Online Community Powered by Salesforce


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Today you use for sales, marketing, and customer support, but what if you could use it to power your online community? This session shows how we’ve built and evolved our community Web site to connect customers, provide self-service tools, and drive innovation. You’ll walk away with best practices for how to set up a community site plus the know-how to increase customer loyalty and measurable results.

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  • At the end of the day, blogs, answers, testimonials are all about posts, votes, and comments Not implementing separate applications for each of them let me implement the site much faster Eventually we’ll probably move to purpose built applications for things like answers
  • Hi Jamie,   That a tough one because what we did was already skinned and I had to remove and redo so that added a lot of complexity. We were also adding functionality as we went along so ours was a bit of a mish-mash.   However, here's my best guess based on some basic details: Starting from a standard base theme and only doing a re-skin, someone like me (prior to what I know now) would probably take about 40-50 hours provided the re-skin was only moderately complicated and the graphics were pre-made and prepared.   Knowing what I know now, it would still take about 25-30 hours based on the same parameters above. If you needed to cut-up and prepare the graphics also, you could add 20-30 more hours depending on your proficiency with Photoshop or graphics tool.   Special skills would be a intermediate level of skill with CSS and a working knowledge/understanding of apex tags.   Advice: Plan out your css strategy before you start and try to have all the changes or update complete before you begin. Using Eclipse for development would almost be a requirement. If you tried to do this all through the app itself you could count on adding 30+ more hours for development. Using Firefox Firebug is another recommendation to work out CSS issues. Use good naming conventions for static resources and css styles Make sure you check browser compatibility frequently (Mac & PC)   If I think of some more details, I'll send it along. I hope this helps to get you started. If you need further details and want to chat about it, let me know.   Cheers, Ken
  • Thanks Jamie. The role of community manager has definitely evolved over the last year or two. It used to be a hobby more than anything and now has a distinct and viable role in many organizations as they are understanding the meaning and impact of community and social media. This is a great slide that I cannot take credit for but it shows the how muli-faceted this role is. To highlight a few key areas – Platform management you need to fully understand the infrastructure your community is built up, Customer management to create events and campaigns involving community participation, Community management to help moderate/facilitate participation, reward activity and create incentives and finally content management, to create a plan ensure rich and relevant content is always present on the sights.
  • While we do have a central community and social media team we felt that creating a volunteer army was our best approach and strategy with our community. This ensures that the experts are the ones participating and getting engaged with the right conversations. The very best content is being pushed out to the community and questions are getting answered in a timely fashion. By encouraging broad participation this creates a win/win situation for both our internal employees and our community. Here are some of the things we did to help build our volunteer army. Google site – One stop shop for all our community and social media resources where they will find best practices and key contacts BP Tip sheets – we want to ensure we scale appropriately so we built tip sheets like how to record and promote with YouTube Guidelines – We worked directly with legal to create this set of guidelines and we publish externally as well as internally Training and Cert – we built a cert course for anyone that will be engagining and participating on our social media channels. Once a month Admin account – enable new member accounts and keep the categories up to date on the site Manage content – work with internal teams to keep the content fresh and relevant on the site. Helping the teams understand what our customers are saying and then driving what content needs to be created Moderation – work with various subject matter expert teams to engage on the community so that all customer questions get answered timely. Dashboards – track leader boards and metrics for who’s most active in the community
  • Here is our new community – if you have visited our old community you can immediately notice our new look and feel. Cleaner, easier navigation and more consistent with our other properties
  • All the sections of the community that you saw in the super navigation we have created easy to remember urls. This allows our customers a way to very easily find the section of the community that is more important to them. They can either get to them by typing in or by navigating in the community
  • So we have designed each of our community home pages to be consistent. They have a intro paragraph to help ground where they are, an intro video that will give a short 2 min introduction what is most critical to each site Recent items feed that will always easily show the newest content You can navigate by the categories or by search. We have greatly improved search – search this site uses our powerful app search and search across sites pulls in a greater amount of content from other site to broaden your search results
  • Now let’s take a look at the underbelly of page. This is a custom object that was built to manage each section of the community. Called the Site Setup object. The content is broken up into sections and each content box can be as simple or as complicated as we want it to be. You can rename each of the labels to customize the look for each section of the community. Like for this it’s the underbelly of the blogs page – where we want to have it say Recent Posts instead of Recent Ideas. On this page is also where you manage all the categories that display on the page as well as direct links to each image you see.
  • Of course we want all of our community to get engaged with the content so we encourage them to login. They use their regular un and pw to login and get authenticated
  • What we do then is look at the type of profile they are associated with. We have created a series of profiles – that allow each member to do certain things or NOT do certain things on our site. For instance we have only internal bloggers so when an internal employee logs in it checks to see if they are on the blogger profile and the enables them with the post button on that part of the community
  • Once they are logged in it then allows us to track that information right to their account/contact in the system. This elevates a whole new set of information to our sales teams and support teams for example – to see how their customers are interacting on the community.
  • Additionally we can build dashboards to give us a complete look at participation on our community. Leader boards, number of posts/comments/votes, trends over time, and much more. We can provide this to our executives on a regular basis so they can get a pulse on the community
  • From the front side again – this is a look at one of the most exciting enhancements to the community..the profile. This tracks their cross community participation and recent activity.
  • It is very important for any community to display a little bit about who you are. They will be able to upload pictures, write a short bio, and link other social media networks to their profiles
  • This is what it looks like when the profile is complete – this provides a very rich experience to our customers. To be able to see a little personality in the community. We also created a badging/reputation system based on rewarding activity throughout the community
  • Here is a look at the back end of the badging system we put in place. It is a series of custom objects where we can set thresholds for activity, descriptions and link the image that appears on their profile
  • Here is a look at a bit of a different site called getting started. It is a community that is based more on great content that we push out to our self-implementing and newer customers. Still providing all the same look and feel and functionality
  • This is a look at a detail page within that community. They have the ability to let us know what they think about this content by voting and commenting. We can very easily then evolve this content to meet their needs. Most of our customers navigate by searching so this is an example of putting in a search term adoption
  • From behind the scenes every post, idea, testimonial is managed through this tab. We have customized this tab to be called Posts instead of just ideas so it is clearer to our internal users. The drop down list will take you to just the “posts”, “ideas” “announcements” from each site.
  • Looking at that content now from the front end – we don’t want our community to be an island…so even beyond promoting and commenting we put a tweet this button that allows them to bring that content out into their networks
  • PowerPoint Decks Landing Pages Email Templates Phone Conversations
  • Online Community Powered by Salesforce

    1. 1. Online Community Powered by Salesforce Track: Marketing Jamie Grenney, Erica Kuhl,
    2. 2. Safe Harbor Statement “ 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. 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. 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 ., inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
    3. 3. Today’s Agenda <ul><li>Different approaches to building online community </li></ul><ul><li>How we re-built our community on Salesforce </li></ul><ul><li>Tour of the site and tips for managing community </li></ul><ul><li>If you’re interested, how you can learn more </li></ul><ul><li>Questions </li></ul>
    4. 4. Three Pillars to Online Community Answers Blogs Guides Knowledge Community On Your Site Testimonials Ideas LinkedIn Facebook YouTube Twitter Your Channels On Other Sites Slideshare Flickr Blogs Facebook YouTube Twitter Other Conversations on the Web Partner Sites Forums
    5. 5. Community On Your Site <ul><li>Greatest control over the user experience </li></ul><ul><li>Tight integration with CRM </li></ul>Answers Blogs Guides Knowledge Community On Your Site Testimonials Ideas Facebook LinkedIn YouTube Twitter Our Channels On Other Sites Slideshare Flickr Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
    6. 6. Many Benefits to Starting a Community <ul><li>Improve Customer Success </li></ul><ul><li>Increase Rep Productivity </li></ul><ul><li>Drive Evangelism & PR </li></ul><ul><li>Improve SEO Strategy </li></ul><ul><li>Generate Leads </li></ul><ul><li>Harness Innovation </li></ul><ul><li>Gain Customer Insight </li></ul><ul><li>Create Competitive Differentiation </li></ul>
    7. 7. Evolution of Our Online Community 2004 Simple One Page Website 2005 Produced Lots of Content 2006 Added a TypePad Blog 2007 Launched IdeaExchange
    8. 8. Ended Up with a Mash-Up of Technologies Home Getting Started Best Practices Ideas Community Blogs Local User Groups Google Site Search 62 Org Integration Crispy Profile Lithium Profile Salesforce Login (SSO) Omniture Open CMS CrispyNews Lithium TypePad Salesforce Technology Stack TypePad Comments TypePad Comments Omniture Google Lithium Reporting Crispy Reporting TypePad Reporting
    9. 9. All the Variables Make it Difficult to Manage Community Search Blogs Google Site Search Home Getting Started Best Practices Ideas Community Blog Popular Boards Local User Groups Login Page Recent Messages Posts Comments Thread Detail Page Discussions Profile About This Site Detail Page Blogs Posts List List Detail Detail Resource Intensive Multiple Profile Pages UI Bugs Custom Dev Usability SEO Ghost Towns In Consistent Metrics SSO / Security Upgrades
    10. 10. What’s the Best Approach to Implementing It? Create a Mash-up from Best of Breed Vendors Integrate Your Online Community with Salesforce Build Your Online Community on Salesforce Portal – Point & Click Visualforce – Custom Code
    11. 11. Run Your Online Community on
    12. 12. FY10 Goal was to Standardize on Salesforce Getting Started Blogs Answers Ideas Community User Groups Features Google Site Search TZ Org More Profile Page Salesforce Login (SSO) Ideas Testimonials 50 62 Org Integration Search Community Google Salesforce Omniture Omniture Technology Stack
    13. 13. Three Options for Building on Salesforce Build From Scratch on Use Salesforce Ideas as the Foundation Implement Each App Separately
    14. 14. Ideas Base Theme: Proof of Concept
    15. 15. Wanted to Extend the Base Theme <ul><li>Multi-Site Administration </li></ul><ul><li>Enhanced Profile Pages </li></ul><ul><li>Site Stats, Reputation System & Leader Boards </li></ul><ul><li>Subcategories </li></ul><ul><li>Category Descriptions </li></ul><ul><li>Search </li></ul><ul><li>More Page </li></ul><ul><li>Email Alerts & Email to Apex </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Stylesheet Customization </li></ul><ul><li>Twitter Integration </li></ul><ul><li>Data Migration </li></ul><ul><li>Salesforce-to-Salesforce Integration </li></ul><ul><li>Single Sign-On </li></ul><ul><li>Omniture Tracking </li></ul>
    16. 16. Engaged a Salesforce Partner to Help
    17. 17. Multi-Site Administration Site Setup Object with Multiple Records One Set of Visualforce Pages Different Sites for Ideas, Blogs, Testimonials…
    18. 18. Enhanced Profile Pages & Reputation System
    19. 19. Email Alerts & Email-to-Apex Email Response Detail Page Email Notification Automatically Posts a Comment New Comment Triggers Email
    20. 20. Stylesheet Customization <ul><li>How Long Does it Take </li></ul><ul><li>About 40-50 hours provided the re-skin was only moderately complicated and the graphics were pre-made and prepared. Once you’ve done it once you could probably shave 10-15 hours out. </li></ul><ul><li>If you needed to cut-up and prepare the graphics also, you could add 20-30 more hours depending on your proficiency with Photoshop or graphics tool. </li></ul><ul><li>What Skills are Required </li></ul><ul><li>Intermediate level of skill with CSS and a working knowledge/understanding of apex tags. It’s recommended that they use Eclipse for development and Firefox Firebug to work out the CSS issues. </li></ul>
    21. 21. Single Sign-On Authentication
    22. 22. Salesforce to Salesforce Sites Org CRM Org
    23. 23. Erica Kuhl Community Manager
    24. 24. Role of a Community Manager
