The Basics of B2B SocialSherri Maxson

Senior Vice President, DMI

@smaxson

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.

Place

Customer or

Partner logo in

white area of

slide, centered

Sherri MaxsonSVP, Communications @ DMI

B2B – Building value-driven relationships requires we think about the customer needs

“The company is developing value-driven relationships with its existing customers as well. “We’ve

been incubating and developing our next wave of customer loyalty,” says Comstock, “aligning

ourselves to how our customers make money. Our basic thesis is that if we can make their business

run better, they’re going to be more loyal and have preference for us and value our products. That’s

the next frontier.” Beth Comstock, GE Forbes Built To Last: The Secret To Long-Term Customer Relationships

“Be truthful and keep your commitments. You can really grow your business and career in this way

because people are not looking for you to be perfect. They simply want to do business with

someone they trust and who has their back.” Pyschology Today

“Do onto others as you would have them do unto you” Golden Rule

“If want a good friend, be a good friend” - Dr. Phil

But, companies talk more about themselves and their products

“80% of the companies were primarily focused on

themselves, with information on products and

features but little in regard to the issues their

customers might be facing”

Advertising Age “Marketers Still Struggling To Get Results From Content Marketing” July 2014

91% of B2B marketers use content marketing, but only 37% say its “effective” Forrester

Customers are 57% complete with their purchase even before they call. They are seek out online content, conversations and ratings & reviews to help influence who to call

We need to listen, build relationships and engage in real time, to drive the content & conversations which serve our customers

Listen

Engage

Act/Amplify

Measure

Use to

introduce a

demo, video,

Q&A, etc. Listen

LISTEN: What are your customers saying about your company, products and services?

LISTEN: What are they saying about themselves?

• Grainger’s customers say “Know Me. Know

my business. Make me look like a hero”

LISTEN: Do you know what your customers need along the B2B purchase journey?

Education

&

Thoughtleadership

Solutions & Product

Suitability

Credentials & Decision

Support

• What’s my problem?

• How do I fix my problem?

• Are you right for me?

LISTEN: Do you know where your customers spend their time to to help you deploy your content & engagement strategies appropriately?

Use to

introduce a

demo, video,

Q&A, etc. Engage

Engage: Build community to create products and services they love

ENGAGE: Create content that’srelevant

• Miller Electric stays laser focused on what

its customer know best – welding

ENGAGE: Engage in events they care about

• Grainger drives 25M organic impressions at its annual Grainger Show

by engaging in real time content and conversations with customers, suppliers

& employees.

Engage: Provide them information they need

Use to

introduce a

demo, video,

Q&A, etc. Act & Amplify

AMPLIFY: Amplify content across the consumer journey using a variety of tactics

PAID

OFFLINE

EARNEDOWNED

AMPLIFY:

• IBM nails their

social business

campaign leveraging

organic reach by

activating

their brand

advocate network

Use to

introduce a

demo, video,

Q&A, etc. Measure

MEASURE – Measure the metrics that matter, but listen first

Exposure

Influence

Engagement

Action/Conversion

$

Custo

mer

Loyalty &

Rete

ntion• Impressions, Reach

• Sentiment, Influencer rating

• Social Actions

• Site traffic, downloads,

webinar attendance

• Sales, brand equity,

decreased product cycles

MEASURE & OPTIMIZE

•Listen to your customers - What do they need from you?

•Deliver relevant content and engage where your customers are

•Use paid media to drive reach and scale – this is the new (print/TV/OOH)

•Think outside digital marketing when amplifying content

(brand advocates, trade shows, events, webinars)