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1. The Social-Powered Enterprise
How social media is transforming
your most important disciplines.
A Salesforce.com overview for growing businesses

2. Welcome to the brave
new (social) world
Note to CEOs: your lurking suspicions are true.
Your customers and employees, your prospects and
partners are all talking about you behind your back.
They’re doing it on Facebook, Twitter and The social media revolution has This eBook is for CEOs and business
YouTube. They’re blogging, commenting, amplified the voice of every customer strategists ready to do the latter – to
reviewing and joining user communities. and empowered us all to take greater harness the power of social media and
And as they do so, they’re determining control of our relationships with the put it to work throughout the company.
the value of your brand and your business. companies and brands we choose to It’s based on our experience helping
do business with. tens of thousands of companies of all
Now, as a business leader, it’s your turn sizes put the power of social media to
to choose. You can ignore this global work across their businesses.
groundswell, dismissing it as hype, or If you’re still convinced that Twitter is
you can decide to understand it, rise to just for celebrity-watching and Facebook
the challenges and seize the opportunities. for teenage gossip, we hope you’ll
keep reading.

3. Not just another channel
Social media is much more than just a new medium for broadcast-style
messages to an amorphous marketplace.
It’s a rich, many-to-many platform that What do we mean by ‘social media’? Social Revolution: Social Networking Surpasses Email
gives all of your stakeholders a voice Social media includes any online environment in Comscore, June 2011
which users can create and share content, including: 1.1 Billion
every other stakeholder can hear. Social Users
It’s also a new medium that opens the
door to instant dialogue between your Public social media services – such as Facebook,
people and your customers, prospects, LinkedIn, Google+ and online forums
Social
partners and market influencers. Blogging and micro-blogging – including Twitter, Users
personal and industry blogs
And it’s not just popular, Social bookmarking – like Digg, Stumble Upon Email
it’s a juggernaut… and Delicious
Users
Content sharing sites – like YouTube, Vimeo,
Flickr and Slideshare
Social commerce – including ratings & reviews
sites and services
2007 2008 2009 2010 2011
Social enterprise apps – such as Salesforce
Chatter, wikis or social CRM
They’re all user-driven; they’re all multiplied by
‘network effects’; and they’re all places where
your business is being shaped today.

4. Data storm:
this is big
56% LinkedIn has
of US consumers feel
a stronger connection
to and better served
by brands that engage
120M
members.
LinkedIn
with them online.
78%
Cone Inc.
of business are actively
1.5bn
Facebook posts a day.
using social media. Facebook
Corporate Social Media Report,
Digital Brand Expressions, June 2010
44%
of UK internet users aged
16 and over have their own
social networking page or site.
200M
Tweets a day.
Twitter
Office for National Statistics, November 2010
Social networks
Nearly account for
23%
of UK internet time Nearly 11.6%
250M
– one in every of all UK internet visits
4.5 minutes – in September 2010.
was spent on social Hitwise, October 2010
networks and blogs people use Facebook
in 2009. on a daily basis.
UKOM / Nielsen, May 2010 Econsultancy, July 2010

