dreamforce 2012 -- 10 social media tips for small business
DESCRIPTION
There is a lot of talk about using social media for business but does the investment really make sense for small business or is it just a distraction? Take away 10 tips on how we believe social can help your business in this must attend session. Speakers: Marcus Nelson, Addvocate Andrew Hogg, salesforce.comTRANSCRIPT
![Page 1: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/1.jpg)
Top 10 Tips on How to Use Social
Media to Grow Your Small Business
Andrew Hogg, Salesforce.com, Marketing Operations, Senior Analyst
Marcus Nelson, Addvocate.co, CEO & Founder
![Page 2: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/2.jpg)
Andrew Hogg
Marketing Operations, Senior Analyst
Linked-in: linkedin.com/in/AndrewHogg
![Page 3: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/3.jpg)
Marcus Nelson
Founder, CEO
@marcusnelson
![Page 4: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/4.jpg)
All About Addvocate.co
We're building the first employee management service for
social media.
Find timely and relevant content for coworkers
Route suggestions to teams, departments, or individuals
Measure which users are truly making an impact
We're aggregating & connecting employee personal social
channels to extend the reach and impact of company
messages.
![Page 5: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/5.jpg)
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
product or service availability, 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, new products and services, 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, the outcome of intellectual property and other l itigation, 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-Q for the most recent fiscal quarter ended July 31, 2012. This
documents and others containing important disclosures 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 presentations, 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.
![Page 6: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/6.jpg)
Why
Social?
Why
Now?
![Page 7: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/7.jpg)
![Page 8: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/8.jpg)
![Page 9: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/9.jpg)
• Control the conversation
• Are more informed than ever
• Want to be understood, not sold to
Social Customers…
![Page 10: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/10.jpg)
Social Media Tips:
Best Practices…
![Page 11: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/11.jpg)
#1 Own Your Social Brand Presence
Jeremiah Owyang @jowyang
Reserve your name on popular social sites. You never know when you might want to use those accounts & prevent squatting. #10SMBTips #df12
![Page 12: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/12.jpg)
Tools: Namechk or Knowem
![Page 13: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/13.jpg)
#2 Have An Email & SEO Strategy First
Jason Keath @jasonkeath
Have email strategy 1st, SEO 2nd. Social 3rd. Focus on one platform at a time, either a blog or Facebook. Direct all your energy there. #10SMBTips #df12
![Page 14: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/14.jpg)
Example: Pick A Destination, In This Case A Blog Infographics
Photos
Presentations
Videos
eBooks
blogs.salesforce.com
![Page 15: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/15.jpg)
Marcus Nelson @marcusnelson
If #Content is King,#Marketing is Queen,and your Blog is the Castle. #10SMBTips #df12
Content is King
![Page 16: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/16.jpg)
#3 Convert Social to Email
Clara Shih @clarashih
You don't ‘own’ social channels. Get fans into a system that you do, like email. Still best way to connect when you want to. #10SMBTips #df12
![Page 17: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/17.jpg)
Example: Slideshare Lead Capture Form
![Page 18: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/18.jpg)
#4 Make Your Corporate Site Social
Tyler Willis @tylerwillis
Add social sharing to your website & emails, such as sharing buttons, tweet widgets, facebook ‘like’ box, etc. #10SMBTips #df12
![Page 19: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/19.jpg)
Example: Share Buttons & Follow Links Subscribing
Sharing
Embedding
YouTube
Slideshare
Blog Feed
Twitter Feed
Facebook Widget
salesforce.com/socialmedia salesforce.com
![Page 20: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/20.jpg)
#5 Become A Curator Of Content
Carri Bugbee @CarriBugbee
Don't have time/resources to create sharable content? Set up systems to curate; RSS, newsletters, & lists on Twitter/FB #10SMBTips #df12
![Page 21: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/21.jpg)
Be Interesting, not sales-y
Remember 80/20 Rule:
80% about tips, tricks, and
helpful or entertaining info
Reserve 20% to talk about
your product or service.
