Salesforce.com delivers Cloud-based enterprise applications. It also enables independent software vendors (ISVs) to build and host their own cloud-based applications on its platform. Recruiting ISVs is a key part of Salesforce.com’s growth strategy, and it needed a way to create an ongoing stream of potential ISV partners. It knew that, to persuade ISVs to develop and host their apps on the Salesforce.com platform, it first needed to cultivate their trust.
Social media offers considerable potential for ongoing relationship-building even greater than a series of tactical communications or events – and at much lower cost. Using our successful community builder model we leveraged the LinkedIn platform to build, engage and nurture an active community of prospects using a full-time, actively-engaged community manager to facilitate the process. Thus the “ENTERPRISE APPS REVOLUTION” LinkedIn community was born.