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Social Media for B2B
How salesforce.com does Social
Marcus Nelson

Director of Social Media
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Marcus Nelson

Director of Social Media
@marcusnelson
Where to begin…
Accept broad changes in Internet usage
We must recognize,
virtually every
customer, partner,
and employee is
engaged in

s...
Encourage employee participation
Army of 8,000+ employees who can engage,
share and promote our products.
Share our knowle...
Establish a clear social media policy
Every Employee is responsible for reading and adhering to the rules.
salesforce.com/...
We’re just getting used to this...
Dandelion
Different Brands / BUs
Core Team
Brand
Theater
Big Company / Multiple Brands
...
Systems create success
Salesforce social triage framework
© 2010 Altimeter Group
Create a crisis escalation plan
Detection | Resolution | Coordination | Communication | Customer
CustomersCritical
Inciden...
Corp Scrum
International
Events
PR
Careers
Foundation
Sales Cloud
Service Cloud
Chatter
Seasonal Releases
Marcus Nelson
Je...
Demand
Gen
Pre-Event
Buzz
Onsite
Arrival
Conference
Guide
Registration
Print
Digital Signage
Live Studio
Product
Campgroun...
Video Views Subscribers Posts &
Comments
Engagement
Coverage
SentimentShare of
Conversation
Agreed upon a core success met...
Search
Soda
CRM
The degree to which a
brand is associated
with the problem or
need it is setting out to
help with
What doe...
Share of Voice
# of MVPs
Awards Won
Engagement
Coverage
Video Views
Subscribers
Posts &
Comments
Facebook
Engagement
Score...
Subscribing
Sharing
Embedding
YouTube
Slideshare
Blog Feed
Twitter Feed
LinkedIn Recommendations
Facebook Widget
Integrate...
Social is a content game
Place a demand

on content
Video
Once a Quarter
V
Email
Two Touch Rule
Blogs
Every Two Weeks
B
Facebook
Every Two Weeks
F
Twitter
Daily or Hourly
T
E...
3Create content and
add to content
calendar
1
Publisher reviews, flips It
to editorial review
2
Editor reviews, flips it to
...
Content Calendar Social Media Dashboards
Content calendar drives activity
Website Campaigns Lead Creation
Influencer Army Sales EnablementEvents
Content feeds every initiative
eBooks, & iBooks
Infographics
Photos - Facebook, Flickr, & Pinterest
Video series
16,000 video views a day =
a) average video view is 2 minutes
b) average hyper-efficient rep pitches 8 hours a day, no bre...
Starting to experiment with Pinterest
Share successes with management
•What happened where?
•Why did it happen?
•Why is this important?
•How can we make it bett...
Why do people share?
Motivations for sharing
• reinforces shared views & social bonds.
• need to proselytize or desire to connect.
• emotional,...
Broadcasting is self-focused
“Create content that makes
your fans look like rock stars!”
In other words...
Content needs a home
If #Content is King,
#Marketing is Queen,
and your Blog is the Castle.
Start with this in mind
Put all content in the castle (your blog)
Infographics
Photos
Presentations
Videos
eBooks
blogs.salesforce.com
Everything going into a blog gets sent out
blogs.salesforce.com
blogs.salesforce.com
Facebook Ads
Tweets
Facebook
Email Drops
Website
All campaign assets point back to the blog
Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category
PRODUCT BLOGS
COMMUNITY STRATEGY & INDUSTRY
Blog...
Since emphasizing our blog, the results speak
Blog traffic increased 473%
Facebook
!
million users
845
Facebook is big


of US adult Internet users 

are on Facebook
93%
Lots of people
Average user spends 11 hours per month on FB
Fan Pages
How many pages are

you personally a ‘fan’ of?
!
!
Average: 5-20
How many times have you
revisited those pages?
!
!
Average: 0-2
!
Never return to your page
Harsh truth
Source: http://pagelever.com
96%
I know what you’re thinking to yourself…
crap
Access to their newsfeed
Remember, they don’t come back to your page.
So what’s the value?


of comments & likes come

from newsfeeds
You have to get into their newsfeed
90%
Source: http://pagelever.com
Fans Equal Value
Start by making them fans
This is a “Fan Gate” »
Tell them what you want them to do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall
This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions
!
Average impressions per post
20%
Source: http://pagelever.com
Why do you think this

number is so low?
Edge Rank
Edge Rank is Facebook’s algorithm
• Ranks on relevancy
• Shows 2-5 most interesting posts
- FB randomizes slightly so it d...
How does Edge Rank work?
• Affinity score
- the affinity between the user and the creator of the item
- number of times the ...
Curious little note here:
!
The native “Edge” score treats photos &
video better by default than it does with
text-only po...
You can’t SPAM it as hard as you may try
• Edge Rank is between an object and a user
- Unlike SEO, an Edge Rank score is d...
Optimize
You CAN optimize your content
The native “Edge” score treats photos &
video better by default than it does with
text-only ...
Ever think about posting on Saturday mornings?
• Best time to post
Write at a 9th grade level
• Content
Video & photos work best
• Format (text/photo/video/link)
Target friends of friends with campaigns
• Localization / relevancy
And target content to your users & friends of users
1. Customer service
2. Friends of fans interested in biz/tech/news
3. ...
Marcus Nelson

Director of Social Media
@marcusnelson
Thank You
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Social Media for B2B - How Salesforce Does Social

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This is an old deck, but you'll see exactly how we thought through our systems before setting up Salesforce's social media plans & policies. Use this as a template for your own social media marketing playbook.

