The New Social Marketing:How Leading Brands Achieve ROI

Adam BrownExecutive Strategist

Sean ManningSocial Expert

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Adam Brown Executive Strategist

@adamcb

Sean ManningSocial Expert

@seanspacifica

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2013 • 2014 • 2015 2008 • 2009 • 20102011 • 2012 • 2013

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2015

Most innovative

companies in the world

20KFY16 Employees

4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”

$8.1BFY17 revenue guidence

4th Largest Enterprise Software Company in the World This Year

We’ve Entered the Connected, Digital World

And now the customer is in control

Cloud: Scale, performance, and real-time access

Social: New places to meet our customers

Mobile: Always-on, always-connected experiences

Data Science: Relevant and personalized interactions

IoT: Connected sensors, beacons, devices, and apps

Click Facebook Ad

Newsletter Sign-up

Personalized Content Email

Mobile Opt-inDownload App

Contact Customer Support

Evangelize on Facebook

Support Issue Resolved

First Purchase

Every Customer Is on Their Own Unique Journey

Grouping, segmenting, and stereotyping is no longer enough

Causing the Lines of CRM to Blur

Customer journeys connect sales, service, & marketing

Social Marketing Today

Content and conversion volumes have exploded

Consumer Adoption of Social is Ubiquitous

Age:

All Internet Users 74%

18 to 29 89%

30 to 49 82%

50 to 64 65%

65 49%

Annual Income:

Less than $30,000 89%

$30,000 to $49,999 82%

$50,000 to $74,999 65%

$75,000+ 78%

Social Has Truly Reached Ubiquity Percentage of internet users on social

You’re Not Competing With Other Brands for AttentionYou’re competing with news, sports, friends…

0

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3

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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Dig

ital i

nfor

mat

ion

crea

ted

and

shar

ed (z

etta

byte

s)

note: zettabyte = 1 trillion GB

So What Are Marketers Doing?

Trends and insights from nearly 4,000 marketing leaders worldwide

State of Marketing

2016

What we were looking for:

Overall trends changing the role of marketing

How high performers approach the customer journey and experience

Key insights on primary digital marketing channels

Nearly 4,000 Marketing Leaders Surveyed WorldwideExclusive to marketers holding leadership roles

1706

353

1190

726

Digital is KingDigital takes the lion’s share of marketing dollars

38%30%

25%

62%70%

75%

2011 2016 2021

Digital marketing channels Traditional marketing channels

21% growth in digital marketing spending over a10-year period

Customer Experience Is the Holy GrailCustomer satisfaction is the number one success metric for marketers

Marketing is more about building and sustaining customer relationships than filling the funnel.

24%

33%

35%

Customer Acquisition

Revenue Growth

Customer Satisfaction

Social and MarketingF R O M T H E R E P O R T

01 |

Social Leaps Ahead as an ROI Creator75% of marketing leaders seeing direct ROI on social

28%

58%

75%

24%

Generates significant or some ROI

Will eventually or indirectly generates ROI

Marketing leaders who agree that social…

2015 2016

Data represents respondents who use social as part of their marketing strategy.

Social Marketing Meets Service and Sales84% of high-performing teams align social across marketing, service, and beyond

Data represents respondents who use social as part of their marketing strategy.

Percentage Who Use Each Social Strategy

High performers Moderate performers Underperformers

Integrates social media

activity into other tools and

technology (e.g., CRM)

Aligns social marketing strategy

with other social activities (e.g.,

customer service)

High-performing vs.

Underperforming Teams

2.1xmore likely to

use strategy

1.7xmore likely to

use strategy

82%

84%

39%

50%

67%

73%

Advertising on social platforms accelerates

F R O M T H E R E P O R T

02 |

More Marketers Advertise on Social than Other Digital OutletsAt least 2/3 of marketers agree these digital ad strategies are effective

54%

54%

62%

65%

18%

21%

17%

17%

Native advertising

Video advertising

Display/banner ads

Advertising on social

Marketing leaders who currently use or plan to use…

Currently use Plan to use in the next 12 months

Rate as Very Effective or Effective

71%

66%

72%

66%

Data represents respondents who use digital advertising as part of their marketing strategy.

The Top 5 Social Strategies of High Performing Companies

All businesses have the opportunity to think about social beyond Marketing. Think about the channels and the functions in your company:

- Service

- Sales

- Support

- HR and Recruitment

Bring together a cross functional team.

1) Connect Social To The Business Strategy

Social metrics are still valid:

- Reach, interactions and community still very important to judge content, etc.

Find new ways to measure social as part of business:

- Web traffic from social

- Leads from social

- Customer engagement on social

2) Rethink Social Metrics as Business Metrics

Rethink how Social can inform business decisions.

Brand is important but expand listening to:

- Competition

- Campaigns

- Employer brand

- Product insight

- Customer experience

3) Everything Starts With Listening

Organic reach is increasingly difficult for businesses, paid has become important for all social marketers.

Smart marketers are assigning advertising budget to content marketing teams to:

- boost high performing posts

- reach new audiences with content

It’s not either/or it’s both.

- Work with your advertising teams or agency for consistency.

-

4) Combine Content Marketing With Paid Social

Single most effective contributor to social success is company wide commitment and participation.

Use social insights to create this buy in:

- Share simple social dashboards on brand, products and competitors

- Pull specific posts and tweets from customers.

- Create cross functional editorial board.

Command Centres?

-

5) Create Executive Buy In and Cross Company Alignment

Four Companies Who Are Leading the Way

“With Salesforce, we’re revolutionizing the way we bring our team and our customers together.”

World’s leading manufacturer of both planes and trains

Leverages Social Studio to listen, analyze, engage, and publish across 24 social presences

More than 70 employees collaborate at a global scale to align to best practices and provide visibility

Reduced costs by eliminating the need for multiple social media tools

Bombardier Soars with Social Studio

Ken Knitter, Senior Advisor, Digital Marketing and Social Media

“Actionable Social Media Listening is like a campfire that brings together different parts of an organization.”

The Southwest Social Media Command Center brings together over a dozen disparate groups of the organization to collaborate and share information.

Command Center visualizations act as an “early warning radar” for situations as well as a tool to help direct responses and measure communications efficacy.

Southwest Airlines Empowers with Command Center

In closing.

Three Market Trends Customers For the rest of 2016

Growing Role of Paid Social

Opportunities to Combine Social Content and

Targeting with First Party Data

Marketing Command Centres

Customer experience for all employees

$$$Messaging as a Channel

The New 1:1 Digital CRM Channel

The Social Studio Platform

3RD PARTY APPLICATIONS

Analyze

Ground your strategy with deep consumer & market

insights

Engage

Connect with customers at scale to support and build

community

Publish

Plan, collaborate and share content across

teams

Command Center

Drive digital marketing awareness

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Try Social Studio For Free

1) It’s Not Social Marketing: Social is part of a multi-channel marketing strategy.

2) Think Customer Experience: Successful teams coordinate social across marketing, sales, and service.

3) Paid and Organic Work Together: Modern marketers look to paid social as part of their overall social strategy.

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