@marcusnelson #SMSSummit

Future T!lk: Wh!t H!ppens When Your Entire Comp!n" Becomes Soci!l?

@marcusnelson #SMSSummit

@marcusnelson #SMSSummit

“O h!i.”

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@marcusnelsonFounder of Addvocate

Former Head of Social Media at Salesforce.com

@marcusnelson #SMSSummit

<r!nt>3

@marcusnelson #SMSSummit

Comp!nies Usin" Soci!l For M!rketin"

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57% 72% 81% 88% 91% 92%

2009 2010 2011 2012 2013 2014Percent of Comp!nies Usin" Soci!l Ch!nnelsSource: http://www.emarketer.com/Article.aspx?R=1009273

@marcusnelson #SMSSummit

0

15

2011

2012

2013

2014

Bi" Mone# Spent On Soci!l Advertisin"

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http://www.emarketer.com/Article.aspx?R=1008862

Billion$5.20

Billion$7.72

Billion$10.24

Billion$11.87

@marcusnelson #SMSSummit

Problem6

@marcusnelson #SMSSummit 7

Social is not an ad play, It’s a content game. #SMSSummit

Tweet this ple!se

@marcusnelson #SMSSummit

</r!nt>8

@marcusnelson #SMSSummit 9

If your company is on the Internet, YOU ARE A MEDIA COMPANY. #SMSSummit

@marcusnelson #SMSSummit 10

All Content Should Live Here

Dreamforce Announcement on Blog

InfographicsPhotos

Presentations

Videos

eBooks

@marcusnelson #SMSSummit 11

SEO M!tters

71% of Enterprise purchase decisions in the United States begin with research conducted on a search engine.

71%

@marcusnelson #SMSSummit 12

A Blo" Should Be Your...

Single Voice of Authority

@marcusnelson #SMSSummit

Trust M!tters

85% trust information they receive from blogs.

• Facebook - 67%• Twitter - 73%• Pinterest - 85%

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85%http://www.marketingcharts.com

@marcusnelson #SMSSummit

Blo"s M!tter

69% of B2B buyers make buying decisions after reviewing a company’s blog.

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69%

@marcusnelson #SMSSummit 15

#Content is King,#Marketing is Queen,but your Blog is their Castle. #SMSSummit

@marcusnelson #SMSSummit 16

So...

@marcusnelson #SMSSummit

I know wh!t #ou’re thinkin" to #ourself…

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@marcusnelson #SMSSummit 18

“I don’t h!ve enou"h st!ff”shit

@marcusnelson #SMSSummit 19

You H!ve An Incentivi$ed Workforce

Workers want to talk about their company, only...

1. They don't know what to say.2. They're afraid to say the wrong thing.

So, they do nothing.

@marcusnelson #SMSSummit 20

Employees want to post of social but often they don’t know what to say, or they don't want to sound dumb. So they say nothing. #SMSSummit

@marcusnelson #SMSSummit

Customers WANT to T!lk to Emplo#ees

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http://trust.edelman.com/

@marcusnelson #SMSSummit

Re!d#. Set. Go.

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@marcusnelson #SMSSummit

Determine Objectives

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Share of Voice

# of MVPs

Awards Won

Engagement Coverage

Video Views

Subscribers

Posts & Comments

Facebook Engagement

Score

Sentiment

# of Employees Trained

# of Influencers Engaged

Audit Score

Downloads

Attendees

Quality of Engagement

Share of Conversation

@marcusnelson #SMSSummit

Est!blish Soci!l Medi! Guidelines

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salesforce.com/socialmediapolicy

What’s in bounds?

What’s out of bounds?

Who to escalate things to?

public facing youtube video

Every Employee is responsible for reading and adhering to the rules.

@marcusnelson #SMSSummit

Build Proficienc# Amon" Emplo#ees

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http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx

@marcusnelson #SMSSummit

Cre!te Coll!bor!tion Infr!structure

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@marcusnelson #SMSSummit

Identif# Users

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Profiles: Who’s contributing on your company’s behalf.Skills: List expertise and experience on products or projects.Search: Find knowledge leaders w/ user-defined expertise tagging.Score: See how users rank in influence within the service.Leader Boards: Create competition.

Social Directory

@marcusnelson #SMSSummit 28

Amplif# Mess!"es

Always On: Browser plugin gives constant access to Addvocate.Share: Suggest tweets for employees to send out.Notification: Employees updated with messages, updates, key links.Promote: Prioritize content. Settings: Easy setup.