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  • Marcus, looks like your plan you put in place back then is now humming along in action even at ExactTarget too:)

    http://youtu.be/nKZ-AJnNg2k

    ~Clint
    @cazoomi
       Reply 
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Transcript of "Social Media for B2B - How Salesforce Does Social"

  1. 1. Social Media for B2B How salesforce.com does Social Marcus Nelson
 Director of Social Media
  2. 2. 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 product or service availability, 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, new products and services, 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, the outcome of any litigation, risks associated with completed and any 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 year ended January 31, 2011 and in our quarterly report on Form 10-Q for the most recent fiscal quarter ended January 31, 2012. These documents and others containing important disclosures 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 presentations, 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.
  3. 3. Marcus Nelson
 Director of Social Media @marcusnelson
  4. 4. Where to begin…
  5. 5. Accept broad changes in Internet usage We must recognize, virtually every customer, partner, and employee is engaged in
 social mediaJun 2010 Dec 2010 Jun 2011 Dec 2011 Fortune 100 Facebook Growth Fortune 100 Web Growth 123% growth Social Revolution:
  6. 6. Encourage employee participation Army of 8,000+ employees who can engage, share and promote our products. Share our knowledge and expertise Help answer customer’s questions Show customers we’re listening
 to their product ideas Re-tweet Salesforce news to your network Produce videos that inspire, train, and inform Connect the dots and uncover sales opportunities
  7. 7. Establish a clear social media policy Every Employee is responsible for reading and adhering to the rules. salesforce.com/socialmediapolicy What’s in bounds? What’s out of bounds? Who to escalate things to? public facing youtube video
  8. 8. We’re just getting used to this... Dandelion Different Brands / BUs Core Team Brand Theater Big Company / Multiple Brands ...but where we’re headed is this Understand our future growth
  9. 9. Systems create success
  10. 10. Salesforce social triage framework © 2010 Altimeter Group
  11. 11. Create a crisis escalation plan Detection | Resolution | Coordination | Communication | Customer CustomersCritical Incident Center Information
 Security Social Media Technical Support Social Media Account Teams Technical Support Salesforce Executives trust.salesforce.com Technology Operations Support Teams
  12. 12. Corp Scrum International Events PR Careers Foundation Sales Cloud Service Cloud Chatter Seasonal Releases Marcus Nelson Jennifer Burnham Nathan Freitas Force.com Data.com AppExchange Developers Jamie Grenney Kendall Thornton Maria Ignatova We assigned social media buddies to each business unit
  13. 13. Demand Gen Pre-Event Buzz Onsite Arrival Conference Guide Registration Print Digital Signage Live Studio Product Campground Community Conference Dreamforce Chatter Dreamforce Mobile Service Cloud Live Press & Analysts Keynote Salesforce Live Breakout Sessions Partners Executive Summit Global Gala Developer Listening & Engagement Online Advertising Reporting & Analysis Employee Education Business Cards Corporate Blog Recruiting Homepage 800 Line We made each team accountable for their own social
  14. 14. Video Views Subscribers Posts & Comments Engagement Coverage SentimentShare of Conversation Agreed upon a core success metrics
  15. 15. Search Soda CRM The degree to which a brand is associated with the problem or need it is setting out to help with What does share of conversation mean?
  16. 16. Share of Voice # of MVPs Awards Won Engagement Coverage Video Views Subscribers Posts & Comments Facebook Engagement Score Sentiment # of Employees Trained # of Influencers Engaged Audit Score Downloads Attendees Quality of Engagement Share of Conversation All of our success metrics
  17. 17. Subscribing Sharing Embedding YouTube Slideshare Blog Feed Twitter Feed LinkedIn Recommendations Facebook Widget Integrate social across all web properties salesforce.com/socialmediasalesforce.com
  18. 18. Social is a content game
  19. 19. Place a demand
 on content
  20. 20. Video Once a Quarter V Email Two Touch Rule Blogs Every Two Weeks B Facebook Every Two Weeks F Twitter Daily or Hourly T Engaging Daily or Hourly Website Persistent W NE Could be more often, especially if we can get PMs engaged Could also be eBooks, good infographics, or Facebook apps Command Center will help, but we need subject matter experts Cadence based on a focus on great content & channel conflict Create a cadence from every business unit
  21. 21. 3Create content and add to content calendar 1 Publisher reviews, flips It to editorial review 2 Editor reviews, flips it to ready to publish On publish date, publisher flips the content live 4 Week later, content is reviewed to measure success 5 Notes are available in the app and ratings appear on dashboards 6 Put a process around how things get published
