This is the presentation from our Exclusive Sydney CBD Event 7:30am August 24th 2017 as Industry Leaders shared their insights and thoughts on how to achieve scale and success with Social. Todays top performing companies compete based on customer experience. Todays customers want a SMARTER customer service experience through their social channel of choice — one that is both FAST and PERSONAL. In fact, 64% of customers expect companies to respond and interact with them in real-time or they will take their business elsewhere. What was covered? * Social Customer Service & Crisis Management - How to offer a ubiquitous and robust service experience across social * Social Listening - How to drive strategic decisions across your business based on customer and competitive insights * Social Leads - How to generate Social leads for your sales team to nurture * Command Centre - How to drive change and awareness within an organisation by making your internal stakeholders aware of everything that's happening on Social, Email, Web, Ads, Journeys and through Sales Leaderboards At this exclusive event we learned how major brands are able to listen to their customers at scale, control communications in a crisis, and engage with their customers with personal service, in an instant... creating advocacy in this culture of immediacy. Agenda: * 7:30am Registration and Networking * 8:00am Opening Remarks * 8:05am Presentation: Adam Brown * 8:45am Panel Discussion * 9:05am Closing Remarks * 9:15am Networking Presenter Adam Brown is Executive Strategist for Salesforce Marketing Cloud. He and his team deliver integrated social marketing strategy to customers and work with product teams to develop the best marketing products and solutions in the industry. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company.

5. State of Marketing
Insights and trends from 3,500 global marketing leaders
FOURTH ANNUAL
Adam Brown
Executive Strategist

6. Four Years in the Making

7. 3,500 Marketing Leaders Surveyed Worldwide
Exclusive to marketers holding leadership roles

8. Customers Expect a New Level of Engagement
Benchmarks are consistency, personalization, and proactivity
Percentage who expect companies to
provide a consistent experience
across every channel
88%
75%
Percentage who are likely to switch
from a brand that treats them like
a number instead of an individual
72%
66%
“State of the Connected Customer,” Salesforce Research, October 2016
Percentage who are likely to
switch from a brand that
doesn’t anticipate their needs
64%
50%
ConsumersBusiness Buyers

9. By 2017, 89% of marketers
expect customer experience to
be their primary differentiator.
- Gartner 2016

10. The Marketing Playbook has Transformed
Customer journey strategies fuel customer experience imperatives
68% of marketing leaders
say their company is increasingly
competing on the basis of
customer experience.
67% of marketing leaders
say creating a connected customer
journey is critical to their overall
marketing strategy success.

11. Key Research Findings
Marketing
Embraces the
AI Revolution
Shifting Priorities
Spark Organizational
Change
Marketing
Tech Makes
Waves
Marketers Move to
Evolve Journeys, but
Data Woes Linger

12. Insufficient internal
resources
Budgetary constraints Budgetary constraints
Insufficient internal
resources
Budgetary constraints
Marketers Struggle to Unite Customer Data
A single view to drive cohesive journeys remains elusive
1
2
3
High Performers Moderate Performers Underperformers
Top Challenges Marketing Leaders Face in Creating a Connected Customer Experience
across the Customer Lifecycle by Performance Level
Creating a shared, single
view of the customer
Difficulty leveraging data
from different sources
Difficulty leveraging data
from different sources
Difficulty leveraging data
from different sources

13. Channel Proliferation Ups the Ante
More channels, more data, more challenges
Actual Channel Growth 2015—2017
Video advertising
SMS/text messaging
Mobile apps
Native advertising /
sponsored content
Advertising on
social platforms
B2B*
Video advertising
Email marketing
Mobile apps
SMS/text messaging
Native advertising /
sponsored content
B2C
Average Number of Channels Used
High performers 11
Moderate performers 9
Underperformers 6
34% Marketing Budget
to “New” Channels

14. A New Standard for Customer Journeys Emerges
Top marketers coordinate messages across channels
High performers 43% 47% 11%
Moderate performers
Underperformers
Volume of Channel Coordination by Performance Level
Moderate coordinationHeavy coordination Minimal coordination
3% 58% 38%
16% 69% 15%
* Heavy coordination is defined as coordination across 10–11 of the channels defined.
Moderate coordination is defined as coordination across 4–9 of the channels defined.
Minimal coordination is defined as coordination across 0–3 of the channels defined.

15. 1) Connect Social To The Business Strategy
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.

