service cloud service is the new marketing

Service is the new Marketing Best Practices for Social Service

Tristan Bishop, Symantec Rob Rose, Deloitte

Lauren Ingram, Salesforce.com Drew Downard, Salesforce.com

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 product or service availability, 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.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Lauren Ingram Product Manager, Salesforce for Twitter&Facebook

@LNIngram

lningram.com

¡Viva la Revolución! Cloud, Mobile, Social

1960’s Mainframe Computing

1990’s Cloud

Computing

2000’s Mobile Cloud

Computing

2010’s Social Cloud Computing

1970’s Mini

Computing

1980’s Client/Server Computing

10X 100X 1,000X 100,000X Number of users: 10,000X

Social @Salesforce

Radian6 Social Contacts

Data.com LinkedIn

Facebook Twitter

Buddy Media

Salesforce for Twitter & Facebook

Grow Customer Satisfaction with Social Service

Cloud . Mobile . Social

Drew Downard Sales Engineer

How Social is Changing Service Why It Matters For You

Rob Rose Principal Consultant, Deloitte

Creating a Strategy

Tristan Bishop Director of Digital Strategy, Symantec

Social Service in Action

Social is Transforming Customer Connections

Why Social Service Matters Drew Downard Principal Sales Engineer, Salesforce.com

Your Customers Share More than Ever Before

Great article on…

Love the new…

Having a problem with…

Device isn’t working…

Customer service can’t help me…

Cool video…

Frustrating interaction…

Customers Expect Service Through Social Channels

57% of People Who Have an Issue With a Product or Service Search Online First

50% of Facebook Users & 80% of Twitter Users Who Post a Service Issue Expect a response in < 24 hours

Only 20% of the Fortune 500 are currently interacting with customers on Facebook

58% of people who tweeted about a bad experience never received a response

Customers Will Leave After a Poor Service Experience

Frustrating Experiences

Lack of context

Not personalized

Slow, inaccurate answers

Low quality of interaction

Not on channel of choice

86% Customers stop doing business after one negative interaction

Source: Harris Interactive, 2009 Customer Experience Impact Report

Customer Reach

Customer Reach: Old World

150

Customer Reach: Social World

634

Millions

Customer Reach: Viral Impact

Even the Best Brands Are Learning The Hard Way

Service is the New Marketing

•  Every customer is a broadcast media source with a potential reach of millions

•  Can’t buy air time or hire ad agencies to craft the message these sources communicate

•  We craft that message with every service interaction they have with us

•  Customers Willing to pay 21% Premium for brands that provide great social service

I Don’t Want That to Be Me

•  What Do I Do?

•  How Do I Get Started?

•  What Are Industry Best Practices?

Rob Rose Principal Consultant

@rorose63

http://bit.ly/robRose

Service is the new Marketing Plan. Listen. Learn. Act.

Dreamforce 2012

Service Is The New… Everything. What aspects matter to you?

Copyright © 2012 Deloitte Development LLC. All rights reserved.

Governance & Policies

Integrated Social Tool Suite

Digital Content Management

Community Management

Route & Respond to Intel

Social Monitoring

Voice of the Competitor's Customer

Socially Integrated Campaigns

Product Trials & Debuts

Social Marketing

Foundation Capabilities

Social Commerce Platform

Social Sales

Social Lead Management

Social Sales

Social Intelligence

Proactive Social Support

Social Media Knowledge Base

Social Command Center

Social Support

Social Identity Management

Collaboration

Partner Collaboration

Gamification & Behavior

Management

Enterprise Social Collaboration

Enterprise Social Promotion

Customer Collaboration

Voice of the Customer

Social Analytics

Listen

Plan

Learn

Collaborative Culture

Operational Efficiencies

Customer Engagement

Value

Act

The Cycle Of Social Support

The Cycle Of Social Support

Listen

Deloitte Managed Analytics

Act

Learn

Collaborative Culture

Operational Efficiencies

Customer Engagement

Value

Plan

Move The Needle On A Metric That Matters Pick a driver and ask yourself, “how will we improve this?”

Copyright © 2012 Deloitte Development LLC. All rights reserved.

