Social Enterprise - Facebook for Marketing: Bigger opportunities ahead

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Social Enterprise - Facebook for Marketing: Bigger opportunities ahead

  1. 1. Facebook for Marketing: BiggerOpportunities AheadHow Businesses Can Benefit From a MoreConnected World /salesforce @laurenv in/laurenvaccarello
  2. 2. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-lookingstatements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptionsproves incorrect, the results of salesforce.com, 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 anyprojections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans ofmanagement for future operations, statements of belief, any statements concerning new, planned, or upgraded services ortechnology developments and customer contracts 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, our new business model, our past operating losses, possible fluctuations in our operating results andrate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergersand acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, andmotivate our employees and manage our growth, new releases of our service and successful customer deployment, our limitedhistory reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information onpotential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for themost recent fiscal year ended January 31, 2012. This document and others are available on the SEC Filings section of the InvestorInformation section of our Web site.Any unreleased services or features referenced in this or other press releases or public statements are not currently available andmay not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based uponfeatures that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Getting To Know Each Other
  4. 4. Agenda 1 Why Facebook Matters 2 Growing Your Community 3 Engaging with Your Community 4 How Salesforce Uses Facebook
  5. 5. Facebook is BIG million users
  6. 6. Getting Even Bigger of UK adult internet users are active on Facebook
  7. 7. Facebook Users Are Well Networked average number of friends on Facebook
  8. 8. Social is Changing How We Spend Our Time billion minutes spent on Facebook per month Last year that number was 150 billion minutes
  9. 9. Social is Also Bringing Us Closer Together
  10. 10. Social Keeps Us Connected
  11. 11. What Does This Mean For
  12. 12. New Ways to Connect to Customers
  13. 13. Businesses Can Connect To Customers
  14. 14. And To Their Customers’ Friends
  15. 15. Benefit From All of These Connections 850M people Friends of Fans: 31,914,320 Fans: 86,960 Salesforce s Facebook Audience
  16. 16. Start Building Your Community
  17. 17. Create Your Brand Page
  18. 18. Create Your Brand Page• Reflect your brand s personality/identity
  19. 19. What is Great Content?§  Useful and shareable§  May contain photos or videos§  Engaging
  20. 20. Great Content Gets in the News Feed§  90% of comments and likes come from the newsfeed§  Most fans don’t revisit your brand page
  21. 21. EdgeRank: How Facebook Ranks Updates Image c/o http://www.stuffedweb.com/what-is-facebook-edgerank/
  22. 22. Value of a Facebook Fan§  Value varies by company§  Think of your fan base as you would an email list –  Group of people opting in to your message Source: http://www.mediabistro.com/alltwitter/value-social-following_b19416
  23. 23. Paid Promotion to Grow Fans
  24. 24. What Can You Target on Facebook?•  Location•  Demographic•  Interests•  Connections•  Education & Work
  25. 25. Marketplace Ads to Grow Fan Base •  Auction-based pricing •  Great for fan acquisition •  Use to drive actions
  26. 26. Other Types of FB Ads: Premium §  Premium placement §  CPM based §  Option for video
  27. 27. Logout Page Ad
  28. 28. Example: Grow Fans of Sales Cloud§  Who is your ideal fan?§  Interests§  Location§  Occupation
  29. 29. Grow Fans of Sales Cloud: UK SMB Owners
  30. 30. Grow UK SMB Followers for Sales Cloud
  31. 31. More than doubled our fans and followers in 2011
  32. 32. 1.4 million people joined the movement 40% increase in awareness of SBS among general population 28% increase in small business sales Y-O-YFull case study: http://ads.ak.facebook.com/ads/FacebookAds/American_Express_CaseStudy.pdf
  33. 33. Engage and Amplify
  34. 34. “The journey to customer loyalty is no longer linear, but acontinuous process of exploration and interaction” Source: Building Brands For The Connected World, Facebook, Feb 2012
  35. 35. Listen to Your Customers
  36. 36. Start Conversations and Keep Them Going
  37. 37. Reply to Questions and Build Relationships
  38. 38. Getting the Most From A Connected World Build: Make it EASY to make authentic connections Your Social plugins Page Engage: Provide VALUE to your fans so they ll want to engage with our brand Publish Amplify: to fans Leverage social ads to amplify REACH via friends of connections
  39. 39. Salesforce Marketing To Connected WorldPage post from Page Sponsored stories*: Fans and their friends
  40. 40. Paid Promotion Grew Reach 3X
  41. 41. Looking For More Than Engagement?
  42. 42. Have You Heardof Cloudforce?
  43. 43. Case Study: Cloudforce San Francisco§  Goal: 15,000 registrations§  How can Facebook be a part of this?
  44. 44. How We Approached Facebook Marketing
  45. 45. Sponsored Stories Targeting Fans
  46. 46. Amplify to Reach Friends of Fans
  47. 47. Created Unique Messaging For Non-Fan Target
  48. 48. Importance of Building Community First886% higher conversion rate 14% higher conversion rate89% lower cost per registration 14% lower cost per registration
  49. 49. Cloudforce San Francisco Facebook Results§  78% paid media registrations came from social advertising –  ½ from Facebook§  Scalable event strategy
  50. 50. What About Apps?
  51. 51. Should You Market with Facebook Apps? §  Do you have an audience on your website? §  Do your customers already engage with your business on an ongoing basis? §  Do you have both the budget and technical resources to build and promote an App §  Then consider building Apps to engage people in new and long-lasting ways.
  52. 52. Olivier and Pascal Had an Idea§  Track the French Presidential election§  Relevant
  53. 53. The Idea Grew§  Track the French Presidential election in real time§  Relevant§  Powered by our technologies
  54. 54. The Idea Became a Powerful App Radian6 API Google Charts APIRadian6 Topic Profile 1 week to build HEROKU
  55. 55. Real Time App Tracked The French Election§  Provide real time social tracking of the French presidential election§  Also grew fans and awareness§  Built on Heroku and powered by R6 data
  56. 56. Results§  Traditional press coverage§  15% increase in fans§  Thousands of visits§  Templatized app for future election and event coverage
  57. 57. Facebook Marketing Wrap Up1.  Customers, prospects and employees are on Facebook and you should be too2.  Build and monitor a community3.  Engage with your fans4.  Use ads to amplify your (marketing) message5.  Build apps for long lasting engagement
  58. 58. Lauren Vaccarello@laurenv
  59. 59. .Thank you!

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