Prezo for the HR Atlantic Conference.

1. Social Media
Revolution
Prepared by
Cory Hartlen
Product Marketing Manager
Twitter: @CoryHartlen
Linkedin: /in/Coryhartlen

2. Introduction

3. Safe Harbor
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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.
@CoryHartlen

4. Questions – a Quiz
• How many of you just CANNOT keep up with this social
media technology?
• How many of you have a smart phones?
• How many of you have two smart phones?
• How many of you have children?
• Of those with children, how many have smart phones?

5. Your Customers Share More than Ever Before
Having a
Great problem
with…
article
on…
Love the Looking
new… Cool
for recs...
video
…
Hiring
Prod uct a
review… CTO…
The Social Media Revolution

6. Not a Technology, but a Revolution
• It is about relationships
• One in five couples met on line
• One in five couples who divorce blame Facebook

7. It’s about Sharing
• 30 billion pieces of content is shared on
Facebook each month
• Youtube generates 92 billion page views per
month
• People upload 3,000 Flickr photos every minute
• There are on average more than 190 million
Tweets per day
• People spend 700 billion minutes per month on
Facebook

8. It’s about Trust
• Did you know that more than 90% of people trust peer
reviews?
• Did you know that only 14% of us believe advertising?
• Did you know there is an annual Trust Barometer?
• Did you know what the #1 thing is that keeps Boards of
Directors up at night?
• Did you know that the Dow Jones now has a Reputation
Index?

9. | THE SOCIAL DIVIDE:
Your customers,
How do you
employees, suppliers, fans
seize the
and detractors are social.
opportunity?
This is your community!

10. JUNE
2006
Asleep at the wheel: Comcast technician becomes poster child for poor customer service.
1.3 million view the video.
Social Relevance : Comcast humiliation caused a change in priorities. Soon becomes
industry leader in Twitter customer service help.

11. JULY
2009
United Airlines handles hundreds of lost and damaged baggage complaints each
year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar.
Social Relevance : United had 9 months to placate Carroll before he penned his protest
song. Instead they were confronted with a backlash millions empathized with.

12. That’s Created a Fundamental Shift in
Marketing
Traditional Marketing Social Marketing
Interruption marketing Invitation marketing
Company controls brand perception Community shapes brand perception
Trust company messages Trust friend recommendations
Eyeballs and ears Hearts and minds
Centralized presence (www) Distributed presence
Buy a list of names to email Social listening & engagement

13. | THE FIVE C’S OF SOCIAL MARKETING
Content is KING

14. | THE FIVE C’S OF SOCIAL MARKETING
Community

15. | THE FIVE C’S OF SOCIAL MARKETING
Conversation

16. | THE FIVE C’S OF SOCIAL MARKETING
Collaboration

17. | THE FIVE C’S OF SOCIAL MARKETING
Connections

18. | THE SEVEN OUTCOMES OF SOCIAL
MARKETING
• Enhance Branding or
Increase awareness
• Protect Brand Reputation
• Facilitating PR
• Building Communities
• Improving Customer Service
• Driving R&D
• Increasing Sales
-Jason Falls, Nobullshitsocialmedia.com

19. So, what does this have to
do with you?

20. EVERYTHING

21. New Positions Are Being
Created

22. | AVOID THE SILOS
Blogs Forums Facebook Twitter YouTube
Marketing PR HR Sales Cust. Serv.

23. | SOCIAL MEDIA COUNCIL, CHAMPIONS
FROM EACH DEPARTMENT
Blogs Forums Facebook Twitter YouTube
Marketing PR HR Sales Cust. Serv.

24. | ADVANCED COMMUNITY MODEL
Blogs Forums Facebook Twitter YouTube
Community Team
Marketing PR HR Sales Cust. Serv.

25. How Companies Are Approaching Social Media

27. | IT ALL STARTS WITH LISTENING
Compliments
Ideas Crisis
Influencers
Complaints Campaign
Needs
Competition

28. It’s about Relationships
• How many of you are thinking about the baby boomer
retirement issues?
• 50% of population is < 30 - how are you recruiting?
• Are you using Linkedin? Do you know how?
• Does your company ban social media use for employees?
• 56% of respondents said they would not accept a job where social media is
banned
• How are you communicating with existing employees?
• How are you communicating with recruits?
• Do you allow social media use in your workplace?

29. It’s about Trust
• Do you think that banning social media really works?
• Edelman’s Trust Barometer
• BlessingWhite

30. It’s about people
• It is about building community
• It is about building a network of your workers – inclusion
• It is about knowing your audience

32. Social is Disrupting the Entire
Enterprise
Executives
Sales
Marketing
R&D
Service
Recruiting

33. UPS – Recruitment
Converting more fans
and followers to
employees (Facebook,
Twitter and Text
Messaging)
@CoryHartlen

34. FedEx - Crisis Communications
1. Responded Quickly
2. Fixed Problem
3. Spoke in human voice
4. They used the right medium
@CoryHartlen

35. Social Media Use Cases – Customer
Service
Southwest Airlines are in the
Customer Service Business not the
airline business
In addition to Tweeting news, they
provide updates through Rapper
Flight Attendants.
Channels Used: Twitter, Facebook,
Blog – Nuts About Southwest,
YouTube

36. Social Media Use Cases – Recruiting
Ernst and Young
85,000 likes
Sharing 3rd party articles,
Job listings and ebooks
Promoting employee
Achievements
Responding to recruiting
questions
Drive traffic to careers page

37. Social Media Use Cases – R&D
Dell (Ideastorm)
It stared with a post…
“Dell lies. Dell sucks”
>17,000 ideas
>736,572 votes
Channels Used: Twitter,
Facebook, Blogs, YouTube

40. QUESTIONS?
Presented by
@CoryHartlen
Product Marketing Manager
Salesforce Radian6
Cory.Hartlen@radian6.com

41. Resources

42. Links
Ebooks: http://www.radian6.com/blog/media_types/e-books/
Videos and Presentations:
http://www.radian6.com/blog/media_types/videos-presentations/
Case Studies and White Papers:
http://www.radian6.com/blog/media_types/case-studies-white-papers/