Charlie Wood Area Vice President
APAC & Japan Salesforce Marketing Cloud
@snoutley
Marketing Cloud
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Listen, Publish and Advertise on Social Channels
Charlie Wood Area Vice President, APAC & Japan salesforce marketing Cloud
Niki Epstein Executive Manager Social Channels, Commonwealth Bank
Helen Crossley Head of Insights & Measurement, Facebook
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Modern Marketer
Be creative. Build relationships as you communicate. Create interesting content. Take advantage of Social Media.
#1 in Social Advertising #1 in Social Publishing #1 in Social Listening
#1 in Social Marketing
Listen Overview
Salesforce Radian6: #1 in Social Listening
• Real-time coverage of the public social web
• Insights ecosystem • Analytics and metrics • Manage & engage in conversations
• Enterprise scale, automation & workflow
Listen: Key Use Cases
Social Brand Monitoring
Community Engagement
Social Customer Care
Social Lead Generation
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Publish Overview
Salesforce Buddy Media: #1 in Social Publishing • Manage social feeds & streams • Scheduling, seeding, approvals & rights management • Quickly create & manage social canvases • 60+ pre-built yet customizable social application like Polls, Sweepstakes, Video Galleries
Publish: Key Use Cases
Drive Brand Engagement & Advocacy
Drive Behavior & Conversions
Deploy & Manage Social Presences at Scale
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Advertise Overview
Salesforce Social.com: #1 in Social Advertising • Build & manage social ad campaigns on Facebook & Twitter • Automation & optimization to maximize ROI • Re-use shared assets across multiple campaigns • Create and reuse target segments
Advertise: Key Use Cases
Acquire Fans & Followers
Drive Leads & Direct Response
Promote High Performing Social Content
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Listen, Publish and Advertise Niki Epstein | [email protected]
22 22 Commonwealth Bank of Australia / Presentation Title / Confidential
Build Systems…… then listen
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Chatter slide
Commonwealth Bank of Australia / Presentation Title / Confidential
Build Systems… then collaborate
24 24 Commonwealth Bank of Australia / Presentation Title / Confidential
Build Systems… then engage
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Build Systems… then excite
26 26 Commonwealth Bank of Australia / Presentation Title / Confidential
Build systems… then curate
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FACEBANKING has arrived
Build Systems… then innovate
Was this journey from a blueprint or did it evolve over time?
Improving Your Facebook Marketing by Measuring Your Objectives
All of the people who matter to you.
Where they discover what matters to them.
Every day. Everywhere.
Proven results
Targeted reach
Deep engagement
Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
ROI improvement when maximizing reach +70%
Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
Brand resonance is measured via polling
Source: Median Lift in Exposed vs Control studies for Facebook Asia Pacific , July 2012. n=66
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Ad Recall Brand Awareness Campaign Awareness Message Association
Facebook APAC median lift in exposed vs. control
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Ad displayed to user
Polls next day in ad context
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Control group created
Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against your business objectives
Reaction Measurement Best Practice
Brand: Media Mix Models
Direct Response: Multi-touch Attribution
Using A/B Testing to Measure ROI
Geographic Custom Audience Conversion Pixel
What would be the most important metric for Facebook success?
Marketing Cloud
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Q&A
Helen: What’s the one thing that you think CBA and Nikki does well?
Nikki: What’s the benefit of a local partnership with Facebook in Australia?
(what value does that bring the CBA)