Setting Your Social Media Strategy


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You’ve seen eye-opening stories of companies small and large who see phenomenal success by marketing to customers through community and social media. They’re creating brand awareness and generating new customers—just by making it easy for customers to advocate on their behalf, engaging in conversations on discussion boards and Twitter, distributing video on YouTube, and forming groups on sites like Facebook. But how does it work for B2B marketers?

In this session, Erica Kuhl, the Community & Social Media Manager at will show you how they’ve created a successful social media strategy and leveraged social media tools and tactics—including some unusual practices for scaling up and working with high-touch customers. You’ll walk away with new ideas and information to help you get the most out of social media in a B2B setting.

Published in: Business

Setting Your Social Media Strategy

  1. Setting Your Social Media Strategy Erica Kuhl: Community & Social Media Manager
  2. Agenda   State of the Internet – Why Social Matters?   Where Do You Begin?   Top Ten Tips to Setting Your Strategy   The Emerging Importance of Social CRM
  3. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may containforward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize orif any of the assumptions proves incorrect, the results of, inc. could differ materially from the resultsexpressed or implied by the forward-looking statements we make. All statements other than statements of historical factcould be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financialitems 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 useof our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing anddelivering new functionality for our service, our new business model, our past operating losses, possible fluctuations inour operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures,the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, theimmature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivateour employees and manage our growth, new releases of our service and successful customer deployment, our limitedhistory reselling products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of, inc. is included in our annualreport on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are availableon 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 currentlyavailable and may not be delivered on time or at all. Customers who purchase our services should make thepurchase decisions based upon features that are currently available., inc. assumes no obligationand does not intend to update these forward-looking statements.
  4. My History at Salesforce 2002 2004 2006 2008 2011Joined Salesforce Taught Administrator Content Manager Re-launched the Social Media Workshop for Dreamforce Salesforce Community Strategy
  5. Broad Change in Interest Usage Have to recognize, virtually every prospect and customer is engaged in social media   Learn about new products through social channels   Trust their network and other customers to provide honest feedback   Expect brands to listen and engage them on social channels   Expect you to have a complete picture of your interacts across channels
  6. Broad Change in Interest Usage Have to recognize, virtually every employee is engaged in social media   Employee has a Facebook account or LinkedIn profile   Shares articles with friends or tweets news   Posts to discussion boards or uploads photos
  7. Where Do I Begin?
  8. Top Ten Tips:Social Media Strategy
  9. #1 Start by Listening: Twitter Audit Volume by Hour? Broad Topics? Actionable?
  10. Google Twitter Audit
  11. Bucket Your Tweets60 News…People re-tweeting news articles18 Heros…Completed training, starting a project, drank the kool-aid16 Argh…Frustration over product gaps, support challenges 9 Sales…Pricing questions, switching vendors, comparing vendors 7 Ideas…Promoting an idea on the IdeaExchange 5 Partners…Looking for consultants, asking about partner apps 4 Help…Asking product questions, often times challenging ones
  12. #2 Understand Your Audience Questions you might ask yourself •  What is their relationship with your company? •  Who do they trust for information? •  What watering holes to they frequently use? •  What motivates them to post and participate? •  What do they like to talk about?
  13. Forester Social Technographics LadderCreators…Publish original contentCritics…Leave commentsCollectors…Subscribe to RSS, vote, tagJoiners…Maintain a profileSpectators…Read contentInactive…None of the above
