Setting Your Social Media StrategyMarketing Track

Agenda

State of the internet and why social media matters.

How to get started? Where to focus your energy?

Strategies for Facebook, YouTube, Twitter, LinkedIn…

How do you manage it all?

How do you measure the impact of social?

2002 2004Launched Our Community

2006IdeaExchange

was Born

2010Social Media

StrategyJoined Salesforce

2008Productized

Salesforce Ideas

My History at Salesforce

Kira Wampler

Principal

Our Other Customer Speaker

Case Study for How to Make a Website Social

Using Social Media to Shape Their Brand

Social Is a Part of Their Acquisition Strategy

Social is Being Extended to Mobile Apps

Mobile Ramping Faster Than Any ‘New Thing’

What Can We Learn from the Groupon Story?

Kira Wampler

Principal

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 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.

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Safe Harbor

Kira Wampler

Principal

Where Do I Begin?

Where Are You on The Journey?

Stage 3Operational

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration deliver tangible results.

Traditional, command and control business operations using one-way communication to drive business outcomes.

Stage 1Traditional

Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Stage 2 Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Stage 4Impactful

Where We Are Headed…

Stage 5: The Fully Engaged Enterprise

• Bring products and services to market more quickly, with built-in demand.

• Manage risk and fiduciary responsibilities better,

• Differentiate on experience

• Get and retain the best talent

• Have more efficient business operations

Business Outcomes

• Breakthrough business results

• Entire employee base has 360 view of the customer

• Customer engagement is in company DNA

• Brand dashboard ties to revenue

• Ideal mix of brand advocates

• Senior executives lead with customer engagement

Organizational Impact • “I trust you”

• “I recommend you”

• “I feel valued and heard”

• “You anticipate my needs”

• “That was my idea”

• “I would never buy a competitor’s products”

• “I am better because of you”

Customer Evidence

Social Media Audit

Support ProductsSales Marketing

Where Are Your Strengths?

Where Can You Improve?

Where Do I Focus My Resources?

Vision & Values – Intuit Small Business Group

In order to achieve my entrepreneurial goals, I’ve got to figure out everything myself and no one is looking out for me.

Connect Support Recognize Transform

Outposts

Forums, Online Groups Review Sites Offline Word of Mouth

Branded

• Facebook• Twitter• YouTube

Homebase

• On-Domain Community• Blog

Determining Your Brand’s Online Presence

1) Know where customers and prospects are talking about you and your brand’s category

2) Ask your customers where they spend time and what they talk about

Understand the Role of Each Community

Costs

Fix What’s Broken

Fix What’s Broken

Learning & ImproveLearning & Improve

Explore & Discover

Explore & Discover

Reach

Satisfaction

Loyalty

Cross-Sell

Usage

Growth

Advocacy Awareness

146M

134M

109M

25M

2M

14M

Fish Where the Fish Are

Facebook

Should We Have A Million Fans?

What Would We Do With a Million Fans?

Start By Engaging Fan with Great Content

Tools to Manage Your Channels

Schedule Posts Moderate Conversations

Other Benefits of Having Lost of Fans

Send Updates to Your Fans1

Increase Lead Conversion2

What Would it Take To Get To 1M Fans?

Three Tactics for Acquiring Fans

Reveal Page on Facebook

Advertising on Facebook & 3rd Party Sites

Salesforce.com

Click ‘LIKE’ to become a fan of Salesforce.com Chatter

Like Buttons & Sharing Toolbars

Feb

2009

May 2

009

Aug 2

009

Nov 2

009

Feb

2010

May 2

010

Aug 2

010

7,500

10,000

5,000

2,500

Views Per Day7,500+7,500+

7,500 video views a day =

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaksAssumptions

Hyper-efficient Reps46

What’s the Magic Formula for Creating a Successful Video?

Demo Videos

Webinars

Events

Testimonials

Four Case Studies

Objective1

Promotion3

Production2

ROI4

Twitter for Marketing

Twitter for Support

How to Listen

On Domain Communities

LinkedIn: Groups and References at Scale

Review Sites: Critical for Product Businesses

Your Community: Be Where Your Customers Are

How Do We Manage It?

Organic Centralized Hub-and-Spoke Multiple Hubs

Organizational Models

Social Media Team

Social Media Strategist• Responsible for the overall program, including

ROI

Community Manager• Customer facing role trusted by customers

Product Marketing, Comms• Produce content and

messaging

PM, Development, QA• Builds and maintains social

apps, website, and CRM system integration

Web Analytic, SEM, SEO • Assist with listening platforms,

advertising, and search

Social Media Policy Provides Clear Rules

What’s In Bounds What’s Out of Bounds Who to Escalate Things To

http://salesforce.com/socialmediapolicy

What’s In BoundsWhat’s Out of BoundsWho to Escalate Things To

Support

Products

Sales

Marketing

Strategy, Policy, Best Practices

Training Employees

Tools to Help Employees Engage

Real-Time Feeds . Collaboration in Context . Mobile Access

How Do We Measure The Impact of Social?

Social Media Dashboard

The Measurement Challenge

Fans Followers

Liking Sharing Re-tweeting

Revenue Customers Expenses

Leads Satisfaction

The biggest challenge most social media teams have is making the connection between activity and business outcomes.

What Social Media Teams Measure

What Business Units Measure

Table-Stakes 1. Behavioral2. Claimed

Four Approaches to Making the Connection

Sophisticated 3. Testable4. Data Mining

Social Media Marketing

Activity Measures

Business Impact Measures

1. Behavioral “I Will Believe It When I See It”

Examples– Coupon codes specific to social media channels (Dell Outlet)

– Social media URLs coded into web reporting suites (Fixya)

– Upsell / Cross-Sell ads embedded in or on-domain sites (Intuit)

Why it Works– It’s hard to argue with product adoption

When it Doesn’t– Page level analytics aren’t available (Amazon.com)

– Social media is part of the purchase process but not the last

step

– Social media channels are not big enough to drive significant

results

1

1. Claimed “I Will Believe It When The Survey Says So”

Examples– Ask about the impact of social media in the [insert] process

– Incorporate marketing mix surveys into social media

campaigns

When it Works– When off-domain sites don’t provide the data

– When engagement is part of the process, not the final step

When it Doesn’t– The time lag and expense limit day-to-day use

– Effort sizes are too small to be picked in panel research

2

3. Testable “I Will Believe It When It’s Significant”

Examples– A/B test specific websites with engagement functionality turned

on & off to compare bounce rates, conversion, or sales

– List test comparisons between leads captured through online

engagement and through traditional methods

– Message test twitter messages for each click-thru and

conversion

3

3. Testable “I Will Believe It When I Regress It”

Examples– Matching community profile data to customer sales and

comparing to non-community customer sales

– Conducting timeframe analyses to understand which

engagement events trigger which kinds of purchases

– Analyzing social survey and community verbatim with customer

satisfaction measures to uncover real reasons for satisfaction

scores

4

Dashboard Ties Out to Key Business Objectives

CostsReach

Satisfaction

Loyalty

Cross-Sell

Usage

Advocacy Awareness

Key Takeaways from Today’s Session

The dramatic rise of social media and mobile is changing

consumer behavior

Companies that accelerate their social engagement

journey are at a distinct competitive advantage

The key ingredient to success on social channels is

engaging around customers’ needs vs. marketers’

communication objectives

Internal social media success requires training,

empowerment and the right team structure

Measuring social media isn’t impossible. You just have to

devote the time and resources to it

Questions

Jamie Grenney@JamieGrenney

Kira Wampler@kirasw