Marketing Cloud - Partner Office Hour (June 2, 2015)

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, gjoynt@salesforce.com

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 jsmirky112@gmail.co

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John Smirky

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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