The winning campaign was called the "Best Job in the World"and was essentially a big online job search conductedthrough social media for a new "caretaker" for HamiltonIsland in Queensland, Australia. Done on a comparativelypaltry marketing budget of just $1.7 million dollars and relianton fortuitous PR and word of mouth, the campaign achievedstunning results, including over 34,000 video entries fromapplicants in 200 countries, and more than 7 million visitorsto the site who generated nearly 500,000 votes.
Best Job in the World’s Ben Southallembarks on his next TourismQueensland adventure - ‘The BestExpedition in the World’. Ben exploresQueensland’s Great Barrier Reef on a From 21st May to 13th September you canfour month, 1600km kayak and sailing follow Bens route and read about hisjourney from the Town of 1770 on the exciting adventures as he makes his wayCentral Queensland coast, north to along the Great Barrier Reef.Cooktown in Queensland’s Tropical Click on a map thumbnail to zoom in.North. Keep up to date here on Ben’s View Ben’s Itineraryexperiences while he navigates one of Find out where Ben is nowthe best protected reefs in the world.
Coca cola campaign in Nigeria• Coca-Cola Nigeria online marketing campaign during the African Nations Cup (ACN) 2010 in Angola.• It wanted to position itself in the mind of its target audience as a brand that “Open Happiness” to Super Eagles Top Fans• It was also the Official Softdrink of the Super Eagles (Nigeria’s National Team).• The campaign produced some results worth noting.
Coca cola campaign in Nigeria• Target audience: Football loving Nigerians on sites regularly visited1.Goal.com,2.Facebook,3.Yahoo,4.Google and Google Content Network.• Duration: 2 weeks
Goal.com• Goal.com is the largest football destination in the World 12 million unique users a month.• In Nigeria it generates 20 million page views on Mobile Over 500,000 unique users each month online.• Its Nigerian audience is male bias and middle class working and reasonable disposable income.
Created a completely branded African Cup of Nations section on www.goal.com.
Paid Search/ Search Engine Marketing• Tactical use of search which generated tonnes of relevant traffic.• When Nigerians were looking for news or information on the Super Eagles or the Nations Cup, Coca-Cola appears with a message and directs them to the sponsorship page.• Display ads were targeted to keywords on high reach sites. This means the Coca-Cola ad would appear on pages that mention African Cup of Nations, Super Eagles or related terms.
The Result• Over 5 million page views on the online sponsorship in 2 weeks.• Over 20 million impressions and 40,000 clicks to the online sponsorship. It was a huge brand response success.
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com OnlineUser Community. You can search the site, browse around, and see what the community is interested in. A campaign is an outbound marketing project that you Accounts are your organizations customers, competitors, want to plan, manage, and track within Salesforce. It can and partners. Each account stores information such as be a direct mail program, seminar, print advertisement, name, address, and phone numbers. For each account, email, or other type of marketing initiative. you can store related information such as opportunities, activities, cases, partners, contracts, and notes. Campaigns Accounts Google AdWords™ is an online advertising service used to Contacts are all of the individuals associated with your create advertisements that display on major search business accounts that you need to track in Salesforce. engines, including Google. Many Salesforce customers You can store various information for a contact, such as advertise online with Google AdWords as a mechanism to phone numbers, addresses, titles, and roles in a deal. generate leads. Google AdWords Contacts Opportunities are the sales and pending deals that you With Web-to-Lead, you can gather information from your want to track. By adding opportunities, you are also company’s website and automatically generate leads. building your “pipeline,” which will contribute to your Web-to-Lead form can be used for contact me requests, forecast. You can also link opportunities to campaigns to registration pages, or campaign landing pages. help measure the ROI of your marketing programs. Opportunities Web-to-Lead Form A lead is a prospect or potential opportunity - a person you Products are the individual items that you sell on your met at a conference who expressed interest, or someone opportunities. You can create a product and associate it who filled out a form on your company’s website. with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated Leads Products price is called a price book entry.
