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Social in Action: Streamline Your Social Content Marketing
Dawn DeVirgilio, Global Social Media Manager
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Safe HarborSafe 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 statement 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 product 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 litigations, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, or 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-alesforce.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 Filing's 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 in 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.
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Your active participation is encouraged
Tweet to us using: #socialstudio
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Questions?
Tweet to us using: #socialstudio
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The Platform for 1:1 Customer Journeys
Build a Single View of the Customer
Plan and Optimize the Customer Journey
Deliver Personalized Content AcrossEvery Channel and Device
Measure the Impact on Your Business
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Listen Engage Social Care / Business Process
Publish
Customer View
Our Vision for Social Marketing
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Introducing…
Collaborative Spaces for Teams to Operate at
Social Speed & Agility
Plan, Source, and Publish Compelling, Brand-Safe
Social Content
Enable Authentic Interactions with Every
Consumer
Assess and Refine Your Strategy Based on Results
and Data
Workspaces Social Content Marketing Engagement Analytics
Consumer Ease of Use + Enterprise Class Capabilities
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Speakers
Dawn DeVirgilioGlobal Social Media Manager
@dawndevirgilio
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Agenda • How is the ExactTarget Marketing Cloud Social Team structured?
• What does the content creation process look like?
• Messaging specific to Facebook vs Twitter
• Playbook & Rules of Engagement
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ETMC Social TeamHow are you structured?
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Hub & Spoke
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Focus on Collaboration
Customer Service Sales
Product Marketing
Public RelationsDeliverability ExecutivesHuman Resources
Events
PartnersLegal
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Social is Global
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ETMC Social TeamWhat does your content creation process look like?
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76% of Marketers favor email as their first online “check” of the day. (Subscribers, Fans & Followers, Marketers from Mars)
Check Twitter & Facebook
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Curate Content
We use Rallyverse to curate and scale our content marketing efforts.
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Schedule Content
Create and publish content, at scale, across channels in real time.
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Engagement
Ongoing Monitoring of Mentions, Brand Buzz and routing of social conversations within the organization.
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ETMC Social TeamNetwork Specific Messaging
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PILLAR: ROLE: WEIGHT: DESCRIPTION:
Data Tells All Credibility 15%Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant marketing communications from CMO to brand marketer.
Be Inspired Motivation 20%Provide inspiring ideas from social marketers. Content should spark inspiration for others faced with similar challenges or questions. Content ideas include quotes or motivational “posters,” video and blog posts
Personal Development Lifestyle 15%
Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.
Strategy How-To Education 25%Build the value of the Marketing Cloud by providing strategy answers and ideas from Cloud marketers.
Research Thought Leadership 25%
Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.
The content pillars act as guideposts when executing our strategy with designated weights to use for content planning and development
Content Marketing: Pillars
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Content Marketing: Pillar Modules
Current Pillars
Data Tells All Be Inspired Personal Development
Strategy How-To Research
#MobileMondays ✓ ✓ ✓ ✓ ✓
#TipTuesdays ✓ ✓ ✓ ✓ ✓
#CrossChannelWednesdays ✓ ✓ ✓ ✓ ✓
#SocialThursdays ✓ ✓ ✓ ✓ ✓
#FunFriday ✓ ✓
Create content modules to plan for recurring content themes each week. The following list includes a sampling of existing ideas – all of which ladder up to at least one content pillar, if not multiple pillars:
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ETMC Social TeamPlaybook & Rules of Engagement
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Social Workflow
Assess Route Respond Complete
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Guidelines for Social Engagement
• Respond at least once publically. • Get background information including Social Bio and Salesforce details.• Ask to provide confidential details via DM• Keep broad helpful conversations public. • When not to engage. We expect a basic level of civility; disagreements are
fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds.
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Focus on how to be social not on how to do social.
- @jaybaer
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Succeed withSocial MediaText “SOCIAL” to 38767
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
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