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Emerging Trends in Cloud Architecture: Social, Mobile, Connected
This document discusses emerging trends in cloud architecture related to social, mobile, and connected technologies. It summarizes presentations from Trey Roldan and Doug Kamradt on listening to social conversations to generate leads and measure marketing feedback. Examples are given of how Dell and Pepsi have used social media monitoring. The presentation then discusses ways to deliver social customer service and build a mobile portfolio using the Salesforce platform and mobile services. Case studies of how Philips and Sony use Salesforce to connect with customers are provided. The document concludes with lessons learned around choosing a flexible architecture and planning for analytics.
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Emerging Trends in Cloud Architecture: Social, Mobile, Connected
- 1. Emerging Trends inCloud Architecture Social, Mobile, Connected Trey Roldan Director, Strategic Projects @treyroldan Doug Kamradt Sr. Director, Program Architect @dougkamradt
- 2. Agenda • Socialize • Introductions •Video • Begin presentation
- 3. Trey Roldan • Basedout of SF / Dog Patch • 2 Kids • 5/yr Victorian Bulldog • 2.5/yr Boy • Passionate about all things tech • Salesforce Developer & Architect • Extensive Data & Integration Background • Crossfit Enthusiast @treyroldan
- 4. Doug Kamradt @dougkamradt Married, Kids Lovethe water and the journey Eight years with SFDC Eighteen as Entreprenuer
- 5. Audience Introductions • Name •Company • Role • Key Takeaway
- 6.
- 7. Third Wave ofComputing: “Internet of Things” 50 Billion Connected “Things” Cloud Millions LTE Thousands Server Mainfram e LAN/WAN SNA Client Terminal Social . Mobile . Cloud . Connected
- 8. Behind every thingis a customer. Intelligence
- 9. Behind every customeris a social connection Build Your Social Pipeline Listen for the point of need and turn social product inquiries into leads Sell Smarter with Social Sales Intelligence Listen to what’s being said about specific customers and industries on the social web Get Competitive Insights Capitalize on your competitor’s vulnerabilities and turn competitive issues into opportunities Any Social Channel w Real-Time Engagement w Integrate with Leads and Opportunities
- 10. Dell Generates Leads Tracks22,000+ conversations / day Monitors in 11 languages Found Twitter reach greater than top 12 newspapers in U.S. Generated $6.5M Sales through Social Media “ The intelligence we’ve gathered through social media monitoring has been invaluable. ” Geoff Knox Supervisor, Global Operations Community Team
- 11. Pepsi Measures MarketingFeedback Launched “Refresh Everything” Campaign Monitored thousands of conversations overnight Immediate feedback in Radian6 Changed ad spend for follow-up campaign “ Radian6 has transformed the way we bring consumer insights into the culture of Pepsi Co. ” B. Bonin Bough Global Director of Digital and Social Media
- 12. Caterpillar tracks B2BSocial Media ROI with Radian6 Global industrial giant with purely B2B base Tracks all social media marketing Found positive ROI from social media efforts Brand awareness, leads and service “ We have pretty solid metrics that are proving the case for importance of social media in the industries where we participate….we are seeing positive momentum. Brian Stokoe Social Media Program Manager ”
- 13. Deliver Amazing SocialCustomer Service Monitor Any Social Conversation Monitor real-time customer issues on Twitter, Facebook Auto-Convert Tweets/Posts to Cases Auto-create cases using business workflow rules Auto-Assign Cases to Expert Agents Prioritize incoming issues into agents’ queues Resolve Cases On Any Social Channel Respond to customers on their favorite social channel Any Social Channel w Real-Time Engagement w Integrate with Case Management
- 14. CIO’s are Focusedon Filling the Mobile App Gap in 2013 Percent of Respondents 60% Mobile App Gap 40% Less than 1/2 have deployed apps 20% Mobile Apps Are Critical Mobile Apps Deployed Source: Economist 2013. 1,300 Global Executives Surveyed Deploying Salesforce onto Mobile Devices is Priority #1 in 2013 Source: Salesforce.com Research conducted May 2013 by an independent third-party Confirmit. Number of responses = 8,557 votes from 462 Enterprise sales account contacts.
- 15. Our Customers SeeMeasurable Benefit Mobile Users are 29% more productive Source: 5,500 Customers Surveyed Mobile Users are 4X more engaged Source: ComScore 15
- 16. Two Great Waysto Build Your Mobile Portfolio Salesforce1 Mobile App Custom Mobile Apps Configurable by Admins out of the box Built by Developers with our Mobile Services For employee facing apps For customer-facing experiences All built on the Salesforce1 Platform
- 17.
- 18. What’s an iBeacon? •Standalone Bluetooth LE Device • Constant Signal Broadcast
- 19.
- 20. Conceptual Architecture FutureState Mobile App Responsive Web/Mobile Shoppers Salesforce.com Components - Force.com Platform - Site.com - Customer Communities - Force.com SDK - Radian6 - Buddy Media Outlet Mall Retailers Digital Signage Shoppers Wishlists Routing Loyalty Profiles Retailers / Mall Social Promotions Analytics Social Promo Mgmt Loyalty
- 21.