5. An opportunity or a threat?
It’s both.
Social media is a threat Social media is an opportunity In short, mastering the art of social Time-wasting?
media is far from a soft skill. It’s a Embracing social media can turn a potential
• If you ignore it and allow your • If you engage in the conversations problem – employees spending hours in
powerful way to increase revenue,
competitors and new market around your brand – positively Facebook for personal reasons – into a plus.
loyalty and lifetime customer value Empower employees to engage with your
entrants to steal the advantage. and constructively.
while driving down the cost of sales, stakeholders in social channels and that time
• If you allow vocal detractors to • If you encourage your most loyal marketing, customer service and will be re-invested in the business.
drive the social conversations customers to actively promote you collaboration. To younger employees, this is second nature
around your business. – and reward them for it. – they’re ‘social natives’, so they’re more likely
To us, that seems worth to interact positively in the channels they’re
• If your sales teams are going into • If your sales teams start every new taking seriously. most comfortable with.
new business ‘blind’ and your conversation knowing all about
marketers fail to engage with each new prospect.
prospects in their chosen forums. • If your support people respond
• If your support teams know less instantly to customer complaints
about your own customers’ issues on social forums, turning angry
Taking social seriously
than your competitors do. customers into fans. A recent Cone Business study compared
• If your dispersed project teams • If your knowledge workers make informal, ad hoc social media companies with
strategic social media businesses. The strategic
are stuck using static, one-way better decisions, faster, because users were twice as likely to expect revenues
communications. they’re collaborating more efficiently to increase in 2011 (43% vs 22%). And 63% of
and intelligently. the strategic users reported generating new
business leads from social vs 36% of informal
• If you can spot trends early and user companies.
act on them more quickly than
Radian6: Strategically Social report
your competitors

6. The front line
The three areas where social will make
the most impact in your business today. Only for the big boys?
Some of the world’s most successful brands have
made huge strides in their social media practices.
But that doesn’t mean the social playing field will
be dominated by the largest companies.
In fact, quite the opposite is true. Social media gives
nimble, smaller businesses the exact same tools
as the big brands.
You might not be able to fund a central social
media command centre, but if you’re smart about
it, you can use social media to run circles around
There are few areas of your business that wouldn’t benefit from an injection your largest competitors.
of social media engagement. In this eBook, we’ll touch on what we consider
to be the top three:
Sales Marketing Customer Service
Where social media opens up Where social is changing the Where social is revolutionising
new sources of intelligence as very idea of the brand and your ability to respond to
well as new ways to initiate creating new ways to engage customer issues (and let other
and deepen relationships with potential customers customers help out)
Clearly, social media can play just as profound a role in your human resources,
product development, partner relations, field service and cross-discipline project
teams. But if your business is just starting to explore the potential of social media,
the Big Three are a great place to find the juiciest, lowest-hanging fruit.

7. Social-Powered
Sales
Social-Powered
Sales
Kieran Woods, one of your best salespeople, just noticed
an interesting post on an online industry forum: a cry of
Marketing
Social-Powered
frustration about a competitor’s product.
In seconds, Kieran had looked up the angry customer’s profile
on LinkedIn. He noticed that he and the customer went to the
same university and had a friend in common. He followed a
trail to the customer’s Twitter feed where he learned about
specific issues on a recent project. And he discovered a blog
post where the customer exposed his wish list for a new kind
of service.
Customer Service
Social-Powered
By the time Kieran picked up the phone, he was armed with
everything he needed to start a great conversation and win
a new contract.

8. The social-powered
Sales
Social-Powered
sales team
Listening pays dividends Social-powered sales includes
Sales intelligence increases
Marketing
Social-Powered
Customers everywhere have the same Today’s most effective sales teams
complaints about the way they’re sold to: are using social media to: win rates by 17%.
not enough salespeople take the time • Discover opportunities CSO Insights
to really understand their needs before
launching into their standard pitches. • Research prospects & companies
Before social media, the research • Reach out to new prospects
process was limited to asking around • Collaborate internally
the office and doing a website trawl. No to direct pitches
wonder pitches tended to be generic.
• Detect warning signs
Today, social-powered sales research in existing accounts
generates an enormous amount of
insight into each opportunity – even • Spot competitive moves early
before a prospect has been engaged. • Target pitches to specific
decision-makers
Customer Service
Social-Powered
Why? Because more and more of your
prospects are participating in forums • Make deeper, more personal
and groups; or blogging, tweeting and connections earlier
posting to Facebook. They’re sharing an
enormous amount of information about
themselves, their challenges and their
preferences. And any sales team that
isn’t harvesting this insight is at a
serious disadvantage against any
sales team that is.

