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The New Social Marketing: How Leading Brands Achieve ROI Webinar


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In a recent survey of 4000 marketers, 75% of marketers said they see strong ROI From social. From our recent webinar with Adam Brown, Executive Strategist and Shinade Ellis, Regional Sales Director at Salesforce to discover how leading marketers are creating Social Marketing strategies that generate positive ROI and growth for their companies.

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The New Social Marketing: How Leading Brands Achieve ROI Webinar

  1. 1. The New Social Marketing: How Leading Brands Achieve ROI Shinade Ellis Regional Sales Director, Social Adam Brown Executive Strategist The Webinar will begin at 15:02
  2. 2. Forward-Looking Statements ​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 product or service availability, 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, new products and services, 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, the outcome of any litigation, risks associated with completed and any 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 year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important 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 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. Lets get started.
  4. 4. 2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013 2014 • 2015 2011 • 2012 2013 • 2014 2015 Most innovative companies in the world 20K FY16 Employees 4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.” $8.1B FY17 revenue guidence 4th Largest Enterprise Software Company in the World This Year
  5. 5. We’ve Entered the Connected, Digital World ​And now the customer is in control ​Cloud: Scale, performance, and real-time access ​Social: New places to meet our customers ​Mobile: Always-on, always- connected experiences ​Data Science: Relevant and personalized interactions ​IoT: Connected sensors, beacons, devices, and apps
  6. 6. Click Facebook Ad Newsletter Sign-up Personalized Content Email Mobile Opt-inDownload App Contact Customer Support Evangelize on Facebook Support Issue Resolved First Purchase Every Customer Is on Their Own Unique Journey ​Grouping, segmenting, and stereotyping is no longer enough
  7. 7. Causing the Lines of CRM to Blur ​Customer journeys connect sales, service, & marketing
  8. 8. Social Marketing Today
  9. 9. Social listening is no longer just about social media… Business Insights Marketing Insights Social Insights Actionable Social Listening
  10. 10. ​Content and conversion volumes have exploded Consumer Adoption of Social is Ubiquitous
  11. 11. Age: All Internet Users 74% 18 to 29 89% 30 to 49 82% 50 to 64 65% 65 49% Annual Income: Less than $30,000 89% $30,000 to $49,999 82% $50,000 to $74,999 65% $75,000+ 78% Social Has Truly Reached Ubiquity ​Percentage of internet users on social
  12. 12. You’re Not Competing With Other Brands for Attention ​You’re competing with news, sports, friends… 0 1 2 3 4 5 6 7 8 9 10 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Digitalinformationcreated andshared(zettabytes) note: zettabyte = 1 trillion GB
  13. 13. So What Are Marketers Doing?
  14. 14. Trends and insights from nearly 4,000 marketing leaders worldwide State of Marketing ​2016
  15. 15. ​What we were looking for: ​Overall trends changing the role of marketing ​How high performers approach the customer journey and experience ​Key insights on primary digital marketing channels Nearly 4,000 Marketing Leaders Surveyed Worldwide ​Exclusive to marketers holding leadership roles 1706 353 1190 726
  16. 16. Digital is King ​Digital takes the lion’s share of marketing dollars 38% 30% 25% 62% 70% 75% 2011 2016 2021 Digital marketing channels Traditional marketing channels 21% growth in digital marketing spending over a 10-year period
  17. 17. Customer Experience Is the Holy Grail ​Customer satisfaction is the number one success metric for marketers Marketing is more about building and sustaining customer relationships than filling the funnel. 24% 33% 35% Customer Acquisition Revenue Growth Customer Satisfaction
  18. 18. Social and Marketing ​F R O M T H E R E P O R T ​01 |
  19. 19. Social Leaps Ahead as an ROI Creator ​75% of marketing leaders seeing direct ROI on social 28% 58% 75% 24% Generates significant or some ROI Will eventually or indirectly generates ROI Marketing leaders who agree that social… 2015 2016 ​Data represents respondents who use social as part of their marketing strategy.
  20. 20. Social Listening has become the Campfire…
