Dreamforce autodeskmarketing
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Transcript of Dreamforce autodeskmarketing
Social Media Marketing for MarketersCory Hartlen, Marketing Cloud, Product Marketing Manager@coryhartlen
Your Customers Share More than Ever Before
Great article on…
Love the new…
Having a problem with…
Looking for recs...
Hiring a CTO…
Cool video…
Product review…
But Enterprises Are Not Prepared to Engage in Social Conversations
70% of companies ignore customer complaints on Twitter2
68% of CMOs feel unprepared to deal with social media1
1 IBM Global CMO Study 2011 2 Maritz and evolve24 Twitter Study, September 2011
38% of CMOs are tracking social media metrics1
Social is Disrupting the Entire Enterprise
Service
Recruiting
Sales
R&D
Marketing
ExecutivesLead gen
Customer service
Marketing & PR
Recruiting
R&D
C-Suite
Social Media Has Changed Marketing Forever
EngagingTransparentTargeted
UnsolicitedOne to many
Untargeted
The Largest Shift in 60 Years
Old Way New Way
The Five C’s of Social Marketing
Content is King! Build a Community
It’s all about the Conversation Now let’s Collaborate
Leverage your Connections
IT ALL STARTS WITH LISTENING, BUT FOR WHAT?
Compliments IdeasComplaintsNeeds
Competition
CampaignCrisis
Influencers
Sales Leads
| ALIGN YOUR DEPARTMENT AND CORPORATE GOALS
8
Listen/Analyze
Measure
Engage/Content
Your Brand Your Competitors Your Industry
Love the new…
Product review…
Great article on…
View Counts…
Share of Voice
How many Shares?
Hiring a CTO…
Blogger Outreach… Having a problem
with…
| AVOID THE SILOS
Marketing PR HR Sales Cust. Serv.
Blogs Forums Facebook Twitter YouTube
| SOCIAL MEDIA COUNCIL
Marketing PR HR Sales Cust. Serv.
Blogs Forums Facebook Twitter YouTube
| HUB AND SPOKE MODEL
MarketingPR
HR
SalesCust. Serv.
Blogs Forums Facebook Twitter YouTube
Community Team
How Companies Are Approaching Social Media
A Social Business creates an enterprise wide collaborative communityBoth internal and external communities must provide shared value
| TOOLS TO AID THE ENTERPRISE
Ineffective MarketingResults
Most Companies Struggle With Social Marketing
FragmentedConversations
No Unified Data Too Many Systems
Multiple groups engaging
Mixed messages
Customers only see one brand
Campaigns and engagement disconnected
Multiple measurement dashboards
No customer record or profile
Multiple point solutions
Disconnected from the enterprise
Inefficient & uncoordinated
Turn insights into actions and connections into Customers for Life.
World’s Only Unified Social Marketing Platform
Cory HartlenPMM Marketing Cloud@Coryhartlen
Demo
Social Monitoring to Drive Marketing EffectivenessDan Zucker, Autodesk, Social Media Manager@djzucker
Influencer Identification
Autodesk software… leading the world in the ALL TIME WORST CUSTOMER SUPPORT EVER. i would very much LOVE to use the product ive paid for.
aaaand @autodesk comes through with a solution… thanks guys ;) /me closes Mspiant.
im telling you, my life is f’n silly. who the fk gets tweets from @autodesk and @sn00ki in the same lifetime let alone the same f***ing day
Persona Development
Traditional market research+ Social monitoring
Avoid using customer listsAvoid survey question biasPotential cost savings
Product Lifecycle & SupportHey @AutoCAD users, how do you want to see the grid improved? Whats missing, what do you need/want that you don’t have #AutoCAD # Feedback
@Autodeskcare having troubles deploying Civil3d 2013 through GPO.
Best Practices
• Ask the right questions• Select your keywords carefully• Combine quantitative with qualitative• Share insights widely• Monitor daily to get smart
Learn more at salesforce.com/marketing-cloud