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Active Audiences Act on a single view of the customer, with advertising
Marketing Cloud Partner Office Hour, June 2, 2015
Gabe Joynt, Director – Product Marketing, [email protected]
Landscape Active Audiences Services Opportunities Q&A
Agenda
Acquire new subscribers Reach your customers and drive new revenue Drive your customer journeys with advertising
With Active Audiences, make advertising a 1 to 1 channel
GA Launch: March 2015
• Ad Age, Salesforce to Trigger Ads Based on CRM Data, 3.23.15 • Barron's, Twitter: Pivotal Cuts to Hold; Valuable Service But in Its Niche, 3.25.15 • AdExchanger, Activatin’ CRM Audiences, 3.24.15 • Digital Strategy Consulting, Salesforce matches CRM data to Facebook ads, 3.24.15 • Direct Marketing News, Salesforce Releases Active Audiences Product, 3.23.15 • FierceCMO, Salesforce Marketing Cloud rolls out Active Audiences, 3.23.15 • Social Times, Salesforce Marketing Cloud Active Audiences Taps Facebook Audience Network, 3.23.15
Three trends converging that will transform advertising
Social media is pervasive, powered by real identity 1.39B active Facebook users (86% mobile)
Mobile is now the first screen 177 minutes per day in apps, vs. 168 minutes for TV1
Brands are claiming the value of customer data With so many digital touch-points with their customers, progressive brands are consolidating their data to orchestrate across channels
1 – Flurry, November 2014. 177 minutes per day spent in mobile apps, vs. 168 minutes spent watching TV. US smartphone users.
Source: US Mobile Total Monthly Minutes, comScore, June 2014, Facebook
Mobile Is Social
reinvent advertising based on a single view of the customer
it’s not controversial
but the stakes are high
Moving to 1 to 1 Journey-Based Ads
The Past The Future
Proxy-based Targeting
Social Identity Targeting
Cookie Pools Single View of the Customer
Banners and Buttons Native Advertising
Web Centric
Mobile / Cross-channel
Isolated Interactions Integrated Journeys
writing the next chapter
people-based reach prospects and customers across devices
execute alongside the rest of marketing
Acquire new subscribers Reach your customers and drive new revenue Drive your customer journeys with advertising
With Active Audiences, make advertising a 1 to 1 channel
Reaching segments of people, not proxies
John Smirky [email protected]
m
John Smirky
127e6fbfe24a750e72930c220a8e138275656b8e5d8f48a98c3c92df2caba935
Data sits on USB key, desktop or laptop. Data is hashed en route to network.
Manual Approach to using CRM data for ad targeting
Export of clear text customer data (PII)
Direct upload to ad network
data source
s
device
s
accounts/networks
Active Audiences Data is hashed within Salesforce
Automated audience updating Manage audiences with Journey Builder
Automation, governance and security with Active Audiences
Your data, already in the trusted environment of Salesforce
Your customers, now securely matched to an audience on the social network.
Unlimited data sources Single point of onboarding (including suppression audiences)
Support unlimited ad accounts to enable flexibility in execution.
