B P S010 Dormer 091907


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  • B P S010 Dormer 091907

    1. 1. Free Publicity! Lessons from the Experts at Salesforce.com Gordon Evans & Katy Dormer, salesforce.com Andrew Schmitt, OutCast Communications [email_address] [email_address] [email_address] Track: Best Practices: SMB
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. Welcome! Andrew Schmitt, OutCast Communications Katy Dormer, salesforce.com Gordon Evans, salesforce.com
    4. 4. <ul><li>Four Components of PR </li></ul><ul><li>Salesforce.com’s Role in PR </li></ul><ul><li>Next Steps </li></ul>Today’s Agenda
    5. 5. How do you become a PR powerhouse?
    6. 6. Meet Joe and PhotoFly. . . <ul><li>Joe owns Photofly, a company with 48 employees </li></ul><ul><li>Photofly is an online photo service </li></ul><ul><li>Launching Photofly 2.0 in 3 months </li></ul><ul><li>How does Photofly get attention for their launch? </li></ul>PUBLIC RELATIONS
    7. 7. Four Components of Public Relations <ul><li>The Playbook – The media strategy </li></ul><ul><li>The Teams – The hacks and the flacks </li></ul><ul><li>The Play – Executing on the media strategy </li></ul><ul><li>The Final Score – Measurable results and how they are continuing to make progress with this transition </li></ul>
    8. 8. The Playbook – The media strategy X X X X X O O O O O Coverage
    9. 9. The Playbook – The media strategy X X X X X O O O O O Coverage <ul><li>Define the company </li></ul><ul><li>Define the message </li></ul><ul><li>Define the audience </li></ul><ul><li>Define success </li></ul>Best Practice Research, Research, Research
    10. 10. What does this mean for Joe and Photofly?
    11. 11. Photofly’s media strategy X X X X X O O O O O Coverage <ul><li>Define the company </li></ul><ul><li>Define the message </li></ul><ul><li>Define the audience </li></ul><ul><li>Define success </li></ul>Photofly is an online photo sharing service Photofly 2.0 is the first major upgrade of the service Publications & reporters covering the industry PhotoFly 2.0 is Number 1 for Facebook Users
    12. 12. The Teams – Hacks and Flacks No longer the “His Girl Friday” Crowd The Internet and bloggers have changed the game Best Practice The Internet can make anyone look like a big fish
    13. 13. The Players – The Eternal Conflict COVERAGE “ If they want you to print it, it’s publicity. If they don’t want you to print it, it’s news.” Press “ Everyone will be famous for 15 minutes.” Publicists
    14. 14. Photofly’s Media Landscape X X X X X O O O O O Coverage <ul><li>Research what publications are covering major competitors like Flickr </li></ul><ul><li>Research appropriate verticals </li></ul><ul><li>Identifying most influential reporters in the space </li></ul>
    15. 15. The Play – Executing your media strategy <ul><li>Press Releases </li></ul><ul><li>Illustrate your story </li></ul><ul><li>References </li></ul><ul><li>Awards and Speaking Programs </li></ul><ul><li>What will make you stand out? </li></ul>Best Practice Practice makes perfect
    16. 16. Press Release – Step by Step <ul><li>Not Just the Facts – But Your Message as Well </li></ul><ul><li>Demonstrate Leadership </li></ul><ul><li>Communicate the “so what” factor. What can be done now that couldn’t be done before? </li></ul><ul><li>Provide ROI and Metrics </li></ul><ul><li>Quotes from analysts and customers </li></ul><ul><li>Make sure the messages are reflected in everything </li></ul>
    17. 17. Executing Photofly’s Media Strategy X X X X X O O O O O Coverage <ul><li>Press Release </li></ul><ul><ul><li>Photofly 2.0 brings photo sharing to the next generation </li></ul></ul><ul><li>Illustrating the story </li></ul><ul><ul><li>Demo of new release that clearly illustrates value proposition </li></ul></ul><ul><li>References </li></ul><ul><ul><li>Customers in beta program and industry analysts </li></ul></ul><ul><li>Wow Factor </li></ul><ul><ul><li>Giveaway contest </li></ul></ul>
    18. 18. The Final Score – Results/Coverage Best Practice Not ALL coverage is good coverage
    19. 19. How does Salesforce CRM and the Force.com platform help achieve PR goals?
    20. 20. Salesforce is the Coach <ul><li>Getting the Big Picture </li></ul><ul><ul><li>Press release calendar </li></ul></ul><ul><ul><li>Google calendar </li></ul></ul><ul><ul><li>Industry calendars </li></ul></ul>
    21. 21. Press Release Pipeline
    22. 22. Google Calendar
    23. 23. Speaking Calendar
    24. 24. Salesforce is the Coach <ul><li>Managing all media contacts in Salesforce </li></ul><ul><li>Combining this information to better track results </li></ul>
    25. 25. Managing Media Contacts
    26. 26. Dashboards and Analytics
    27. 27. <ul><li>How do you get started? </li></ul><ul><ul><li>AppExchange and PR applications </li></ul></ul><ul><li>IdeaExchange </li></ul><ul><ul><li>Post your ideas for new features on Successforce Ideas, or build them yourself with Apex </li></ul></ul><ul><li>Questions? </li></ul>
    28. 28. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    29. 29. Thank You! Gordon Evans & Katy Dormer, salesforce.com Andrew Schmitt, OutCast Communications [email_address] [email_address] [email_address]