Facebook Marketing:

Maximizing Your Time and Money

Marketing Professionals

Marcus Nelson, Salesforce.com @marcusnelson

Clara Shih, HearsaySocial.com @clarashih

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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended April 30, 2011. This 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.

Marcus Nelson

Director of Social Media

@marcusnelson

of US adult Internet users

are on Facebook

billion minutes spent on

Facebook per month

Last year that number was 150 billion minutes

Facebook is consuming people’s time

Facebook is the largest login provider

Fan Pages

Never return to your page

Harsh truth

Source: http://pagelever.com

Access to their newsfeed Remember, they don‟t come back to your page.

So what’s the value?

of comments & likes come

from newsfeeds Source: http://pagelever.com

This is why we need the ‘like’

Getting posts into the

newsfeed is critical to

building impressions

Edge Rank

Edge Rank is Facebook’s algorithm

Ranks on relevancy

Shows 3-5 most interesting posts (FB randomizes it slightly so it doesn‟t seem so stalkerish)

The majority of fans NEVER see your

status updates

How does Edge Rank work?

Affinity score

– the affinity between the user and the creator of the item

– number of times the users profile was checked

Weight

– comments & likes add points

– my comments are worth more than those of my friends

– comments are worth more than non-friend comments

Time Decay

– as time passes, stories lose points

You can’t SPAM it as hard as you may try

EdgeRank is between an object and a user

unlike SEO, an EdgeRank score is different for each user

No such thing as generic “Edge Rank score”

the architecture of the algorithm makes it impossible

Real-time score

competes with everything in newsfeed… as long as a status

update is in the top 3-7 posts, you‟ll probably be shown until

time decay reduces points OR other posts push you out

Note: Mobile uses “Most Recent” which makes up 30% of users

Clara Shih

Founder and CEO

Bestselling author, The Facebook

Era

@clarashih

Launch

from beta

Wrote 1st

social media

business book

Faceforce

“kickstarts the

social business

movement”

Raise $18M Series

B from Sequoia

and NEA

Facilitated

Guinness

World Record

for Facebook

“likes”

Founded

Hearsay

Social

About Hearsay Social

Top Enterprise Challenges on Social

Which of my

employees are on

social media?

How do I protect

my brand and

get compliant?

How do we make

money using

social media?

How do we measure

and integrate our

efforts?

About Hearsay Social

• Enterprise leader in social media page management

• Enables reps to compliantly capitalize on LinkedIn, Twitter, Facebook, and Yelp

• Cash-flow positive and backed by Sequoia, NEA, Steve Chen, FB execs

• LinkedIn, Twitter, and Facebook Preferred Partner

1. Think and act like a consumer

2. Facebook Pages are the new website

Website

+ Control the experience

+ Full customizability

Facebook Page

+ Easy to update

+ No SEO/SEM required

3. Schedule and target your posts

4. Amplify your message through local

5. Don’t forget about compliance

don‘t let this be you!

Key takeaways for this session

Your goal is to get customers to „like‟ your page

Create content your fans want to engage with

Edge Rank is Affinity Score, Weight, & Time Decay

Think and act like a consumer

Schedule and target your posts

Amplify your message through your sales force

Don‟t forget about compliance!

Questions & Answers

Marcus Nelson

Dir of Social Media @marcusnelson

Clara Shih

Founder and CEO @clarashih

NY Times-featured bestselling author of

The Facebook Era

Book signing immediately following

http://facebook.com/thefacebookera