The document discusses how the Salesforce Marketing Cloud can help companies better utilize social media for marketing purposes. It notes that nearly 70% of car buyers are influenced by online reviews and social media. It then outlines how the Marketing Cloud provides a unified platform for listening to social conversations, creating engaging content, amplifying the best performing content through paid social ads, and integrating social profiles with CRM systems to turn connections into long-term customers. Customer case studies show improved metrics like increased social sales, lower customer acquisition costs, and higher campaign effectiveness.
2. Review of business objectives
Social landscape
How the Salesforce Marketing Cloud drives value
Q&A/Next steps
3. Safe Harbor
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4. Business Objectives
Understanding Invaluable Customer Communities &
Feedback at Mass in Social
Creating and Publishing Compelling Content
Drive Connection and Conversions online
Reporting on Success Metrics
Better Equipped ‘Social Strategy’
5. #1 in Enterprise Cloud Computing
$3 Billion
Revenue
(expected FY13)
37% Annual
Growth
56 Billion
Transactions per
quarter
#1 World’s Most
Innovative
Company 2011,
2012 (Forbes)
#1 Enterprise Cloud
Computing (IDC)
#1 Cloud CRM
(Gartner)
Industry Leader
Growth/Revenue Leader
6. Turn Insight Into Action With The Marketing Cloud
Cloud . Mobile . Social
7. Social Media Has Changed Marketing Forever
Engaging
Transparent
Targeted
Real Time
Unsolicited
One to many
Untargeted
Static
The Largest Shift in 60 Years
Old Way New Way
8. People Are No Longer Faceless Data
Residential
addresses
Email
addresses
Cell phone
numbers
Cookies that
expire in 30
days
9. People Are PEOPLE
Enormous Opportunity:
Listen in real time
Build & engage connections
Turn insight into action
Be more targeted than ever
And Are More Connected Than Ever
10. Marketers Must React
74% 92%
Of CMO’s say
social media is
impacting sales
More likely to
recommend a
product they are
following
11. There’s a Disconnect
Source: IBM CEO Study
Why is it
that over
1/3of
marketing
strategies
include little
to no social
integration?
12. Ineffective
Marketing
Results
Most Companies Struggle With Social Marketing
Fragmented
Marketing
No Unified
Data
Too
Many
Systems
Multiple groups
engaging
Mixed
messages
Customers only
see one brand
Campaigns and
engagement
disconnected
Multiple
measurement
dashboards
No customer
record or profile
Multiple point
solutions
Disconnected
from the
enterprise
Inefficient &
uncoordinated
14. Specialist Tools Solve Small Problems
But Create A Much Bigger One
Too Many Systems
Complicated Landscape
Disconnected from
enterprise
Inefficient &
uncoordinated
178
Average number
of social media
channels per
company
Source: Altimiter Group
15. Companies Lack A Unified View
Disconnected Systems
Not coordinated
Multiple measurement
No single - view
79%
Of companies
run social
marketing in
silos, discretely
or an ad hoc
basis
Source: IBM survey
17. World’s Only Unified Social Marketing Suite
Turn insights to actions and connections to customers for life
18. Proven Leader in Social Marketing
Strong Momentum Customer Success
Market Leadership
55% of Fortune 100
8 of 10 Largest
Advertisers
Thousands of
customers
#1 Forrester Wave
Leader Gartner
Magic
Quadrant
Engagement & Analytics
19. +94%
Improved brand
monitoring
Foundation of Social Strategy: Listening
Listening = Insights
Get actionable insight from over
400 million social sources
Know which social channels are
important to your community
Understand who influences your
industry & why they are important
20. Turn Insights Into Action
Visualize social trends & data
Use social apps & great content to
connect
Listen & engage globally
Make smarter ad buys & amplify
the message
+59%
Improved
campaign
effectiveness
21. “Insights into action”
What
content
should I
publish?
Where &
when should I
publish it to
increase
engagement?
What ad
creative
should I
run? Who are my
influencers
and how
should I
engage
them?
How has this
person
engaged
with me and
how should I
respond?
Insights
23. Insights = Engaging Content
Turn insights to actions and connections to customers for life
Use insights to build targeted content that drives
engagement
Create a branded personality beyond product
Build true connections to customers
27. Respond & connect with customers on their platform
of choice
Create scale with workflow & integration with CRM
Grow your community of advocates & fans
Engagement = Connection
Social media
users who
receive great
service tell an
average of 42
people
29. Amplify Compelling Content
Turn insights to actions and connections to
customers for life.
