Setting Your Social Media Strategy


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Many of the most forward looking companies are having phenomenal success marketing to customers through social media channels. By engaging in the conversation on Twitter, distributing video on YouTube, and forming groups on sites like Facebook, they are creating massive amounts of brand awareness and turning customers into evangelists. Come discover how you can use these new media to grow your business and what guidelines you need to put in place for your employees.

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  • Created process to assess blogs and determine which to take action on
  • Early days to Current Incubator – Centralized team Distributed – Strategy is central – Marketing, PG, Services
  • LEADERS will enter and become RELEVANT in conversations that occur EVERY DAY in EVERY LANGUAGE all around THE WORLD about their company or product
  • Setting Your Social Media Strategy

    1. 1. Setting Your Social Media Strategy Track: Marketing Vida Killian, Dell Jamie Grenney,
    2. 2. Today’s Agenda <ul><li>Emerging importance of social media for businesses </li></ul><ul><li>Dell’s social media strategy and lessons learned </li></ul><ul><li>How Salesforce thinks about social media </li></ul><ul><li>Questions </li></ul>
    3. 3. 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.
    4. 4. Importance of Social Media is Growing <ul><li>147M Unique Visitors / +10% Y/Y Growth </li></ul><ul><li>124M Unique Visitors / +202% Y/Y Growth </li></ul><ul><li>84M Unique Visitors / +34% Y/Y Growth </li></ul><ul><li>26M Unique Visitors / +660% Y/Y Growth </li></ul><ul><li>15M Unique Visitors / +85% Y/Y Growth </li></ul><ul><li>304M Population of the United States </li></ul>Source: October 2009
    5. 5. Consumer Behavior is Changing Where it Started Where We’re Headed
    6. 6. Directly Impacts Your SEO Strategy Organic Paid Social
    7. 7. Impacts All Areas of Your Business <ul><li>Increase Rep Productivity * Answers, YouTube </li></ul><ul><li>Improve Customer Success * Answers, YouTube </li></ul><ul><li>Drive Evangelism & PR * Twitter, Facebook, YouTube </li></ul><ul><li>Improve SEO Strategy * Blogs, Answers, YouTube </li></ul><ul><li>Generate Leads * Twitter, YouTube </li></ul><ul><li>Harness Innovation * Ideas, Twitter </li></ul><ul><li>Gain Customer Insight * Twitter, Answers, LinkedIn </li></ul><ul><li>Create Competitive Differentiation </li></ul>Product Marketing Sales Support
    8. 8. Vida Killian Social Media & Community Technology Manager
    9. 10. “ These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can be a better company by listening and being involved in that conversation.” Michael Dell, BusinessWeek, Oct. 2007
    10. 11. More than 3 years ago, we started this journey <ul><li>Our Objectives: </li></ul><ul><li>Build the Dell brand </li></ul><ul><li>Listen, learn and engage </li></ul><ul><li>Rapid innovation </li></ul>
    11. 12. Dell was an early adopter and innovator in the online community space s 1 Forrester, “Future of Social Web” Social Network Platforms Sponsored Offsite Properties IdeaStorm Blogs Forums 1995 2005 2006 2007 2008 2009 Social Relationships Users find each other online Social Functionality Users interact in new ways online Social Colonization Social not limited to “social sites” Industry Evolution 1 Digital 1M+ Followers on Twitter today Blogosphere Outreach 2,000 ideas in 1 st 2 weeks
    12. 13. Key Lessons Learned Along Our Journey
    14. 15. Identify then engage in the right conversations <ul><li>Identify via online monitoring </li></ul><ul><ul><li>Radian 6, Google Alerts, Netvibes, Yahoo Pipes, Google Reader, Google Blog Search, Technorati </li></ul></ul><ul><ul><li>Who is talking to you and who is talking about you? </li></ul></ul><ul><ul><li>What is the search experience like? </li></ul></ul><ul><li>Create an engagement model around objectives and resources </li></ul><ul><ul><li>Dell engagement model has evolved from small central team to a triage system into the appropriate business units </li></ul></ul>
    16. 17. People Want to Engage With You 400,000 forum posts 107,000 IdeaStorm votes 30,000 customer reviews 15,000 Accepted Solutions 3,300 Ideas 2,500 customer resolutions 2,400 blog comments
    18. 19. On DELL.COM COMMUNITY FORUMS <ul><ul><li>More than a 1.5 M members engaged in user-to-user dialogue </li></ul></ul><ul><ul><li>5K - 10K posts a week </li></ul></ul><ul><ul><li>Topics range from support  pre-purchase  enthusiast </li></ul></ul>OBJECTIVE: Unleash fans to advise and support each other RESULTS:
    19. 20. Off DELL.COM ONLINE OUTREACH <ul><ul><li>Responses on hundreds of blogs </li></ul></ul><ul><ul><li>VERY positive customer responses </li></ul></ul><ul><ul><li>Negative sentiment online quickly cut in half </li></ul></ul>OBJECTIVES: Listen to customers Share Dell’s POV Resolve issues RESULTS:
