cloudforce sydney 2012 - the social enterprise as your competitive advantage

The Social Enterprise

As Your Competitive Advantage

in/cmora

Carlos Mora

Social Platform, Salesforce.com

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The competition is everywhere

Outdoor media

Deals Facebook

Twitter

Printed Media

Tradeshows

Television

Radio

Joe Prospect

Referral networks

Blogs

And traditional CI practices feel a lot like this:

A day in the life: Meet Nate

Nate is looking for 3 things - fast:

1.Best competitive positioning

2.Feature comparison

3.Pricing intel

Nate emails his colleagues for competitive intel

X - Strike 1!

Nate checks his intranet for competitive intel

XX - Strike 2!

Nate calls his peers for competitive intel

XXX - Strike 3!

“Phone tag –

you’re it.”

“Please leave me a

message and I’ll call you

back.”

“I think an old client of mine used to

work with them a few years back... want

to call them?”

Is Nate going to win this deal?

Traditional CI isn’t cutting it

anymore. This is no bueno.

Competitor Hub

Competitive

Social Enterprise

Groups

Listen &

Analyze

Industry

Influencers

Conferences

& Events

Competitive Presence

Deal

Support

Requests

Files

Employee Network

Gamification Competitive

Analytics

The Social Enterprise helps us crush our competition.

Align with Sales

3 steps to build a Competitive Social Enterprise

Track

Competitive

Presence

Empower an

Employee

Network

Build a

Competitive

Hub

Competitor Hub

Competitive

Social Enterprise

Groups

Step 1: Create a Competitive Hub

Enhance focus and depth with Chatter Groups

“Groups let you organize intel, files, tips and tricks

by competitor - we don’t use “Intranets” any more”

Extract your company’s “tribal knowledge”

“Our Groups capture

insights from anyone,

providing a place for

tribal knowledge to be

captured and shared.”

Share wins so everyone benefits

“Highlight wins vs.

competitors so every

sales person can turn

a recent win into a

competitive weapon”

Consistent Group design is key for high adoption

1

2

3

Harness the Wisdom of the Crowd

1

2

f

1. Use #hashtags to

create searchable

posts.

2. @mentions to bring

in others as needed.

Competitive

Social Enterprise Deal

Support

Requests

Files

Employee Network

Gamification

Step 2: Build the Competitive Employee Network

Align with Sales

Competitive

Social Enterprise

Align with Sales

Employee Network

Make sure you are aligned with sales

Embed CI in the sales process

What stage(s) does

CI make sense?

Utilize workflows

Tip: The earlier the better

Identify your competitive new hires early

Track the competition in the Opportunity record

1. Identify competitive presence

2. Identify the level of threat

3. Link to competitive resources

1

2

3

Competitive

Social Enterprise Deal

Support

Requests

Employee Network

Provide 1:1 support in your deals

DSRs create a means for asking for more help

Log in the

Opportunity Record

Automated email

notification

Win-Win for Sales

and CI

Chatter allows us to collaborate in context

Competitive

Social Enterprise

Files

Employee Network

Use Files for internal and external competitive assets

Deliver competitive tools in real time

“With Chatter, we deliver the

latest intel to our users,

accessible from any device (web, desktop or mobile)”

Files ensures everyone has the latest and greatest

1

2 3

Competitive

Social Enterprise

Employee Network

Gamification

Give credit where credit is due

Recognize those who consistently win

Competitive

Social Enterprise Listen &

Analyze

Industry

Influencers

Conferences

& Events

Competitive Presence

Competitive

Analytics

Step 3: Monitor Competitive Activity

Competitive

Social Enterprise

Competitive Presence

Competitive

Analytics

Quantify your competition

Use Analytics to align with Executive Management

Win rates Trending Pipeline 3rd Party

Analysis

Competitive

Social Enterprise

Industry

Influencers

Competitive Presence

Follow those in the know

Stay on top of the latest and greatest

Competitive

Social Enterprise Listen &

Analyze

Competitive Presence

Step 3: Monitor competitive activity

Listen: people are talking about your competitors

Radian 6 allows us to listen to what the social graph is saying –

about us, and about our primary competitors. It is the “killer app”

for competitive intelligence.

Radian6 for sentiment, volume and influencers

Identify your key competitive influencers

Competitive

Social Enterprise

Conferences

& Events

Competitive Presence

Go where they go

Attend competitive events

So, how do you know

when you’ve got it right?

Just another day at the office…

And then Oracle makes a foolish mistake

Nobody capitalizes on PR like salesforce.com.

The Employee Network comes to life!

Own the conversation and you can hijack a conference

Fact: Our event is better than theirs.

Source: Radian6

70.5%

29.5%

Positive Negative

85.0%

15.0%

Positive Negative

Competitor Hub

Competitive

Social Enterprise

Groups

Listen &

Analyze

Industry

Influencers

Conferences

& Events

Competitive Presence

Deal

Support

Requests

Files

Employee Network

Gamification Competitive

Analytics

Make the Social Enterprise your competitive edge!

Align with Sales

Thank you!

Don’t Forget to Submit Your Survey!

Stop by the registration kiosks to complete your session

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Thank you!

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