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Den sosiale dialogen med kunden
… eller #UnitedBrokeMyGuitar Elisabeth Bitsch-Christensen
@echristensen42
www.echristensen42.com
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S. O. C. I. A. L.
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S.O.C.I.A.L.
• S incere
• O pen
• C ollaborative
• I nterested
• A uthentic
• L ikeable
• www.echristensen42.com
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Safe Harbor
Safe 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 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 developing and
delivering new functionality for our service, new products 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 litigation, risks associated with completed and any possible mergers and
acquisitions, the immature market in which we operate, our 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-salesforce.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 Filings 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 on 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.
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Salesforce Foundation
16,000 Non-profit
Organizations
Time • Equity • Product
% $40+
Million Grants
410,000+ Hours Service
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http://twittercensus.se/graph2013/
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http://finnishtwitter.com/getdata.php http://www.twittercensus.se/
graph2013/
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#SocialAirlines
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Do airlines service customers everywhere? We checked.
- 100,000 tweets over 1 month
- 33 different airlines worldwide
looking for where people mentioned an airline's twitter handle,
or the airline replied back to a person.
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
2000
4000
6000
8000
10000
12000
14000
Customer Mentions Response Rate
Europe gets it – US based airlines don’t
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Let’s challenge an airline
• Grupp 1: twittra en fråga till ett av följande flygbolag:
• KLM – SAS – Air France – Lufthansa – British Airways –
Qantas – Norwegian...
• Grupp 2: Ställ en fråga till flygbolagen på Facebook
• Grupp 3: skicka ett mejl/posta en fråga till
• http://mysasidea.flysas.net/?wt.ac=kontakt_form_idea
• https://www.britishairways.com/travel/custrelform/public/sv_se
• http://www.klm.com/travel/se_sv/index.htm
• http://www.qantas.com.au/travel/airlines/contacts/global/en
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Under tiden berättar jag en liten historia
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The overall theme is: CONNECTED salesforce architecture
Marketing App
Exchange Service Work.com Sales
Chatter
Force.com
Data.com
Multi-tenant Infrastructure
AppExchange Apps
ERP Any System Finance
Back-end Systems Any Social
Network
Salesforce
Platform
Chatter Communities
Heroku Touch
Data Model
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Turn insights to actions and
connections to customers for life.
En dialog behöver en plattform – och ett sätt att tracka
data
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#UnitedBrokeMyGuitar – the power of social
• What do YOU think? – complete this survey while I speak
• https://www.surveymonkey.com/s/VF2DSSS
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Hello customer, where are
you?
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Airlines – and their use of Twitter
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Airlines – and their use of Twitter
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Vem gör vad och gör de det bra?
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Examples of good and bad experiences
Reached out in public and
with DM, supplied great
service
.
Poor turnaround time for
reply; did not resolve
situation in the end.
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Examples of good and bad experiences
It was quick and they helped best as they
could. Not better, but a lot faster than
conventional channels. KLM even
contacted me proactively when I tweeted
about a delayed flight without mentioning
them.
They remained
anonymous and did not
have the authority to
resolve my compliant.
(They apologize endlessly
as if I really care!)
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Examples of good and bad experiences
They were on it ... seconds after
my post I got a response no response
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Social Listening: Listen At Social Scale
Listen to over 400 million
social sources
Get actionable insight in real
time
Uncover marketing, service
and sales opportunities.
1.2 billion
Social media users
around the globe.
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CRM Integration: Align Sales, Service & Marketing
Build social customer profiles
Route social insight across your
company
Listen at social scale and speed
Recruiting
Sales
R&D
Marketing
Executives
Service
82% Adult Internet
users are reached
by social media.
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SOCIAL CHANNEL
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Community Manager
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Community Manager
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Community Manager
Service
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Community Manager
Service Marketing
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Community Manager
Sales Service
Marketing
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Community Manager
Sales Service
Marketing
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Community Manager
Sales Service
Marketing
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Community Manager
Sales Service
Marketing
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Identify fans automatically and
build social profiles
Add social contacts to existing
campaigns
Enable social focus groups,
measure audience reaction and
social metrics in real-time
Transform a passive audience
into a community of advocates
Social Hub and Marketing
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Identify potential leads and
opportunities
Track sentiment and
influencers
Connect contacts with social
posts and content in real-time
Social Hub and Sales
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Automate Case and
Contact Creation
Prepare Knowledge
for Common Questions
Respond via Service
Cloud directly on Twitter
and Facebook
Measure Social KPIs with
dashboards and reports in
Salesforce
Social Hub and Customer Service
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