Free Publicity! Lessons from the Experts at Salesforce.com

Gordon Evans & Katy Dormer, salesforce.comAndrew Schmitt, OutCast Communications

gevans@salesforce.comkdormer@salesforce.comandrew@outcastpr.com

Track: Best Practices: SMB

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Welcome!

Andrew Schmitt, OutCast Communications

Katy Dormer, salesforce.com

Gordon Evans, salesforce.com

Four Components of PR

Salesforce.com’s Role in PR

Next Steps

Today’s Agenda

How do you become a PR powerhouse?

Meet Joe and PhotoFly. . .

Joe owns Photofly, a

company with 48

employees

Photofly is an online

photo service

Launching Photofly 2.0

in 3 months

How does Photofly get

attention for their

launch?

Four Components of Public Relations

The Playbook – The media strategy

The Teams – The hacks and the flacks

The Play – Executing on the media strategy

The Final Score – Measurable results and

how they are continuing to make progress

with this transition

The Playbook – The media strategy

X

X

X

X

X O

O

OO

O

Coverage

The Playbook – The media strategy

X

X

X

X

X O

O

OO

O

Coverage

Define the company

Define the message

Define the audience

Define success

Research, Research, Research

What does this mean for Joe and Photofly?

Photofly’s media strategy

X

X

X

X

X O

O

OO

O

Coverage

Define the company

Define the message

Define the audience

Define success

Photofly is an online photo sharing service

Photofly 2.0 is the first major upgrade of the service

Publications & reporters covering the industry

PhotoFly 2.0 is Number 1 for Facebook Users

The Teams – Hacks and Flacks

No longer the “His Girl Friday” CrowdThe Internet and bloggers have changed the game

The Internet

can make

anyone look

like a big fish

The Players – The Eternal Conflict

“If they want you to print

it, it’s publicity. If they don’t

want you to print it, it’s

news.”

Press

“Everyone will be

famous for 15

minutes.”

Publicists

Photofly’s Media Landscape

X

X

X

X

X O

O

OO

O

Coverage

Research what publications are covering major competitors like Flickr

Research appropriate verticals

Identifying most influential reporters in the space

The Play – Executing your media strategy Press Releases

Illustrate your story

References

Awards and Speaking Programs

What will make you stand out?

Practice makes

perfect

Press Release – Step by Step

Not Just the Facts – But Your Message as Well

Demonstrate Leadership

Communicate the “so what” factor. What can be

done now that couldn’t be done before?

Provide ROI and Metrics

Quotes from analysts and customers

Make sure the messages are reflected in

everything

Executing Photofly’s Media Strategy

X

X

X

X

X O

O

OO

O

Coverage

Press Release Photofly 2.0 brings photo sharing to the next

generation

Illustrating the story Demo of new release that clearly illustrates value

proposition

References Customers in beta program and industry analysts

Wow Factor Giveaway contest

The Final Score – Results/Coverage

Not ALL

coverage is

good coverage

How does Salesforce CRM and the Force.com platform help achieve PR goals?

Salesforce is the Coach

Getting the Big Picture

Press release calendar

Google calendar

Industry calendars

Press Release Pipeline

Google Calendar

Speaking Calendar

Salesforce is the Coach Managing all media contacts in

Salesforce

Combining this information to better track

results

Managing Media Contacts

Dashboards and Analytics

How do you get started?

AppExchange and PR applications

IdeaExchange

Post your ideas for new features on

Successforce Ideas, or build them

yourself with Apex

Questions?

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Thank You!

Gordon Evans & Katy Dormer, salesforce.comAndrew Schmitt, OutCast Communications

gevans@salesforce.comkdormer@salesforce.comandrew@outcastpr.com