The document discusses social media and social CRM strategies. It provides examples of how Dell leveraged different social media platforms like blogs, forums, Facebook, Twitter, and ideation platforms to engage customers at different levels. It also summarizes Dell's social media policies and workflows. The document outlines Dell's evolution from reactive to proactive social media strategies and how they built online communities around shared interests. It compares old campaign-centric approaches to new community-centric approaches for scaling passion.
3. Decoding Social
Social
We can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Consumer Video-sharing Product design
generated Sales and
content marketing
Conversations By Core Decoding By Customer
Collaboration Dynamic Social Function support
Community Public relations
Collective Partner relations
intelligence Employee
Business-to- relations
By Type of business
We like to focus on Organiza- Business-to-
the core social tion consumer
dynamics.
Government
Non-profit
4. Five Core Social Dynamics
Invisible
Collective Intelligence
Ease of Community
Understanding Collaboration
Conversation
Consumer Generated Content
Visible
Easy Ease of Difficult
Implementing
5. Forrester Social Technographics
Forrester Social
Technographics
report categorizes
social media
behavior into
seven groups.
In the US, joiners
are the biggest
group after
spectators.
Source: Forrester Social Technographics
Report, 2009
6. Social Media in India
In India, joiners are the
biggest group after
spectators, but the other Brands in India should use
groups are small. communities, social
games and social contests
30.0
to engage with joiners.
26.0
25.0
20.0
16.0
15.0 13.2
9.5
10.0
3.2 4.2
5.0 2.0 2.8 2.0
1.0
-
Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis
networking networking review sharing
Joiners + Critics + Conversatio Collectors + Creators +
Creators + Spectators nalists + Spectators Spectators
Critics + Spectators
Collectors +
Conversatio Source: Monthly unique users in millions
from
nalists
http://vizisense.com ; Forrester Social Technographics
Report
7. Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.
Focus on Focus on
Content People
9. Dell Hell
Viral campaign
against Dell’s
unresponsive
customer service,
started by
journalist Jeff
Jarvis.
Source: http://buzzmachine.com/archives/cat_dell.html
Disclosure: Dell is a 20:20 Media and 2020 Social client.
10. Social Media Evolution at Dell
1996-97: 2005-06: 2007-08: 2008-09: 2009-10:
Dell Support Dell Hell Ideastorm Digital Dell Outlet
Initiatives
Forum Blogger Employee Nomad on Facebook
Dell outreach Storm Take Your and Twitter
Community Direct2Dell Own Path Social
Forum Dell Go commerce
Green
Involve Dell Reach out Involve Build Use social
Challenges customers in and build consumers communities networks to
support and long-term and of interest trigger sales
product relationships employees in around social
discussions with product and objects
influencers process
innovation
Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335
Disclosure: Dell is a 20:20 Media and 2020 Social client.
11. Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.
I wrote a
blog post
I love the about it I also
new
designed a
airport!
IX poster
12. Dell Go Green
Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.
Source: http://dellgogreen.com
Disclosure: Dell is a 20:20 Media and 2020 Social client.
14. Direct2Dell Blog
One of the most
celebrated
corporate blogs.
Posts about
business,
technology and
consumer trends,
corporate social
responsibility and
business unit
announcements.
Source: http://en.community.dell.com/dell-
blogs/b/direct2dell
Disclosure: Dell is a 20:20 Media and 2020 Social client.
15. Dell SMB on Facebook
Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.
Source: http://www.facebook.com/dellsocialmedia
16. Dell Outlet on Twitter
Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
@delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.
Source: http://twitter.com/delloutlet
17. Collaboration
People can help solve
each others’ problems,
if we help them Create rich profiles
connect. and reputation systems
to encourage people to
help each other.
How do I
fix this Let me tell
problem? you how!
18. Dell Support Community
User driven
support community
to increase
customer
satisfaction and
drive down support
costs.
Source: http://en.community.dell.com
Disclosure: Dell is a 20:20 Media and 2020 Social client.
19. Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
interest. host your customers,
partners, employees,
and evangelists.
Here’s what I am
passionate We have so
I’m
about it too! much in
passionate
common!
about!
20. Dell Digital Nomad
Community built
around the idea of
being a digital
nomad.
Targeted at highly
mobile laptop
users.
