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 salesforce.com 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.

1. Setting Your Social Media Strategy
Erica Kuhl: Salesforce.com
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 Harbor
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4. My History at Salesforce
2002 2004 2006 2008 2011
Joined 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 Tweets
60 News…People re-tweeting news articles
18 Heros…Completed training, starting a project, drank the kool-aid
16 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 Ladder
Creators…Publish original content
Critics…Leave comments
Collectors…Subscribe to RSS, vote, tag
Joiners…Maintain a profile
Spectators…Read content
Inactive…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 Goals
Grow Revenue Decrease Costs
 How social media can cut costs, increase
revenue, or drive customer satisfaction
 May be different for each segment of
your business
Improve 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. Salesforce.com Vision & Values
Harness the energy of salesforce.com's
community 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 & Responsibilities
Social Media Strategist Product Marketing, Comms
• Responsible for the overall program, including • Produce content and
ROI messaging
Community 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
Salesforce.com 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 Setting
Your Social Media Strategy
Start by listening
Understand your audience
Decide where to focus
Define your goals
Start small, but start strong

39. Tips for Setting
Your 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