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Business is Social
Dan Dal Degan is the VP of Marketing Cloud at Salesforce. Social media has changed marketing forever by making it engaging, transparent, targeted, and in real-time. Salesforce is a global leader in enterprise cloud computing with over $3 billion in revenue and 37% annual growth. As technology advances through social, mobile, local, and cloud revolutions, companies must become "customer companies" by connecting with customers in new ways across all channels.
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Business is Social
- 1. Dan Dal Degan VP,Marketing Cloud @Triple_Deee In/dan-dal-degan /dan.dal.degan ddd@salesforce.com Business is Social
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- 3. Social Media HasChanged Marketing Forever Engaging Transparent Targeted Real Time Unsolicited One to many Untargeted Static The Largest Shift in 60 Years Old Way New Way
- 4. Global Leader inEnterprise Cloud Computing $3 Billion Revenue (expected FY13) 37% Annual Growth 56 Billion Transactions per quarter #1 World’s Most Innovative Company (Forbes) #1 Enterprise Cloud Computing (IDC) #1 Cloud CRM (Gartner) Industry LeaderGrowth/Revenue Leader
- 5. Salesforce Foundation 16,000 non-profitorganizations 350,000+ hours service $40 million+ grants ShareTheModel.org time equity product1%
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- 7. Sources: Comscore, MorganStanley, Facebook, Twitter, YouTube, LinkedIn, Wikipedia Social users 4.5 Billion The Social Revolution
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- 9. The Local Revolution Geo-awareDevices Locate Your Customers Integrated with Apps
- 10. The Cloud Revolution $111billion industry in 2012 18% YOY Growth Salesforce.com: #1 Cloud Vendor Enterprise Cloud Computing
- 11. The Customer Revolution SocialTouch Local Cloud
- 12. Are You aCustomer Company? Your Customers, Employees, and Partners Are Connected Are You Connected to Your Customers in a New Way?
- 13. Become A CustomerCompany: Connect With Your Customers in a Whole New Way Local Cloud Touch Social
- 14. 8 Questions ToBecome a Customer Company: How do you sell as a team? How do you service customers everywhere? How do you create communities? How do you connect your partners? How do you connect your products? How do you deliver apps everywhere? How do you listen to every customer? How do you engage on every channel? 5 6 3 4 7 8 1 2
- 15. 1. How doYou Listen to Every Customer? Build a Social Media Command Center Engage Your Customers 94% Improved Brand Monitoring with the Marketing Cloud
- 16. 2. How DoYou Engage On Every Channel? Manage Every Interaction on a Single Platform Deliver a Seamless Customer Experience 37% Improved Campaign Effectiveness with Salesforce Marketing Cloud
- 17. 4. How DoYou Service Customers Everywhere? Solve Problems in Real-time Leverage Experts in Your Company 37% Improved Customer Satisfaction with Service Cloud
- 18. 7. How DoYou Connect Every Product? 3.5 Billion Networked Products by 2015 (IDC) 1.7 Billion Networked PCs
- 19. 8. How DoYou Deliver Apps Everywhere? Engage Customers Everywhere Recognize Location Connect to Social Networks
- 20. Success Across AllMajor Metrics Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected. Improved Brand Marketing +94% Improved Competitive Intelligence +84% +64% Improved Product R&D +59% Increased Marketing Campaign Effectiveness Increased Social Sales +44% Decreased Customer Service Costs +42%
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- 22. Dan Dal Degan VP,Marketing Cloud Central U.S. @Triple_Deee In/dan-dal-degan /dan.dal.degan ddd@salesforce.com
Editor's Notes
- #6 Salesforce.com has always been about a new technology model and a new business model, but we've also been about a new philanthropy model.And this new philanthropic model was started the day that we founded salesforce.com.We took one percent of our equity, one percent of our profit and one percent of all of our employees time. We put it into a 501C3 public charity and we said as we become successful, we will bring others with us and we will help them to become successful, as well.It was not enough for us to be successful. They must also be successful.13,000 non‑profits use our product for free, we’ve given 300,000 hours of community service, and $30 million in grants have come out of the foundation.
- #7 We recognize that this revolution isn’t just salesforce.com. We are standing on the shoulders of giants.We have seen the industry change from mainframe computing in the 1960’s led by Thomas Watson Jr, to mini-computing in the 70’s let by Ken Olson, to client server and desktop cloud computing in the 80’s led by Bill Gates and Larry Ellison, to the 90’s desktop cloud computing led by Sergey and Larry at Google. And in the 2000’s, Steve Jobs led our industry to a shift with iPhones and iPads that showed us a new world of mobile computing.Now we’re in the middle of a major shift in computing. We call it the Social Revolution.Visionaries like Mark Zuckerberg at Facebook and Jack Dorsey at Twitter are leading this shift to social. The enterprise computing world needs to change and transform as well.