How Salesforce Delivers 1 to 1 Journeys with Advertising
Collect Customer Data in Real-Time From
All Channels
Integrate Data Sources into a Single View
Segment & Onboard Data for
Targeting
Personalize the Journey
across channels
Social Network
Audience Available for targeting within
Ads account
Audiences may be defined by real-time triggers such as: Journey Builder Social Topic Profiles Audience Templates Or segmentation Audience Builder Data imports Any list or data extension
Onboarding to social
all data is deleted
Data is securely scrambled using
SHA-256 Hashing
Social.com: Facebook (Desktop/Mobile),
Facebook Audience Network (Mobile apps)
Lookalike Audience
How it works
aggregate match count data
Social Network
Audience Available for targeting within
Ads account
Audiences may be defined by real-time triggers such as: Journey Builder Social Topic Profiles Audience Templates Or segmentation Audience Builder Data imports Any list or data extension
Onboarding to social
all data is deleted
Data is securely scrambled using
SHA-256 Hashing
Social.com: Facebook (Desktop/Mobile),
Facebook Audience Network (Mobile apps)
Lookalike Audience
FUTURE STATE
aggregate match count data
Onboarding Partner DMP / DSP
CONFIDENTIAL
people + journeys
acquire onboard engage retain
always be automating
use data about your best customers to acquire new customers
Cedar Fair Entertainment Creates Thrilling Results With Active Audiences Increased ROI 3X compared to past performance benchmarks
Acquired new subscribers using a Facebook Lookalike of past guests
Converted past guests to a season pass purchase for upcoming season
“The results we’re seeing from Active Audiences are greatly exceeding our expectations.” – Daryle Powers, VP CRM, Cedar Fair Entertainment
Outrigger acquires subscribers who are like their best guests Identified high-value customer segments based on bookings history and recent email engagement
Used Active Audiences to create Facebook Lookalikes based on precise past guest segmentation
Created efficient campaign reaching target on Facebook mobile feed using Social.com
Beat Cost Per Acquisition goal by 89%
Respondents were 2X more likely to opt-in for promotional email
use social listening to identify new audiences, and join the conversation
Heroku + (SFWT or London) <2 days
strengthen the bond with new customers across channels
engage and drive new revenue
Would customers reached by both email and Facebook advertising be more likely to convert?
TEST GROUP
925,000 email subscribers
MATCHED AUDIENCE 565,000 subscribers (61%) anonymously matched through Facebook Custom Audiences
35% opened emails
42% saw Facebook ads
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
+
1) Matched a group of email subscribers to create a Facebook Custom Audience
2) Targeted this audience with email and ads over 2-week program
3) Matched transactions using Offline Conversion Measurement
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
Ads increased reach by 77%
Subscribers were 22% more likely to convert when reached by both ads and email
Coordinating channels increased reach and conversions
take a progressive approach to reactivation
Engage the half of your list that doesn’t open email
ACTIVE SUBSCRIBERS
Targeting ads to inactive subscribers, with no open/click in 6+ months ✓ Inactive subscribers were even more likely to click on ads than active subscribers ✓ The retailer drove $13 in revenue for every $1 invested in Facebook advertising.
INACTIVE SUBSCRIBERS
Advertising click-through rate
Partner opportunities
1. Implementation support 2. Customer segmentation / experience / journey strategy 3. Always-on program development 4. Data strategy and integration 5. Campaign management, especially always-on customer campaigns
Marketing Cloud Partner Services Opportunities
1. Eligibility: Ensure that the customer can add Active Audiences to their current
agreement (has Pro, Corporate, Enterprise edition, or is a legacy email customer). Add “Pro” edition if customer is not otherwise eligible to add Active Audiences to their agreement.
2. Use case: Understand whether they need the usual # of audiences (75) with daily data refresh, or if they can be successful with the more basic package (25 audiences and weekly refresh)
3. Package: Pick a product SKU, in ETSF. See “notes” for FAQs and additional considerations
For enablement and selling resources, see the Active Audiences chatter group on NA7 or SAVO.
Pricing Active Audiences – 3 Steps
Pricing Active Audiences
Eligibility Do they need a new edition?
To add Active Audiences, customer needs Pro, Corporate or Enterprise edition, or an equivalent email subscription. If they don’t, sell Pro and see the notes page of this document, Selling Standalone.
Use Case Audiences & Refresh
Pricing hinges on two things: The number of audiences the customer wants to manage concurrently, and how frequently those audiences should be updated. This can be hard to estimate without the client having some experience with 1:1 advertising.
Here are some guidelines:
1. If the client has only one or two use cases and is just getting started, choose Package 1.
2. If they want to use Active Audiences and Journey Builder, sell Package 2. It updates the target audience daily, vs. weekly.
3. If client is segmenting their existing customer base even moderately (geography, LTV, life stage, products owned) sell Package 2.
4. If they buy Package 1 and need more audiences or more-frequent updates, it’s easy to upgrade to Package 2.
Product Select the right SKU
212602: Package 1 25 audiences Weekly audience refresh
212603: Package 2 75 audiences Daily audience refresh
212605: Additional Audiences 100 audiences Can only be added to 21603
1 2 3
Q&A
Thank you