9. The benefits of
Sales
Social-Powered
social-powered selling
Social media helps sales people offer Action Points Quick Case
the right solution at the right time to the IBM listens for leads
Marketing
Social-Powered
Find your social forums – Empower your In 2009, IBM asked employees to spot social
right people while continually deepening sales teams to find out where your conversations around topics like server replacement
relationships. That pays off in measurable prospects spend time – forums, blogs, and storage system purchasing. The program,
ways, including: social sites & groups, etc called ‘Listening for Leads’ brought in millions of
dollars in new business.
Greater reach Tune in – Listen to the conversations.
seeing more opportunities Set up Google alerts, join groups and
Higher productivity forums, use LinkedIn, follow Twitter
focusing on hot prospects conversations
Better close rates Socialise your CRM – Integrate social
with more targeted pitches profiles and activities into your customer
relationship management system
Deeper relationships
– including most recent tweets, posts
through better listening
& forum comments
Better return on knowledge
Customer Service
Social-Powered
Social-power your collaboration – focus
through intelligent collaboration
your company knowledge and experts
around each open opportunity using
internal social networks
Track social-driven sales – measure the
return on your social investment
“Social media quickly establishes
the credibility and trust you need
to build meaningful relationships.”
Christina Weil, Sales Exec, global tech company

10. Social-Powered
Sales
Social-Powered
Marketing
Tim Kessler left his job at Gigantor to start up a new company.
His idea for a new smartphone app was fantastic, but his
Marketing
Social-Powered
marketing budget was… non-existent.
So Tim focused on social media marketing. Within six months,
his blog and Facebook page were buzzing with engaged
users and his Twitter followers hit 9,000. All from less than
10 hours a week of his own time plus one part-time hire.
As the company grew, the social media mindset remained
at the heart of the brand. They didn’t just have users, they
had fans. It showed in their 5-star ratings & reviews, in their
Customer Service
Social-Powered
web traffic and in their social engagement metrics.
Today, Tim’s company has a five-strong social media
team – and it still hasn’t spent a single penny on
traditional advertising.

11. Social marketing:
Sales
Social-Powered
a new kind of brand Quick Case
A family wine juggernaut
Gary Vaynerchuk grew his family business –
a New Jersey based liquor store – from $4m to
$50m in sales using social media promotion alone.
Marketing by engagement Social-powered marketing includes:
Marketing
Social-Powered
No discipline has felt the impact of the Social media marketing is a broad, In all these places, brands are
social media revolution more than rich palette of tactics including: encouraging their target audiences
marketing. In a few, very fast years, to engage with them, offer feedback,
• Blogging and micro-blogging (Twitter)
social media has gone from an share their experiences with friends
experiment at the fringes of the • Facebook brand pages and and participate in communities, contests
marketing plan to the very heart of LinkedIn groups and social games. And all of this can be
marketing strategy. • Social sharing sites like YouTube streamlined behind the scenes with a
and Slideshare new generation of social collaboration
Yesterday’s brand was the sum of
tools that accelerate marketing
everything you said and did. Today’s • Social commerce around user processes and empower teams.
brand is the sum of everything people ratings & reviews
say about you. As ‘soft’ as this kind of marketing may
• Online communities like this one seem, it’s actually proving to deliver
The transition from broadcast-style
marketing to personal engagement • Online PR and reputation management measurable returns (just look at the rise
of social monitoring tools like Radian6).
and community-building has been a
Customer Service
Social-Powered
revelation for the brands that are leading
the way. Today, consumers and B2B
buyers alike expect you to be in the
forums and social sites where they
spend their time (but they don’t expect
you to carry your ‘hard sell’ marketing
practices into the new social domain).
90% of online consumers trust recommendations from
people they know; 70% trust unknown users, 27% trust
experts, 14% trust advertising, 8% trust celebrities.
Erik Qualman, Socialnomics

