This is an old deck, but you'll see exactly how we thought through our systems before setting up Salesforce's social media plans & policies. Use this as a template for your own social media marketing playbook.
Social Media for B2B
How salesforce.com does Social
Director of Social Media
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 ended January 31, 2011 and in our quarterly
report on Form 10-Q for the most recent ﬁscal quarter ended January 31, 2012. 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.
Director of Social Media
Accept broad changes in Internet usage
We must recognize,
and employee is
social mediaJun 2010
Fortune 100 Facebook Growth
Fortune 100 Web Growth
Encourage employee participation
Army of 8,000+ employees who can engage,
share and promote our products.
Share our knowledge and expertise
Help answer customer’s questions
Show customers we’re listening
to their product ideas
Re-tweet Salesforce news to your network
Produce videos that inspire, train, and inform
Connect the dots and uncover sales
Establish a clear social media policy
Every Employee is responsible for reading and adhering to the rules.
What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video
We’re just getting used to this...
Different Brands / BUs
Big Company / Multiple Brands
...but where we’re headed is this
Understand our future growth
Create a crisis escalation plan
Detection | Resolution | Coordination | Communication | Customer
We assigned social media buddies to each business unit
We made each team accountable for their own social
Video Views Subscribers Posts &
Agreed upon a core success metrics
The degree to which a
brand is associated
with the problem or
need it is setting out to
What does share of conversation mean?
Share of Voice
# of MVPs
# of Employees
# of Influencers
All of our success metrics
Integrate social across all web properties
Once a Quarter
Two Touch Rule
Every Two Weeks
Every Two Weeks
Daily or Hourly
Daily or Hourly
Could be more often, especially if we can get PMs engaged
Could also be eBooks, good infographics, or Facebook apps
Command Center will help, but we need subject matter experts
Cadence based on a focus on great content & channel conﬂict
Create a cadence from every business unit
3Create content and
add to content
Publisher reviews, ﬂips It
to editorial review
Editor reviews, ﬂips it to
ready to publish
On publish date,
publisher ﬂips the
Week later, content is
reviewed to measure
Notes are available in
the app and ratings
appear on dashboards
Put a process around how things get published
Content Calendar Social Media Dashboards
Content calendar drives activity
Website Campaigns Lead Creation
Inﬂuencer Army Sales EnablementEvents
Content feeds every initiative
Motivations for sharing
• reinforces shared views & social bonds.
• need to proselytize or desire to connect.
• emotional, positive, interesting, anger-inducing, or sad
most likely to be shared.
• calm themselves or reduce uncertainty.
• bolsters own sense of self.
If #Content is King,
#Marketing is Queen,
and your Blog is the Castle.
Start with this in mind
Put all content in the castle (your blog)
Everything going into a blog gets sent out
All campaign assets point back to the blog
Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category
COMMUNITY STRATEGY & INDUSTRY
Category CategoryCategory Category Category Category Category
Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to have it’s own blog we’ll
write a daily or weekly digest highlighting posts that appeared across the blog network.
Thought leadership content designed to extend
beyond Salesforce customers
Happenings, heros, and events from around the
Divide blogs out by category
Since emphasizing our blog, the results speak
Blog trafﬁc increased 473%
Edge Rank is Facebook’s algorithm
• Ranks on relevancy
• Shows 2-5 most interesting posts
- FB randomizes slightly so it doesn’t seem stalker-ish
• The majority of fans never see your status updates
How does Edge Rank work?
• Afﬁnity score
- the afﬁnity between the user and the creator of the item
- number of times the users proﬁle was checked
- comments & likes add points
- my comments are worth more than those of my friends
- comments are worth more than non-friend comments
• Time Decay
- as time passes, stories lose points
Curious little note here:
The native “Edge” score treats photos &
video better by default than it does with
You can’t SPAM it as hard as you may try
• Edge Rank is between an object and a user
- Unlike SEO, an Edge Rank score is different for each user
• No such thing as generic “Edge Rank score”
- The architecture of the algorithm makes it impossible
• Real-time score
- Competes with everything in the newsfeed… as long as a status
update is in the top 3-7 posts, you’ll probably be shown until time
decay reduces points OR another post pushes you out