mktg011_gellman
TRANSCRIPT
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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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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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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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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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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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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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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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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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Rasmus Mencke
Salesforce for TwitterDemo
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Tricia GellmanRasmus Mencke
Anamitra Banerji
QUESTION & ANSWERSESSION
Porter GaleNick Schwartz