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Social Media for B2BHow salesforce.com does Social
Marcus NelsonDirector of Social Media
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.
Marcus NelsonDirector of Social Media
@marcusnelson
Where to begin…
Accept broad changes in Internet usage
We must recognize, virtually every
customer, partner, and employee is
engaged insocial media
Jun 2010Dec 2010
Jun 2011Dec 2011
Fortune 100 Facebook GrowthFortune 100 Web Growth
123% growth
Social Revolution: Facebook is the New Corporate Homepage
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 listeningto their product ideas
Re-tweet Salesforce news to your network
Produce videos that inspire, train, and inform
Connect the dots and uncover sales opportunities
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
We’re just getting used to this...
Dandelion
Different Brands / BUs
Core TeamBrand
Theater
Big Company / Multiple Brands
...but where we’re headed is this
Understand our future growth
Systems create success
Salesforce social triage framework
© 2010 Altimeter Group
Create a crisis escalation plan
Detection | Resolution | Coordination | Communication | Customer
CustomersCritical Incident Center
InformationSecurity
Social Media
Technical Support
Social Media
Account Teams
Technical Support
Salesforce Executives
trust.salesforce.com
Technology Operations
Support Teams
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
Demand Gen
Pre-Event Buzz
Onsite Arrival
Conference Guide
Registration
Digital Signage
Live Studio
Product Campground
Community Conference
Dreamforce Chatter
Dreamforce Mobile
Service Cloud Live
Press & Analysts
Keynote
Salesforce Live
Breakout Sessions
Partners
Executive Summit
Global Gala
Developer
Listening & Engagement
Online Advertising
Reporting & Analysis
Employee Education
Business Cards
Corporate Blog
Recruiting
Homepage
800 Line
We made each team accountable for their own social
Video Views Subscribers Posts & Comments
Engagement Coverage
Sentiment Share of Conversation
Agreed upon a core success metrics
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?
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
Subscribing
Sharing
EmbeddingYouTube
Slideshare
Blog Feed
Twitter Feed
LinkedIn Recommendations
Facebook Widget
Integrate social across all web propertiessalesforce.com/socialmediasalesforce.com
Social is a content game
Place a demandon content
Video
Once a Quarter
V
EmailTwo Touch Rule
Blogs
Every Two Weeks
B
Every Two Weeks
F
Daily or Hourly
T
EngagingDaily or Hourly
WebsitePersistent
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
3Create content and add to content calendar
1Publisher reviews, flips It to editorial review2
Editor reviews, flips it to ready to publish
On publish date, publisher flips the content live
4Week later, content is reviewed to measure success
5Notes are available in the app and ratings appear on dashboards
6
Put a process around how things get published
Content Calendar Social Media Dashboards
Content calendar drives activity
Website Campaigns Lead Creation
Influencer Army Sales EnablementEvents
Content feeds every initiative
eBooks, & iBooks
Infographics
Photos - Facebook, Flickr, & Pinterest
Video series
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
Starting to experiment with Pinterest
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?
Why do people share?
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
Broadcasting is self-focused
“Create content that makes your fans look like rock stars!”
In other words...
Content needs a home
If #Content is King, #Marketing is Queen, and your Blog is the Castle.
Start with this in mind
Put all content in the castle (your blog)Infographics
Photos
Presentations
Videos
eBooks
blogs.salesforce.com
Everything going into a blog gets sent out
blogs.salesforce.com
blogs.salesforce.com
Facebook Ads
TweetsFacebook
Email Drops
Website
All campaign assets point back to the blog
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
Since emphasizing our blog, the results speak
Blog traffic increased 473%
!
million users845
Facebook is big
of US adult Internet users are on Facebook
93%Lots of people
Average user spends 11 hours per month on FB
Fan Pages
How many pages areyou personally a ‘fan’ of?
!
!
Average: 5-20
How many times have you revisited those pages?
!
!
Average: 0-2
I know what you’re thinking to yourself…
crap
Access to their newsfeed
Remember, they don’t come back to your page.
So what’s the value?
of comments & likes comefrom newsfeeds
You have to get into their newsfeed
90%Source: http://pagelever.com
Fans Equal Value
Start by making them fans
This is a “Fan Gate” »
Tell them what you want them to do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall
This is why we need the ‘like’
Getting posts into the newsfeed is critical to building impressions
Why do you think thisnumber is so low?
Edge Rank
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
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
Curious little note here:
!
The native “Edge” score treats photos & video better by default than it does with
text-only posts
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
Optimize
You CAN optimize your content
The native “Edge” score treats photos & video better by default than it does with
text-only posts
Ever think about posting on Saturday mornings?
• Best time to post
Write at a 9th grade level
• Content
Video & photos work best
• Format (text/photo/video/link)
Target friends of friends with campaigns
• Localization / relevancy
And target content to your users & friends of users
1. Customer service
2. Friends of fans interested in biz/tech/news
3. Fans of Salesforce pages
Marcus NelsonDirector of Social Media
@marcusnelson
Thank You