  21. 21. Social Marketing Meets Service and Sales ​84% of high-performing teams align social across marketing, service, and beyond ​Data represents respondents who use social as part of their marketing strategy. Percentage Who Use Each Social Strategy High performers Moderate performers Underperformers Integrates social media activity into other tools and technology (e.g., CRM) Aligns social marketing strategy with other social activities (e.g., customer service) High-performing vs. Underperforming Teams 2.1x more likely to use strategy 1.7x more likely to use strategy 82% 84% 39% 50% 67% 73%
  22. 22. Advertising on social platforms accelerates ​F R O M T H E R E P O R T ​02 |
  23. 23. More Marketers Advertise on Social than Other Digital Outlets ​At least 2/3 of marketers agree these digital ad strategies are effective 54% 54% 62% 65% 18% 21% 17% 17% Native advertising Video advertising Display/banner ads Advertising on social Marketing leaders who currently use or plan to use… Currently use Plan to use in the next 12 months Rate as Very Effective or Effective 71% 66% 72% 66% ​Data represents respondents who use digital advertising as part of their marketing strategy.
  24. 24. The Top 5 Social Strategies of High Performing Companies
  25. 25. ​All businesses have the opportunity to think about social beyond Marketing. Think about the channels and the functions in your company: ​- Service ​- Sales ​- Support ​- HR and Recruitment ​Bring together a cross functional team. 1) Connect Social To The Business Strategy
  26. 26. ​Social metrics are still valid: ​- Reach, interactions and community still very important to judge content, etc. Find new ways to measure social as part of business: - Web traffic from social - Leads from social - Customer engagement on social 2) Rethink Social Metrics as Business Metrics
  27. 27. ​Rethink how Social can inform business decisions. ​Brand is important but expand listening to: ​- Competition ​- Campaigns ​- Employer brand ​- Product insight ​- Customer experience 3) Everything Starts With Listening
  28. 28. social radio
  29. 29. ​Organic reach is increasingly difficult for businesses, paid has become important for all social marketers. ​Smart marketers are assigning advertising budget to content marketing teams to: ​- boost high performing posts ​- reach new audiences with content ​It’s not either/or it’s both. ​- Work with your advertising teams or agency for consistency. ​- 4) Combine Content Marketing With Paid Social
  30. 30. ​Single most effective contributor to social success is company wide commitment and participation. ​Use social insights to create this buy in: ​- Share simple social dashboards on brand, products and competitors ​- Pull specific posts and tweets from customers. ​- Create cross functional editorial board. ​Command Centres? ​- 5) Create Executive Buy In and Cross Company Alignment
  31. 31. Four Companies Who Are Leading the Way
  32. 32. “With Salesforce, we’re revolutionizing the way we bring our team and our customers together.” World’s leading manufacturer of both planes and trains Leverages Social Studio to listen, analyze, engage, and publish across 24 social presences More than 70 employees collaborate at a global scale to align to best practices and provide visibility Reduced costs by eliminating the need for multiple social media tools Bombardier Soars with Social Studio Ken Knitter, Senior Advisor, Digital Marketing and Social Media
  33. 33. “Actionable Social Media Listening is like a campfire that brings together different parts of an organization.” The Southwest Social Media Command Center brings together over a dozen disparate groups of the organization to collaborate and share information. Command Center visualizations act as an “early warning radar” for situations as well as a tool to help direct responses and measure communications efficacy. Southwest Airlines Empowers with Command Center
  34. 34. In closing.
  35. 35. Three Market Trends Customers For the rest of 2016 Growing Role of Paid Social Opportunities to Combine Social Content and Targeting with First Party Data Marketing Command Centres Customer experience for all employees $$$ Messaging as a Channel The New 1:1 Digital CRM Channel
  36. 36. The Social Studio Platform 3RD PARTY APPLICATIONS Analyze Ground your strategy with deep consumer & market insights Engage Connect with customers at scale to support and build community Publish Plan, collaborate and share content across teams Command Center Drive digital marketing awareness
  37. 37. 1) It’s Not Social Marketing: Social is part of a multi-channel marketing strategy. 2) Think Customer Experience: Successful teams coordinate social across marketing, sales, and service. 3) Paid and Organic Work Together: Modern marketers look to paid social as part of their overall social strategy. If You Remember Three Things:
  38. 38. thank y u