What Happens when Your Entire Company becomes Social? WHEN: NOVEMBER 8, 2012 @ 3:30PM SPEAKER: MARCUS NELSON In the not too distant future, Community Management will no longer be the task of one single department. Like the Web Masters of a decade ago, these roles will be dispersed among every business unit in your company. How will this effect organizations? What tools will you need to accommodate these changes

1. Future Talk:
What Happens When Your Entire
Company Becomes Social?
@marcusnelson #SMSSummit
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2. “O hai.”
@marcusnelson
Founder of Addvocate
Former Head of Social Media at Salesforce.com
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3. <rant>
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4. Companies Using Social For Marketing
57% 72% 81% 88% 91% 92%
2009 2010 2011 2012 2013 2014
Percent of Companies Using Social Channels
Source: http://www.emarketer.com/Article.aspx?R=1009273
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5. Big Money Spent On Social Advertising 15
$5.20 $7.72 $10.24 $11.87
Billion Billion Billion Billion
2011
2012
2013 0
http://www.emarketer.com/Article.aspx?R=1008862 2014
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6. Problem
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7. Tweet this please
Social is not an ad play,
It’s a content game.
#SMSSummit
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8. </rant>
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9. If your company is on the
Internet, YOU ARE A MEDIA
COMPANY. #SMSSummit
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10. All Content Should Live Here
Photos Infographics
Dreamforce Announcement on Blog
Presentations
eBooks
Videos
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11. SEO Matters
71%
71% of Enterprise
purchase decisions in
the United States begin
with research conducted
on a search engine.
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12. A Blog Should Be Your...
Single
Voice of
Authority
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13. Trust Matters
85%
85% trust information
they receive from blogs.
• Facebook - 67%
• Twitter - 73%
• Pinterest - 85%
http://www.marketingcharts.com
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14. Blogs Matter
69%
69% of B2B buyers
make buying decisions
after reviewing a
company’s blog.
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15. #Content is King,
#Marketing is Queen,
but your Blog is their Castle.
#SMSSummit
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16. So...
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17. I know what you’re thinking to
yourself…
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18. shit staff”
“I don’t have enough
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19. You Have An Incentivized Workforce
Workers want to talk about their
company, only...
1. They don't know what to say.
2. They're afraid to say the wrong
thing.
So, they do nothing.
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20. Employees want to post of social
but often they don’t know what to
say, or they don't want to sound
dumb. So they say nothing.
#SMSSummit
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21. Customers WANT to Talk to Employees
http://trust.edelman.com/
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22. Ready. Set. Go.
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23. Determine Objectives
Subscribers
# of MVPs
Share of Voice Sentiment
Awards Won
Downloads
Video Views # of Influencers
Attendees Engaged
Posts &
Comments
Engagement Quality of
Coverage Engagement
Facebook
# of Employees Engagement
Trained Score
Audit Score
Share of
Conversation
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24. Establish Social Media Guidelines
public facing youtube video
What’s in bounds?
What’s out of bounds?
Who to escalate things to?
Every Employee is responsible for reading and adhering to the rules.
salesforce.com/socialmediapolicy
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25. Build Proficiency Among Employees
http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-media-training-campaign.aspx
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26. Create Collaboration Infrastructure
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27. Identify Users
Social Directory
Profiles: Who’s contributing on your
company’s behalf.
Skills: List expertise and experience
on products or projects.
Search: Find knowledge leaders w/
user-defined expertise tagging.
Score: See how users rank in
influence within the service.
Leader Boards: Create competition.
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28. Amplify Messages
Browser Plugins
Always On: Browser plugin gives
constant access to Addvocate.
Share: Suggest tweets for
employees to send out.
Notification: Employees updated
with messages, updates, key
links.
Promote: Prioritize content.
Settings: Easy setup.
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29. Track URLs
Custom URL Shortener = http://add.vc
• First link created is a ‘Parent URL.’
• Subsequent retweets or shares are treated as ‘Child URLs.’
Campaign Codes = http://add.vc/abc?source=addvc%20co=asfd%20div=CIfM%20dept=JuJirCQg%20user=dJlwAdw
• Appends tracking data for company, division, department, & user.
• Ability to add a custom code for an event or product campaign.
Cookie Links
• Add a cookie to shortened URLs for ad retargeting.
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30. You can’t fix what you don’t
measure. #SMSSummit
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31. Measure Results
Define your view of success
Trends: Reoccurring topics being
discussed.
Top Performers: Who’s contributing
the most.
Recent conversations: Glimpse of
what’s happening now.
Issues Resolved: Happy customers.
Community Tone: General
sentiment at the moment.
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32. Gamify Employee Participation
http://newyork.kred.com/
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33. Optimize Content
Insights on content that’s working
or missing. Future tools will do
keyword analysis to reveal high-
value topics to consumers.
• Clicks
• Reach
• Employee
• Channel
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34. Govern Access
LDAP integration allows
greater visibility, security, and
control.
• Eliminate passwords.
• Custom roles & permissions.
• Clear channel management.
• No access for former users.
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35. Review
1. Put Everything In Your Blog
2. Build Social Proficiency Among Employees
3. Establish Social Media Guidelines
4. Determine Objectives
5. Create Collaboration Infrastructure
6. Operationalize Content & Distribution
7. Gamify Employee Participation
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36. Review (continued)
• Identify - Consolidate employees who represent your brand on social.
• Amplify - Suggest content for employees to send via personal channels.
• Measure - Which employee efforts are paying off, validate their efforts.
• Optimize - What kind of content or topics resonate with your audience.
• Govern - Password admin is a mess, especially when people leave.
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37. The Future of #SocBiz is
determined by how you Identify,
Amplify, Measure, Optimize, &
Govern the social voices of your
company #SMSSummit
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38. Thank You
@marcusnelson
Founder of Addvocate
Former Head of Social Media at Salesforce.com
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39. My Team At Salesforce
• 13 Brands
• 150+ different social media channels
• 320+ stakeholders
• 90,000 mentions per month
• KPIs based on “share or voice”
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40. Our Management Tool
I worked for the leader in cloud computing
and social business...
and we still used spreadsheets.
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41. Spreadsheets Managed People
• Social channels we owned.
• Channel owner.
• Passwords & access.
• Social channels we needed.
• Channels retired.
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42. I Needed Help
If I worked at the world’s leading “Social Business” company,
and I couldn’t manage our social properties...
Surely some of the the top brands in the
world could help me out, right?
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43. I Asked The Experts
Frank Eliason Bliss Dennen Musa Tariq
Esteban Contreras Ekaterina Walter Bill Johnston
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44. Guess What They Used?
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45. My Problems
My team of 5 managed 150+ social media properties for 13 brands:
• Who represented us on social media?
• Which teams owned what?
• Who has passwords to what channels?
• What content was doing well and where?
• Where to get approvals & signoff?
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46. Current Tools
• Focused on small teams or networks.
• Active listening metrics & analysis of external engagement.
• Lack control or visibility of messaging past brand channels.
• Missing the ROI of social media marketing efforts.
• Don’t scale in pricing past small teams at large companies.
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47. I Had To Make It Better
• Would employees represent their brand if given the chance?
• Could I make it seamless for employees to be empowered?
• Was there a way to analyze results to reveal ROI to management?
• Could brands learn from content to boost future performance?
• Should access be entwined with existing enterprise systems?
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