Triggering Social Change: Taking Meaningful Business Actions from Social Events

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Whether external or internal, the value of collaborative and social interactions goes far beyond simple information updates displayed on a wall (stream). They are significant events that can be used …

Whether external or internal, the value of collaborative and social interactions goes far beyond simple information updates displayed on a wall (stream). They are significant events that can be used as catalysts for meaningful business action. In this session, we will explore the use of Salesforce Triggers and other mechanisms in helping organizations to create a conduit between social events and business processes.

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  • 1. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. June 25th, 2013 EricWhipple Triggering Social Change
  • 2. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Introduction Hi. I am a designer. Vice President of Products and Solutions Product Owner – RQ® for Salesforce Product Line Technical Strategist Owner, ModernApple Consulting Salesforce.com Solution Design and Implementation Process and Satisfaction Modeling
  • 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. RCG helps companies prioritize, measure, and advance the relationships that most impact their performance Our Process: —  Relational Ladder Methodology —  RQ® for Salesforce —  Over 50,000 RelationshipsAssessed Some of Our Clients: —  Berkley College –Admissions, Enrollment, Financial Aid —  Univ. of Dayton –Alumni Relations, StudentAmbassadors —  Villanova University – Major Gifts The Relational Capital Group
  • 4. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. What does “Social Business” Mean? all business is social sources channels directions destinations Social channels are powerful, but to be meaningful they must always be tied to… Real and Measurable Outcomes Social Business is about “doing” business socially, not just “watching” it
  • 5. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. The “Tweet” or the Egg? Why do Companies fail with social initiatives? History Culture Language Knowledge With Salesforce.com, you are already more social than you may realize Playing The Game of Social Isolated Concerns / Disconnected Results A Hope Strategy for ROI Lack of Clarity and Intentions Businesses fail with social initiatives because of their social practices!
  • 6. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Salesforce Chatter —  Chatter is about Social Collaboration and Productivity —  Social Profiles and Feeds —  SocialWorkflow —  Chatter Groups —  Chatter Communities —  File Sharing and Preview —  Chatter Mobile —  Chatter Desktop —  Why Chatter is not like Email —  Why Chatter is not like Facebook
  • 7. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Posting a Whole Lot More —  Publisher Actions turn data management tasks into social updates —  Posting updates can be as simple or as sophisticated as you need it to be —  Encourage good social content by controlling post data —  Auto fill data attributes to ensure complete data
  • 8. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Beyond the Wall with Salesforce.com —  Going Offensive with Social —  TellingYour Social Story: SocialTriggers —  Social Integration: Leveraging external social content —  Social Automation: Scheduled Jobs and Chatter API —  Beyond Configuration and Code —  SalesforceAppExchange has many applications that leverage social channels to help you design, execute, and govern both social and traditional data processes.
  • 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Telling Your Social Story ApexTrigger + Chatter (Apex) = Customized and automated Social Stories
  • 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Telling Your Social Story 1.  Create a new FeedItem 2.  Assign it to the appropriate stream 3.  Populate it’s content (body) 4.  Give it a title 5.  Insert the new record 6.  DONE! trigger opportunityActions on Opportunity (after insert, after update) { for(Opportunity opp :Trigger.new){ if(opp.stageName == 'ClosedWon'){ //format Opportunity amount List<String> args = new String[]{'0','number','$##,###,##0.00'}; String amount = String.format(opp.amount.format(), args); //Add a new Link post to theAccount's stream FeedItem post = new FeedItem(); post.ParentId = opp.accountId; post.Body = 'We are KILLING it! Won another deal for ‘+amount+' on ‘+String.valueOf(opp.closedate); post.LinkUrl = '/'+opp.id; post.Title = opp.name; insert post; } } }
