social media for b2b - how salesforce.com does social #et10
DESCRIPTION
This was presented at Exact Target's Connections 2010 conference on Sept. 15, 2010 by @marcusnelsonTRANSCRIPT
Social Media for B2BHow Salesforce.com does Social
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What does social media require?• Ownership within your company• Systems & policy to protect your brand• Training to embrace social media• Social CRM to manage and engage customers• Organizational alignment, dedicated resources• Measurement that maps to business objectives• Reporting to guide management
Where to begin…
Accept broad changes in Internet usage
We must recognize, virtually every customer, partner,
and employee is engaged in social media
Encourage employee participationArmy of 4,000+ employees who can engage,
share and promote our products.
Help answer customer’s questions
Show customers we’re listeningto their product ideas
Share our knowledge and expertise
Promote videos you find useful
Connect the dots and uncover sales opportunities
Re-tweet Salesforce news to your network
Establish a clear social media policy
Every Employee is responsible for reading and adhering to the rules.
What’s in bounds? What’s out of bounds? Who to escalate things to?
salesforce.com/sociamediapolicy
Know the risks involved
“try to imagine your post plastered on a billboard for all
the world to see”
There is no undo
Coordinated
Create an organizational modelCentralized Organic Multiple Hub & Spokes
Holistic
© 2010 Altimeter Group
http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final
Establish role assignments• Social Strategist– Responsible for the overall program, including ROI– There may be multiple strategists at each spoke
• Community Manager– Customer facing role trusted by customers– Companies may have dozens of community
managers
© 2010 Altimeter Group
http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final
Social CRM
What is “Social CRM?”“Social CRM is a philosophy & a business strategy,
supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” –Paul Greenberg
–Paul Greenberg“Godfather of CRM”
18 Social CRM Use Cases
Jeremiah OwyangWeb StrategistAltimeter Group
© 2010 Altimeter Group
http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final
Underlying principals across these use cases
• Monitoring – Listening capabilities to filter out the noise
• Mapping – Link peoples social profiles to customer records
• Management – Organize information and make it actionable
• Measurement – What you can’t measure you can’t improve
Twitter audit
Very basic 7-day twitter auditTotal of 300-400 “Salesforce” mentions per day • 60 News – People re-tweeting news articles• 18 Heros – Completed training, starting a project, drank the Kool-
Aid• 16 Argh – Frustration over product gaps, support challenges• 9 Sales – Pricing questions, switching vendors, comparing vendors
• 7 Ideas – Promoting an idea on our IdeaExchange• 5 Partners – Looking for consultants, asking about partner apps• 4 Help – Asking product questions, often times challenging ones
What are users saying?Heros Sales Support
Have systems
© 2010 Altimeter Group
http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final
This framework was built using the USAF Blog Triage.
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer?
Comedian Want-to-Be?
NegativePositive
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable action to fix issue and
let customer know action taken
Are the facts correct?
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
No
Yes
Yes
Assess the message
Monitoring tools
Monitoring Tools
CoTweet for engagement
Salesforce for Twitter
Turn a tweet into a lead or case
Radian6 for tracking & reporting
Social Marketing
Vision for Social Media at Salesforce
Harness the energy of salesforce.com’s evangelists by facilitating a conversation between the brand, customers,
and their networks.
Deliver a clear and concise message
Over 800 Videos In Our Library
Where is Video Being Consumed?
39% 46% 14%
Managing Video – Salesforce for YouTube
This equates to…
a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks
Assumptions
6,000 video views a day = 35 hyper-efficient reps
Promote your properties
Brand your properties
Engage where they are
Create reports for upper management