    21. 22. <ul><ul><li>>12,000 ideas generated by the community </li></ul></ul><ul><ul><li>~700,000 promotions of ideas </li></ul></ul><ul><ul><li>>87,000 comments </li></ul></ul><ul><ul><li>~400 ideas Implemented by Dell </li></ul></ul><ul><ul><li>Created a Facebook App and ability to post ideas directly to a Facebook profile </li></ul></ul>IdeaStorm OBJECTIVE: Encourage ideas, feedback, innovation and dialogue RESULTS:
    22. 23. Evolution of IdeaStorm – Storm Sessions <ul><li>Time bound and targeted </li></ul><ul><li>All parts of the company can participate </li></ul><ul><li>Compliments primary & secondary research </li></ul><ul><li>Next inflection point in Idea Management </li></ul>
    24. 25. TWITTER <ul><ul><li>@DellOutlet is in top 50 Twitter accounts (1.4M+ followers) </li></ul></ul><ul><ul><li>Sold more than $3M in revenue </li></ul></ul><ul><ul><li>Now 35 official Dell accounts + many more personal accounts </li></ul></ul><ul><ul><li>Each account owner is responsible for responding to issues </li></ul></ul>OBJECTIVE: Created @DellOutlet to quickly move inventory and offer quick buys RESULTS:
    26. 27. We strive for 100% accountability “ Now's not the time to mince words, so let me just say it... we blew it. In this case: instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn't do that, and now we're paying for it.” – Lionel Menchaca, Dell Chief Blogger “ Dell does good, then bad, then apologizes ” – The Viral Garden
    28. 29. Social Media is now part of many people’s jobs Early Days - Incubation Today - Distributed Mode CentralTeam Central Strategy Team Sales Mktg. Service and Support Product Group
    29. 30. Moderation is critical to community management <ul><li>What can be outsourced… anything behind the scenes </li></ul><ul><ul><li>Terms of Service communications </li></ul></ul><ul><ul><li>Moving, merging or deleting posts </li></ul></ul><ul><ul><li>Analysis of information </li></ul></ul><ul><li>What cannot be outsourced… any customer-facing content </li></ul><ul><ul><li>Company created content such as blog posts </li></ul></ul><ul><ul><li>Company responses to content such as forum posts or ideas </li></ul></ul>
    30. 31. Customers expect people behind each interaction <ul><li>Every Dell branded external account (i.e. Facebook page, Twitter account) is owned by someone within the company </li></ul><ul><ul><li>Responsible for monitoring and responding to conversations </li></ul></ul><ul><li>Every personal account referencing Dell information, must be transparent about affiliation with Dell </li></ul>
    31. 32. <ul><li>Build the Dell brand </li></ul><ul><ul><ul><li>Tell the Dell story </li></ul></ul></ul><ul><li>Listen, learn, and engage </li></ul><ul><li>Address issues head-on </li></ul><ul><li>Share Dell’s point of vie </li></ul><ul><li>Rapid Innovation in social media </li></ul>We continue to evolve our goals… <ul><li>Our brand is living </li></ul><ul><ul><ul><li>Engage with customers to build the story </li></ul></ul></ul><ul><li>Listen, learn, and engage </li></ul><ul><li>Address issues head-on </li></ul><ul><li>Evolve Dell’s point of view through collaboration </li></ul><ul><li>Rapid Innovation in all areas of the company </li></ul>THEN NOW
    32. 33. Final thoughts… <ul><li>Clearly define your objectives for participation </li></ul><ul><li>Evaluate your objectives against conversations happening both on and off your domain </li></ul><ul><li>The most important part of a conversation is active listening </li></ul><ul><li>Ensure your success measurements are balanced in both financials and sentiment </li></ul>
    33. 34. Key Coordinates <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    34. 35. Jamie Grenney Sr. Director of Social Media
    35. 36. Three Pillars to Community Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas LinkedIn Facebook YouTube Twitter Our Channels On Other Sites Slideshare Flickr Blogs Facebook YouTube Twitter Other Conversations on the Web Partner Sites Forums
    36. 37. Community On Our Site <ul><li>Our biggest community today </li></ul><ul><li>Control over user experience </li></ul><ul><li>Deep analytics and CRM integration </li></ul>Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas Facebook LinkedIn YouTube Twitter Our Channels On Other Sites Slideshare Flickr Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
    37. 38. Our Social Media Channels <ul><li>Broaden exposure to new audiences </li></ul><ul><li>Meet people where they live </li></ul><ul><li>Leverage tools which are interactive and viral </li></ul>Discussions Blogs Guides Knowledge Conversations On Our Site User Groups Ideas LinkedIn Facebook YouTube Twitter Our Channels On Other Sites Slideshare Flickr Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
