This document discusses how to maximize the value of social media data for businesses. It recommends monitoring social conversations to find "Actionable Internet Mentions" that require customer service responses. Mentions are classified and routed to the appropriate internal team. Symantec uses this approach - it monitors multiple social platforms on a global schedule and routes mentions to regional employees. Social data is also used for marketing, sales and product improvements. The document provides examples of Symantec's social media volume and metrics like "Net Social Sentiment" to measure sentiment over time. It emphasizes that being attentive to customers on social media is important for building relationships and receiving valuable feedback.

1. The Social Media Fire Hose
Make the most of social data
Tristan Bishop, Director of Social Business, Symantec
@KnowledgeBishop

2. Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results
expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be
deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other
financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any
statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any
litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our
relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to
larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is
included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent
fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor
Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions
based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these
forward-looking statements.

3. Chris Wojtowicz
Global Services Sales Lead
Marketing Cloud

4. Tristan Bishop
Director of Social Business
@KnowledgeBishop

5. All about Symantec
Symantec was founded in 1982 by visionary computer
scientists. The company has evolved to become one of the
world’s largest software companies with more than 18,500
employees in more than 50 countries. We provide security,
storage and systems management solutions to help our
customers – from consumers and small businesses to the
largest global organizations – secure and manage their
information-driven world against more risks at more points,
more completely and efficiently than any other company

6. Your customers are connected
Social network use
increasing in every age
group
60% of social network
users follow brands
40% of the Fortune Global
100 use Twitter for
customer service

7. They're sharing more than ever before

8. So Who Defines Who?
1. Brands long to DEFINE
themselves
2. But customers WILL
have their say
3. Brands may refuse to
listen
4. But customers will NOT
stop talking

9. Jeff Bezos,
Founder of Amazon
Your brand is what
people say when
you're NOT in the
room

10. The Gems are Worth the Work
There is profound business value in
mining social conversations
to find actionable mentions!

11. Actionable Internet Mentions™ (AIMs)
1. An off-brand mention of a Symantec
product that requires analysis or
engagement
Social Listening
AIMs
2. Posted on a publicly visible social
network, blog or forum
3. Posted by someone who is not a
Symantec employee
Noise = Not relevant
or actionable
4. Assigned to the Symantec employee
best equipped to engage
AIM ™ is a term created and trademarked by Symantec

12. Make the outputs
of your listening strategy
inputs into other areas
of your organization

13. Seven data classes, routed by Business Function
1. Case: Request for help resolving real-time
issue. (Tech Support)
2. Query: Question that doesn’t require support
resource. (Knowledge Management)
3. Rant: Insult that merits brand management
consideration (PR)
4. Rave: Praise from Symantec brand advocate
(Marketing)
5. Lead: Pronouncement of near-term purchase
decision (Sales)
6. RFE: Request to enhance a product with a new
feature (Engineering)
7. Fraud: Communication from an unauthorized
provider of Symantec products (Legal)
1
3

