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1. Active Audiences
Act on a single view of the customer, with advertising
Marketing Cloud Partner Office Hour, June 2, 2015
​ Gabe Joynt, Director – Product Marketing, gjoynt@salesforce.com

2. Landscape
Active Audiences
Services Opportunities
Q&A
Agenda

3. Acquire new subscribers
Reach your customers
and drive new revenue
Drive your customer
journeys with advertising
With Active Audiences, make advertising a 1 to 1 channel

4. GA Launch: March 2015
• Ad Age, Salesforce to Trigger Ads Based on CRM Data, 3.23.15
• Barron's, Twitter: Pivotal Cuts to Hold; Valuable Service But in Its Niche, 3.25.15
• AdExchanger, Activatin’ CRM Audiences, 3.24.15
• Digital Strategy Consulting, Salesforce matches CRM data to Facebook ads, 3.24.15
• Direct Marketing News, Salesforce Releases Active Audiences Product, 3.23.15
• FierceCMO, Salesforce Marketing Cloud rolls out Active Audiences, 3.23.15
• Social Times, Salesforce Marketing Cloud Active Audiences Taps Facebook Audience Network, 3.23.15

5. Three trends converging that will transform advertising
Social media is pervasive, powered by real identity
1.39B active Facebook users (86% mobile)
Mobile is now the first screen
177 minutes per day in apps, vs. 168 minutes for TV1
Brands are claiming the value of customer data
With so many digital touch-points with their customers,
progressive brands are consolidating their data to orchestrate
across channels
1 – Flurry, November 2014. 177 minutes per day spent in mobile apps, vs. 168 minutes spent watching TV. US smartphone users.

6. Source: US Mobile Total Monthly Minutes, comScore, June 2014, Facebook
Mobile Is Social

7. reinvent advertising
based on a single view of the customer

8. it’s not controversial

9. but the stakes are high

10. Moving to 1 to 1 Journey-Based Ads
The Past The Future
Proxy-based
Targeting
Social Identity
Targeting
Cookie Pools Single View of the
Customer
Banners and Buttons Native
Advertising
Web
Centric
Mobile / Cross-
channel
Isolated Interactions Integrated Journeys

11. writing the next chapter
people-based reach prospects and
customers across devices
execute alongside
the rest of marketing

12. Acquire new subscribers
Reach your customers
and drive new revenue
Drive your customer
journeys with advertising
With Active Audiences, make advertising a 1 to 1 channel

13. Reaching segments of people, not proxies
John Smirky
jsmirky112@gmail.co
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John
Smirky
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a8e138275656b8e5d8f48a98c
3c92df2caba935

14. Data sits on USB key, desktop or laptop.
Data is hashed en route to network.
Manual Approach to using CRM data for ad targeting
Export of clear text
customer data (PII)
Direct upload to ad
network
data
source
s
device
s
accounts/
networks

15. Active Audiences
Data is hashed within Salesforce
Automated audience updating
Manage audiences with Journey Builder
Automation, governance and security with Active Audiences
Your data, already in the trusted
environment of Salesforce
Your customers, now securely matched
to an audience on the social network.
Unlimited data sources Single point of onboarding
(including suppression audiences)
Support unlimited ad accounts to
enable flexibility in execution.

16. How Salesforce Delivers 1 to 1 Journeys with Advertising
Collect Customer
Data in Real-Time From
All Channels
Integrate Data Sources
into a Single View
Segment &
Onboard Data for
Targeting
Personalize
the Journey
across channels

17. Social Network
Audience Available
for targeting within
Ads account
Audiences may be
defined by real-time
triggers such as:
Journey Builder
Social Topic Profiles
Audience Templates
Or segmentation
Audience Builder
Data imports
Any list or data extension
Onboarding to social
all data is
deleted
Data is securely
scrambled using
SHA-256 Hashing
Social.com:
Facebook (Desktop/Mobile),
Facebook Audience Network (Mobile apps)
Lookalike Audience
How it works
aggregate match count data

18. Social Network
Audience Available
for targeting within
Ads account
Audiences may be
defined by real-time
triggers such as:
Journey Builder
Social Topic Profiles
Audience Templates
Or segmentation
Audience Builder
Data imports
Any list or data extension
Onboarding to social
all data is
deleted
Data is securely
scrambled using
SHA-256 Hashing
Social.com:
Facebook (Desktop/Mobile),
Facebook Audience Network (Mobile apps)
Lookalike Audience
FUTURE STATE
aggregate match count data
Onboarding
Partner
DMP / DSP
CONFIDENTIAL

19. people + journeys
acquire
onboard
engage
retain
always be automating

20. use data about your best customers
to acquire new customers

21. Cedar Fair Entertainment Creates Thrilling Results With Active
Audiences
Increased ROI 3X compared to past performance benchmarks
Acquired new subscribers using a Facebook Lookalike of past guests
Converted past guests to a season pass purchase for upcoming season
“The results we’re seeing from Active
Audiences are greatly exceeding our
expectations.”
– Daryle Powers, VP CRM, Cedar Fair Entertainment

22. Outrigger acquires subscribers who are like their best guests
Identified high-value customer segments based on bookings history and recent email engagement
Used Active Audiences to create Facebook Lookalikes based on precise past guest segmentation
Created efficient campaign reaching target on Facebook mobile feed using Social.com
Beat Cost Per Acquisition goal by 89%
Respondents were 2X more
likely to opt-in for promotional email

23. use social listening
to identify new audiences,
and join the conversation
Heroku + (SFWT or London) <2 days

24. strengthen the bond with new customers
across channels

25. engage and drive new revenue

26. Would customers reached by both email and
Facebook advertising be more likely to convert?
TEST GROUP
925,000 email
subscribers
MATCHED AUDIENCE
565,000 subscribers (61%)
anonymously matched
through Facebook
Custom Audiences
35% opened emails
42% saw Facebook ads
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using
Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and
correlated ad impressions to email engagement and transactions. Findings are observational.
+
1)
Matched a group of email
subscribers to create a Facebook
Custom Audience
2) Targeted this audience with email
and ads over 2-week program
3) Matched transactions using
Offline Conversion Measurement

27. Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing
Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement
and transactions. Findings are observational.
Ads increased reach by
77%
Subscribers were 22% more
likely to convert when
reached
by both ads and email
Coordinating channels increased reach and conversions

28. take a progressive approach
to reactivation

29. Engage the half of your list that doesn’t open email
ACTIVE SUBSCRIBERS
Targeting ads to inactive subscribers,
with no open/click in 6+ months
✓ Inactive subscribers were even
more likely to click
on ads than active subscribers
✓ The retailer drove $13 in revenue
for every $1 invested in
Facebook advertising.
INACTIVE SUBSCRIBERS
Advertising click-through rate

30. Partner opportunities

31. 1. Implementation support
2. Customer segmentation / experience / journey strategy
3. Always-on program development
4. Data strategy and integration
5. Campaign management, especially always-on customer campaigns
Marketing Cloud Partner Services Opportunities

32. 1. Eligibility: Ensure that the customer can add Active Audiences to their current
agreement (has Pro, Corporate, Enterprise edition, or is a legacy email customer). Add
“Pro” edition if customer is not otherwise eligible to add Active Audiences to their
agreement.
2. Use case: Understand whether they need the usual # of audiences (75) with daily data
refresh, or if they can be successful with the more basic package (25 audiences and
weekly refresh)
3. Package: Pick a product SKU, in ETSF. See “notes” for FAQs and additional
considerations
For enablement and selling resources, see the
Active Audiences chatter group on NA7 or SAVO.
Pricing Active Audiences – 3 Steps

33. Pricing Active Audiences
Eligibility
Do they need a new edition?
To add Active Audiences, customer
needs
Pro, Corporate or Enterprise edition, or
an
equivalent email subscription.
If they don’t, sell Pro and see the notes
page of this document, Selling
Standalone.
Use Case
Audiences & Refresh
Pricing hinges on two things: The number
of
audiences the customer wants to manage
concurrently, and how frequently those
audiences should be updated. This can be
hard to estimate without the client having
some experience with 1:1 advertising.
Here are some guidelines:
1. If the client has only one or two use cases
and is just getting started, choose Package 1.
2. If they want to use Active Audiences and
Journey Builder, sell Package 2. It updates
the target audience daily, vs. weekly.
3. If client is segmenting their existing customer
base even moderately (geography, LTV, life
stage, products owned) sell Package 2.
4. If they buy Package 1 and need more
audiences or more-frequent updates, it’s
easy to upgrade to Package 2.
Product
Select the right SKU
212602: Package 1
25 audiences
Weekly audience refresh
212603: Package 2
75 audiences
Daily audience refresh
212605: Additional Audiences
100 audiences
Can only be added to 21603
1 2 3

34. Q&A

35. Thank you