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Social Media Marketing for
Marketers
Cory Hartlen, Marketing Cloud, Product Marketing Manager
@coryhartlen
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…
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
Social is Disrupting the Entire Enterprise


              Executives
                                                 Lead gen
                                       Sales     Customer service
                                                 Marketing & PR
                           Marketing
                                                 Recruiting
       R&D
                                       Service   R&D
                                                 C-Suite

                   Recruiting
Social Media Has Changed Marketing Forever
The Largest Shift in 60 Years




       Old Way                   New Way
          Unsolicited           Engaging
         One to many            Transparent
          Untargeted            Targeted
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
IT ALL STARTS WITH LISTENING, BUT FOR WHAT?
                   Competition
          Compliments
                        Ideas
     Influencers
                    Needs   Complaints

             Crisis     Campaign

               Sales Leads
| 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
|   AVOID THE SILOS
 Blogs             Forums   Facebook   Twitter      YouTube




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




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




                        Community Team

Marketing                                          Cust. Serv.
                 PR                       Sales
                                HR
How Companies Are Approaching Social Media
A Social Business creates an enterprise
widecollaborative community
Both internal and external communities must provide shared value
| TOOLS TO AID THE ENTERPRISE
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
World’s Only Unified Social Marketing Platform




    Turn insights into actions and connections into Customers for
                                 Life.
Social Monitoring to Drive
Marketing Effectiveness
Dan Zucker, Autodesk, Social Media Manager
@djzucker
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
Persona Development


                      Traditional market research
                      + Social monitoring

                      Avoid using customer lists
                      Avoid survey question bias
                      Potential cost savings
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.
Best Practices

• Ask the right questions
• Select your keywords carefully
• Combine quantitative with qualitative
• Share insights widely
• Monitor daily to get smart
Learn more at salesforce.com/marketing-cloud

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Dreamforce autodeskmarketing

  • 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.
  • 18. Social Monitoring to Drive Marketing Effectiveness Dan Zucker, Autodesk, Social Media Manager @djzucker
  • 19.
  • 20.
  • 21. 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
  • 22.
  • 23. Persona Development Traditional market research + Social monitoring Avoid using customer lists Avoid survey question bias Potential cost savings
  • 24. 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.
  • 25. Best Practices • Ask the right questions • Select your keywords carefully • Combine quantitative with qualitative • Share insights widely • Monitor daily to get smart
  • 26.
  • 27. Learn more at salesforce.com/marketing-cloud

Hinweis der Redaktion

  1. Only 38%
  2. Don’t get hung up on titles Bonin Bough Frank Eliason
  3. We want to show you today one really critical message, how to delight your customers in a whole new way.Salesforce.com was born cloud. We were born cloud in 1999. But we have been reborn social, and we're going to show you todayour vision for the social enterprise and what salesforce.com is doing to help create that social enterprise.