  22. 22. Content Calendar Social Media Dashboards Content calendar drives activity
  23. 23. Website Campaigns Lead Creation Influencer Army Sales EnablementEvents Content feeds every initiative
  24. 24. eBooks, & iBooks
  25. 25. Infographics
  26. 26. Photos - Facebook, Flickr, & Pinterest
  27. 27. Video series
  28. 28. 16,000 video views a day = a) average video view is 2 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks Assumptions Hyper-efficient Reps97 Our success with video
  29. 29. Starting to experiment with Pinterest
  30. 30. Share successes with management •What happened where? •Why did it happen? •Why is this important? •How can we make it better? •Where can we do it again?
  31. 31. Why do people share?
  32. 32. Motivations for sharing • reinforces shared views & social bonds. • need to proselytize or desire to connect. • emotional, positive, interesting, anger-inducing, or sad most likely to be shared. • calm themselves or reduce uncertainty. • bolsters own sense of self. source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
  33. 33. Broadcasting is self-focused
  34. 34. “Create content that makes your fans look like rock stars!” In other words...
  35. 35. Content needs a home
  36. 36. If #Content is King, #Marketing is Queen, and your Blog is the Castle. Start with this in mind
  37. 37. Put all content in the castle (your blog) Infographics Photos Presentations Videos eBooks blogs.salesforce.com
  38. 38. Everything going into a blog gets sent out blogs.salesforce.com
  39. 39. blogs.salesforce.com Facebook Ads Tweets Facebook Email Drops Website All campaign assets point back to the blog
  40. 40. Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category PRODUCT BLOGS COMMUNITY STRATEGY & INDUSTRY Blog COMPANY Category CategoryCategory Category Category Category Category Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to have it’s own blog we’ll write a daily or weekly digest highlighting posts that appeared across the blog network. Thought leadership content designed to extend beyond Salesforce customers Happenings, heros, and events from around the salesforce.com community Divide blogs out by category
  41. 41. Since emphasizing our blog, the results speak Blog traffic increased 473%
  42. 42. Facebook
  43. 43. ! million users 845 Facebook is big
  44. 44. 
 of US adult Internet users 
 are on Facebook 93% Lots of people
  45. 45. Average user spends 11 hours per month on FB
  46. 46. Fan Pages
  47. 47. How many pages are
 you personally a ‘fan’ of? ! ! Average: 5-20
  48. 48. How many times have you revisited those pages? ! ! Average: 0-2
  49. 49. ! Never return to your page Harsh truth Source: http://pagelever.com 96%
  50. 50. I know what you’re thinking to yourself… crap
  51. 51. Access to their newsfeed Remember, they don’t come back to your page. So what’s the value?
  52. 52. 
 of comments & likes come
 from newsfeeds You have to get into their newsfeed 90% Source: http://pagelever.com
  53. 53. Fans Equal Value
  54. 54. Start by making them fans This is a “Fan Gate” »
  55. 55. Tell them what you want them to do Replaces the old “Become a Fan” Replaces “Share” by auto-posting to your wall
  56. 56. This is why we need the ‘like’ Getting posts into the newsfeed is critical to building impressions
  57. 57. ! Average impressions per post 20% Source: http://pagelever.com
  58. 58. Why do you think this
 number is so low?
  59. 59. Edge Rank
  60. 60. Edge Rank is Facebook’s algorithm • Ranks on relevancy • Shows 2-5 most interesting posts - FB randomizes slightly so it doesn’t seem stalker-ish • The majority of fans never see your status updates
  61. 61. How does Edge Rank work? • Affinity score - the affinity between the user and the creator of the item - number of times the users profile was checked • Weight - comments & likes add points - my comments are worth more than those of my friends - comments are worth more than non-friend comments • Time Decay - as time passes, stories lose points
  62. 62. Curious little note here: ! The native “Edge” score treats photos & video better by default than it does with text-only posts
  63. 63. You can’t SPAM it as hard as you may try • Edge Rank is between an object and a user - Unlike SEO, an Edge Rank score is different for each user • No such thing as generic “Edge Rank score” - The architecture of the algorithm makes it impossible • Real-time score - Competes with everything in the newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR another post pushes you out
  64. 64. Optimize
  65. 65. You CAN optimize your content The native “Edge” score treats photos & video better by default than it does with text-only posts
  66. 66. Ever think about posting on Saturday mornings? • Best time to post
  67. 67. Write at a 9th grade level • Content
  68. 68. Video & photos work best • Format (text/photo/video/link)
  69. 69. Target friends of friends with campaigns • Localization / relevancy
  70. 70. And target content to your users & friends of users 1. Customer service 2. Friends of fans interested in biz/tech/news 3. Fans of Salesforce pages
  71. 71. Marcus Nelson
 Director of Social Media @marcusnelson Thank You
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