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Social masterclassing

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J
Jonathan Beacher

Salesforce Marketing Cloud presentation @ Social Masterclassing London, 04/05/2013

1 of 16
Scaling Social Jonathan Beacher @jonathanbeacher /in/jonathanwbeacher
The #1 Social Marketing Suite! Salesforce
Strategic Social Channel Partnerships! Strong Momentum Customer SuccessMarket Leadership 55% of Fortune 100 8 of 10 Largest Advertisers Thousands of customers Over 650m data sources #1 Forrester Wave Leader Gartner Magic Quadrant Full Fire hose Engagement & analytics Social Ads Pages, Ads & Insights
…reaching Social ‘terminal velocity’ !
...is all about the scaffolding!
Social maturity framework! Functionality! Extensive!Limited! BusinessImpact!High!Low! 1 – Informal! • Siloed ! • No policies or training! 1 4 2 32 – Organised • Basic risk management! • Paid/owned/earned ! • Strategy in place! 3 – Engaged • Social content! • Measuring success! • Competitive and industry monitoring! 4 – Optimized • Social is embedded across enterprise! • Actionable CRM data! !
Early stage! •  De-centralised, grass roots approach •  Basic customer service •  Net outputs? •  Inconsistent brand messaging •  Little actionable insight about customers, competitors, partners •  Inability to engage at scale = future brand risk
Mid stage •  Informal risk mitigation Crossing the chasm!
Mid-stage, organised ! •  Social becoming embedded, centralised •  Moving beyond Rant Response Processes Accountability, workflow mapping, content, KPIs Tech 1.  Completeness 2.  Support 3.  Functionality 4.  Workflow
Late stage: optimised! •  New, Socially-enabled customer experiences •  Consistent messaging •  Enabling Peer-to-Peer advocacy to Scale = enabling business objectives Processes Dedicated resource, cross-department involvement Tech 1.  Actionable? 2.  How does it integrate? 3.  Future proof?
Built vibrant communities for microbiology and virology amongst academics, researchers, and students by owning the conversation around the subject matter Curate the community with compelling content, and inspire dialogue and conversation amongst community members who connect with each other through Wiley Drive book sales and new publishing contracts by marketing to their connections Wiley Masters Content Marketing Through Social
Transforming Trade Shows Into Social Events!
Leverage Existing Social Communities!
On and Off-page Advocacy!
Social Media Scorecard – Take the test!!
Social masterclassing

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Social masterclassing

  • 2. The #1 Social Marketing Suite! Salesforce
  • 3. Strategic Social Channel Partnerships! Strong Momentum Customer SuccessMarket Leadership 55% of Fortune 100 8 of 10 Largest Advertisers Thousands of customers Over 650m data sources #1 Forrester Wave Leader Gartner Magic Quadrant Full Fire hose Engagement & analytics Social Ads Pages, Ads & Insights
  • 5. ...is all about the scaffolding!
  • 6. Social maturity framework! Functionality! Extensive!Limited! BusinessImpact!High!Low! 1 – Informal! • Siloed ! • No policies or training! 1 4 2 32 – Organised • Basic risk management! • Paid/owned/earned ! • Strategy in place! 3 – Engaged • Social content! • Measuring success! • Competitive and industry monitoring! 4 – Optimized • Social is embedded across enterprise! • Actionable CRM data! !
  • 7. Early stage! •  De-centralised, grass roots approach •  Basic customer service •  Net outputs? •  Inconsistent brand messaging •  Little actionable insight about customers, competitors, partners •  Inability to engage at scale = future brand risk
  • 8. Mid stage •  Informal risk mitigation Crossing the chasm!
  • 9. Mid-stage, organised ! •  Social becoming embedded, centralised •  Moving beyond Rant Response Processes Accountability, workflow mapping, content, KPIs Tech 1.  Completeness 2.  Support 3.  Functionality 4.  Workflow
  • 10. Late stage: optimised! •  New, Socially-enabled customer experiences •  Consistent messaging •  Enabling Peer-to-Peer advocacy to Scale = enabling business objectives Processes Dedicated resource, cross-department involvement Tech 1.  Actionable? 2.  How does it integrate? 3.  Future proof?
  • 11. Built vibrant communities for microbiology and virology amongst academics, researchers, and students by owning the conversation around the subject matter Curate the community with compelling content, and inspire dialogue and conversation amongst community members who connect with each other through Wiley Drive book sales and new publishing contracts by marketing to their connections Wiley Masters Content Marketing Through Social
  • 12. Transforming Trade Shows Into Social Events!
  • 13. Leverage Existing Social Communities!
  • 14. On and Off-page Advocacy!
  • 15. Social Media Scorecard – Take the test!!