mktg011_gellman

8/4/2019 MKTG011_Gellman

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Using Twitter Effectively

for Marketing and Sales

Track: Marketing

Tricia Gellman, salesforce.comAnamitra Banerji, TwitterPorter Gale, Virgin AmericaRasmus Mencke, salesforce.com


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Safe Harbor Statement

Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may

contain forward-looking statements including but not limited to statements concerning the potential

market for our existing service offerings and future offerings. All of our forward looking statements involverisks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of theassumptions proves incorrect, our results could differ materially from the results expressed or implied bythe forward-looking statements we make.

The risks and uncertainties referred to above include - but are not limited to - risks associated withpossible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue runrate, errors, interruptions or delays in our service or our Web hosting, our new business model, our

history of operating losses, the possibility that we will not remain profitable, breach of our securitymeasures, the emerging market in which we operate, our relatively limited operating history, our ability tohire, retain and motivate our employees and manage our growth, competition, our ability to continue torelease and gain customer acceptance of new and improved versions of our service, customer andpartner acceptance of the AppExchange, successful customer deployment and utilization of our services,unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the priceof 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 thereports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and ExchangeCommission from time to time. These documents are available on the SEC Filings section of the InvestorInformation section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes noobligation and does not intend to update these forward-looking statements, except as required by law.
http://www.salesforce.com/investorhttp://www.salesforce.com/investor


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Tricia Gellman

Introduction


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Introduction #DF09TW

Twitter The Evolution and Phenomena

Virgin America Twitter at 35,000ft

Bringing it Together

Salesforce for Twitter Demo

Q & A

Agenda


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What do these things have in common?


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They are all using Twitter

There are millions of conversations happening every day

sarjmandiThe new Winter10 release sounds promising.I really like the batch apexfeature!

update

glfceoWhat is yourdefinition of Social CRM?

update

crazyitguyObamaadministration planto embrace cloud computinghttp://bit.ly/rAW8G updat

e


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The pace of communication is changing rapidly

Email

Weekly or MonthlyUpdates

Blogs

Weekly or DailyUpdates

Twitter

Daily or HourlyUpdates

1995 2000 20102005


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Company

Company

Client

Client

The way communication is happening is also changing

Typical Marketing= Broadcast Social Media= Engagement


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Q & A

Agenda


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Anamitra Banerji

Twitter The Evolution &Phenomena


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Customer relations Reputation management

Event promotion Announcement Issue advocacy

Product promotion Sales Traffic lead


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business.twitter.com


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Q & A

Agenda


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Porter Gale

Twitter at 35,000 feet


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Our Approach

Creative Twitter Worthy Experiences

Connect (Dont Market)Engage/Listen

Question & Answer


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In the Press Travel Industry Needs To Listen

02/19/2009

Social Networking Sets Its Sights on an Older

Demographic - Social Media Strategies for

Travel

EyeForTravel.com

02/19/2009Social Networking Sets Its Sights on an Older

Demographic | EyeforTravel.comHospitality net

02/10/2009 Changing travel one tweet at a time CNN.com

02/02/2009Travel firms respond to events, share news

via Twitter

USA Today - Online

02/01/2009Twitter improves customer service for savvy

travelers

Detroit Free Press -

Online


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OUR APPROACH


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Transform industries by creating memorableexperiences through clever design, and consumer-

focused innovation, irreverent voice, whilstcommitting to do the right thing for both people &planet.The Consumer Champion


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Twitter in the Mix

Print

Out of home and events

Online advertising

Paid search

Natural search

Twitter/Word-of-mouth/Press

VX.com website


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Virgin America Twitter 1.0

Engagement - Loyalty

Research

Operational InsightReal-time Service Recovery

Buzz/Building A Movement


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Virgin America Twitter Team

GuestServices PublicRelations Marketing HR/Legal IT TechnicalOperations

Aid inresolvingescalating issuesafter onDM

Assist incontentandresponses

Communicate with

planes/pilots (ifneeded)

Use as PRvehicle

MonitorTweets

Create andpostcontent

Log stories

Interviewfans

Push outpromos

Guideonteammatestrategy andregulat

ions

Checkoperations ifneededbased ontweets


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CREATE TWITTER WORTHY

EXPERIENCES


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Letvafly.com


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First airline with Wi-Fi

Leveraging Innovation


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QUESTION & ANSWER


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CONNECT (DONT MARKET)


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Experiential Marketing is Twitter Rich

The Last Campaign: How Experiences Are Becoming the New Advertising

by Garrick Schmitt

Virgin America: Virgin America has gone further than

most, ensuring that the experience is the marketing --

and advertising in many cases. The brand targetedtech-savvy consumers early on with its RED system and

in-flight Wifi.

It showed off its dramatic interiors in promotions with

Diggnation and YouTube celebrities; became an early

adopter of Twitter for customer service; and reinforced

its brand values through its simple booking engine on

VirginAmerica.com. And now, for the holidays, Virgin

America is partnering with Google to offer free WiFi for

travelers.