Measure specific benefits and corresponding increase in shareholder value

What Capabilities Matter? Marketing:

Determining Fit Sales:

Committing Support:

Maintaining & Strengthening Functional

Capabilities

Social Intelligence Capabilities

Foundational Capabilities

Collaboration Capabilities

Proactive Social Support

Social Command Center

Social Media Knowledge Base

Routing & Responding to Intel Social Monitoring

Competitor’s Customer Voice Voice of the Customer

Community Management

Digital Content Management Governance & Policies

Integrated Social Tool Suite

Change Management

Social Identity Management

Social Analytics

Gamification & Behavior Management

Enterprise Social Collaboration Partner Collaboration Customer Collaboration

Enterprise Social Promotion

Social Lead Management

Social Commerce Platform .

Social Sales .

Socially Integrated Campaigns

Product Concepts & Debuts

Don’t worry…it’s a Journey Roadmap smaller than it appears in the rearview mirror…

The case for change The target state The path forward Expected results

Copyright © 2012 Deloitte Development LLC. All rights reserved.

Deloitte’s Social Maturity Model

Inactive Emergent Adequate Mature Innovator

Select Social Enterprise Capabilities as focus areas

Assess Current and Goal Maturity Levels Gap analysis shows where to realize value growth

Sample actions give examples of immediate, actionable direction

Copyright © 2012 Deloitte Development LLC. All rights reserved.

Demo Plan. Listen. Learn. Act.

Dreamforce 2012

Tristan Bishop Director of Digital Strategy, Symantec

@KnowledgeBishop

KnowledgeBishop.com http://www.slideshare.net/knowledgebishop

Best Practices for Social Service

Actionable Internet Mentions™ (AIMs)

1.  Social media, external blog or external forum mention

2.  Created by a customer, partner, competitor or prospect

3.  Provides business value to Symantec

30

AIM ™ is a term created and trademarked by Symantec

Global Triage Monitoring

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

5.  Lead: Pronouncement of near-term purchase decision

6.  RFE: Request to enhance a product with a new feature

7.  Fraud: Communication from an unauthorized provider of Symantec products

What We Do Today: Find, Classify and Assign AIMs™

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

5.  Lead: Pronouncement of near-term purchase decision

6.  RFE: Request to enhance a product with a new feature

7.  Fraud: Communication from an unauthorized provider of Symantec products

Radian6 Engagement Console

Recap: AIM™ Triage Process

Blogs Message boards

Configuration

Product 1

Product 2

Product 3

Rant

Rave

Lead

RFE

Fraud

Symantec Employee

Response

profiles interactions history transactions preferences CRM

Query

Case

Review

Next Up: Salesforce Service Cloud Integration Social CRM Workflow: Support

•  Radian6 pulls in social posts of all types, including Cases

•  SCRM team classifies posts using Radian6 Engagement Console

•  Social Hub creates salesforce.com Objects for Support cases

•  Support agents respond in salesforce.com Service Cloud

Where To Go For More Info

The Chatter Group for this session!

Tweet at any of us: Tristan: @KnowledgeBishop

Lauren: @lningram

Rob: @rorose63

Dates/Times

Grow Customer Satisfaction and Build Great Customer Connections

Source: Salesforce.com Customer Relationship Survey conducted March, 2012, by an independent third-party, MarketTools Inc., on 5,500+ customers randomly selected. Response sizes per question vary.

Average Percentage Improvements Reported by Customers

+34% Customer

Satisfaction

Customers Won’t Always Tell A Company When They Aren’t Happy With The Service They Receive....

…. But They’ll Tell Each Other.

The Social Divide

What about your company?

Your customers and employees are social.

I Don’t Want That to Be Me.

•  What Do I Do?

Monitor

Engage

Automate

Today’s Systems are Holding You Back

Cloud . Mobile . Social

Not Mobile . Not Social . Disconnected

The Social Divide

What about your company?

Your customers and employees are social.

Become a Social Enterprise and Grow Your Business

Cloud . Mobile . Social

Social is Transforming Customer Connections

Yesterday Today

Static Websites Disconnected Systems

Email, Meetings, Phone Desktop

Closed Companies

Engaging Applications Connected Experiences

Social Feeds Touch-based Transparent Organizations