The New Social Marketing:How Leading Brands Achieve ROI
Shinade EllisRegional Sales Director, Social
Adam BrownExecutive Strategist
The Webinar will begin at 15:02
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2015
Most innovative
companies in the world
20KFY16 Employees
4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”
$8.1BFY17 revenue guidence
4th Largest Enterprise Software Company in the World This Year
We’ve Entered the Connected, Digital World
And now the customer is in control
Cloud: Scale, performance, and real-time access
Social: New places to meet our customers
Mobile: Always-on, always-connected experiences
Data Science: Relevant and personalized interactions
IoT: Connected sensors, beacons, devices, and apps
Click Facebook Ad
Newsletter Sign-up
Personalized Content Email
Mobile Opt-inDownload App
Contact Customer Support
Evangelize on Facebook
Support Issue Resolved
First Purchase
Every Customer Is on Their Own Unique Journey
Grouping, segmenting, and stereotyping is no longer enough
Social listening is no longer just about social media…
Business Insights
Marketing Insights
Social Insights
Actionable Social
Listening
Age:
All Internet Users 74%
18 to 29 89%
30 to 49 82%
50 to 64 65%
65 49%
Annual Income:
Less than $30,000 89%
$30,000 to $49,999 82%
$50,000 to $74,999 65%
$75,000+ 78%
Social Has Truly Reached Ubiquity Percentage of internet users on social
You’re Not Competing With Other Brands for AttentionYou’re competing with news, sports, friends…
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Dig
ital i
nfor
mat
ion
crea
ted
and
shar
ed (z
etta
byte
s)
note: zettabyte = 1 trillion GB
What we were looking for:
Overall trends changing the role of marketing
How high performers approach the customer journey and experience
Key insights on primary digital marketing channels
Nearly 4,000 Marketing Leaders Surveyed WorldwideExclusive to marketers holding leadership roles
1706
353
1190
726
Digital is KingDigital takes the lion’s share of marketing dollars
38%30%
25%
62%70%
75%
2011 2016 2021
Digital marketing channels Traditional marketing channels
21% growth in digital marketing spending over a10-year period
Customer Experience Is the Holy GrailCustomer satisfaction is the number one success metric for marketers
Marketing is more about building and sustaining customer relationships than filling the funnel.
24%
33%
35%
Customer Acquisition
Revenue Growth
Customer Satisfaction
Social Leaps Ahead as an ROI Creator75% of marketing leaders seeing direct ROI on social
28%
58%
75%
24%
Generates significant or some ROI
Will eventually or indirectly generates ROI
Marketing leaders who agree that social…
2015 2016
Data represents respondents who use social as part of their marketing strategy.
Social Marketing Meets Service and Sales84% of high-performing teams align social across marketing, service, and beyond
Data represents respondents who use social as part of their marketing strategy.
Percentage Who Use Each Social Strategy
High performers Moderate performers Underperformers
Integrates social media activity into other tools and technology (e.g., CRM)
Aligns social marketing strategy with other social activities (e.g., customer service)
High-performing vs. Underperforming Teams
2.1xmore likely to use strategy
1.7xmore likely to use strategy
82%
84%
39%
50%
67%
73%
More Marketers Advertise on Social than Other Digital OutletsAt least 2/3 of marketers agree these digital ad strategies are effective
54%
54%
62%
65%
18%
21%
17%
17%
Native advertising
Video advertising
Display/banner ads
Advertising on social
Marketing leaders who currently use or plan to use…
Currently use Plan to use in the next 12 months
Rate as Very Effective or Effective
71%
66%
72%
66%
Data represents respondents who use digital advertising as part of their marketing strategy.
All businesses have the opportunity to think about social beyond Marketing. Think about the channels and the functions in your company:
- Service
- Sales
- Support
- HR and Recruitment
Bring together a cross functional team.
1) Connect Social To The Business Strategy
Social metrics are still valid:
- Reach, interactions and community still very important to judge content, etc.
Find new ways to measure social as part of business:
- Web traffic from social
- Leads from social
- Customer engagement on social
2) Rethink Social Metrics as Business Metrics
Rethink how Social can inform business decisions.
Brand is important but expand listening to:
- Competition
- Campaigns
- Employer brand
- Product insight
- Customer experience
3) Everything Starts With Listening
Organic reach is increasingly difficult for businesses, paid has become important for all social marketers.
Smart marketers are assigning advertising budget to content marketing teams to:
- boost high performing posts
- reach new audiences with content
It’s not either/or it’s both.
- Work with your advertising teams or agency for consistency.
-
4) Combine Content Marketing With Paid Social
Single most effective contributor to social success is company wide commitment and participation.
Use social insights to create this buy in:
- Share simple social dashboards on brand, products and competitors
- Pull specific posts and tweets from customers.
- Create cross functional editorial board.
Command Centres?
-
5) Create Executive Buy In and Cross Company Alignment
“With Salesforce, we’re revolutionizing the way we bring our team and our customers together.”
World’s leading manufacturer of both planes and trains
Leverages Social Studio to listen, analyze, engage, and publish across 24 social presences
More than 70 employees collaborate at a global scale to align to best practices and provide visibility
Reduced costs by eliminating the need for multiple social media tools
Bombardier Soars with Social Studio
Ken Knitter, Senior Advisor, Digital Marketing and Social Media
“Actionable Social Media Listening is like a campfire that brings together different parts of an organization.”
The Southwest Social Media Command Center brings together over a dozen disparate groups of the organization to collaborate and share information.
Command Center visualizations act as an “early warning radar” for situations as well as a tool to help direct responses and measure communications efficacy.
Southwest Airlines Empowers with Command Center
Three Market Trends Customers For the rest of 2016
Growing Role of Paid Social
Opportunities to Combine Social Content and
Targeting with First Party Data
Marketing Command Centres
Customer experience for all employees
$$$Messaging as a Channel
The New 1:1 Digital CRM Channel
The Social Studio Platform
3RD PARTY APPLICATIONS
Analyze
Ground your strategy with deep consumer & market
insights
Engage
Connect with customers at scale to support and build
community
Publish
Plan, collaborate and share content across
teams
Command Center
Drive digital marketing awareness
1) It’s Not Social Marketing: Social is part of a multi-channel marketing strategy.
2) Think Customer Experience: Successful teams coordinate social across marketing, sales, and service.
3) Paid and Organic Work Together: Modern marketers look to paid social as part of their overall social strategy.
If You Remember Three Things:
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