Everybody’s Talking! Are You Listening?

How Social Media Technology Brings Online Conversations to You

© 2011 Radian6

The following slideshow was presented by Radian6’s Social Strategist

Jeffrey Cohen at

Murmuration 2012

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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 litigation, 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 April 30, 2011. 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.

Social Strategist @JeffreyLCohen

The B2B Social Media Book amzn.to/b2bsm2

#radian6

http://www.flickr.com/photos/faceme/2677735132/

http://www.flickr.com/photos/free-stock/4816852493/

The Great Divide

250 million tweets/day

Volume of Conversations

1.5 billion posts/day

Volume of Conversations

Billions of blogs,

comments, communities

Volume of Conversations

@JeffreyLCohen

Monitoring the volume of social mentions requires people or technology.

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Three Phases of Monitoring

• Listening • Measuring • Engaging

Brand and Product Mentions

Listening

Discover Signal from Noise

Listening

Monitor Competitors and Industry

Listening

Finding Influencers

Listening

Set a Goal

Measuring

Connect with Business Goals

Measuring

Measure what you can Move

Measuring

Respond to Questions

Engaging

Share Valuable Content

Engaging

Track Activities

Engaging

@JeffreyLCohen

Successful monitoring requires actionable goals that can be measured.

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Advice and Recommendations

Building Healthier Online Communities

Discover Content and Recommenders

Building Healthier Online Communities

Answer Questions and Publish Content

Building Healthier Online Communities

Solve Customer Problems

Building Healthier Online Communities

@JeffreyLCohen

Listen to customers like @GNCLiveWell so you can answer their questions.

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“Refresh Everything” Campaign

Integrating Feedback into Marketing

Monitored thousands

of conversations

overnight

Integrating Feedback into Marketing

Immediate feedback

Integrating Feedback into Marketing

Changed ad spend for

follow-up campaign

Integrating Feedback into Marketing

@JeffreyLCohen

Collect real time feedback like @Pepsi to make smarter marketing decisions.

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Inner Circle of

Power Users, Fans and

Advocates

Discover and Build a User Community

Over 25,000 Members

Discover and Build a User Community

Product Suggestions

and Comments

Discover and Build a User Community

Product Roadmap,

Prioritize Features and

Catch problem

Discover and Build a User Community

Advocates Share and

Spread Content

Discover and Build a User Community

Recruit New Members,

Find New Communities

Discover and Build a User Community

@JeffreyLCohen

Build an Inner Circle community like @IntuitInc for product reactions.

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Listening to Engineers,

Business Owners and

for Industrial Topics

Making B2B Social Media Work

Focus on Blogs and

Forums

Making B2B Social Media Work

Content Marketing,

Product and Service

Concerns and

Competitive Intelligence

Making B2B Social Media Work

Distributed to Product

Marketing and Dealer

Relations

Making B2B Social Media Work

Discover New Leads

and Retain Customers

Making B2B Social Media Work

@JeffreyLCohen

Listen across the B2B distribution channels like @CaterpillarInc.

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Monitors over 25,000 Daily Conversations

Social Media Command Center

11 Languages

Social Media Command Center

Twitter Reach is Greater

than Top 12 US Newspapers

Social Media Command Center

Find Every

Conversation and

Respond for Service, Sales and Community

Social Media Command Center

Route Relevant, Timely

Customer Feedback to Anyone in Company

Social Media Command Center

“It is also about getting

that information to the

right people wherever

they are in the Dell

organization, globally and functionally.”

Social Media Command Center

Manesh Mehta VP Social Media and Community

@JeffreyLCohen

The @Dell Command Center achieved 46% more customer reach with the same employees.

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Real Time Feedback to

Inform Marketing,

Product and Communications

Engage Athletes, Fans and Customers

Turn a Leading Sports

Brand into a Leading Participatory Brand

Engage Athletes, Fans and Customers

Realized Increases in

Site Traffic, Engagement and Sales

Engage Athletes, Fans and Customers

“Every single person in

marketing is seeing the

insights brought to life in

real time. It reminds

them how important it is

to know the heartbeat of the consumer.”

Engage Athletes, Fans and Customers

Bonin Bough Global Director of Digital and Social Media

@JeffreyLCohen

You don’t need a fancy room to do amazing social customer service.

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Thank You

Jeffrey L. Cohen Social Strategist Jeff.Cohen@radian6.com

amzn.to/b2bsm2 Road (previous slide): http://www.flickr.com/photos/sambou/2611998145/

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© 2011 Radian6