Dreamforce 2012 -- 10 social media tips for small business


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There is a lot of talk about using social media for business but does the investment really make sense for small business or is it just a distraction? Take away 10 tips on how we believe social can help your business in this must attend session.

Marcus Nelson, Addvocate
Andrew Hogg, salesforce.com

Published in: Business

Dreamforce 2012 -- 10 social media tips for small business

  1. Top 10 Tips on How to Use Social Media to Grow Your Small BusinessAndrew Hogg, Salesforce.com, Marketing Operations, Senior AnalystMarcus Nelson, Addvocate.co, CEO & Founder
  2. Andrew HoggMarketing Operations, Senior AnalystLinked-in: linkedin.com/in/AndrewHogg
  3. Marcus NelsonFounder, CEO@marcusnelson
  4. All About Addvocate.co Were building the first employee management service for social media. Find timely and relevant content for coworkers Route suggestions to teams, departments, or individuals Measure which users are truly making an impact Were aggregating & connecting employee personal social channels to extend the reach and impact of company messages.
  5. 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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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.
  6. WhySocial?WhyNow?
  7. Social Customers…• Control the conversation• Are more informed than ever• Want to be understood, not sold to
  8. Social Media Tips:Best Practices…
  9. #1 Own Your Social Brand Presence Jeremiah Owyang @jowyang Reserve your name on popular social sites. You never know when you might want to use those accounts & prevent squatting. #10SMBTips #df12
  10. Tools: Namechk or Knowem
  11. #2 Have An Email & SEO Strategy First Jason Keath @jasonkeath Have email strategy 1st, SEO 2nd. Social 3rd. Focus on one platform at a time, either a blog or Facebook. Direct all your energy there. #10SMBTips #df12
  12. Example: Pick A Destination, In This Case A Blog Infographics Photos blogs.salesforce.com Presentations eBooks Videos
  13. Content is King Marcus Nelson @marcusnelson If #Content is King,#Marketing is Queen,and your Blog is the Castle. #10SMBTips #df12
  14. #3 Convert Social to Email Clara Shih @clarashih You dont ‘own’ social channels. Get fans into a system that you do, like email. Still best way to connect when you want to. #10SMBTips #df12
  15. Example: Slideshare Lead Capture Form
  16. #4 Make Your Corporate Site Social Tyler Willis @tylerwillis Add social sharing to your website & emails, such as sharing buttons, tweet widgets, facebook ‘like’ box, etc. #10SMBTips #df12
  17. Example: Share Buttons & Follow Links salesforce.com salesforce.com/socialmedia Subscribing Sharing Embedding YouTube Slideshare Blog Feed Twitter Feed LinkedIn Facebook Widget
  18. #5 Become A Curator Of Content Carri Bugbee @CarriBugbee Dont have time/resources to create sharable content? Set up systems to curate; RSS, newsletters, & lists on Twitter/FB #10SMBTips #df12
  19. Be Interesting, not sales-y Remember 80/20 Rule:80% about tips, tricks, andhelpful or entertaining infoReserve 20% to talk about your product or service.
  20. #6 Don’t Advertise, Editorialize Jesse Thomas @JesseThomas When creating or curating content, think like an editor, not an advertiser. Include visuals whenever possible. #10SMBTips #df12
  21. eBooks & iBooks
  22. Infographics
  23. Photos - Facebook, Flickr, & Pinterest
  24. #7 Engage Your Biggest Fans Esteban Contreras @socialnerdia Engage w/ advocates & influencers often — look for ways to reward them or give them props. Start with your most avid customers. #10SMBTips #df12
  25. #8 Enable Your Employees To Engage Jay Baer @jaybaer Dont be afraid to empower employees, but you MUST give them guidelines and training first. #10SMBTips #df12
  26. Employees distribute & share new content
  27. #9 Automate & Personalize the Response Jason Miller @JasonMillerCA Use tools to schedule posts when you cant be online and then check in frequently via your mobile device to moderate comments. #10SMBTips #df12
  28. Examples: Buffer App, Yahoo Pipes, Dlvr.it
  29. #10 Feature Your Customers & Content ANDREW SAUNDERS @atSaunders Develop a simple content strategy featuring your consumers to build stronger relationships and increase Word Of Mouth. #10SMBTips #df12
  30. Example: Eloqua Social Media Pro Book
  31. Bonus #1: Make Reviewing Your Brand Easy Leslie Bradshaw @LeslieBradshaw Get reviews. Make it easy online AND offline. Set up iPad at check- out. Put QR code on receipts direct customers to Yelp. #10SMBTips #df12
  32. Bonus #2: Listen To Your Customers Ekaterina Walter @Ekaterina If youre in B2B, pull social information into your CRM system and look for new, non-creepy ways to engage with customers. #10SMBTips #df12
  33. In Summary: 1. Own Your Social Brand Presence 2. Have An Email & SEO Strategy First 3. Convert Social to Email 4. Make Your Corporate Site Social 5. Become A Curator Of Content 6. Don’t Advertise, Editorialize 7. Engage Your Biggest Fans 8. Enable Your Employees To Engage 9. Automate & Personalize the Response 10. Feature Your Customers & Content
  34. Social Media Tips:Salesforce is Social…
  35. May I suggest…Social Listening Content Curation I was hoping to find… May I suggest… May I suggest… Social Engagement
  36. Social ListeningSocial CRM:Leads, Contacts, AccountsDisplayed within recordsConnection based on User’srelationship with Contact, andsocial profile security
  37. Content CurationSocial Content:Store, collaborate, share withinSalesforceSupports versioningShare multiple files within aContent PackShare with customers viaContent Deliveries (incl. contentexpiry, password protection)
  38. Social Engagement – Email TemplatesReusable Templates:Controls your brand messagingAllows for Share to Social buttons(within HTML)Can be emailed to hundreds ofContacts at once (Mass Email)Historical send tracking
  39. Social Engagement – Social SupportDesk.comAdd-on via AppExchangeConnect with customers via social,along with phone, email, web, andchatRespond to customers via mobileaccessSetup in minutesFree to try, flexible / low cost licensestructure
  40. Social Engagement – Customer CollaborationChatter Customer GroupConnect & collaborate with yourCustomersPrivate, firewalledCan be used to further engagementwith existing prospects & customersPotentially used to engage withsocial advocates