Source: http://www.digitalnomads.com/
Disclosure: Dell is a 20:20 Media and 2020 Social client.
21. Dell Take Your Own Path
Community where
users shared
inspiring stories of
entrepreneurship.
Driven by the Dell
SME team.
Now replicated
internationally.
Source: http://takeyourownpath.com
Disclosure: Dell is a 20:20 Media and 2020 Social client.
22. Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.
Here’s
!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!
23. Dell Ideastorm
User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.
Source: http://ideastorm.com/
Disclosure: Dell is a 20:20 Media and 2020 Social client.
24. Dell Employee Storm
Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.
Source: http://thesocialworkplace.com/featured/1558/
Disclosure: Dell is a 20:20 Media and 2020 Social client.
25. Social Media Context at Dell
Structure Internal Social Community Role of
workflow media policy Agency
policy
Fitting social Developing Developing Developing Assigning
Challenges
media within workflows for guidelines for guidelines for roles to all
the listening, employees to community stakeholders,
organizational resolving and participate on members to including
structure responding social participate on external
platforms social agency
platforms
hosted by
company
Hub and Radian6 All Public Add local or
Dell’s
spoke model Internal employees community domain
Approach Central blogs and empowered policy for know-how
strategy team community to engage, each Manage
with subject Employee but must community content
matter Storm identify calendar and
experts themselves as workflow
NameatDell
Disclosure: Dell is a 20:20 Media and 2020 Social client.
26. Structure & Stakeholders
All Dell Employees
are encouraged to
blog and tweet
Employees can
blog/ tweet as a
dell representative
by identifying
themselves as
NameatDell
Dell official Twitter
accounts clearly
identify the
employees behind
them.
Source: http://dell.com/twitter
27. Dell Listening & Response Workflow
Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335
Disclosure: Dell is a 20:20 Media and 2020 Social client.
28. Dell Blog Response Checklist
Source: http://www.slideshare.net/Dell_Inc/dell-
outreach-in-the-blogosphere
Disclosure: Dell is a 20:20 Media and 2020 Social client.
29. Dell Social Media Policy
Dell has a public
social media policy
for its employees
http://www.dell.com/content/topics/global.aspx/policy
/en/policy?c=us&l=en&s=gen&~section=019
30. Dell Community Policy
Dell has a public
community policy
for the members of
its community and
support forums.
http://en.community.dell.com/content/TOU.aspx
31. Six Elements of Social Strategy
Context Community Campaigns Content CRM Channel
Creating the Identifying Creating and Creating and Creating Creating
right context evangelists, managing a managing a referral and specific
in terms of social object campaign campaign rewards tactics for
and calendar, to calendar, to programs online and
objectives,
community attract the retain the supported by offline
metrics, platform. interest of interest of reputation channel and
structures, evangelists on evangelists on and integrating
workflows a regular a regular recommendat them.
and policies. basis. basis. ion systems.
33. Old 360° Marketing Campaigns
TV
Step 1: Identify a
brand message that
represents the
brand values
Step 2: Produce a
TV commercial to Digital Print
communicate the
brand message
Step 3: Buy ads to
promote the
message across TV Commercial Radio
In-Store
channels
Step 4: Repeat with
a new TVC with a
different creative
twist on the brand PR & Events Billboards
message
Direct Mail
34. Old 360° Marketing Campaigns
As TVC-centric
campaigns don’t really The brand starts and
build upon previous ends with zero
campaigns… attention in spite of
high ad spends.
The old role of the
campaign was to
Campaign 1 Campaign 2 Campaign 3 maximize reach and
Attention frequency of the
brand message.
Time
35. Saatchi & Saatchi: Lovemarks
Lovemarks are
brands that score
high on both love
and respect
Three ingredients
of love: mystery,
sensuality and
intimacy
Source: http://lovemarks.com
36. Seth Godin: Ideavirus
An ideavirus is an
idea that spreads
on its own, like a
virus.
Similar to the
“contagious idea”
concept from
Publicis
Source: http://www.sethgodin.com/ideavirus
http://contagious-stuff.com
37. Jyri Engestrom: Social Object
People don’t just
connect to each
other. They
connect through a
shared object.
A social object is
an idea that
connects people.
Related to
Gaurav’s
concept of
Ideasliver: a social
object that you
can own.
