The Social-Powered Enterprise eBook

YOUR SOCIAL ENTERPRISE STARTS HERE. An Introduction for sceptical strategists

edia al d. Mark ial m the ion ea dit is d has j eting ust b Socs like ery i cov Tra ia Nothing will rebor een e rse d ever be dis f firem ed n. u niv nge he cha T s the same o ha SOCIAL MEDIA IS HUGELY HYPED. It’s changidng Soc Everything the worl the ial to egam me e c dia is you know Throw nd cha all ghange is wrong out every nge am r rs e rule book

AND THEHYPE IS TRUE. Social media really will change the wayalmost everyone in your business does business. In fact, it already has…

Data storm: 56% LinkedIn hasthis is big of US consumers feel a stronger connection to and better served by brands that engage 120M members. LinkedIn with them online. 78% Cone Inc. of business are actively 1.5bn Facebook posts a day. using social media. Facebook Corporate Social Media Report, Digital Brand Expressions, June 2010 44% of UK internet users aged 16 and over have their own social networking page or site. 200M Tweets a day. Twitter Office for National Statistics, November 2010 Social networks Nearly account for 23% of UK internet time Nearly 11.6% 250M – one in every of all UK internet visits 4.5 minutes – in September 2010. was spent on social Hitwise, October 2010 networks and blogs people use Facebook in 2009. on a daily basis. UKOM / Nielsen, May 2010 Econsultancy, July 2010

Social RevolutionSocial Networking Surpasses Email 1.1 Billion Social Users Social Users Email Users 2007 2008 2009 2010 2011Comscore June 2011

This is what we mean by social media…Any online environment in where users can createand share content & opinion:Public social media services – Facebook, LinkedIn,Google+ and online forumsBlogging and micro-blogging –Twitter, personaland industry blogsSocial bookmarking – Digg, Stumble Upon and DeliciousContent sharing – YouTube, Vimeo, flickr and SlideshareSocial commerce – ratings & reviews sites and servicesSocial enterprise apps – Salesforce Chatter,wikis or social CRMThey’re all places where your business is being shaped today.

IF YOU IGNORE IT,Social mediais a threat.Your competitors will use it to steal the advantage.Vocal detractors will bad-mouth your brandin very public forums.Your sales teams will sell against social-powered rivals.Your support teams will miss the most importantconversations of all.Your dispersed project teams will grind along usingemail and holding endless meetings.

IF YOU EMBRACE IT,Social mediais an opportunity.To shape the conversations around your brandTo encourage loyal customers to actively promote youTo empower your sales teams with insight into every opportunityTo free your support people to delight customers– in low-cost channels!To turbo-charge your knowledge workers, helping themcollaborate more efficiently and intelligentlyTo spot trends early and act on them faster thanyour competitors

Social field- Social partner force apps portals SOCIAL MEDIASocialrecruitment CAN CONTRIBUTE Social HR IN UNEXPECTED PLACES Social-powered Crowdsourced new product management product development

Sales BUT THERE ARE FOUR MAJOR DISCIPLINES CustomerMarketing WHERE SOCIAL MEDIA Service MAKES A MASSIVE IMPACT Collaboration Let’s see how…

Social Social Customer Social Media Social Selling Service Marketing CollaborationSOCIALSELLING

Social Social Customer Social Media Social Selling Service Marketing CollaborationHow sales people use social media Discover opportunities Re a Research prospects ch & companies out to new pro Target pitches to specific decision- sp s makers che e cts pit Forge deeper, ct more personal ternally to dire connections earlier Detect warning e in signs in existing accounts at r bo Colla Spot competitive moves early

Social Social Customer Social Media Social Selling Service Marketing CollaborationThe Benefits of Social Selling Greater Reach Higher Better See more Productivity Close Rates opportunites Focus on hot More targeted prospects pitches Deeper Better Return Relationships on Knowledge Better listening Intelligent collaboration

Social Social Customer Social Media Social Selling Service Marketing CollaborationSocial Selling Action PointsFind your social forums – be where your prospects areListen to the conversations – Google Alerts, blogs, groupsand forums, LinkedIn, Twitter…Socialise your CRM – Integrate social profiles and activitiesinto your prospect databaseSocial-power your collaboration – focus your expertsaround each opportunity using internal social networksTrack social-driven sales – measure the return on yoursocial investment

Social Social Customer Social Media Social Selling Service Marketing CollaborationSound bite We’d all rather purchase from a ‘friend’, ‘connection,’ or ‘follower’ than someone who spams us day in and day out. Social Selling University

Social Social Customer Social Media Social Selling Service Marketing CollaborationCASE STORYIBM:Listening for LeadsIBM asked employees to spot social conversations around key topicsServer replacement, storage system purchasing, etc– On blogs, discussion forums, social sites– A few hours a week for volunteers: using keywords for searchingThe ‘Listening for Leads’ program funnelled relevant threadsto lead development reps– Qualifying process including telephone contactMonitored number of leads created, lead value, win revenue and win rateProgram brought in millions of dollars in new business