    25. 25. Top 10 Tips to Build Your Volunteer Army <ul><li>Google Site : Post best practice resources, upcoming trainings, and key contacts for each of our social media properties </li></ul><ul><li>Best Practice Tip Sheets: Produce best practice tip sheets for things like “recording and promoting your YouTube video” </li></ul><ul><li>Social Media Guidelines: Work with legal to define and maintain our social media guidelines </li></ul><ul><li>Training and Certification : Write the decks and hold training classes for employees at least once a month </li></ul><ul><li>Administer Accounts: Add/Remove new users, accounts, and categories to the site </li></ul><ul><li>Managing Content: Work to keep content fresh and maintain quality </li></ul><ul><li>Active Moderation: Enlist the help of others and serve as the point person for escalations </li></ul><ul><li>Build Adoption Dashboards : Track which groups are most active on the community </li></ul><ul><li>Reach Out to Advocates: Define programs to engage top contributors from the community </li></ul><ul><li>Tell Our Story : Attend social media conferences to stay on top of current trends and tell our story </li></ul>
    26. 27. Easy-to-Remember URLs <ul><li>www. gettingstarted </li></ul><ul><li>www. blogs </li></ul><ul><li>www. answers </li></ul><ul><li>www. ideas </li></ul><ul><li>www. features </li></ul><ul><li>www. testimonials </li></ul><ul><li>www. usergroups </li></ul>
    27. 29. Site Setup
    28. 32. Driving Participation
    29. 33. CRM Integration
    30. 37. Leaderboard
    31. 38. Community Moderation
    32. 40. Salesforce Search
    33. 41. Salesforce Search
    34. 45. Sub-Category
    35. 46. Follow Us Tab
    36. 48. Answered Question
    37. 53. Detail Page
    39. 56. Jamie Grenney Sr. Director of Social Media
    40. 57. How Do You Measure Success? <ul><li>Inbound Referrals </li></ul><ul><li>Unique Users </li></ul><ul><li>Page Views </li></ul><ul><li>Pipeline </li></ul><ul><li>Traffic : Unique visitors & page views month over month </li></ul><ul><li>Broad Participation : Quantify and grow the percentage of customers, partners, and employees using the community </li></ul><ul><li>Targeted Participation : Identify key contributors from the community and run programs to recognize and retain them </li></ul><ul><li>Website Usability : Improve Opinion Lab Scores by x% </li></ul><ul><li>Website Usability </li></ul><ul><li>Logins </li></ul><ul><li>Posts </li></ul><ul><li>Votes </li></ul><ul><li>Comments </li></ul>
    41. 58. What Licenses Do You Need? <ul><li>Administrators and Developers need an Enterprise Edition License to Customize the App </li></ul><ul><li>Anyone moderating the community, looking up customers, or running reports also needs an Enterprise Edition License </li></ul>Enterprise Edition <ul><li>Visitors can browse the site anonymously as guest users using Salesforce Sites </li></ul><ul><li>First 1M page views per month included with EE </li></ul>Sites <ul><li>To post, vote, comment you must login </li></ul><ul><li>On average, 10% of your total visitors will log in. </li></ul><ul><li>Portal users are $1 a year (named user model) </li></ul><ul><li>In some cases usage based licenses is more appropriate (0.25/login) for Ideas only </li></ul>Portal Users
    42. 59. Engage Professional Services for Help <ul><li>Development </li></ul><ul><ul><li>Creative Implementation / Site Branding </li></ul></ul><ul><ul><li>Salesforce Configuration </li></ul></ul><ul><ul><li>Ideas Base Theme Configuration & Customization </li></ul></ul><ul><ul><ul><li>Ideas Base Functionality (create, vote, comment) </li></ul></ul></ul><ul><ul><ul><li>Multi-Site Administration </li></ul></ul></ul><ul><ul><ul><li>Custom Homepage </li></ul></ul></ul><ul><ul><ul><li>Profile Photo & Idea Image Upload </li></ul></ul></ul><ul><ul><ul><li>Profile Search </li></ul></ul></ul><ul><ul><ul><li>Idea Sub-Category Support </li></ul></ul></ul><ul><ul><ul><li>Site Metrics & Leaderboard </li></ul></ul></ul><ul><ul><ul><li>Email-to-Comment & Email Alerts </li></ul></ul></ul><ul><ul><li>Test & Deploy </li></ul></ul><ul><li>Discovery & Definition </li></ul><ul><ul><li>Audience Assessment </li></ul></ul><ul><ul><li>Community Usage Modeling </li></ul></ul><ul><ul><li>Feature Definition & Design </li></ul></ul><ul><ul><li>Information Architecture / Sitemap </li></ul></ul><ul><ul><li>Creative Designs </li></ul></ul>
    43. 60. Follow Us on the Blogs
    44. 61. Jamie Grenney @JamieGrenney Erica Kuhl @Erica_Kuhl Questions?