Inside Salesforce.com’s Social Media Strategy

Inside Salesforce.com’s Social Media Strategy

#SocialStrategy

Today’s Presenters

Online CommunityErica Kuhl

@ericakuhlVP of Social MediaJamie Grenney

@jamiegrenney

Command CenterNathan Freitas

@natespeakContent Marketing

Jennifer Burnham

@jennydburnhamOnline Video

Victor Haseman

@victorhaseman

Safe Harbor

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, 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 quarter ended July 31, 2012. This document 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.

VP of Social MediaJamie Grenney

@jamiegrenney

Inside Salesforce.com’s Social Media Strategy

#SocialStrategy

$3BRevenue Forecast FY13

High Growth Company

The Playbook We’ve Used for the Past 10 Years

Broad Shift in Internet UsageOpen, Social, Mobile, Local

Desktop Internet

0

40

80

Today 3-5 Years

Social MediaFace-to-Face

Call Centers

Websites

Traditional MediaAdvisory Groups

Partners

Source: 2012 IBM Global Chief Executive Of!ce Study

Perc

ent o

f Int

erac

tions

Customer Touchpoint's Are Changing

Customer Interactions

“Skate to where the puck is going to be, not where it’s been.”

Wayne Gretsky“The Great One”

How Does An Organization Adapt?

Organizational Models

Started a Blog

Created a Facebook Page

Using LinkedIn

Posted a Video

Organic

Source: Altimeter Group


Centralized

Strategist

Community Mgr

Content Producer

Product Mgr



Hub & Spoke

Centralized

Strategist

Community Mgr

Content Producer

ProductMgr

Social Team



Dandelion or Multiple Hubs

Social Team

GeoBrand

Hub & Spoke

Social Team



HolisticSource: Altimeter Group

What is the Core Team Working On?

Social TeamSocial Team

How Is Social Transforming Marketing?

Social Analytics

Campaigns

Online Marketing

Social Website

Events

Social PR

Creative

Product Marketing


How Are Other Departments Transforming?

Social Team

Social Analytics

Campaigns

Online Marketing

Social Website

Events

Social PR

Creative

Product Marketing

Sales

SupportProducts

Recruiting

Sales

SupportProducts

Recruiting

Social Analytic

Campaigns

Online Marketing

Social Website

Events

Social PR

Creative

Product Marketing

Let’s Start with the Core Team

Social Team

Salesforce.com’s Social Media Team

MVPS

ON AIR

Nathan Maria Kendall Kevin Jamie Anna Victor Jared Jennifer *Erica*Matt*Maura

Director of Online CommunityErica Kuhl

@ericakuhl

Online Community

Community = Fewer Cases, Increased Adoption

Chatter Communities

Innovation Adoption Networking Marketplace

2012

Advocacy

80%Of Customers Get a Quality

Answer

28,980 Ideas

1,698 Comments / Month

9,447 Votes / Month

1,016 Delivered Ideas

Closed Loop Process for Innovation

Breeding Ground for Our MVP Program

Knowledgeable“Salesforce Ninjas”

LeadersEmbody the Characteristics of the Salesforce Community

AccessibleActively Engaged 9+ days a month

MVP Program Today

2012

40%of Answered

5%of Twitter

Keep in mind, there are millions

of Salesforce Users!

Big Project for 2013... Chatter Communities!

Profiles

Groups

File Sharing

Mobile

Feeds

Pro!le

Feeds

Groups

Files

Mobile

Big Project for 2013... Chatter Communities!

# of Post and Comments

% of Questions Answered

# of MVPs


@ericakuhl #SocialStrategy

How do you measure success?Tweet tips & best practice resources

1

2

3

How We’re Measuring Success

Three Apps That Power Our Community


@ericakuhl #SocialStrategy

What apps do you use?Tweet tips & best practice resources

1

2

3

Online Community Strategy

Look Inside the MVP Program

Best Practice Resources

History of IdeaExchange

#SocialStrategy

What resources do you !nd helpful?Tweet tips & best practices


@ericakuhl

Director of Content MarketingJennifer Burnham

@jennydburnham

Content Marketing

Create Content That Delights

Retweets LikesComments

Shares

Positive Sentiment Embeds

1

Turning Likes Into Leads2

1,000,000 Subscribers

Form Completes

Nurture

Sales

Content & Conversations

What We’re Managing in Marketing Cloud

350Pieces of ContentPer Month

225Content Contributors

129Individual Channels

Starts with Channel Alignment

Consistent Branding

Map Your Channels

No Broken Windows

1

Grow Subscribers to Reach Critical Mass

Subscriber Growth Leaderboard

2

Top Tactics for Subscriber Growth: Content Calendar, Like Gate Campaigns, Advertising

