The 6 principles of social media marketing are: 1) Social listening to understand customers, prospects, competitors and online reputation, 2) Creating valuable social content to build trust and encourage sharing, 3) Engaging audiences across multiple social channels to make customers feel special, 4) Amplifying messages with social ads by promoting successful content, 5) Establishing metrics to measure business goals and optimize tactics, and 6) Scaling efforts through workflow automation and process.

1. 6 Principles of
Social Media Marketing
Jeffrey L. Cohen, Manager, Content Marketing
Salesforce Marketing Cloud
@jeffreylcohen
/in/jeffreylcohen
#MarketingCloud

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3. Social Media
is changing
everything.
- Everyone, everywhere

4. 1
Social Listening

6. Social Listening
• Your company
• Customers
• Prospects
• Competitors
• Industry
• Online reputation
• Crisis
• New employees
• Influencers
• New market and product
opportunities

7. Social Listening - Examples
30,000 Twitter mentions
per month
Empowering
customers

8. UseSocial Listening to
solve a business
problem or answer a
specific question.
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@JeffreyLCohen #marketingcloud

9. 2
Social Content

11. Social Content
• Valuable
• Educational
• Actionable
• Relevant
• Sharable
• Builds trust
• Images
• Videos
• User-Generated

12. Social Content - Examples
Marketing Cloud Ebook
• 22,000 Views
• 2,000 leads
300,000 Likes
110% in Engagement

13. Social Content needs
to provide value and
encourage action.
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@JeffreyLCohen #marketingcloud

14. 3
Engagement

16. Engagement
• Make customers feel special
• Tell compelling stories
• Be authentic
• Help customers
• Use multiple channels
• Ask your audience to engage
and share
• Engage across departments
• Use a CRM system

17. Engagement - Examples
13,000+
resolved
issues

18. Engagement needs to
provide value and
encourage action.
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@JeffreyLCohen #marketingcloud

19. 4
Social Ads

21. Social Ads
• Promote well-performing content
• Have a strong call to action
• Entice your audience to share your message
• Encourage peer-to-peer recommendations
• Gather information about potential customers
• Encourage participation in contest and promotions
• Work to reduce cost-per-click
• Promote likes

22. Social Ads - Example
Reduced Cost of Conversion 88%
Increased Sign-ups 620%
Increased Click-throughs 26%

23. Amplify your company
message with Social
Ads by promoting
successful content.
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@JeffreyLCohen #marketingcloud

24. 5
Measurement

26. Measurement
• Start with business goals
• Metrics vs. tactics
• Testing and optimizing
• Sales and leads
• Customer satisfaction
• Customer service

27. EstablishMeasurements
of success for your
social media activities
before beginning.
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@JeffreyLCohen #marketingcloud

28. 6
Workflow & Automation

30. Workflow & Automation - Example
Actionable Internet
Mentions:
• Case
• Query
• Rant
• Rave
• Lead
• RFE
• Fraud

31. Scale your social
media efforts in two
steps. 1. Create a
Workflow. 2. Set up
an Automation
process.
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@JeffreyLCohen #marketingcloud

32. Social Media Marketing
• Social Listening • Social Ads
• Social Content • Measurement
• Engagement • Workflow & Automation

33. Thank You!
Contact us at www.salesforce.com/marketing-cloudor:
facebook.com/marketingcloud
@MarketingCloud
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