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com OnlineUser Community. You can search the site, browse around, and see what the community is interested in. A forecast is your best estimate of how much revenue you Tasks are to-do items that need to be followed up on. They can generate in a quarter. This amount is divided between can be associated with accounts, contacts, leads, or other Commit Amount - the amount you can confidently close - custom objects. You can follow up on the task yourself, or and Best Case Amount - the total amount of revenue you assign it to another user. might possibly generate. A manager’s forecast should Task Forecasts include the amount of revenue the entire team can generate together. Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes emails, call notes, and calendar events, so A contract is a written agreement between two or more everyone is on the same page. parties. Many companies use contracts to define the terms for doing business with other companies. Track the Activities contract through your organization’s approval process and use workflow alerts to notify yourself when to initiate Contracts contract renewals. Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard A document library is a place to store files without reports, accessible in the Reports tab. You can also create attaching them to accounts, contacts, opportunities, or new custom reports to access exactly the information you other records. Each document in the document library Reports need. You can subtotal and limit your data to help you resides in a folder. The folder’s attributes determine the analyze trends and get a concise picture of what is accessibility of the folder and the documents within it. happening in your organization. Documents Dashboards give you a real-time snapshot of corporate Group calendaring will helps you better collaborate as a metrics and key performance indicators. A dashboard is a team, and arrange meetings with prospects and group of different charts (or components) that graphically customers. display your custom report data. You can select up to 20 different custom reports to display data graphically as Calendar Events Dashboards charts in each dashboard.
Campaign PreparationHow to target campaigns: Information to use when creating targets• Common Criteria – Geography – Title (e.g. CFO, Director of Sales) – Industry – Company Size – Product Interest – Installed products/services – Previous campaign and response history• Create fields to record what you need on Lead and Contact records
Campaign PreparationCampaign programs: Decide your channels and process Phone/TelemarketingSearch Engine/Google Ad Words Inside Opportunities Website Lead Capture/PR/Events Lead Qualify Field Opportunities Email Events Tips & Tricks Be sure to have a process defined for your programs and Campaigns
Campaign PreparationDefine campaign responses: Prepare what a response means Why are member status values so important? Every campaign has a specific outcome. Member Status captures this outcome What does a response mean to you? Multiple actions can result in a response What happens after a response? Be sure to map out your process Well defined Member Status values: – Can make reporting much easier – Sales can understand exactly what their prospect or customer did – Helps measure the success of your campaign! Note: We will get into more detail with Campaign Setup.
Campaign Preparation Define campaign access: Who should have access to campaigns? • Determine who should have access to Campaigns – Be default, all users have view access to campaigns, advanced setup and run campaign reports • The Marketing User check box on the user profile page indicates whether or not a user has the right to create and manage campaigns including: – Create a new campaign – Edit or delete an existing campaign – Update campaign statistics – Import leads into a campaign** – Mass update the status for members of a campaign** – Configure advanced campaign setup to define member status values – Run campaign reports across multiple campaigns** In order to use the campaign import wizards, Marketing Users must also have the Marketing User profile (orthe "Import Leads" permission in Enterprise Edition organizations).
Agenda• Campaign Preparation – Goal of the Campaigns – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access
Campaign ExecutionBuild campaign: Include key fields for tracking Tips & Tricks Have a naming convention: e.g. EMEA – FY08Q3 – Success Tour - Brussels Tips & Tricks Update the Type picklist field and keep the total number of values to no more than 10 and include general types Tips & Tricks Define your lead source values so they tie back to budget Tips & Tricks Tie campaigns together with the “Parent Campaign” field
Campaign Execution Build campaign: Categorizing for campaign measurement• Products and services – Create a campaign picklist field for Product or Focus Area• Advertisements and publications/media – Create a picklist field for Ad Type with values such as Magazine, Newspaper, Online, etc. – Create another picklist for specific publication so you can report on both levels• Agencies creating materials – Track which agencies are tied to your successful campaigns by creating a Creative Source or Creative Piece picklist field• Offers made in campaigns – Track the different types of high-level offers (e.g. whitepapers, demos, web seminars) to track overall effectiveness
Campaign ExecutionBuild campaign: Set up member response status values
Campaign ExecutionBuild campaign: Set up member response status values Tips & Tricks Member Status tells Sales exactly what their prospect or customer did Tips & Tricks You can have more than one “Responded” value! Tips & Tricks # Responses metric is the sum of all members with a status checked as “responded” 24
Campaign Execution Build campaign: Understand statistic calculations first!1) Total Leads = SUM of all leads 2) Total Contacts = SUM of all associated with this campaign contacts associated with this Includes converted leads that you campaign can’t see in the app # Contacts will decrease if two # Leads will decrease if two lead contact records are merged, or if a records are merged, or if a lead is contact is deleted deleted 4) Total Responses = SUM of all visible records associated to this campaign that have a member3) Converted Leads = SUM of all leads status with the “Responded” box associated with this campaign that checked have been converted to a contact ** Best metric for success of Includes leads converted to new or campaign – when member existing contacts statuses are set up correctly!
