Salesforce content best_practices_rollout_webinar_deck

Best Practices Rollout Webinar

Gregg Johnson

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Welcome Webinar Attendees
Webinar Attendees see 2 components:
1. Viewer Window 2. Control Panel

Type your question here

Goals for Today’s Session

 Discuss the key rollout decisions and how to evaluate
them

 Provide best practice guidance

 Highlight key resources you can leverage

 Answer any outstanding questions you may have

We will not review how to perform admin setup in this
session – we have provided online videos for this purpose

Share Any Content Find the Best Proactively Deliver Get More Value with
Easily & Instantly Content Every Time the Right Content User Feedback

Technology Can Provide the Tools to Help Cure Information Overload, But You
Also Need Organizational Commitment to Change

The Five Questions You Need to Answer

1  How many workspaces do you need, and what workspace
permissions should you create?

2  How do you want to use tags and content types to organize
documents as you publish them?

3  How do you want to integrate Content with your other
Salesforce apps?

4  How are you going to migrate your existing content?

5 How do you launch Content to the rest of your organization?

1 What Are Workspaces, and How Do They Work?

 Workspaces are “buckets” of content

Sales Workspace  You decide which users or groups can
see which sets of content
Marketing Sales
 Each workspace can be configured
differently in terms of users and how
you organize content

 Content is ‘owned’ in one workspace
but can be shared with multiple
workspaces

 Users can have different rights in
different workspaces

1 How Do I Decide How Many Workspaces to Create?

 Who do you want to access this content?

 Other than simply viewing content, what other rights
do you want each workspace member to have?

Workspaces are similar to folders in terms of controlling access rights to
documents; however, workspaces, unlike folders, are not the primary method of
navigating to find content

1 Best Practice Recommendations

Start with a “Sales Content” workspace for “official” sales materials
 Marketing and Sales Operations to have “author” permissions
 Sales to have “view” (and potentially comment/tag) permissions

Add a second “Marketing” or “Sales Collaboration” workspace second
 Provide marketing with a “draft room” to collaborate on materials before
sharing with sales
 Enable sales teams to share their own “informal” materials (e.g., RFP
responses)

Use Public Groups to simplify user administration
 Leverage existing groups, or create new ones using the role hierarchy
 Add individual users as needed

2 Multiple Ways of Finding Materials in Content

Search Tags Content
Fields

Who can tag, What custom fields do
and what tags you want to add, if any?
can they use?

2 What Are the Tradeoffs Between Tags and Filters?

+ Users can subscribe to them - Users cannot subscribe (today)

+ Are dynamic/flexible - Require admin setup, and are more
“top down”
+ Visualize available content
- Do not help visualize content
- Cannot be “required” fields
+ Can be “required” fields
- Are not mutually exclusive
+ Can be “dependent” fields

+ Can have mutually exclusive values

2 What Options Do I Have for Tagging?

Range of Tagging Options

Open Tagging Guided Tagging Restricted Tagging

• Users with tagging • Workspace admins • Workspace admins
rights can enter create “suggested” create “suggested”
any tags they want tags tags

• Users choose • Users can only
“suggested” tags or choose from list of
add their own “suggested” tags

2 What Types of Custom Fields Might I Create?

Standard Custom

Author Approved for external use
?
File Type Product line

Tag Competitors

Workspace Review Date

2 Use Content Types to Manage Multiple Custom Fields

 Admins: Think of Content Basic
Document
Types as “Record Types for
documents”

 Content Types represent the
different content within their Sales Product Reference
Asset
business
 Sales Asset could have a
‘Product’ attribute
 Resumes have an
“education level” field

 Can define which content
types can be used in each
workspace

2 Example: Internal Salesforce.com Configuration
 40 teams using Content throughout company

2 Example: Internal Salesforce.com “Sales Asset”

Property Name Type Description
Title Text The title of the content
Description Text A description of the content
Tags A list of Guided Tags A recommended list of guided tags
relating to current product and
marketing initiatives and product
names.
Sales Tool type Internal Prep Document, Describes the main type of the
Datasheet, Client Presentation, asset.
Whitepapers and Analyst Reports,
Case Study, Competitive
Products & Services Multi-select list of products The product(s) that the content
relates to. Tip: Use same names
as in CRM.
Region Global, North America, EMEA, … For regional content
Approved for Client Use Checkbox: Default is No Allows you to select whether
(required) content is approved for client use
Next Review Date Date (formula) Formula (e.g. 6 months from
publishing date) to define when
docs should be next reviewed

Don’t overcomplicate categorization
 With full-text search on key file formats, less of a need to add tons of metadata
 More fields act as a barrier to contributing content

Test your categorization with end-users before implementing
 Add 15-20 documents, ask end-users to search/filter, and have them provide feedback
 Use your existing categorization as a starting point, but take the chance to review it

Use custom fields for mutually exclusive and non-keyword values
 Create “review date” and “customer-approved” fields for sales assets
 Make custom field values specific to a workspace (e.g., document type values)

Use an categorization approach that is appropriate for the workspace
 Workspaces with fewer members usually require less structure
 Use different tagging approaches and custom fields for different workspaces

Align your categorization model in Content with your data model in CRM and other areas
 Use the same names with the same entities whenever possible (e.g., products, competitors)
 Work with cross-functional teams to define appropriate values across departments

3 Three Ways to Integrate Content with Other Apps

Provide Access to Recommend Content Associate Content
Content in Other Apps Based on Record Data with Specific Records

