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.
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Social Media for B2B - How Salesforce Does Social
1. Social Media for B2B
How salesforce.com does Social
Marcus Nelson
Director of Social Media
2. 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 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.
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
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
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
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
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
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?
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
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
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