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Innovation Tour Milan - Marketing Cloud Break Out


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I Social Media stanno apportando il più profondo e radicale cambiamento nel Marketing degli ultimi 60 anni. Salesforce Marketing Cloud lavora con i più importanti brand del mondo permettendogli di trasformare analisi di dati in azioni di marketing e tramutare semplici connessioni (follower e like) in clienti per la vita.

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Innovation Tour Milan - Marketing Cloud Break Out

  1. 1. Transform the way you market with the Marketing CloudLuca Benini, Managing Director Buddy Media, EuropeSalesforce Marketing Cloud @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, 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 products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of, 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., 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 e User Generated Content•  La sfida: creare una promozione, a livello globale, basata su User Generated Content•  La soluzione: Gucci Cut&Craft
  13. 13. Cut & Craft: 3 fasi Source – Buddy Media Data 1 Sept – 8 Nov *= Arabic, Italian, Spanish, French & English aggregated
  14. 14. Cut & Craft Mobile La presenza di contenuti ottimizzati per mobile ha contribuito ad aggiungere visibilita’ alla promozione
  15. 15. Cut & Craft: qualche numero Centinaia di capolavori inviati Centinaia di migliaia di voti ricevuti durante le 6 settimane della promozione Source – Buddy Media Data 1 Sept – 8 Nov *= Arabic, Italian, Spanish, French & English aggregated
  16. 16. Cut & Craft: impatto sulla communityI contenuti di Cut&Craft hanno generato alcuni dei post piu’ di successo per Gucci nel 2012 Source – Buddy Media Data 11 Aug – 8 Nov
  17. 17. Cut & Craft – Cosa abbiamo imparatoo  User Generated Content: si puo’ fare!o  I fans volgiono partecipareo  Per chi ama il brand il premio piu’ ambito puo’ essere semplicemente “esserci”…!
  18. 18. Use case 2:Forbes: Social incontra Media&Publishing
  19. 19. Social: da tattico a
  20. 20. Forbes•  La sfida: reinventarsi completamente con Social•  La soluzione: mettere (quasi) tutto nelle mani degli utilizzatori – Social By Design
  21. 21. Ridisegnare l’esperienza intorno agli utilizzatori
  22. 22. Oltre il disegno:integrare l’interazione con i contenuti editoriali
  23. 23. Oltre il disegno:una semplice domanda
  24. 24. Oltre il disegno:I risultati sono immediatamente visibili
  25. 25. Oltre il disegno:Un invito a condividere la mia opinione su FB
  26. 26. Oltre il disegno:la privacy e’ sotto controllo
  27. 27. Oltre il disegno:Gli amici vedono la risposta
  28. 28. Oltre il disegno:La scintilla che fa partire il circolo virtuoso di Social
  29. 29. Interazione diventa contenutoIl contenuto diventa una conversazione
  30. 30. Successo su tutti i fronti“I really like how the editors behind the scenes can pop into thecontent and add layers of interaction.” 
- Jessica Hagy, Forbes contributor #
  31. 31. Nuovi formati per collaborazione “advertorial”• Forbes fa leva sulla sua comunita’ di lettori per creare un network distributivo• Gli sponsor pagano per integrare I propri contenuti nei nuovi canali creati da Forbes con la propria comunita’
  32. 32. Social e’ al centro della crescita di Forbes- Piu’ Users- Piu’ Utilizzo e Pagine Viste- Piu’ Contenuti- Piu’ Formati
  33. 33. Forbes: cosa abbiamo imparato•  Il focus deve essere sui key business drivers e obiettivi• Ridisegnare con Social e l’utilizzatore finale al centro e’ fondamentale• Social diventa strategico per la crescita del business
  34. 34. Use case 3:Starwood: Social at Scale
  35. 35. Starwood Hotels
  36. 36. Starwood•  La sfida: Social at Scale•  La soluzione: la tecnologia come veicolo di collaborazione efficiente
  37. 37. 9 Brands, 1,300 Hotel, 1,500 utilizzatori
  38. 38. Supporto cetralizzato e organizzato
  39. 39. “Seeding” di contenuti
  40. 40. La community e’ locale
  41. 41. La user experience e l’immagine e’ globale
  42. 42. I dati sono unificati centralmente
  43. 43. Starwood: cosa abbiamo imparato•  Social pone nuove sfide per il marketing globale in real time•  La tecnologia ci permette di ottimizzare i processi•  Social at scale? Si puo’ fare!
  44. 44. Grazie Benini, Managing Director Buddy Media, Europe @lucaben1n1Salesforce Marketing Cloud @MarketingCloud