Manage & execute optimized social ad
campaigns
Turn awesome content into social
compelling ads
Max ROI on Paid Advertising
Social Profile
32. Track results in one application
Adapt campaigns in real time
Use data to create new campaigns with
proven results
Only 10% of
marketers are
accurately
measuring
social ROI
Track social ROI
33. Bring it all together with actionable data and
analytics
34. Social
Profile
Turn insights to actions and connections to
customers for life.
CRM Integration: Align Sales, Service & Marketing
Build social customer profiles
Route social insight across your company
Listen at social scale and speed
82%
Adult Internet
users are reached
by social media
35. 1
2
3
4
5
6
Listening for Trends
and Sentiment
Distribute Content to
Social and Web
Presences
Which Content is
positively trending to
Amplify
Measure Results
Align Sales, Customer
Service and Marketing
Build Out Social
Content
So how do we make it happen – a recap
36. Turn Connections Into Customers For Life
+44%
Increased
social sales
Build unified social profiles of your
customers
Leverage social networks for insight
Integrate with Sales Cloud &
Service Cloud
38. Customer Success Across Every Metric
Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-
party, MarketTools Inc., on 800+ customers randomly selected.
+59%
Improved
Campaign
Effectiveness
Kim Edmonds & Tiffany Hsu SUBARU Client ChallengesGood afternoon…Kim Edmonds– Acxiom – Managing Global Client ServicesWhen we last met, we talked about some of the challenges ACXIOM is facing with respect to managing social for your client SUBARU. Based on that conversation and several with your other offices in Little Rock and San Francisco, I want to take you through the Marketing Cloud to give you an idea of how we can help you scale and improve the quality and engagement of the brand experience. I think you’ll quickly see this can be applied to most of your other accounts too. So…. Let’s take a look at the agenda…..
AgendaBusiness Objective Social Landscape MC Drives Value Q& A Ok Public Comp.. I’d like start by reviewing the business objectives we spoke about at our last meetingFrom there, I’d like to take you through the social landscape that exists today, then finally how the SF MC drives value and helps you accomplish your objectives.Does this look OK to you?Great. Because we’re a publicly traded company, everything we talk about today….
Public Company NYSE / CRM Safe Harbour Forward Looking StatementsThis is where I remind you that SFDC is a publicly traded software company listed on the NYSE under the ticker symbol of CRM. Our safe harbor statement can also be found our website… in essence this says that this presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions, and if that’s fine- lets dig in
ObjectivesLet’s start by reviewing your objectivesUnderstanding Invaluable Customer Communities & Feedback at Mass..Creating consistent & Compelling Content across multiple channels.Drive Conversations & Conversions OnlineReport on Success MetricsBest in class social strategyDoes this cover all your objectives?OK. Let me start by telling you a little bit about Salesforce.
Mark B & Cloud Computing 3 B run rate #1 Cloud Computing Forbes Let me start on why I’m excited to be part of this company and here today to talk to you.For the last 13 years, Marc Benioff has been delivering a message of how business is changing and cloud computing is coming. Salesforce.com pioneered the SAS business model and as you can see from the above growth and results – $2Billion in revenue in FY12 and $3 Billion in expected revenue run rate for FY13.The transition is happening and SFDC is # 1 in Enterprise Cloud Computing, You can also see that the industry has responded to Salesforce.Forbes said we're the number-one most innovative company in the world. And Fortune Magazine rated us as one of the world's best places to workAnd one of the key tenets of the Enterprise Cloud Computing model is driving Customer success. With a subscription model, we are entirely focused on customer success since our business depends on customer renewels- it’s part of our DNA and it’s all about keeping EDELMAN DIGITAL and your clients as customers for life.Let’s take a look at the Enterprise adoption of social networking….
MC – Help You & SUBURU Social EnterpriseCustomers Social SF Proven Track Record…The Marketing cloud, which can help you be the rockstar in helping SUBURU become a socially connected enterprise. Salesforce is the leader in delivering enterprise solutions on where and when customers are doing businessAnd today, the customer is socialWith that in mind, SF is using a proven business model to help companies adapt to this shift to Social.Lets look at how social has changed marketing
People Faceless Data but Opportunity People are peoplePeople are Not just Faceless Data ........The world of social has so much important information you can gather about your clients customers. You need to take advantage of the information and completely transform the way that you’re engaging your clients customers. People are people and .......
Connected Social World Connected Real Time Engagement Targeting & ROIwe're more connected than ever.These Insights create opportunity. (Think about the customer that tweets about the great Test Drive - how can you then build on his individual experience to Market and Drive sales. With Social Insights we have the ability to be more targeted and drive Real ROI There is huge opportunity to interact with your clients customers like never before and build connections that drive sales.Marketers ....
74% CMO impacting Sales 92% Customers Recommend Product FollowingBecause Social is impacting Sales 74% of CMO’s say that social media is having an impact on sales AND 92% of consumers say they are more likely to recommend a product they are following. Wow, this sounds like a great opportunity, but wait…
1/3 Campaigns No Social 68% CMOs Unprepared Why, 3 reasons…..We were shocked to find only one third of all marketing campaigns have a social component? Why is that? Why is it that 68% of CMO’S say they feel completely unprepared for social? Remember that fragmented approach we talked about.Well there are a lot of reasons but there are 3 main drivers….
Fragmented Marketing Unified Data Tools & Channels Why?And those are: Fragmented Marketing, No unified Data, and Too many tools.fragmented inside the enterprise. Multiple groups doing their own thing often with mixed messages being delivered to the consumer. This creates some confusion and distrust with the customer.*There’s also a lack of consistent Messaging. There’s multiple touch points and measurement dashboards that struggle to tell one overall story. ,Then there’s the fact that there’s multiple channels, multiple tools. Literally hundreds, if not thousands. This creates confusion as to which tools to actually use.*all about content creation and content distribution. The challenge and the opportunity lies in getting the rightcontent to the right people at the right time. That’s the power of social.Why Is there confusion?
.Because Multiple People Across Enterprise Customers & Multiple Channels Consistency your Tool Kit?…because the information spans into multiple people across the enterprise who are creating content from different points of view. Consider all the different channels, Facebook, Twitter, Google+, Linkedin, and on and on and on.People interested in SUBARU use all of these channels. Different demographics use different channels.Acxiom is trying to help SUBARU create consistency with the channels used, the message delivered, and the content created.So what exactly is in your toolkit?
Specialist Tools Fragmented Data The problem is…. there are hundreds of specialist tools out there trying to solve various pieces of social marketing. You have multiple listening tools, multiple publishing tools, multiple engagement tools.The bottom line is that many agencies have piecemealed the social strategy together for their clients with out a frame work to rely onMultiple tools only further blur the lens and add to the confusion
without Unified Solution / Insights? Brand Interests vs EngagementPower of Social -Right Content to Right People Subaru ‘s Presences…Without a unified view, it’s hard to get true insights.Today, there’s very little social strategy based on social contentInsights need to go beyond a brand’s interests, and demographics. More importantly the need to help a company understand what content drives the highest level of engagement, what content is getting shared virally, what content is driving Conversations & Connection to the Brand? Let’s take a look at Subaru’s online Social Presences
Multiple Presences Management? Solution?Managing all of these sites is a big investment of time and energy…. Even if it’s a combined effort. Not to mention Inconsistent Messaging and the potential loss of brand control. So how can Acxiom respond to this? What the solution?? the world's first and only unified social marketing suite.......
… Salesforce Marketing Cloud. 6 Areas Listening to CRM Listening Content promote Engagement Ads Measurement CRM SuiteThe only suite that does everything from social listening to CRM integration. And provides you a platform which you can build and execute your social strategy, And there are six key areas of activity that successful social companies do-- Social listening: understanding what is happening across 400+ million sources of content about brand, competitors, and industrySocial content: Creating compelling social presences that drive engagement and activity across paid, owned, and earned channels. For many agencies and brands this is a very manual effort.Engagement: A single dashboard where everyone participating in social can engage with customers at their point of need.Social Ads: creating ads and targeting customers based on demographics and activity on social. Measurement: understanding the value of social activities across social channels and campaigns. Workflow & Automation: integrating social conversations back into your CRM and delivering them across the enterprise. Or to look at it more holistically – this suite ….
Radian6 & Buddy Leaders Forrester, Gardner MC Success Client’s like SubaruWe’ve combined the Leader in listening, Radian6 + leader in SOCIAL MARKETING, Buddy Media to make the Marketing cloudBoth companies have great momentum going into this, as both are industry leaders with thousands of customers.. Look at our customer success55% of the Fortune 1008 of the 10 largest advertisersAnd thousands of customers both B2B and B2Cand we have great automotive success stories- brands like Ford – who like you are trying to manage a number of properties globally -- local agility with global ability – just like SUBARUSo... How does this apply to SUBARU’S business objectives????. It obviously aligns with your clients focus on brand awareness and driving customer loyaltyNow, let’s talk about how we build on the good foundation you’ve started....
Single Suite .. Listen, Publish, Engage, Amplify & Measure Understand Channels Influencers Opportunities Competitors …With the Marketing Cloud you can get actionable insights from over 400 million social data sources – the public areas of Facebook & LinkedIn, community sites, blogs and forums, and more.We are also one of the few companies with a direct relationship with Twitter, to get all 400 million tweets per day in real-time.You already know how the Marketing Cloud Listening capabilities helps you understand: Which channels are important to your industry and communityWho influences your industry and why they are importantWhat your customers and key influencers care aboutThis will help you uncover marketing opportunities and help you target the channels that your industry cares about with content that your buyers are interested in.And you can also gain strategic insights into your competitors like Honda or Ford… or in your direct case Ogilvy, Webber, Razorfish, etc.RESULT: 94% of our customers improving their brand monitoring through social listeningSo if Listening = Insights, then we…
Insights to Action Customer Intimacy & ROITurns insights into actionYou can use customer connections to build customer intimacy.You can also use insightsto develop engaging content, and publish ads that drive additional engagement, which then turn into brand loyalty.Its about Social delivering social ROI
Insights What and Where Publish Insights include…..InsightsInsights will help you understand what content to publish and where to publish it and at what time? * It also lets you know how best to engage with a connection ..Insights give you invaluable informationto truly optimizeyour social strategy by using by using an end-to-end social media marketing suite.Some of these insights include
Discovering trends, hot Topics, and Sentiment Business Objective – Understanding Communities Feedback Social Content…..Discovering trends, hot topics, and sentiment analysisUtilizing Insights we can address a very Key business objective which is discovering engaging content for publication ,Insights also covers one of your other Business Objectives about understanding the SUBARU customer COMMUNITIES better.Today while you have visibility to monitor these insights, there are conversations that are taking place, shaping SUBARU’s brand perception without their knowledge. Insights that can be utilized across the entire SUBARU enterprise including Sales, Customer Service, Marketing and Product design.Lets talk more about Social Content...
In Social /Content King Personality Like AppleIn social , Content is King.Publishing social content gives you the opportunity to create a personality online far beyond the products you to sell. When you think about Apple, they don’t sell iPods or iPads; Apple A Vision and an Experience.
Publishing = Participation Example…As social content is king.Publishing * gives you the opportunity to create a socially engaging content that drives Customer Participation and Loyalty. It also allows you to take Already Engaging Content and publish it as Social Ads, therefore the Content and Experience becomes the AdWhen you think about Apple, * they just don’t sell you an iphone or an ipad. They sell you a vision of technology.Lets look at a specific example of compelling insight we would use to create content for SUBARU.
Teams Activate Content #Share the Love, 5 Charities Consistent Messaging Tracking ROIUtilize the Acxiom and SUBARU Teams to activate content. Together you can build out a common theme for content…. As we continue to look at your business objectives, consistent brand feel – the MC allows you to easily deliver consistent content to ensure the feel or brand experience is maintained across a number of platforms.…..and began building out a common theme for content …..As we continue to look at your business objectives, consistent brand feel - the MC allows you to easily deliver consistent content to ensure the feel or brand experience is maintained across a number of platforms.So we found that the SUBARU SHARE THE LOVE EVENT was an amazing positioning of content that could be used to further engage & Track Conversions... Using the #sharethelove hash tag, they were able to drive awareness for 5 key charities ( Alzheimer’s Association, ASPCA, Make a Wish Foundation, Meals on Wheels and USO ).. but what if Deploying this content across various regions and track real ROI on what’s being raised for these Charities and Direct Subaru conversions as well from this event? Even using Social Community content to further drive Conversations and Conversions? This example shows how we would deliver the great content from marketing campaign (traditional and non-traditional) from your website across Facebook presences, YouTube, mobile devices..... And even mainstream media.Another way to extend the reach for SUBARU…..
Syndicating…is to syndicate this content across other social sites like SUBARU’S WEB SITE. Industry blogs and forums will help give VW an added Brand Lift.So now we have accomplished our goal of finding and publishing content with a consistent message that is going to drive engagement and increase our fan base and help SUBARU BECOME NO.1!You should note that the MC platform is the only platform that allows you to easily push your content across these multiple channels -So now that there is some consistent content out there across the channels -- we are now in a position.........
Engagement Real time Understand which content…....to engage.....Studies show that you essentially have a 3 hour window in social to effectively react to anything in social, as we can see here, if you want to leverage creative content from a sites like Pinterest.So it is very important we are a position to engage, and respond quickly to capitalize on the opportunity to establish a connection...and build the relationship.Marketing Cloud gives you the ability to engage in real time, where and when your customers want to connect and thereby creating a very personalized experience for your customer.It’s important to understand what content…
Capitalize Engaging Content …is generating the most traction. This will allow you to capitalize on the content so that you can continue to drive social interactions across all platforms for SUBARU.Once You understand what content is driving the most engagement You can ……
Amplify Content Target Subaru’sAmplify your message*an even broader audience gets to see that engaging content! our tech helps optimize your ad buying and amplify our ad to the right audience at the right time.quickly in real timeyou can promoteads are performing while pulling back on the ads that are not.Lets have a look at some of SUBARU’S content ……
Subaru’s AWD Challenge Amplify and Micro Target…we would consider amplifying,In this case we choose the SUBARU AWD CHALLENGE video….. the video is still very active with over 400,000 views. Another way to amplify is by micro-targeting….
Manage Paid Content/ Ads…the best performing content via paid adsWe could easily promote this content as a Sponsored Ad. This is a great example of how using Facebook we Could turn great earned content into Targeted Paid content. So now we have fully launched this campaign .....But…..Is it working?
ROI….Well with the Marketing cloud unified solution we give you the ability measure and track your social ROI. and because you have one suite you can optimizes your marketing campaign in real time, maximizing ROI for your clients.You also indicated....
Subaru/ Actionable Metrics ROI to Justify Spends 1 of MC Most Impt Differentiator … its important to equip SUBARU’s Executives with more actionable metrics. This can justify ad spends and efforts in social.It also gives them an ROI - to the value of likes and sharesThis is the value of the Marketing Cloud with regards to analytics,…but.. the marketing cloud’s most important differentiator…
CRM True RelationshipsIs CRM integrationIt’s about genuinely understanding SUBARUs customers by building true Social profiles. Clients remember our interactions with us, they expect us to remember those same conversation, and what better way to capture them is using our CRM tool. Think about how using our CRM will help you execute and manage influencer programs for your clients. The ability to harness the true power of the most influential people for Disney. So now we can use our customer profile to build a true relationship.
Review Listen Content Open Web Amplify Measure Coordinate I know you guys are well on your way to doing great things for SUBARU. We want to help you take it to the next level.Listening: You’re already doing this with the MCBuild Out ContentDistribute – efficientlyAmplifyMeasure – improve the and expand how you currently measure using the MCAlign – Individuals and TeamsSo, let’s work together and turn SUBARU into a Customer For Life.
Acxiom/ Subaru Partnering Combing Social and Customer Data Customer for Life Value is hugeI believe when we partner this kind of customer connection will turn SUBARU into an ACXIOM customers for life. And who doesn’t want customers for life?The important thing here is to understand is, it’s about combining your social data with your customer data and having that information at your finger tips… …The value is huge....
Tangible Ongoing Revenue Customer Acquisition = Profitability….. Lets look MC Look Results……And very tangible . Like ongoing sources of New revenue, increases in profitably, lower customer acquisition costs. We can take customers like this, help them as advocates and create lasting connections and Customers for life. This power of a customers for life….made possible by SF Marketing CloudLets look at some results..
How Social Agency? Propose 30 days.. Global Client Services, Marketing Teams & Account Unified Vision to SubaruSo, how do we help you become a highly efficient socially connected agency? We want to help you understand who your clients fans are, where their fans are and how to deliver the most intimate experience wherever when ever they choose to engage.Before we open it up for questions I’d like to propose three things….Let’s get the ACXIOM MARKETING team trained on the Marketing Cloud within the next 30-daysLet’s bring the ACXIOM /SUBARU Team together with the Salesforce SUBARU and Agency Teams. If we truly open up about our collective relationships with SUBARU I’m confident we can help them reach their goal to be No. 1. We should do this within the next 30-daysPlan a joint meeting with SUBARU to present our unified vision for how we’re going to work together to help them achieve their goalNow, lets open it up for questions…