social media for b2b - how salesforce.com does social #et10

Social Media for B2BHow Salesforce.com does Social

Safe HarborSafe 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 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, 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, 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-K for the most recent fiscal year ended January 31, 2010. This document and others 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 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.

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



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



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



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

@[email protected]

social media for b2b - how salesforce.com does social #et10

Technology