  • 11. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Social Integration —  Question: How can we leverage our LinkedIn networks to be better observers of trending topics? —  Question: Is it really possible to act effectively and efficiently with what’s going on “out there”? —  Question: How can we do that without hiring a bunch of people to “watch the world”? How can we automate the process? —  Example: Capture LinkedIn stream data and take specific sales and marketing actions, based on the content of that data —  MonitorTrendingTopics —  Add new Leads, based on strategically relevant social topics —  Automatically assign Leads to appropriate marketing campaigns
  • 12. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Social Integration Integration Stack Benefits —  Leverages existing LinkedIn capabilities —  Utilizes standard (well-known) data structures —  Captures actual structured data, not just blobs —  Full development platform to leverage social data —  Complete CRM toolset to connect social behaviors with real people
  • 13. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Social Integration Creating a Simple (but powerful) MVC application Visualforce page LinkedIn Apex Controller LinkedIn Helper Class LinkedIn Models Class Campaign Member Object Campaign Object Lead Object Other…
  • 14. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. The LinkedIn Class Model —  Classes  were  derived  from  the   LinkedIn  Api  JSON  response  to  an   HTTP  request   —  They  are  automaAcally  be   mapped  to  the  JSON  message   —  Unmappable  (unecessary)   aHributes  will  be  “skipped”   —  ConsumpAon  (capturing  and   parsing)  of  data  will  be  done  in   ONE  LINE  OF  CODE   public  with  sharing  class  LinkedInModel{          public  class  LinkedInResponse{…}          public  class  LinkedInSHARUpdate{…}          public  class  UpdateContent{…}          public  class  Person{…}          public  class  CurrentShare{…}          public  class  ShareContent{…}          public  class  SiteStandardProfileRequest{…}   }  
  • 15. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Key Code Bits —  LinkedInAPI Request String private String getLinkedInRequestUrl(){ return 'https://api.linkedin.com/v1/people/~/network/updates? type=SHAR&format=json&count='+postCount+'&oauth2_access_token=AQWFNOSFZ…'; } —  Processing the Results private void getLinkedInUpdates(){ HttpRequest req = new HttpRequest(); req.setEndpoint(getLinkedInRequestUrl()); Http http = new Http(); HttpResponse response = http.send(req); linkedInResponse = (LinkedInModel.LinkedInResponse) JSON.deserialize( response.getBody(), LinkedInModel.LinkedInResponse.class); (… Continue Processing…) }
  • 16. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Key Code Bits —  Create New Leads and Perform Additional Processing public static void upsertSocialLeads(List<LinkedInModel.LinkedInSHARUpdate> postValues){ for(LinkedInModel.LinkedInSHARUpdate socialContent : postValues){ // If the lead already exists, just add the post to that Lead. // If it does not, then add a Lead and then add the post to that Lead. List<Lead> existingLead = [select id from lead where firstname = :firstName and lastname = :lastName]; if(existingLead.size() > 0){ // Save individual post content as a completed task on that Lead Task newPost = newTask(); (… Continue Processing…) } else { // Create, populate, and save a new Lead Lead socialLead = new Lead(); (… Continue Processing…) insert socialLead; whoId = socialLead.id; addToCampaigns(socialLead,get2013Campaigns()); }
  • 17. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Social Automation —  Force.com APIs enable the platform to be notified of social events —  ScheduledApex jobs enable automation of poll-based interactions global class scheduledMerge implements Schedulable{ global void execute(SchedulableContext SC) { HttpRequest req = new HttpRequest(); req.setEndpoint(getLinkedInRequestUrl()); Http http = new Http(); HttpResponse response = http.send(req); linkedInResponse = (LinkedInModel.LinkedInResponse)JSON.deserialize( response.getBody(), LinkedInModel.LinkedInResponse.class); (… Continue Processing…) } }
  • 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Final Thoughts —  All Business is social —  Social actions must be designed to be meaningful —  Salesforce.com encourages and supports sophisticated social collaboration out of the box —  Social content can be easily leveraged to contribute to meaningful business action that drives higher quality and greater performance
  • 19. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Questions —  eric@relcapgroup.com or eric@modernapple.com —  www.relcapgroup.com —  www.rqforsalesforce.com (or check us out on theAppExchange)
  • 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.