salesforce marketing cloud - how to get started with allfamous digital
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Hello.
Robin Leonard CEO, AllFamous Digital
robin_allfamous
robinleonard1
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
About us
http://www.youtube.com/watch?v=unQCc0RQXvE
About Us
Our clients We help you get value from social.
About Us
We are here to enable you.
AUTHORIZED RESELLER
Why do you need us? • We get you Setup • Training and Support • Weekly Hangouts
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
Being a “Customer Company”
http://www.youtube.com/watch?v=2wTE3k0GqTg
Being a “Customer Company”
• Transparency • Authenticity • Value
“Delivering Happiness”
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
Social Scorecard
Functionality" Extensive!Limited!
Bus
ines
s Im
pact"
High!
Low!
4
2
32 – Organized • Direct consumer engagement, may include Customer Service"• Basic brand monitoring"• Paid/owned/earned presences are born"• Social media policies and training in place"• Full time social media employees "
3 – Engaged • Creating and publishing content key to engagement"• Measuring success against business goals"• Social media management employees"• Competitive and industry monitoring"
4 – Optimized • Paid/owned/earned is optimized"• Social is embedded across enterprise"• Employee certification required"• Senior leadership active in social media"
1 – Informal!• Marketing, PR or Comms with siloed efforts"• No policies or training"• Senior leadership asking “why?”"
1
How do you score?
http://www.radian6.com/socialscorecard/
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
Internal Stakeholder Needs.
Marketing
Customer Service
Technology
Scaleable Turnkey
Insights
Visibility
Affinity
Revenue Community
Intelligence Relationship 360° View
Satisfaction Productivity
Secure
Human Resources
Boundaries Values
Policy
Top 6 Marketing Needs
1. Heightened Brand Insights
BRAND X
People love to complain, but they rarely give feedback.
Top 6 Marketing Needs
2. Drive Brand Awareness
You have to be seen to be heard.
Top 6 Marketing Needs
3. Drive Brand Affinity
Advocacy is everything.
Top 6 Marketing Needs
4. Increase Revenue
Does it add up at the end of the day?
Top 6 Marketing Needs
5. Build Community
Fans are tangible assets
Top 6 Marketing Needs
6. Gain Competitive Intelligence
Know your enemy.
Top 6 Marketing Needs
1. Insights 2. Awareness 3. Affinity 4. Revenue 5. Community 6. Intelligence
Top 4 Service Needs
1. Deepen Customer Relationship
Make it personal.
Top 4 Service Needs
2. Create 360° View of Customer
Channels are fragmented.
Top 4 Service Needs
3. Improve Customer Satisfaction
Happy Customers = $$$
Top 4 Service Needs
4. Improve Staff Productivity
It’s 41% cheaper.
Top 4 Service Needs
1. Relationship 2. 360° view 3. Satisfaction 4. Productivity
Do you know what you need?
Marketing
Customer Service
Technology
Scaleable Turnkey
Insights
Visibility
Affinity
Revenue Community
Intelligence Relationship 360° View
Satisfaction Productivity
Secure
Human Resources
Boundaries Values
Policy
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
How can I apply social to my business?
Use Case 1: Social Customer Service
Comcast Social Story
Use Case 2: Reputation Management
What is the relationship between sentiment and revenue? How do I affect sentiment? What role do influencers play in this equation?
Use Case 3: Reputation Management
Reputation Management – Case Study
Nestle took 2 extra weeks to recover
Use Case 4: Lead Generation
resolve sell educate amplify
?
Angry Buying Curious Happy Customer “My havaianas broke!” “Where can I find the
blue/gold 11” havs in Fort?”
“What flip flops should I buy?”
“OMG I love my havs!”
Havaianas “Oh no, I’m sorry <name>! Follow this link to receive a voucher for 20% off valid for 48 hours only. ^RL
“Hi <name>, I’ve called the High St store they have a pair, they are expecting you now ^RL”
“Hi <name>, I may be biased, but have you ever tried Havaianas before? ^RL”
“Hi <name>, we LOVE hearing that from our cusomers, Follow this link to receive a voucher for 10% off your next pair. ^RL”
Use Case 5: Social Focus Group
“Coffee in a can”
“Iced Coffee”
Use Case 6: Competitive Intelligence
Get real-time insights on your competitors
- Sun Tzu
“Know your enemy and know yourself and you can fight a
hundred battles without disaster”
What would Sun Tzu do if he had Radian6?
Use Case 7: Brand Marketing
Be the first.
Use Case 8: Build and Leverage a Community
BRAND
1M
200M
1B+ The average Facebook user has 200 friends
If you have a thousand fans, you can reach 200,000 people
If you have a million fans, you can reach 200,000,000 people
Get more reach than ever before!
Use Case 9: Enable Feedback and Innovation
Mention analysis used to predict hotel occupancy with 2%
accuracy 3 months in advance!
Use Case 10: Drive Social Advocacy
Get influencers to do the talking.
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
What is the ROI of your mother?
http://www.youtube.com/watch?v=xZY5b85KoOU
Calculating ROI from Social
Agenda
1. About us 2. Being a customer company 3. Social Scorecard 4. Setting Objectives 5. 10 Use Cases for Social 6. Justify with ROI 7. Professional Services
How we work with clients
Strategy Consulting
1. Assessment 2. Workshop 3. Roadmap
Customer Company
Professional Services • Search Engine Optimization • Social Customer Service • Crisis Management • Lead Generation • Content Marketing • Organizational Consulting • Insights and Intelligence Reports
Staff Augmentation Managed Service
OR
Get in touch
www.allfamous.com
Robin Leonard CEO, AllFamous Digital
robin_allfamous
robinleonard1
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