Un-Silo your Social- Salesforce FastForward LA event

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Rob Silas, Magnet 360 Senior Director, Marketing Cloud Practice, explains the importance of Un-Siloing your social practices. …

Rob Silas, Magnet 360 Senior Director, Marketing Cloud Practice, explains the importance of Un-Siloing your social practices.
Description:
How do we turn social activity into business outcomes, and business outcomes that we can measure?
Those of you that think trying to accomplish this is difficult, you are not alone…

Turning social into insights, action, and return IS hard to do, CMOs are disconnected from the reality of social media. They don’t understand the real time, the emotion, and the opportunity to connect with people.

But this can be solved, and we can solve it! The keys are People, Process, and Technology. Social is agile, and this presentation helps explain and provides steps to make it that way in your organization.

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  • Thank you for the time today.My name is _________________, and I look forward to walking you through a few slides about Magnet 360.Magnet 360 was founded in 2008 and is based out of Minneapolis, MN with office in New York and ______ employees.Where applicable (in Salesforce conversations): Our salesforce.com partnership dates back to 2004, and started with Reside, which became part of Magnet 360 in 2012.
  • We have threeuniques that enable our Mantra. If you only remember three things about Magnet 360, remember these three things:We help our clients with Marketing Strategy for B2B and B2C EngagementThrough our Deep Technical Expertise, we map that Strategy to the salesforce.com platform Last, we Drive Competitive Advantage for our Clients Through Iterative DeliveryAny ONE of these items in itself is not unique. But the combination of the three sets us apart in the marketplace. (Can you think of anyone that can do these three things? - OR - I can’t think of anyone else that can do these three things.)I’m going to spend a few moments giving you a high-level overview of our 3 uniques.
  • How do we turn social activity into business outcomes, and business outcomes that we can measure? How many think this is easy to do? How many think it’s difficult?Those of you that think it’s hard, you are not alone…Turning social into insights, action, and return IS hard to do—add a CMO Council slide after this one. So what is this telling me? First of all, CMOs are disconnected from the reality of social media—topic for another day but I really believe this to be true. They don’t understand the real time, the emotion, and the opportunity to connect with people. Also solves their Big Data problems—some estimate that 80% of Big Data is text.We can solve—but maybe not all at one time. People, Process, and Technology. Social is agile—need to leverage it as such.
  • The initial launch of the sapplets generated 33 immediate new likes on Facebook, 26 shares, and over 2,600 views. Over the course of the competition Magnet 360 received 55 new likes on Facebook, 6,000 more views per week on their FB page, and 8,000 people viewed the March Madness App. The sapplets also received 1,500 votes, and 67 Shares of the App on Facebook by users. Several Magnet 360 employees were tracked with increased Twitter engagement as they shared the contest, and were re-tweeted and replied to through that interaction.Since the competition, Magnet 360’s employees have not only maintained social engagement with the brand, but have increased their awareness and engagement across all of the firm’s social channels.
  • The initial launch of the sapplets generated 33 immediate new likes on Facebook, 26 shares, and over 2,600 views. Over the course of the competition Magnet 360 received 55 new likes on Facebook, 6,000 more views per week on their FB page, and 8,000 people viewed the March Madness App. The sapplets also received 1,500 votes, and 67 Shares of the App on Facebook by users. Several Magnet 360 employees were tracked with increased Twitter engagement as they shared the contest, and were re-tweeted and replied to through that interaction.Since the competition, Magnet 360’s employees have not only maintained social engagement with the brand, but have increased their awareness and engagement across all of the firm’s social channels.
  • The initial launch of the sapplets generated 33 immediate new likes on Facebook, 26 shares, and over 2,600 views. Over the course of the competition Magnet 360 received 55 new likes on Facebook, 6,000 more views per week on their FB page, and 8,000 people viewed the March Madness App. The sapplets also received 1,500 votes, and 67 Shares of the App on Facebook by users. Several Magnet 360 employees were tracked with increased Twitter engagement as they shared the contest, and were re-tweeted and replied to through that interaction.Since the competition, Magnet 360’s employees have not only maintained social engagement with the brand, but have increased their awareness and engagement across all of the firm’s social channels.
  • Through our Deep Technical Expertise, we map that Strategy to the salesforce.com platform. We have been a leading salesforce.com partner since 2004 -- helping clients innovate and educate on all that Salesforce does beyond the core of Sales and Service Cloud.salesforce.comAt the center you have salesforce.com – Sales and Service Clouds which are ranked number 1 by Gartner quadrants.Salesforce.com was recently named “Forbes Most Innovative Company” for the 2nd year in a row. Branded Sites, Apps, and CommunitiesMost people don’t realize they also have a Community/Portal platform (Chatter Communities), the #1 Facebook development platform (Heroku), and the Web Content Management System (Site.com)Progression of .com’s (sites), communities, and apps from a maturity level.Marketing Automation and Channel AutomationSalesforce doesn’t have a pure marketing automation platform, that is where the power of the AppExchange comes in. The AppExchange is the iTunes for business apps. With 1,500+ apps it gives us the ability to see if something is available vs. building it. That is the case in Marketing Automation, because the Marketing automation space is very mature, there are integrations between the major players and Salesforce in order to track engagement.The three market-leading platforms: Marketo, Eloqua, and Hubspot have 70% of their customers using salesforce.com.If applicable - In the B2B space we also see a need for Marketing Fund Management for distributors and partners. Our partner, Marketing Bridge can handle that.Social Campaign managementFinally, Salesforce has invested over $1Billion into their social campaign management suite called the Marketing Cloud. It allows you to listen, create content, track engagement, buy ads based on the best performing content and integrates it all back into your CRM.
  • Engagement opportunities are prevalent across the organization…most typically related to Customer Service/Support and Sales. The most prevalent engagement opportunities across all three industries is in customer service and support. Strategic planning and marketing posts are typically consumers talking generally about insurance brands and competitors. Innovation posts are those where consumers are talking specifically about features and benefits of their plans. Examples of each of these posts is coming up a few slides ahead

