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This document discusses using social media, specifically Twitter, to better engage with and serve customers. It provides examples of both good and bad customer service experiences on social media from different airlines. It emphasizes the importance of listening to customers on social platforms and responding to issues and questions quickly. The document also discusses how a company's various departments, such as marketing, sales, and customer service, can work together using a social media hub or platform to build customer relationships and turn social interactions into opportunities.

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Den sosiale dialogen med kunden
… eller #UnitedBrokeMyGuitar
Elisabeth Bitsch-Christensen


   @echristensen42
   www.echristensen42.com
S. O. C. I. A. L.
S.O.C.I.A.L.

• S incere
• O pen
• C ollaborative
• I nterested
• A uthentic
• L ikeable


• www.echristensen42.com
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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.

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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.
Salesforce Foundation
                          410,000+
                          Hours Service



           %                $40+
                           Million
                              Grants

Time • Equity • Product

                           16,000
                           Non-profit
                          Organizations
http://twittercensus.se/graph2013/

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Web forumsocialairlines

  • 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
  • 7. http://finnishtwitter.com/getdata.php http://www.twittercensus.se/ graph2013/
  • 10. 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.
  • 11. 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
  • 12. 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
  • 13. Under tiden berättar jag en liten historia
  • 14. 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
  • 15. En dialog behöver en plattform – och ett sätt att tracka data Turn insights to actions and connections to customers for life.
  • 31. #UnitedBrokeMyGuitar – the power of social • What do YOU think? – complete this survey while I speak • https://www.surveymonkey.com/s/VF2DSSS
  • 33. Airlines – and their use of Twitter
  • 34. Airlines – and their use of Twitter
  • 35. Vem gör vad och gör de det bra?
  • 37. 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. .
  • 38. 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!)
  • 39. Examples of good and bad experiences They were on it ... seconds after no response my post I got a response
  • 42. 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
  • 43. 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.
  • 48. Community Manager Service
  • 49. Community Manager Marketing Service
  • 50. Community Manager Marketing Sales Service
  • 51. Community Manager Marketing Sales Service
  • 52. Community Manager Marketing Sales Service
  • 53. Community Manager Marketing Sales Service
  • 54. 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
  • 55. Social Hub and Sales Identify potential leads and opportunities Track sentiment and influencers Connect contacts with social posts and content in real-time
  • 56. 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