Campaign Execution Build campaign: Understand statistic calculations first!1) Total Value Opportunities = 3) Budgeted Cost = Amount of money Calculated field for the amount of budgeted for the campaign all opportunities associated with This field is not required to this campaign incl. closed/ won calculate the ROI of the campaign For organizations using multiple currencies, amounts are converted to campaign currency Does not include opportunities that influenced campaign 4) Actual Cost = Amount of money spent to run the campaign2) Total Value Won Opportunities = Field needed to calculate ROI Calculated field for total amount of ** The ROI is calculated as the net all opportunities associated with gain (Total Value Won the campaign hierarchy, including Opportunities - Actual Cost) closed/won opportunities divided by the Actual Cost. The All campaigns in a hierarchy must ROI result is expressed as a use the same currency percentage.
Campaign ExecutionBuild campaign: Understand statistic calculations first! The Campaign ROI Analysis Report calculates the return on investment and average costs for your campaigns Tips & Tricks Be sure to fill out the Actual Cost field so your ROI will be calculated for you
Campaign ExecutionBuild campaign: Consider using Campaign Hierarchies • Campaign hierarchies provide a powerful categorization tool that enables you to analyze/report on the health of your related multi- channel, integrated campaigns – It is important that marketing managers use a Parent Campaign1 to tie these elements together and enable reporting across all tactics Tips & Tricks Example: The naming convention should include the quarter and fiscal year of the campaign
Campaign Execution Build campaign: Consider using Campaign Hierarchies• When using Parent Campaign, you can see the whole picture!
Campaign ExecutionBuild campaign: Consider using Campaign Influence!• Because opportunities are usually influenced by more than one campaign, the campaign influence feature allows you to manually or automatically associate multiple influential campaigns to a single opportunity – Enable Campaign Influence for automatic association – Configure Time Frame and/or Association Rules • Influential campaigns are automatically added to opportunities when a campaign is related to a contact that is assigned a contact role on an opportunity prior to the close date of the opportunity • Campaign Influence Time Frame, if specified, is the maximum number of days between the campaign first associated date and opportunity created date. Campaigns associated to a contact prior to this timeframe will not be considered influential – Add the Campaign Influence related list to Opportunity Page Layout – Primary Campaign Source on Opportunity is the “most” influential • When Lead is converted, their campaign is automatically inserted into this field • If the Lead is linked to multiple campaigns, most recently updated member status wins • Can update field manually or through Campaign Influence related list
Campaign ExecutionBuild campaign: Best practices for Campaign Influence• Consider the following rules when setting up and using Campaign Influence: – Add Contact Roles to your Opportunity page layouts – Instruct Sales to add key contacts in Contact Roles associated to their deal so campaigns are automatically correlated – If using Sales to send e-mail templates for a specific Campaign: • First, ensure you have a good Contact de-dupe strategy • Instruct Sales to send e-mail from Contact record but change the “Related To” to Campaign and include the name so it’s easy OR just ask Sales for their top Contacts and you do the work!
Campaign ExecutionCampaign tools: Set up HTML E-mail Templates E-mail Templates are easy to set up! Set up your Letterhead to standardize the look and feel of HTML email templates Include graphics through the Documents tab
Campaign ExecutionCampaign tools: Start off with a unique landing page using Web-2-Lead Web-to-LeadTips & Tricks Tips & TricksKey fields are hidden like Campaign Brand the form to match the offerID, Member Status, Product Line, they received and keep your fieldsLead Source, etc. shortTips & TricksLeverage Apex code to assist with With Web-to-Lead, you can gather information from yourde-duping before creating Lead company’s website and automatically generate leads. Web-to-Lead form can be used for contact me requests,record in Salesforce registration pages, or campaign landing pages. De-duping Web-to-Lead Form logic can be included!
