1.
Den sosiale dialogen med kunden
… eller #UnitedBrokeMyGuitar
Elisabeth Bitsch-Christensen
@echristensen42
www.echristensen42.com

2.
S. O. C. I. A. L.

3.
S.O.C.I.A.L.
• S incere
• O pen
• C ollaborative
• I nterested
• A uthentic
• L ikeable
• www.echristensen42.com

4.
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
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 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 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.
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 any litigation, risks associated with completed and any 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 non-salesforce.com products, and utilization and selling to larger enterprise customers. Further
information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report
on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter.
These documents and others containing important disclosures are available on the SEC Filings section of the Investor
Information section of our Web site.
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. Salesforce.com, inc. assumes no obligation and does
not intend to update these forward-looking statements.

5.
Salesforce Foundation
410,000+
Hours Service
% $40+
Million
Grants
Time • Equity • Product
16,000
Non-profit
Organizations

6.
http://twittercensus.se/graph2013/

7.
http://finnishtwitter.com/getdata.php http://www.twittercensus.se/
graph2013/

8.
#SocialAirlines

9.
Do airlines service customers everywhere? We checked.
- 100,000 tweets over 1 month
- 33 different airlines worldwide
looking for where people mentioned an airline's twitter handle,
or the airline replied back to a person.

10.
Europe gets it – US based airlines don’t
14000 100%
90%
12000
80%
10000 70%
60%
8000
50%
6000
40%
4000 30%
20%
2000
10%
0 0%
Customer Mentions Response Rate

11.
Let’s challenge an airline
• Grupp 1: twittra en fråga till ett av följande flygbolag:
• KLM – SAS – Air France – Lufthansa – British Airways –
Qantas – Norwegian...
• Grupp 2: Ställ en fråga till flygbolagen på Facebook
• Grupp 3: skicka ett mejl/posta en fråga till
• http://mysasidea.flysas.net/?wt.ac=kontakt_form_idea
• https://www.britishairways.com/travel/custrelform/public/sv_se
• http://www.klm.com/travel/se_sv/index.htm
• http://www.qantas.com.au/travel/airlines/contacts/global/en

12.
Under tiden berättar jag en liten historia

13.
The overall theme is: CONNECTED
salesforce architecture
Any Social App
Sales Service Marketing Work.com Back-end Systems
Network Exchange
Data.com
AppExchange Apps
Chatter Chatter Communities
ERP Finance Any System
Force.com Heroku Touch
Salesforce
Platform
Data Model
Multi-tenant Infrastructure

14.
En dialog behöver en plattform – och ett sätt att tracka
data
Turn insights to actions and
connections to customers for life.

15.
#UnitedBrokeMyGuitar – the power of social
• What do YOU think? – complete this survey while I speak
• https://www.surveymonkey.com/s/VF2DSSS

16.
Hello customer, where are
you?

17.
Airlines – and their use of Twitter

18.
Airlines – and their use of Twitter

19.
Vem gör vad och gör de det bra?

20.
Examples of good and bad experiences
Reached out in public and Poor turnaround time for
with DM, supplied great reply; did not resolve
service situation in the end.
.

21.
Examples of good and bad experiences
s quick and they helped best as they They remained
d. Not better, but a lot faster than anonymous and did not
entional channels. KLM even have the authority to
acted me proactively when I tweeted resolve my compliant.
ut a delayed flight without mentioning (They apologize endlessly
m. as if I really care!)

22.
Examples of good and bad experiences
They were on it ... seconds after no response
my post I got a response

23.
Social Listening: Listen At Social Scale
Listen to over 400 million
social sources
Get actionable insight in real
time
Uncover marketing, service
and sales opportunities.
1.2 Social media users
around the globe.
billion

24.
CRM Integration: Align Sales, Service & Marketing
Build social customer profiles
Executive
s
Route social insight across your Sales
company
Marketing
Listen at social scale and speed R&D
Service
Recruitin
g
82% Adult Internet
users are reached
by social media.

25.
SOCIAL CHANNEL

26.
Community
Manager

27.
Community
Manager

28.
Community
Manager
Service

29.
Community
Manager
Marketing
Service

30.
Community
Manager
Marketing Sales
Service

31.
Community
Manager
Marketing Sales
Service

32.
Community
Manager
Marketing Sales
Service

33.
Community
Manager
Marketing Sales
Service

34.
Social Hub and Marketing
Identify fans automatically and
build social profiles
Add social contacts to existing
campaigns
Enable social focus groups,
measure audience reaction and
social metrics in real-time
Transform a passive audience
into a community of advocates

35.
Social Hub and Sales
Identify potential leads and
opportunities
Track sentiment and
influencers
Connect contacts with social
posts and content in real-time

36.
Social Hub and Customer Service
Automate Case and
Contact Creation
Prepare Knowledge
for Common Questions
Respond via Service
Cloud directly on Twitter
and Facebook
Measure Social KPIs with
dashboards and reports in
Salesforce