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Virgin America Free WiFi

-2,000 RTs- #1 searchedword of theday

- $2M in press- Tweet Thison Emails


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QUESTION & ANSWER


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Virgin America New Launch

VIRGIN AMERICA LAUNCH TURNS VIRAL 2Milli TV Vi


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VIRGIN AMERICA LAUNCH TURNS VIRAL 2Million TV Views,

100k Views on Youtube, EAV: $378K


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ENGAGE & LISTEN


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Travel Industry Needs To Listen


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21st Amendment Brewery

Took place May 13th

@Shaunosullivan twittering from 35,000 feet on @virginamerica and they have absinthe. I'll pass on that one this morning.RT: @shaunosullivan:twittering from 35,000 feet on @virginamerica and they have absinthe. I'll pass on that one this morning- GO 4 IT ;)

@Shaunosullivan Awesome flight today from SEA-SFO Q: Who makes the decisions on what beer to carry in-flight? I have a craft brewery in SF. care to talk?@virginamerica Hey ShaunO, Thanks for reaching out. I forwarded your message and website to our beverage specialist. He'll be giving you a call. Cheers!

Announced Nov 11th

21stAmendment: Just announced Brew Free! or Die IPA available soon in cans on all @virginamerica flights. #GoodBeerInFlightGeistbear: Congrats guys RT @21stAmendment

ellselzer: Loving this news! RT @21stAmendmentJamesco: Wow deliciously awesome! RT @21stAmendment

bruisinales: KICK ASS!! RT @21stAmendmentjeannebee: As if I ndd a reason! RT @jahouck @21stAmendment

ESBAle: A huge congrats to @shaunosullivan & all the folks @21stAmendmentmagnoliapub: Another reason to fly Virgin- Congrats! RT @21stAmendment

TaraLohan: I love Virgin! RT @EdibleSF @21stAmendmenttwoplank: Yum Yum Yum! RT: @21stAmendment
http://twitter.com/virginamericahttp://twitter.com/shaunosullivanhttp://twitter.com/virginamericahttp://twitter.com/virginamericahttp://twitter.com/21stAmendmenthttp://twitter.com/virginamericahttp://twitter.com/virginamericahttp://search.twitter.com/search?q=%23GoodBeerInFlighthttp://twitter.com/Geistbearhttp://twitter.com/21stAmendmenthttp://twitter.com/ellselzerhttp://twitter.com/21stAmendmenthttp://twitter.com/Jamescohttp://twitter.com/21stAmendmenthttp://twitter.com/bruisinaleshttp://twitter.com/21stAmendmenthttp://twitter.com/jeannebeehttp://twitter.com/jahouckhttp://twitter.com/21stAmendmenthttp://twitter.com/ESBAlehttp://twitter.com/shaunosullivanhttp://twitter.com/21stAmendmenthttp://twitter.com/magnoliapubhttp://twitter.com/21stAmendmenthttp://twitter.com/TaraLohanhttp://twitter.com/EdibleSFhttp://twitter.com/21stAmendmenthttp://twitter.com/twoplankhttp://twitter.com/21stAmendmenthttp://twitter.com/21stAmendmenthttp://twitter.com/twoplankhttp://twitter.com/21stAmendmenthttp://twitter.com/EdibleSFhttp://twitter.com/TaraLohanhttp://twitter.com/21stAmendmenthttp://twitter.com/magnoliapubhttp://twitter.com/21stAmendmenthttp://twitter.com/shaunosullivanhttp://twitter.com/ESBAlehttp://twitter.com/21stAmendmenthttp://twitter.com/jahouckhttp://twitter.com/jeannebeehttp://twitter.com/21stAmendmenthttp://twitter.com/bruisinaleshttp://twitter.com/21stAmendmenthttp://twitter.com/Jamescohttp://twitter.com/21stAmendmenthttp://twitter.com/ellselzerhttp://twitter.com/21stAmendmenthttp://twitter.com/Geistbearhttp://search.twitter.com/search?q=%23GoodBeerInFlighthttp://twitter.com/virginamericahttp://twitter.com/virginamericahttp://twitter.com/21stAmendmenthttp://twitter.com/virginamericahttp://twitter.com/virginamericahttp://twitter.com/shaunosullivanhttp://twitter.com/virginamerica


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QUESTION & ANSWER


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QUESTION & ANSWER

Virgin America Walking The Talk


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Virgin America Walking The Talk


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Q & A

Agenda


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Two Main Concepts

Know your purpose!

Why are you using TwitterEngage by Adding Value

2+2 = 600

Support

Brand Awareness

Brand Building

Promotion

Research

Insight

Customer Loyalty

Other?


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Integrating the Sales Cloud with Twitter Conversations

For Reps:Join Prospect Twitter

Conversations to Close the Deal

Salesforce for

For Marketers:Convert Tweets to Leads

With Measurable Campaigns

A d


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Q & A

Agenda


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Rasmus Mencke

Salesforce for TwitterDemo


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Tricia GellmanRasmus Mencke

Anamitra Banerji

QUESTION & ANSWERSESSION

Porter GaleNick Schwartz

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