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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.
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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Un-Silo your Social- Salesforce FastForward LA event

  1. 1. TURNING SOCIAL INTO BUSINESS OUTCOMES 9.12.13
  2. 2. DEEP EXPERTISE
  3. 3. For Too Many Companies.... TECHNOLOGY SOCIAL MARKETING IS INEFFECTIVE
  4. 4. NO SILOS
  5. 5. INTEGRATION WITHIN SOCIAL EFFORTS
  6. 6. INTEGRATE ACROSS OTHER MARKETING
  7. 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. 8. COMPETITIVE OPPORTUNITY CMO Survey, Aug 2013
  9. 9. MOST COMMON CMO QUESTIONS “How does all of this work together?” “How do I show ROI?” “Where do we start?”
  10. 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. 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. 12. ROADMAP
  13. 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. 14. WHAT IS MARKETING CLOUD?
  15. 15. WHAT IS MARKETING CLOUD?
  16. 16. SOCIAL LISTENING
  17. 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. 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. 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. 20. LISTENING/ENGAGEMENT
  21. 21. PUBLISHING
  22. 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. 23. PUBLISHING CONSIDERATIONS • Have a consistent cadence in your posts • Optimize, optimize, optimize • Use learnings from Listening to fuel your content strategy
  24. 24. PUBLISHING
  25. 25. ADVERTISING
  26. 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. 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. 28. ADVERTISING
  29. 29. SUMMARY
  30. 30. NO SILOS
  31. 31. THANK YOU!

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