Browser Plugins

@marcusnelson #SMSSummit

Tr!ck URLs

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Custom URL Shortener = http://add.vc

• First link created is a ‘Parent URL.’

• Subsequent retweets or shares are treated as ‘Child URLs.’Campaign Codes = http://add.vc/abc?source=addvc%20co=asfd%20div=CIfM%20dept=JuJirCQg%20user=dJlwAdw

• Appends tracking data for company, division, department, & user.

• Ability to add a custom code for an event or product campaign.Cookie Links

• Add a cookie to shortened URLs for ad retargeting.

@marcusnelson #SMSSummit 30

You can’t fix what you don’t measure. #SMSSummit

@marcusnelson #SMSSummit 31

Me!sure Results

Trends: Reoccurring topics being discussed.Top Performers: Who’s contributing the most.Recent conversations: Glimpse of what’s happening now.Issues Resolved: Happy customers.Community Tone: General sentiment at the moment.

Define your view of success

@marcusnelson #SMSSummit

G!mif# Emplo#ee P!rticip!tion

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http://newyork.kred.com/

@marcusnelson #SMSSummit

Optimi$e Content

Insights on content that’s working or missing. Future tools will do keyword analysis to reveal high-value topics to consumers.

• Clicks

• Reach

• Employee

• Channel33

@marcusnelson #SMSSummit

Govern Access

LDAP integration allows greater visibility, security, and control.

• Eliminate passwords.

• Custom roles & permissions.

• Clear channel management.

• No access for former users.

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@marcusnelson #SMSSummit

1. Put Everything In Your Blog

2. Build Social Proficiency Among Employees

3. Establish Social Media Guidelines

4. Determine Objectives

5. Create Collaboration Infrastructure

6. Operationalize Content & Distribution

7. Gamify Employee Participation

Review

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@marcusnelson #SMSSummit

Review (continued)

• Identif# - Consolidate employees who represent your brand on social.

• Amplif# - Suggest content for employees to send via personal channels.

• Me!sure - Which employee efforts are paying off, validate their efforts.

• Optimi$e - What kind of content or topics resonate with your audience.

• Govern - Password admin is a mess, especially when people leave.

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@marcusnelson #SMSSummit 37

The Future of #SocBiz is determined by how you Identify, Amplify, Measure, Optimize, & Govern the social voices of your company #SMSSummit

@marcusnelson #SMSSummit 38

Th!nk You

@marcusnelsonFounder of Addvocate

Former Head of Social Media at Salesforce.com

@marcusnelson #SMSSummit

M# Te!m At S!lesforce

• 13 Brands

• 150+ different social media channels

• 320+ stakeholders

• 90,000 mentions per month

• KPIs based on “share or voice”

39

@marcusnelson #SMSSummit

Our M!n!"ement Tool

I worked for the leader in cloud computing and social business...

and we still used spreadsheets.

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@marcusnelson #SMSSummit

Spre!dsheets M!n!"ed People

• Social channels we owned.

• Channel owner.

• Passwords & access.

• Social channels we needed.

• Channels retired.

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@marcusnelson #SMSSummit

I Needed Help

If I worked at the world’s leading “Social Business” company, and I couldn’t manage our social properties...

Surely some of the the top brands in theworld could help me out, right?

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@marcusnelson #SMSSummit

Bill Johnston

I Asked The Experts

43

Frank Eliason

Esteban Contreras

Musa TariqBliss Dennen

Ekaterina Walter

@marcusnelson #SMSSummit

Guess Wh!t The# Used?

44

@marcusnelson #SMSSummit

M# ProblemsMy team of 5 managed 150+ social media properties for 13 brands:

• Who represented us on social media?

• Which teams owned what?

• Who has passwords to what channels?

• What content was doing well and where?

• Where to get approvals & signoff?

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@marcusnelson #SMSSummit

Current Tools

• Focused on small teams or networks.

• Active listening metrics & analysis of external engagement.

• Lack control or visibility of messaging past brand channels.

• Missing the ROI of social media marketing efforts.

• Don’t scale in pricing past small teams at large companies.

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@marcusnelson #SMSSummit

I H!d To M!ke It Better

• Would employees represent their brand if given the chance?

• Could I make it seamless for employees to be empowered?

• Was there a way to analyze results to reveal ROI to management?

• Could brands learn from content to boost future performance?

• Should access be entwined with existing enterprise systems?

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