Everybody’s Talking!Are You Listening?How Social Media TechnologyBrings Online Conversations toYou
The following slideshow was presented by Radian6’s Social Strategist                         Jeffrey Cohen at             ...
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:This presentation may contain forward-loo...
Social Strategist@JeffreyLCohen
The B2BSocial Media Book     amzn.to/b2bsm2
#radian6
http://www.flickr.com/photos/faceme/2677735132/
http://www.flickr.com/photos/free-stock/4816852493/
The Great Divide
Volume of Conversations                          250 million                          tweets/day
Volume of Conversations                          1.5 billion                          posts/day
Volume of Conversations                            Billions of                              blogs,                        ...
Monitoring the        volume of social        mentions        requires people        or technology.                       ...
Three Phases of Monitoring    • Listening    • Measuring    • Engaging
Listening            Brand and Product            Mentions
Listening            Discover Signal from            Noise
Listening            Monitor Competitors            and Industry
Listening            Finding Influencers
Measuring            Set a Goal
Measuring            Connect with Business            Goals
Measuring            Measure what you can            Move
Engaging           Respond to Questions
Engaging           Share Valuable Content
Engaging           Track Activities
Successful          monitoring          requires          actionable goals          that can be          measured.        ...
Building Healthier Online Communities                       Advice and                       Recommendations
Building Healthier Online Communities                       Discover Content and                       Recommenders
Building Healthier Online Communities                       Answer Questions and                       Publish Content
Building Healthier Online Communities                       Solve Customer                       Problems
Listen to         customers like         @GNCLiveWell so         you can answer         their questions.                  ...
Integrating Feedback into Marketing                       “Refresh Everything”                       Campaign
Integrating Feedback into Marketing                        Monitored thousands                        of conversations    ...
Integrating Feedback into Marketing                        Immediate feedback
Integrating Feedback into Marketing                        Changed ad spend for                        follow-up campaign
Collect real time      feedback like      @Pepsi to make      smarter marketing      decisions.                          T...
Discover and Build a User Community                       Inner Circle of                       Power Users, Fans and     ...
Discover and Build a User Community                       Over 25,000 Members
Discover and Build a User Community                       Product Suggestions                       and Comments
Discover and Build a User Community                       Product Roadmap,                       Prioritize Features and  ...
Discover and Build a User Community                       Advocates Share and                       Spread Content
Discover and Build a User Community                       Recruit New Members,                       Find New Communities
Build an Inner Circle      community like      @IntuitInc for      product reactions.                              Tweet T...
Making B2B Social Media Work                      Listening to Engineers,                      Business Owners and        ...
Making B2B Social Media Work                      Focus on Blogs and                      Forums
Making B2B Social Media Work                      Content Marketing,                      Product and Service             ...
Making B2B Social Media Work                      Distributed to Product                      Marketing and Dealer        ...
Making B2B Social Media Work                      Discover New Leads                      and Retain Customers
Listen across the         B2B distribution         channels like         @CaterpillarInc.                             Twee...
Social Media Command Center                     Monitors over 25,000                     Daily Conversations
Social Media Command Center                     11 Languages
Social Media Command Center                     Twitter Reach is Greater                     than Top 12 US               ...
Social Media Command Center                     Find Every                     Conversation and                     Respon...
Social Media Command Center                     Route Relevant, Timely                     Customer Feedback to           ...
Social Media Command Center                     “It is also about getting                     that information to the     ...
The @Dell          Command Center          achieved 46%          more customer          reach with the          same emplo...
Engage Athletes, Fans and Customers                       Real Time Feedback to                       Inform Marketing,   ...
Engage Athletes, Fans and Customers                       Turn a Leading Sports                       Brand into a Leading...
Engage Athletes, Fans and Customers                       Realized Increases in                       Site Traffic,       ...
Engage Athletes, Fans and Customers                       “Every single person in                       marketing is seein...
You don’t need a         fancy room to do         amazing social         customer service.                             Twe...
http://www.flickr.com/photos/nathaninsandiego/5652269620/
Thank You                                                  Jeffrey L. Cohen                                               ...
Connect with Industry Collective• Like the Industry Collective on Facebook• Follow Industry Collective on Twitter• Check o...
"Everybody's Talking! Are You Listening? How Social Media Technology Brings Online Conversations to You" by Jeffrey Cohen
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"Everybody's Talking! Are You Listening? How Social Media Technology Brings Online Conversations to You" by Jeffrey Cohen, Social Strategist at Radian6. Presented at Murmuration 2012.

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"Everybody's Talking! Are You Listening? How Social Media Technology Brings Online Conversations to You" by Jeffrey Cohen

