dreamforce b2b social mediabasics by erling amundson

Symantec Social MediaPresentation at Dreamforce ‘14Erling Amundson

Senior Manager Social Insights and Support at Symantec

@XDstrategy

Erling AmundsonSymantec

WHO WE AREAt Symantec, we protect your information wherever it’s stored or accessed.

20,000 Employees in 50 Countries

4th Largest Software Company in The WORLD

Social Media Team

Create social experiences that build

brand and loyalty

Social listening enables a customer

focused brand

Integrate social into our owned properties

Leveraging social to enhance the sales

process

So

cia

l P

illa

rsPr

iorit

y Pr

ogra

ms

Social Marketing Social Insights and Support Social @SymantecSocial Selling

• Social Media Campaign Strategies

• Social Platform Strategy

• Stock & Flow Content Strategy

• Social Ecosystem• Training & Governance• Employee Activation

• Social Support strategy

• Listening & classification: Campaigns, Events, Support, On-demand

• Social media reports, dashboards, and readouts

• Daily trend updates

• Social selling strategy

• Social sales training• Social sales profiles

• Social web experience strategy

• Advocacy & Influencer Program

• Social Data strategy • Connect 4.0

Inspire customers, partners, influencers and employees to engage with and advocate for Symantec by delivering compelling and relevant social experiencesV

isio

n

Erling Amundson @XDstrategy

Global Listening


Make the outputs

of your listening strategy

inputs into other areas

of your organization


We Find Actionable Mentions

If you search on the internet, most of what you find isn’t actionable. We find the content you need to act.

7

AIMs

All Mentions

Noise = all internet mentions that are not relevant or actionable

AIM ™ is a term created and trademarked by Symantec

1. Social media, external blog or external forum mention

2. Created by a customer, partner, competitor or prospect

3. Provides business value to Symantec


AIMS are gems that are worth the work to find

Seven data classes, routed by Business Function

1. Case: Request for help resolving

real-time issue. (Tech Support)

2. Query: Question that doesn’t require

support resource. (Knowledge Management)

3. Rant: Insult that merits brand

management consideration (PR)

4. Rave: Praise from Symantec brand

advocate (Marketing)

5. Lead: Pronouncement of near-term

purchase decision (Sales)

6. RFE: Request to enhance a product

with a new feature (Engineering)

7. Fraud: Communication from an

unauthorized provider of Symantec

products (Legal)

8


SFDC Marketing Cloud Engagement Console


SFDC Marketing Cloud: Rule-Based Automation


Why automate?

• Consistency

• Time to engagement

• Enable focus on value-added analytics

A single negative customer experience posted in public can wipe out the effect of five or more positive messages.


Symantec Social Success Stories

Article Link


http://www.computerworld.com.au/article/536332/symantec_responds_customer_complaints_about_backup_exec_beta/

The Engagement Loop


PRE-IGNITIONArm people with knowledge and give them something to buy into.

CONSIDERATIONRe-evaluate Norton as a brand that protects you anywhere, anytime, on any device.

EVALUATIONMake it is easy to engage with Norton 360MD.

EXPERIENCEContinually deliver value over course of the relationship.

ADVOCATECelebrate the freedoms people are enjoying with Norton.

CONVERSIONMake it easy to try and buy.

The 24-Hour News Cycle Responsive, Agile, Real-time Marketing

INT

ER

ES

T

TIME

BREAKING News

Journalists scramble for additional information

Public Excitement

Grows

Peak

Old News

Done

Brand Goals Customer Interests

Begin Publishing Brand Content

Before During After

Adopted from David Meerman Scott


Example: Real-time Response MarketingCreating content to answer your customers questions in real-time

IT security is cost center, not a profit center, how to

balance it?

“36k Impressions564 engagements

Why don’t they spend enough money on IT

security?

“102k Impressions

2,542 engagements

Should the companies upgrade their Network

Infrastructure?

“318k Impressions

24,350 engagements


Erling AmundsonSenior Manager Social Insights and Support

Symantec

@XDstrategy