Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
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How to build a Social Media Powerhouse Kevin Doyle Regional Account Director, Advertising Products [email protected] @kevinkddoyle Eddie Cliff Senior Account Executive, Social [email protected] @eddiecliff
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Transcript of Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
How to build a Social Media PowerhouseKevin Doyle
Regional Account Director, Advertising Products
@kevinkddoyle
Eddie Cliff
Senior Account Executive, Social
@eddiecliff
#sfwtPOWERHOUSE
#1 in Social Publishing #1 in Social Listening #1 in Social Advertising
#sfwtPOWERHOUSE
#sfwtPOWERHOUSE
Social Media is at
least a critical enabler
for our products and
services
2014: 34%
2015: 80%
#sfwtPOWERHOUSE
Teams are big – and getting bigger
201414% of teams larger than 4 people
201540% of teams larger than 4 people
Social Media
Marketing Team 4
or more people:
2014: 14%
2015: 40%
Customers Are on a Journey With Your BrandAnd They Are Talking About the Journey on Social Media
Customers Are on a Journey With Your BrandAnd They Are Talking About the Journey on Social Media
Absolutely! DM me a pic and I’ll
take a look.
Northern Trail Outfitters
We’ve got high standards for
durability. Here’s some info on
the quality of our skis:
bit.ly/34324
Northern Trail Outfitters
[Blushing…] Thanks Jane, we’re
psyched you’re psyched!
Northern Trail Outfitters
Looking at performance skis –
NTO versus Everest Outfitters –
opinions?? I heard everest are
more rugged/durable
Jane Finley
@christanewton, if you’re looking for
skis, I highly recommend NTO’s
performance line. I’m still psyched
every time I ski!
Jane Finley
@NTO my ski bindings are
jammed and I can’t fix them. Can
you help?
Jane Finley
@chrischilds @darylshaber
I’m picking up my pair
today!!#Boom
Jane Finley
Check out our newest skis– primed
to hit the slopes with a full head of
steam nto.com/ski15
Northern Trail Outfitters
But, managing the social customer journey has changed dramatically…
Social Networks & Conversations Continue To Skyrocket
Major struggle
to stay on top of new conversations & networks
Further complexities
to reach your customers
Deeper challenges
to stand out from the crowd
Increasingly difficult
to find actionable insights
The Role of the “Social Media Team” Has Fundamentally ChangedEvolution from Isolated Execution to Cross-Department Strategy, Coordination, and Governance
Social teams evolve from “doing” to “enabling”
Multiple departments, product lines, brands, and geos
Increased interaction with agencies
“Typically 13 different departments around the
organization are seeing dedicated staff work on social
initiatives.”
Marketing
Sales
Customer Service
Legal
Source: Altimeter Group report, "The Evolution of Social Business", 2013.
But Connecting Social with Enterprise Customer Touch-Points is Hard…
Social Team
Service
Marketing
Sales
…Resulting in Missed Opportunities and Poor Customer Experiences
Sales
Missed opportunities to interact
and engage with motivated
prospects on social
Service
Customer complaints voiced on
social are disconnected from the
contact center
Marketing
Teams are disconnected and fail to
leverage social insights, influencers,
and content
#sfwtPOWERHOUSE
How are the world’s leading companies
solving this problem?
Social Media Centre of Excellence
How To Create Your Centre of Excellence
Legal
Marketing Sales
Customer
ServicePR &
Communications
Step 1: Staff the Center of Excellence
#sfwtPOWERHOUSE
Step 2: Determine Business Objectives for
Social
#sfwtPOWERHOUSE
Step 3: Align With Stakeholders
#sfwtPOWERHOUSE
Step 4: Create Your Social Media Playbook
#sfwtPOWERHOUSE
Step 5: Layer on Technology
#sfwtPOWERHOUSE
Step 6: Evaluate and Optimise
#sfwtPOWERHOUSE
McDonald’s Drives Local Customer Connections on Social
54 million Facebook fans, 2.6 million Twitter followers
Rolled out Facebook pages to all 14,500 restaurants (one of the biggest brand deployments on Facebook)
Marketers can share content, engage the community, and address customer satisfaction issues
Moving to supplement organic social campaigns with paid campaigns at the local level
Companies that Harness the Power of Social Across the Business are Seeing Tremendous Results
of marketers see lead gen benefits with social media
66%
Source: Social Media Examiner “Social Media Marketing Industry Report” May 2014 and Bain & Company “Putting Social Media to Work”
of marketers see improved sales from social media
50%more spent when companies respond to customer service requests over social media
+20%-
40%
A Unified Social PlatformListen. Publish. Engage. Care.
Integration
for multi-channel
customer care
“Always On” Customer Intelligence Content Planning at Scale Streamlined Customer Response
Publish
the right message
at the right time
Engage
your customers on
their journey
Listen
to your customers and
your competitors
Multi-channel Support
How can Salesforce help me run a Centre of Excellence?
Source: US Mobile Total Monthly Minutes, comScore, June 2014, Facebook
Mobile Is Social
9.7m daily
20% of our time
#sfwtPOWERHOUSE
#sfwtPOWERHOUSE
But, we have created something new…
Target actual people with ads using Social
Your E-Mail, or CRM
DatabaseInclude or Exclude
Resting file of customer
details, unsecure on
employees computer
Exporting customer data introduces new risks.
Your data, already in the
trusted environment of
Salesforce
Your customers, now
securely matched to an
audience on the social
network.
Secure, private
data in Salesforce
Marketing Cloud
Social Network
Resting file of
customer
details,
unsecure on
employees
computer
Active Audience API
Only hashed data leaves Salesforce
Automated audience updating
Manage audiences with Journey Builder
Automation and security with Active Audiences
Outrigger acquires subscribers who are like their best guests
Identified high-value customer segments based on bookings history and recent email engagement
Used Active Audiences to create Facebook Lookalikes based on precise past guest segmentation
Created efficient campaign reaching target on Facebook mobile feed using Social.com
Beat Cost Per Acquisition goal by 89%
Respondents were 2X more
likely to opt-in for promotional email
Online retailer turns to Active Audiences for always-on acquisition
Used a Facebook Lookalike of past buyers and most-engaged email subscribers to drive acquisition
Executed Facebook advertising using Social.com
Compared to paid search: Reduced cost-per-checkout by 53%, with 3X the volume
“We are delighted with the results. As a
result, we've begun to move funds from
Search to Facebook, and are accelerating
progress towards our lofty growth goals.” – Director, E-Commerce Marketing
Automation and security with Active Audiences
Activate your data to power customer journeys through advertising
Scale your 1:1 advertising knowing your data never leaves Salesforce.
Active Audiences
Still Not Sure Where to Start?
Kevin Doyle
Regional Account Director, Advertising Products
@kevinkddoyle
Eddie Cliff
Senior Account Executive, Social
@eddiecliff
Thank you
