Marketing Keynote: Reaching the Connected Customer

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  |  niki.epstein@cba.com.au  

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)