• Expose selected • Suggest relevant • Link files as you
Content tabs in other content based on publish them to
apps specific fields on records in Salesforce
commonly used
Salesforce objects

• Save users time by • Eliminate the need to • Establish logical
eliminating the need search for content connections between
to change when reps have data and documents,
applications already “given” you like with campaigns
key information and underlying
• Improve chances of assets
reps using “the right”
content

3 Recommend Content Based on Record Data

 Supported objects: opportunities, cases, accounts, leads, contacts, products, custom objects
 Fields that drive recommendations are defined today, configurable in the future
 Add ‘Related Content’ to the page layout

3 Associate Content with Specific Records

 Use Case: Upload a creative asset and associate it with a marketing campaign
 Lookups available for standard and custom objects
 Note – security model driven by workspace, not by access to record
 Add custom “lookup” field


Expose Content tabs in users’ “primary” applications
 Use “Workspaces” as a content dashboard/starting point for reps (expose it in the Sales app)
 Expose “Workspaces” and “Contribute” in the Marketing app for publishers

Align your categorization model in Content with your data model in CRM and other areas
 Use the same names with the same entities whenever possible (e.g., products, competitors)
 Work with cross-functional teams to define appropriate values across departments

Use notes and attachments for content “private” to a record
 Only associate generic content with records in Salesforce

Test “content recommendations” before a full rollout
 Use a custom profile to pilot content recommendations with a group of users
 Make sure end users understand how the security model works and the role of
notes/attachments

4 Migrating Existing Content Will Take the Most Time

 Moving materials into Content is an ideal time to
“clean house”
– Which materials should we keep versus delete?
– Who owns the materials going forward?
– How do these materials fit into the new classification
structure we have designed?

 Two options for migrating materials into Content
– Mass migration with SFDC Professional Services
– Manual upload

4 Migration Plan Should Include Four Steps

Test and
Inventory Clean Migrate
Validate

 Develop a “straw man”
 Create an  Remove outdated  Complete final
approach to organizing content
inventory of all or irrelevant migration
 Upload a sample of materials
relevant existing materials (30-50 documents)
content
 Test with end users and obtain
 Identify new feedback

content owners  Refine as needed


Leverage existing tools to help create your starting inventory
 Some content management applications have tools to extract documents and metadata
 If you are using the Docs tab, leverage the DreamFactory app “Dox” on the AppExchange to
export files

On manual uploads, set yourself up for initial success
 Agree on a guided tagging model beforehand, or have all publishers enter document titles, tags,
and descriptions in Excel first for cross-publisher comparison and review
 Use the upload process as a training mechanism for publishers
 Worst case, hire a temp and leverage “publish on behalf of” functionality

“Divide and conquer” on categorization
 Push subject matter experts to classify their documents to obtain buy-in and divide the work
 Provide examples and show them how to use the product first so everything is easy

Test your categorization model with end users before completing a final upload
 Much more effective to get feedback on an actual application than a design on paper
 Publishers will often be inclined to overcomplicate categorization

5 A Well-Designed Rollout is a Key to Success

Getting the right executives to put their
Sponsorship
weight behind your rollout

Enabling users to become productive
Training
quickly and see value in the application

Using the right combination of carrots
Tactics
and sticks to drive use of the product

5 Best Practice Recommendations (I)
Prepopulate the repository
 Get even 15-20 documents in Content before you show it to anyone, even if it is your closest
colleagues and sponsors

Get the leader of your sales organization to co-sponsor the rollout
 Show end users that this project is primarily aimed at helping them, not just publishers
 Have the VP of Sales communicate day-to-day benefits from an end user (sales rep)
perspective

Build enthusiasm among “ordinary users”
 Ask for sales reps to volunteer on providing feedback on your categorization
 Giving a select few a “sneak peek” makes the sales team feel involved and helps build “buzz”

Don’t let high usability mask the need for training
 Ask key publishers/sponsors to run 15 minute 1:1 training in small organizations
 Run 1-to-many training webinars in larger organizations
 Distribute the online training demos we’ve created for administrators, publishers, and end users

“Force” reps to start using the system to the greatest degree possible
 Launch around significant events (e.g., new product), and put all key materials only in Content
 Email links to documents in Content, not as attachments

5 Best Practice Recommendations (II)
Monitor adoption
 Look at key documents periodically to assess adoption / activity
 Create dashboards/reports to view overall download and publishing activity

Coach end users on how to get the most out of Salesforce Content
 In launch emails, include document links and suggestions for tags/documents for subscriptions
Leverage periodic tips/tricks that we publish on our blog, even in the months after initial launch

Encourage publishers to be super-responsive to encourage feedback
 Ask publishers to subscribe to their own materials so they get instant notification of comments
 Add comments with new versions that reference which pieces of feedback drove key changes

Link to Content from other natural “places to look”
 Insert the “workspaces” tab into your most widely used Salesforce apps
 Larger customers are inserting links to Content from their Intranet

Use Salesforce Ideas as your “online suggestion box”
 Ask for feedback and ideas from your user community

Keep up-to-date on new Content functionality
 Leverage our blog, the release admin previews, and quarterly user group meetings to stay on
top of the newest Content functionality

Resources to Help Make Your Rollout Successful

Content Blog: http://blogs.salesforce.com/salesforce_content

Content IdeaExchange: http://ideas.salesforce.com/popular/salesforce_content

Content Learning Center: www.salesforce.com/form/other/learning_center.jsp

Email me at gregg.johnson@salesforce.com

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