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Marketing Your App for the Social Era - Dreamforce 2012 - 9/20

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The social era is transforming the way our customers think about using our products. Join us to hear how you can harness this momentum with the right value proposition, messaging, and positioning for …

The social era is transforming the way our customers think about using our products. Join us to hear how you can harness this momentum with the right value proposition, messaging, and positioning for your app. From content strategy to social media best practices, we'll give you the tips to build a winning marketing formula. Bonus: Hear how these methods paid off for a salesforce.com ISV partner. This session is primarily for marketing, marketing ops, and business development


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  • 1. Marketing Your App for theSocial EraRachella Grossi, salesforce.com, Sr. Manager, Partner Marketing@rachellazgIn/rachellazg
  • 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 intellectual property and other litigation, 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 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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. How to Market Your App in a Social World?
  • 4. Marketing Your App for the Social Era Be part of Nail the Optimize your Go something message demand social bigger generation
  • 5. Reebok Differentiates with CrossFit
  • 6. Salesforce.com Differentiates with Social Business is Marketing Customers social is aligned love it!
  • 7. The Future of Enterprise Apps: Social and Connected Evolution to Next Cycle Lip Service From Industry Dinosaurs Matures Leaders are Social Established Businesses are Born Year 1 Year 3 Year 5 Year 7 Year 9 Year 10
  • 8. Re-Imagine Your App Social and Connected
  • 9. Marketing Your App for the Social EraBe part of Nail the Optimize your Gosomething message demand social bigger generation
  • 10. What is Your Simple and Concise Value Proposition?Fill in the blanks :For _____________________________Like ____________________________Who ____________________________Our Product ____________________Is a _____________________________That Provides ___________________Unlike __________________________Our Service _____________________
  • 11. Make it the Right Pitch in the Right Voice Salesforce.com Voice: Aloha Be conversational Be direct Be concise Business-speak Aloha
  • 12. Some Aloha ExamplesBe Conversational: We enable collaboration by securely and effectively connecting people and business information systems within enterprises and across enterprises. Collaborate in real time, from anywhere.Be Direct: We offer a broad portfolio of products and services to enable public, private, and hybrid clouds that enable customer choice. Cloud computing makes your business more profitable.Be Concise: We are redefining how business solutions empower people for greater success, predict potential issues and opportunities, and enable organizations to expand the possibilities for competitive advantage. Supercharge your sales. Bring social intelligence into your sales process.
  • 13. Marketing Your App for the Social Era Be part of Nail the Optimize your Go something message demand social bigger generation
  • 14. The Power of an Integrated Strategy PR Digital Events Website Marketing Campaign Social Media Advertising Internal Partnerships Communications
  • 15. Best Practices for PR Success 1.  Reporters are writers 2.  Customer success 3.  Metaphors 4.  Get social 5.  Keep salesforce.com in the loop
  • 16. Create Awareness and Demand at EventsBuild your events strategy Don’t miss salesforce.com events
  • 17. Market with SEO, SEM, and Retargeting Visitor They learn about your products but leave before •  Measure your SEMcomes toyour site purchasing •  Follow SEO best practices •  Use retargeting Retargeting displays your ads on sites they visit later
  • 18. Optimize Your Lead Follow-Up with Sales Keys to conversion success •  Nurture emails •  Alignment with sales •  Quick follow up •  Equitable lead distribution •  Clear conversion criteria •  Multi-touch approach
  • 19. Marketing Your App for the Social EraBe part of Nail the Optimize your Gosomething message demand social bigger generation
  • 20. Engage Your Customers Where they Are
  • 21. And Share Awesome Content Customer stories Campaigns Infographics Videos
  • 22. Rebecca CorlissHead of Content & Social Media,HubSpot@repcor
  • 23. HubSpot’s Social Growth in One Year 85% increase in Twitter followers 340% increase in LinkedIn followers 500% increase in Facebook likes
  • 24. HubSpot Saw a 217% Increase in Leads from Social July, 2011 August, 2012
  • 25. Become a Reliable and Valuable Social Outlet
  • 26. Optimize Content for Sharing
  • 27. Follow through with Valuable Calls-to-Action
  • 28. Rachella Grossi Rebecca CorlissSenior Manager, Partner Head of Content and Marketing Social Media @rachellazg @repcor
  • 29. DF12 ISV Success Sessions Great sessions for each phase of the lifecycle Plan Build Distribute Sell SupportISV Kickoff: Getting Started Distributing & Licensing Your App How to Support Your CustomersHow to Architect & Design Your App Automate Your App Sales ISV PM Product RoadmapDesigning Social Apps (Workshop) Extend Your Commercial Force.com App Expanding Your Marketing Reach with AppExchange Team Development and Release Mgmt Marketing Best Practices in the Social Era Building Secure Applications in the Cloud Mastering the Direct Sales Model Selling Social Apps Follow sessions and join the Partner Success Group on
  • 30. A Few Reminders. . .Why Work With a PDO Partner Success Experts Innovation Theater and Lounge 1:1 Success Clinics Innovation Theater and Lounge Need to relax? Have a massage! Check out the Partner Hub 540 Howard StreetSurvey (Session Record) Cloud Crawl (Thursday Night) Follow us on Twitter @partnerforce
  • 31. Partner Hub – Speaker DebriefWhy Work With a PDO Partner Success Clinics Welcome Desk Speaker Debrief Area