Building an Effective Community Strategy with On-Demand and Salesforce
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The document discusses building effective communities using Salesforce's community platform. It provides perspectives from experts on how communities can benefit companies by reducing costs, creating brand loyalty, and developing evangelists. The experts provide tips on setting goals, engaging conversations, and monitoring communities to gain insights.
![Definition com‧mu‧ni‧ty [kuh-myoo-ni-tee] – noun, plural -ties. A social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the ): the business community; the community of scholars.](https://image.slidesharecdn.com/building-an-effective-community-strategy-with-ondemand-and-salesforce-3165/85/Building-an-Effective-Community-Strategy-with-On-Demand-and-Salesforce-4-320.jpg)
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Building an Effective Community Strategy with On-Demand and Salesforce
- 1. Building an Effective Community Strategy with On-Demand and Salesforce Scott Hemmeter, Arrowpointe Corp. Mark Mangano, SalesforceWatch.com Joe Kleinschmidt, Leverage Software Track: Marketing Executives
- 2. Safe Harbor Statement “ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results 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 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 the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates. Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor . Any unreleased services or features referenced in this or other 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 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, except as required by law.
- 3. Agenda Welcome Community Definition Community Benefits Building Community: Panel of Experts Resources Q & A
- 4. Definition com‧mu‧ni‧ty [kuh-myoo-ni-tee] – noun, plural -ties. A social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the ): the business community; the community of scholars.
- 5. What Do These Companies Have In Common?
- 6. What Community Does for You! Reducing Sales and Marketing Expenses Creating Brand Loyalty Developing New Products Peer Based Customer Support Creating Social Networks Creating Evangelists
- 7. Scott Hemmeter President, Arrowpointe Corp. [email_address]
- 8. Perspectives on Salesforce.com Blog by Scott Hemmeter of Arrowpointe http://sfdc.arrowpointe.com Written from the solution provider’s viewpoint Stats ~5000 page views per month ~225 subscribers to the main RSS feed Building and Managing Communities Speak to your audience at a more personal level Can be inexpensive Can build/reinforce your brand Can (re)establish your Internet presence Demonstrating Economic Benefits Direct Lead Generation Indirect Lead Generation Advertising Revenue
- 9. Do’s and Don’ts of Community Building DO : Set goals and establish a focus DON’T : Stray from that focus DO : Engage in conversations (“speaking with”) DON’T : Republish your marketing materials (“speaking at”) DO : Publish regularly. Be responsive to feedback. DON’T : Let the content sit still for long periods of time DO : Start simple. Add more functionality as you progress DON’T : Try to do everything at once
- 10. Set goals and take appropriate actions My Goals Build a reputation Obtain Quality Leads Learn web technologies Develop Alternative Revenue Streams Give me a voice to Salesforce Participate in the community Demonstrate Expertise Learn new technologies Conduct Product Reviews Wish Lists
- 11. Start your own community Treat it as a project or campaign Setup the software. 2 good choices are: ( www.wordpress.org ) (free) ( www.typepad.com ) ($8.95 - $14.95/month) Communicate the new site to customers & prospects Add your site to Google, Yahoo! and other search indexes Post regularly, respond to comments and encourage participation from the community Solicit feedback and make continuous improvements
- 12. Mark Mangano Blogger & Editor [email_address]
- 13. SalesforceWatch.com My Background Salesforce.com enterprise customer since 2002 Director of Application Development, Gartmore Global Investments Salesforcewatch.com Highlights Started: January 2005 Posts: 365; Comments: 378 (as of 10/3/06) 6,000 page views/month On-demand blogging platform: TypePad Why Evangelize? Love of product Voice has a platform Community resource
- 14. SalesforceWatch.com Benefits on both sides of the fence Blogger Recognition $$ (ads, sponsorships – Bluewolf) or other benefits (speaking at Dreamforce, product trials, sneak previews) Company 3 rd party voice Promotion, leads Support Partner marketing Get involved! Monitor blogosphere Engage bloggers Participate in comments and forums
- 15. SalesforceWatch.com Information Overload - Tools to break through noise ( How I do it! ): RSS (Really Simple Syndication) Sometimes called a “news feed” Subscription metaphor Save time, information comes to you View with an “RSS news reader”; desktop, web-based and mobile applications Tips & Tricks Try the Google RSS Reader. It’s free, web-based, and easy to use. http:// www.google.com /reader
- 16. SalesforceWatch.com My RSS Subscriptions (over 125) in NetNewsWire
- 17. SalesforceWatch.com Monitor Blogosphere with Specialty Search Engines and Social Networks
- 18. SalesforceWatch.com How are people tagging your website? How are people interacting with your brand?
- 19. SalesforceWatch.com Other tools to use: Wikipedia – free, online encyclopedia created and maintained by its users Digg – stories and websites submitted by users; community votes (Diggs) stories to front page CoComments – track conversations in blogs comments Google Alerts – subscribe to Google News search results Resources: Find all sites mentioned in my session at: http://www.salesforcewatch.com/dreamforce/links.html Steve Rubel, PR Blogger: http://www.micropersuasion.com TechCrunch, coverage of Web 2.0 news: http://www.techcrunch.com
- 20. Joe Kleinschmidt Chief Technology Officer [email_address]
- 21. The Leverage Community Platform What We Do On-Demand Solution for Building Communities Networking, Forums, Polls, Groups, File Sharing, Email, Chat, Calendar, Comments… Why Community? Loyalty: My Space Their Space Awareness: 1000s of Reasons for Your Customers to Visit You Intelligence: Customers Speak Their Mind To You (not your competition)
- 23. Key Community Value Provide Value to Your Community Offer Tools to Encourage Communication and Interaction Low-Cost: You Provide The Space, But Your Guests Come for Each Other Your Community Will Provide Value to You Insight Comes From Everywhere Sometimes Information You Wouldn’t Expect Opportunity for Direct Communication
- 24. Community On-Demand On-Demand Means Community Your Way Launch to a Subset of Your Customers in 1 Week Grow It As You Need It
- 25. Resources Key Sites: Connect On Demand: www.salesforce.com/connect/signup Leverage Software: www.leveragesoftware.com Best Practices Site: www.successforce.com SalesforceWatch: www.salesforcewatch.com Perspectives: sfdc.arrowpointe.com Dreamforce Resources: Connect On Demand Café: Partner Expo 1:1 Success Clinics: Campground
- 26. QUESTION & ANSWER SESSION Mark Mangano Blogger & Editor Scott Hemmeter President, Arrowpointe Corp. Joe Kleinschmidt Chief Technology Officer
- 27. Session Feedback Let us know how we’re doing! Please score the session from 5 to 1 (5=excellent,1=needs improvement) on the following categories: Overall rating of the session Quality of content Strength of presentation delivery Relevance of the session to your organization Save time! Use your cell phone or mobile device to send Feedback via SMS/Text Messaging! Send a message to 26335 In the message body: Session 203, #### For example, “ Session 123, 5555 ” Session ID: 203 Session ID # Scores for 4 categories SMS Voting powered by: