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Today you use salesforce.com for sales, marketing, and customer support, but what if you could use it to power your online community? This session shows how we’ve built and evolved our community Web site to connect customers, provide self-service tools, and drive innovation. You’ll walk away with best practices for how to set up a community site plus the know-how to increase customer loyalty and measurable results.
Citation preview
Online Community Powered by Salesforce
Track: Marketing
Jamie Grenney, Salesforce.comErica Kuhl, Salesforce.com
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 involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, 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 security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner 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 price of 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 the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
Today’s Agenda
Different approaches to building online community
How we re-built our community on Salesforce
Tour of the site and tips for managing community
If you’re interested, how you can learn more
Questions
Three Pillars to Online Community
AnswersAnswers
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Community On Your Site
Community On Your Site
TestimonialsTestimonials
IdeasIdeas
LinkedInLinkedIn
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Your Channels On Other Sites
Your Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
BlogsBlogs
FacebookFacebook
YouTubeYouTube
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
Partner SitesPartner Sites
ForumsForums
Community On Your Site
AnswersAnswers
BlogsBlogs
GuidesGuides
KnowledgeKnowledge
Community On Your Site
Community On Your Site
TestimonialsTestimonials
IdeasIdeas
FacebookFacebook
LinkedInLinkedIn
YouTubeYouTube
TwitterTwitter
Our Channels On Other Sites
Our Channels On Other Sites
SlideshareSlideshare
FlickrFlickr
ForumsForums
Partner SitesPartner Sites
BlogsBlogs
TwitterTwitter
Other Conversations on the Web
Other Conversations on the Web
YouTubeYouTube
FlickrFlickr
Greatest control over the user
experience
Tight integration with CRM
Improve Customer Success
Increase Rep Productivity
Drive Evangelism & PR
Improve SEO Strategy
Generate Leads
Harness Innovation
Gain Customer Insight
Create Competitive Differentiation
Many Benefits to Starting a Community
Evolution of Our Online Community
2004Simple One Page Website
2005Produced Lots of Content
2006Added a TypePad Blog
2007Launched IdeaExchange
Ended Up with a Mash-Up of Technologies
HomeGetting Started
Best Practices
Ideas Community Blogs Local User Groups
Google Site Search
62 Org Integration
Crispy Profile
LithiumProfile
Salesforce Login (SSO)
Omniture
Open CMS
CrispyNews
Lithium
TypePad
SalesforceTe
chn
olo
gy
Sta
ck
TypePad Comments
TypePad Comments
Omniture
Lithium Reporting
Crispy Reporting
TypePad Reporting
Community Search
Blogs
Google Site Search
All the Variables Make it Difficult to Manage
HomeGetting Started
Best Practices
Ideas Community
BlogPopular Boards Local User Groups
Login Page
RecentMessages
Posts
CommentsThread
Detail PageDiscussions
Profile
About This Site
Detail Page
Blogs
Posts
List List
Detail Detail
Resource Intensive
Multiple Profile Pages
UI Bugs
Custom Dev
Usability
SEO
Ghost Towns
In Consistent Metrics
SSO / Security
Upgrades
What’s the Best Approach to Implementing It?
Create a Mash-up from Best of Breed Vendors
Integrate Your Online Community with Salesforce
Build Your Online Community on Salesforce
Portal – Point & Click Visualforce – Custom Code
Run Your Online Community on
FY10 Goal was to Standardize on Salesforce
Getting Started
Blogs Answers Ideas Community User Groups
Features
Google Site Search
TZ Org
More
Profile Page
Salesforce Login (SSO)
Ideas Testimonials
Force.com 50
62 Org Integration
SearchCommunity
Salesforce
Omniture Omniture
Te
chn
olo
gy
Sta
ck
Three Options for Building on Salesforce
Build From Scratch on Force.com Use Salesforce Ideas as the Foundation
Implement Each App Separately
Ideas Base Theme: Proof of Concept
Wanted to Extend the Base Theme
1. Multi-Site Administration
2. Enhanced Profile Pages
3. Site Stats, Reputation System & Leader Boards
4. Subcategories
5. Category Descriptions
6. Search
7. More Page
8. Email Alerts & Email to Apex
9. RSS Feeds
10. Stylesheet Customization
11. Twitter Integration
12. Data Migration
13. Salesforce-to-Salesforce Integration
14. Single Sign-On
15. Omniture Tracking
Engaged a Salesforce Partner to Help
Multi-Site Administration
Site Setup Object with Multiple Records
One Set of Visualforce PagesDifferent Sites for Ideas, Blogs, Testimonials…
Enhanced Profile Pages & Reputation System
Email Alerts & Email-to-Apex
Email Response
Detail Page Email Notification
Automatically Posts a Comment
New Comment Triggers Email
Stylesheet Customization
How Long Does it Take• About 40-50 hours provided the re-skin was only moderately complicated and
the graphics were pre-made and prepared. Once you’ve done it once you could probably shave 10-15 hours out.
