dreamforce 2013 b2b social marketing
TRANSCRIPT
![Page 1: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/1.jpg)
B2B Social MarketingYou Can’t Ignore It Any Longer!
Kristy Grayson, Deluxe Corp., Executive Director, Marketing
@kristygrayson
![Page 2: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/2.jpg)
Kristy Grayson
Executive Director, Marketing
@kristygrayson
![Page 3: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/3.jpg)
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 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.
![Page 4: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/4.jpg)
Today’s topics
Why social marketing is necessary for B2B
organizations
Social & the buyer’s journey
Real world social tips that work
Building a social roadmap
![Page 5: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/5.jpg)
Entering the brave new world of marketing
Early Deluxe delivery truck
![Page 6: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/6.jpg)
Why social marketing?
![Page 7: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/7.jpg)
Why social marketing?
92%
57%
8 hours
Of all B2B buying cycles begin online
Make a decision before engaging with sales
Time spent consuming digital content before action is taken
Source: Forrester, 2013
![Page 8: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/8.jpg)
Relevancy – jumpstart a mature brand
comScoreFS (Leading FS company)#Finovate best in show from Day 1?@dashlane, @LearnVest, @ShopKeep, @ckmack, @Deluxe get our votes.
Rajeshj (CTO of Andrea)@Deluxecorp is going to be the frenemy of banks with their bank switching tool #finovate
charlesepotts (Fintech guy)#finovate @Deluxecorp SwitchAgent Bam!
WARobins (WF Exec)#Finovate @Deluxecorp makes Wells the whipping boy 4 SwitchAgent(SM) 2 move Bill Pay…Lots O stats at end
sampasser (VP @communityamercu)Cool to see @Deluxecorp adding to their switch kit offer - this is something everyone has been waiting for #finovate
DP_PSAlliances (Exec ProfitStars)Ready for day 2 at Finovate in New York. Day 1 best of show were @moneydesktop and Deluxe's #SwitchAgent
![Page 9: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/9.jpg)
Social humanizes the brand
People buy from people
Elevates the sales team from
product pusher to insight sharer
Promotes industry dialog
![Page 10: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/10.jpg)
Social & the buyers journey
![Page 11: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/11.jpg)
Social & the life of a buyer
11
Awareness
Consideration
Conversion
No
t re
ady
to b
uy?
N
urtu
re t
he
lead
Retain & Renew
• Reads blog posts• Visits social sites• Attends events
• Searches forums• Reaches out to their network• Researches the web• Attends events• Reads testimonials
• Reaches out to their network• Watches video testimonials• Reads case studies
• Subscribes to blog• Follows on Twitter• User events & best practice sessions
![Page 12: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/12.jpg)
Priming the social enginePersona and lifecycle based content
![Page 13: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/13.jpg)
Target social messages
Thought leadership in groups
Traffic Generated to Blog 351 page views 305 unique visitors
![Page 14: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/14.jpg)
Integrating social marketing
![Page 15: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/15.jpg)
Impact of social influence
22%
22%25%
Web Traffic
![Page 16: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/16.jpg)
Real world social tips
![Page 17: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/17.jpg)
Humor to spread the word
![Page 18: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/18.jpg)
Tell a consistent digital story
![Page 19: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/19.jpg)
Visuals to tell a complex story
![Page 20: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/20.jpg)
Games & interactivity to motivate buyers and sellers
![Page 21: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/21.jpg)
Leverage social campaigns for events
Social ready messages for field sales
Communicate throughout the event
Promote those who are talking about our event
![Page 22: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/22.jpg)
Use social tools for implementation
Select a Marketo Social Application Develop a Marketo Social Campaign
Launch!
![Page 23: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/23.jpg)
Measure for success
![Page 24: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/24.jpg)
Know your advocates
![Page 25: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/25.jpg)
Refer a friend facebook campaign
23% increase in registrations
120% increase in opened emails
500% increase in clicks on event
related Facebook posts
8.6% increase in Twitter followers
635 tweets throughout the
conference
![Page 26: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/26.jpg)
Building a social roadmap
![Page 27: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/27.jpg)
Effective Planning Keep
Focused
Set Goals
DefineStrategy
Develop Team
Develop Content Engine
CreateBuy-in
Review & Revise
Social marketing roadmap
ExecutivesMarketing
Corporate BrandSales Reps
KPIsROI
PersonasEditorial Calendar
Contributors
Small and nimble
Organized & Documented
![Page 28: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/28.jpg)
Wrapping it up – take away
Social marketing isn’t going away Haven’t started your journey yet – do it now!
Follow your buyer’s journey Integrate social as a thread that runs through your content
engine and marketing machine
Learn what’s worked from other consumer & B2B
organizations
Create your social strategy and road map Start small and demonstrate a few quick wins
Measure for success
![Page 29: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/29.jpg)
Kristy Grayson
Executive Director, Marketing@kristygrayson
![Page 30: Dreamforce 2013 B2B Social Marketing](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d50ebbbb61ebe71a8b4636/html5/thumbnails/30.jpg)