Campaign Execution Campaign members: Mass add Campaign Members Note: You can use other import sources! Tips & Tricks Salesforce provides a variety of ways in which you canWhen adding NEW members via manage the leads, contacts, and person accounts that you are targeting with your campaigns. You can choose whichimporting a file, it’s important to method to use based on your business needs; for example,have a de-dupe strategy you can add and update up to 50,000 campaign members Manage Members at a time through lead or contact.
Campaign Execution Mass Email: Consider using email marketing partners Tips & Tricks You can send mass email to a maximum of 1000 external email addresses per day, consider our e- mail marketing partners Email Marketing PartnersTips & TricksConsider an Email Marketing TaskForce to ensure customers andprospects are not being emailedtoo frequently
Campaign Tracking Campaign responses: How does one respond? Phone/TelemarketingSearch Engine/ Google Ad Words Website Website Response PR/Events Individual Response Manual Update Email Mass Events Update Tips & Tricks Set up the processes you need each response channel to follow for your Call to Action
Individual Manual Campaign Tracking Update Campaign responses: Individual manual update 1. Search for Lead or Contact, update status 2. Add Lead to Campaign For campaigns that elicit responses one-by-one, for3. Pick correct Member Status example, via a phone call to a sales rep, you can manually link a contact, lead, or person account to a campaign and update that individual’s campaign status. Any user can do this via the Campaign History related list on a contact, lead, Campaign History or person account.
Mass Campaign Tracking Update Campaign responses: Mass updateTips & Tricks Salesforce provides a variety of ways in which you canWhen adding members via manage the leads, contacts, and person accounts that you are targeting with your campaigns. You can choose whichimporting a file, it’s important to method to use based on your business needs; for example,have a de-dupe strategy you can add and update up to 50,000 campaign members Manage Members at a time through lead or contact.
Campaign Tracking Campaign measurement: Salesforce campaign reports• Utilize the 8 standard pre-built Campaign Reports• Customize your own!
Campaign TrackingCampaign measurement: Salesforce e-mail campaign report with integration
Campaign Tracking Campaign measurement: Proven customer success Measuring and Improving Business Reduced time for Reduced time for 100% increase in lead 100% increase in lead preparing email preparing email conversion rate. conversion rate. campaigns by 95%. campaigns by 95%. Campaign Campaign Lead Analysis Revenue Management Went from managing 1 Went from managing 1Increased lead conversion Increased lead conversion to 16 simultaneous to 16 simultaneous by 400%. by 400%. Campaign ROI Lead Tracking campaigns. campaigns. Leads Analysis “40 percent reduction in time to “Increased lead generation by 20 “40 percent reduction in time to build email marketing sends” percent and reduced follow-up time build email marketing sends” by 50 percent”
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com OnlineUser Community. You can search the site, browse around, and see what the community is interested in. Make searching data and interacting with the results of With Salesforce you can create email templates for your searches simple, smooth, and highly effective. Inline common emails such as web-to-lead responses, sales paging and sorting features simplify the task of working prospecting, announcements, and internal workflow. You with large sets of search results. Powerful filtering and Email Templates can even personalize parts of the email with information scoping functions narrow searches and results. from the contact or account record. Search Customization options enable users to design search results layouts that are tailored for the way they work. Plan and execute email campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 Outlook users enjoy high levels of productivity with Apex emails per mass mailing, while Unlimited Edition customers Connect Outlook—formerly called Outlook Edition—which Mass Email can send 1,000 emails per mass mailing. Salesforce can makes it easy to synchronize important customer data also integrate with third-party marketing solutions and between two commonly used applications. With Connect offers out-of-the-box integration with several top email Outlook 3.0 in Spring ’07, productivity for Outlook users Connect Outlook marketing vendors. gets another boost with several enhancements. Users can add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign and opportunities. metrics, such as whether recipients open the messages, Email Tracking when they open them, and more. You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de- dupe solution you can automatically route those requests The ability to easily import data into Salesforce is one of to the person who owns the account. the applications key benefits. Import excel worksheets or Web-to-Lead Form CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Salesforce Community for more With computer-telephony integration (CTI) capabilities, you Import Wizard information. can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, CTI Integration salesforce.com delivers unlimited productivity to your call centers.