How Salesforce Uses the Marketing Cloud
1 like99,529 views
The document details a session by Salesforce executives on utilizing the Marketing Cloud for driving mobile app adoption, customer engagement, and social media marketing. Key topics include using Journey Builder for personalized customer journeys, leveraging Social Studio for listening and engagement, and implementing effective strategies like abandoned cart practices for B2B audiences. The session also highlights specific metrics and goals related to promotional efforts for Connections 2015.
How Salesforce Uses the Marketing Cloud
- 1. How Salesforce Uses the Marketing Cloud Gordon Evans, VP Product Marketing, @gordonevans Kelly McCaughey, Director, Accelerate, @kmccaughey Asma Stephan, Manager, Social Media Marketing, @asmageorge Dawn DeVirgilio, Senior Manager, Digital Communications @dawndevirgilio
- 2. In this session we’ll cover: Using Journey Builder to drive Salesforce1 Mobile Adoption Using Social Studio for Listening, Publishing, Engagement & Customer Care Using the Marketing Cloud to drive registrations and engagement for Connections 1 2 3
- 3. Salesforce Adoption Manager The fastest way to turn your employees into Salesforce power users Driving Salesforce1 Mobile App adoption through a personalized cross-channel customer journey to increase retention rates & loyalty
- 4. Three Unique Journeys | Download, Week 1 & Bring Back
- 5. Journey #1 | Download Salesforce1 Mobile App
- 6. Journey #2 | Week 1 with the Salesforce1 Mobile App Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files
- 7. Journey #3 | Bring Users Back 2 days
- 8. Acquire Onboard BringBack 16% Monthly Ac+ve Users Salesforce Adoption Manager The fastest way to turn your employees into Salesforce power users
- 9. Enable Salesforce Adoption Manager Today!
- 10. In this session we’ll cover: Using Journey Builder to drive Salesforce1 Mobile Adoption Using Social Studio for Listening, Publishing, Engagement & Customer Care Using the Marketing Cloud to drive registrations and engagement for Connections 1 2 3
- 11. Salesforce Social Publishing By the Numbers Corporate team: • 5 Primary Corporate channels • Publish ~300 posts a month Company wide: • 90+ Branded social channels • Publish ~3,000 posts a month • All in Social Studio
- 12. Social & Content ❤ A Perfect Match We share resources that our audience finds helpful to build trust and brand affinity.
- 13. 90K avg mentions a month Listening & engage
- 14. Who’s talking about Salesforce? WHO WHAT RESPONSE Customers Ques+ons or feedback about the product, support issues. Answer ques+ons or route to appropriate teams. Influencers & Fans General feedback. Posi+ve engagement. Employees News Sharing, “inside Salesforce” No engagement needed. Media Outlets Ar+cles & news. Monitor. No engagement needed. Other Nega+ve comments. Escalate, offer help whenever possible.
- 15. Support and Collaboration • Dedicated Support handle that sits on the support team • 24/5 coverage • Robust channel that offers tips and helpful resources
- 16. In this session we’ll cover: Using Journey Builder to drive Salesforce1 Mobile Adoption Using Social Studio for Listening, Publishing, Engagement & Customer Care Using the Marketing Cloud to drive registrations and engagement for Connections 1 2 3
- 20. Abandoned Cart Leverage the best prac+ces for B2C and implement for a B2B Audience 46% Open Rate 15% Click Rate 31% Engagement Rate
- 21. 3000 Mobile Push Opt Ins 4 ½ out of 5 Star Review 4000 Downloads of Mobile App 90% iOS 10% Android
- 22. Standard Push Beacon Push Geofence Push
- 23. Audience: CNX 2014 Aendees Standard SMS: Link to Mobile App MMS: Video MMS Image
- 24. Email + Social Ads: Connections Promotions Goal: Register for CNX CTR: 1.03% CPC: $1.28 Goal: Register for CNX CTR: 1.18% CPC: $2.05
- 25. Email + Social Ads: Connections Registrations Goal: Add CNX to Calendar CTR: 3.59% CPC: $0.49 Goal: Download the Mobile App Gained +800 Opt-ins 2 weeks
- 26. Customized 1:1 Journeys Intelligent Email Messaging Mobile Messaging Group Messaging Social Advertising on Facebook and Twitter Social Media Management Contact Management Opportunity Management Reports and Dashboards Salesforce1 Mobile Chatter
- 27. Tracking Registration with Sales Cloud
- 29. In this session we’ll cover: Using Journey Builder to drive Salesforce1 Mobile Adoption Using Social Studio for Listening, Publishing, Engagement & Customer Care Using the Marketing Cloud to drive registrations and engagement for Connections 1 2 3
- 30. Take the after-session survey! Take the Survey in the Connec+ons 2015 Mobile App Join the Conversa+on! #CNX15 $50 Starbucks Gic Card
- 31. Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA
- 32. Questions?