![Page 22: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/22.jpg)
#6 Don’t Advertise, Editorialize
Jesse Thomas @JesseThomas
When creating or curating content, think like an editor, not an advertiser. Include visuals whenever possible. #10SMBTips #df12
![Page 23: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/23.jpg)
eBooks & iBooks
![Page 24: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/24.jpg)
Infographics
![Page 25: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/25.jpg)
Photos - Facebook, Flickr, & Pinterest
![Page 26: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/26.jpg)
#7 Engage Your Biggest Fans
Esteban Contreras @socialnerdia
Engage w/ advocates & influencers often — look for ways to reward them or give them props. Start with your most avid customers. #10SMBTips #df12
![Page 27: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/27.jpg)
#8 Enable Your Employees To Engage
Jay Baer @jaybaer
Don't be afraid to empower employees, but you MUST give them guidelines and training first. #10SMBTips #df12
![Page 28: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/28.jpg)
Employees distribute & share new content
![Page 29: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/29.jpg)
#9 Automate & Personalize the Response
Jason Miller @JasonMillerCA
Use tools to schedule posts when you can't be online and then check in frequently via your mobile device to moderate comments. #10SMBTips #df12
![Page 30: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/30.jpg)
Examples: Buffer App, Yahoo Pipes, Dlvr.it
![Page 31: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/31.jpg)
#10 Feature Your Customers & Content
ANDREW SAUNDERS @atSaunders
Develop a simple content strategy featuring your consumers to build stronger relationships and increase Word Of Mouth. #10SMBTips #df12
![Page 32: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/32.jpg)
Example: Eloqua Social Media Pro Book
![Page 33: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/33.jpg)
Bonus #1: Make Reviewing Your Brand Easy
Leslie Bradshaw @LeslieBradshaw
Get reviews. Make it easy online AND offline. Set up iPad at check-out. Put QR code on receipts direct customers to Yelp. #10SMBTips #df12
![Page 34: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/34.jpg)
Bonus #2: Listen To Your Customers
Ekaterina Walter @Ekaterina
If you're in B2B, pull social information into your CRM system and look for new, non-creepy ways to engage with customers. #10SMBTips #df12
![Page 35: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/35.jpg)
In Summary:
1. Own Your Social Brand Presence
2. Have An Email & SEO Strategy First
3. Convert Social to Email
4. Make Your Corporate Site Social
5. Become A Curator Of Content
6. Don’t Advertise, Editorialize
7. Engage Your Biggest Fans
8. Enable Your Employees To Engage
9. Automate & Personalize the Response
10. Feature Your Customers & Content
![Page 36: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/36.jpg)
Social Media Tips:
Salesforce is Social…
![Page 37: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/37.jpg)
May I suggest…
May I suggest…
I was hoping to find…
May I suggest…
Social Listening
Content Curation
Social Engagement
![Page 38: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/38.jpg)
Social Listening
Social CRM:
Leads, Contacts, Accounts
Displayed within records
Connection based on User’s
relationship with Contact, and
social profile security
![Page 39: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/39.jpg)
Content Curation
Social Content:
Store, collaborate, share within
Salesforce
Supports versioning
Share multiple files within a
Content Pack
Share with customers via
Content Deliveries (incl. content
expiry, password protection)
![Page 40: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/40.jpg)
Social Engagement – Email Templates
Reusable Templates:
Controls your brand messaging
Allows for Share to Social buttons
(within HTML)
Can be emailed to hundreds of
Contacts at once (Mass Email)
Historical send tracking
![Page 41: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/41.jpg)
Social Engagement – Social Support
Desk.com
Add-on via AppExchange
Connect with customers via social,
along with phone, email, web, and
chat
Respond to customers via mobile
access
Setup in minutes
Free to try, flexible / low cost license
structure
![Page 42: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/42.jpg)
Social Engagement – Customer Collaboration
Chatter Customer Group
Connect & collaborate with your
Customers
Private, firewalled
Can be used to further engagement
with existing prospects & customers
Potentially used to engage with
social advocates
![Page 43: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/43.jpg)
![Page 44: Dreamforce 2012 -- 10 social media tips for small business](https://reader033.vdocuments.net/reader033/viewer/2022051819/54c61f0f4a7959081e8b463f/html5/thumbnails/44.jpg)