Social Social Customer Social Media Social Selling Service Marketing CollaborationSOCIALCUSTOMERSERVICE

Social Social Customer Social Media Social Selling Service Marketing CollaborationHow support people can usesocial mediaActively listening for questions and issues that needresolving on on social sitesLeveraging social profiles on contact centre screensEncouraging self-support on your site and social sitesRewarding ‘super-customers’ who actively help othersLetting people vote on the most helpful support contentCollaborating internally to connect agents to expertise

Social Social Customer Social Media Social Selling Service Marketing CollaborationThe Benefits of Social Customer Service Happier Lower Increased Agent Customers Support Costs Productivity Who share their With self-service & With fast access experiences low-cost channels to knowledge More First-time Enriched Resolutions Knowledge Bases Even before That customers a case is born help create

Social Social Customer Social Media Social Selling Service Marketing CollaborationSocial Customer Service Action PointsEngage with customers where they are – and helpthem find the right support channelsAim for rapid response – for ‘one and done’ supportin social channelsAutomate social listening – with a system that findsand assigns social postsLeverage your knowledge assets – so agents canaccess your expertiseSocial-enable your self-support portal – rewarding userswho help othersIntegrate all channels – so agents see traditionaland social channels together in one view

Social Social Customer Social Media Social Selling Service Marketing CollaborationSound bite Social media represents a new dynamic in customer experiences in which the company, its products, services, reputation and the way it treats its customers become highly visible to millions of people. Dr Natalie Petouhoff and Kathy Hermann Calculating the ROI of Social Customer Service

Social Social Customer Social Media Social Selling Service Marketing CollaborationCASE STORYiContact: marketing meetscustomer careiContact, a fast-growing marketing software company– Built its customer care around social channels.– Responsive, high-quality support via social, chat, phone and emailMarketing is front line of customer support– Feeding to Tier 3 support team– Support team dedicated to social channel with 30-minute response targetRuns customer satisfaction polls every day.– Consistently exceeds its service-level performance goal– Averaging more than 88 percentWon the Global Call Center of the Year Awardfrom International Customer Management Institute (for SMEs)Now integrating support team with Radian6listening tools and Salesforce CRM

Social Social Customer Social Media Social Selling Service Marketing CollaborationSOCIAL MEDIAMARKETING

Social Social Customer Social Media Social Selling Service Marketing CollaborationHow marketers usesocial mediaListen to the marketBuild relationships with influencersPromote your content & activitiesBoost traffic & search rankingsIncrease conversions on-site

Social Social Customer Social Media Social Selling Service Marketing CollaborationThe Benefits of Social Marketing Greater Increased Increased Exposure Engagement web traffic Where your And deeper And on-site audiences are relationships conversions Higher Faster More Quality Leads Campaigns efficient budgets From inbound With better With higher ROI marketing targeting

Social Social Customer Social Media Social Selling Service Marketing CollaborationSocial Marketing Action PointsListen and monitor – Track conversations around your brandsStart dialogues – Come out and join the conversationsIdentify influencers – And build bridges to keep them on sideShare your stories – let people inside, through blog posts,tweets and social pagesMake it easy for people to share your content– and encourage them to do soInject social commerce trust – by inviting ratings, reviewsand commentsUse collaborative marketing – with social tools that sharebest practice

Social Social Customer Social Media Social Selling Service Marketing CollaborationSound bite Conversations in your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations. Seth Godin

Social Social Customer Social Media Social Selling Service Marketing CollaborationCASE STORYGiffGaff has communityin it’s DNAGiffGaff: a UK mobile virtual network operator– Only 14 employees but grabbed a share of the UK telecoms market– The entire business is built on communityRemarkably committed customer community– It existed even before the business did– Helping shape the products, the offer and the go-to-market strategyGiffGaff community: way beyond support– Questions answered within three minutes by community members– Peer-driven customer on-boarding incentives drives company growthGiffGaff’s Net Promoter Score is 75– Far above the sector average– Rivalling some of the world’s most successful brands

Social Social Customer Social Media Social Selling Service Marketing CollaborationSOCIALCOLLABORATION

Social Social Customer Social Media Social Selling Service Marketing CollaborationHow all kinds of teamsuse social mediaTo identify experts & discover knowledgeTo streamline communicationsTo update colleagues in real timeTo accelerate and inform decisionsTo share best practice

Social Social Customer Social Media Social Selling Service Marketing CollaborationThe Benefits of Social Collaboration Faster & better Fewer Less Email decisions Meetings Reducing storage With quick access Improving & network costs to knowledge efficiency Improved Less Wasted Responsiveness Time To customer Looking for demands information

Social Social Customer Social Media Social Selling Service Marketing CollaborationSocial Collaboration Action PointsSocialise your intranet – With profiles, status updates, presence…Use ‘push’ tools – Like desktop widgets for updatesCreate a central knowledge bank – accessible from yourcollaboration spacesEncourage engagement – with tweets, posts, updatesand shared contentStart at the top – getting senior execs in social forumsEmbrace all media – text, photos, video, audio…Market your successes – show other teams how it’s done

