dreamforce b2b social mediabasics by erling amundson
DESCRIPTION
With all of the B2C social success its hard for B2B companies to know exactly what to do. The practices that apply to B2B social are no different than B2C. It’s all about 1:1 interaction. Erling Amundson from Symantec shares how social listening can help a brand engage and assist its customers.TRANSCRIPT
Symantec Social MediaPresentation at Dreamforce ‘14Erling Amundson
Senior Manager Social Insights and Support at Symantec
@XDstrategy
Erling AmundsonSymantec
WHO WE AREAt Symantec, we protect your information wherever it’s stored or accessed.
20,000 Employees in 50 Countries
4th Largest Software Company in The WORLD
Social Media Team
Create social experiences that build
brand and loyalty
Social listening enables a customer
focused brand
Integrate social into our owned properties
Leveraging social to enhance the sales
process
So
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l P
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iorit
y Pr
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Social Marketing Social Insights and Support Social @SymantecSocial Selling
• Social Media Campaign Strategies
• Social Platform Strategy
• Stock & Flow Content Strategy
• Social Ecosystem• Training & Governance• Employee Activation
• Social Support strategy
• Listening & classification: Campaigns, Events, Support, On-demand
• Social media reports, dashboards, and readouts
• Daily trend updates
• Social selling strategy
• Social sales training• Social sales profiles
• Social web experience strategy
• Advocacy & Influencer Program
• Social Data strategy • Connect 4.0
Inspire customers, partners, influencers and employees to engage with and advocate for Symantec by delivering compelling and relevant social experiencesV
isio
n
Erling Amundson @XDstrategy
Global Listening
Erling Amundson @XDstrategy
Make the outputs
of your listening strategy
inputs into other areas
of your organization
Erling Amundson @XDstrategy
We Find Actionable Mentions
If you search on the internet, most of what you find isn’t actionable. We find the content you need to act.
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AIMs
All Mentions
Noise = all internet mentions that are not relevant or actionable
AIM ™ is a term created and trademarked by Symantec
1. Social media, external blog or external forum mention
2. Created by a customer, partner, competitor or prospect
3. Provides business value to Symantec
Erling Amundson @XDstrategy
AIMS are gems that are worth the work to find
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)
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Erling Amundson @XDstrategy
SFDC Marketing Cloud Engagement Console
Erling Amundson @XDstrategy
SFDC Marketing Cloud: Rule-Based Automation
Erling Amundson @XDstrategy
Why automate?
• Consistency
• Time to engagement
• Enable focus on value-added analytics
A single negative customer experience posted in public can wipe out the effect of five or more positive messages.
Erling Amundson @XDstrategy
Symantec Social Success Stories
Article Link
Erling Amundson @XDstrategy
The Engagement Loop
Erling Amundson @XDstrategy
PRE-IGNITIONArm people with knowledge and give them something to buy into.
CONSIDERATIONRe-evaluate Norton as a brand that protects you anywhere, anytime, on any device.
EVALUATIONMake it is easy to engage with Norton 360MD.
EXPERIENCEContinually deliver value over course of the relationship.
ADVOCATECelebrate the freedoms people are enjoying with Norton.
CONVERSIONMake it easy to try and buy.
Erling Amundson @XDstrategy
The 24-Hour News Cycle Responsive, Agile, Real-time Marketing
INT
ER
ES
T
TIME
BREAKING News
Journalists scramble for additional information
Public Excitement
Grows
Peak
Old News
Done
Brand Goals Customer Interests
Begin Publishing Brand Content
Before During After
Adopted from David Meerman Scott
Erling Amundson @XDstrategy
Example: Real-time Response MarketingCreating content to answer your customers questions in real-time
IT security is cost center, not a profit center, how to
balance it?
“36k Impressions564 engagements
Why don’t they spend enough money on IT
security?
“102k Impressions
2,542 engagements
Should the companies upgrade their Network
Infrastructure?
“318k Impressions
24,350 engagements
Erling Amundson @XDstrategy
Erling AmundsonSenior Manager Social Insights and Support
Symantec
@XDstrategy