b2b social media huddle - jamie grenney - salesforce journey
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Jamie Grenney from Salesforce shared these slides at the B2B Social Media huddle in Bracknell on December 7.TRANSCRIPT
Jamie GrenneySr. Director of Social Media
http://twitter.com/jamiegrenney
Setting Your Social Media Strategy
Three Pillars Of Online Community
AnswersAnswers
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Community OnOur Site
Community OnOur Site
User GroupsUser Groups
IdeasIdeas
LinkedInLinkedIn
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Our Channels On Other Sites
Our Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
BlogsBlogs
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
Partner SitesPartner Sites
ForumsForums
Community On Our Site
AnswersAnswers
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Community On Our Site
Community On Our Site
User GroupsUser Groups
IdeasIdeas
FacebookFacebook
LinkedInLinkedIn
YouTubeYouTube
TwitterTwitter
Our Channels On Other Sites
Our Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
ForumsForums
Partner SitesPartner Sites
BlogsBlogs
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
YouTubeYouTube
FlickrFlickr
Our biggest community today
Control over user experience
Deep analytics and CRM
integration
DiscussionsDiscussions
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Conversations On Our Site
Conversations On Our Site
User GroupsUser Groups
IdeasIdeas
LinkedInLinkedIn
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Our Channels On Other Sites
Our Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
ForumsForums
Partner SitesPartner Sites
BlogsBlogs
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
YouTubeYouTube
FlickrFlickr
Our Social Media Channels
Broaden exposure to new
audiences
Meet people where they live
Leverage tools which are
interactive and viral
FacebookFacebook
LinkedInLinkedIn
YouTubeYouTube
TwitterTwitter
Our Channels On Other Sites
Our Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
DiscussionsDiscussions
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Community On Our Site
Community On Our Site
User GroupsUser Groups
IdeasIdeas
ForumsForums
Partner SitesPartner Sites
BlogsBlogs
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
YouTubeYouTube
FlickrFlickr
Conversations Taking Place on the Web
Encourage evangelism
Monitor conversations
Engage where appropriate
Three Pillars Of Online Community
AnswersAnswers
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Community OnOur Site
Community OnOur Site
User GroupsUser Groups
IdeasIdeas
LinkedInLinkedIn
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Our Channels On Other Sites
Our Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
BlogsBlogs
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
Partner SitesPartner Sites
ForumsForums
Needed a Cohesive Video Strategy
Video on Our Site Video on YouTube
Whitehouse.Gov Proved it Was a Viable Approach
Branded YouTube Channel Mirror Image On Their Site
Standardizing on YouTube
Branded YouTube Channel Branded Players On Our Site
Benefits We’re Seeing from YouTube
See the Sources of Traffic
Able To Measure Content QualityConsolidated View of Video Library
Leveraging Their Ad PlatformRunning UCG Campaigns
Back of the Envelope ROI
YouTube Video
91K Video Views
40% Unique Impressions
$14 Value Per Impression
$509k Net Benefit
$100k Video Production, Promotion
$25k Infrastructure Costs: custom players, advertising
$125k Total Costs
~300% ROI
Figure Out Your Mix of Video
What is Twitter All About?
Weekly or MonthlyUpdates
Blogs
Weekly or DailyUpdates
Daily or HourlyUpdates
1995 2000 20102005
Our Core Goals with Twitter
Get People to Re-Tweet UsBuild Our Followers
Listen & Engage in Conversation
Different Types of Twitter Channels
PersonalitiesBranded Channels
Listening Platforms & Coordinated Follow-Up
Radian6
Salesforce for Twitter Co-Tweet
Training & Certification
With the Real-Time Web There is No Undo Button
Imagine Your Post Plastered on a Billboard on the 101
for All the World To See
Social Media Guidelines
Required reading for employees who participate in
social media – aka every employee
Publically available on the
homepage of our blog
What’s In Bounds, What’s Out of Bounds
Stick to writing about
what you know
Be honest & transparent
Quality matters
Don’t tell secrets
Don’t talk about financials
Don’t talk about
unannounced customers
Don’t make forward
looking statements
Don’t Hesitate to Escalate – We’re Here to Help
Jane Doe – PR Team & Escalations
Bob Smith – Social Media & Online Community
Register All New Channels
Does it have a clear charter?
Has the branding been blessed?
Who is managing the password?
Have the authors been through social media training?
Identify Yourself as a Salesforce Employee
Increase Rep Productivity *Answers, YouTube
Improve Customer Success *Answers, YouTube
Drive Evangelism & PR *Twitter, Facebook, YouTube
Enhance SEO Strategy *Blogs, Answers, YouTube
Generate Leads *Twitter, YouTube
Harness Innovation *Ideas, Twitter
Gain Customer Insight *Twitter, Answers, LinkedIn
Create Competitive Differentiation
Social Media Has Far Reaching Benefits
Product Marketing Sales Support
Where Do You Begin?
Start by thinking about your customers– What sites are they using today?
– What are they comfortable with?
– What types of conversations do they want to have?
Align with the business– What are the business benefits you hope to achieve through
social media?
– Can you rally the resources needed to support the initiative?
– How are you going to measure success?
Invest in training and certification
Jamie Grenneyhttp://twitter.com/
jamiegrenney