The document outlines Salesforce's approach to leveraging social media for B2B marketing, emphasizing employee engagement and content creation across various platforms. It discusses the importance of a clear social media policy, crisis management, and metrics for measuring success. The presentation also highlights the need for continuous content creation and optimization tailored to audience engagement, particularly on Facebook.

1. Social Media for B2B
How salesforce.com does Social
Marcus Nelson
Director of Social Media

2. Safe Harbor
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3. Marcus Nelson
Director of Social Media
@marcusnelson

4. Where to begin…

5. Accept broad changes in Internet usage
We must recognize,
virtually every
customer, partner,
and employee is
engaged in
social mediaJun 2010
Dec 2010
Jun 2011
Dec 2011
Fortune 100 Facebook Growth
Fortune 100 Web Growth
123%
growth
Social Revolution:

6. 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
opportunities

7. Establish a clear social media policy
Every Employee is responsible for reading and adhering to the rules.
salesforce.com/socialmediapolicy
What’s in bounds?
What’s out of bounds?
Who to escalate things to?
public facing youtube video

8. We’re just getting used to this...
Dandelion
Different Brands / BUs
Core Team
Brand
Theater
Big Company / Multiple Brands
...but where we’re headed is this
Understand our future growth

9. Systems create success

10. Salesforce social triage framework
© 2010 Altimeter Group

11. Create a crisis escalation plan
Detection | Resolution | Coordination | Communication | Customer
CustomersCritical
Incident Center
Information
Security
Social Media
Technical
Support
Social Media
Account Teams
Technical Support
Salesforce
Executives
trust.salesforce.com
Technology
Operations
Support Teams

12. Corp Scrum
International
Events
PR
Careers
Foundation
Sales Cloud
Service Cloud
Chatter
Seasonal Releases
Marcus Nelson
Jennifer Burnham
Nathan Freitas
Force.com
Data.com
AppExchange
Developers
Jamie Grenney
Kendall Thornton
Maria Ignatova
We assigned social media buddies to each business unit

13. Demand
Gen
Pre-Event
Buzz
Onsite
Arrival
Conference
Guide
Registration
Print
Digital Signage
Live Studio
Product
Campground
Community
Conference
Dreamforce
Chatter
Dreamforce
Mobile
Service Cloud
Live
Press &
Analysts
Keynote
Salesforce
Live
Breakout
Sessions
Partners
Executive
Summit
Global
Gala
Developer
Listening &
Engagement
Online
Advertising
Reporting &
Analysis
Employee
Education
Business Cards
Corporate
Blog
Recruiting
Homepage
800 Line
We made each team accountable for their own social

14. Video Views Subscribers Posts &
Comments
Engagement
Coverage
SentimentShare of
Conversation
Agreed upon a core success metrics

15. Search
Soda
CRM
The degree to which a
brand is associated
with the problem or
need it is setting out to
help with
What does share of conversation mean?

16. Share of Voice
# of MVPs
Awards Won
Engagement
Coverage
Video Views
Subscribers
Posts &
Comments
Facebook
Engagement
Score
Sentiment
# of Employees
Trained
# of Influencers
Engaged
Audit Score
Downloads
Attendees
Quality of
Engagement
Share of
Conversation
All of our success metrics

17. Subscribing
Sharing
Embedding
YouTube
Slideshare
Blog Feed
Twitter Feed
LinkedIn Recommendations
Facebook Widget
Integrate social across all web properties
salesforce.com/socialmediasalesforce.com

18. Social is a content game

19. Place a demand
on content

20. Video
Once a Quarter
V
Email
Two Touch Rule
Blogs
Every Two Weeks
B
Facebook
Every Two Weeks
F
Twitter
Daily or Hourly
T
Engaging
Daily or Hourly
Website
Persistent
W NE
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

21. 3Create content and
add to content
calendar
1
Publisher reviews, flips It
to editorial review
2
Editor reviews, flips it to
ready to publish
On publish date,
publisher flips the
content live
4
Week later, content is
reviewed to measure
success
5
Notes are available in
the app and ratings
appear on dashboards
6
Put a process around how things get published

22. Content Calendar Social Media Dashboards
Content calendar drives activity

23. Website Campaigns Lead Creation
Influencer Army Sales EnablementEvents
Content feeds every initiative

24. eBooks, & iBooks

25. Infographics

26. Photos - Facebook, Flickr, & Pinterest

27. Video series

28. 16,000 video views a day =
a) average video view is 2 minutes
b) average hyper-efficient rep pitches 8 hours a day, no breaks
Assumptions
Hyper-efficient Reps97
Our success with video

29. Starting to experiment with Pinterest

30. Share successes with management
•What happened where?
•Why did it happen?
•Why is this important?
•How can we make it better?
•Where can we do it again?

31. Why do people share?

32. 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.
source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

33. Broadcasting is self-focused

34. “Create content that makes
your fans look like rock stars!”
In other words...

35. Content needs a home

36. If #Content is King,
#Marketing is Queen,
and your Blog is the Castle.
Start with this in mind

37. Put all content in the castle (your blog)
Infographics
Photos
Presentations
Videos
eBooks
blogs.salesforce.com

38. Everything going into a blog gets sent out
blogs.salesforce.com

39. blogs.salesforce.com
Facebook Ads
Tweets
Facebook
Email Drops
Website
All campaign assets point back to the blog

40. Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category
PRODUCT BLOGS
COMMUNITY STRATEGY & INDUSTRY
Blog
COMPANY
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
salesforce.com community
Divide blogs out by category

41. Since emphasizing our blog, the results speak
Blog traffic increased 473%

42. Facebook

43. !
million users
845
Facebook is big

44.
of US adult Internet users
are on Facebook
93%
Lots of people

45. Average user spends 11 hours per month on FB

46. Fan Pages

47. How many pages are
you personally a ‘fan’ of?
!
!
Average: 5-20

48. How many times have you
revisited those pages?
!
!
Average: 0-2

49. !
Never return to your page
Harsh truth
Source: http://pagelever.com
96%

50. I know what you’re thinking to yourself…
crap

51. Access to their newsfeed
Remember, they don’t come back to your page.
So what’s the value?

52.
of comments & likes come
from newsfeeds
You have to get into their newsfeed
90%
Source: http://pagelever.com

53. Fans Equal Value

54. Start by making them fans
This is a “Fan Gate” »

55. Tell them what you want them to do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall

56. This is why we need the ‘like’
Getting posts into the
newsfeed is critical to
building impressions

57. !
Average impressions per post
20%
Source: http://pagelever.com

58. Why do you think this
number is so low?

59. Edge Rank

60. 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

61. 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
• Weight
- 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

62. Curious little note here:
!
The native “Edge” score treats photos &
video better by default than it does with
text-only posts

63. 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

64. Optimize

65. You CAN optimize your content
The native “Edge” score treats photos &
video better by default than it does with
text-only posts

66. Ever think about posting on Saturday mornings?
• Best time to post

67. Write at a 9th grade level
• Content

68. Video & photos work best
• Format (text/photo/video/link)

69. Target friends of friends with campaigns
• Localization / relevancy

70. And target content to your users & friends of users
1. Customer service
2. Friends of fans interested in biz/tech/news
3. Fans of Salesforce pages

71. Marcus Nelson
Director of Social Media
@marcusnelson
Thank You