Set a Target: Need to Grow Subscribers 6% M/M to 2x Y/Y

Build Compelling OffersLanding Page

3

Sample Offers-Webinar-EBook-Gated Video

Create Content to Promote Your Offer

Big Offer / Month

Blog Posts / Month

FB Posts / Month

Tweets / Month

1

4

4

16

Suggested Cadence

4

Track Your Campaigns5

http://salesforce.com/form/?id=7013000sqyyhttp://bit.ly/facebookmarketing http://na1.salesforce.com/7013000sqyy

Nurture Content Marketing Leads

Clicks on a Tweet

Watched a Video

Posted a Question

Read a Post

Viewed a Presentation

Became a Fan

Liked a Post

Re-Tweeted a Post

BrandMention

SEM Free Trial Contact Me Event Registration eBook Offer

Lead Scoring1

Personalized Journeys2

Campaign Attribution3

Marketing Automation

6

Build Your Social Customer Pro!le7

Social Identity Contact Record

Channels are they subscribed to...

Apps they’ve interacted with...

Relevant conversations...

Screenshot is a concept we wanted people to visualize, not the out-of-the-box product

1

2

Form Completes & Pipeline

Content That Delights


3 # of Subscribers


@jennydburnham

4 Value Survey

#SocialStrategy

How do you measure success?Tweet tips & best practices

1

2

Three Apps We Use Every Day

3 Marketing Automation


@jennydburnham#SocialStrategy

What apps do you use?Tweet tips & best practices

Social = Pipeline

Content Marketing Playbook


What Does It Take to Go Viral?


@jennydburnham#SocialStrategy


Sr. Community Manager Nathan Freitas

@natespeak

Command Center

Where We Were 18 Months Ago

#@

!?

80,000Brand Mentions

Is Anyone Listening?

@kendallSF@mariaignatova

Conversation Volume

80,000Brand MentionsEach Month

#@

!?

26,000Read by the Community Team

1,200Actively Engaged

What Types of Posts Do We See?

ideas

arghwins

sales

help

news

What Types of Posts Do We See?

ideas

argh

wins

sales

help

news Re-Tweeting News & Sharing Content

Trying to Solve a Problem or Get Answers

Frustrated Individuals Venting

Product Feedback and Suggestions

Personal Accomplishments and Advocacy

Expressing a Need We Can Help With

How We Engage On Social Channels

Source: YouTube.com/SalesforceSocial

Salesforce Command Center

Engagement Coverage

Brand Mentions & Sentiment


Pipeline & Case De"ection


@natespeak

1

2

3

#SocialStrategy


Two Apps We Use Every Day


@natespeak

2

1

#SocialStrategy


Listening and Engagement Playbook

How We Manage 80k Brand Mentions


Top 4 Ways Salesforce Customers Use Social to Find Answers


@natespeak#SocialStrategy


Director of Content MarketingVictor Haseman

@victorhaseman

Online Video

Becoming a Media CompanyAmazing Customer Films

Live Global Broadcasts+5,000 Video Catalog

Channels & Programing

Production Teams

In-House Studios

Doing Pretty Well...

At least compared to our peers

Really Big JumpOpportunity to Think Big!

Doing Pretty Well...

Doing Pretty Well... At least compared to our peers

Three Ways Video Delivers Measurable ROI

Hyper-Ef!cient RepsGated Offers

Live Events

1

2

3

33,000 video views a day =

a) average video view is 2 minutesb) average hyper-ef!cient rep pitches 8 hours a day, no breaks

Assumptions

Hyper-ef!cient Reps217

Hyper-Ef!cient Reps1

Navigation

Optimized Title

Description & Tags

Active Engagement

Promotion

Poster Frame

Create a Standard Process for OptimizationRaise the Bar and Weed Out Underperforming Producers

Call-to-Action

Make Sure Your Videos Are Logging ActivitiesWhen Someone Watches a Video On Our Website, We Want It to Count

Lead Scoring1

Personalized Journeys2

Campaign Attribution3

Watched 15 Seconds

Watched the Entire Video

Gated Offers2Incremental Improvements Make a Major Impact...