Transcript

  • 1. TURNING SOCIAL INTO BUSINESS OUTCOMES 9.12.13
  • 2. DEEP EXPERTISE
  • 3. For Too Many Companies.... TECHNOLOGY SOCIAL MARKETING IS INEFFECTIVE
  • 4. NO SILOS
  • 5. INTEGRATION WITHIN SOCIAL EFFORTS
  • 6. INTEGRATE ACROSS OTHER MARKETING
  • 7. INTEGRATE ACROSS THE ENTERPRISE Strategic Planning Sales Marketing Innovation Customer Service • Industry • Competitors • Hot topics • Trends • Purchase intent • Lead gen • Funnel analysis • Brand perception • Brand reach • Content strategy • Product Development • New opportunities • Desired features • Issue resolution • Product performance • Support trends Insights Business Value
  • 8. COMPETITIVE OPPORTUNITY CMO Survey, Aug 2013
  • 9. MOST COMMON CMO QUESTIONS “How does all of this work together?” “How do I show ROI?” “Where do we start?”
  • 10. PEOPLE • Use the Analysis—Insights framework: - What: reporting on the numbers - So What: practical application to a business need/situation - Now What: the actions to take based on the analysis
  • 11. ASSESS SOCIAL MATURITY Social Media Adoption ExtensiveLimited HighLow 4 2 3 1 ProductAdoption Informal • Siloed social efforts • No policies or training • Leadership asking “why” Organized • Full time social media employees • Brand monitoring with free tools • Direct Engagement (e.g. Service) Engaged • Creating and publishing content • Measuring ROI in some form • Competitive and Industry monitoring Optimized • Paid/owned/earned is optimized • Social embedded across enterprise • Senior leadership active in social
  • 12. ROADMAP
  • 13. P l a t f o r m f o r E n g a g e m e n t /// Partner Since 2004 /// 1,500 + Platform Projects /// 73 Certifications /// 8.8 Customer Satisfaction Score
  • 14. WHAT IS MARKETING CLOUD?
  • 15. WHAT IS MARKETING CLOUD?
  • 16. SOCIAL LISTENING
  • 17. LISTEN FOR ENGAGEMENT OPPORTUNITIES ACROSS THE ENTERPRISE Strategic Planning Sales Marketing Innovation Customer Service • Industry • Competitors • Hot topics • Trends • Purchase intent • Lead gen • Funnel analysis • Brand perception • Brand reach • Content strategy • Product Development • New opportunities • Desired features • Issue resolution • Product performance • Support trends Insights Business Value Social Listening Across the Enterprise
  • 18. LISTENING/ENGAGEMENT Tracked social conversations around their largest summer event, The Ultimate Pool Party Provided real-time results and recommendations for engagement Used Radian6 workflows to identify key influencers and contest participants to select contest winner in real-time Reach of Sponsor Mentions 39,300,000 20,063,000 3,700,000 1,500,000 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 Fontainebleau Visit Florida Pepsi Fiat
  • 19. LISTENING CONSIDERATIONS • Make sure you are listening for your brand and your client’s brand names • Look for conversations from people that influence brands: listeners, consumers, buyers • Use learnings from Listening to across all of your Marketing tactics
  • 20. LISTENING/ENGAGEMENT
  • 21. PUBLISHING
  • 22. PUBLISHING Uses Buddy Media as a platform tool to manage social content and engagement across multiple brands Created flexible social app for Jack Daniels content that can be easily modified for different contests A social CMS for managing social content publishing, landing pages, and microsites
  • 23. PUBLISHING CONSIDERATIONS • Have a consistent cadence in your posts • Optimize, optimize, optimize • Use learnings from Listening to fuel your content strategy
  • 24. PUBLISHING
  • 25. ADVERTISING
  • 26. ADVERTISING Targeting specific audiences as well as Custom Audience and Look-Alike Audiences to increase reach quickly Amplifying mentions of TouchVision using special ad units Allows for fast ad unit optimization via multi-variate testing
  • 27. ADVERTISING CONSIDERATIONS • Understand and utilize all of the segmentation options available • Be sure to amplify organic content to “help” give it greater reach • Integrate social ad buys with email, paid search, and other paid media efforts
  • 28. ADVERTISING
  • 29. SUMMARY
  • 30. NO SILOS
  • 31. THANK YOU!