Future talk what happens when your entire company becomes social

@marcusnelson #SMSSummit

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



“O h!i.”

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@marcusnelsonFounder of Addvocate

Former Head of Social Media at Salesforce.com


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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

http://www.emarketer.com/Article.aspx?R=1009273



0

15

2011

2012

2013

2014

Bi" Mone# Spent On Soci!l Advertisin"

5


Billion$5.20

Billion$7.72

Billion$10.24

Billion$11.87




Problem6

@marcusnelson #SMSSummit 7

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

Tweet this ple!se


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


All Content Should Live Here

Dreamforce Announcement on Blog

InfographicsPhotos

Presentations

Videos

eBooks


SEO M!tters

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

71%


A Blo" Should Be Your...

Single Voice of Authority


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




Blo"s M!tter

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

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69%


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


So...


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

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“I don’t h!ve enou"h st!ff”shit


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.


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


Customers WANT to T!lk to Emplo#ees

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http://trust.edelman.com/




Re!d#. Set. Go.

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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


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.


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




Cre!te Coll!bor!tion Infr!structure

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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


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


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.


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


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


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

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http://newyork.kred.com/




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


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

https://twitter.com/search?q=%23SocBiz

https://twitter.com/search?q=%23SocBiz


Th!nk You

@marcusnelsonFounder of Addvocate

Former Head of Social Media at Salesforce.com


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”

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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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Spre!dsheets M!n!"ed People

• Social channels we owned.

• Channel owner.

• Passwords & access.

• Social channels we needed.

• Channels retired.

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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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Bill Johnston

I Asked The Experts

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Frank Eliason

Esteban Contreras

Musa TariqBliss Dennen

Ekaterina Walter

http://about.me/estebancontreras

http://about.me/estebancontreras

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=nryqidW2xNckVM&tbnid=R_xZvTwVwMTjkM:&ved=0CAMQjhw&url=https%3A%2F%2Ftwitter.com%2FEkaterina&ei=77gRUYntMfC42QX12YCADQ&bvm=bv.41934586,d.aWc&psig=AFQjCNFPdsHvZM0BWG6rnVKmcg3zIkdZYQ&ust=1360202332211373

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=nryqidW2xNckVM&tbnid=R_xZvTwVwMTjkM:&ved=0CAMQjhw&url=https%3A%2F%2Ftwitter.com%2FEkaterina&ei=77gRUYntMfC42QX12YCADQ&bvm=bv.41934586,d.aWc&psig=AFQjCNFPdsHvZM0BWG6rnVKmcg3zIkdZYQ&ust=1360202332211373


Guess Wh!t The# Used?

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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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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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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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Future talk what happens when your entire company becomes social

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