Build a Smarter Customer Journey

Social #ProTips

4 June 2017Version 1.0

Robin LeonardCEO & Co-Founder

@robin_afd

with

Agenda

1. Introduction: 5 mins

2. ProTips: 40 mins

3. Q&A: 15 mins

@robin_afdRobin Leonard

Robin LeonardCo-Founder & CEO AFDigital

● Ex-Customer Service Agent● Telco Business Analyst● Deep CRM and BI experience● IBM Agile PM● Passionately geeky

Founded AFDigital in 2011Radian6 Partner in 2012

Spent last 6 years helping large companies adopt social at scale with the latest technology.

@robin_afd

Trusted by Household Brands across APAC

Australia+ NZ

Singapore+ ASEAN

PhilippinesGlobal Delivery Center

We are a Tech-Enabled Full Service Digital Agency

Social ManagementPublishing, engagement and analytics.

Email MarketingResponsive and relevant email marketing.

Content MarketingBlog, Social and Web Content.

Reporting & InsightsEnable data-driven agile decision making.

Marketing AutomationBuild a smarter 1:1 customer journey.

1:1 AdvertisingTarget individuals with relevant ads using CRM data

Agenda

1. Introduction: 5 mins

2. ProTips: 40 mins

3. Q&A: 15 mins

@robin_afdRobin Leonard

Safeharbor

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AnalyzeListen to your customers, gain insights and

track performance across global brands

EngageConnect with customers and prospects at scale to nurture community and provide

customer service

PublishPlan, collaborate and execute social

campaigns across teams, brands and geographies

Command CenterDrive digital awareness across the entire

enterprise

Automation & Intelligence

3RD PARTY APPLICATIONS

The Salesforce Social Eco-System

Let’s get started.

#ProTip 1: Don’t overthink workspaces

Built for Enterprise/Agencies,most companies are simple.

1. Use 1x workspace per brand / set of social accounts

2. Don’t allow users to create or edit Workspaces

Each workspace = administration effort

#ProTip 2: Squeeze your content

Content is a tangible asset, practice re-cycling intentionally.

1. Regularly review best performing content

2. Content team saves time and can re-use content

3. Plan and control global campaigns

#ProTip 3: Throw out your content spreadsheets

The key is to use drafts and comments and only use approvals at the end.

1. Build your calendar in Draft2. Review as a team in the app - add

comments until everybody is ok3. Schedule post for publishing4. Trigger approval rule5. Approver does final check and

approves

#ProTip 4: Segment your content with Publish Labels

Get Campaign stats!

Tag, filter and manage a specific campaign or content theme.

1. Setup a Publish Macro e.g. “Campaign”

2. Filter using the Publish Macro in

a. Calendar

b. Performance (Reports)

c. Shared Content

3. Download CSV

#ProTip 5: Engagement Workflow & ReportingEngage

1. Build an Engage Templatea. Facebook Wallb. Facebook Messengerc. Twitter Listeningd. Twitter @Mentionse. Twitter DMsf. Instagram Listeningg. Instagram Commentsh. My Tasks Listeningi. My Tasks Social Pages

2. Setup Engage Macrosa. No Actionb. Complaintc. Complimentd. Feedbacke. Recruitmentf. Staffg. Product (X)h. Campaign (X)i. Service (X)

3. Tag and close every post

4. Setup Custom Dashboard that focuses on Engage metrics

#ProTip 5: Engagement Workflow & Reporting

1. Build an Engage Templatea. Facebook Wallb. Facebook Messengerc. Twitter Listeningd. Twitter @Mentionse. Twitter DMsf. Instagram Listeningg. Instagram Commentsh. My Tasks Listeningi. My Tasks Social Pages

2. Setup Engage Macrosa. No Actionb. Complaintc. Complimentd. Feedbacke. Recruitmentf. Staffg. Product (X)h. Campaign (X)i. Service (X)

3. Tag and close every post

4. Setup Custom Dashboard that focuses on Engage metrics

Analyze

#ProTip 6: Enable Social Cases, Leads & Journeys

Create a Social Case in Service Cloud

Trigger a Social JourneyIn Marketing Cloud(Add Social Persona to Ad Audience & Journey)

Create a Social LeadIn Sales Cloud

Manual: Social Studio Engage MacroAutomated: Social Hub Rules All of these solutions require integration into CRM, configuration and testing. We

recommend seeking expert advice before trying this.

#ProTip 7: Dashboards for Days

Gone are the days when you need a tech team to build beautiful dashboards.

Analyze > Dashboards > Create New > Blank Dashboard Template

Some great Dashboard ideas:

- Product Dashboard- Service Dashboard- Social Engagement Dashboard- Social Page Dashboard- Competitor Dashboard- Industry Dashboard

#ProTip 8: Dashboards vs. Workbenches

Duplicate monthly custom dashboard reports every month and share.

Use Workbenches to drill down and perform macro / micro / campaign / crisis analysis.

Dashboards(understanding the what)

Workbenches(understanding the why)

#ProTip 9: Integrate Social with your BI Platform

https://resources.docs.salesforce.com/208/latest/en-us/sfdc/pdf/api_social.pdf

Pull data into your BI tool and compare social sentiment with revenue and sales data

#ProTip 10: Automate your Tagging with Social Hub

Setup Post / Author tagging rulesSocial Hub: Data Source + Rule + Content Library

View Labels in Engage and Analyzesocial hub

#ProTip 11: Crisis Notifications

Set Email Crisis thresholds in Social Hub (NEW-ish FEATURE)social hub

>300% the 7 day average?

#ProTip 12: Salesforce LiveMessage

New Salesforce acquisition!

SMS and Chat direct sync with Service Cloud

Talk to your Account Executive it’s a new license.

#ProTip 13: Lightning Service Console

Brand new and damn sexy.

Social is becoming more integrated.

Wizard for social setup available for Pro licenses

(new release!)

#ProTip 14: Social Sidebar add-on

Give your Social Agent context on previous social cases and interactions.

Link to install package: https://ap4.lightning.force.com/packagingSetupUI/ipLanding.app?apvId=04t36000000zrDz

#ProTip 15: Milestones to track KPIs

Be consistent with KPI tracking across all Service Cloud channels.

#ProTip 16: Command Centrecommand center

Don’t overthink the Command Center or the ROI.

It’s all about adoption.

This is a Facebook Lead Ad

#ProTip 17: CRM Targeted Social Ads

#ProTip 17: CRM Targeted Social Ads

Now it’s easy to target CRM contacts with social advertising automatically. What does this unlock?

Picked a100 CRM contacts

Plus 500 Look-a-Likes

#ProTip 18: Social Advertising Look-a-Like Loop

Advertising StudioCampaign 1: Existing Cust Look-a-likeCampaign 2: New Leads Look-a-like

Facebook Leads

Facebook Lead Ad

1. Existing Customer Look-a-Like

2. New Lead Look-a-LikesMarketing Cloud Connector- Sync Salesforce CRM with

Marketing Cloud- Ad Audiences refreshed

daily

3. It keeps acquiring similar leads.

Summer 17’ Social Release Features

https://releasenotes.docs.salesforce.com/en-us/summer17/release-notes/rn_social_customer_service.htm

Robin’s Release Notes:

1. AI for everybody

2. Lightning Console

3. Lightning Service Setup Wizard

4. Deeper integration between Social,

Sales, Marketing and Service

trailhead.salesforce.com/trails/sf_release_prep

Accelerators to Fast Track Social Adoption

LIMITED OFFER: 15% Discount if you sign-up before end of June

About the Client: Hipages is a crowdsourcing app that helps people find certified Tradies to do odd jobs around the home.

Problem: Hipages believe that social is a key strategic channel for both Sales and Service, however they were only using native social pages, and had trouble keeping track of cases and sales through email.

Social Sales & Service for Marketplace

What we did?AFDigital worked closely with hipages to setup Social Studio for their marketing teams, and also connect it with Sales Cloud and Service Cloud to enable Social Leads and Social Cases.

The solution enables the manual escalation of Social Cases and Leads from Social Studio, as well as the automated creation based on keywords using Social Hub intelligent rules engine.

The project kicked off 5 days after the contract was signed, and was deployed successfully and on time exactly 2 weeks after kick-off.

Success Story

Social Studio

Social Customer

ServiceSocial Leads

Accelerators: Install, Integrate, Automate and Operate

PowerOnFrom $5,000

ConnectFrom $10,000

CadenceFrom $5,000/mo

TeamXFrom $10,000/mo

Implementation1-2 Weeks

Integration2 Weeks

Marketing OpsManaged Services

Dedicated Resources“Team Extension” Staffing

Social

Email

Content

Reporting

Automation

Advertising

Install, Integrate and Automate Operate

JourneyXFrom $10,000

Automation2 Weeks

Agenda

1. Introduction: 5 mins

2. ProTips: 40 mins

3. Q&A: 15 mins

@robin_afdRobin Leonard

Q&A(15 mins)

Contact us for a Quote today!

AudiStocklandProfessional ServicesRevlon

+61 2 8046 6998

www.afdigital.com.au

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Sydney, New South Wales