Dreamforce - "You got your social in my CRM"

Nigel BlackwellNigel Blackwell

IT Manager

@nigelblackwell

mobro.co/nigelblackwell

IT Manager

@nigelblackwell

mobro.co/nigelblackwell

Ryan SmithRyan Smith

Digital Marketing Manager

@ryahmic

mobro.co/ryahmic

Digital Marketing Manager

@ryahmic

mobro.co/ryahmic

Royal Canin at a glance

Knowledge & respectKnowledge & respect

Nutritional philosophyNutritional philosophy

Health benefitsHealth benefits

Quality & food safetyQuality & food safety

Sustainable developmentSustainable development

• Innovation based on observation & science• Tailor-made Health Nutrition

• Precision & delivery of nutrients

• Precisely adapted nutritional solutions

• ISO 9001 & ISO 22000• Supplier audits & validation• Raw material validation

• People• Planet• Performance

A brief history of Royal Canin Canada

Our Canadian business

2,500 breeders80,000 puppy/kitten kits25,000 pet owner contacts11 dedicated associates

2,700 clinics56 dedicated associates

2,300 specialty stores45% KA’s, 55% independents48 dedicated associates

How we integrate social with Salesforce

Since spring 2013, we have been utilizing Radian6 to Salesforce

integration for 2 use cases: Social Customer Care

• Listen to our brand Facebook page – Royal Canin Canada

• Create cases for customer enquiries

• Engage & resolve cases

Marketing Campaign Management• Listen to all social media channels for campaign mentions

• Create cases for on topic conversations

• Engage & drive reach of campaign messaging

How it happens (social post)

How it happens (Radian6 listening)

How it happens (Salesforce case creation)

How it happens (internal collaboration)

How it happens (reply to last post)

How it happens (Facebook response)

How it happens (Salesforce measurement)

The power of social

What’s next

We’re just getting going, but have gained some solid learnings from

our pilot projects: What we can recommend:

• Start small to ensure success & service

• Have a bold vision of creating your social enterprise

What we’re working on:• Expanding roll-out to more business units

• Increasing data quality & meaningfulness of social contacts

• Service ratings by case

All about Royal Canin Canada

Royal Canin is a global manufacturer of premium Health Nutrition

products for cats & dogs. The business has been operational in

Canada since 1999. Social Customer Service has enabled us to:

Reduce response time for customer social enquires

Increase service levels

Improve efficiency of Customer Care business process for social

cases

Extend brand reach through high-quality, one-to-one social

engagement