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Before I begin, I’m obliged to let you know that Salesforce.com is a publicly traded company on the NYSE with ticker CRM. I won’t linger on this slide—if you are interested in studying it in greater detail you can find it on our website.
But this integration doesn’t only apply to customers and companies. It is enterprise wise. Inernal/external.Companies can connect with customers, connect among employees and partners, and connect data to products in a whole new way. When we look at the groups pictured through a Marketing Cloud perspective, certain questions help spark strategy. As I list these questions, I encourage you to think about these the relative to your own business objectives. We always welcome the opportunity to talk further about how the Marketing Cloud platform could help with your answers. The reality of turning the answers into action is what delights our customers and produces real business results. It’s also what makes our jobs fun.How do you listen to every customer? How can you expand your listening to find new opportunities?How and Where do you engage? What do you say?How do you serve customers within the channel they choose? How do you do it in real time?How can you reach customers at every point along their “customer journey” from awareness to consideration to purchase to experience to advocacy.How do you sell successfully as a team? How do you collaborate to share information and expertise?How do you drive loyalty, growth, and new business through social?How do you create customer, partner, and employee communities to build valuable relationships?How do you learn from and leverage the conversations that happen in those communities?How do you connect your products or services, customers, and supply chain?How do you use product data for maintenance, marketing, and sales?
If all those questions seemed like a lot, it’s always good remind ourselves of the reason to bother with social in the first place. The short answer to the headline question is absolutely. The statistics tell the story, and these numbers will only grow. Of particular interest is the third line—this is really amazing. Companies not in the mix on social are behind before they even get to the starting line-definitely not a recipe for growth.
How do I get started? Resources? Scale? Strategy? How/When/Where? Global/local? Measure/ROI/metrics? How do I tie social to the rest of my business processes? How will I know what works and what doesn’t? How much should I spend?
The Marketing Cloud platform was created to help companies create and execute on a social strategy that drives their business objectives. The Marketing Cloud is the ONLY social marketing solution integrated with CRM and scaled for the enterprise. Social Listening: Understanding what is happening across 400+ million sources of content about your brand, competitors, and industry, and engaging with the right conversations. Listening creates the dialogue opportunitySocial Publishing: Creating compelling social presences that drive engagement and activity across paid, owned, and earned channels. Social Ads: Creating ads and targeting customers based on demographics and activity on social.scale-able workflow and automationintegrate social conversations back into your CRM and deliver them across the enterpriseanalytics for measurement and conversion, to help you understand the ROI of social activities across social channels and campaigns. increases website traffic, signups or downloads.Determine your brand advocates and how social presences increase revenue.Social is only one of the many important tools in your marketing toolbox. The focus should be on crafting a well-thought-out, creative marketing campaign, with social media serving as one of many components of your platform. Social media provides the opportunity for a multi-channel approach and a more integrated campaign. A recent Nielsen study shows that nearly 90% of all brands are using some type of integrated model for their campaigns in 2013, proving social marketing is necessary to reach your audience. Social is in print, television and on site at events; it’s important for the campaign, and a tool that can help connect the message across multiple platforms. But, that message should be yours and engaging enough to spark action.
The Marketing Cloud platform is designed to help address these challenges. Start by Understanding Your Customer. Listen for activity, sentiment, channel. Use social insights and analytics to pull more meaning out of the aggregate data. For strategic planning, Marketing Cloud pro serv and partners also are fantastic resources.Social Publishing make it easier and more efficient to create and share and promote content on your owned channels and across the web, all at scale. Social Ads are entirely trackable for ROI. Our publishing solution also offers real-time conversion data, social ad optimization, and flexible custom analytics.Salesforce integration helps you track leads from click or share to whatever call to action you identify.
The foundation of a great Social Marketing Strategy starts with Social Listening. New York and London police ex Tourism LV exGather IntelCrisis commBrand monitoringProduct feedbackBenchmarkingInfluencersConnect with customers.Build a community of advocates by connecting with customers when and where they are most engaged.Discover and respond to customers and prospects in real-time across social platforms. Spark conversations attach videos, images and links to engage users or drive traffic.Scale engagement with social workflow and automation. Leverage granular rights and permissions to give users the access they need without sacrificing security.
Listening helps you create publishing content meaningful to your target audience. NJ Transit exPublish anywhere- on social networks, websites and mobile. MC has over 50 social applications, such as contests, videos and photo galleries, to engage fans with powerful content. Add social components to all content and maximize your reach across the web.Asset LibraryPermissionsGlobal Local DistRESULT: Companies that use the Marketing Cloud have seen an aggregate 7X increase in shares on social channels by using our platform & best practicesNJ Transit separate Twitter feed for each of its rail lines, light rail lines, and bus services timetable changes and service issues—Hurricane Sandy and its aftermath, the number of followers more than doubled. Marketing Cloud helps NJTRANSIT monitor and participate in any conversation about its service, and automatically adds issues to its case queue.
BIA/Kelsey Forecasts U.S. Social Media Ad Revenues to Grow from $4.6B in 2012 to $9.2B in 2016Amplify your content. Manage and execute optimized social ad campaigns. Reach your desired audience by quickly and easily creating highly targeted campaigns at scale. Turn your most engaging content into compelling social ads.Leverage data to optimize campaign content and make informed ad buying decisions - easily identify which ads and demographics deliver the best performance.Custom audiences SPMD, TCP Facebook, Google, and Twitter now cater individual user’s experiences on their sites to certain ads, business can now target potential customers better than ever, and marketing is focused on the individual rather than the group. With the introduction of internet ready mobile devices like smartphones and tablets, users can now be online almost anywhere at any time, and that is where we saw social media explode: when the user can get up, live their life, and take the internet with them on their day to day activities.Twitter, and facebook have especially been able to capture the most impressions when it comes to social media advertising. The two giants of the web are continuously catering their user’s experiences towards the ads that drive their revenues. Examples of this can be seen everyday and it’s making huge differences for business looking to target specific consumer groups. A new study done by the Interactive Advertising Bureau suggests that nearly half (47%) of tablet owners interact with ads at least once a week. This shows that ads catered to interactive platforms such as touch screens on tablets and smartphones are huge driving forces for ad impressions and click through rates.
Other interesting FACTS about Marketing Cloud customers:55% of the Fortune 1008 of the 10 largest advertisersAnd thousands of customers both B2B and B2CFACTS about the Marketing Cloud product leadership:Recognized by Forrester, Gartner, and AdAge as the top providers in their studies of social marketing. Only company in the industry today that is both: a preferred marketing developer for Facebook AND Twitter certified in both engagement and analyticsWHY is this IMPORTANT? You can trust the Marketing Cloud to deliver the most innovative and powerful solutions to enable your company with social. Some of the best social brands on the planet are powered by the Marketing Cloud.