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Sydney Event: A Social Affair
The document presents insights from a survey of 3,500 global marketing leaders, highlighting the increasing importance of customer experience as a key differentiator. Marketing strategies are evolving to embrace AI and new technologies while facing challenges with data integration and resource allocation. High-performing marketers who prioritize connected customer journeys, data management, and alignment with sales and service teams are more successful in enhancing customer engagement and satisfaction.
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Sydney Event: A Social Affair
- 5. State of Marketing Insightsand trends from 3,500 global marketing leaders FOURTH ANNUAL Adam Brown Executive Strategist
- 6. Four Years inthe Making
- 7. 3,500 Marketing LeadersSurveyed Worldwide Exclusive to marketers holding leadership roles
- 8. Customers Expect aNew 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 Playbookhas 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 Embracesthe 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 constraintsBudgetary 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 Upsthe 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 Standardfor 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 SocialTo 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 isno longer just about social media…
- 17. Marketing Service, support and crisismanagement 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 Embracesthe AI Revolution Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves Shifting Priorities Spark Organizational Change
- 19. Top Marketers RethinkOrganizational 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 howmarketing’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 collaborateon 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 SocialMetrics 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 ExpectationsAre 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 anSend 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 theIndustry 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 SocialMedia 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 MediaListening Is a Campfire…
- 29. Different Applications, DifferentObjectives… 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 Centerunveiling just a few weeks ago…
- 32. USAA Insurance’s “Social Exchange.” WhileUSAA’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 ofMarketing 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 ActionableVisualizations 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 KeyResearch Findings Marketing Embraces the AI Revolution Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves
- 36. 4) Connect SocialData 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 targetingand 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 SparkOrganizational Change Key Research Findings Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Embraces the AI Revolution
- 39. AI Yields aNew 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 aNew 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 IndustryLeading 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” TheSocial 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-complicatethis stuff…
- 44. Just reach the rightcustomer at the right time with the right message in the right channel
- 45. How Can YourTeam 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 AcrossIndustries Technology Travel & Hospitality CPG HLS Fins & Insurance B2B Retail/QSR
- 47. Want a DeeperDive? Get the full report now