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Top 10 Tips on How to Use Social
 Media to Grow Your Small Business
Andrew Hogg, Salesforce.com, Marketing Operations, Senior Analyst
Marcus Nelson, Addvocate.co, CEO & Founder
Andrew Hogg
Marketing Operations, Senior Analyst
Linked-in: linkedin.com/in/AndrewHogg
Marcus Nelson
Founder, CEO
@marcusnelson
All About Addvocate.co

              We're building the first employee management service for
              social media.
              Find timely and relevant content for coworkers
              Route suggestions to teams, departments, or individuals
              Measure which users are truly making an impact

              We're aggregating & connecting employee personal social
              channels to extend the reach and impact of company
              messages.
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 intellectual property and other litigation, risks associated
 with 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-Q for the most recent fiscal quarter ended July 31, 2012. This
 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.
Why
Social?

Why
Now?
Dreamforce 2012 -- 10 social media tips for small business
Dreamforce 2012 -- 10 social media tips for small business
Social Customers…

• Control the conversation
• Are more informed than ever
• Want to be understood, not sold to
Social Media Tips:
Best Practices…
#1 Own Your Social Brand Presence

             Jeremiah Owyang
             @jowyang


       Reserve your name on popular social
       sites. You never know when you
       might want to use those accounts &
       prevent squatting.
       #10SMBTips #df12
Tools: Namechk or Knowem
#2 Have An Email & SEO Strategy First

              Jason Keath
             @jasonkeath


       Have email strategy 1st, SEO 2nd.
       Social 3rd. Focus on one platform at
       a time, either a blog or Facebook.
       Direct all your energy there.
       #10SMBTips #df12
Example: Pick A Destination, In This Case A Blog
                                             Infographics
            Photos

                      blogs.salesforce.com


  Presentations

                                               eBooks




             Videos
Content is King

             Marcus Nelson
             @marcusnelson


       If #Content is King,#Marketing is
       Queen,and your Blog is the Castle.
       #10SMBTips #df12
#3 Convert Social to Email

              Clara Shih
              @clarashih


       You don't ‘own’ social channels. Get
       fans into a system that you do, like
       email. Still best way to connect when
       you want to.
       #10SMBTips #df12
Example: Slideshare Lead Capture Form
#4 Make Your Corporate Site Social

              Tyler Willis
             @tylerwillis


       Add social sharing to your website &
       emails, such as sharing buttons,
       tweet widgets, facebook ‘like’ box,
       etc. #10SMBTips #df12
Example: Share Buttons & Follow Links
      salesforce.com                     salesforce.com/socialmedia
                          Subscribing




                             Sharing



                           Embedding
                       YouTube
                       Slideshare
                       Blog Feed
                       Twitter Feed
                       LinkedIn
                       Facebook Widget
#5 Become A Curator Of Content

             Carri Bugbee
             @CarriBugbee


       Don't have time/resources to create
       sharable content? Set up systems to
       curate; RSS, newsletters, & lists on
       Twitter/FB #10SMBTips #df12
Be Interesting, not sales-y


 Remember 80/20 Rule:

80% about tips, tricks, and
helpful or entertaining info

Reserve 20% to talk about
 your product or service.
#6 Don’t Advertise, Editorialize

               Jesse Thomas
               @JesseThomas


        When creating or curating content,
        think like an editor, not an
        advertiser. Include visuals whenever
        possible. #10SMBTips #df12
eBooks & iBooks
Infographics
Photos - Facebook, Flickr, & Pinterest
#7 Engage Your Biggest Fans

             Esteban Contreras
             @socialnerdia


       Engage w/ advocates & influencers
       often — look for ways to reward
       them or give them props. Start with
       your most avid customers.
       #10SMBTips #df12
#8 Enable Your Employees To Engage

             Jay Baer
            @jaybaer


       Don't be afraid to empower
       employees, but you MUST give them
       guidelines and training first.
       #10SMBTips #df12
Employees distribute & share new content
#9 Automate & Personalize the Response

             Jason Miller
             @JasonMillerCA


       Use tools to schedule posts when
       you can't be online and then check in
       frequently via your mobile device to
       moderate comments. #10SMBTips
       #df12
Examples: Buffer App, Yahoo Pipes, Dlvr.it
#10 Feature Your Customers & Content

