Crafting the Ultimate 1:1 Student Expereince Webinar

Crafting the Ultimate 1:1 Student Experience

December 11, 2014

Featured Presenters

Susan Marshall Sr. Director, Product Marketing

Salesforce

Sandra Sanvido Sr. Director, HE Marketing

Salesforce Foundation

Vadim Gorelik Asst. Director, Enterprise Systems

University of Texas at Austin

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World’s #1 CRM company

World’s most admired software company

World’s most innovative company

Celebrating 15 Years of Customer Success

4TH YEAR IN A ROW! 2011 • 2012 • 2013 • 2014

#1 most admired in software

#7 best company to work for

1-1-1 Model adopted by:

sharethemodel.org

1% 1% 1% Time Equity Product

$73M+ Grants

743K+ Service Hours

23,000+ Nonprofit Organizations

Celebrating 15 Years of Giving Back

360° student view

Marketing Communications

Recruitment

Student Success Advancement

Become a Connected Campus: Put Your Students at the Center

Community Engagement

Salesforce1 for Higher Ed Solutions

Recruitment

Donor Management

Alumni Relations

Gift processing

Early Warning

One Stop Shop

Advising

Career Services

Recruiting Automation

Events Management

Social Prospecting

Cross-channel Marketing Campaigns

Social Media

Journey Building

Prospect Community

Student Community

Alumni Community

Faculty Community

Student Success Advancement Marketing Communications

Community Engagement

The Journey Is the Reward Craft the Ultimate 1:1 Student and Alumni Experience

 Susan Marshall  Sr. Director Product Marketing, Marketing Cloud  [email protected]  @s_marshall  

Students Are on a Journey With Your Brand

Click Facebook Ad

Evangelize on Facebook

Contact Student Services

Service Issue Resolved

Download App Mobile Opt-In Tuition Paid

Personalized Content Email

Newsletter Sign-Up

*Transforming Customer Experience: From Moments to Journeys, 2013

Journeys are strongly correlated with business outcomes.

+36% Customer

satisfaction

+19% Likely to stay/

renew

+28% Willingness to recommend

+33% Less likely to cancel/churn

The Customer Journey Connects Discrete Interactions

Acquire

Onboard

First Purchase

Engagement

Your Institution

These Actions are Isolated for Many Universities

Your Student

Pulse Check – Where Are You Now?

Do you know who your students really

are?

Are you defining their experience?

Are you engaging on multiple channels?

Are you measuring the impact on your goals?

How do you create a 1:1 student experience?

Create a Contextual View of Your Students

Track Where Your Students Are in Their Journey

Engage with Your Students as Individuals

Measure the Impact on Your Institution

Marketing Cloud  The Platform for 1:1 Student Journeys

 Build a single view of your constituents

 Plan and optimize the student journey

 Deliver personalized content across every channel and device

 Measure the impact

Journeys Contacts Content Channels Analytics Apps

Proven Success in Higher Education

Improved Ability to Achieve Mission

Improved Overall Efficiency

%84

86 %

How Does It Work?

Apps

Connected Apps

Connected Products

Connected Spaces

Content

Asset Management

Workflow & Approvals

Versioning

Channels

Email

SMS/MMS

Push Notifications

Social

Advertising

Web Experiences

Group Messaging

Journeys

Maps

Interactions

Metrics

Analytics

Reporting

Dashboards

Web & Mobile Analytics

Contacts

Contact Management

Segmentation

Tools

Events and Triggers

Predictive

Intelligence

“We need to better serve our alumni and increase purchases at our campus store”

First Purchase

Repeat Purchaser

Loyal Constituent

Anonymous Browser

Known User

University

Meet Susan

42 year-old, mother of three Northern Trail Alum ‘92 Planning Colorado hiking trip

Susan Starts Her Journey with Google

Hiking in Colorado

Her Search Leads to the Campus Store – Northern Trail Outfitters

Susan Explores Northern Trail Outfitter’s Campus Store

Anonymous32485

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

She Creates an Account through Facebook

Anonymous32485

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear

EMAIL: [email protected]

LOCATION: Indianapolis

Susan Receives Her First Personalized Message

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear



JOURNEYS: Welcome

She Receives Targeted Offers through the Mobile App

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear



JOURNEYS: Welcome

MOBILE: App Installed

Susan’s In-Store Experience is Enhanced with Mobile

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear



JOURNEYS: Welcome, Location


She Receives a Receipt with Personalized Content

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear



JOURNEYS: Welcome, Location, 1st Purchase


Susan Posts to Facebook about Her Great Experience

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear



JOURNEYS: Welcome, Location, 1st Purchase, Advocate


Susan’s 1:1 Customer Journey

What Can Northern Trail University Do Next?

Create individual interactions, at scale, with millions of constituents Communicate through multiple channels Leverage data and insights, optimizing interactions Measure performance across the entire journey

Susan Marshall

GENDER: Female

ENTRY: Search


PRODUCTS: Footwear



JOURNEYS: Welcome, Location, 1st Purchase, Advocate


Marke&ng Cloud @ McCombs

The Start of Something Beau1ful

Current State of Communications

Students

Alumni

External

Constituents Departments

Academic Departments

Centers

Alumni/Development

Transactional / Com

mercial

Platforms

Email

Mobile

Social

Experiential

Net Result

VIP

Challenges to Solve

• Simpler Things §  Subscrip)on preferences §  Email frequency

• Higher Order Functions §  Journey builder §  1:1 Marke)ng

Solution

• Adapt Marketing Cloud as the communication platform §  Centrally fund to encourage adop)on

• Integrate Marketing Cloud and Salesforce §  Detailed instruc)ons and about 40 minutes of clicking and typing

• Build a Preference Management center in Salesforce §  Exper)se already exists §  Allows for crea)on of campaigns and reports in Salesforce

Preference Center

• Add a custom multi-select field to Contact object

Preference Center

Preference Center

• Modify Unsubscribe link to point to the Preference Center §  Work with Marke)ng Cloud to setup the link and to pass 18 digit contact or lead ID

• Setup lists and workflows to ensure subscription preferences are captured §  RFIs §  Imports from other third-‐party tools

• Run reports and campaigns keeping the custom subscription field in mind

Email Marketing

• Reports and Campaigns – Executive Education §  U)lizing class par)cipa)on

Journey Building

RFIInformation Email with a discount code to update

Preference Center

Themed Email based on Preference Center

General Email with class schedule

CompletedPreferenceCenter

Didn’t CompletePreference Center

Didn’tRegister

Didn’tRegister

Transactional Emails

Registered

Registered

Promotional email with information on related,

upcoming classes

# days aftercompletion of

class

Thank you

 Marketing Cloud Deep Dive Demo webinar   December 18 at 11:00 am PST/ 2:00 pm EST   Featuring: Greg Hammen, Salesforce and Vince Salvato, Sierra-Cedar

Higher Ed Summit   February 12-13, 2015   Miami, FL

Upcoming Events

salesforcefoundation.org/hesummit15