12. The benefits of
Quick Case
Rackspace gets involved
Sales
Social-Powered
In 2009, Rackspace, the IT hosting company,
social-powered
started to engage with IT managers on Spiceworks,
a leading IT community.
They started with low-key participation – answering
questions and posting technical papers – before
marketing experimenting with a 10% discount off its hosted
email service. The results were excellent, showing
a 2-month ROI. And a subsequent promotion
out-performed a nine-person sales team.
Social-powered marketing harnesses
the power of crowds to deliver tangible
Action Points “Conversations among the
members of your marketplace
Marketing
Social-Powered
Listen and monitor – Track the online
benefits, including: conversations around your brand,
Greater exposure your market and your competition happen whether you like it or
where your audiences spend their time Start dialogues – Don’t hide behind the not. Good marketing encourages
Increased engagement brand; come out and meet people the right sort of conversations.”
and deeper relationships with where they’re already gathering
customers Seth Godin
Identify influencers – And build bridges
Increased web traffic and conversions to keep them on side
and higher search rankings Share your stories – let people inside,
High-quality inbound leads through blog posts, tweets and social
that turn into revenue faster pages
More efficient marketing budgets Make it easy for people to share
with higher returns your content – and encourage them More than 60% of marketers
Customer Service
Social-Powered
Faster marketing campaigns
to do so agree that overall marketing
with better targeting Inject social commerce trust – by inviting costs decreased when social
ratings, reviews and comments media was used.
Social-power marketing teams – with Social Media Examiner,
social collaboration tools that share best April 2011
practice and encourage innovation

13. Social-Powered
Sales
Social-Powered
Customer Service
Ryan Flanagan was having a bad day. On a business trip to
New York, he left his wallet in his hotel room. The hotel’s social
Marketing
Social-Powered
monitoring tool spotted his exasperated tweet on Twitter,
opened a case and alerted the customer service team.
In less than ten minutes, the customer service agent tweeted
Ryan back offering to get his wallet to him at his next meeting.
Later that night, Ryan told the story on Facebook and it went
viral, receiving 340 ‘Likes’ and being re-posted 120 times.
A travel blogger picked up on story and gave it another
week’s life, touching 170,000 people.
Customer Service
Social-Powered

14. Customer service
Sales
Social-Powered
comes out from
the call centre
Social-powered satisfaction New metrics “Social media represents
a new dynamic in customer
Marketing
Social-Powered
Five years ago, the only way you heard Today’s most progressive customer
about customer problems was in a retail support operations combine traditional
outlet or in your call centre. Today, customer service metrics (like satisfaction experiences in which the
customers don’t automatically contact ratings, defection rates and first-time company, its products, services,
you any more. They’re more likely to turn
to the cloud with their problems – posting
resolutions) with social support metrics
(sentiment, conversation volumes, ‘likes’
reputation and the way it treats
on Facebook, tweeting or searching and retweets) and business metrics its customers become highly
self-service support sites. (revenues, costs). visible to millions of people.”
The brands that are winning hearts and The result is a new attitude to customer
Dr Natalie Petouhoff and Kathy Hermann,
minds in every market are the ones that support as a primary business driver
are learning to embrace all these social rather than a cost centre. Calculating the ROI of Social Customer Service
channels as part of their customer Social-powered customer service includes:
support efforts – and their support costs
are actually coming down. • Actively listening for support
Customer Service
Social-Powered
opportunities on social sites
For these social-powered brands,
social media provides: • Including social profiles on contact
centre screens
• An early warning system to spot
• Encouraging people to self-support
brewing problems “Social media has changed
• A way to respond to & resolve
customer issues
• Rewarding customers who actively
help others
customer service from being
• Letting people vote on the most helpful
a support function to being
• A way to increase positive sentiment,
satisfaction and referrals support content an extension of marketing.”
• Collaboration tools to connect agents ClickZ,
to expertise February 2011