- 22. “Salesforce is helpingus become a customer-centric company.” - - Jeroen Tas, Global CIO Jeroen Tas, Global CIO Philips Connects Customers and Products with Salesforce Embedding customer service into all Philips products “Focus on the Customer” vision built on Salesforce Deep Salesforce & SAP integration
- 23. Sony Builds aSingle View of Their Customers with Salesforce Launched PS4 & player community integrated with Salesforce Complete visibility into the customer journey Engaging and publishing relevant content across mobile, social and in-game experience
- 24. Lessons Learned • Socialdiscoveries are common • Choose a flexible architecture • Iterate • Incorporate learnings going forward • Plan for analytics up front • That may include big data
- 26. Q&A • What othertechnology trends are folks seeing? • Big data uses? • Single sign-on approaches • SAML, Oauth, tools • Integration • Opensource tools • Rest vs SOAP
Editor's Notes
- #3 What I also love about my job is that the technology we use is constantly changing. Today, we are in a world where everything is becoming more and more connected. This is the third wave of computing. Many people call this the internet of things.In the first wave of computing, companies used mainframes and terminals across thousands of computers. Then we moved to the second wave of computing -- client server computing - where millions of PCs existed on networks. But today, we're entering into a third wave of computing, the most exciting wave of computing ever because everything is becoming connected. It’s not just PCs, but it’s smartphones, tablets, products, sensors, watches – almost anything can be connected. In fact, over 50 billion things will become connected by 2020, because everything is in the cloud. For example, GE has connected its jet engines with private social networks; refrigerators are connected to smartphones to tell you when us when we need more milk; even thermostats are connected to our phones so we can control the temperature in our home even when we aren’t there.In the third wave of computing, more and more devices and things are becoming connected and controlled through social and mobile apps. ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Additional Context & Acronyms as defined by Wikipedia:Systems Network Architecture (SNA) is IBM's proprietary networking architecture, created in 1974A local area network (LAN) is a computer network that interconnects computers in a limited area such as a home, school, computer laboratory, or office building using network media.A wide area network (WAN) is a network that covers a broad area (i.e., any telecommunications network that links across metropolitan, regional, or national boundaries) using private or public network transports.LTE, an initialism of long-term evolution, marketed as 4G LTE, is a standard for wireless communication of high-speed data for mobile phones and data terminals
- #4 But what’s important about these connections are not the things that we are connecting. Because we have to remember is that behind every device, behind every thing, behind every app, behind everything we do as a company, is a customer.The way I look at it we are all in the transformation business.
- #5 Gather social intelligence, connect the social dots, start the conversation off right, build trust, enrich interactionsSell Where Your Prospects Are - Connect with prospects directly within social media networks like Twitter and FacebookThe social web invites us to market differently, and sell with a purpose. Listen, contribute, participate, and respond, and you always get the timing right.Get Competitive Intelligence - Locate product info such as features, use cases and pricingCredibility
- #11 Question – did anyone follow the olympics on twitter? What was that like?
- #17 Companies, like Burberry, that can provide 1:1 experiences across channels are Customer Companies. Customer Companies connect people together: not just their customers, but employees and partners are also connected. Today, people are connected through a host of different devices and products.First, Customer Companies connect their employees together. By making sure their employees in sales, service, marketing and across the company can access a single view of the customer, employees can deliver amazing experiences to customers.Secondly, customer companies connect through partners. Whether the partner is a reseller, distributor, or channel partner, partners are going to help you sell, market, and better server your customers. You need to be able to collaborate with them on deals, share leads and accounts, and work together to solve customer problems.Now, there are lots of ways to connect people together, but more and more, companies are connecting to customers through products. When you connect a car, a toothbrush, bulldozer, an online service, or any type of product, you not only see how your customers are using your products, but you can improve their experience, answering questions when problems arise and sell complementary products when they need them.And finally you need to connect to people through the next generation of devices – smartphones, tablets, wearables – whatever is relevant to your business. Connected devices and the apps inside them provide entirely new ways to connect to customers.
- #18 Business Challenges In 2010, Philips were looking for powerful new technology to support the “Focus on the Customer” initiative that they planned to implement across the company. The entire company was feeling the effects of the dated and disparate systems. In the Philips Healthcare customer service organization, the need for innovation was particularly dire. Customer and employee satisfaction were at an all-time low.VisionThe “Focus on the Customer” vision has guided the IT strategy at Philips toward more agile cloud solutions. However, they have already invested hundreds of millions in their on-premise infrastructure, so leaders knew that change would not come overnight. Rather than uprooting their existing IT foundation, they opted for a strategy of integration, in which Salesforce would unlock and leverage the data stored in SAP.Products Purchased and Use Case Customer service and collaboration platform for 7,000+ call center agents and field service engineers located in Europe and North America.Asset management system integrated with 60,000,000+ back-end recordsPortal for customer self-service (hospital employees)Sales CloudSalesforce Platform for connected productsAppExchange – Service Max for field service (Healthcare division)Callidus Cloud for sales commissions (Electronics division)Implementation PartnersCapgemini & DeloitteVideo: https://www.youtube.com/watch?v=b6ntEatqj3k