1.
Social Media Marketing for
Marketers
Cory Hartlen, Marketing Cloud, Product Marketing Manager
@coryhartlen

2.
Your Customers Share More than Ever Before
Having a problem
Great with…
article on…
Love the Looking
new… Cool for recs...
video…
Hiring
Product a CTO…
review…

3.
But Enterprises Are Not Prepared to Engage in Social
Conversations
of CMOs are tracking social media
38% metrics1
of CMOs feel unprepared
68% to deal with social media1
of companies ignore customer
70% complaints on Twitter2
1 IBM Global CMO Study 2011
2 Maritz and evolve24 Twitter Study, September 2011

4.
Social is Disrupting the Entire Enterprise
Executives
Lead gen
Sales Customer service
Marketing & PR
Marketing
Recruiting
R&D
Service R&D
C-Suite
Recruiting

5.
Social Media Has Changed Marketing Forever
The Largest Shift in 60 Years
Old Way New Way
Unsolicited Engaging
One to many Transparent
Untargeted Targeted

6.
The Five C’s of Social Marketing
Content is King!
Build a Community
It’s all about the Conversation
Now let’s Collaborate
Leverage your Connections

7.
IT ALL STARTS WITH LISTENING, BUT FOR WHAT?
Competition
Compliments
Ideas
Influencers
Needs Complaints
Crisis Campaign
Sales Leads

8.
| ALIGN YOUR DEPARTMENT AND CORPORATE GOALS
Your Brand Your Competitors Your Industry
Listen/Analyze Love the
new…
Product
review…
Great
article on…
View Share of Voice How many
Measure Counts… Shares?
Hiring Having a problem Blogger
Outreach…
Engage/Content a CTO… with…
8

9.
| AVOID THE SILOS
Blogs Forums Facebook Twitter YouTube
Marketing PR HR Sales Cust. Serv.

10.
| SOCIAL MEDIA COUNCIL
Blogs Forums Facebook Twitter YouTube
Marketing PR HR Sales Cust. Serv.

11.
| HUB AND SPOKE MODEL
Blogs Forums Facebook Twitter YouTube
Community Team
Marketing Cust. Serv.
PR Sales
HR

12.
How Companies Are Approaching Social Media

13.
A Social Business creates an enterprise
widecollaborative community
Both internal and external communities must provide shared value

14.
| TOOLS TO AID THE ENTERPRISE

15.
Most Companies Struggle With Social Marketing
Fragmented No Unified Data Too Many
Conversations Systems
Ineffective
Marketing
Results
Multiple groups engaging Campaigns and Multiple point solutions
engagement
Mixed messages disconnected Disconnected from the
enterprise
Customers only see one Multiple measurement
brand dashboards Inefficient &
uncoordinated
No customer record or
profile

16.
World’s Only Unified Social Marketing Platform
Turn insights into actions and connections into Customers for
Life.

17.
Social Monitoring to Drive
Marketing Effectiveness
Dan Zucker, Autodesk, Social Media Manager
@djzucker

18.
Influencer Identification
Autodesk software… leading the world in the ALL TIME WORST
CUSTOMER SUPPORT EVER. i would very much LOVE to use
the product ive paid for.
aaaand @autodesk comes through with a solution… thanks guys
;) /me closes Mspiant.
im telling you, my life is f’n silly. who the fk gets tweets from
@autodesk and @sn00ki in the same lifetime let alone the same
f***ing day

19.
Persona Development
Traditional market research
+ Social monitoring
Avoid using customer lists
Avoid survey question bias
Potential cost savings

20.
Product Lifecycle & Support
Hey @AutoCAD users, how do you want to
see the grid improved? Whats missing, what
do you need/want that you don’t have
#AutoCAD # Feedback
@Autodeskcare having
troubles deploying Civil3d
2013 through GPO.

21.
Best Practices
• Ask the right questions
• Select your keywords carefully
• Combine quantitative with qualitative
• Share insights widely
• Monitor daily to get smart

22.
Learn more at salesforce.com/marketing-cloud