15. The benefits of
Sales
Social-Powered
social-powered support
Happier customers Action Points Quick Case
who know you’re looking out for them Boingo responds
Marketing
Social-Powered
Engage with customers where they are “Boingo, the WiFi service provider, connects with
Lower support costs – and encourage them to use the right customers on Facebook, Twitter, Flickr and LinkedIn.
as calls are deflected to self-support or support channel for their issue On Twitter, representatives scan the web for
solved before they escalate to a call Encourage ‘one and done’ support
mentions of the brand and reach out to customers
with both positive and negative feedback. They’re
Increased agent productivity – with rapid response to tweets quick to find people reporting technical issues and
by connecting them with the and Facebook posts often offer to connect by e-mail.
right knowledge Automate social listening – with a Kind words about the brand will often see a retweet
or note of thanks in a sincere, non-corporate tone.
Increased first-time resolutions system that grabs social posts and Each of the three social media customer service
even before a case is created assigns them to an agent representatives have their name and headshot
on the @boingo profile page, adding to the
Enriched knowledge bases Maximise your knowledge assets transparency of their tweets.”
that customers help create – make it easy for customer-facing
Mashable Business
people to access your expertise
Social-enable your online support portal
Customer Service
Social-Powered
– rewarding users who help other users
40% of corporate
Twitter accounts Integrate all channels – so agents see
engage in some kind traditional and social channels together
in one view
of customer service. “All companies should focus on
Burson Marstellar on listening and monitoring first as
Social Media Today, this is the bedrock for deciding
June 2011 what then to do.”
Warren Buckley, Managing Director
BT Customer Service

16. Principles of the
Social-Powered Enterprise
That’s our whistle-stop tour of the
most important disciplines for the
social-powered enterprise. Now for
six simple principles:
Listen Engage Measure Integrate Collaborate Help
These are guiding principles that apply
as you harness the power of social
media cross your business. Let’s take
them one at a time…

17. Six Principles
Listen
Social-powering your business must start with listening.
Monitor the social media conversations How do you listen?
that are happening around your Make it somebody’s job – or spread it
business right now, including around a team. But make sure it’s clear
conversations around: who is monitoring what.
Your market – What are people saying Use monitoring tools – from the free
about the key issues in your industry?tools (like Google Alerts) to the
Your company – What are people saying enterprise-class suites like our own
about you? How are they responding to Radian6 (which is pretty amazing if we
your news and your messages? do say so ourselves).
Your brands – Get specific, monitoring Ask for regular reports – make sure your
conversations around your products, social trends are being communicated
services and brands. to the management team in simple
top-line reports (with drill-downs for
Your competitor – What’s the buzz
the most interested).
around your competition? Any early
warnings or opportunities to gain
an advantage?
“If you think you are in control, you’re fooling yourself.
As soon as you start listening, you realize you’re not in
control. And letting go will yield more and better results.”
Charlene Li, Author

18. Six Principles
Engage
Be wherever your audience is. The biggest crime in the
social enterprise is to ignore the people who care enough
about you to share their views with others.
But engagement has to be sensitive.
You can’t control the conversations,
How do you engage? “Engaging in an authentic, meaningful
so don’t even try. Social media’s short
Find your natural social engagers – It’s conversation with consumers will be the
often the younger people, who have
history is already studded with the burnt grown up with social media. But anyone key to marketing success and growth,
brands that tried to contain or control
a social media conversation. Bad idea.
who understands and enjoys social even if that means acknowledging negative
The first goal of engagement is to show
media in their private lives should be
good at representing your company,
feedback; transparency is paramount.”
people that you’re listening and that you too (with a little guidance). Ron Blake,
care about what you hear. You never Develop guidelines – You don’t have Rewards Network
need to be dragged into public debates to limit your engagement to a few
to do that. social media experts. But if you do let
all employees participate, issue carefully
developed guidelines based on an
engagement strategy.
“Communicating through social media will
Start with ‘thanks’ and ‘sorry’ – Reward
all social promoters with a thank-you. become part of everyone’s job description.”
And offer a sincere apology to people Tom Nixon,
who have had a bad experience. Nixon McInnes
It does wonders.
Back up words with actions – Saying
the right thing in social channels is a
start. Doing the right thing is the real
point. Make sure your social engagers
are empowered to do things and
right wrongs.

