"everybody's talking! are you listening? how social media technology brings online...
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"Everybody's Talking! Are You Listening? How Social Media Technology Brings Online Conversations to You" by Jeffrey Cohen, Social Strategist at Radian6. Presented at Murmuration 2012.TRANSCRIPT
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Everybody’s Talking! Are You Listening?
How Social Media Technology Brings Online Conversations to You
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© 2011 Radian6
The following slideshow was presented by Radian6’s Social Strategist
Jeffrey Cohen at
Murmuration 2012
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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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended April 30, 2011. This 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.
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Social Strategist @JeffreyLCohen
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The B2B Social Media Book amzn.to/b2bsm2
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#radian6
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http://www.flickr.com/photos/faceme/2677735132/
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http://www.flickr.com/photos/free-stock/4816852493/
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The Great Divide
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250 million tweets/day
Volume of Conversations
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1.5 billion posts/day
Volume of Conversations
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Billions of blogs,
comments, communities
Volume of Conversations
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@JeffreyLCohen
Monitoring the volume of social mentions requires people or technology.
Tweet This! #radian6
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Three Phases of Monitoring
• Listening • Measuring • Engaging
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Brand and Product Mentions
Listening
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Discover Signal from Noise
Listening
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Monitor Competitors and Industry
Listening
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Finding Influencers
Listening
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Set a Goal
Measuring
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Connect with Business Goals
Measuring
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Measure what you can Move
Measuring
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Respond to Questions
Engaging
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Share Valuable Content
Engaging
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Track Activities
Engaging
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@JeffreyLCohen
Successful monitoring requires actionable goals that can be measured.
Tweet This! #radian6
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Advice and Recommendations
Building Healthier Online Communities
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Discover Content and Recommenders
Building Healthier Online Communities
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Answer Questions and Publish Content
Building Healthier Online Communities
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Solve Customer Problems
Building Healthier Online Communities
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@JeffreyLCohen
Listen to customers like @GNCLiveWell so you can answer their questions.
Tweet This! #radian6
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“Refresh Everything” Campaign
Integrating Feedback into Marketing
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Monitored thousands
of conversations
overnight
Integrating Feedback into Marketing
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Immediate feedback
Integrating Feedback into Marketing
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Changed ad spend for
follow-up campaign
Integrating Feedback into Marketing
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@JeffreyLCohen
Collect real time feedback like @Pepsi to make smarter marketing decisions.
Tweet This! #radian6
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Inner Circle of
Power Users, Fans and
Advocates
Discover and Build a User Community
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Over 25,000 Members
Discover and Build a User Community
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Product Suggestions
and Comments
Discover and Build a User Community
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Product Roadmap,
Prioritize Features and
Catch problem
Discover and Build a User Community
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Advocates Share and
Spread Content
Discover and Build a User Community
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Recruit New Members,
Find New Communities
Discover and Build a User Community
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@JeffreyLCohen
Build an Inner Circle community like @IntuitInc for product reactions.
Tweet This! #radian6
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Listening to Engineers,
Business Owners and
for Industrial Topics
Making B2B Social Media Work
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Focus on Blogs and
Forums
Making B2B Social Media Work
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Content Marketing,
Product and Service
Concerns and
Competitive Intelligence
Making B2B Social Media Work
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Distributed to Product
Marketing and Dealer
Relations
Making B2B Social Media Work
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Discover New Leads
and Retain Customers
Making B2B Social Media Work
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@JeffreyLCohen
Listen across the B2B distribution channels like @CaterpillarInc.
Tweet This! #radian6
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Monitors over 25,000 Daily Conversations
Social Media Command Center
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11 Languages
Social Media Command Center
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Twitter Reach is Greater
than Top 12 US Newspapers
Social Media Command Center
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Find Every
Conversation and
Respond for Service, Sales and Community
Social Media Command Center
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Route Relevant, Timely
Customer Feedback to Anyone in Company
Social Media Command Center
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“It is also about getting
that information to the
right people wherever
they are in the Dell
organization, globally and functionally.”
Social Media Command Center
Manesh Mehta VP Social Media and Community
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@JeffreyLCohen
The @Dell Command Center achieved 46% more customer reach with the same employees.
Tweet This! #radian6
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Real Time Feedback to
Inform Marketing,
Product and Communications
Engage Athletes, Fans and Customers
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Turn a Leading Sports
Brand into a Leading Participatory Brand
Engage Athletes, Fans and Customers
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Realized Increases in
Site Traffic, Engagement and Sales
Engage Athletes, Fans and Customers
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“Every single person in
marketing is seeing the
insights brought to life in
real time. It reminds
them how important it is
to know the heartbeat of the consumer.”
Engage Athletes, Fans and Customers
Bonin Bough Global Director of Digital and Social Media
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@JeffreyLCohen
You don’t need a fancy room to do amazing social customer service.
Tweet This! #radian6
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http://www.flickr.com/photos/nathaninsandiego/5652269620/
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Thank You
Jeffrey L. Cohen Social Strategist [email protected]
amzn.to/b2bsm2 Road (previous slide): http://www.flickr.com/photos/sambou/2611998145/
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