• If you needed to cut-up and prepare the graphics also, you could add 20-30 more hours depending on your proficiency with Photoshop or graphics tool.
What Skills are Required• Intermediate level of skill with CSS and a working knowledge/understanding of
apex tags. It’s recommended that they use Eclipse for development and Firefox Firebug to work out the CSS issues.
Single Sign-On Authentication
Salesforce to Salesforce
Sites OrgCRM Org
Erica KuhlCommunity Manager
Role of a Community Manager
Top 10 Tips to Build Your Volunteer Army
1. Google Site: Post best practice resources, upcoming trainings, and key contacts for each of our social media properties
2. Best Practice Tip Sheets: Produce best practice tip sheets for things like “recording and promoting your YouTube video”
3. Social Media Guidelines: Work with legal to define and maintain our social media guidelines
4. Training and Certification: Write the decks and hold training classes for employees at least once a month
5. Administer Accounts: Add/Remove new users, accounts, and categories to the site
6. Managing Content: Work to keep content fresh and maintain quality
7. Active Moderation: Enlist the help of others and serve as the point person for escalations
8. Build Adoption Dashboards: Track which groups are most active on the community
9. Reach Out to Advocates: Define programs to engage top contributors from the community
10. Tell Our Story: Attend social media conferences to stay on top of current trends and tell our story
Easy-to-Remember URLs
www.gettingstarted.salesforce.com
www.blogs.salesforce.com
www.answers.salesforce.com
www.ideas.salesforce.com
www.features.salesforce.com
www.testimonials.salesforce.com
www.usergroups.salesforce.com
Site Setup
Driving Participation
CRM Integration
Leaderboard
Community Moderation
Salesforce Search
Salesforce Search
Sub-Category
Follow Us Tab
Answered Question
Detail Page
USER GROUP SCREEN SHOT NEEDED
Jamie GrenneySr. Director of Social Media
How Do You Measure Success?
Inbound Referrals
Unique Users
Page Views
Pipeline
Traffic: Unique visitors & page views month over month
Broad Participation: Quantify and grow the percentage of customers, partners, and employees using the community
Targeted Participation: Identify key contributors from the community and run programs to recognize and retain them
Website Usability: Improve Opinion Lab Scores by x%
Logins
Posts
Votes
Comments
Website Usability
What Licenses Do You Need?
• Administrators and Developers need an Enterprise Edition License to Customize the App
• Anyone moderating the community, looking up customers, or running reports also needs an Enterprise Edition License
Enterprise Edition
• Visitors can browse the site anonymously as guest users using Salesforce Sites
• First 1M page views per month included with EE
Sites
• To post, vote, comment you must login
• On average, 10% of your total visitors will log in.
• Portal users are $1 a year (named user model)
• In some cases usage based licenses is more appropriate (0.25/login) for Ideas only
Portal Users
Engage Professional Services for Help
Development Creative Implementation / Site Branding
Salesforce Configuration
Ideas Base Theme Configuration & Customization Ideas Base Functionality (create, vote, comment)
Multi-Site Administration
Custom Homepage
Profile Photo & Idea Image Upload
Profile Search
Idea Sub-Category Support
Site Metrics & Leaderboard
Email-to-Comment & Email Alerts
Test & Deploy
Discovery & Definition Audience Assessment
Community Usage Modeling
Feature Definition & Design
Information Architecture / Sitemap
Creative Designs
Follow Us on the Blogs
Jamie Grenney@JamieGrenney
Erica Kuhl@Erica_Kuhl
Questions?
