Marketing Your App for the Social Era

Rachella Grossi, salesforce.com, Sr. Manager, Partner Marketing @rachellazg In/rachellazg

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How to Market Your App in a Social World?

Marketing Your App for the Social Era

Nail the message

Be part of something

bigger

Go social

Optimize your demand

generation

Reebok Differentiates with CrossFit

Salesforce.com Differentiates with Social

Customers love it!

Business is social

Marketing is aligned

The Future of Enterprise Apps: Social and Connected

Social Businesses

are Born

Lip Service From

Dinosaurs

Evolution to Next Cycle

Industry Matures

Year 1 Year 3 Year 5 Year 7 Year 9 Year 10

Leaders are Established

Re-Imagine Your App Social and Connected

Marketing Your App for the Social Era

Nail the message

Be part of something

bigger

Go social

Optimize your demand

generation

What is Your Simple and Concise Value Proposition?

Fill in the blanks :

For _____________________________ Like ____________________________ Who ____________________________ Our Product ____________________ Is a _____________________________ That Provides ___________________ Unlike __________________________ Our Service _____________________

Make it the Right Pitch in the Right Voice

Aloha Business-speak

Salesforce.com Voice: Aloha Be conversational

Be direct

Be concise

Some Aloha Examples Be Conversational: We enable collaboration by securely and effectively connecting people and business

information systems within enterprises and across enterprises. Collaborate in real time, from anywhere.

Be Direct: We offer a broad portfolio of products and services to enable public, private, and hybrid clouds that enable customer choice. Cloud computing makes your business more profitable.

Be Concise: We are redefining how business solutions empower people for greater success, predict potential issues and opportunities, and enable organizations to expand the possibilities for competitive advantage. Supercharge your sales. Bring social intelligence into your sales process.

Marketing Your App for the Social Era

Nail the message

Be part of something

bigger

Go social

Optimize your demand

generation

The Power of an Integrated Strategy

Events

Marketing Campaign

Social Media

Internal Communications

Website

Advertising

Partnerships

Digital PR

Best Practices for PR Success

1.  Reporters are writers

2.  Customer success

3. Metaphors

4. Get social

5.  Keep salesforce.com in the loop

Create Awareness and Demand at Events

Build your events strategy

Don’t miss salesforce.com events

Market with SEO, SEM, and Retargeting

•  Measure your SEM

•  Follow SEO best practices

•  Use retargeting

Visitor comes to your site

They learn about your products but leave before

purchasing

Retargeting displays your ads on sites they visit later

Optimize Your Lead Follow-Up with Sales

Keys to conversion success •  Nurture emails

•  Alignment with sales

•  Quick follow up

•  Equitable lead distribution

•  Clear conversion criteria

•  Multi-touch approach

Marketing Your App for the Social Era

Nail the message

Be part of something

bigger

Go social

Optimize your demand

generation

Engage Your Customers Where they Are

And Share Awesome Content

Customer stories

Videos Infographics

Campaigns

Rebecca Corliss Head of Content & Social Media, HubSpot @repcor

HubSpot’s Social Growth in One Year

85% increase in Twitter followers

340% increase in LinkedIn followers

500% increase in Facebook likes

HubSpot Saw a 217% Increase in Leads from Social

July, 2011 August, 2012

Become a Reliable and Valuable Social Outlet

Optimize Content for Sharing

Follow through with Valuable Calls-to-Action

Rachella Grossi

Senior Manager, Partner Marketing

@rachellazg

Rebecca Corliss

Head of Content and Social Media

@repcor

ISV Kickoff: Getting Started How to Architect & Design Your App Designing Social Apps (Workshop)

Extend Your Commercial Force.com App Team Development and Release Mgmt Building Secure Applications in the Cloud

Distributing & Licensing Your App Automate Your App Sales

Expanding Your Marketing Reach with AppExchange Marketing Best Practices in the Social Era Mastering the Direct Sales Model Selling Social Apps

How to Support Your Customers ISV PM Product Roadmap

DF12 ISV Success Sessions Great sessions for each phase of the lifecycle

Build Distribute Support Sell Plan

Follow sessions and join the Partner Success Group on

Why Work With a PDO A Few Reminders. . .

Survey (Session Record)

Partner Success Experts Innovation Theater and Lounge 1:1 Success Clinics Innovation Theater and Lounge Need to relax? Have a massage!

Check out the Partner Hub

Cloud Crawl (Thursday Night) 540 Howard Street

@partnerforce Follow us on Twitter

Why Work With a PDO Partner Hub – Speaker Debrief

Welcome Desk

Partner Success Clinics

Speaker Debrief

Area