@SFDCFoundation

/Salesforce.comFoundation

@SFDCFoundation

/Salesforce.comFoundation

Maximizing Your Impact with Social Media

Lessons Learned with UNICEF and charity: water

May 8, 2013

Advertise Listen Publish

Featured Presenters

Miriam Weidner Product Marketing Marketing Cloud

Sebastian Majewski Impact and Analysis

Coordinator UNICEF

Paull Young Director of Digital

charity: water

Agenda

•  Marketing Cloud Overview •  charity: water-Social Media Best Practices

•  UNICEF-Measuring Social Impact Using Social Media

•  Q&A

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.

Social Media Has Changed Marketing Communication Forever

Engaging Transparent Targeted

Unsolicited One to many

Untargeted

The Largest Shift in 60 Years

Old Way New Way

Social Media Value for Non Profits

•  Grow Community

•  Find Influencers

•  Recruit Volunteers

•  Increase Donations

•  Connect With Like-Minded Organizations

5/9/13

•  Promote Events •  Manage Reputation •  Be A Resource •  Uncover Community

Insights

Fundraising Trends and Opportunities

2X

Source: M+R and NTEN

People Expect Non-Profits to Engage In Social

Source: M+R and NTEN

Challenges With Social

Don’t Know Where to Start

Lack Compelling Content

Not Integrated with Sales & Service

55% of CMOs find it

hard to link social to sales

150MM Brand

Conversations Daily

35% of CMOs

overwhelmed creating fresh content

Sources: Twitter Chief Marketer 2012 Social Marketing Study IBM from stretched to strengthened

Team Efficiency, Collaboration and Measurement

Create Awareness that Drives Leads

+1.2b People on Facebook

and Twitter

#1 in Social Marketing

#1 in Social Listening #1 in Social Publishing #1 in Social Advertising

Listen Publish Advertise

We Help you Measure and Achieve Results

Understand Your Customer

Create Content Marketing

Drive Business Results

Increase in sales for Gatorade

+59%

Improved Campaign

Effectiveness 75% Reduced case response time for Symantec

10% 31% More sales from social sharing for

Body Shop

Sources: Datamonitor Marketing Cloud research Facebook & Datalogix Symantec

Target & Optimize Social Ads

+3X ROI for

Facebook Ads

Wednesday, May 8, 13

END THE WATER CRISIS.

Wednesday, May 8, 13

REINVENT CHARITY.

Wednesday, May 8, 13

800 MILLIONPEOPLE DON’T HAVE ACCESS TO

CLEAN, SAFE DRINKING WATER.

Wednesday, May 8, 13

Wednesday, May 8, 13

Wednesday, May 8, 13

Wednesday, May 8, 13

Wednesday, May 8, 13

HAND-DUG WELL. RAIN CATCHMENT. POND FILTER.

BIOSAND FILTER.SPRING PROTECTION.DRILLED WELL.

Wednesday, May 8, 13

Wednesday, May 8, 13

WATER CHANGES EVERYTHING.

Wednesday, May 8, 13

Wednesday, May 8, 13

INSPIRATION: MOST IMPORTANT PART OF

OUR DIGITAL STRATEGY.

Wednesday, May 8, 13

“THERE ARE BRANDS OF TOOTHPASTEPEDDLED WITH MORE SOPHISTICATION

THAN ALL THE WORLD’S LIFE SAVING CAUSES.”- NICK KRISTOF

Wednesday, May 8, 13

1.3 million followers 65,000 followers242,000 likes

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MYCHARITYWATER: MAKE OUR STORY, THEIR STORY.

Wednesday, May 8, 13

Wednesday, May 8, 13

$RAISE

INFLUENCE

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SEE YOUR IMPACT: DIGITAL CUSTOMER EXPERIENCE.

Wednesday, May 8, 13

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QUESTIONS?@PAULLYOUNG

@CHARITYWATER

Wednesday, May 8, 13

1 1

Maximizing Your Impact with Social Media: Lessons learned with UNICEF

Radian6 Webinar: 08.05.2013

Speaker: Sebastian Majewski - @sebmaje

2 2

Social Media Monitoring as a

research methodology

3 3

The Challenge: Information is delivered in knowledge chunks.

4 4

5 5

The Monitoring Approach

•  Social media conversations offer the richness of qualitative research and the sample sizes of quantitative research in real time.

•  How do we detect digital smoke signals?

6 6

Types of monitoring

7 7

Evidence-based Marketing:

8 8

Rules are changing: The understanding of

perceptions is nuanced.

9 9

Men  tend  to  be  more  concerned  with  topics  that  focus  on  the  bigger  picture.  

Women  tend  to  be  more  concerned  with  granular  topics,  focusing  on  direct  cause  &  effect.  

59%  

58%  

54%  

51%  

48%  

42%  

41%  

37%  

41%  

42%  

46%  

49%  

52%  

58%  

59%  

63%  

Developmental  DisabiliEes  

Unnecessary  

Side  Effects  

Chemicals/Unnatural  

Distrust  Government/Industry  

Religion/Ethics  

Efficacy  

Western  Plot  

Female   Male  

10 10

Rules are changing: Social Media triggers

Traditional Media.

11 11

12 12

hTp://youtu.be/ZMD1R4uSrCU    

13 13

Rules are changing: The need for real time

engagement.

14 14

Need for real-time engagement.

15 15

Future Challenge: How can we engage with

millions of users in real-time?

16 16

Thank you for your attention.

Sebastian Majewski Impact and Analysis Coordinator

UNICEF - Social and Civic Media Section Twitter.com/sebmaje