The document discusses Salesforce's approach to social media for B2B, emphasizing the necessity of organizational alignment, proper training, and a clear social media policy for employees. It highlights the importance of engaging with customers and fostering employee participation while managing risks associated with social media. Additionally, it outlines the role of social CRM and the need for monitoring and measurement of social interactions to improve business outcomes.

1. Social Media for B2B How Salesforce.com does Social

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3. What does social media require? Ownership within your company Systems & policy to protect your brand Training to embrace social media Social CRM to manage and engage customers Organizational alignment, dedicated resources Measurement that maps to business objectives Reporting to guide management

4. Where to begin…

5. Accept broad changes in Internet usage We must recognize, virtually every customer , partner , and employee is engaged in social media

6. Encourage employee participation Army of 4,000+ employees who can engage, share and promote our products. Help answer customer’s questions Show customers we’re listening to their product ideas Share our knowledge and expertise Promote videos you find useful Connect the dots and uncover sales opportunities Re-tweet Salesforce news to your network

7. 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? salesforce.com/sociamediapolicy

8. Know the risks involved There is no undo

9. Create an organizational model © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final Coordinated Centralized Organic Multiple Hub & Spokes Holistic

10. Establish role assignments Social Strategist Responsible for the overall program, including ROI There may be multiple strategists at each spoke Community Manager Customer facing role trusted by customers Companies may have dozens of community managers © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final

11. Social CRM

12. What is “Social CRM?” – Paul Greenberg “ Godfather of CRM”

13. 18 Social CRM Use Cases http://www.altimetergroup.com/2010/03/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management.html © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final Jeremiah Owyang Web Strategist Altimeter Group

14. Underlying principals across these use cases Monitoring – Listening capabilities to filter out the noise Mapping – Link peoples social profiles to customer records Management – Organize information and make it actionable Measurement – What you can’t measure you can’t improve

15. Twitter audit

16. Very basic 7-day twitter audit Total of 300-400 “Salesforce” mentions per day 60 News – People re-tweeting news articles 18 Heros – Completed training, starting a project, drank the Kool-Aid 16 Argh – Frustration over product gaps, support challenges 9 Sales – Pricing questions, switching vendors, comparing vendors 7 Ideas – Promoting an idea on our IdeaExchange 5 Partners – Looking for consultants, asking about partner apps 4 Help – Asking product questions, often times challenging ones

17. What are users saying? Heros Sales Support

18. Have systems © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final This framework was built using the USAF Blog Triage. Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? Dedicated Complainer? Comedian Want-to-Be? Negative Positive Yes No Do you want to respond? No Response No Yes Take reasonable action to fix issue and let customer know action taken Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Assess the message

19. Monitoring tools

20. Monitoring Tools

21. CoTweet for engagement

22. Salesforce for Twitter

23. Turn a tweet into a lead or case

24. Radian6 for tracking & reporting

25. Social Marketing

26. Vision for Social Media at Salesforce Harness the energy of salesforce.com’s evangelists by facilitating a conversation between the brand, customers, and their networks.

27. Deliver a clear and concise message

28. Over 800 Videos In Our Library

29. Where is Video Being Consumed? 39% 46% 14%

30. Managing Video – Salesforce for YouTube

31. This equates to… a) average video view is 2 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks Assumptions 6,000 video views a day = 35 hyper-efficient reps

32. Promote your properties

33. Brand your properties

34. Engage where they are

35. Create reports for upper management

36. @marcusnelson [email_address]