setting your social media strategy
DESCRIPTION
You’ve seen eye-opening stories of companies small and large who see phenomenal success by marketing to customers through community and social media. They’re creating brand awareness and generating new customers—just by making it easy for customers to advocate on their behalf, engaging in conversations on discussion boards and Twitter, distributing video on YouTube, and forming groups on sites like Facebook. But how does it work for B2B marketers?In this session, Erica Kuhl, the Community & Social Media Manager at salesforce.com will show you how they’ve created a successful social media strategy and leveraged social media tools and tactics—including some unusual practices for scaling up and working with high-touch customers. You’ll walk away with new ideas and information to help you get the most out of social media in a B2B setting.TRANSCRIPT
Setting Your Social Media Strategy
Erica Kuhl: Salesforce.com Community & Social Media Manager
Agenda
State of the Internet – Why Social Matters?
Where Do You Begin?
Top Ten Tips to Setting Your Strategy
The Emerging Importance of Social CRM
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 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, 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-K for the most recent fiscal year ended January 31, 2010. This documents and others 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 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.
Safe Harbor
2002 2004 Taught Administrator
Workshop
2006 Content Manager for Dreamforce
2011 Social Media
Strategy Joined Salesforce
2008 Re-launched the
Salesforce Community
My History at Salesforce
Have to recognize, virtually every prospect and customer is engaged in social media
Learn about new products through social channels
Trust their network and other customers to provide honest feedback
Expect brands to listen and engage them on social channels
Expect you to have a complete picture of your interacts across channels
Broad Change in Interest Usage
Employee has a Facebook account or LinkedIn profile
Shares articles with friends or tweets news
Posts to discussion boards or uploads photos
Have to recognize, virtually every employee is engaged in social media
Broad Change in Interest Usage
Where Do I Begin?
Top Ten Tips: Social Media Strategy
#1 Start by Listening: Twitter Audit
Volume by Hour?
Broad Topics?
Actionable?
Google Twitter Audit
Bucket Your Tweets
60 News…People re-tweeting news articles
18 Heros…Completed training, starting a project, drank the kool-aid
16 Argh…Frustration over product gaps, support challenges
9 Sales…Pricing questions, switching vendors, comparing vendors
7 Ideas…Promoting an idea on the IdeaExchange
5 Partners…Looking for consultants, asking about partner apps
4 Help…Asking product questions, often times challenging ones
#2 Understand Your Audience
Questions you might ask yourself • What is their relationship with your company? • Who do they trust for information? • What watering holes to they frequently use? • What motivates them to post and participate? • What do they like to talk about?
Forester Social Technographics Ladder
Creators…Publish original content
Critics…Leave comments
Collectors…Subscribe to RSS, vote, tag
Joiners…Maintain a profile
Spectators…Read content
Inactive…None of the above
Microblogs
Blogs
Forums
Video
Images
Mainstream News
Other Conversations About Your Brand
#3 Decide Where You Want to Focus
Blogs
Learning Center
Answers
Ideas
Profiles
Groups
Community On Your Site
YouTube
Slideshare
Flickr
Your Official Social Media Channels
Online Community On Your Site
Greatest control over the experience
Tightly integrated with CRM
Blogs
Learning Center
Answers
Ideas
Profiles
Groups
Community On Your Site
YouTube
Slideshare
Flickr
Your Official Social Media Channels
Official Social Media Channels
Meet people where they live
Ideal medium to drive awareness
Easy to setup and maintain
Microblogs
Blogs
Forums
Video
Images
Mainstream News
Other Conversations About Your Brand
Conversations On 3rd Party Sites
People are talking about your brand
Opportunity to listen, engage, and help shape brand perception
Blogs
Learning Center
Answers
Ideas
Profiles
Groups
Community On Your Site
Microblogs
Blogs
Forums
Video
Images
Mainstream News
Other Conversations About Your Brand
How Do These Communities Intersect?
Blogs
Learning Center
Answers
Ideas
Profiles
Groups
Community On Your Site
YouTube
Slideshare
Flickr
Your Official Social Media Channels
Embedded YouTube Video
Become a Fan
Share with Your Network
Social SSO
#4 Define Your Goals
Decrease Costs
Improve Customer Satisfaction
Grow Revenue
How social media can cut costs, increase revenue, or drive customer satisfaction
May be different for each segment of your business
Could be softer metrics like listen, support, energize, and embrace
Increase Rep Productivity
Improve Customer Success
Drive Evangelism & PR
Improve SEO Strategy
Generate Leads
Gain Customer Insight
Create Competitive Differentiation Product Marketing Sales Support
Does it Matter to the Business?
Harness the energy of salesforce.com's community and facilitate a conversation between the brand,
our customers, and our extended network.
#1 Customer Success
+
Events
+
Social Media
Salesforce.com Vision & Values
Manage Everything On Dashboards
Online Community . CRM . Social Channels
#5 Start Small, But Start Strong
#6 Define Roles & Responsibilities
Social Media Strategist • Responsible for the overall program, including
ROI
Community Manager • Customer facing role trusted by customers
Product Marketing, Comms • Produce content and
messaging
PM, Dev, IT Support • Builds and maintains social
apps, website, and CRM system integration
Web Analytic, SEM, SEO • Assist with listening platforms,
advertising, and search
Community Manager Infographic
Support
Products
Sales
Marketing
Strategy, Policy, Best Practices
Employee Training
Social Media Guidelines
What’s In Bounds, What’s Out of Bounds
Stick to writing about what you know
Quality matters
Be honest & transparent
Different roles for promoters, greeters, product experts, and moderators
Don’t tell secrets
Don’t talk about financials
Don’t make forward looking statements
Don’t talk about unannounced customers
#7 Join the Conversation
Moderating Answers
Moderating Twitter
Organic Centralized Hub-and-Spoke Multiple Hubs
#8 Define Your Organizational Model
#9 Recognize Your Top Contributors
Biggest Impact by Focusing on the Top 1%
Unique Visitors
Small % of the Population...
Contributors: Post, Comment, Share
...Fuels the Community
MVPs Enthusiasts
Dabblers
Lurkers
MVPs
Enthusiasts
Dabblers
Create a Top Advocates Program
Recognize Exceptional Individuals Within the Salesforce.com Community for their Leadership,
Knowledge, and Ongoing Contributions
Give Rewards and Recognition
#10 Map Social Media to Your Business
What is Social CRM?
Employees visibility into the conversations taking place
Workflow to ensure relevant conversations are followed up on
Collaboration between employees and partners
Management of social profiles and customer preferences
Reporting and Dashboards to measure activity
Real-Time Insight Into Customers
Tips for Setting Your Social Media Strategy
Start by listening
Understand your audience
Decide where to focus
Define your goals
Start small, but start strong
Tips for Setting Your Social Media Strategy
Define roles and responsibilities
Join the conversation
Define your organizational model
Recognize top contributors
Map social media to your business
Where to find me: Twitter: @ericakuhl Facebook: ericakuhl LinkedIn: in/ericakuhl Quora: Erica-Kuhl