Maximizing Your Impact with Social Media
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Maximizing Your Impact with Social Media

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    Maximizing Your Impact with Social Media Maximizing Your Impact with Social Media Presentation Transcript

    • @SFDCFoundation/Salesforce.comFoundation@SFDCFoundation/Salesforce.comFoundationMaximizing Your Impactwith Social MediaLessons Learned withUNICEF and charity: waterMay 8, 2013AdvertiseListen Publish
    • Featured PresentersMiriam WeidnerProduct MarketingMarketing CloudSebastian MajewskiImpact and AnalysisCoordinatorUNICEFPaull YoungDirector of Digitalcharity: water
    • Agenda•  Marketing Cloud Overview•  charity: water-Social Media Best Practices•  UNICEF-Measuring Social Impact Using Social Media•  Q&A
    • 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 any suchuncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differmaterially from the results expressed or implied by the forward-looking statements we make. All statements other thanstatements 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 ofmanagement for future operations, statements of belief, any statements concerning new, planned, or upgraded services ortechnology 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 operating losses,possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of oursecurity measures, the outcome of any litigation, risks associated with completed and any possible mergers andacquisitions, 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, ourlimited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual reporton Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter.These documents 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 are notcurrently available and may not be delivered on time or at all. Customers who purchase our services should make thepurchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and doesnot intend to update these forward-looking statements.
    • Social Media Has Changed Marketing CommunicationForeverEngagingTransparentTargetedUnsolicitedOne to manyUntargetedThe Largest Shift in 60 YearsOld Way New Way
    • Social Media Value for Non Profits•  Grow Community•  Find Influencers•  Recruit Volunteers•  Increase Donations•  Connect With Like-Minded Organizations5/9/13•  Promote Events•  Manage Reputation•  Be A Resource•  Uncover CommunityInsights
    • Fundraising Trends and Opportunities2XSource: M+R and NTEN
    • People Expect Non-Profits to Engage In SocialSource: M+R and NTEN
    • Challenges With SocialDon’t KnowWhere to StartLack CompellingContentNot Integrated withSales & Service55%of CMOs find ithard to link socialto sales150MMBrandConversationsDaily35%of CMOsoverwhelmed creatingfresh contentSources: TwitterChief Marketer 2012 Social Marketing StudyIBM from stretched to strengthenedTeam Efficiency, Collaboration and MeasurementCreate Awarenessthat Drives Leads+1.2bPeople on Facebookand Twitter
    • #1 in Social Marketing#1 in Social Listening #1 in Social Publishing #1 in Social AdvertisingListen Publish Advertise
    • We Help you Measure and Achieve ResultsUnderstand YourCustomerCreateContent MarketingDrive BusinessResultsIncrease in sales forGatorade+59%ImprovedCampaignEffectiveness75%Reduced caseresponse timefor Symantec10% 31%More sales fromsocial sharing forBody ShopSources: DatamonitorMarketing Cloud researchFacebook & DatalogixSymantecTarget & OptimizeSocial Ads+3XROI forFacebook Ads
    • Wednesday, May 8, 13
    • END THE WATER CRISIS.Wednesday, May 8, 13
    • REINVENT CHARITY.Wednesday, May 8, 13
    • 800 MILLIONPEOPLE DON’T HAVE ACCESS TOCLEAN, SAFE DRINKING WATER.Wednesday, May 8, 13
    • Wednesday, May 8, 13
    • Wednesday, May 8, 13
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    • HAND-DUG WELL. RAIN CATCHMENT. POND FILTER.BIOSAND FILTER.SPRING PROTECTION.DRILLED WELL.Wednesday, May 8, 13
    • Wednesday, May 8, 13
    • WATER CHANGES EVERYTHING.Wednesday, May 8, 13
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    • INSPIRATION:MOST IMPORTANT PART OFOUR DIGITAL STRATEGY.Wednesday, May 8, 13
    • “THERE ARE BRANDS OF TOOTHPASTEPEDDLED WITH MORE SOPHISTICATIONTHAN ALL THE WORLD’S LIFE SAVING CAUSES.”- NICK KRISTOFWednesday, May 8, 13
    • 1.3 million followers 65,000 followers242,000 likesWednesday, May 8, 13
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    • MYCHARITYWATER:MAKE OUR STORY, THEIR STORY.Wednesday, May 8, 13
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    • $RAISEINFLUENCEWednesday, May 8, 13
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    • SEE YOUR IMPACT:DIGITAL CUSTOMER EXPERIENCE.Wednesday, May 8, 13
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    • QUESTIONS?@PAULLYOUNG@CHARITYWATERWednesday, May 8, 13
    • 11Maximizing Your Impact with Social Media:Lessons learned with UNICEFRadian6 Webinar: 08.05.2013Speaker: Sebastian Majewski - @sebmaje
    • 22Social MediaMonitoring as aresearch methodology
    • 33The Challenge: Information is delivered in knowledge chunks.
    • 44
    • 55The Monitoring Approach•  Social media conversations offer the richness of qualitative researchand the sample sizes of quantitative research in real time.•  How do we detect digital smoke signals?
    • 66Types of monitoring
    • 77Evidence-based Marketing:
    • 88Rules are changing:The understanding ofperceptions is nuanced.
    • 99Men  tend  to  be  more  concerned  with  topics  that  focus  on  the  bigger  picture.  Women  tend  to  be  more  concerned  with  granular  topics,  focusing  on  direct  cause  &  effect.  59%  58%  54%  51%  48%  42%  41%  37%  41%  42%  46%  49%  52%  58%  59%  63%  Developmental  DisabiliEes  Unnecessary  Side  Effects  Chemicals/Unnatural  Distrust  Government/Industry  Religion/Ethics  Efficacy  Western  Plot  Female   Male  
    • 1010Rules are changing:Social Media triggersTraditional Media.
    • 1111
    • 1212hTp://youtu.be/ZMD1R4uSrCU    
    • 1313Rules are changing:The need for real timeengagement.
    • 1414Need for real-time engagement.
    • 1515Future Challenge:How can we engage withmillions of usersin real-time?
    • 1616Thank you for your attention.Sebastian MajewskiImpact and Analysis CoordinatorUNICEF - Social and Civic Media SectionTwitter.com/sebmaje