Transform the way you market with the Marketing Cloud Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud
Jan 15, 2015
Marc Benioff Chairman & CEO
Transform the way you market with the Marketing Cloud
Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud
Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud
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Turn Insight Into Action With The Marketing Cloud
Cloud . Mobile . Social
Cloud . Mobile . Social
Turn insights into action, and connections into Customers for Life.
The Only Unified Social Marketing Suite
Salesforce Platform
Social Listening: Listen at Social Scale
• Real-time reporting from over 400 million Social sources
• Go beyond the What to the Why
• Uncover marketing, sales & service opportunities
improved brand monitoring
+94% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Social Content: Create Compelling Social Presences
• Build social canvasses that create action
• Grow connections with social applets
• Optimized for for teams with workflow
campaign effectiveness
+37%
Engagement: Connect With Customers
• Create & manage your social content calendar
• Engage with customers and build community
• Scale with team work!ow & automation
increased social engagement
77% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Social Ads: Amplify Your Content
• Amplify your brand and community stories
• Reach customers by profile and activity
• Optimize campaigns in real-time
Measurement: Track Campaign Effectiveness
• Measure everything from campaigns to conversions
• Insights across all social and campaign Metrics
• Optimize activity and maximize effectiveness
Work!ow & Automation: Align Marketing, Sales, & Service
Build Social Customer Pro!les
Share Social Posts & Insight Across Your Company
Work At Social Scale & Speed
+44% Increased Social Sales
Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Use case 1: Gucci & User Generate Content
Gucci & User Generated Content
• The challenge: create a promotion based on User Generated Content; launch and coordinate centrally, deploy and manage globally.
• Solution: Gucci Cut&Craft – let’s take a look.
Cut & Craft: 3 phases
Cut & Craft Mobile
Mobile optimized content helped extend the audience and the opportunities for people to see the promotion
and engage with it
Cut & Craft: some stats
Hundreds of masterpieces submitted
Hundreds of thousands of votes casted during the 6 weeks of the promotion
Cut & Craft: community impact
Cut&Craft contents have generated some of the most successful and engaging posts of 2012
Cut & Craft – Key learnings o User Generated Content: It’s possible!
o Fans want to get involved
o The Brand’s recognition and some of the “15 minutes of fame” are the best prize to foster true fans’ engagement
Use case 2: Forbes: Social for Media&Publishing
Social: from tactic to strategic
Forbes
• The challenge: reinventing its model with Social
• The solution: put (almost) everything in the hands of the users – Social By Design
Redesign the whole experience around people
Beyond design: content meets engagement
Beyond design: content meets engagement
Results are immediately visible
An invite to share
Keeping privacy under control
Friends see my answer
The virtuous circle of Social is ignited
Interactions become content Content becomes conversations
“I really like how the editors behind the scenes can pop into the content and add layers of interaction.” - Jessica Hagy, Forbes contributor #
Great internal success, on all fronts
• Forbes leverages its community to create a new distribution channel
• • Advertisers can sponsor new spaces created thanks to the thriving Forbes community
New formats for new “advertorial” opportunities
- More Users - More Usage and Pages Viewed - More Content - More Formats
Social is at the core of Forbes’ success
• Focus on key business drivers and objectives
• It’s crucial to fully embrace Social putting people at the center of the strategy
• Social becomes strategic for the growth of the business
Forbes: Key Learnings
Use case 3: Starwood: Social at Scale
Starwood Hotels
Starwood
• The challenge: Social at Scale
• The solution: technology as the enabler of scalable efficient processes
9 Brands, 1,300 Hotel, 1,500 users
Centralized support & coordination
“Seeding” of content
The community is local
User experience & brand are consistent globally
Data is unified centrally
• Social presents new challenges for global marketing in real time
• Technology is the enabler for processes optimization
• Social at scale? From a challenge to a world of opportunities
Starwood: Key Learnings
Thank you
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Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud