The webinar, 'The Social Revolution: Connecting with Today’s Customer,' hosted by HubSpot and Salesforce.com, explored how the modern social customer influences the buying process and how businesses can leverage social media for competitive advantage. Approximately 2,700 attendees, mainly from small to medium-sized companies, engaged in discussions on becoming social enterprises, content creation, and customer engagement through various social channels. Key insights included that 90% of respondents publish content weekly, and 96% have connected with prospects using social media.

1. Webinar Conversation Analysis on:
“The Social Revolution: Connecting with Today’s Customer”
Presented by Hubspot with salesforce.com
Powered by Radian6

2. Table of Contents
Introduction 3
Demographics 3
By Role 3
By Company Size 4
Conversation Cloud 5
Polling On Twitter 5
Poll Question 1: Impact of Becoming a Social Enterprise 6
Poll Question 2: Frequency of Publication 7
Poll Question 3: Connecting With a Prospect 8
Q & A Results 8
The Social Enterprise 9
Customer Social Networks 10
Content Creation 11
Miscellaneous 12
Salesforce.com Radian6 Report 2

3. Introduction
On August 8, 2011, Salesforce.com joined HubSpot for the webinar: “The Social Revolution:
Connecting with Today’s Customer.” During the event George Hu, EVP of salesforce.com, and
Brian Halligan, CEO of HubSpot, looked at the impact today’s new social customer is having on
the buying process and explained how a social transformation of sales and marketing can be a
competitive advantage.
A total of 2,700 people attended the webinar and 26 percent participated in the event on Twitter.
Demographics
About 40 percent of the 2,700 attendees identified themselves as marketers; 29 percent as
business owners or partners; 11 percent as sales; 8 percent as CEO / executive management,
and 2 percent as IT.
Attendees by Role
Salesforce.com Radian6 Report 3

4. Attendees by Company Size
More than half of attendees came from companies with 25 employees or less. Thirty-six percent
came from companies with between 1 and 5 employees. Eleven percent came from companies with
between 6 and 10 employees, and 12 percent came from companies with between 11 and 25
employees. In total, 67 percent of the attendees work for enterprises with 50 employees or less,
setting the tone for a conversation that was heavily focused on what the social revolution means for
small and medium-sized businesses.
Number of Tweets
In the 3 hours leading up to and after webinar the use of the hashtag #SocialRevolution was
mentioned 2,951 times.
Salesforce.com Radian6 Report 4

5. Webinar Conversation Cloud
Below are the words most frequently mentioned together with #SocialRevolution on Twitter.
The larger the word, the more often it was included in a tweet.
Polling on Twitter
During the webinar the audience responded to a three-question poll, providing interesting
insights into how they use social media in their companies. The value of social media is clear
to businesses of all sizes, with around 90 percent of all poll respondents publishing content at
least once a week. While much of the audience appeared to be at early stages of transforming
their companies into social enterprises, 96 percent of all the webinar attendees said they had
found and connected with a prospect using social media.
Salesforce.com Radian6 Report 5

6. Poll Question #1
184 people responded to the question:
“If your company became a “social enterprise”, how impactful would it be to your business?”
Radian6 Tip:
It’s easy to follow and
analyze all the posts
and comments made
on Twitter and other
social networking
sites.
Salesforce.com Radian6 Report 6

7. Poll Question #2
188 people responded to the question:
“How frequently do you publish sharable content via social media?”
In addition to the options below, many of the respondents publish daily and some even hourly.
Radian6 Tip:
You can filter posts
by #hashtag and
words like “day”,
“week”, or “month”.
Salesforce.com Radian6 Report 7

8. Poll Question #3
85 people responded to the question:
“Have you ever found and connected with a prospect using social media?”
An overwhelming 96 percent of those respondents affirmed they were engaging in social
prospecting.
Q&A Results:
During the webinar, there were a total of 56 questions asked, falling into eight categories. The
largest number of questions centered on becoming a social enterprise. This was followed by how to
create a customer social network, how to create compelling content, and how to develop an
employee social network.
Questions Categorized by Type
Salesforce.com Radian6 Report 8

9. Q&A Topic #1: The Social Enterprise
The most common questions centered on becoming a social enterprise. Here are two examples that
captured the essence of the questions.
Answer:
Virtually any company or organization can
benefit from becoming a social enterprise.
Every company has relationships with
customers, constituents, or other stakeholders
and a social enterprise strengthens those
relationships by removing friction from internal
and external interactions. It makes it easier to
find and share information, so everyone is more
productive.
Answer:
B2C companies were among the first to
embrace social media and embark on social
enterprise transformations because of the high
value they placed on understanding and
influencing public sentiment about their
products.
B2B companies and their customers are more
likely to engage in meaningful business-related
social activity on specialized forums, Twitter, or
in LinkedIn Groups. A number of B2B sales
reps have obtained a significant competitive
advantage by being the first to build up their
social reputations / online brands and engage
with customers and prospects in these
networks.
Salesforce.com Radian6 Report 9

10. Q&A Topic #2: Customer Social Networks
Several of the participants had questions about how to engage with prospects on specific social
networks, which tools are recommended for listening to customer conversations, and how these might
vary for different companies.
Answer:
Salesforce recently acquired Radian6, the leading
social media monitoring platform. We recommend
it, but you should research competitive products
before making a decision. Small companies can
start with free products like HootSuite, Seesmic, or
Tweetdeck. Another option is to set up Google
Alerts. Take time to brainstorm all the keywords
someone might use to search for information
about your products and industry.
Answer:
Sales reps have enjoyed significant success
using LinkedIn groups. For more information and
case studies, please see our social sales ebook,
“The Social Sales Revolution: 7 Steps to Get
Ahead.” To answer briefly—fill out your complete
profile and get recommended by peers. Publish
your company’s marketing documents on
SlideShare and post them on your LinkedIn page.
Your objective is to help your customers and
prospects find the information they’re looking for.
Answer:
The frequency of posting depends on the channel.
Twitter is best for higher frequency. A post every
hour or two is perfectly acceptable on Twitter,
whereas you might want to limit your Facebook
posts to every other day. On Facebook, people
who “like” your page are inviting you into their
living room. Twitter is more of a broadcast
medium. On Twitter, it’s perfectly OK to re-post
content that you want to get noticed every few
days.
Salesforce.com Radian6 Report 10

11. Q&A Topic #3: Content Creation
Many participants had a lot to share about content creation. There were 251 posts with the
hashtag #SocialRevolution and the word “content”. Here are a couple questions that captured the
most common concerns.
Answer:
Think about the keywords that are
associated with the content you are
publishing. Are they in your title?
@HubSpot’s favorite example is their
recent ebook “100 #Awesome Marketing
Stats Charts and Graphs.” They could have
just called it “100 Market Stats,” but that
would not have taken advantage of the
many ways it could have been described.
The chosen title has the greatest impact on
search engine relevancy.
Answer:
Social content is less about promotion and
more about personal appeal and
shareability. You still need product data-
sheets for customers focused on features,
but these aren’t going to win you any social
sharing awards. Create rich, interesting,
data-oriented content that can be useful to
lots of people—even if they’re not in a
buying cycle. Ebooks, infographics, &
webinars are a great start!
Salesforce.com Radian6 Report 11

12. Question Group #4: Miscellaneous
Some other interesting questions we decided to take a crack at.
Answer:
You can always use cookies to tailor your
visitors’ web experience. But for a more social
approach, consider using Facebook Connect and
Google Friend Connect to minimize the friction
required to “log in” to a customizable web app.
Answer:
The traditional tools of sales and marketing are
greatly enhanced by social media. The biggest
changes are increased transparency and greater
access to business intelligence. You can readily
learn what others have experienced when they
interact with companies and more easily
determine whether a prospect is ready to make
a purchase.
Answer:
The most interesting trend we have seen is
social products and objects, for example, Toyota
Friend. Ask yourself: What other information
would provide a benefit if it was piped into my
social stream? In what ways would my
customers benefit from receiving social product
alerts?
Salesforce.com Radian6 Report 12

13. Twitter
http://www.twitter.com
Salesforce.com
http://www.salesforce.com
Radian6
http://www.radian6.com