  14. #3 Decide Where You Want to Focus Community Your Official Other Conversations On Your Site Social Media Channels About Your Brand Blogs Facebook Microblogs Learning Center LinkedIn Blogs Answers Twitter Forums Ideas YouTube Video Profiles Slideshare Images Groups Flickr Mainstream News
  15. Online Community On Your Site   Greatest control over the experience Community On Your Site   Tightly integrated with CRM Blogs Learning Center Answers Ideas Profiles Groups
  16. Official Social Media Channels   Meet people where they live Your Official Social Media Channels   Ideal medium to drive awareness   Easy to setup and maintain Facebook LinkedIn Twitter YouTube Slideshare Flickr
  17. Conversations On 3rd Party Sites   People are talking about your brand Other Conversations About Your Brand   Opportunity to listen, engage, and help shape brand perception Microblogs Blogs Forums Video Images Mainstream News
  18. How Do These Communities Intersect? Become a Fan Social SSO Community Your Official Community Other Conversations On Your Site Social Media Channels On Your Site About Your Brand Embedded Share with Your YouTube Video Network Blogs Facebook Blogs Microblogs Learning Center LinkedIn Learning Center Blogs Answers Twitter Answers Forums Ideas YouTube Ideas Video Profiles Slideshare Profiles Images Groups Flickr Groups Mainstream News
  19. #4 Define Your GoalsGrow Revenue Decrease Costs   How social media can cut costs, increase revenue, or drive customer satisfaction   May be different for each segment of your businessImprove Customer Satisfaction   Could be softer metrics like listen, support, energize, and embrace
  20. Does it Matter to the Business?   Increase Rep Productivity   Improve Customer Success   Drive Evangelism & PR   Improve SEO Strategy   Generate Leads   Gain Customer Insight   Create Competitive Differentiation Product Marketing Sales Support
  21. Vision & Values Harness the energy of salesforce.comscommunity and facilitate a conversation between the brand, our customers, and our extended network.#1 Customer Success Events Social Media + +
  22. Manage Everything On Dashboards Online Community . CRM . Social Channels
  23. #5 Start Small, But Start Strong
  24. #6 Define Roles & ResponsibilitiesSocial Media Strategist Product Marketing, Comms•  Responsible for the overall program, including •  Produce content and ROI messagingCommunity Manager PM, Dev, IT Support•  Customer facing role trusted by customers •  Builds and maintains social apps, website, and CRM system integration Web Analytic, SEM, SEO •  Assist with listening platforms, advertising, and search
  25. Community Manager Infographic
  26. Employee Training Support Strategy, Policy, Best Practices Sales Products Marketing
  27. Social Media Guidelines
  28. What’s In Bounds, What’s Out of Bounds  Stick to writing about  Don’t tell secrets   what you know  Don’t talk about financials    Quality matters  Don’t make forward    Be honest & transparent looking statements  Different roles for  Don’t talk about   promoters, greeters, unannounced customers product experts, and moderators
  29. #7 Join the Conversation Moderating Answers Moderating Twitter
  30. #8 Define Your Organizational Model Organic Centralized Hub-and-Spoke Multiple Hubs
  31. #9 Recognize Your Top Contributors
  32. Biggest Impact by Focusing on the Top 1% Unique Visitors Contributors: Post, Comment, Share MVPs MVPs Enthusiasts Dabblers Enthusiasts Lurkers Dabblers Small % of the Population... ...Fuels the Community
  33. Create a Top Advocates Program Recognize Exceptional Individuals Within the Community for their Leadership, Knowledge, and Ongoing Contributions
  34. Give Rewards and Recognition
  35. #10 Map Social Media to Your Business
  36. What is Social CRM?   Employees visibility into the conversations taking place   Workflow to ensure relevant conversations are followed up on   Collaboration between employees and partners   Management of social profiles and customer preferences   Reporting and Dashboards to measure activity
  37. Real-Time Insight Into Customers
  38. Tips for SettingYour Social Media Strategy Start by listening Understand your audience Decide where to focus Define your goals Start small, but start strong
  39. Tips for SettingYour Social Media Strategy Define roles and responsibilities Join the conversation Define your organizational model Recognize top contributors Map social media to your business
  40. Where to find me: Twitter: @ericakuhl Facebook: ericakuhl LinkedIn: in/ericakuhl Quora: Erica-Kuhl