The document discusses integrating Radian6, a social media monitoring tool, with Salesforce to enable social customer engagement. It outlines how social media has changed customer interactions from one-to-many and untargeted to engaging, transparent and targeted. It then describes how the Social Hub product can automatically listen to social conversations at scale, route relevant conversations to the Service Cloud, and populate customer profiles to bridge the "social divide" between a company's social presence and traditional customer management.

1. You Got your Social in my CRM
Merging Radian6 and Salesforce
Tristan Bishop, Symantec
Al Sturgeon, Salesforce.com

2. Safe Harbor
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or upgraded services or technology developments and customer contracts or use of our services.
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3. Al Sturgeon
Product Marketing Manager, Salesforce
@alsturgeon

4. Social Customer Engagement: A Permanent Change
The Largest Shift in 60 Years
Old Way New Way
Unsolicited Engaging
One to many Transparent
Untargeted Targeted

5. People Are No Longer Faceless Data

6. People Are More Connected Than Ever
Listen to customers
Build connections
Turn insight into action

7. But Social Has Created a Multiple extensions
Uncoordinated Limited
Action Insight
Your Company

8. The Social Divide
What about your
People are more social Enterprise?

9. The Social Divide
• Hired Community Managers
• Setup Twitter & Facebook accounts
• Not scalable
• Began monitoring social media
• Not automated
• Started responding to customers
• Not integrated

10. Social Hub: Your Enterprise Automation Engine
Pre-integrated with Salesforce
Listen at Massive Scale
Automatically Route
Social Hub Social Conversations to the
Service Cloud
Populate Social
Customer Profiles

11. Tristan Bishop
Director of Digital Strategy
@KnowledgeBishop
http://www.slideshare.net/knowledgebishop

12. 20,500 employees Founded in 1982
48 countries $6.7 billion revenue in FY 2012
Footprint on a billion systems 1500 global patents
Every Fortune 500 company is a customer Fortune’s Most Admired Companies

13. Your Customers Share More than Ever Before
Having a
Great problem with…
article on…
Love the Device isn’t
new… Cool working…
video…
Customer
service
Frustrating can’t help
interaction… me…

14. Actionable Internet Mentions™ (AIMs)
1. Social media, external blog or
external forum mention
2. Created by a customer, partner,
competitor or prospect
3. Provides business value to
Symantec
AIM ™ is a term created and trademarked by Symantec
14

15. Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2. Query: Question that doesn’t require
support resource
3. Rant: Insult that merits brand management
consideration
4. Rave: Praise from Symantec brand
advocate
5. Lead: Pronouncement of near-term
purchase decision
6. RFE: Request to enhance a product with a
new feature
7. Fraud: Communication from an
unauthorized provider of Symantec
products

16. Radian6 Engagement Console

17. Social CRM: AIM™ Triage Process
Blogs
Message boards Configuration
CRM profiles interactions history transactions preferences
Symantec Case
Employee Query
Response Rant Review
Rave
Product 1
Lead
RFE Product 2
Fraud Product 3

18. Manual: Engagement Console to Service Cloud
1) Select Post in Radian6 EC 2) Submit Case to Service Cloud

19. Creating Social Hub Rules
1) Specify Conditions 2) Specify Actions

20. Automatic: Social Hub to Service Cloud
1) Create Rule in Social Hub 2) Cases Appear in Service Cloud

21. Al Sturgeon Tristan Bishop
@alsturgeon @KnowledgeBishop