Here\'s how Salesforce does Social Media, including strategy, staffing, training & measuring our company\'s social engagement. Presentation made at ExactTarget\'s Connections 2010 Conferenceon September 15, 2010.

1. Social Media for B2B How Salesforce.com does Social

4. Where to begin…

8. Know the risks involved There is no undo

9. Create an organizational model © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final Coordinated Centralized Organic Multiple Hub & Spokes Holistic

11. Social CRM

12. What is “Social CRM?” – Paul Greenberg “ Godfather of CRM”

13. 18 Social CRM Use Cases http://www.altimetergroup.com/2010/03/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management.html © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final Jeremiah Owyang Web Strategist Altimeter Group

15. Twitter audit

17. What are users saying? Heros Sales Support

18. Have systems © 2010 Altimeter Group http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final 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? Dedicated Complainer? Comedian Want-to-Be? Negative Positive 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

19. Monitoring tools

20. Monitoring Tools

21. CoTweet for engagement

22. Salesforce for Twitter

23. Turn a tweet into a lead or case

24. Radian6 for tracking & reporting

25. Social Marketing

27. Deliver a clear and concise message

28. Over 800 Videos In Our Library

29. Where is Video Being Consumed? 39% 46% 14%

30. Managing Video – Salesforce for YouTube

31. This equates to… a) average video view is 2 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks Assumptions 6,000 video views a day = 35 hyper-efficient reps

32. Promote your properties

33. Brand your properties

34. Engage where they are

35. Create reports for upper management

36. @marcusnelson [email_address]