Source: http://zengestrom.com
http://gapingvoid.com
38. How To Scale Passion?
The BIG question for
organizations in the 21st
century: how to convert Brands can scale the
employees, partners and passion of their evangelists
customers into evangelists? by building and nurturing
(online) communities.
Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause. around it. existing social platforms.
39. New 360° Marketing Campaigns
TV
Step 1: Identify a
big social object
(lifestyle, interest
or cause) that is
connected with the
brand values
Step 2: Build an Digital Print
online community
around the social
object
Step 3: Create a
campaign to
energize evangelists In-Store Community Radio
across channels
Step 4: Repeat with
a connected
campaign around
the same social PR & Events Billboards
object
Direct Mail
40. New 360° Marketing Campaigns
As community-centric
campaigns build upon They add new layers to
the work done in the the community each
previous campaigns… time and grow
attention over time.
Content + Community + CRM
Campaign 3
The new role of the
Campaign 2
campaign is to
recruit evangelists
Campaign 1
Attention into the brand-
hosted community.
Time
41. New 360° Marketing Campaigns
Brands need to commit
to a community-centric Brands need to get
strategy for the long content, community
term to benefit. and CRM right to really
connect campaigns.
Content + Community + CRM Campaign To attract
Calendar evangelists
Campaign 3
Content To retain
Campaign 2 Calendar evangelists
Community To grow
Campaign 1
Attention Platform organically
CRM Program To direct
behavior
Time
43. Pepsi’s Super Bowl Love Affair
Pepsi spent $142
million on Super
Bowl ads in the
last decade
Most Pepsi Super
Bowl ads were full
music videos with
top celebrities
which went viral
with million plus
views on YouTube
Overall, Pepsi
spends more than
half its marketing
budget on TV
Source: http://youtube.com/watch?v=uRu9HO_tIpw
http://www.youtube.com/watch?v=JHboqbcjGSQ
44. The Promise of PepsiCo
In 2009, PepsiCo
committed to the
promise of
“performance with
purpose”:
delivering growth
by investing in a
healthier future
for people and our
planet.
Source: http://pepsico.com, http://pepsico10.com,
http://thepromiseny.com
45. Pepsi: Moments to Movement
Each of our beverage
brands has a strategy
and marketing
platform that will be
less about (creating) a
moment, more about a
movement.
My primary role
involves thinking about
Frank Cooper, “How do we start Bonin Bough,
Chief Consumer integrating social Global Director of
Engagement Officer, media into the overall Digital and Social
PepsiCo organization?" Media, PepsiCo
46. Pepsi Refresh Anthem
In January 2009,
Pepsi launched its
Refresh rebranding
with a ‘Forever
Young’ TVC
featuring Bob
Dylan and
Will.i.am
Every generation
refreshes the
world. Now it’s
your turn.
Source: http://youtube.com/watch?v=MNVxeBglwxo
47. Pepsi Refresh Everything
The earlier version
of the Pepsi
Refresh website
showcased content
and contests that
focused on
refreshing various
aspects of popular
culture.
Source: http://refresheverything.com
48. Pepsi Refresh Studio
In September
2009, Pepsi tied up
with Will.i.am to
launch a contest to
create a user-
generated video
and music track of
the single "La La
La" from LMFAO.
Source: http://ultimaterefresh.com
http://pepsi.realitydigital.net
49. The Pepsi Refresh Project
In January 2010,
Pepsi launched the
Pepsi Refresh
Project with a
budget of $20m and
an intent to support
ideas that refresh
local communities.
Based on the Pepsi
Optimism Project
(POP) Survey
findings: Americans
believe that the
best ideas are more
likely to come from
"normal people" as
opposed to public
figures.
Source: http://refresheverything.com
50. Pepsi Refresh: One People TVC
The One People
TVC for Pepsi
Refresh
aggressively
promoted online.
However, Pepsi let
go of its Super
Bowl opening ad
position for the
first time in 23
years.
Source: http://youtube.com/watch?v=2fS39FitsoQ
51. Pepsi Refresh: Game Mechanics
Up to 1000 ideas
can be submitted
in six categories
each month with
voting in the next
month. Each
month is
effectively a new
campaign.
32 grants of $5k,
$25k, $50k and
$250k, totaling to
$1.3m each month.
Leader board for
the most popular
ideas.
Source: http://refresheverything.com
52. Pepsi Refresh: Ambassadors
Respected thought
leaders from GOOD
act as Refresh
Ambassadors (and
community
managers) in each
category.
Pepsi also tied up
with GOOD, Global
Giving, Do
Something and City
Years as cause
marketing
partners.
Source: http://refresheverything.com
53. Pepsi Refresh: Blog
Written by six
category
ambassadors from
Good.
Blog posts include
a combination of
announcements,
how-to tips, case
studies and
grantee stories to
energize and
educate the
community.
Source: http://refresheverything.com
54. Pepsi Refresh: Showcase
All funded ideas
are showcased and
their progress
tracked on the
idea blog.
Source: http://refresheverything.com
55. Pepsi Refresh: Virality
Contestants can
promote their
ideas via updates
on social networks
like Facebook and
Twitter, or via a
widget on their
blog or website.
The Pepsi Refresh
voting app on
Facebook shows
ideas your friends
support and has
more than 50k
users.
Source: http://refresheverything.com
56. Pepsi Refresh: Brand Website
The Pepsi brand
website promotes
the Pepsi Refresh
Project along with
other current
brand promotions,
most of which are
thematically
related to the
Pepsi Refresh
Project theme.
Source: http://pepsi.com
57. Pepsi Refresh: Facebook
Customized landing
tab on Facebook to
showcase the
highlights of the
project.
Source: http://facebook.com/refresheverything
58. Pepsi Refresh: Facebook
Tab to showcase
MTV VJ’s road trip
across America to
meet the Pepsi
Refresh grant
recipients.
Source: http://facebook.com/refresheverything
59. Pepsi Refresh: Facebook
Tab to showcase
Pepsi Refresh
Celebrity
Challenge where
Demi Moore and
Kevin Bacon
promoted their
favorite causes.
Source: http://facebook.com/refresheverything
60. Pepsi Refresh: One Goal in Mind
In the run up to
the FIFA World
Cup, Pepsi Refresh
tied up with the US
soccer team to run
a contest where
three players
promoted their
favorite ideas
Source: http://ussoccer.com/pepsirefresh
61. Pepsi Refresh: Cherry Goodness
Pepsi Refresh
contest where
consumers can win
$5000 for
themselves and
$5000 to support
their favorite
charity by finding
one of the 100
specially marked
Pepsi Cherry
products.
Source: http://refresheverything.com
62. Pepsi Refresh: Results
Added 200k new
Facebook fans in
Super Bowl week.
Over 500k new
Facebook fans by
end May.
2m registered
users by end-May.
5m unique visitors
a month.
60,000 tweets (175
million Twitter
impressions) by
end-May.
Source: http://refresheverything.com
63. Pepsi Refresh: Canada
Pepsi is now
starting the Pepsi
refresh Project in
Canada.
10 grants of $5k,
$25k, $50k and
$250k, totaling to
$200k each month.
Source: http://refresheverything.ca
64. Six Shifts in 360° Marketing
One: From TVC-centric Content + Community + CRM
campaign to community-
centric campaign
Two: From inside-out brand Campaign 3
message to outside-in
social object Campaign 2
Three: From standalone
campaigns to a series of
campaigns that build upon
Campaign 1
Attention
each other
Four: From standalone
content pieces to
permission-based content
streams
Five: From linear ad-
Time
supported growth to viral
organic growth
Six: From reach and
frequency to participation
65. Six Shifts in 360° Marketing
One: From TVC- From
centric campaign
to community-
centric campaign
To
66. Six Shifts in 360° Marketing
Two: From inside- From
out brand message
to outside-in social
object
To
67. Six Shifts in 360° Marketing
Three: From From
standalone
campaigns to a
series of
campaigns that
build upon each
other
To
68. Six Shifts in 360° Marketing
Four: From From
standalone content
pieces to
permission-based
content streams
To
69. Six Shifts in 360° Marketing
Five: From linear From
ad-supported
growth to viral
organic growth
To
70. Six Shifts in 360° Marketing
Six: From reach From
and frequency to
participation
To
72. Social CRM Use Cases
Marketing Sales Support Innovation Collaborati
on
Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message
Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns
Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities
Adapted from: Altimeter Social CRM Use Cases
73. The Social & CRM Sides of SCRM
Some players are
approaching Social CRM
from the Social-side, The Social and CRM
others from the CRM-side. approaches are rooted in
different value systems
and might not converge.