16. Business
Insights
Marcomm
Insights
Social
Insights
Actionable
Social
Listening
Social listening is no longer just about social media…

17. Marketing
​Service, support and
crisis management
​Discover account
insight and manage
social leads.
​Manage owned and
social communities,
link identities, foster
advocates
​Social consumer
insights, analytics
and campaigns
Social Impacts the Entire Organization
Service Sales Community

18. Key Research Findings
Marketing
Embraces the
AI Revolution
Marketers Move to
Evolve Journeys, but
Data Woes Linger
Marketing
Tech Makes
Waves
Shifting Priorities
Spark Organizational
Change

19. Top Marketers Rethink Organizational Structures
Roles increasingly map to customer journeys, not channels
89%
62% 37%
High Performers vs.
Underperformers
2.4x
more likely to say they’re aligning
marketing roles to a customer journey
strategy vs. traditional roles (e.g., by
marketing channel/function)
59% of marketing leaders say
that traditional marketing roles limit
their ability to engage customers.
High performers
Moderate performers
Underperformers

20. I understand how marketing’s
efforts impact individual
accounts/customers
Marketing consistently provides
sales with quality leads
Marketing and sales are
empowered to collaborate
Marketing and sales share
common goals and metrics
Marketing understands what
sales needs to succeed
Sales and Marketing Alignment Drives Success
In their shift to trusted advisors, sales depends on marketing more than ever
Percentage of Marketing Leaders That Strongly Agree or Agree with
the Following Statements about Their Relationships with Sales
92%
70%
45%
90%
70%
41%
91%
69%
45%
91%
69%
42%
89%
68%
45%
High Performers vs.
Underperformers
2.0x
more likely
2.2x
more likely
2.0x
more likely
High Performers vs.
Underperformers
2.1x
more likely
2.0x
more likely
Moderate performersHigh performers Underperformers

21. Marketing and service
collaborate on a regular basis
Marketing alerts service to special
promotions and offers
Marketing and service share
common goals and metrics
Service collaborates with
marketing to manage & respond
to social inquiries & issues
Marketing is suppressed
when a customer has an
open service case
Collaboration With Service Closes The Lifecycle Journey
Cross-selling and customer satisfaction hinge on a new dynamic
Percentage of Marketing Leaders Who Strongly Agree or Agree with
the Following Statements about Their Relationships with Service
90%
66%
42%
87%
67%
39%
89%
64%
39%
88%
64%
37%
81%
55%
33%
High Performers vs.
Underperformers
2.1x
more likely
2.2x
more likely
2.3x
more likely
High Performers vs.
Underperformers
2.4x
more likely
2.5x
more likely
Moderate performersHigh performers Underperformers

22. 2) Rethink Social Metrics as Business Metrics
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:
§ Social Customer Care cost avoidance
§ Web traffic from social
§ Social-to-mobile app engagement
§ Customer engagement on social

23. Social Customer Service (SCS)
Is SCS a big deal? These stats speak for themselves.
§ Social agents are able to handle 4-8 times more
issues/hour than phone agents (Gartner)
§ Preemptive SCS (reaching out) can reduce call
volumes 30% and increase customer retention
3-5% (Enkata)
§ SCS costs 1/6th the cost of phone interactions,
1/3-1/5 the cost of email interactions
(NM Incite)
$5 / $10 / $15

24. The Customer’s Expectations Are Changing, too.
From days to hours to now minutes and seconds…
Within a few
days or so
Within
5 minutes
Within
15 minutes
Within
30 minutes
Within
one hour
More than one
hour, but later
same day
​How soon after you
contact a brand on
social media do you
expect a response?
Source: Edison Research

25. Align Image an Send to Back
Align photo to this shape and crop
“One of our fastest and most
successful customer facing
projects delivered to date.”
Brady Jacobsen, GM Customer Contact Channels
Australia Post Syncs Social Media with Customer Service
Strong social brand with over 300,000 followers
Integration of social media into Service Cloud delivers
multi-channel service on a single platform
Retiring obsolete systems with native access reduces risk
Powerful CRM engine delivers fast reporting on volumes,
posts, and SLAs
Workforce Management team now respond easily to
volume spikes (e.g. Christmas)
Social Service capability delivered by Salesforce Strategic
Services in just 5 weeks
8% uplift in service productivity off the bat

26. KLM Leads the Industry on Social Marketing and Service
Most Socially Devoted Brand (4 quarters in a row) + Digital Marketing NIMA Award
Handles 75,000 social mentions weekly in 14 languages, with 150 dedicated social care agents
Tying social interactions to the customer record, exposed potential customer issues in the
KLM travel experience
Using paid advertising to fill low inventory routes (€35M in 2015 sales)
“It’s first about service, then brand
reputation, but also about commerce…
we have to make money.”
Gert-Wim ter Haar,
KLM Social Media Manager

27. 3) Embed Social Media Into the Fabric of Your Company
Rethink how Social can inform
business decisions beyond customer care.
Brand is important but expand listening to:
• Competitive Analysis
• Ad Campaign Efficacy
• Product/Service insight
• Customer experience
• Better understanding
your customers
& prospects

28. Actionable Social Media Listening
Is a Campfire…

29. Different Applications, Different Objectives…
​Command centers deliver multiple benefits, but can differ on primary goal
Brand & Service Showcase
Demonstrate to customers and employees the
critical importance of social engagement.
Customer Support/Operations Radar
Command Centers deliver an “early warning
radar” with actionable real-time insights
Executive Visibility
Help executives keep their finger on the pulse of
the customer with glance-able visualizations
Real-Time Marketing/Business Insights
Empower marketing & communications teams to
make messaging decisions at the “speed of social"

31. LIDS Command Center unveiling
just a few weeks ago…

32. USAA Insurance’s
“Social Exchange.”
While USAA’s real
commend center is
located just behind this
wall, these screens
appear in the common
public lobby areas. The
eight screens (four large
vertical, four smaller
horizontal) show a
variety of custom and
standard command
center visualizations.
This is a key stop for the
thousands of people
who tour the USAA
headquarters every year.

