Marketplace community engagement via Twitter – the Salesforce AppExchange way

close up of dj controller

A picture can paint a thousand words, but what about a tweet? It is difficult to tell the whole story in just 280 characters. However, Salesforce’s AppExchange‘s Twitter account as a whole certainly gives a good overview of the marketplace and the associated ecosystem. The account is definitely one to follow. It’s engaging, and gives its followers plenty of variety, human interest, and information. Here are some great tweets that we think showcase the operational elements and demonstrate just how the company engages its customers.

An invitation to Demo Jam

Any kind of app store can be daunting to new users. You know there’s good stuff there—but how do you find it? AppExchange has taken the guesswork out of it by hosting a series of webinars called Demo Jams. At each one, AppExchange partners each have three minutes to demo their technology, and bid for the audience vote. There’s an event a month for the next two years, and the tweet provides a link to the webinar sign-up page. Demo Jams also take place in person at events like Dreamforce ’21.

Any kind of app store can be daunting to new users. You know there’s good stuff there—but how do you find it? AppExchange has taken the guesswork out of it by hosting a series of webinars called Demo Jams. At each one, AppExchange partners each have three minutes to demo their technology, and bid for the audience vote. There’s an event a month for the next two years, and the tweet provides a link to the webinar sign-up page. Demo Jams also take place in person at events like Dreamforce ’21.

close up of dj controller
Photo by Cesar de Miranda on Pexels.com

Showing that AppExchange isn’t just about businesses

You might think that AppExchange was targeted largely at businesses. However, a recent tweet links to an article on Medium about the marketplace’s thriving community of third sector and not-for-profit organisations. It shows how AppExchange can help these organisations to access suitable software for scaling up processes, at relatively low costs. This tweet highlights an under-exposed sector, and helps to increase AppExchange’s reach.

Making the company more human

It can be challenging to make a tech company feel a bit more human—but it is an important way to engage with customers. One way is to highlight and profile the people involved in the ecosystem, to put faces to the apps and partner companies. A recent tweet from AppExchange shared a blog post of a profile of Nadina Lisbon, a Salesforce MVP.   

Highlighting how AppExchange can help

The apps on AppExchange have a wide variety of purposes, and it can be hard to find precisely what you want. Fortunately, there are plenty of blogs and tweets to help, whether you are looking for support with business transformation or geoanalytics, the art of using geography to provide additional insights to improve business processes.

Sharing customer success stories

Sometimes the best way to understand how you might use something like AppExchange is to see what others have done. AppExchange’s Twitter feed shares good news customer stories, such as these on delivery company Deliveroo and family-owned construction company Lindus Construction. The sheer contrast between the two highlights that AppExchange is for everyone.

Promoting partner organisations

The AppExchange Twitter feed also promotes partner organisations by sharing information about how they are helping particular sectors. Examples include this tweet about Avochato, a business SMS service, and how it is helping in the healthcare sector, and this tweet linked to #FollowFriday, showcasing a business with a particular focus. 

Providing signposts, round-ups and recaps of events 

Most business Twitter accounts spend at least some time focused on events—past, present and future. AppExchange is no exception, as this tweet about Dreamforce ’21 shows. Linking to a blog post, it provides access to all the AppExchange-related content from the event, as a resource for both Salesforce teams and partners. The recap covered profiles of AppExchange Trailblazers, a curation of popular sessions and the highlights from Demo Jam.

Highlighting tweetchats and information sharing

Tweetchats—sometimes described as a business networking event without the dress code—are a great way of discussing a topic with a group. They can be organised on any topic, and help you to engage with customers and other interested people, at a suitably timetabled moment. AppExchange hosts regular weekly Tweetchats under the hashtag #appy. This week’s event was about email and apps, with invited guest and panellists from within and beyond Salesforce.

Using a catchy hashtag to promote tweets, tweetchats and brand awareness

We are all aware that choosing the right hashtag is crucial for success. Remember McDonald’s backfire with #McDStories—and the flood of bad news stories that were promptly shared? AppExchange has picked a great option, however: #appy. Short, easy to remember, and rather sweet too. The company uses #appy to link its tweets, and publicise its regular tweetchats. The hashtag is also used to brand merchandise such as hoodies, with slogans such as Oh Appy day.

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