Triggering Social Change: Taking Meaningful Business Actions from Social Events

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

June 25th, 2013

Eric Whipple

Triggering Social Change


Introduction Hi. I am a designer.

Vice President of Products and Solutions Product Owner – RQ® for Salesforce Product Line

Technical Strategist

Owner, Modern Apple Consulting Salesforce.com Solution Design and Implementation

Process and Satisfaction Modeling


RCG helps companies prioritize, measure, and advance the relationships that most impact their performance

Our Process: �  Relational Ladder Methodology

�  RQ® for Salesforce

�  Over 50,000 Relationships Assessed

Some of Our Clients: �  Berkley College – Admissions, Enrollment, Financial Aid

�  Univ. of Dayton – Alumni Relations, Student Ambassadors

�  Villanova University – Major Gifts

The Relational Capital Group


What does “Social Business” Mean?

all business is social

sources channels directions destinations

Social channels are powerful, but to be meaningful they must always be tied to…

Real and Measurable Outcomes

Social Business is about “doing” business socially, not just “watching” it


The “Tweet” or the Egg? Why do Companies fail with social initiatives?

History Culture

Language Knowledge

With Salesforce.com, you are already more social than you may realize

Playing

The Game of Social

Isolated Concerns / Disconnected Results

A Hope Strategy for

ROI

Lack of Clarity and Intentions

Businesses fail with social initiatives because of their social practices!


Salesforce Chatter �  Chatter is about Social Collaboration and

Productivity �  Social Profiles and Feeds

�  Social Workflow

�  Chatter Groups �  Chatter Communities

�  File Sharing and Preview �  Chatter Mobile

�  Chatter Desktop

�  Why Chatter is not like Email

�  Why Chatter is not like Facebook


Posting a Whole Lot More �  Publisher Actions turn data

management tasks into social updates

�  Posting updates can be as simple or as sophisticated as you need it to be

�  Encourage good social content by controlling post data

�  Auto fill data attributes to ensure complete data


Beyond the Wall with Salesforce.com �  Going Offensive with Social

�  Telling Your Social Story: Social Triggers �  Social Integration: Leveraging external social content �  Social Automation: Scheduled Jobs and Chatter API

�  Beyond Configuration and Code

�  Salesforce AppExchange has many applications that leverage social channels to help you design, execute, and govern both social and traditional data processes.


Telling Your Social Story

Apex Trigger

+ Chatter (Apex)

= Customized and automated Social

Stories


Telling Your Social Story 1.  Create a new FeedItem

2.  Assign it to the appropriate stream

3.  Populate it’s content (body)

4.  Give it a title

5.  Insert the new record

6.  DONE!

trigger opportunityActions on Opportunity (after insert, after update) {

for(Opportunity opp : Trigger.new){

if(opp.stageName == 'Closed Won'){

//format Opportunity amount

List<String> args = new String[]{'0','number','$##,###,##0.00'};

String amount = String.format(opp.amount.format(), args);

//Add a new Link post to the Account's stream

FeedItem post = new FeedItem();

post.ParentId = opp.accountId;

post.Body = 'We are KILLING it! Won another deal for ‘+amount+' on ‘+String.valueOf(opp.closedate);

post.LinkUrl = '/'+opp.id;

post.Title = opp.name;

insert post;

}

}

}


Social Integration �  Question: How can we leverage our LinkedIn networks to be better

observers of trending topics?

�  Question: Is it really possible to act effectively and efficiently with what’s going on “out there”?

�  Question: How can we do that without hiring a bunch of people to “watch the world”? How can we automate the process?

�  Example: Capture LinkedIn stream data and take specific sales and marketing actions, based on the content of that data

�  Monitor Trending Topics �  Add new Leads, based on strategically relevant social topics �  Automatically assign Leads to appropriate marketing campaigns


Social Integration

Integration Stack Benefits �  Leverages existing LinkedIn capabilities

�  Utilizes standard (well-known) data structures

�  Captures actual structured data, not just blobs

�  Full development platform to leverage social data

�  Complete CRM toolset to connect social behaviors with real people


Social Integration

Creating a Simple (but powerful) MVC application

Visualforce page

LinkedIn Apex Controller

LinkedIn Helper Class

LinkedIn Models Class

Campaign Member Object

Campaign Object

Lead Object

Other…


The LinkedIn Class Model �  Classes were derived from the

LinkedIn Api JSON response to an HTTP request

�  They are automaAcally be mapped to the JSON message

�  Unmappable (unecessary) aHributes will be “skipped”

�  ConsumpAon (capturing and parsing) of data will be done in ONE LINE OF CODE

public with sharing class LinkedInModel{ public class LinkedInResponse{…} public class LinkedInSHARUpdate{…} public class UpdateContent{…} public class Person{…} public class CurrentShare{…} public class ShareContent{…} public class SiteStandardProfileRequest{…} }


Key Code Bits �  LinkedIn API Request String private String getLinkedInRequestUrl(){

return 'https://api.linkedin.com/v1/people/~/network/updates? type=SHAR&format=json&count='+postCount+'&oauth2_access_token=AQWFNOSFZ…';

}

�  Processing the Results private void getLinkedInUpdates(){

HttpRequest req = new HttpRequest();

req.setEndpoint(getLinkedInRequestUrl());

Http http = new Http();

HttpResponse response = http.send(req);

linkedInResponse = (LinkedInModel.LinkedInResponse) JSON.deserialize(

response.getBody(), LinkedInModel.LinkedInResponse.class);

(… Continue Processing…)

}


Key Code Bits �  Create New Leads and Perform Additional Processing public static void upsertSocialLeads(List<LinkedInModel.LinkedInSHARUpdate> postValues){

for(LinkedInModel.LinkedInSHARUpdate socialContent : postValues){

// If the lead already exists, just add the post to that Lead.

// If it does not, then add a Lead and then add the post to that Lead.

List<Lead> existingLead = [select id from lead where firstname = :firstName and lastname = :lastName];

if(existingLead.size() > 0){

// Save individual post content as a completed task on that Lead

Task newPost = new Task();


} else {

// Create, populate, and save a new Lead

Lead socialLead = new Lead();


insert socialLead;

whoId = socialLead.id;

addToCampaigns(socialLead,get2013Campaigns());

}


Social Automation �  Force.com APIs enable the platform to be notified of social events

�  Scheduled Apex jobs enable automation of poll-based interactions

global class scheduledMerge implements Schedulable{

global void execute(SchedulableContext SC) {

HttpRequest req = new HttpRequest();

req.setEndpoint(getLinkedInRequestUrl());

Http http = new Http();

HttpResponse response = http.send(req);

linkedInResponse = (LinkedInModel.LinkedInResponse)JSON.deserialize(

response.getBody(), LinkedInModel.LinkedInResponse.class);


}

}


Final Thoughts

�  All Business is social

�  Social actions must be designed to be meaningful

�  Salesforce.com encourages and supports sophisticated social collaboration out of the box

�  Social content can be easily leveraged to contribute to meaningful business action that drives higher quality and greater performance


Questions �  [email protected] or [email protected] �  www.relcapgroup.com

�  www.rqforsalesforce.com (or check us out on the AppExchange)


Technology

Triggering Social Change: Taking Meaningful Business Actions from Social Events