Playback Experience

Recommendations

In-Context CTAs

Live Events3

Live Events Generate“Likes and Buzz”

YouTube Channel Offers a Virtual Event Experience

Registration Page Confirmation Page Live Webcast

Webcasts Become a “New Customer” Engine

Video Views

Pipeline Created


Value Survey

Director of Online VideoVictor Haseman

@victorhaseman

1

2

3

#SocialStrategy


Three Apps We Use Every Day

2

1

#SocialStrategy



@victorhaseman

YouTube

3

Video CMS

Online Video Strategy

How to Use Online Video for B2B Mktg


What Kinds of Videos Do We Produce

#SocialStrategy



@victorhaseman

Re-Cap of the Core Team’s Initiatives


CommunityMVP Program

True to the CoreCommunity Infrastructure

Command CenterMonitoring & Escalations

Active EngagementTrust & Customer Success

Content MarketingChannel AlignmentContent Calendar

Content OffersLikes Into Leads

Online VideoVideo Platform & Optimization

Live BroadcastsLarge Scale Webinars

How is Social Transforming Marketing?

#SocialStrategy

How Is Social Transforming Marketing?

Social Analytics

Social Campaigns

OnlineMarketing

Social Website

Social Events

Social PR

SocialCreative

Product Marketing


How To Drive Change

The RiderDirect

The ElephantMotivate

The PathShape

Social’s In"uence on SEO is Growing

Search Traf!c

...And Search Traf!c is a Big Part of our Business

Source: SearchMetrics.com, June 2012

Companies Who Blog Are Winning

55% more website visitors

79% more twitter followers

for companies that blog

for companies that blog

Source: HubSpot -- Survey of Small to Medium Size Businesses

Follow the Bright Spots

Follow the Bright Spots

264,000Twitter Subscribers

Successful BlogCranking Out 3+ Post a Day

Provide Actionable Steps

Tweets / Month16

FB Posts / Month4

Blog Posts / Month4

Big Offer / Month1Suggested Cadence

Point To The Destination

SEM(Google Search)

Click

Click

Click

Click

Impression

Impression

Impression

Impression

+Email Addresses

+Ad Dollars

+Social Media Subscribers

Fuel the Viral Loop

Email Drop(Newsletter, Offer)

3rd Party Sites(Display Ads)

Click

Click

Landing Page B(eBook, Contest, App)

Social Requires More Soft Offers

Social Post(Facebook, Twitter...)

Social Ad(Facebook, Twitter...)

Hard Offer

Soft Offer

Content

Great content & engagement earns subscribers

Advertising is the fastest way to grow subscribers

Content(Blog Post, Video, Website)

+Ad Dollars

Display Advertising(Ad Networks)

Content Marketing(Social Heart of Marketing)

Social Advertising(Social Heart of Marketing)

Sharing, Likes

Users are cookied for ad re-targeting

Capture new subscribers with reveal pages, great content, & website integration

PromotedContent

Impression

Search Results(Google AdWords)

SocialPro!le

Email Marketing(Heart of Marketing)

New email addresses go into marketing automation system

Top Content

Leads by Source

Campaign ROI

Subscribers

Engagement

Quali!ed Leads

Lead Quality

Conversation Volume

Landing Page A(Free Trial, Demo)

SEO (Google Search)

Click

Impression+Inbound Links

Search Results(Organic Results)

Shares, likes, and comments in"uence search rankings

+Ad Dollars

Social Adds Two New Pipeline Engines

PP

Impacts Our Existing Pipeline Engines

PP

How To Drive Change

The RiderDirect


Follow the Bright SpotsScript the Critical MovesPoint to the Destination

PPP

Find the Feeling

PR & Analysts

SEO, Campaigns, Landing Pages

Website Messaging, Demo Videos, Customer Stories

Launches & Events

First Call Decks

Find the Feeling

Static

Comprehensive

Printer Friendly

Shrink the Change

Conversational

Bite-Sized

Easy to Share

Cultivate the People

Social Profile Marketing

Automation

Product Marketing

Social Campaigns

Social Enterprise

Dreamforce Reg.

Cloudforce

Website

Social Channels

Keynote & Demos

Product Launch/PR

Social Advertising Dreamforce

Onsite

Command Center

Social Creative

Salesforce Live

Community

How We’ve Worked to Drive ChangeFollow the Bright SpotsScript the Critical MovesPoint to the DestinationThe Rider

Direct


The PathShape

PPP

Find the FeelingShrink the ChangeGrow Your People

PPP

“Tweaking the environment is about making the right behaviors a little

easier and the wrong behaviors a little harder.”