14. Social Media Monitoring - Global Schedule
UTC-time
China
India
Ireland
US East
US Mountain
US West
7:00 AM
4:30 AM
11:00 PM
7:00 PM
5:00 PM
4:00 PM
UTC 00:00
8:00 AM
5:30 AM
Midnight
8:00 PM
6:00 PM
5:00 PM
UTC 01:00
9:00 AM
6:30 AM
1:00 AM
9:00 PM
7:00 PM
6:00 PM
11:00 AM
7:30 AM
2:00 AM
10:00 PM
8:00 PM
7:00 PM
UTC 03:00
Noon
8:30 AM
3:00 AM
11:00 PM
9:00 PM
8:00 PM
UTC 04:00
1:00 PM
9:30 AM
4:00 AM
Midnight
10:00 PM
9:00 PM
1:00 PM
10:30 AM
5:00 AM
1:00 AM
11:00 PM
10:00 PM
2:00 PM
11:30 AM
6:00 AM
2:00 AM
Midnight
11:00 PM
3:00 PM
12:30 PM
7:00 AM
3:00 AM
1:00 AM
Midnight
4:00 PM
1:30 PM
8:00 AM
4:00 AM
2:00 AM
1:00 AM
5:00 PM
2:30 PM
9:00 AM
5:00 AM
3:00 AM
2:00 AM
UTC 10:00
6:00 PM
3:30 PM
10:00 AM
6:00 AM
4:00 AM
3:00 AM
UTC 11:00
7:00 PM
4:30 PM
11:00 AM
7:00 AM
5:00 AM
4:00 AM
8:00 PM
5:30 PM
Noon
8:00 AM
6:00 AM
5:00 AM
UTC 13:00
9:00 PM
6:30 PM
1:00 PM
9:00 AM
7:00 AM
6:00 AM
UTC 14:00
10:00 PM
7:30 PM
2:00 PM
10:00 AM
8:00 AM
7:00 AM
11:00 PM
8:30 PM
3:00 PM
11:00 AM
9:00 AM
8:00 AM
UTC 16:00
Midnight
9:30 PM
4:00 PM
Noon
10:00 AM
9:00 AM
UTC 17:00
1:00 AM
10:30 PM
5:00 PM
1:00 PM
11:00 AM
10:00 AM
UTC 23:00
UTC 02:00
UTC 05:00
Jun
Jim
Yasiru
UTC 06:00
UTC 07:00
Hitesh
UTC 08:00
UTC 09:00
UTC 12:00
UTC 15:00
Shoaib
Kapil
Alicia
UTC 18:00
Erling
2:00 AM
11:30 PM
6:00 PM
2:00 PM
Noon
11:00 AM
UTC 19:00
Ryan
3:00 AM
12:30 PM
7:00 PM
3:00 PM
1:00 PM
Noon
UTC 20:00
4:00 AM
1:30 AM
8:00 PM
4:00 PM
2:00 PM
1:00 PM
UTC 21:00
5:00 AM
2:30 AM
9:00 PM
5:00 PM
3:00 PM
2:00 PM
UTC 22:00
Brian
6:00 AM
3:30 AM
10:00 PM
6:00 PM
4:00 PM
3:00 PM
UTC 23:00
Monti
7:00 AM
4:30 AM
11:00 PM
7:00 PM
5:00 PM
4:00 PM

15. AIM Classification Flowchart

16. SFDC Marketing Cloud Engagement Console

17. Social Triage Connects Customers to Ideal Employees
SocBiz
Team
Blogs
Message boards
CRM
profiles
interactions
Symantec
Employee
transactions
Rant
Case
Rave
Lead
preferences
SocBiz
Team
Query
Response
history
Configuration
Review
Product 1
RFE
Product 2
Fraud
Product 3

18. FY13 Volume: Consumer AIMs™ by Class
Consumer AIMs, FY13 – Total 34,477
14000
12,181
12000
9,450
10000
8000
4,928
6000
3,288
2,430
1,992
208
Fraud
Case
Lead
Query
RFE
4000
2000
0
Rave
Rant
AIMs

19. FY13 Volume: Enterprise AIMs™ by Class
Enterprise AIMs, FY13 – Total 13,304
7,000
6,555
6,000
5,000
4,053
4,000
AIMs
3,000
2,000
973
759
622
270
72
Case
Query
Fraud
Lead
RFE
1,000
0
Rave
Rant

20. SFDC Marketing Cloud: Rule-Based Automation

21. Engagement
Improves
Sentiment

22. Net Social Sentiment ™ (NSS)
A weekly snapshot of social media attitudes toward a product
Net Social Sentiment, Weekly
100%
1800
1587
1600
Net Social Sentiment
80%
1400
1279
60%
1156
1162
1238
1216
50%
1200
1065
1053
40%
20%
0%
1000
755
670
11%
4%
16%
8%
4%
9%
800
8%
600
-7%
-15%
-14%
400
-20%
200
-40%
0
29-Jun
6-Jul
13-Jul
20-Jul
27-Jul
3-Aug
Report Date
10-Aug
17-Aug
24-Aug
31-Aug
7-Sep
Volume
NSS
Actionable Internet Mentions
1543

23. In Summary
1. Attentiveness is a competitive differentiator.
2. Every customer comment carries meaning.
3. There is no substitute for honest customer feedback.
4. If your customers BRAG about you, you're doing it right.

24. Tristan Bishop
Chris Wojtowicz
Director of Social Business
@KnowledgeBishop
Global Services Sales Lead
@ChrisWojtowicz