Social Social Customer Social Media Social Selling Service Marketing CollaborationSound bite It’s no longer acceptable for employees to feel disconnected at work. Jacob Morgan

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS LISTENMake it somebody’s job – be clear who’s monitoring whatUse monitoring tools – from the free tools (like Google Alerts)to enterprise-class suites like Radian6Ask for regular reports – track social trends for top management

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS ENGAGEFind your natural social engagersAnyone who’s native to the social platformsStart with a simple ‘thanks’ or ‘sorry’Human responses work best in socialBack up words with actionsEmpower your social engagers to do the right things

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS MEASUREUse monitoring toolsAutomate, capture and reportLink to outcomesTrack social activity to revenue, referrals,cost-per lead, customer retention rates…Don’t ignore the qualitative‘Soft’ engagement measures drive ROI, too

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS INTEGRATERe-engineer key processesRe-think processes to weave in socialmedia inputs and activitiesUse social-powered technologyUse cloud-based CRM with social profilesplus in-house social collaboration toolsBuild social metrics into the businessThat which gets measured gets managed

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS COLLABORATEAdd social power to your intranet sitesWith profiles, status updates & content sharingInclude your people’s expertise & experienceIdentify your experts and knowledge assetsEncourage two-way content flowsNot just top-down communicationAllow updates to trigger alertsPush relevant updates to desktops and mobiles

SIX PRINCIPLES FOR SOCIAL ENTERPRISE SUCCESS HELPStart with your community’s needsMake their lives easier, help them achievetheir goals or do their jobs betterAlways be transparentCommunicate openly and honestly and admit mistakesDo unto others…Help others in social forums and they’ll help you

SOCIALENTERPRISERESOURCES

Blogs & sites we likeEconsultancy.com Gary Vaynerchuk @garyveeSocial Media Examiner Chris BroganSocial Media Explorer @chrisbroganSocial Media Today Lee OddenSocial Selling University @leeoddenThe Forrester Blog for Brian SolisCustomer Experience Pros @briansolisThe International Customer Social Media DarwinismManagement Institute @pauldunay The Social Media Marketing Blog @scottmonty

Groups we likeLinkedIn GroupsSocial Media for CustomerService & Call CentersSocial Media MarketingSales PlaybookEnterprise 2.0 Group

About Salesforce.comSalesforce.com is the enterprise cloud computing companythat’s leading the shift to the Social Enterprise – helping companiesconnect to customers and employees like never before.Our trusted cloud apps and platform As well as these platformsinclude these social-powered solutions: and services:Chatter – a private social network for Data.com® – for the most complete sourceyour business of accurate business dataSales Cloud – for sales force automation AppExchange – the leading marketplaceand contact management for enterprise cloud computing applicationsService Cloud – for customer service and support Force.com – for custom application developmentsolutions Heroku – for building social and mobile appsRadian6 – for social media monitoring in Ruby and Javaand engagement Database.com – the world’s first enterprise cloud database Our 100,000+ successful customers have experienced the benefits: a better way of connecting with customers and employees that’s fast, low cost and low risk.

How Salesforce Can Help YouAchieve Social SuccessSalesforce.com is the secret ingredient inside many of the world’smost successful social enterprises – including everything fromstart-ups to major global brands.Because all of Salesforce.com’s Employee Social Networks Customer and Product Social Networksproducts are engineered with social- Social networks have taught millions In order to harness the potentialmedia built in, they’re all ready to help of users worldwide a fundamentally of social engagement, you first needyou reach out and engage with your more efficient collaboration paradigm. to understand what is being saidstakeholders wherever they are. With profile pages, status updates, about your brand, products andOur vision of how companies can document sharing, groups, the ability services before you can effectively joineffectively transform to embrace the to follow business records and real- the conversation. Our Radian6 socialfast moving trends and new forms time instant messaging, Chatter drives media monitoring and analysisof engagement is called the Social greater transparency, visibility and platform allows you to listen to andEnterprise. It’s built on three key steps. cooperation between employees engage more effectively through public wherever they may be, and from mobile social networks, blogs, forums, videoThe Customer Social Profile devices such as iPhone, iPad, Android and content sharing sites. Additionally,In order to engage and better sell and Blackberry. the power of the force.com and Herokuto and service your customers with the platforms for building social andSales Cloud and Service Cloud, you first mobile apps allows you to reach outneed to know who they are, what they to customers in new and exciting ways,like and what public social networks through their channel and devicethey are active on. This full view of of choice.a customer’s social footprint, includingcompany and contact data from ourData.com solution provides improveddata quality and accuracy forleveraging customer relationships.

Some resources you may likeThe Mini-Guide Social Successto Social Selling The resource site for harnessing“Mini-guide to Social Selling the power of social media forshowing you how to harness your businesssocial media to improve salesof your products” The Social-Powered Enterprise eBookThe Mini-Guide to Social How social media is transformingCustomer Service your most important disciplines.“Mini-guide to Social Customer The eBook that this presentationService showing you how to is based on.harness social media to improveyourcustomer experience”

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The Social-Powered Enterprise eBook

by Salesforce on Jan 12, 2012

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