Setting Your Social Media Strategy

Setting Your Social Media Strategy Erica Kuhl: Salesforce.com Community & Social Media Manager

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

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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

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

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

Where Do I Begin?

Top Ten Tips:Social Media Strategy

#1 Start by Listening: Twitter Audit Volume by Hour? Broad Topics? Actionable?

Google Twitter Audit

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

#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?

Forester Social Technographics LadderCreators…Publish original contentCritics…Leave commentsCollectors…Subscribe to RSS, vote, tagJoiners…Maintain a profileSpectators…Read contentInactive…None of the above

#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

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

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

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

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

#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

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

Salesforce.com 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 + +

Manage Everything On Dashboards Online Community . CRM . Social Channels

#5 Start Small, But Start Strong

#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

Community Manager Infographic

Employee Training Support Strategy, Policy, Best Practices Sales Products Marketing

Social Media Guidelines

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

#7 Join the Conversation Moderating Answers Moderating Twitter

#8 Define Your Organizational Model Organic Centralized Hub-and-Spoke Multiple Hubs

#9 Recognize Your Top Contributors

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

Create a Top Advocates Program Recognize Exceptional Individuals Within the Salesforce.com Community for their Leadership, Knowledge, and Ongoing Contributions

Give Rewards and Recognition

#10 Map Social Media to Your Business

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

Real-Time Insight Into Customers

Tips for SettingYour Social Media Strategy Start by listening Understand your audience Decide where to focus Define your goals Start small, but start strong

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

Where to find me: Twitter: @ericakuhl Facebook: ericakuhl LinkedIn: in/ericakuhl Quora: Erica-Kuhl

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Setting Your Social Media Strategy

by erica_kuhl on Mar 30, 2011

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Setting Your Social Media Strategy — Presentation Transcript