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Guiding the Enterprise Social Media Strategy

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Guiding the Enterprise Social Media Strategy

  1. 1. Guiding the EnterpriseSocial Media Strategy<br />David B. Thomas<br />Director, Social Strategy<br />@DavidBThomas<br />Gordon Evans <br />Sr. Director, Product Marketing<br />@gordonevans<br />August 4, 2011<br />
  2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995:<br />This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements 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 of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering 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 our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, 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, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, 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 Information section of our Web site.<br />Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
  3. 3. The Leader in Social Media Monitoring and Engagement<br />Strong Growth<br />Market Leadership<br />Customer Success<br />2580+ Paying Customers<br />50% of Fortune 100<br />Tripled revenue in 2010<br />Doubled employees to 350 world wide<br />3 major product releases in 2011 so far.<br />2010 Forrester Wave<br />Listening Platforms<br />Leader<br />
  4. 4. How big is it?It’s big.<br />35 plus hours of video are updated to YouTube every minute.<br />300 000 new people join Twitter every day. 155 million Tweets per day.<br />11.5% of the world are now on Facebook, 51% of the US.<br />The average US home will have 5 to 10 web enabled devices by 2014<br />50% of TV viewers around the world watch Internet TV.<br />Over 5 billion photos on Flickr, 2.5 billion photos per month on Facebook.<br />
  5. 5. People are Talking About YourBrands<br />
  6. 6. Social Media Is Communications<br />Telephone<br />Website<br />Email<br />Social Media<br />Customers / Employees / Partners / Suppliers<br />
  7. 7.<br />
  8. 8. Key Elements of Enterprise Social Media<br />Listening<br />Measurement and Analysis<br />Engagement<br />
  9. 9. Listening<br />
  10. 10. Listening: Give your people the tools<br />Listen to Your Customers<br />People are talking about you whether you’re there or not; ignoring them is like ignoring a ringing phone.<br />Build Your Social Pipeline<br />Listen for the point of need and turn social product inquiries into leads<br />Sell Smarter with Social Sales Intelligence<br />Listen to what’s being said about specific customers and industries on the social web<br />Get Competitive InsightsCapitalize on your competitor’s vulnerabilities and turn competitive issues into opportunities <br />
  11. 11. Listening: Know what you want to measure<br />Fans, followers, subscribers and potential reach<br />What are the raw numbers?<br />Is your content being retweeted and shared?<br />How many people are in the extended network who it could potentially reach?<br />
  12. 12. Listening: Know what you want to measure<br />Share of conversation<br />How much of the conversation around a particular topic is about your company?<br />Are you getting the right eyeballs?<br />
  13. 13. Listening: Know what you want to measure<br />Strength of Referrals and Recommendations<br />Are people recommending your company online?<br />Do those people end up in your pipeline?<br />Does increasing your online outreach increase the percentage of referrals that result in leads?<br />
  14. 14. Listening: Know what you want to measure<br />Inbound Links<br />Who is linking to and visiting your website?<br />Where are they coming from?<br />Are your social media activities generating inbound links and driving traffic to your website?<br />Are people bookmarking your site on services like Delicious?<br />
  15. 15. Measurement and Analysis<br />
  16. 16. Measurement and Analysis<br />Value Per Fan/Follower<br />How do people come to your site?<br />Where do they come from? <br />What do they do when they arrive? <br />Overlay that data on your CRM.<br />
  17. 17. Measurement and Analysis<br />Lead Generation and Conversion<br />Designate the lead source.<br />Tag leads in your system.<br />Segregate by the channels that drove them to you.<br />Overlay that data on your CRM.<br />
  18. 18. Measurement and Analysis: The Secret toSocial Media ROI<br />Decide on your successmetrics at the start.<br />Make your campaigns trackable.<br />Figure out how much you spent creating them (time and costs).<br />Quantify the conversion:<br />ROI = gain – cost<br />cost<br />
  19. 19. The Secret to Social Media ROI<br /><br />
  20. 20. Engagement<br />
  21. 21. Engagement: Getting YourCompany Ready<br />Find the Right People<br />Get everybody together in the same room.<br />Invite the skeptics as well as the evangelists.<br />Involve the practitioners and the rulemakers.<br />Create a Social Media Council.<br />
  22. 22. Engagement: Getting YourCompany Ready<br />Put Someone in Charge<br />Where does social media “live” inside your organization?<br />Do you need to hire people or change existing responsibilities?<br />Have someone who can put his or her hand up and say, “Come to me with your questions” or “No, you can’t do that.”<br />
  23. 23. Engagement: Getting YourCompany Ready<br />Create guidelines<br />Make them realistic to your organization.<br />Be clear and concise.<br />Include dos as well as don’ts.<br />Give real-world examples of how to engage.<br /><br />
  24. 24. Engagement: Getting YourCompany Ready<br />Communicate, communicate, communicate.<br />As often as possible, in every channel you have.<br />Spotlight successes.<br />Lead by example.<br />
  25. 25. Engagement: The Basics<br />Be real.<br />Speak with a human voice.<br />Engage with your community person-to-person.<br />Admit when you’ve made mistakes.<br />
  26. 26. Engagement: The Basics<br />Be relevant.<br />It’s not about you, it’s about your community.<br />Share a lot that’s useful for them and they’ll accept a little that promotes you.<br />Yet another 80/20 rule.<br />
  27. 27. Engagement: The Basics<br />Be practical.<br />Social media is a set of tools, not a strategy unto itself.<br />Tie your efforts to existing, bottom-line business objectives.<br />How you will know if you’ve succeeded?<br />
  28. 28. Engagement: The Basics<br />Be patient.<br />It takes time to build a community.<br />If you want to create valuable relationships, there are no shortcuts.<br />
  29. 29. Engagement: The Basics<br />Be active.<br />Engage often.<br />Engage regularly.<br />Respond quickly whenpeople engage with you.<br />Keep your content fresh.<br />
  30. 30. Engagement: The Basics<br />Use what you have.<br />Create a content calendar.<br />Tie it to your quarterly communications goals.<br />Look for content you’re already creating.<br />Share it in all your channels.<br />
  31. 31. Engagement: Create a playbook<br />Who, what, when, why and how.<br />Who will monitor what?<br />To what will you respond?<br />How will you respond?<br />Who will respond?<br />Who needs to approve?<br />Figure it out now beforeyou need it.<br /><br />
  32. 32. And now a word about B2B<br />
  33. 33. B2B Social Media<br />The Bs Are All People<br />Sales cycles are longer in B2B.<br />There are more influencers in the buying chain.<br />B2B buyers are increasingly using social media for research.<br />The “social graph” is just as important in B2B.<br />People like to be entertained and informed, no matter where they’re sitting.<br /><br />
  34. 34. Discussion<br />Gordon Evans<br />Sr. Director, Product Marketing<br />@gordonevans<br />David B. Thomas<br />Director, Social Strategy<br />@DavidBThomas<br />
  35. 35. Please join us at Dreamforce 2011<br />