- #8 This social revolution is different than other industry shifts. The social revolution is going faster and broader than anything we've ever had, and it is different because it's bleeding into our society. It’s changing our personal lives. Our friends, families. It’s changing political systems and it’s impacting our business. I’m sure many of you have seen this for your business.Now, here in our audience today, how many companies here use some aspect of social computing in their business?Incredible, Lots of people doing this…
- #9 In addition to a social revolution, we are seeing a touch revolution, as new types of devices and computers emergethat are touch enabled. Devices like iPads, iPhones, and Android tablets no longer have mice or keyboards, because people can operate them using only their fingers.New operating systems have been developed to run these devices – iOS, Android, and lately Windows 8. Consumers are bringing these devices to work with them, and they expect that their companies will provide access to critical business applications as people are increasingly becoming untethered to their desks and offices.
- #10 In addition to the social and the touch revolution, we are seeing a local revolution, as the new devices increasing know where we are via geo-location technology.Vendors know when customers walk into their stores, and are able to push promotions, coupons, and recognition through integrated applications on the devices.
- #11 In addition to the social, touch, and local revolutions, we continue to be in a cloud revolution. It’s now a $111 billion industry, with an astounding 18% year over year growth rate. As the #1 provider of enterprise cloud computing, Salesforce is a leader in this space and is at the forefront of new technology development and momentum.
- #12 All of these revolutions together lead to a customer revolution, because the customer demands more from our companies, and we have to change and transform to meet these demands.With social, touch, local, and cloud, the customer expects a new type of experience. Also, it presents an opportunity for companies to develop a closer relationship with their customers and sell, service, and market to them in entirely new ways. Organizations now have the chance to become customer companies.
- #13 Is your company a customer company?Because, we are seeing today that your customers, employees, and partners are all connected. They are using social networks both for their personal use and at work.But what about your company? Are you connected? Are you systems connected to social applications? Or is your company disconnected from its customers, its employees, and partners?
- #14 When you harness these revolutions, you can become a customer company and connect with customers in a whole new way.Customer companies are not only connecting their customers, they are connecting employees together so they collaborate around customer accounts, problems, and ideas. Connected employees can solve problems faster and leverage expertise across your company.Customer companies are also connected with their partners, distributors, and suppliers so they can share customer information and better sell and service customers.Customer companies even have connected products. By connecting your products to your employees, your customers, and social networks, you can better service your customers. You can use product data for maintenance, marketing promotions, and sales opportunities.This is what a customer company looks like. You need to be more deeply integrated with your customers than ever before because that’s what they want, and it’s more possible and more exciting today than it ever was before.
- #15 Based on the success of our customers, we see eight key steps in becoming a customer company. You don’t have to do these in any particular order, but they do build on each other, so the more you do, the more successful you are.Now, let me walk you through each of these steps and explain in some detail what I mean.
- #16 First, becoming a customer company means that you need to listen to every customer. This is more difficult than ever before because there are so many conversations happening in social media and public communities today. Your customers are out there talking about you and your products. You need to listen and join the conversation.For example, there is no better way to listen to your customers than by building a social media command center. Customers like Dell, Gatorade, and Chase have all done this. And, they are not only listening, but they are engaging with these customers and responding to their questions and comments. For the end customers, it is sometimes surprising when a Tweet to a company is actually answered, but it is also important to let them know that you are listening.
- #17 Second, you need to engage customers not only on social media, but on every channel. Your customers are on the web, in your store, talking to sales associates and they are using local, social, and touch apps wherever they go.When you provide a consistent experience across all these channels, you make it easy for your customers to do buy from you and interact with you. That means that if I enter personal information or save a wish list, it should be available on a mobile device, on the web and in your store.For example, Burberry does an amazing job of delivering a consistent experience across the web, social and in the store. Their store associates have touch devices that they can use to look up customer accounts using a clienteling app from Salesforce that helps them manage all their customer data in the cloud. With this app, the store associate has the same information that the website and call center all have about customers.
- #18 Okay, you’ve closed the sale, what’s next? You need to help service your customers and turn them into evangelists for your company. They have questions about your products and today those questions might come through your website, a mobile app, Twitter, or from your products or services. You need to service your customers everywhere, across all these channels. Companies that do this well, in real-time, create lifetime relationships with their customers and deliver superior customer service.For example, Virgin Airlines delivers amazing customer service on their flights through the interactive application in the back of every customers’ seat. Customers can not only watch TV and order food, but they can engage with customer service, make changes to their itinerary when there are delays, and always stay informed about what’s important to them on their Virgin trip.Salesforce customers that provide these types of experiences are improving customer satisfaction by an average of 37% according to third party research.
- #19 You can even connect your products and services to social networks. In fact, IDC is saying that there will be twice as many connected products by 2015 as networked PCs. That’s incredible. Our customers, like Toyota for example, are building social networks that also include the car. What would your car say if it could talk to you? Is the electric battery low? Do you need service? Is there a faster way to get where you are going? Where are your friends? Connecting products to social networks can help build lifetime relationships with customers.
- #20 Finally, today we live in a world of apps. We have apps for sharing, ordering, finding things, basically anything we need. Apps are the new way to connect with customers on their smartphones, tablets, and the desktop. Coca-Cola has dozens of mobile, touch apps that their customers use to engage more with Coke. They can order custom drinks with Freestyle, share with their friends, and build loyalty points through engaging games. This is Coke’s broader strategy of engaging with customers everywhere.
- #21 The Marketing Cloud is helping companies grow their businesses across every major metric. Our customers have seen, on average, a 42% decrease in customer service costs, a 59% increase in marketing campaign effectiveness…