Tweak the Environment


“Social Isn’t Producing High Quality Leads”

Form Completes

Nurture

Sales

Is the Issue Attracting the Audience?

Are We Linking Posts to Relevant Offers?

Is it a Tracking Issue?



What Are We Doing on the Con!rmation Page?

Is There a Relevant Nurture Campaign?

Are We Scoring the Leads?

Form Completes

Nurture

Sales



What Is Sales Saying About These Leads?

Do We Need a Dedicated Rep?

Do The Leads Need More Nurturing?

Form Completes

Nurture

Sales

Build Habits

Blueprint for the Perfect Post

Build Habits

Detailed Documentation

Rally the Herd

Demand Gen

Pre-Event Buzz

Onsite Arrival

Conference Guide

Registration

Print

Digital Signage

Live Studio

Product Campground

Community Conference

Dreamforce Chatter

Dreamforce Mobile

Service Cloud Live

Press & Analysts

Keynote

Salesforce Live

Breakout Sessions

Partners

Executive Summit

Global Gala

Developer

Listening & Engagement

Online Advertising

Reporting & Analysis

Employee Education

Business Cards

Corporate Blog

Recruiting

Homepage

800 Line

Rally the Herd

Release MarketingProduct Marketing

Rally the Herd

Social Business Cards

Creative Team

Rally the Herd

Social Advertising

Online Marketing

Rally the Herd

Social Analytics

Web Analytics

Rally the Herd

Social Sign-On Authentication

Web Team

How To Drive ChangeFollow the Bright SpotsScript the Critical MovesPoint to the DestinationThe Rider

Direct


The PathShape

Find the FeelingShrink the ChangeGrow Your People

PPP

PPP

Tweak the EnvironmentBuild HabitsRally the Herd

PPP

Sales

SupportProducts

Recruiting

Transforming a 10,000 Person Company

Social Team

Recruiting’s Social Transformation


Candidate 1

Candidate 2

50,668 Results

People You Like

People YouDon’t Know

People You Don’t Like



Data Can Be Used To Score Candidates

Career Tenure

Care

er E

nthu

sias

m

AttritionNon-LoyalLoyalNew

Recruiting’s Engagement Strategy


Tapping into Our Employee’s Social Networks for Candidate Referrals


Video Job Descriptions


Mobile App To Manage The Interview Process


Sales

SupportProducts

Recruiting

Transformations At The Departmental Level

Social Team

ProspectingForming Connections

Customer References

Viral Products

Crowdsourced InnovationBuilding Ecosystems

Support on Social ChannelsBranded Communities

Sourcing Candidates

Scoring Candidates

Interview Process

Creating Social Employees

Our Employee Social Network

Four Ways to Use Chatter

Employee Social Network

#1 Source informationAsk questions without sending an email blast. When you crowdsource information you often get multiple perspectives. You can also search historical & real-time conversations.

#2 Share content that others might !nd valuablePost presentations, docs, and articles. You have a real-time feedback look and can see how valuable it was based upon the likes and comments you receive.

#3 Shape how others perceive youHighlights wins, thought leadership, and expertise. Give thanks and show how you’re a team player by promoting others.

#4 Maintain and grow relationshipsLet people know what you’re working on and stay in tune with what they’re up to by subscribing to people, groups, opportunities and accounts.


Four Ways for to Employees Use Social

External Social Networks

#1 Source informationGet good at asking questions in online forums to source answers from the community. Con!dent search conversations on social to learn about customers and prospects.

#2 Share content that others might !nd valuablePost articles, best practices, product updates and thought leadership with customers and your network. Re-tweet company news. Get good at posting content that delights!

#3 Shape how others perceive you & your companyHighlights wins, thought leadership, and expertise. Give thanks and create in"uencers by recognizing other peoples work. Especially the work of your customers and partners.

#4 Maintain and grow relationshipsLet people know what you’re working on and stay in tune with what they’re up to by subscribing to them on Twitter, LinkedIn, and other social sites.


7,785Empowering Your Employee Army

voices

Social Media Policy

What’s In Bounds

What’s Out of Bounds

Who to Escalate To

Training & Best Practices

#SalesforceSocialYouTube.com/SalesforceSocial

Blogs.Salesforce.comChatter Group

Google SiteLunch & Learns

Certi!cation Program*

Thank You!

Inside Salesforce.com’s Social Media Strategy

Technology

Transcript of Inside Salesforce.com’s Social Media Strategy