Marketing Keynote: Reaching the Connected Customer
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Transcript of Marketing Keynote: Reaching the Connected Customer
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Charlie Wood Area Vice President
APAC & Japan Salesforce Marketing Cloud
@snoutley
Marketing Cloud
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Listen, Publish and Advertise on Social Channels
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Charlie Wood Area Vice President, APAC & Japan salesforce marketing Cloud
Niki Epstein Executive Manager Social Channels, Commonwealth Bank
Helen Crossley Head of Insights & Measurement, Facebook
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Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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Modern Marketer
Be creative. Build relationships as you communicate. Create interesting content. Take advantage of Social Media.
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#1 in Social Advertising #1 in Social Publishing #1 in Social Listening
#1 in Social Marketing
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Listen Overview
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Salesforce Radian6: #1 in Social Listening
• Real-time coverage of the public social web
• Insights ecosystem • Analytics and metrics • Manage & engage in conversations
• Enterprise scale, automation & workflow
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Listen: Key Use Cases
Social Brand Monitoring
Community Engagement
Social Customer Care
Social Lead Generation
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Publish Overview
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Salesforce Buddy Media: #1 in Social Publishing • Manage social feeds & streams • Scheduling, seeding, approvals & rights management • Quickly create & manage social canvases • 60+ pre-built yet customizable social application like Polls, Sweepstakes, Video Galleries
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Publish: Key Use Cases
Drive Brand Engagement & Advocacy
Drive Behavior & Conversions
Deploy & Manage Social Presences at Scale
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Advertise Overview
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Salesforce Social.com: #1 in Social Advertising • Build & manage social ad campaigns on Facebook & Twitter • Automation & optimization to maximize ROI • Re-use shared assets across multiple campaigns • Create and reuse target segments
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Advertise: Key Use Cases
Acquire Fans & Followers
Drive Leads & Direct Response
Promote High Performing Social Content
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Listen, Publish and Advertise Niki Epstein | [email protected]
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22 22 Commonwealth Bank of Australia / Presentation Title / Confidential
Build Systems…… then listen
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Chatter slide
Commonwealth Bank of Australia / Presentation Title / Confidential
Build Systems… then collaborate
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24 24 Commonwealth Bank of Australia / Presentation Title / Confidential
Build Systems… then engage
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25 25
Build Systems… then excite
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26 26 Commonwealth Bank of Australia / Presentation Title / Confidential
Build systems… then curate
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FACEBANKING has arrived
Build Systems… then innovate
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Was this journey from a blueprint or did it evolve over time?
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Improving Your Facebook Marketing by Measuring Your Objectives
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All of the people who matter to you.
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Where they discover what matters to them.
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Every day. Everywhere.
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Proven results
Targeted reach
Deep engagement
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Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
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Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
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ROI improvement when maximizing reach +70%
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Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
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Brand resonance is measured via polling
Source: Median Lift in Exposed vs Control studies for Facebook Asia Pacific , July 2012. n=66
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Ad Recall Brand Awareness Campaign Awareness Message Association
Facebook APAC median lift in exposed vs. control
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Ad displayed to user
Polls next day in ad context
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Control group created
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Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
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Reaction Measurement Best Practice
Brand: Media Mix Models
Direct Response: Multi-touch Attribution
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Using A/B Testing to Measure ROI
Geographic Custom Audience Conversion Pixel
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What would be the most important metric for Facebook success?
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Marketing Cloud
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Q&A
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Helen: What’s the one thing that you think CBA and Nikki does well?
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Nikki: What’s the benefit of a local partnership with Facebook in Australia?
(what value does that bring the CBA)
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