    38. 39. Conversations Taking Place on the Web <ul><li>Encourage evangelism and generate link love </li></ul><ul><li>Monitor conversations and engaged where appropriate </li></ul>Facebook LinkedIn YouTube Twitter Our Channels On Other Sites Slideshare Flickr Discussions Blogs Guides Knowledge Community On Our Site User Groups Ideas Forums Partner Sites Blogs Twitter Other Conversations on the Web YouTube Flickr
    39. 40. Three Pillars to Community Answers Blogs Guides Knowledge Community On Our Site User Groups Ideas LinkedIn Facebook YouTube Twitter Our Channels On Other Sites Slideshare Flickr Blogs Facebook YouTube Twitter Other Conversations on the Web Partner Sites Forums
    40. 42. Needed a Cohesive Video Strategy Video on Our Site Video on YouTube
    41. 43. Intuitively We Wanted to Go with YouTube In Our DNA to Partner with Google Great On-Demand Application Consolidate View Counts
    42. 44. Whitehouse.Gov Proved it Was a Viable Approach Branded YouTube Channel Mirror Image On Their Site
    43. 45. Standardizing on YouTube Branded YouTube Channel Branded Players On Our Site
    44. 46. Working On a YouTube Mash-up Manage Playlists Upload Video Manage Video YouTube Manage Playlists Upload Video Manage Video Salesforce TV Sites Deliver Video Manage Channels Salesforce TV Japan Dreamforce TV Content contributors don’t need to login to YouTube Extendable front end UI with security controls Manage multiple channels and build more interactive sites YouTube Javascript / Flash API
    45. 47. Relatively Simple Concept Videos Playlists Channels List View Detail Pages Videos belong to one or more playlists Playlists belong to one or more Channels Channels May Have Featured Videos
    46. 48. Immediate Benefits From Standardizing on YouTube See the Sources of Traffic Able To Measure Content Quality Consolidated View of Video Library Leveraging Their Ad Platform Running UCG Campaigns
    47. 49. Back of the Envelope ROI YouTube Video 91K Video Views 40% Unique Impressions $14 Value Per Impression $509k Net Benefit $100k Video Production, Promotion $25k Infrastructure Cost $125k Total Costs ~300% ROI
    48. 50. Figure Out Your Mix of Video
    49. 52. What is Twitter All About? Email Weekly or Monthly Updates Blogs Weekly or Daily Updates Twitter Daily or Hourly Updates 1995 2000 2010 2005 Twitter  is a free micro-blogging service that enables its users to send and read messages known as  tweets . Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers . Senders can restrict delivery to those in their circle of friends or, by default, allow open access. Users can send and receive tweets via the Twitter website, SMS or external applications.
    50. 53. Our Core Goals with Twitter Build Our Followers -Cross Promote Channels -Publish Good Content -Monitoring Service -Workflow Listen & Engage in Conversation Encourage Evangelism -Testimonials -Net Promoters Get People to Re-Tweet Us -Publish Good Content -Website Integration
    51. 54. Different Types of Twitter Channels Personalities Branded Channels
    52. 55. Listening Platforms & Coordinated Follow-Up Radian6 Salesforce for Twitter Co-Tweet
    53. 56. Training & Certification
    54. 57. With the Real-Time Web There is No Undo Button Imagine Your Post Plastered on a Billboard on the 101 For All the World To See
    55. 58. Social Media Guidelines <ul><li>Required reading for employees who participate in social media – aka every employee </li></ul><ul><li>Publically available on the homepage of our blog </li></ul>
    56. 59. What’s In Bounds, What’s Out of Bounds <ul><li>Stick to writing about what you know </li></ul><ul><li>Quality matters </li></ul><ul><li>Be honest & transparent </li></ul>   <ul><li>Don’t tell secrets </li></ul><ul><li>Don’t talk about financials </li></ul><ul><li>Don’t make forward looking statements </li></ul><ul><li>Don’t talk about unannounced customers </li></ul>   
    57. 60. Don’t Hesitate to Escalate – We’re Here to Help <ul><li>Jane Doe – PR Team & Escalations </li></ul><ul><li>Bob Smith – Social Media & Online Community </li></ul>
    58. 61. Register All New Channels <ul><li>Does it have a clear charter? </li></ul><ul><li>Has the branding been blessed? </li></ul><ul><li>Who is managing the password? </li></ul><ul><li>Have the authors been through social media training? </li></ul>
    59. 62. Identify Yourself as a Salesforce Employee
    60. 63. Key Takeaways <ul><li>Social media is evolving at an incredible pace and the business implications are huge </li></ul><ul><li>Think about the three pillars of your social media strategy </li></ul><ul><li>Pick the tactics that best suite your customer and business objectives </li></ul>
    61. 64. Jamie Grenney @JamieGrenney Vida Killian @VidaK Questions?