Social Media for B2B - How Does Social #et10


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Here\'s how Salesforce does Social Media, including strategy, staffing, training & measuring our company\'s social engagement.

Presentation made at ExactTarget\'s Connections 2010 Conferenceon September 15, 2010.

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  • Social Media for B2B - How Does Social #et10

    1. 1. Social Media for B2B How does Social
    2. 2. Safe Harbor <ul><li>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, 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 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. </li></ul><ul><li>The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, 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, risks associated with 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. </li></ul><ul><li>Any unreleased services or features referenced in this or other 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., inc. assumes no obligation and does not intend to update these forward-looking statements. </li></ul>
    3. 3. What does social media require? <ul><li>Ownership within your company </li></ul><ul><li>Systems & policy to protect your brand </li></ul><ul><li>Training to embrace social media </li></ul><ul><li>Social CRM to manage and engage customers </li></ul><ul><li>Organizational alignment, dedicated resources </li></ul><ul><li>Measurement that maps to business objectives </li></ul><ul><li>Reporting to guide management </li></ul>
    4. 4. Where to begin…
    5. 5. Accept broad changes in Internet usage <ul><li>We must recognize, virtually every customer , partner , </li></ul><ul><li>and employee is engaged in social media </li></ul>
    6. 6. Encourage employee participation <ul><li>Army of 4,000+ employees who can engage, </li></ul><ul><li>share and promote our products. </li></ul>Help answer customer’s questions Show customers we’re listening to their product ideas Share our knowledge and expertise Promote videos you find useful Connect the dots and uncover sales opportunities Re-tweet Salesforce news to your network
    7. 7. Establish a clear social media policy <ul><ul><li>Every Employee is responsible for reading and adhering to the rules. </li></ul></ul><ul><li>What’s in bounds? </li></ul><ul><li>What’s out of bounds? </li></ul><ul><li>Who to escalate things to? </li></ul>
    8. 8. Know the risks involved There is no undo
    9. 9. Create an organizational model © 2010 Altimeter Group Coordinated Centralized Organic Multiple Hub & Spokes Holistic
    10. 10. Establish role assignments <ul><li>Social Strategist </li></ul><ul><ul><li>Responsible for the overall program, including ROI </li></ul></ul><ul><ul><li>There may be multiple strategists at each spoke </li></ul></ul><ul><li>Community Manager </li></ul><ul><ul><li>Customer facing role trusted by customers </li></ul></ul><ul><ul><li>Companies may have dozens of community managers </li></ul></ul>© 2010 Altimeter Group
    11. 11. Social CRM
    12. 12. What is “Social CRM?” – Paul Greenberg “ Godfather of CRM”
    13. 13. 18 Social CRM Use Cases © 2010 Altimeter Group Jeremiah Owyang Web Strategist Altimeter Group
    14. 14. Underlying principals across these use cases <ul><li>Monitoring – Listening capabilities to filter out the noise </li></ul><ul><li>Mapping – Link peoples social profiles to customer records </li></ul><ul><li>Management – Organize information and make it actionable </li></ul><ul><li>Measurement – What you can’t measure you can’t improve </li></ul>
    15. 15. Twitter audit
    16. 16. Very basic 7-day twitter audit <ul><li>Total of 300-400 “Salesforce” mentions per day </li></ul><ul><li>60 News – People re-tweeting news articles </li></ul><ul><li>18 Heros – Completed training, starting a project, drank the Kool-Aid </li></ul><ul><li>16 Argh – Frustration over product gaps, support challenges </li></ul><ul><li>9 Sales – Pricing questions, switching vendors, comparing vendors </li></ul><ul><li>7 Ideas – Promoting an idea on our IdeaExchange </li></ul><ul><li>5 Partners – Looking for consultants, asking about partner apps </li></ul><ul><li>4 Help – Asking product questions, often times challenging ones </li></ul>
    17. 17. What are users saying? Heros Sales Support
    18. 18. Have systems © 2010 Altimeter Group This framework was built using the USAF Blog Triage. Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? Dedicated Complainer? Comedian Want-to-Be? Negative Positive Yes No Do you want to respond? No Response No Yes Take reasonable action to fix issue and let customer know action taken Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Assess the message
    19. 19. Monitoring tools
    20. 20. Monitoring Tools
    21. 21. CoTweet for engagement
    22. 22. Salesforce for Twitter
    23. 23. Turn a tweet into a lead or case
    24. 24. Radian6 for tracking & reporting
    25. 25. Social Marketing
    26. 26. Vision for Social Media at Salesforce <ul><li>Harness the energy of’s evangelists by facilitating a conversation between the brand, customers, and their networks. </li></ul>
    27. 27. Deliver a clear and concise message
    28. 28. Over 800 Videos In Our Library
    29. 29. Where is Video Being Consumed? 39% 46% 14%
    30. 30. Managing Video – Salesforce for YouTube
    31. 31. This equates to… a) average video view is 2 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks Assumptions 6,000 video views a day = 35 hyper-efficient reps
    32. 32. Promote your properties
    33. 33. Brand your properties
    34. 34. Engage where they are
    35. 35. Create reports for upper management
    36. 36. @marcusnelson [email_address]