Social in Action: Streamline Your Social Content Marketing

Dawn DeVirgilio, Global Social Media Manager

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 statement 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 product 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 litigations, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, or 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-alesforce.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 Filing's 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 in 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.

Your active participation is encouraged

Tweet to us using: #socialstudio

Questions?

Tweet to us using: #socialstudio

The Platform for 1:1 Customer Journeys

Build a Single View of the Customer

Plan and Optimize the Customer Journey

Deliver Personalized Content AcrossEvery Channel and Device

Measure the Impact on Your Business

Listen Engage Social Care / Business Process

Publish

Customer View

Our Vision for Social Marketing

Introducing…

Collaborative Spaces for Teams to Operate at

Social Speed & Agility

Plan, Source, and Publish Compelling, Brand-Safe

Social Content

Enable Authentic Interactions with Every

Consumer

Assess and Refine Your Strategy Based on Results

and Data

Workspaces Social Content Marketing Engagement Analytics

Consumer Ease of Use + Enterprise Class Capabilities

Speakers

Dawn DeVirgilioGlobal Social Media Manager

dawn@exacttarget.com

@dawndevirgilio

Agenda • How is the ExactTarget Marketing Cloud Social Team structured?

• What does the content creation process look like?

• Messaging specific to Facebook vs Twitter

• Playbook & Rules of Engagement

ETMC Social TeamHow are you structured?

Hub & Spoke

Focus on Collaboration

Customer Service Sales

Product Marketing

Public RelationsDeliverability ExecutivesHuman Resources

Events

PartnersLegal

Social is Global

ETMC Social TeamWhat does your content creation process look like?

76% of Marketers favor email as their first online “check” of the day. (Subscribers, Fans & Followers, Marketers from Mars)

Check Twitter & Facebook

Curate Content

We use Rallyverse to curate and scale our content marketing efforts.

Schedule Content

Create and publish content, at scale, across channels in real time.

Engagement

Ongoing Monitoring of Mentions, Brand Buzz and routing of social conversations within the organization.

ETMC Social TeamNetwork Specific Messaging

PILLAR: ROLE: WEIGHT: DESCRIPTION:

Data Tells All Credibility 15%Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant marketing communications from CMO to brand marketer.

Be Inspired Motivation 20%Provide inspiring ideas from social marketers. Content should spark inspiration for others faced with similar challenges or questions. Content ideas include quotes or motivational “posters,” video and blog posts

Personal Development Lifestyle 15%

Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.

Strategy How-To Education 25%Build the value of the Marketing Cloud by providing strategy answers and ideas from Cloud marketers.

Research Thought Leadership 25%

Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.

The content pillars act as guideposts when executing our strategy with designated weights to use for content planning and development

Content Marketing: Pillars

Content Marketing: Pillar Modules

Current Pillars

Data Tells All Be Inspired Personal Development

Strategy How-To Research

#MobileMondays ✓ ✓ ✓ ✓ ✓

#TipTuesdays ✓ ✓ ✓ ✓ ✓

#CrossChannelWednesdays ✓ ✓ ✓ ✓ ✓

#SocialThursdays ✓ ✓ ✓ ✓ ✓

#FunFriday ✓ ✓

Create content modules to plan for recurring content themes each week. The following list includes a sampling of existing ideas – all of which ladder up to at least one content pillar, if not multiple pillars:

ETMC Social TeamPlaybook & Rules of Engagement

Social Workflow

Assess Route Respond Complete

Guidelines for Social Engagement

• Respond at least once publically. • Get background information including Social Bio and Salesforce details.• Ask to provide confidential details via DM• Keep broad helpful conversations public. • When not to engage. We expect a basic level of civility; disagreements are

fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds.

Focus on how to be social not on how to do social.

- @jaybaer

Succeed withSocial MediaText “SOCIAL” to 38767

Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

Experience Digital Marketing Like Never Before

Join the journey at Connections 2014—transforming customerinteractions into exceptional brand experiences for your business

For one incredible week, the world’s best marketers come together to:

Explore emerging connected

technologies

Hear from the brightest innovators and biggest brands

Experienceworld-class education

and entertainment

exacttarget.com/connections

exacttarget.com