19. Six Principles
Measure
Social media brings with it a whole
new set of metrics for your business.
You don’t want to be swamped by these How do you measure? Check it out
strange new performance indicators but The Radian6 eBook “Social Media Listening,
Use monitoring tools – Again, you Measuring and Engagement Primer’ is an excellent
you can’t just apply traditional metrics to can’t really do this manually. Automate, place to start as you develop the most relevant
this new world and expect to get a good capture and report. metrics for your business.
read on your progress.
Link to outcomes – Track the effect of
Social media metrics will vary by your social activity to business outcomes
channel (Facebook has ‘Likes’, Twitter such as revenue, referrals, cost-per lead,
has ‘Followers’) but here’s a sample customer retention rates, cost savings
of some of the metrics you may want and issue resolution times. That’s where
to start tracking: real ROI comes from.
Activity and Engagement Metrics Don’t ignore the qualitative – Numbers
• Members and Active profiles are seductive but qualitative measures
• Posts – frequency and density can give you insights that raw data
• Comments and brand mentions may miss.
(including sentiment)
• Inbound Links
• Tags, Votes, Bookmarks…
Value Awareness and Influence
• Brand loyalty/Affinity “Quit counting fans, followers and blog subscribers
•
•
Media placements
Share of Conversation
like bottle caps. Think, instead, about what you’re
• Sentiment of posts hoping to achieve with and through the community
• Net promoter scores that actually cares about what you’re doing.”
• Interaction with content…
Amber Naslund,
Social Media Today

20. Six Principles
Integrate
Social media is too important to live in
its own silo at the edge of your business.
The most successful social-powered
businesses integrate social media into
How do you integrate? “If the Army can figure out how to
their core business processes and the
Re-engineer key processes – You can’t do secure social networking and
really harness the power of social and
technologies that support them. expect to leave every business process break down silos and encourage
If you use CRM, social-enable it. If you’re alone. Be ready to re-think processes informal problem solving within
marketing a piece of content, do it across (from recruitment to product management
all social communities. Integration to call centre).
a rigid hierarchy, surely your
means making social a part of everyday Use social-powered technology – business can.”
activities, not a separate discipline. Companies who use traditional, Mark Drapeau,
on-premise CRM software are struggling Cheeky Fresh blog
to go social. Cloud-based CRM is social-
native. Similarly, why have a collaboration
intranet if it doesn’t support social
engagement tools?
Build social metrics into the business – “Social media touches
We’ve talked about metrics but the
key here is to integrate your social
every facet of business
metrics and link them to your most- and is more an extension
used business metrics. That which of good business ethics.”
gets measured gets managed.
Erik Qualman,
Author of “Socialnomics”

21. Six Principles
Collaborate
Not all social media is prospect- or customer-facing.
It can also turbo-charge your internal collaboration, knitting
far-flung, multi-discipline project groups into tight teams.
Today’s social intranets or web-based How do you collaborate socially? Chatter pays
collaboration spaces are a far cry from Okay, this is a blatant plug but Salesforce Chatter
Add social power to your intranet is a perfect example of integrating social media
the static, first generation content sites – Let people create profiles, into the fabric of your business.
dumps. And people use them much, upload content, share ideas and It’s essentially a private social network for your
much more because of it. comment on everyone’s contributions. company (or any project team) and it makes it
really easy to collaborate across geographies,
Include your people’s expertise & disciplines and hierarchies. How does 27%
experience – Social collaboration fewer meetings and 30% fewer emails* sound?
makes it easy for people to identify *MarketTools survey of 6,000+ Salesforce customers
the experts in your organisation.
So you get the most from your
knowledge assets.
Encourage two-way content flows
– Collaboration can’t be top-down.
If everyone can’t contribute, it’s not
really collaboration.
Allow updates to trigger alerts
– Make sure your collaboration space
alerts participants by email, Twitter
or text messages so they know when
to come back.

