Innovation Tour Madrid - Marketing Cloud Break Out

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Cómo convertir el análisis en acción y las conexiones en clientes para toda la vida, con Radian6 y Buddy Media (caso de éxito: HP)

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Innovation Tour Madrid - Marketing Cloud Break Out

  1. 1. Transform the way you market with the Marketing CloudLuca Benini, Managing Director Buddy Media, EuropeSalesforce Marketing Cloud Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud
  2. 2. Safe HarborSafe 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 uncertaintiesmaterialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed orimplied 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 statementsregarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgradedservices 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 functionalityfor our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results andrate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated withcompleted and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, ourability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customerdeployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for themost recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containingimportant 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 andmay not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that arecurrently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Turn Insight Into Action With The Marketing Cloud Cloud . Mobile . Social
  4. 4. The Only Unified Social Marketing Suite Turn insights into action, and connections into Customers for Life. Salesforce Platform
  5. 5. Social Listening: Listen at Social Scale • Real-time reporting 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.
  6. 6. Social Content: Create Compelling Social Presences• Build social canvasses that create action• Grow connections with social applets• Optimized for for teams with workflow +37% campaign effectiveness
  7. 7. Engagement: Connect With Customers• Create & manage your social contentcalendar• Engage with customers and buildcommunity• 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.
  8. 8. Social Ads: Amplify Your Content• Amplify your brand and communitystories• Reach customers by profile andactivity• Optimize campaigns in real-time
  9. 9. Measurement: Track Campaign Effectiveness• Measure everything from campaignsto conversions• Insights across all social andcampaign Metrics• Optimize activity and maximizeeffectiveness
  10. 10. Workflow & Automation: Align Marketing, Sales, & Service Build Social Customer Profiles Share Social Posts & Insight Across Your Company Work At Social Scale & Speed +44% Increased Social Sales Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
  11. 11. Use case 1:Gucci & User Generate Content
  12. 12. Gucci & User Generated Content•  The challenge: create a promotion based on User Generated Content; launch and coordinate centrally, deploy and manage globally.•  Solution: Gucci Cut&Craft – let’s take a look.
  13. 13. Cut & Craft: 3 phases
  14. 14. Cut & Craft Mobile Mobile optimized content helped extend the audience and the opportunities for people to see the promotion and engage with it
  15. 15. Cut & Craft: some stats Hundreds of masterpieces submitted Hundreds of thousands of votes casted during the 6 weeks of the promotion
  16. 16. Cut & Craft: community impact Cut&Craft contents have generated some of the most successful and engaging posts of 2012
  17. 17. Cut & Craft – Key learningso  User Generated Content: It’s possible!o  Fans want to get involvedo  The Brand’s recognition and some of the “15 minutes of fame” are the best prize to foster true fans’ engagement
  18. 18. Use case 2:Forbes: Social forMedia&Publishing
  19. 19. Social: from tactic to strategic
  20. 20. Forbes•  The challenge: reinventing its model with Social•  The solution: put (almost) everything in the hands of the users – Social By Design
  21. 21. Redesign the whole experience around people
  22. 22. Beyond design: content meets engagement
  23. 23. Beyond design: content meets engagement
  24. 24. Results are immediately visible
  25. 25. An invite to share
  26. 26. Keeping privacy under control
  27. 27. Friends see my answer
  28. 28. The virtuous circle of Social is ignited
  29. 29. Interactions become contentContent becomes conversations
  30. 30. Great internal success, on all fronts“I really like how the editors behind the scenes can pop into thecontent and add layers of interaction.” 
- Jessica Hagy, Forbes contributor #
  31. 31. New formats for new “advertorial” opportunities• Forbes leverages its community to create a new distribution channel• • Advertisers can sponsor new spaces created thanks to the thriving Forbes community
  32. 32. Social is at the core of Forbes’ success- More Users- More Usage and Pages Viewed- More Content- More Formats
  33. 33. Forbes: Key Learnings•  Focus on key business drivers and objectives•  It’s crucial to fully embrace Social putting people at the center of the strategy• Social becomes strategic for the growth of the business
  34. 34. Use case 3:Starwood: Social at Scale
  35. 35. Starwood Hotels
  36. 36. Starwood•  The challenge: Social at Scale•  The solution: technology as the enabler of scalable efficient processes
  37. 37. 9 Brands, 1,300 Hotel, 1,500 users
  38. 38. Centralized support & coordination
  39. 39. “Seeding” of content
  40. 40. The community is local
  41. 41. User experience & brand are consistent globally
  42. 42. Data is unified centrally
  43. 43. Starwood: Key Learnings•  Social presents new challenges for global marketing in real time•  Technology is the enabler for processes optimization•  Social at scale? From a challenge to a world of opportunities
  44. 44. Thank you Facebook.com/MarketingCloud linkedin.com/in/lucabeniniLuca Benini, Managing Director Buddy Media, Europe @lucaben1n1Salesforce Marketing Cloud @MarketingCloud

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