  1. 1. Everybody’s Talking!Are You Listening?How Social Media TechnologyBrings Online Conversations toYou
  2. 2. The following slideshow was presented by Radian6’s Social Strategist Jeffrey Cohen at Murmuration 2012 Learn More About The Industry Collective: Like the Industry Collective on Facebook Follow Industry Collective on Twitter Check out the Industry Collective Website for all the latest news © 2011 Radian6
  3. 3. 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 suchuncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materiallyfrom the results expressed or implied by the forward-looking statements we make. All statements other than statements ofhistorical 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 customercontracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering newfunctionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations inour operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcomeof intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in whichwe operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage ourgrowth, 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 financialresults of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended April 30, 2011.This documents and others containing important disclosures are available on the SEC Filings section of the Investor Informationsection of our Web site.Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currentlyavailable and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisionsbased upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update theseforward-looking statements.
  4. 4. Social Strategist@JeffreyLCohen
  5. 5. The B2BSocial Media Book amzn.to/b2bsm2
  6. 6. #radian6
  7. 7. http://www.flickr.com/photos/faceme/2677735132/
  8. 8. http://www.flickr.com/photos/free-stock/4816852493/
  9. 9. The Great Divide
  10. 10. Volume of Conversations 250 million tweets/day
  11. 11. Volume of Conversations 1.5 billion posts/day
  12. 12. Volume of Conversations Billions of blogs, comments, communities
  13. 13. Monitoring the volume of social mentions requires people or technology. Tweet This!@JeffreyLCohen #radian6
  14. 14. Three Phases of Monitoring • Listening • Measuring • Engaging
  15. 15. Listening Brand and Product Mentions
  16. 16. Listening Discover Signal from Noise
  17. 17. Listening Monitor Competitors and Industry
  18. 18. Listening Finding Influencers
  19. 19. Measuring Set a Goal
  20. 20. Measuring Connect with Business Goals
  21. 21. Measuring Measure what you can Move
  22. 22. Engaging Respond to Questions
  23. 23. Engaging Share Valuable Content
  24. 24. Engaging Track Activities
  25. 25. Successful monitoring requires actionable goals that can be measured. Tweet This!@JeffreyLCohen #radian6
  26. 26. Building Healthier Online Communities Advice and Recommendations
  27. 27. Building Healthier Online Communities Discover Content and Recommenders
  28. 28. Building Healthier Online Communities Answer Questions and Publish Content
  29. 29. Building Healthier Online Communities Solve Customer Problems
  30. 30. Listen to customers like @GNCLiveWell so you can answer their questions. Tweet This!@JeffreyLCohen #radian6
  31. 31. Integrating Feedback into Marketing “Refresh Everything” Campaign
  32. 32. Integrating Feedback into Marketing Monitored thousands of conversations overnight
  33. 33. Integrating Feedback into Marketing Immediate feedback
  34. 34. Integrating Feedback into Marketing Changed ad spend for follow-up campaign
  35. 35. Collect real time feedback like @Pepsi to make smarter marketing decisions. Tweet This!@JeffreyLCohen #radian6
  36. 36. Discover and Build a User Community Inner Circle of Power Users, Fans and Advocates
  37. 37. Discover and Build a User Community Over 25,000 Members
  38. 38. Discover and Build a User Community Product Suggestions and Comments
  39. 39. Discover and Build a User Community Product Roadmap, Prioritize Features and Catch problem
  40. 40. Discover and Build a User Community Advocates Share and Spread Content
  41. 41. Discover and Build a User Community Recruit New Members, Find New Communities
  42. 42. Build an Inner Circle community like @IntuitInc for product reactions. Tweet This!@JeffreyLCohen #radian6
  43. 43. Making B2B Social Media Work Listening to Engineers, Business Owners and for Industrial Topics
  44. 44. Making B2B Social Media Work Focus on Blogs and Forums
  45. 45. Making B2B Social Media Work Content Marketing, Product and Service Concerns and Competitive Intelligence
  46. 46. Making B2B Social Media Work Distributed to Product Marketing and Dealer Relations
  47. 47. Making B2B Social Media Work Discover New Leads and Retain Customers
  48. 48. Listen across the B2B distribution channels like @CaterpillarInc. Tweet This!@JeffreyLCohen #radian6
  49. 49. Social Media Command Center Monitors over 25,000 Daily Conversations
  50. 50. Social Media Command Center 11 Languages
  51. 51. Social Media Command Center Twitter Reach is Greater than Top 12 US Newspapers
  52. 52. Social Media Command Center Find Every Conversation and Respond for Service, Sales and Community
  53. 53. Social Media Command Center Route Relevant, Timely Customer Feedback to Anyone in Company
  54. 54. Social Media Command Center “It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.” Manesh Mehta VP Social Media and Community
  55. 55. The @Dell Command Center achieved 46% more customer reach with the same employees. Tweet This!@JeffreyLCohen #radian6
  56. 56. Engage Athletes, Fans and Customers Real Time Feedback to Inform Marketing, Product and Communications
  57. 57. Engage Athletes, Fans and Customers Turn a Leading Sports Brand into a Leading Participatory Brand
  58. 58. Engage Athletes, Fans and Customers Realized Increases in Site Traffic, Engagement and Sales
  59. 59. Engage Athletes, Fans and Customers “Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.” Bonin Bough Global Director of Digital and Social Media
  60. 60. You don’t need a fancy room to do amazing social customer service. Tweet This!@JeffreyLCohen #radian6
  61. 61. http://www.flickr.com/photos/nathaninsandiego/5652269620/
  62. 62. Thank You Jeffrey L. Cohen Social Strategist Jeff.Cohen@radian6.com amzn.to/b2bsm2Road (previous slide):http://www.flickr.com/photos/sambou/2611998145/
  63. 63. Connect with Industry Collective• Like the Industry Collective on Facebook• Follow Industry Collective on Twitter• Check out the Industry Collective Website for all the latest news © 2011 Radian6

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