33. A variety of Marketing Cloud Command Center visualizations appear in the Southwest Airlines Listening
Center, as well as some of the airline’s proprietary flight ops screens. Southwest Social Care Manager Rob
Hahn shows the Command Center World Cloud visualization that helped alert the Network Operations
Center of a shooting inside of LAX airport in 2013 first before any other system or notification.

34. 4) Use Actionable Visualizations to Create Executive Buy-In
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 Centers & iPads

35. Shifting Priorities
Spark Organizational
Change
Key Research Findings
Marketing
Embraces the
AI Revolution
Marketers Move to
Evolve Journeys, but
Data Woes Linger
Marketing
Tech Makes
Waves

36. 4) Connect Social Data to the Enterprise
Marketers are turning to new solutions to connect with discerning customers
Percentage of Marketing Leaders Who Use or Plan to Use the Following
Tools or Technology over the Next Two Years
Anticipated
YoY Growth
+53%
Artificial intelligence (AI) 51% 27%
+34%
Internet of Things
(IoT)/connected devices 66% 23%
+31%
Marketing automation platform 67% 21%
+31%
Social listening tools 67% 20%
Anticipated
YoY Growth
+30%
Customer identity and access
management (CIAM) 68% 20%
+30%
Mobile campaign management 68% 20%
+30%
Lead nurturing and scoring tools 66% 20%
+28%
Data management
platform (DMP) 70% 19%
Plan to useCurrently use

37. CRM system
Data targeting and
segmentation
Social publishing tools
Marketing analytics /
measurement tools
High Performers Turn to Sophisticated Data Management
New capabilities boost 1-to-1 engagement
1
2
3
High Performers Moderate Performers Underperformers
Most Essential Tools and Technologies to Create 1-to-1 Marketing
Across Every Touchpoint
Data management
platform
CRM system
Marketing analytics /
measurement tools
Marketing analytics /
measurement tools
Guided selling
(e.g., opportunity ranking by potential
value, sales activity effectiveness)

38. Marketing
Tech Makes
Waves
Shifting Priorities
Spark Organizational
Change
Key Research Findings
Marketers Move to
Evolve Journeys, but
Data Woes Linger
Marketing
Embraces the
AI Revolution

39. AI Yields a New Era of Predictive Personalization
Early adopters find a new mainstay of their arsenal – 51% are using AI
72%
50%
32%
High Performers vs.
Underperformers
2.2x
more likely to say they’re currently
using artificial intelligence (AI)
57% of marketers using AI
say it’s absolutely or very essential
to creating 1-to-1 marketing across
every touchpoint.
High performers
Moderate performers
Underperformers

40. AI Yields a New Era of Predictive Personalization
Early adopters find a new mainstay of their arsenal
Areas Where Marketing Leaders Expect AI Will Have a Substantial or Transformational
Impact on Their Business over the Next Five Years
Sentiment analysis 56%
Lead scoring
Customer segmentation /
lookalike audience modeling
Campaign analytics
57%
58%
59%
Digital asset management 59%
Predictive journey
Dynamic landing pages
and websites
Hyperpersonalization of content
60%
61%
61%

41. Social Studio Einstein
Industry Leading Enterprise-Class Artificial Intelligence
Now!
Sentiment Insights: Determine tone and sentiment of conversations
in 10+ languages to help you truly understand the voice of your
customer and make smarter decisions
Now!
Spam Detection: Identify known spam sites and posts on your social
channels to separate signal from noise and optimize your teams
efforts
Now!
Language Insights: Detect and classify social posts by language,
giving marketers greater ability to manage and measure all
conversations from billions of sources
Now!
Automated Custom Classifiers: Automatically tag posts that meet
certain criteria for a seamless handoff to internal teams for resolution
and reporting
Now!
Image Insights: Train Social Studio to “see” logos, objects, scenes,
attributes, emotions and more through deep learning. Classify
images and apply automation for routing and workflow
NEW
GENERALY
AVAILABLE

42. Image Classification
“See” The Social Web for the First Time Ever!
​Recognize and classify images that match logos,
objects, scenes, attributes, emotions and much,
much more!
​Apply automation rules to route posts and
relevant parties to save time and gain faster
consumer and market insights

43. 5) Don’t over-complicate this stuff…

44. Just reach
the right customer
at the right time
with the right message
in the right channel

45. How Can Your Team Join the High Performers?
What High Performers Do Differently
Drive
connected
customer
journeys with
data
Revamp
organizational
structures and
workflows
Keep their
tech stacks
fresh
Stay on the
cutting edge
with AI

46. Powering Success Across Industries
Technology
Travel &
Hospitality
CPG HLS
Fins
& Insurance
B2B
Retail/QSR

47. Want a Deeper Dive?
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