the Herd Social Business Cards Creative Team
  • Rally the Herd Social Advertising Online Marketing
  • Rally the Herd Social Analytics Web Analytics
  • Rally the Herd Social Sign-On Authentication Web Team
  • How To Drive Change Direct P Follow the Bright Spots P Script the Critical Moves The Rider P Point to the Destination Motivate P Find the Feeling P Shrink the Change The Elephant P Grow Your People Shape P Tweak the Environment P Build Habits The Path P Rally the Herd
  • Transforming a 10,000 Person Company Sales Recruiting Social Team Products Support
  • Recruiting’s Social Transformation
  • Recruiting’s Social Transformation Candidate 1 50,668 Results Candidate 2
  • Recruiting’s Social TransformationPeople You People You People You Like Don’t Know Don’t Like
  • Recruiting’s Social Transformation Data Can Be Used To Score Candidates
  • Recruiting’s Social Transformation Recruiting’s Engagement StrategyCareer Enthusiasm New Loyal Non-Loyal Attrition Career Tenure
  • Recruiting’s Social Transformation Tapping into Our Employee’s Social Networks for Candidate Referrals
  • Recruiting’s Social Transformation Video Job Descriptions
  • Recruiting’s Social TransformationMobile App To Manage The Interview Process
  • Transformations At The Departmental Level Sales Recruiting Prospecting Sourcing Candidates Forming Connections Scoring Candidates Customer References Interview Process Social Team Products Viral Products Support Crowdsourced Innovation Support on Social Channels Building Ecosystems Branded Communities
  • Creating Social Employees Our Employee Social Network
  • Four Ways to Use Chatter#1 Source information Ask questions without sending an email blast. When you crowdsource information you often get multiple perspectives. You can also search historical & real-time conversations.#2 Share content that others might find valuable Post presentations, docs, and articles. You have a real-time feedback look and can see how valuable it was based upon the likes and comments you receive.#3 Shape how others perceive you Highlights wins, thought leadership, and expertise. Give thanks and show how you’re a team player by promoting others.#4 Maintain and grow relationships Let people know what you’re working on and stay in tune with what they’re up to by subscribing to people, groups, opportunities and accounts. Employee Social Network
  • Four Ways for to Employees Use Social#1 Source information Get good at asking questions in online forums to source answers from the community. Confident search conversations on social to learn about customers and prospects.#2 Share content that others might find valuable Post articles, best practices, product updates and thought leadership with customers and your network. Re-tweet company news. Get good at posting content that delights!#3 Shape how others perceive you & your company Highlights wins, thought leadership, and expertise. Give thanks and create influencers by recognizing other peoples work. Especially the work of your customers and partners.#4 Maintain and grow relationships Let people know what you’re working on and stay in tune with what they’re up to by subscribing to them on Twitter, LinkedIn, and other social sites. External Social Networks
  • 7,785 Empowering Your Employee Army voices
  • Social Media Policy What’s In Bounds What’s Out of Bounds Who to Escalate To
  • Training & Best Practices #SalesforceSocialYouTube.com/SalesforceSocial Blogs.Salesforce.com Chatter Group Google Site Lunch & Learns Certification Program*
  • Thank You!