             ANDREW SAUNDERS
             @atSaunders


       Develop a simple content strategy
       featuring your consumers to build
       stronger relationships and increase
       Word Of Mouth. #10SMBTips #df12
Example: Eloqua Social Media Pro Book
Bonus #1: Make Reviewing Your Brand Easy

             Leslie Bradshaw
            @LeslieBradshaw


       Get reviews. Make it easy online
       AND offline. Set up iPad at check-
       out. Put QR code on receipts direct
       customers to Yelp.
       #10SMBTips #df12
Bonus #2: Listen To Your Customers

             Ekaterina Walter
             @Ekaterina


       If you're in B2B, pull social
       information into your CRM system
       and look for new, non-creepy ways
       to engage with customers.
       #10SMBTips #df12
In Summary:
  1. Own Your Social Brand Presence
  2. Have An Email & SEO Strategy First
  3. Convert Social to Email
  4. Make Your Corporate Site Social
  5. Become A Curator Of Content
  6. Don’t Advertise, Editorialize
  7. Engage Your Biggest Fans
  8. Enable Your Employees To Engage
  9. Automate & Personalize the Response
  10. Feature Your Customers & Content
Social Media Tips:
Salesforce is Social…
May I suggest…




Social Listening
                                                                                      Content Curation
                                                              I was hoping to find…




               May I suggest…




                                May I suggest…




                                                 Social Engagement
Social Listening

Social CRM:
Leads, Contacts, Accounts
Displayed within records
Connection based on User’s
relationship with Contact, and
social profile security
Content Curation

Social Content:
Store, collaborate, share within
Salesforce
Supports versioning
Share multiple files within a
Content Pack
Share with customers via
Content Deliveries (incl. content
expiry, password protection)
Social Engagement – Email Templates

Reusable Templates:
Controls your brand messaging
Allows for Share to Social buttons
(within HTML)
Can be emailed to hundreds of
Contacts at once (Mass Email)
Historical send tracking
Social Engagement – Social Support

Desk.com
Add-on via AppExchange
Connect with customers via social,
along with phone, email, web, and
chat
Respond to customers via mobile
access
Setup in minutes
Free to try, flexible / low cost license
structure
Social Engagement – Customer Collaboration

Chatter Customer Group
Connect & collaborate with your
Customers
Private, firewalled
Can be used to further engagement
with existing prospects & customers
Potentially used to engage with
social advocates
Dreamforce 2012 -- 10 social media tips for small business
Dreamforce 2012 -- 10 social media tips for small business

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Dreamforce 2012 -- 10 social media tips for small business

