common sense and communities
DESCRIPTION
Speakers Patrick Hirigoyen and Eric Scheel (CTO, Magnet 360) Having a social business presence is critical, but empowering employees to engage with your community on behalf of the brand can sometimes be intimidating. Join us as we learn how to encourage good employee judgement, while leveraging best-of-breed technology to enable social communities that drive engagement in a managed environment. Topics on the agenda will include: /// Social Stories: Amazing accounts of social crisis and redemption /// Managing the line between brand and personal reputation /// Social governance and special considerations for regulated industries /// Salesforce Communities: A powerful tool for guiding social interactions (overview and short demo)TRANSCRIPT
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Common Sense & Communities
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MAGNET 360 WIFIUsername:
Magnet 360 guestPassword: enter2win
@Pat_Hirigoyen
@EricScheel
@magnet360
#iSeries
JOIN THE CONVERSATION
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OUR MANTRA
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S A L E S F O R C E E X P E R T I S E
/// Partner Since 2004
/// 2,000+ Platform Projects
/// 95+ Certifications
/// 8.9 Customer Satisfaction Score
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COMMON SENSE,
UNCOMMON TIMES
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COMMON SENSE, UNCOMMON TIMES
Context:
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Ubiquity of social media
Implications for responsibilities of employees, management
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Ubiquity of social media
Implications for responsibilities of employees, management; two views:
1. Wonderful new era of promise and opportunity
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Ubiquity of social media
Implications for responsibilities of employees
1. Wonderful new era of promise and opportunity
2. Unforeseen, incalculable hazards and risks
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen
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COMMON SENSE, UNCOMMON TIMES
“We had two AOL-ers that had distressed babies that were born, that we paid a million dollars each to make sure those babies were OK in general.”
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Ubiquity of social media
Dramatic new changes in:• Relationship between brands, external
audiences• Line between corporate, personal reputations• Employer-employee relationship
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
HIRE CHARACTER
TRAIN SKILL
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
corporate
reputation
personal
reputation
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
www.socialmediagovernance.com/policies
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Enlist employees as true “brand ambassadors”
@Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Weber Shandwick research
• Employees who are encouraged to share about their companies online are more likely to:– Encourage others to buy products– Recommend company as good place to work– Defend company from criticism– Volunteer for causes important to employer
http://onforb.es/1nsQX4Y @Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Weber Shandwick research
• Employees who are encouraged to share about their companies online are more likely to:– Encourage others to buy products– Recommend company as good place to
work– Defend company from criticism– Volunteer for causes important to employer
http://onforb.es/1nsQX4Y @Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Weber Shandwick research
Yet: socialization occurring among ill-informed employees- Only 4 in 10 can explain their company’s goals,
or what it does
http://onforb.es/1nsQX4Y @Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Weber Shandwick research
Recommendations:
1. Enlist engaged employees in communications
http://onforb.es/1nsQX4Y @Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Weber Shandwick research
Recommendations:
1. Enlist engaged employees in communications
2. Equip employees with content
http://onforb.es/1nsQX4Y @Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
Weber Shandwick research
Recommendations:
1. Enlist engaged employees in communications
2. Equip employees with content
3. Change processes (e.g., approvals) if needed
http://onforb.es/1nsQX4Y @Pat_Hirigoyen @Magnet 360 #iSeries
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COMMON SENSE, UNCOMMON TIMES
@Pat_Hirigoyen @Magnet 360 #iSeries
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SALESFORCE COMMUNITIES
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S A L E S F O R C E P L AT F O R M
@EricScheel @Magnet 360 #iSeries
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TYPES OF COMMUNITIES
Partner Customer Employee
Innovation
Self-service
Engagement
Employee Intranet
@EricScheel @Magnet 360 #iSeries
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WHAT ARE
SALESFORCE COMMUNITIES
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CURRENT STATE OF PORTALS/COMMUNITIES
Legacy PortalsOne-to-one
/// Business Data in Silos/// Not Social/// Poor Mobile Experience
Social Point SolutionsMany-to-many
-OR-
/// No Business Data/// All Discussion Focused/// Lack Structured Processes
@EricScheel @Magnet 360 #iSeries
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SALESFORCE COMMUNITIES
Branding & Customization
Social Collaboration
Business Process Integration
MobileAccess
Current Portals
Salesforce Communities Extends the
Value of Portals
@EricScheel @Magnet 360 #iSeries
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SIMPLE DEMO
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HOW DOES A COMMUNITY HELP DIFFERENTIATE?
• Chatter • White Label Branding• Chatter Resources are Scoped by Community• Chatter on Objects is Scoped by Record Security
• Global Search• Site.com Branded Public & Private Pages• Identity Providers (SSO & Social Sign-on) • Touch Interface • Canvas & REST API
@EricScheel @Magnet 360 #iSeries
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WHAT ARE THE SALESFORCE COMMUNITY TYPES?
Site.com Pages
Q&A, Ideas & Knowledge
Mobile (Touch)
Cases & Assets
Custom Objects (10)
Profile, People, Groups, Feeds &
Files
Community
Common Features
Customer Community: Self-Service Scale to Millions of Users
Partner Community: Accounts, Leads & Opportunities; Complex Sharing & Roles; Content; and, Reporting
@EricScheel @Magnet 360 #iSeries
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HAAGEN-DAZS DEMO
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HAAGEN-DAZS COMMUNITY
Connecting Franchisees
Integration with (POS) Point of Sale System
Topic discussions
Event Calendar
Monthly Reconciliation Reporting
@EricScheel @Magnet 360 #iSeries
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WHAT SKILLS DO I NEED TO BE SUCCESSFUL?
Salesforce Administrator
Marketing & Branding
Customer Service & Partner
Relations
Community Moderator
• Enable and configure
• Some features behave differently in Communities
• Review Release Notes and Migration Guide (Session Chatter)
• Integrate with existing web presence
• Custom URLs
• Leverage brand identity, customization, Apex, and HTML5
• Content & collateral
• Enable engagement with internal teams
• Governance & employee training
• Promotes productive conversations
• Acts as a voice for Company & Community
• Chat integration with Live Agent
• Case management
• Account management
• Campaigns
• Opportunity for call deflection
@EricScheel @Magnet 360 #iSeries
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COMMUNITY MATURITY MODEL
2 – Presence• Stake your claim
• Direct partner and customer engagement
• Create feedback loops
1 – Planning• Listen & Learn
• Develop business case
• Internal cultural alignment
3 – Engagement• Dialog Deepens
• Internal Users Engage (Sales, Support, Product Development, Marketing)
• Profile / Identity aggregation
4 – Formalized • Organized at scale
• Global coordination
• Governance
• Optimized at scale
5 – Strategic • Across enterprise
• Employee, partner and customer
• Consolidation of sites and channels
Functionality ExtensiveLimited
Bu
sin
ess
Im
pa
ct
Hig
hL
ow
6 – Converged• Community embedded into
products, services and processes
@EricScheel @Magnet 360 #iSeries
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THANK YOU