1. Social media 2. Community 3. Community 4. CRM
tools with CRM platforms with platforms with solutions with
features CRM connectors CRM core social features
Hootsuite Jive Salesforce MS Dynamics
Radian6 Lithium RightNow Oracle
Buzzstream ENgage Helpstream
Social CRM
Public Private
Many-to-many One-to-one
Emergent Rule-driven
74. HootSuite
Provides workflow,
analytics, for
teams to manage
multiple Twitter
accounts and
distribute
messages across
multiple networks.
Other features are
influence rating,
custom URL for
analytics, regional
tracking.
Source: http://hootsuite.com/
75. CoTweet
Enable teams to
monitor, manage,
and triage
conversations in
Twitter, analyze
keywords and
trends, assign
updates to team
members and
schedule responses
Source: http://cotweet.com
76. BuzzStream
Lightweight
influencer
relations tool
targeted at SMEs
and agencies.
Keyword tracking,
profiling, contact
management,
workflow
management and
conversation
history.
Source: http://buzzstream.com/social-media
77. BuzzStream Case Study
How can a photo
sharing startup
convince
influencers to
write about its
platform?
Video demo
Source: http://vimeo.com/6163011
78. Radian6
Social media
analytics tool
targeted at
agencies and
enterprises.
Keyword tracking,
sentiment,
analytics,
profiling, workflow
management.
Integration with
Saleforce CRM.
Integration with
Webtrends and
Omniture web
analytics.
Source: http://radian6.com/integration/social-crm
& http://radian6.com/integration/web-analytics
79. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 1 of 4:
Tracking
conversations
related to select
keywords in
Radian6.
Source: http://radian6.com/applications/sales-and-lead-
generation/
80. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 2 of 4:
Syncing contact
record between
Radian6 and
Salesforce.
Source: http://radian6.com/applications/sales-and-lead-
generation/
81. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 3 of 4:
Tracking contact
history in
Salesforce.
Source: http://radian6.com/applications/sales-and-lead-
generation/
82. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 4 of 4:
Tracking impact on
web traffic with
Webtrends &
Omniture.
Source: http://radian6.com/applications/sales-and-lead-
generation/
83. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 1 of 4:
Tracking
conversations
related to select
keywords in
Radian6.
Source: http://radian6.com/applications/customer-
service-outreach/
84. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 2 of 4:
Identifying
conversations
related to
potential customer
support problems
in Radian6.
Source: http://radian6.com/applications/customer-
service-outreach/
85. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 3 of 4:
Assigning problems
to customer
support team using
the workflow
features in
Radian6.
Source: http://radian6.com/applications/customer-
service-outreach/
86. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 4 of 4:
Syncing case with
Salesforce CRM and
tracking case
history in
Salesforce.
Source: http://radian6.com/applications/customer-
service-outreach/
87. Sysomos Heartbeat
Social media
analytics tool
targeted at
agencies and
enterprises.
Keyword tracking,
sentiment,
analytics,
profiling, workflow
management.
Integration with
Saleforce CRM.
Source:
http://sysomos.com/products/overview/heartbeat
88. Alterian SM2
Social media
analytics tool
targeted at
agencies and
enterprises.
Keyword tracking,
sentiment,
analytics,
profiling, workflow
management.
Integration with
Alterian Dynamic
Messenger and
Alterian Content
Manager.
Source: http://alterian-social-media.com/Why-
SM2/dynamic-messenger
89. Lithium
Full-featured
enterprise social
computing
platform for large
enterprises.
Deep integration
with Twitter,
Omniture,
Salesforce and
Rightnow.
Source: http://lithium.com/what-we-offer/social-crm-
suite
91. Lithium Case Study 1
How can a gadgets
marketer connect
customer
conversations
across the social
web, ideation
platforms, support
forums and CRM
platforms?
Source: http://youtube.com/watch?v=j1ozGiXSpI0
92. INgage ELAvate
Full-featured
enterprise social
computing
platform for large
enterprises and
government
agencies.
Ideation,
community, public
comment,
marketplace and
mobile solutions.
Deep analytics and
Microsoft Dynamics
CRM integration.
