Sydney Event: A Social Affair

State of MarketingInsights and trends from 3,500 global marketing leaders

FOURTH ANNUAL

Adam BrownExecutive Strategist

Four Years in the Making

3,500 Marketing Leaders Surveyed WorldwideExclusive to marketers holding leadership roles

Customers Expect a New Level of EngagementBenchmarks are consistency, personalization, and proactivity

Percentage who expect companies to provide a consistent experience across every channel 88%

75%

Percentage who are likely to switch from a brand that treats them like a number instead of an individual

72% 66%

“State of the Connected Customer,” Salesforce Research, October 2016

Percentage who are likely toswitch from a brand that doesn’t anticipate their needs 64%

50%

ConsumersBusiness Buyers

By 2017, 89% of marketers expect customer experience to be their primary differentiator.- Gartner 2016

The Marketing Playbook has TransformedCustomer journey strategies fuel customer experience imperatives

68% of marketing leaders say their company is increasingly competing on the basis of customer experience.

67% of marketing leaderssay creating a connected customer journey is critical to their overall marketing strategy success.

Key Research Findings

Marketing Embraces the AI Revolution

Shifting Priorities Spark Organizational

Change

Marketing Tech Makes

Waves

Marketers Move to Evolve Journeys, but

Data Woes Linger

Insufficient internal resources

Budgetary constraints Budgetary constraints

Insufficient internal resources

Budgetary constraints

Marketers Struggle to Unite Customer DataA single view to drive cohesive journeys remains elusive

1

2

3

High Performers Moderate Performers Underperformers

Top Challenges Marketing Leaders Face in Creating a Connected Customer Experience across the Customer Lifecycle by Performance Level

Creating a shared, single view of the customer

Difficulty leveraging data from different sources



Channel Proliferation Ups the AnteMore channels, more data, more challenges

Actual Channel Growth 2015—2017

Video advertising

SMS/text messaging

Mobile apps

Native advertising /sponsored content

Advertising onsocial platforms

B2B*

Video advertising

Email marketing

Mobile apps

SMS/text messaging

Native advertising /sponsored content

B2C

Average Number of Channels Used

High performers 11

Moderate performers 9

Underperformers 6

34% Marketing Budget to “New” Channels

A New Standard for Customer Journeys EmergesTop marketers coordinate messages across channels

High performers 43% 47% 11%

Moderate performers

Underperformers

Volume of Channel Coordination by Performance LevelModerate coordinationHeavy coordination Minimal coordination

3% 58% 38%

16% 69% 15%

* Heavy coordination is defined as coordination across 10–11 of the channels defined.Moderate coordination is defined as coordination across 4–9 of the channels defined.Minimal coordination is defined as coordination across 0–3 of the channels defined.

1) Connect Social To The Business Strategy

All businesses have the opportunity to think about social beyond Marketing. Think about the channels and the functions in your company:

• Service• Sales• Support• HR and Recruitment

Bring together a cross functional team.

Business Insights

MarcommInsights

Social Insights

Actionable Social

Listening

Social listening is no longer just about social media…

Marketing

Service, support and crisis management

Discover account insight and manage

social leads.

Manage owned and social communities, link identities, foster

advocates

Social consumer insights, analytics and campaigns

Social Impacts the Entire Organization

Service Sales Community




Data Woes Linger


Waves


Change

Top Marketers Rethink Organizational StructuresRoles increasingly map to customer journeys, not channels

89%

62% 37%

High Performers vs. Underperformers

2.4xmore likely to say they’re aligning

marketing roles to a customer journey strategy vs. traditional roles (e.g., by

marketing channel/function)

59% of marketing leaders say that traditional marketing roles limit their ability to engage customers.

