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Chief Adoption Officer@davidalston
David Alston
TRANSFORM THE WAY YOU MARKET WITH THE MARKETING CLOUD
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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Business is SocialYour Customer
Cloud . Mobile . Social
Social Media Has Changed Marketing ForeverThe Largest Shift in 60 Years
Engaging Transparent TargetedUnsolicited One to many Untargeted
123%growth in social customers
Jun 2010Dec 2010 Jun 2011
Dec 2011
Fortune 100 Facebook Fan Growth
Fortune 100 Web Traf!c Growth
Social Revolution: Customers Flocking to Social Channels
Source: Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traf!c”; Google Social Media Analysis Study
20122009 2010 2011
conversations per day
150M
Sources: Twitter
Social Revolution: Customer Conversations Exploding
Source: Forrester, The Facebook Effect
Your Connections Are More Likely to Buy From You
200%More likely to buy
Non-FanFacebook Fan
People Are No Longer Faceless Data
EmailAddresses
ResidentialAddresses
Cell PhoneNumbers
Cookies That Expire in 30 Days
People Are PEOPLE And Are More Connected Than Ever
Enormous Opportunity:
Listen To Your Customers
Build & Engage Connections
Turn Insight Into Action
But Social Has Created Chaos For Marketing
Your Company
MarketingCommunity Manager
Creative eCommerce
Media DigitalPR
MessagingSocial Media
Uncoordinated Action
Limited Insight
What if you could manage all your social marketing on a single platform?
World’s Only Unified Social Marketing Suite
Salesforce Platform
Turn insights into action, and connections into Customers for Life.TM
#1 in Social Marketing #1 in Social Listening
Social AdsEngagementSocial Content MeasurementWorkflow & Automation
Social Listening
Social Listening
Engagement
Measurement
Social Content
Social Ads
Workflow & Automation
Global Leader in Social Marketing
55% of Fortune 100
8 of 10 Largest Advertisers
Thousands of Customers
B2B & B2C
Gordon EvansSr. Director Product Marketing
@gordonevans
World’s Only Unified Social Marketing Suite
Salesforce Platform
Turn insights into action, and connections into Customers for Life.TM
Social Listening: Listen at Social Scale
Improved Brand Monitoring
+94%Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Get Actionable Insight From Over 400 Million Social Sources
Go Beyond The What To The Why
Uncover Marketing, Sales & Service Opportunities
Social Content: Create Compelling Social Presences
campaign effectiveness
+37%
Build Social Canvasses That Create Action
Grow Connections With Social Applications
Optimized For Teams With Workflow
Engagement: Connect With Customers
Increased SocialEngagement
77%Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Create & Manage Your Social Content Calendar
Engage With Customers & Build Community
Scale With Team Workflow & Automation
Social Ads: Amplify Your Content
Amplify Your Brand And Community Stories
Reach Customer By Profile And Activity
Optimize Campaigns In Real-time
Workflow & Automation: Align Marketing, Sales & Service
Build Customer Social Profiles
Share Social Insight & Posts Across Your Company
Work At Social Scale & Speed
Marketing
Sales
Service
Measurement: Track Campaign ROI
Measure Everything From Campaigns To Conversion
Insight Across All Social And Campaign Metrics
Optimize Activity And Maximize ROI
Tristan BishopDirector of Digital Strategy
@knowledgebishop
Symantec Protects the World’s Information
$6.7 Billion in Revenue
20,500 Employees
Fortune’s Most Admired Companies
Symantec is Social
7,000 Global Sales Reps
Pro!le Data
160,000Partners
4,000+Call Center Agents
Marketing Sites
Custom Apps
Back-End
18,500 Employees on Chatter
5+ AppExchange Apps
Product
Social @ Symantec
Customers Share More than Ever Before
Great article on…
Love the new…
Having a problem
Device isn’t working…
Customer service can’t help me…
Cool video…
Frustrating interaction…
Actionable Internet Mentions™ (AIMs)
AIM ™ is a term created and trademarked by Symantec
1.Social media, external blog or external forum mention
2.Created by a customer, partner, competitor or prospect
3.Provides business value to Symantec
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2.Query: Question that doesn’t require support resource
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2.Query: Question that doesn’t require support resource
3.Rant: Insult that merits brand management consideration
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2.Query: Question that doesn’t require support resource
3.Rant: Insult that merits brand management consideration
4.Rave: Praise from Symantec brand advocate
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2.Query: Question that doesn’t require support resource
3.Rant: Insult that merits brand management consideration
4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase
decision
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2.Query: Question that doesn’t require support resource
3.Rant: Insult that merits brand management consideration
4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase
decision6.RFE: Request to enhance a product with a
new feature
What We Do Today: Find, Classify and Assign AIMs™
1. Case: Request for help resolving real-time issue
2.Query: Question that doesn’t require support resource
3.Rant: Insult that merits brand management consideration
4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase
decision6.RFE: Request to enhance a product with a
new feature7.Fraud: Communication from an unauthorized
provider of Symantec products
Marketing Cloud Engagement Console
Recap: AIM™ Triage Process
Con!guration
Product 1
Product 2
Product 3
Rant
Rave
Lead
RFE
Fraud
SymantecEmployee
ResponseQuery
Case
Review
Blogs
Message boards
Recap: AIM™ Triage Process
Con!guration
Product 1
Product 2
Product 3
Rant
Rave
Lead
RFE
Fraud
SymantecEmployee
Response
Pro!les Interactions History Transactions PreferencesCRM
Query
Case
Review
Blogs
Message boards
Next Up: Salesforce Service Cloud IntegrationSocial CRM Workflow: Support
• Marketing Cloud pulls in social posts of all types,
including Cases
• SCRM team classifies posts using the Marketing
Cloud Engagement Console
• Social Hub creates SFDC Objects for Support
cases
• Support agents respond in SFDC Service Cloud
Thank You