Source: http://ingagenetworks.com/services-elavate-
enterprise
93. Jive Market Engagement
Jive’s social media
monitoring and
response offering,
includes a virtual
war room.
Integrated with
their full-featured
internal
collaboration and
external
community
platform.
Source: http://jivesoftware.com/solutions/market-
engagement
94. Jive Case Study 1
How can a mobile
phone company
connect with its
consumers to
generate ideas for
new products and
features?
Structured ideation
platform to solicit
and select best
customer ideas.
Source: http://sonyericsson.com/se-dot/
95. Helpstream
Community
platform focused
on customer
service.
Social media
monitoring.
Ideas, Q&A and
knowledge bases.
Integration with
Salesforce or
Oracle CRM.
Source: http://www.helpstream.com/site_product/product.html
96. Attensity
Complete suite of
customer
experience
applications for
enterprises, driven
by semantic text
analysis.
Partnerships with
Lithium and
Radian6.
Source: http://attensity.com
97. RightNow CRM
Full suite of social
and community
solutions
integrated with
SaaS-based CRM.
Support,
innovation and
customer
communities.
Social media
monitoring.
Source: http://rightnow.com/cx-suite-social-
experience.php
98. Salesforce Service Cloud
Full suite of social
and community
solutions
integrated with
SaaS-based CRM.
Community
features like ideas
and answers.
Integration with
knowledge base
and CRM.
Deep Twitter
integration.
Force.com and
Facebook API.
Source: http://salesforce.com/in/crm/customer-service-
support/
99. Chatter Collaboration Cloud
Facebook for the
enterprise.
Members can
create personal
profile, public
groups, monitor
projects and share
content.
Integration with
Twitter and
Facebook.
Source: http://salesforce.com/in/chatter/apps/
100. Chatter Collaboration Platform
APIs for developers
to create new
social applications
connected with
Chatter.
Source: http://salesforce.com/in/chatter/platform/
101. Salesforce Case Study 1
How can a coffee
chain collaborate
with its consumers
to co-create new
products and
services?
Structured ideation
platform to solicit
and select best
customer ideas.
Source: http://mystarbucksidea.force.com/
102. Salesforce Case Study 2
How can a
computer vendor
engage its
customers to get
ideas for new
products and
improvements on
existing products?
Structured ideation
platform to solicit
and select best
customer ideas.
Source: http://ideastorm.com
103. Salesforce Case Study 3
How can a shoe
manufacturer
involve its
consumers to
create new designs
and products?
Structured ideation
platform to solicit
and select best
customer ideas.
Source: http://crocsideas.force.com/
104. Apirio
Offers products
and services that
help firms using
the Force.com
platform to
integrate their
communities with
Facebook, Amazon
Web Services and
Google Apps.
Source:
http://appirio.com/products/CloudConnect_facebook.ph
p
105. Apirio Case Study 1
Custom Facebook
application
powered by
Salesforce to drive
and measure word-
of-mouth referrals
in a Starbucks
campaign to
encourage
volunteerism.
Source:
http://appirio.com/products/rms/viralmarketing_demo/
viralmarketing_demo.htm
106. Apirio Case Study 2
Custom Facebook
application
powered by
Salesforce to use
and measure word-
of-mouth referrals
in a Mark campaign
to encourage
product referrals.
Source: http://apps.facebook.com/meetmark/home.do
107. SocialCRMTools
Salesforce
application to
manage contacts
and conversations
on Twitter,
Facebook and
LinkedIn.
Source: http://socialcrmtools.com/
110. The Experience Ecosystem Toolkit
The toolkit for creating
Salesforce seems to be
a talkworthy
best positioned to offer
experience ecosystem
an end-to-end solution.
is coming together.
The Conversation Feedback Loop
Social Media Social Collaboration Social Commerce Community
Analytics Applications Solutions & CRM Solutions Platforms
Solutions
Listening Sharing Collaborating Converting Energizing
Profiling Connecting Co-creating Supporting Retaining
Radian6 Facebook API SocialText Bazaarvoice Jive
Sysomos OpenSocial API Chatter SF Sales Cloud Lithium
Alterian SM2 Twitter API Accept Ideas RightNow INgage
Buzzstream LinkedIn API SF Service Cloud Helpstream
Talkworthy Experience Ecosystem