Jeffrey L. Cohen, Manager, Content MarketingSalesforce Marketing Cloud@jeffreylcohen

/in/jeffreylcohen

#MarketingCloud

6 Principles of Social Media Marketing

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- Everyone, everywhere

Social Media is changing everything.

“”

Social Listening

1

Social Listening• Your company

• Customers

• Prospects

• Competitors

• Industry

• Online reputation

• Crisis

• New employees

• Influencers

• New market and product opportunities

Social Listening - Examples

30,000 Twitter mentions per month

Empowering customers

@JeffreyLCohen

Use Social Listening to solve a business problem or answer a specific question.

“”Tweet This!

#marketingcloud

Social Content

2

Social Content• Valuable

• Educational

• Actionable

• Relevant

• Sharable

• Builds trust

• Images

• Videos

• User-Generated

Social Content - Examples

Marketing Cloud Ebook• 22,000 Views• 2,000 leads

300,000 Likes

110% in Engagement

@JeffreyLCohen

Social Content needs to provide value and encourage action.

“”Tweet This!

#marketingcloud

Engagement

3

Engagement• Make customers feel special

• Tell compelling stories

• Be authentic

• Help customers

• Use multiple channels

• Ask your audience to engage

and share

• Engage across departments

• Use a CRM system

Engagement - Examples

13,000+resolvedissues

@JeffreyLCohen

Engagement is about connecting with customers in ways that were never possible before.

“”Tweet This!

#marketingcloud

Social Ads

4

Social Ads• Better targeting

• Promote well-performing content

• Amplify storytelling

• Measure effectiveness in real-time

• Increase or decrease spend

• Entice your audience to share your message

• Reduce cost-per-click

Reduced Cost of Conversion 88%

Increased Sign-ups 620%

Increased Click-throughs 26%

Social Ads - Example

@JeffreyLCohen

Amplify your company message with Social Ads by promoting successful content.

“”Tweet This!

#marketingcloud

Measurement

5

Measurement• Start with business goals

• Metrics vs. tactics

• Testing and optimizing

• Sales and leads

• Customer satisfaction

• Customer service

@JeffreyLCohen

Establish Measurements of success for your social media activities before beginning.

“”Tweet This!

#marketingcloud

Workflow & Automation

6

Workflow & Automation - Example

Actionable Internet Mentions:• Case• Query• Rant• Rave• Lead• RFE• Fraud

@JeffreyLCohen

Scale your social media efforts in two steps. 1. Create a Workflow. 2. Set up an Automation process.

“”Tweet This!

#marketingcloud

Social Media Marketing

• Social Listening

• Social Content

• Engagement

• Social Ads

• Measurement

• Workflow & Automation

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Creative Commons Images

• No Software

• Wall Advertisements

• Measurement

• Process

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