Managing Content at Scale - Nick Spyer, Social.com
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Content is king nowadays but once you have a working strategy how easy is it to scale? Nick Spyer from Social.com joined a host of speakers at TechConnect London 2014 and provided attendees with a unique insight into how to drive their content marketing strategy while maintaining a focused eagle eye approach.
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Managing Content at Scale - Nick Spyer, Social.com
- 1. Managing Content at Scale Nick Spyer- Social.com 6 November 2014
- 2. Tech Connect London Nicholas Spyer GM EMEA, Social.com nspyer@salesforce.com
- 3. Safe Harbor Safe harbor statement under the Private Securities Litigation ReformAct 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 salesforce.com, 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 non-salesforce. com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, 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 ourWeb 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. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. ImportantAdditional Information The information in this presentation is neither an offer to purchase nor a solicitation of an offer to sell any securities – when the tender offer is launched ExactTarget, Inc. stockholders should read the tender offer statement because it contains important information. Investors can get the tender offer statement and other filed documents for free at www.sec.gov. The tender offer statement, including a letter of transmittal and other documents, will also be made available for free by the information agent for the tender offer.
- 5. The future of marketing is the 1:1 customer journey.
- 6. The Customer Journey Connects Discrete Interactions Acquire Onboard
- 8. But Today These Interactions Are Isolated Your Customers Your Business
- 9. How do you create 1:1 customer journeys?
- 10. Do you know who your customers are? Where are they in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals? Four Questions
- 11. Customers Now Expect Relevant 1:1 Experiences Connected Customers Product Mobile Social Web Email Store Community Connected Brands Connected Experiences Stadium
- 12. Customers Are on a Journey with your Brands Click Facebook Ad Newsletter Sign-up Personalized Content Email Download App Mobile Opt-in Contact Customer Support Evangelize on Facebook Support Issue Resolved First Purchase
- 13. Journeys are strongly correlated with business outcomes. *Transforming Customer Experience: From Moments to Journeys, 2013 +36% Customer satisfaction +19% Likely to stay/renew +28% Willingness to recommend +33% Less likely to cancel/churn
- 16. Direct Sponsored Updates Reach your target audience directly without publishing to all of your followers. Multi-variant test the right message to the right people, in the feed.
- 17. LinkedIn Advertising at Salesforce Lead Form Conv. Rate 15% 18x Better CTR with Sponsored Updates Identify highly targeted audiences to drive leads and revenue.
- 18. Thank you
Editor's Notes
- Since we are a publicly traded company, we must provide a quick reminder that this presentation may contain forward-looking statements. Customers who purchase our services should make their purchase decisions based upon features that are currently available.
- So the future of marketing is the 1:1 customer journey (talking points below are optional) Customer journeys are customer centric … they are anchored in the way a customer thinks about their experience with an organization, not the other way around. Customer journeys capture each moment that matters, each event, each defining experience for a customer across for entire customer lifecycle. And customer journeys define how an organization communicates with their customers at each of these moments that matter across all touch points and all marketing channels.
- Where you connect discrete interactions, from any channel, on the customer’s terms…
- … Where you combine customer data with customer behaviors, in real-time, to create more intelligent communications and interactions that respond to and anticipate customer needs, and which are designed to move a customer along her unique journey.
- However today, there is a gap. Most organizations are not delivering data driven interactions and experiences to their customers. Instead, these organizations communicate and interact with their customers through a series of disconnected, independent campaigns and messages – often across many organizational functions– that are not coordinated, data driven, or entirely purposeful. They are not delivering true 1:1 customer journeys. They are not embracing the future of marketing. This needs to change.
- Which begs the question, how do you create and deliver 1:1 customer journeys at scale?
- In order to do it, you need to be able to answer 4 key questions. You need to know who your customers are, where they are in their journey, how to engage them in any channel, and how to measure the results.
- Not just because of the number and types of interactions that are now possible, many of which are completely outside of our control, but also because customer expectations have fundamentally changed. Now that everything is connected, we live in a real time, on demand society where customers have become more demanding. The balance of power has shifted to the customer. They expect you to know who they are, to know their history, to recognize them in any channel, to make things easy for them. They expect relevance. And because of the internet of things, because of the availability of data, and new technology tools at our disposal, we as marketers can deliver on that. We can offer personalized 1:1 experiences in EVERY channel, on the customer’s terms, and we can manage and optimize every individual customer’s unique journey with our brand across the entire customer lifecycle.
- An opportunity to influence the customer journey through the entire customer lifecycle, which has become infinitely more complex and difficult to manage.
- In fact, companies that actively manage customer journeys are seeing strong and tangible business results, with more satisfied customers who are more likely to stay/renew, more willing to recommend, and less likely to cancel/churn.
- That’s exactly what the Salesforce ExactTarget Marketing Cloud is built to do as THE Platform for 1:1 customer journeys with technology that enables you to build a single view of your customers leveraging data from any source, plan an optimize unique customer journeys based on your business objectives, deliver personalized content across every channel and device at precisely the right time, and measure the impact of every interaction on your business, so you can optimize your approach in real time and drive better results.
- 33% of Unilever’s 2013 social ad spend (outside of Americas) ran through Social.com.