6 Principles of Social Media Marketing
 

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6 Principles of Social Media Marketing Presentation Transcript

  • 1. 6 Principles ofSocial Media MarketingJeffrey L. Cohen, Manager, Content MarketingSalesforce Marketing Cloud@jeffreylcohen/in/jeffreylcohen#MarketingCloud
  • 2. Safe HarborSafe 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 anysuch uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, Inc. coulddiffer materially from the results expressed or implied by the forward-looking statements we make. All statements otherthan statements of historical fact could be deemed forward-looking, including any projections of product or serviceavailability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies orplans of management for future operations, statements of belief, any statements concerning new, planned, orupgraded 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 anddelivering new functionality for our service, new products and services, our new business model, our past operatinglosses, 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 intellectual property and other litigation, risks associated with possiblemergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our abilityto expand, retain, and motivate our employees and manage our growth, new releases of our service and successfulcustomer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to largerenterprise 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-Q for the most recent fiscal quarter ended July 31, 2012. Thisdocuments and others containing important disclosures are available on the SEC Filings section of the InvestorInformation section of our Web site.Any unreleased services or features referenced in this or other presentations, press releases or public statements arenot currently available and may not be delivered on time or at all. Customers who purchase our services should makethe purchase decisions based upon features that are currently available. Salesforce.com, Inc. assumes no obligationand does not intend to update these forward-looking statements.
  • 3. Social Media is changing everything.- Everyone, everywhere
  • 4. 1Social Listening
  • 5. Social Listening• Your company• Customers• Prospects• Competitors• Industry• Online reputation• Crisis• New employees• Influencers• New market and product opportunities
  • 6. Social Listening - Examples 30,000 Twitter mentions per month Empowering customers
  • 7. UseSocial Listening to solve a business problem or answer a specific question. Tweet This!@JeffreyLCohen #marketingcloud
  • 8. 2Social Content
  • 9. Social Content• Valuable• Educational• Actionable• Relevant• Sharable• Builds trust• Images• Videos• User-Generated
  • 10. Social Content - Examples Marketing Cloud Ebook • 22,000 Views • 2,000 leads 300,000 Likes 110% in Engagement
  • 11. Social Content needs to provide value and encourage action. Tweet This!@JeffreyLCohen #marketingcloud
  • 12. 3Engagement
  • 13. Engagement• Make customers feel special• Tell compelling stories• Be authentic• Help customers• Use multiple channels• Ask your audience to engage and share• Engage across departments• Use a CRM system
  • 14. Engagement - Examples 13,000+ resolved issues
  • 15. Engagement needs to provide value and encourage action. Tweet This!@JeffreyLCohen #marketingcloud
  • 16. 4Social Ads
  • 17. Social Ads• Promote well-performing content• Have a strong call to action• Entice your audience to share your message• Encourage peer-to-peer recommendations• Gather information about potential customers• Encourage participation in contest and promotions• Work to reduce cost-per-click• Promote likes
  • 18. Social Ads - Example Reduced Cost of Conversion 88% Increased Sign-ups 620% Increased Click-throughs 26%
  • 19. Amplify your company message with Social Ads by promoting successful content. Tweet This!@JeffreyLCohen #marketingcloud
  • 20. 5Measurement
  • 21. Measurement• Start with business goals• Metrics vs. tactics• Testing and optimizing• Sales and leads• Customer satisfaction• Customer service
  • 22. EstablishMeasurements of success for your social media activities before beginning. Tweet This!@JeffreyLCohen #marketingcloud
  • 23. 6Workflow & Automation
  • 24. Workflow & Automation - Example Actionable Internet Mentions: • Case • Query • Rant • Rave • Lead • RFE • Fraud
  • 25. Scale your social media efforts in two steps. 1. Create a Workflow. 2. Set up an Automation process. Tweet This!@JeffreyLCohen #marketingcloud
  • 26. Social Media Marketing• Social Listening • Social Ads• Social Content • Measurement• Engagement • Workflow & Automation
  • 27. Thank You!Contact us at www.salesforce.com/marketing-cloudor: facebook.com/marketingcloud @MarketingCloud linkedin.com/company/salesforce-marketing-cloud +MarketingCloud youtube.com/MarketingCloud