Salesforce.com launched an inbound marketing experiment called Social Success to establish itself as a thought leader in social business and drive more organic traffic. The campaign involved creating a microsite with social media and content marketing best practices. In the first month, the site drove an 80% increase in non-customer traffic and 300% more traffic from social sites, exceeding signup and download targets. Lessons learned include prioritizing content, cross-promotion, and measuring performance to continue improving results.

1. #SocialSuccess: An Inbound Marketing Case Kieran Flanagan Inbound Marketing Manager, EMEA @searchbrat #socialsuccess kieranjflanagan

2. Our experiment

3. The new B2B purchase journey Search-initiated Social-powered Buyer-controlled

4. Salesforce.com: our challenges Growing product portfolio to support SMB target: harder to reach with outbound (vs large enterprises) Organic search getting more competitive Paid search getting more expensive Not getting enough early stage interest

5. The answer: inbound marketing “ Get found.” Brian Halligan, Hubspot

6. The big B2B convergence Search Search Search Search Social Content

7. “ What do our prospects care about?” “How can we harvest our expertise to help?” “How can we get this content to market now ?” Search Social Content

8. A content microsite Search Search Search Personas Theme Topics Process Resources Metrics A content microsite

9. Goals The Brand Establish Salesforce.com as a thought leader in social business Increase share of voice on our key topics The Business Explode our organic traffic Reduce reliance on PPC Increase form completes Increase revenue from inbound traffic Target early stage prospects that we currently aren’ t reaching Internal Create an Inbound Marketing model that can scale globally

10. Metrics

11. Introducing our personas

12. Speed 1 2 3 4 5 6 7 Social Sales Mini Guide Social Enterprise Legacy Created Commissioned Curated Social Sales Revolution eBook 2 eBook/ Slideshare Tweet to Resolution 10 Social Media Vendors Building Social Road Map ROI of Social Media Playing in Social Media Sandbox Social Customer Service Mini Guide eBook 3 eBook 1 Social Selling Roundup Mobile Social Roundup Social Customer Service Round up Social Collaboration Roundup Social Business Metrics Roundup Social Marketing Roundup Weeks Christoph Schmaltz Brad Cleveland Mike Derezin Jacob Morgan Mike Stelzner

13. http://www.salesforce.com/uk/socialsuccess

14. Types of content Legacy Dreamforce Takeaways Video Created eBooks Slideshares Infographics Curated Round-ups Multi-interviews Commissioned Expert interviews Articles

15. The 90/10 rule

16. Social built in

17. Salesforce.com/uk banner Salesforce Facebook page Twitter: #socialsuccess Expert advocates Email & e-newsletter PPC Guest posts PR Employees sharing Promoting the site

18. Shares

19. Outbound

20. Experts

21. The invisible technology behind Social Success

22. How it’s working… so far (for the month of January) January: non customer traffic +80% year- on-year Traffic from social sites: +300% 70% Of annual target met for newsletter sign ups in month 1 Newsletter open rates 900% Better than our average email 700% above target of eBook downloads set

23. Balance Prioritization Consistency & Flow Sweat the assets Cross-promotion Keep it on the page Expert Leverage Measure everything What we’ve learned

24. Next on #SocialSuccess Lead nurturing & scoring programs France Germany Japan New topic sites #SocialSuccess @Cloudforce London May 22 th 2012 http://www.salesforce.com/london Onward & upward

25. Go forth and make great content

26. Thank you! [email_address] @searchbrat