Dreamforce autodeskmarketing

Social Media Marketing for MarketersCory Hartlen, Marketing Cloud, Product Marketing Manager@coryhartlen

Your Customers Share More than Ever Before

Great article on…

Love the new…

Having a problem with…

Looking for recs...

Hiring a CTO…

Cool video…

Product review…

But Enterprises Are Not Prepared to Engage in Social Conversations

70% of companies ignore customer complaints on Twitter2

68% of CMOs feel unprepared to deal with social media1

1 IBM Global CMO Study 2011 2 Maritz and evolve24 Twitter Study, September 2011

38% of CMOs are tracking social media metrics1

Social is Disrupting the Entire Enterprise

Service

Recruiting

Sales

R&D

Marketing

ExecutivesLead gen

Customer service

Marketing & PR

Recruiting

R&D

C-Suite

Social Media Has Changed Marketing Forever

EngagingTransparentTargeted

UnsolicitedOne to many

Untargeted

The Largest Shift in 60 Years

Old Way New Way

The Five C’s of Social Marketing

Content is King! Build a Community

It’s all about the Conversation Now let’s Collaborate

Leverage your Connections

IT ALL STARTS WITH LISTENING, BUT FOR WHAT?

Compliments IdeasComplaintsNeeds

Competition

CampaignCrisis

Influencers

Sales Leads

| ALIGN YOUR DEPARTMENT AND CORPORATE GOALS

8

Listen/Analyze

Measure

Engage/Content

Your Brand Your Competitors Your Industry

Love the new…

Product review…

Great article on…

View Counts…

Share of Voice

How many Shares?

Hiring a CTO…

Blogger Outreach… Having a problem

with…

| AVOID THE SILOS

Marketing PR HR Sales Cust. Serv.

Blogs Forums Facebook Twitter YouTube

| SOCIAL MEDIA COUNCIL

Marketing PR HR Sales Cust. Serv.

Blogs Forums Facebook Twitter YouTube

| HUB AND SPOKE MODEL

MarketingPR

HR

SalesCust. Serv.

Blogs Forums Facebook Twitter YouTube

Community Team

How Companies Are Approaching Social Media

A Social Business creates an enterprise wide collaborative communityBoth internal and external communities must provide shared value

| TOOLS TO AID THE ENTERPRISE

Ineffective MarketingResults

Most Companies Struggle With Social Marketing

FragmentedConversations

No Unified Data Too Many Systems

Multiple groups engaging

Mixed messages

Customers only see one brand

Campaigns and engagement disconnected

Multiple measurement dashboards

No customer record or profile

Multiple point solutions

Disconnected from the enterprise

Inefficient & uncoordinated

Turn insights into actions and connections into Customers for Life.

World’s Only Unified Social Marketing Platform

Cory HartlenPMM Marketing Cloud@Coryhartlen

Demo

Social Monitoring to Drive Marketing EffectivenessDan Zucker, Autodesk, Social Media Manager@djzucker

Influencer Identification

Autodesk software… leading the world in the ALL TIME WORST CUSTOMER SUPPORT EVER. i would very much LOVE to use the product ive paid for.

aaaand @autodesk comes through with a solution… thanks guys ;) /me closes Mspiant.

im telling you, my life is f’n silly. who the fk gets tweets from @autodesk and @sn00ki in the same lifetime let alone the same f***ing day

Persona Development

Traditional market research+ Social monitoring

Avoid using customer listsAvoid survey question biasPotential cost savings

Product Lifecycle & SupportHey @AutoCAD users, how do you want to see the grid improved? Whats missing, what do you need/want that you don’t have #AutoCAD # Feedback

@Autodeskcare having troubles deploying Civil3d 2013 through GPO.

Best Practices

• Ask the right questions• Select your keywords carefully• Combine quantitative with qualitative• Share insights widely• Monitor daily to get smart

Learn more at salesforce.com/marketing-cloud