22. Six Principles
Don’t just sell… help
It’s tempting to approach social media as you might approach
traditional channels: as opportunities to shove your agenda
on to a remote target audience. That doesn’t work.
Social media is more like a community How do you help?
gathering. It’s bad manners to march up Start with your community’s needs –
to someone you never met, shove your Think about how you can make their
business card in their hand and tell them lives easier, help them achieve their
about the new features in your latest goals or do their jobs better. That’s the
product release. spirit of social.
You might feel you’re getting your Always be transparent – Never let your
message across, but you’re actually people pretend to be someone their not;
alienating people. never let them hide their connection to
Yes, social media can be an effective your company; never try to disguise
sales and marketing channel, but it’s yourselves as happy customers. It will
most effective when you turn the tables backfire. And it should.
and and make it all about the other Do unto others… – If you want retweets,
person, not all about you. retweet other people’s tweets. If you “Social Networking that matters is helping
The best thing your company can do want blog comments, get out there and
in social media is to be helpful to your comment on other blogs. If you want people achieve their goals – doing it reliably
customers, prospects, stakeholders backlinks, link out to others. and repeatedly so that over time people
and influencers. have an interest in helping you achieve
So don’t use every social media
interaction as an opportunity to sell. Be
your goals.”
helpful to customers and prospects and Seth Godin
the good will comes back to you many
times over.

23. Return on Social Media
Companies who use social media report
some pretty important benefits:
Increasing effectiveness of marketing 63%
Increasing customer satisfaction 50%
Reducing marketing costs 45%
Reducing support costs 35%
Reducing time to market for products / services 26%
Increasing product / service innovation 24%
Increasing revenue 24%
McKinsey Global Institute,
December 2010

24. Conclusion: this is now
Social media is a both a buzzword and
bandwagon. But despite all the hype
surrounding it, there can be no mistake:
something big is happening and it’s already
affecting the way you do business.
In this short eBook, we hope we’ve helped you to identify
some of the most important places that social media can
make an impact on your own business – whether it’s
a start-up or a thriving market leader.
Social media is more than a channel or a set of online services. It’s a new
mindset that embraces the power of the customer instead of resisting it.
We think that’s a very big idea indeed and we’d love to help you put it to work.
“We need to stop interrupting what people are interested
in and be what people are interested in.”
Craig Davis, J Walter Thompson

25. How Salesforce Can Help You
Achieve Social Success
Salesforce.com is the secret ingredient The Customer Social Profile Employee Social Networks Customer and Product Social Networks
inside many of the world’s most In order to engage and better sell to Social networks have taught millions of In order to harness the potential of
successful social enterprises – including and service your customers with the users worldwide a fundamentally more social engagement, you first need to
everything from start-ups to major Sales Cloud and Service Cloud, you first efficient collaboration paradigm. With understand what is being said about
global brands. need to know who they are, what they profile pages, status updates, document your brand, products and services
Because all of Salesforce.com’s products like and what public social networks sharing, groups, the ability to follow before you can effectively join the
are engineered with social-media built they are active on. This full view of a business records and real-time instant conversation. Our Radian6 social media
in, they’re all ready to help you reach out customer’s social footprint, including messaging, Chatter drives greater monitoring and analysis platform allows
and engage with your stakeholders company and contact data from our transparency, visibility and cooperation you to listen to and engage more
wherever they are. Data.com solution provides improved between employees wherever they may effectively through public social
data quality and accuracy for leveraging be, and from mobile devices such as networks, blogs, forums, video and
Our vision of how companies can
customer relationships. iPhone, iPad, Android and Blackberry. content sharing sites. Additionally, the
effectively transform to embrace the
power of the force.com and Heroku
fast moving trends and new forms
platforms for building social and
of engagement is called the Social
mobile apps allows you to reach
Enterprise. It’s built on three key steps.
out to customers in new and exciting
ways, through their channel and
device of choice.
And it all happens in the Cloud, so there’s no software
or hardware to buy, deploy, manage and maintain.
At Salesforce, we’re a social-powered business ourselves
So we’re ready, willing and able to help you become one, too.
Talk to us

