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Transform the way you market at social scale


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Hilarie Koplow-McAdams, President Commercial SMB Unit for Salesforce, and Michael Lazerow, CMO of Marketing Cloud for Salesforce, made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.

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Transform the way you market at social scale

  1. 1. Transform The Way You Market at Social Scale Hilarie Koplow-McAdams President, Commercial/SMBUnit Michael Lazerow CMO, Marketing Cloud /salesforce @salesforce Chief Marketing & Sales Officer Forum, 2012
  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 uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services 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 functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter. This document and others 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 press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward- looking statements.
  3. 3. Agenda 1. Our vision 2. Social changes marketing forever 3. Framework for social transformation 4. 2 stories
  4. 4. Our Vision
  5. 5. Our Mission: Cloud Computing Driver, Catalyst and Evangelist Mainframe Enterprise Cloud Computing Client/Server Today1960s 1980s
  6. 6. #1 in Enterprise Cloud Computing Cloud Computing Cloud CRM Innovation 2011, 2012
  7. 7. 1960s Mainframe Computing 1970s Mini Computing 1980s Client Server Computing 1990s Cloud Computing 2000s Mobile Computing 2010s Social Revolution x 10x 100x 1,000x 10,000x 100,000x The Social Revolution
  8. 8. Social Revolution: Business is Social Enterprise Adoption of Social Networking 70% Companies Adopted Social 2008 2009 2010 2011 201 2 $1.3 Trillion in value can be unlocked through social technologies. “ ” Source: 2012 McKinsey Global Institute Study: “The Social Economy”
  9. 9. Social Networking Sales Forces Call Centers Websites Traditional Approaches Partners Customer Connections CEOs believe social will become one of the top two ways to engage customers, mainly at the expense of traditional approaches. - IBM CEO Study 2012 ” “ 256% Growth over 3 years Source: 2012 IBM Global Chief Executive Office Study Social Revolution: For CEOs, Social at the Top
  10. 10. Connect with Your Customers in a Whole New Way Connected Partners Connected Employees Connected Products Connected Customers
  11. 11. Business is Social Your Customer Cloud . Mobile . Social
  12. 12. Social Changes Marketing Forever
  13. 13. Social Media Has Changed Marketing Forever The Largest Shift in 60 Years Engaging Transparent Targeted Unsolicited One to many Untargeted
  14. 14. People Are No Longer Faceless Data Email Addresses Residential Addresses Cell Phone Numbers Cookies That Expire in 30 Days
  15. 15. People Are PEOPLE And Are More Connected Than Ever Enormous Opportunity: Listen to Your Customers Build & engage connections Turn insight into action
  16. 16. 2012 2009 2010 2011 conversations per day 150M Sources: Twitter Social Revolution: Customer Conversations Exploding
  17. 17. Sources: Twitter Your Connections Are More Likely to Buy From You 2X More likely to buy
  18. 18. People Expect Companies to Engage In Social Refusing to respond on social creates the same wrath from customers as not answering the phone* 15%Increased customer retention if you engage Source: Gartner Press Release and Quote Carol Rozwell August 1st 2012 *Estimated equivalent impact by 2014 What is the deal with… What do you think about…?
  19. 19. But Social Has Created Chaos For Marketing Your Company Marketing Community Manager Creative eCommerce Media Digital PR Messaging Social Media Uncoordinated Action Limited Insight
  20. 20. Resulting in Ineffective Social Marketing Efforts Ineffective Social Marketing 55% of CMOs find it hard to link social to sales 70% Don’t Have a Integrated Social Strategy 35% of CMOs overwhelmed creating fresh content 61% of CMOs uncertain about social ROI Unclear ROI No Social Foundation Lack Compelling Content Not Integrated to Sales & Service Sources: Twitter Chief Marketer 2012 Social Marketing Study IBM from stretched to strengthened Oct. 2012 Grayling Pulse Survey
  21. 21. Framework for Social Transformation
  22. 22. Three Pillars of Social Marketing Transformation Social ContentSocial Listening Workflow & Automation
  23. 23. Three Pillars of Social Marketing Transformation Social ContentSocial Listening Workflow & Automation Customers for Life Insights + Action + Integration
  24. 24. Three Pillars of Social Marketing Transformation Social ContentSocial Listening Workflow & Automation Customers for Life Insights + Action + Integration +94% Improved brand monitoring 7x Increase in shares Listen at Social Scale Publish at Social Scale 42% Decreased customer service costs Integrate at Social Scale 2x More likely To buy Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected. Forester: The Facebook Factor
  25. 25. Foundation of Social Strategy: Insights improved brand monitoring +94% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected. Get Actionable Insight from Over 400 Million Social Sources Go Beyond the What to the Why Uncover marketing, Sales & Service opportunities
  26. 26. Turn Insights into Actions Increase in shares on social 7x Use insights to take actions that produce real business results Grow connections with social content and applications Engage to grow community Extend across social & traditional web presences
  27. 27. Integration Provides Unified View of Connections increased social sales +44% Integration of social into sales, service and marketing drives revenue growth, lower costs and increases loyalty Add relevant social mentions to customer records to empower teams Leverage customer insights to build better products
  28. 28. “Changing The Way Banking Happens”
  29. 29. “I want to be networked and in the loop.” “I want to do business with you when I want to do business with you.” Top values: trust, transparency and value. Insight
  30. 30. 24 hour customer service via social channels Personalization of all experiences Friend payments via mobile phone Action Same-day access to deposits Instant loan approvals
  31. 31. Real-time banking core puts people at the center Social media conversations and data fully integrated into CRM systems Unified view of customer empowers all front-line employees Marketing programs support customer value proposition Integration
  32. 32. #1 bank in Australia #1 financial destination in Australia Customers for Life! Results Sustained innovation around people drives shareholder value.
  33. 33. “Speak Social”
  34. 34. Predictive analytics via social insights provides Burberry window into customer preferences. Social service provides response real-time online and within 20 minutes phone and email. Insight
  35. 35. Runway show in London open to public. Content publishing efforts based on actual conversations and customer engagement. Brand as cross-platform media company – Burberry understands audience better than media companies. Action
  36. 36. “Digital synchronization” drives unified brand voice Collaboration brings associates closer to each other & the customer. Social and retail data used to personalize the in-store experience. Unified view of customer drives coordination across every department. Integration
  37. 37. Active community of 20M connections on more than 10 social platforms, the web and mobile Stock price up 425% since Jan. 2009 Customers for Life! Results 2 years of 23%+ growth
  38. 38. Key Takeaway
  39. 39. Three Pillars of Social Marketing Transformation Turn insights into actions and connections into customers for life. Customers for Life Insights + Action + Integration
  40. 40. THANK YOU