innovation tour milan - marketing cloud break out
DESCRIPTION
I Social Media stanno apportando il più profondo e radicale cambiamento nel Marketing degli ultimi 60 anni. Salesforce Marketing Cloud lavora con i più importanti brand del mondo permettendogli di trasformare analisi di dati in azioni di marketing e tramutare semplici connessioni (follower e like) in clienti per la vita.TRANSCRIPT
Marc Benioff Chairman & CEO
Transform the way you market with the Marketing Cloud
Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud
Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud
Total Unique Visitors
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Turn Insight Into Action With The Marketing Cloud
Cloud . Mobile . Social
Cloud . Mobile . Social
Turn insights into action, and connections into Customers for Life.
The Only Unified Social Marketing Suite
Salesforce Platform
Social Listening: Listen at Social Scale
• Real-time reporting from over 400 million Social sources
• Go beyond the What to the Why
• Uncover marketing, sales & service opportunities
improved brand monitoring
+94% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Social Content: Create Compelling Social Presences
• Build social canvasses that create action
• Grow connections with social applets
• Optimized for for teams with workflow
campaign effectiveness
+37%
Engagement: Connect With Customers
• Create & manage your social content calendar
• Engage with customers and build community
• Scale with team work!ow & automation
increased social engagement
77% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Social Ads: Amplify Your Content
• Amplify your brand and community stories
• Reach customers by profile and activity
• Optimize campaigns in real-time
Measurement: Track Campaign Effectiveness
• Measure everything from campaigns to conversions
• Insights across all social and campaign Metrics
• Optimize activity and maximize effectiveness
Work!ow & Automation: Align Marketing, Sales, & Service
Build Social Customer Pro!les
Share Social Posts & Insight Across Your Company
Work At Social Scale & Speed
+44% Increased Social Sales
Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Use case 1: Gucci & User Generate Content
Gucci e User Generated Content
• La sfida: creare una promozione, a livello globale, basata su User Generated Content
• La soluzione: Gucci Cut&Craft
Cut & Craft: 3 fasi
Source – Buddy Media Data 1 Sept – 8 Nov *= Arabic, Italian, Spanish, French & English aggregated
Cut & Craft Mobile
La presenza di contenuti ottimizzati per mobile ha contribuito ad aggiungere visibilita’ alla promozione
Cut & Craft: qualche numero
Source – Buddy Media Data 1 Sept – 8 Nov *= Arabic, Italian, Spanish, French & English aggregated
Centinaia di capolavori inviati
Centinaia di migliaia di voti ricevuti durante le 6 settimane
della promozione
Cut & Craft: impatto sulla community
Source – Buddy Media Data 11 Aug – 8 Nov
I contenuti di Cut&Craft hanno generato alcuni dei post piu’ di successo per Gucci nel 2012
Cut & Craft – Cosa abbiamo imparato o User Generated Content: si puo’ fare!
o I fans volgiono partecipare
o Per chi ama il brand il premio piu’ ambito puo’ essere semplicemente “esserci”…!
Use case 2: Forbes: Social incontra
Media&Publishing
Social: da tattico a strategico. Forbes.com
Forbes
• La sfida: reinventarsi completamente con Social
• La soluzione: mettere (quasi) tutto nelle mani degli utilizzatori – Social By Design
Ridisegnare l’esperienza intorno agli utilizzatori
Oltre il disegno: integrare l’interazione con i contenuti editoriali
Oltre il disegno: una semplice domanda
Oltre il disegno: I risultati sono immediatamente visibili
Oltre il disegno: Un invito a condividere la mia opinione su FB
Oltre il disegno: la privacy e’ sotto controllo
Oltre il disegno: Gli amici vedono la risposta
Oltre il disegno: La scintilla che fa partire il circolo virtuoso di Social
Interazione diventa contenuto Il contenuto diventa una conversazione
“I really like how the editors behind the scenes can pop into the content and add layers of interaction.” - Jessica Hagy, Forbes contributor #
Successo su tutti i fronti
• Forbes fa leva sulla sua comunita’ di lettori per creare un network distributivo
• Gli sponsor pagano per integrare I propri contenuti nei nuovi canali creati da Forbes con la propria comunita’
Nuovi formati per collaborazione “advertorial”
- Piu’ Users - Piu’ Utilizzo e Pagine Viste - Piu’ Contenuti - Piu’ Formati
Social e’ al centro della crescita di Forbes
• Il focus deve essere sui key business drivers e obiettivi
• Ridisegnare con Social e l’utilizzatore finale al centro e’ fondamentale
• Social diventa strategico per la crescita del business
Forbes: cosa abbiamo imparato
Use case 3: Starwood: Social at Scale
Starwood Hotels
Starwood
• La sfida: Social at Scale
• La soluzione: la tecnologia come veicolo di collaborazione efficiente
9 Brands, 1,300 Hotel, 1,500 utilizzatori
Supporto cetralizzato e organizzato
“Seeding” di contenuti
La community e’ locale
La user experience e l’immagine e’ globale
I dati sono unificati centralmente
• Social pone nuove sfide per il marketing globale in real time
• La tecnologia ci permette di ottimizzare i processi
• Social at scale? Si puo’ fare!
Starwood: cosa abbiamo imparato
Grazie
Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud
Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud