Symantec's Tristan Bishop joins Salesforce to present the Marketing Cloud keynote at Cloudforce 2012 in Atlanta.

1. TRANSFORM THE WAY YOU MARKET
WITH THE MARKETING CLOUD
David Alston
Chief Adoption Officer
@davidalston

2. Safe Harbor
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3. Business is Social
Your Customer
.
Cloud Mobile Social .

4. Social Media Has Changed Marketing Forever
The Largest Shift in 60 Years
Unsolicited One to many Untargeted Engaging Transparent Targeted

5. Social Revolution: Customers Flocking to Social Channels
Fortune 100 Facebook Fan Growth
Fortune 100 Web Traffic Growth
123%
growth in social
customers
Jun 2010
Dec 2010 Jun 2011
Dec 2011
Source: Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traffic”; Google Social Media Analysis Study

6. Social Revolution: Customer Conversations Exploding
150M
conversations
per day
2009 2010 2011 2012
Sources: Twitter

7. Your Connections Are More Likely to Buy From You
Non-Fan
Facebook Fan
200%
More likely
to buy
Source: Forrester, The Facebook Effect

8. People Are No Longer Faceless Data
Residential Cell Phone
Addresses Numbers
Email Cookies That Expire
Addresses in 30 Days

9. People Are PEOPLE
And Are More Connected Than Ever
Enormous Opportunity:
Listen To Your Customers
Build & Engage Connections
Turn Insight Into Action

10. But Social Has Created Chaos For Marketing
Uncoordinated Limited
Action Insight
PR eCommerce
Marketing Creative
Social Community
Messaging Media Digital
Media Manager
Your Company

11. What if you could manage all your social
marketing on a single platform?

12. World’s Only Unified Social Marketing Suite
Turn insights into action,
TM
and connections into Customers for Life.
Salesforce Platform

13. #1 in Social Marketing #1 in Social Listening
Social Content Engagement Social Ads Social Listening Workflow & Measurement
Automation

14. Measurement Social Listening
Workflow &
Social Content
Automation
Social Ads Engagement

15. Global Leader in Social Marketing
55% of Fortune 100
8 of 10 Largest Advertisers
Thousands of Customers
B2B & B2C

16. Gordon Evans
Sr. Director Product Marketing
@gordonevans

17. World’s Only Unified Social Marketing Suite
Turn insights into action,
TM
and connections into Customers for Life.
Salesforce Platform

18. Social Listening: Listen at Social Scale
Get Actionable Insight From Over
400 Million Social Sources
Go Beyond The What To The Why
Uncover Marketing, Sales &
Service Opportunities
+94%
Improved Brand
Monitoring
Source: Radian6 Customer Relationship Survey conducted December 2011, by an
independent third-party, MarketTools Inc., on 800+ customers randomly selected.

19. Social Content: Create Compelling Social Presences
Build Social Canvasses That Create Action
Grow Connections With Social Applications
Optimized For Teams With Workflow
+37%
campaign
effectiveness

20. Engagement: Connect With Customers
Create & Manage Your Social Content Calendar
Engage With Customers & Build Community
Scale With Team Workflow & Automation
77%
Increased Social
Engagement
Source: Radian6 Customer Relationship Survey conducted December 2011, by an
independent third-party, MarketTools Inc., on 800+ customers randomly selected.

21. Social Ads: Amplify Your Content
Amplify Your Brand And Community
Stories
Reach Customer By Profile And
Activity
Optimize Campaigns In Real-time

22. Workflow & Automation: Align Marketing, Sales & Service
Service
Build Customer Social Profiles
Share Social Insight & Posts
Across Your Company
Marketing
Work At Social Scale & Speed
Sales

23. Measurement: Track Campaign ROI
Measure Everything From Campaigns
To Conversion
Insight Across All Social And
Campaign Metrics
Optimize Activity And Maximize ROI

24. Tristan Bishop
Director of Digital Strategy
@knowledgebishop

25. Symantec Protects the World’s Information
$6.7 Billion in Revenue
20,500 Employees
Fortune’s Most Admired Companies

26. Symantec is Social
7,000 Global
Sales Reps Product
Custom
Profile Data Apps
160,000
Partners Back-End
4,000+ 5+ AppExchange
Call Center Agents Apps
Marketing Sites Social @ 18,500 Employees
Symantec on Chatter

27. Customers Share More than Ever Before
Having a
Great problem
article on…
Love the Device isn’t
new… Cool working…
video…
Customer
Frustrating service can’t
interaction… help me…

28. Actionable Internet Mentions™ (AIMs)
1.Social media, external blog
or external forum mention
2.Created by a customer,
partner, competitor or prospect
3.Provides business value to
Symantec
AIM ™ is a term created and trademarked by Symantec

29. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue

30. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2.Query: Question that doesn’t require support
resource

31. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2.Query: Question that doesn’t require support
resource
3.Rant: Insult that merits brand management
consideration

32. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2.Query: Question that doesn’t require support
resource
3.Rant: Insult that merits brand management
consideration
4.Rave: Praise from Symantec brand advocate

33. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2.Query: Question that doesn’t require support
resource
3.Rant: Insult that merits brand management
consideration
4.Rave: Praise from Symantec brand advocate
5.Lead: Pronouncement of near-term purchase
decision

34. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2.Query: Question that doesn’t require support
resource
3.Rant: Insult that merits brand management
consideration
4.Rave: Praise from Symantec brand advocate
5.Lead: Pronouncement of near-term purchase
decision
6.RFE: Request to enhance a product with a
new feature

35. What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time
issue
2.Query: Question that doesn’t require support
resource
3.Rant: Insult that merits brand management
consideration
4.Rave: Praise from Symantec brand advocate
5.Lead: Pronouncement of near-term purchase
decision
6.RFE: Request to enhance a product with a
new feature
7.Fraud: Communication from an unauthorized
provider of Symantec products

36. Marketing Cloud Engagement Console

37. Recap: AIM™ Triage Process
Blogs
Message boards
Configuration
Symantec Case
Employee
Query
Response Review
Rant
Rave
Product 1
Lead
RFE Product 2
Fraud Product 3

38. Recap: AIM™ Triage Process
Blogs
Message boards
Configuration
CRM Profiles Interactions History Transactions Preferences
Symantec Case
Employee
Query
Response Review
Rant
Rave
Product 1
Lead
RFE Product 2
Fraud Product 3

39. Next Up: Salesforce Service Cloud Integration
Social CRM Workflow: Support
• Marketing Cloud pulls in social posts of all types,
including Cases
• SCRM team classifies posts using the Marketing
Cloud Engagement Console
• Social Hub creates SFDC Objects for Support
cases
• Support agents respond in SFDC Service Cloud

40. Thank You