High performers

Moderate performers

Underperformers

I understand how marketing’s efforts impact individual accounts/customers

Marketing consistently provides sales with quality leads

Marketing and sales are empowered to collaborate

Marketing and sales share common goals and metrics

Marketing understands what sales needs to succeed

Sales and Marketing Alignment Drives Success In their shift to trusted advisors, sales depends on marketing more than ever

Percentage of Marketing Leaders That Strongly Agree or Agree with the Following Statements about Their Relationships with Sales

92% 70%

45%

90% 70%

41%

91% 69%

45%

91% 69%

42%

89% 68%

45%


2.0xmore likely

2.2xmore likely

2.0xmore likely


2.1xmore likely

2.0xmore likely

Moderate performersHigh performers Underperformers

Marketing and service collaborate on a regular basis

Marketing alerts service to special promotions and offers

Marketing and service share common goals and metrics

Service collaborates with marketing to manage & respond to social inquiries & issues

Marketing is suppressed when a customer has an open service case

Collaboration With Service Closes The Lifecycle JourneyCross-selling and customer satisfaction hinge on a new dynamic

Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationships with Service

90% 66%

42%

87% 67%

39%

89% 64%

39%

88% 64%

37%

81% 55%

33%


2.1xmore likely

2.2xmore likely

2.3xmore likely


2.4xmore likely

2.5xmore likely

Moderate performersHigh performers Underperformers

2) Rethink Social Metrics as Business Metrics

Social metrics are still valid:Reach, interactions and community still very important to judge content, etc.

Find new ways to measure social as part of business:

§ Social Customer Care cost avoidance§ Web traffic from social§ Social-to-mobile app engagement§ Customer engagement on social

Social Customer Service (SCS)Is SCS a big deal? These stats speak for themselves.

§ Social agents are able to handle 4-8 times more issues/hour than phone agents (Gartner)

§ Preemptive SCS (reaching out) can reduce call volumes 30% and increase customer retention 3-5% (Enkata)

§ SCS costs 1/6th the cost of phone interactions, 1/3-1/5 the cost of email interactions (NM Incite)

$5 / $10 / $15

The Customer’s Expectations Are Changing, too.From days to hours to now minutes and seconds…

Within a few days or so

Within 5 minutes

Within 15 minutes

Within 30 minutes

Within one hour

More than one hour, but later

same day How soon after you contact a brand on social media do you expect a response?

Source: Edison Research

Align Image an Send to BackAlign photo to this shape and crop

“One of our fastest and most successful customer facing projects delivered to date.”

Brady Jacobsen, GM Customer Contact Channels

Australia Post Syncs Social Media with Customer ServiceStrong social brand with over 300,000 followers

Integration of social media into Service Cloud delivers multi-channel service on a single platform

Retiring obsolete systems with native access reduces risk

Powerful CRM engine delivers fast reporting on volumes, posts, and SLAs

Workforce Management team now respond easily to volume spikes (e.g. Christmas)

Social Service capability delivered by Salesforce Strategic Services in just 5 weeks

8% uplift in service productivity off the bat

KLM Leads the Industry on Social Marketing and ServiceMost Socially Devoted Brand (4 quarters in a row) + Digital Marketing NIMA Award

Handles 75,000 social mentions weekly in 14 languages, with 150 dedicated social care agents

Tying social interactions to the customer record, exposed potential customer issues in the KLM travel experience

Using paid advertising to fill low inventory routes (€35M in 2015 sales)

“It’s first about service, then brand reputation, but also about commerce… we have to make money.”Gert-Wim ter Haar, KLM Social Media Manager

3) Embed Social Media Into the Fabric of Your Company

Rethink how Social can inform business decisions beyond customer care.

Brand is important but expand listening to:• Competitive Analysis• Ad Campaign Efficacy• Product/Service insight • Customer experience• Better understanding

your customers & prospects

Actionable Social Media ListeningIs a Campfire…

Different Applications, Different Objectives…Command centers deliver multiple benefits, but can differ on primary goal

Brand & Service ShowcaseDemonstrate to customers and employees the critical importance of social engagement.

Customer Support/Operations RadarCommand Centers deliver an “early warning radar” with actionable real-time insights

Executive VisibilityHelp executives keep their finger on the pulse of the customer with glance-able visualizations

Real-Time Marketing/Business InsightsEmpower marketing & communications teams to make messaging decisions at the “speed of social"

LIDS Command Center unveiling just a few weeks ago…

USAA Insurance’s “Social Exchange.” While USAA’s real commend center is located just behind this wall, these screens appear in the common public lobby areas. The eight screens (four large vertical, four smaller horizontal) show a variety of custom and standard command center visualizations. This is a key stop for the thousands of people who tour the USAA headquarters every year.

