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Radian6 Presentation -- Murmuration 2012
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Everybody’s Talking! Are You Listening?
How Social Media Technology Brings Online Conversations to You
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 April 30, 2011. 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.
Social Strategist@JeffreyLCohen
The B2B Social Media Book
amzn.to/b2bsm2
#radian6
http://www.flickr.com/photos/faceme/2677735132/
http://www.flickr.com/photos/free-stock/4816852493/
The Great Divide
250 million tweets/day
Volume of Conversations
1.5 billion posts/day
Volume of Conversations
Billions of blogs,
comments,communities
Volume of Conversations
@JeffreyLCohen
Monitoring the volume of social mentions requires people or technology.
“”Tweet This!
#radian6
Three Phases of Monitoring• Listening• Measuring• Engaging
Brand and Product Mentions
Listening
Discover Signal from Noise
Listening
Monitor Competitors and Industry
Listening
Finding Influencers
Listening
Set a Goal
Measuring
Connect with Business Goals
Measuring
Measure what you can Move
Measuring
Respond to Questions
Engaging
Share Valuable Content
Engaging
Track Activities
Engaging
@JeffreyLCohen
Successful monitoring requires actionable goals that can be measured.
“”Tweet This!
#radian6
Advice and Recommendations
Building Healthier Online Communities
Discover Content and Recommenders
Building Healthier Online Communities
Answer Questions and Publish Content
Building Healthier Online Communities
Solve Customer Problems
Building Healthier Online Communities
@JeffreyLCohen
Listen to customers like @GNCLiveWell so you can answer their questions.
“”Tweet This!
#radian6
“Refresh Everything” Campaign
Integrating Feedback into Marketing
Monitored thousands of conversations overnight
Integrating Feedback into Marketing
Immediate feedback
Integrating Feedback into Marketing
Changed ad spend for follow-up campaign
Integrating Feedback into Marketing
@JeffreyLCohen
Collect real time feedback like @Pepsi to make smarter marketing decisions.
“”Tweet This!
#radian6
Inner Circle of Power Users, Fans and Advocates
Discover and Build a User Community
Over 25,000 Members
Discover and Build a User Community
Product Suggestionsand Comments
Discover and Build a User Community
Product Roadmap, Prioritize Features and Catch problem
Discover and Build a User Community
Advocates Share and Spread Content
Discover and Build a User Community
Recruit New Members, Find New Communities
Discover and Build a User Community
@JeffreyLCohen
Build an Inner Circle community like @IntuitInc for product reactions.
“”Tweet This!
#radian6
Listening to Engineers, Business Owners and for Industrial Topics
Making B2B Social Media Work
Focus on Blogs andForums
Making B2B Social Media Work
Content Marketing, Product and Service Concerns and Competitive Intelligence
Making B2B Social Media Work
Distributed to Product Marketing and Dealer Relations
Making B2B Social Media Work
Discover New Leads and Retain Customers
Making B2B Social Media Work
@JeffreyLCohen
Listen across the B2B distribution channels like @CaterpillarInc.
“”Tweet This!
#radian6
Monitors over 25,000 Daily Conversations
Social Media Command Center
11 Languages
Social Media Command Center
Twitter Reach is Greater than Top 12 US Newspapers
Social Media Command Center
Find Every Conversation and Respond for Service, Sales and Community
Social Media Command Center
Route Relevant, Timely Customer Feedback to Anyone in Company
Social Media Command Center
“It is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.”
Social Media Command Center
Manesh MehtaVP Social Media and Community
@JeffreyLCohen
The @Dell Command Center achieved 46% more customer reach with the same employees.
“”Tweet This!
#radian6
Real Time Feedback to Inform Marketing, Product and Communications
Engage Athletes, Fans and Customers
Turn a Leading Sports Brand into a Leading Participatory Brand
Engage Athletes, Fans and Customers
Realized Increases in Site Traffic, Engagement and Sales
Engage Athletes, Fans and Customers
“Every single person in marketing is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer.”
Engage Athletes, Fans and Customers
Bonin BoughGlobal Director of Digital and Social Media
@JeffreyLCohen
You don’t need a fancy room to do amazing social customer service.
“”Tweet This!
#radian6
http://www.flickr.com/photos/nathaninsandiego/5652269620/
Thank You
Jeffrey L. CohenSocial [email protected]
amzn.to/b2bsm2Road (previous slide):http://www.flickr.com/photos/sambou/2611998145/