  • 1. Top 10 Tips on How to Use Social Media to Grow Your Small Business Andrew Hogg, Salesforce.com, Marketing Operations, Senior Analyst Marcus Nelson, Addvocate.co, CEO & Founder
  • 2. Andrew Hogg Marketing Operations, Senior Analyst Linked-in: linkedin.com/in/AndrewHogg
  • 4. All About Addvocate.co We're building the first employee management service for social media. Find timely and relevant content for coworkers Route suggestions to teams, departments, or individuals Measure which users are truly making an impact We're aggregating & connecting employee personal social channels to extend the reach and impact of company messages.
  • 5. 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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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.
  • 9. Social Customers… • Control the conversation • Are more informed than ever • Want to be understood, not sold to
  • 10. Social Media Tips: Best Practices…
  • 11. #1 Own Your Social Brand Presence Jeremiah Owyang @jowyang Reserve your name on popular social sites. You never know when you might want to use those accounts & prevent squatting. #10SMBTips #df12
  • 13. #2 Have An Email & SEO Strategy First Jason Keath @jasonkeath Have email strategy 1st, SEO 2nd. Social 3rd. Focus on one platform at a time, either a blog or Facebook. Direct all your energy there. #10SMBTips #df12
  • 14. Example: Pick A Destination, In This Case A Blog Infographics Photos blogs.salesforce.com Presentations eBooks Videos
  • 15. Content is King Marcus Nelson @marcusnelson If #Content is King,#Marketing is Queen,and your Blog is the Castle. #10SMBTips #df12
  • 16. #3 Convert Social to Email Clara Shih @clarashih You don't ‘own’ social channels. Get fans into a system that you do, like email. Still best way to connect when you want to. #10SMBTips #df12
  • 17. Example: Slideshare Lead Capture Form
  • 18. #4 Make Your Corporate Site Social Tyler Willis @tylerwillis Add social sharing to your website & emails, such as sharing buttons, tweet widgets, facebook ‘like’ box, etc. #10SMBTips #df12
  • 19. Example: Share Buttons & Follow Links salesforce.com salesforce.com/socialmedia Subscribing Sharing Embedding YouTube Slideshare Blog Feed Twitter Feed LinkedIn Facebook Widget
  • 20. #5 Become A Curator Of Content Carri Bugbee @CarriBugbee Don't have time/resources to create sharable content? Set up systems to curate; RSS, newsletters, & lists on Twitter/FB #10SMBTips #df12
  • 21. Be Interesting, not sales-y Remember 80/20 Rule: 80% about tips, tricks, and helpful or entertaining info Reserve 20% to talk about your product or service.
  • 22. #6 Don’t Advertise, Editorialize Jesse Thomas @JesseThomas When creating or curating content, think like an editor, not an advertiser. Include visuals whenever possible. #10SMBTips #df12
  • 25. Photos - Facebook, Flickr, & Pinterest
  • 26. #7 Engage Your Biggest Fans Esteban Contreras @socialnerdia Engage w/ advocates & influencers often — look for ways to reward them or give them props. Start with your most avid customers. #10SMBTips #df12
  • 27. #8 Enable Your Employees To Engage Jay Baer @jaybaer Don't be afraid to empower employees, but you MUST give them guidelines and training first. #10SMBTips #df12
  • 28. Employees distribute & share new content
  • 29. #9 Automate & Personalize the Response Jason Miller @JasonMillerCA Use tools to schedule posts when you can't be online and then check in frequently via your mobile device to moderate comments. #10SMBTips #df12
  • 30. Examples: Buffer App, Yahoo Pipes, Dlvr.it
  • 31. #10 Feature Your Customers & Content ANDREW SAUNDERS @atSaunders Develop a simple content strategy featuring your consumers to build stronger relationships and increase Word Of Mouth. #10SMBTips #df12
  • 32. Example: Eloqua Social Media Pro Book
  • 33. Bonus #1: Make Reviewing Your Brand Easy Leslie Bradshaw @LeslieBradshaw Get reviews. Make it easy online AND offline. Set up iPad at check- out. Put QR code on receipts direct customers to Yelp. #10SMBTips #df12
  • 34. Bonus #2: Listen To Your Customers Ekaterina Walter @Ekaterina If you're in B2B, pull social information into your CRM system and look for new, non-creepy ways to engage with customers. #10SMBTips #df12
  • 35. In Summary: 1. Own Your Social Brand Presence 2. Have An Email & SEO Strategy First 3. Convert Social to Email 4. Make Your Corporate Site Social 5. Become A Curator Of Content 6. Don’t Advertise, Editorialize 7. Engage Your Biggest Fans 8. Enable Your Employees To Engage 9. Automate & Personalize the Response 10. Feature Your Customers & Content
  • 37. May I suggest… Social Listening Content Curation I was hoping to find… May I suggest… May I suggest… Social Engagement
  • 38. Social Listening Social CRM: Leads, Contacts, Accounts Displayed within records Connection based on User’s relationship with Contact, and social profile security
  • 39. Content Curation Social Content: Store, collaborate, share within Salesforce Supports versioning Share multiple files within a Content Pack Share with customers via Content Deliveries (incl. content expiry, password protection)
  • 40. Social Engagement – Email Templates Reusable Templates: Controls your brand messaging Allows for Share to Social buttons (within HTML) Can be emailed to hundreds of Contacts at once (Mass Email) Historical send tracking
  • 41. Social Engagement – Social Support Desk.com Add-on via AppExchange Connect with customers via social, along with phone, email, web, and chat Respond to customers via mobile access Setup in minutes Free to try, flexible / low cost license structure
  • 42. Social Engagement – Customer Collaboration Chatter Customer Group Connect & collaborate with your Customers Private, firewalled Can be used to further engagement with existing prospects & customers Potentially used to engage with social advocates