26. Did we mention There were nearly
this was big?
More than
2bn
people searches
24hrs
on Linkedin last year
of video are uploaded
to YouTube every minute
Flickr members
upload more than
3,000
images every minute
The average
Facebook
user creates
90 1M
pieces of content
each month
More than
companies have
LinkedIn Company Pages Econsultancy

27. Resources
These are some of our favourite bloggers and resources
relating to the social-powered enterprise:
Social Boom! How to Master Thanks
Business Social Media To these friends for their help,
By Jeffrey Ditomer input and review:
Social Media Today
An excellent resource that covers Paul Dunay Maria Pergolino Jacob Morgan
the entire social media spectrum @PaulDunay @InboundMarketer @jacobm
The Social Sales Revolution Author and Social Media Marketo guru and B2B Social business advisor for
A Salesforce slideshare. Darwinism blogger blogger Chess Media Group
Six Ways to Take Your Contact Paul Dunay is an award-winning Maria is senior director of marketing Jacob is a thought leader and
Center Social marketing expert with more than 20 at Marketo and an experienced CRM, community leader in social business.
A quick interactive tour years’ success in generating demand social media, search marketing, and He co-founded Chess Media Group,
Econsultancy.com and creating buzz. marketing automation specialist. a social business consultancy focused
The digital marketing community Paul is the Chief Marketing Officer of on Social CRM, Enterprise 2.0, and
Maria contributes to many marketing
and publisher Networked Insights, a leader in social Social Media.
blogs and her posts and papers are
media analytics, and author of four widely read. She has a marketing Jacob’s book, Twittfaced – Your Toolkit
“Dummies” books: Facebook Marketing degree and MBA from the School of for Understanding and Maximizing
for Dummies (Wiley 2009), Social Media Business at Rutgers University, is a Social Media was entirely co-authored
and the Contact Center for Dummies Salesforce.com Certified Administrator through online collaboration. Jacob
(Wiley Custom Publishing 2010), and user group leader, and a speaker is currently working on another book
Facebook Advertising for Dummies at numerous marketing events. for McGraw Hill due out 2012 on
(Wiley 2010) and Facebook Marketing enterprise collaboration.
for Dummies 2nd Edition (Wiley 2011). Jacob’s blog is ranked among the
top 100 most influential marketing
blogs in the world by AdAge and
is widely syndicated.

28. About Salesforce.com
Salesforce.com is the enterprise cloud computing company that’s leading the shift
to the Social Enterprise – helping over 100,000 companies connect to customers
and employees like never before. Our social tools include:
Super-charge your sales
• Sales Cloud, for social-powered sales force automation and contact management
• Data.com, B2B sales and marketing account and contact data
Deliver amazing service
• Service Cloud, for social customer service and support solutions
Join the conversation
• Chatter, a secure, private social network for your business
• Radian6, social media monitoring and engagement
Build killer apps
• Force.com, the cloud platform for custom app development
• Database.com, the trusted cloud database
• Heroku, the platform to build social and mobile apps in Ruby and Java
Cloud Computing Marketplace
• AppExchange, the leading marketplace for enterprise cloud computing applications

29. Let’s link up
You can talk to us through
social media, of course…
Twitter Salesforce Live
Facebook YouTube
LinkedIn SlideShare