Innovation Tour Madrid - Marketing Cloud Break Out
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
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Turn Insight Into Action With The Marketing Cloud Cloud . Mobile . Social
The Only Unified Social Marketing Suite Turn insights into action, and connections into Customers for Life. Salesforce Platform
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.
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
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.
Social Ads: Amplify Your Content• Amplify your brand and communitystories• Reach customers by profile andactivity• Optimize campaigns in real-time
Measurement: Track Campaign Effectiveness• Measure everything from campaignsto conversions• Insights across all social andcampaign Metrics• Optimize activity and maximizeeffectiveness
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.
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.
Cut & Craft Mobile Mobile optimized content helped extend the audience and the opportunities for people to see the promotion and engage with it
Cut & Craft: some stats Hundreds of masterpieces submitted Hundreds of thousands of votes casted during the 6 weeks of the promotion
Cut & Craft: community impact Cut&Craft contents have generated some of the most successful and engaging posts of 2012
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
Interactions become contentContent becomes conversations
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 #
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
Social is at the core of Forbes’ success- More Users- More Usage and Pages Viewed- More Content- More Formats
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
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
Thank you Facebook.com/MarketingCloud linkedin.com/in/lucabeniniLuca Benini, Managing Director Buddy Media, Europe @lucaben1n1Salesforce Marketing Cloud @MarketingCloud