A variety of Marketing Cloud Command Center visualizations appear in the Southwest Airlines Listening Center, as well as some of the airline’s proprietary flight ops screens. Southwest Social Care Manager Rob Hahn shows the Command Center World Cloud visualization that helped alert the Network Operations Center of a shooting inside of LAX airport in 2013 first before any other system or notification.

4) Use Actionable Visualizations to Create Executive Buy-In

Single most effective contributor to social success is company wide commitment and participation.

Use social insights to create this buy in:

§ Share simple social dashboards on brand, products and competitors

§ Pull specific posts and tweets from customers.§ Create cross functional editorial board.§ Command Centers & iPads


Change




Data Woes Linger


Waves

4) Connect Social Data to the EnterpriseMarketers are turning to new solutions to connect with discerning customers

Percentage of Marketing Leaders Who Use or Plan to Use the Following Tools or Technology over the Next Two Years

AnticipatedYoY Growth

+53%Artificial intelligence (AI) 51% 27%

+34%

Internet of Things (IoT)/connected devices 66% 23%

+31%Marketing automation platform 67% 21%

+31%Social listening tools 67% 20%

AnticipatedYoY Growth

+30%

Customer identity and access management (CIAM) 68% 20%

+30%Mobile campaign management 68% 20%

+30%Lead nurturing and scoring tools 66% 20%

+28%

Data managementplatform (DMP) 70% 19%

Plan to useCurrently use

CRM systemData targeting and segmentation

Social publishing toolsMarketing analytics / measurement tools

High Performers Turn to Sophisticated Data ManagementNew capabilities boost 1-to-1 engagement

1

2

3

High Performers Moderate Performers Underperformers

Most Essential Tools and Technologies to Create 1-to-1 MarketingAcross Every Touchpoint

Data management platform

CRM systemMarketing analytics / measurement tools

Marketing analytics / measurement tools

Guided selling (e.g., opportunity ranking by potential value, sales activity effectiveness)


Waves


Change



Data Woes Linger


AI Yields a New Era of Predictive Personalization Early adopters find a new mainstay of their arsenal – 51% are using AI

72%

50%

32%


2.2xmore likely to say they’re currently

using artificial intelligence (AI)

57% of marketers using AIsay it’s absolutely or very essentialto creating 1-to-1 marketing across every touchpoint.

High performers

Moderate performers

Underperformers

AI Yields a New Era of Predictive Personalization Early adopters find a new mainstay of their arsenal

Areas Where Marketing Leaders Expect AI Will Have a Substantial or Transformational Impact on Their Business over the Next Five Years

Sentiment analysis 56%

Lead scoring

Customer segmentation / lookalike audience modeling

Campaign analytics

57%

58%

59%

Digital asset management 59%

Predictive journey

Dynamic landing pagesand websites

Hyperpersonalization of content

60%

61%

61%

Social Studio EinsteinIndustry Leading Enterprise-Class Artificial Intelligence

Now!

Sentiment Insights: Determine tone and sentiment of conversations in 10+ languages to help you truly understand the voice of your

customer and make smarter decisions

Now!

Spam Detection: Identify known spam sites and posts on your social channels to separate signal from noise and optimize your teams

efforts

Now!

Language Insights: Detect and classify social posts by language, giving marketers greater ability to manage and measure all

conversations from billions of sources

Now!

Automated Custom Classifiers: Automatically tag posts that meet certain criteria for a seamless handoff to internal teams for resolution

and reporting

Now!

Image Insights: Train Social Studio to “see” logos, objects, scenes, attributes, emotions and more through deep learning. Classify

images and apply automation for routing and workflow

NEW

GENERALY AVAILABLE

Image Classification“See” The Social Web for the First Time Ever!

Recognize and classify images that match logos, objects, scenes, attributes, emotions and much, much more!

Apply automation rules to route posts and relevant parties to save time and gain faster consumer and market insights

5) Don’t over-complicate this stuff…

Just reach the right customer

at the right timewith the right message

in the right channel

How Can Your Team Join the High Performers?

What High Performers Do Differently

Drive connected customer

journeys with data

Revamporganizationalstructures and

workflows

Keep their tech stacks

fresh

Stay on the cutting edge

with AI

Powering Success Across Industries

TechnologyTravel & Hospitality CPG HLS

Fins& Insurance B2BRetail/QSR

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