Hilarie Koplow-McAdams, President Commercial SMB Unit for Salesforce, and Michael Lazerow, CMO of Marketing Cloud for Salesforce, made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.

1. Transform The Way You
Market at Social Scale
Hilarie Koplow-McAdams
President, Commercial/SMBUnit
Michael Lazerow
CMO, Marketing Cloud
/salesforce
@salesforce Chief Marketing & Sales Officer Forum, 2012

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looking statements.

3. Agenda
1. Our vision
2. Social changes marketing forever
3. Framework for social transformation
4. 2 stories

4. Our Vision

5. Our Mission:
Cloud Computing Driver, Catalyst and
Evangelist
Mainframe
Enterprise
Cloud Computing
Client/Server
Today1960s 1980s

6. #1 in Enterprise Cloud Computing
Cloud
Computing
Cloud
CRM
Innovation
2011,
2012

7. 1960s
Mainframe
Computing
1970s
Mini
Computing
1980s
Client
Server
Computing
1990s
Cloud
Computing
2000s
Mobile
Computing
2010s
Social
Revolution
x 10x 100x 1,000x 10,000x
100,000x
The Social Revolution

8. Social Revolution: Business is Social
Enterprise Adoption of Social Networking
70%
Companies Adopted Social
2008 2009 2010 2011
201
2
$1.3 Trillion in value can be unlocked
through social technologies.
“
”
Source: 2012 McKinsey Global Institute Study: “The Social Economy”

9. Social Networking
Sales Forces
Call Centers
Websites
Traditional Approaches
Partners
Customer Connections
CEOs believe social will
become one of the top
two ways to engage
customers, mainly at the
expense of traditional
approaches.
- IBM CEO Study 2012
”
“
256%
Growth
over 3
years
Source: 2012 IBM Global Chief Executive Office Study
Social Revolution: For CEOs, Social at the Top

10. Connect with Your Customers in a Whole New
Way
Connected
Partners
Connected
Employees
Connected
Products
Connected
Customers

11. Business is Social
Your Customer
Cloud . Mobile . Social

12. Social Changes
Marketing Forever

13. Social Media Has Changed Marketing Forever
The Largest Shift in 60 Years
Engaging Transparent
Targeted
Unsolicited One to many
Untargeted

14. People Are No Longer Faceless Data
Email
Addresses
Residential
Addresses
Cell Phone
Numbers
Cookies That Expire
in 30 Days

15. People Are PEOPLE
And Are More Connected Than Ever
Enormous Opportunity:
Listen to Your Customers
Build & engage connections
Turn insight into action

16. 2012
2009 2010 2011
conversations
per day
150M
Sources: Twitter
Social Revolution: Customer Conversations
Exploding

17. Sources: Twitter
Your Connections Are More Likely to Buy From You
2X
More likely
to buy

18. People Expect Companies to Engage In Social
Refusing to respond on social
creates the same wrath from
customers as not answering the
phone*
15%Increased customer
retention if you engage
Source: Gartner Press Release and Quote Carol Rozwell August 1st 2012
*Estimated equivalent impact by 2014
http://www.gartner.com/it/page.jsp?id=2101515
What is the deal
with…
What do you think
about…?

19. But Social Has Created Chaos For Marketing
Your Company
Marketing
Community
Manager
Creative
eCommerce
Media Digital
PR
Messaging
Social
Media
Uncoordinated
Action
Limited
Insight

20. Resulting in Ineffective Social Marketing Efforts
Ineffective
Social
Marketing
55%
of CMOs find it
hard to link
social to sales
70%
Don’t Have a
Integrated Social
Strategy
35%
of CMOs overwhelmed
creating fresh content
61%
of CMOs uncertain
about social ROI
Unclear
ROI
No Social
Foundation
Lack
Compelling
Content
Not Integrated to
Sales & Service
Sources: Twitter
Chief Marketer 2012 Social Marketing Study
IBM from stretched to strengthened
Oct. 2012 Grayling Pulse Survey

21. Framework for Social
Transformation

22. Three Pillars of Social Marketing Transformation
Social ContentSocial Listening Workflow & Automation

23. Three Pillars of Social Marketing Transformation
Social ContentSocial Listening Workflow & Automation
Customers
for Life
Insights + Action + Integration

24. Three Pillars of Social Marketing Transformation
Social ContentSocial Listening Workflow & Automation
Customers
for Life
Insights + Action + Integration
+94%
Improved brand
monitoring
7x
Increase in
shares
Listen at
Social Scale
Publish at
Social Scale
42%
Decreased customer
service costs
Integrate at
Social Scale
2x
More likely
To buy
Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools
Inc., on 800+ customers randomly selected.
Forester: The Facebook Factor

25. Foundation of Social Strategy: Insights
improved brand
monitoring
+94%
Source: Radian6 Customer Relationship Survey conducted December 2011, by an
independent third-party, MarketTools Inc., on 800+ customers randomly selected.
Get Actionable Insight from Over 400
Million Social Sources
Go Beyond the What to the Why
Uncover marketing, Sales & Service
opportunities

26. Turn Insights into Actions
Increase in shares
on social
7x
Use insights to take actions that produce real
business results
Grow connections with social content and
applications
Engage to grow community
Extend across social & traditional web presences

27. Integration Provides Unified View of Connections
increased social
sales
+44%
Integration of social into sales, service and
marketing drives revenue growth, lower costs and
increases loyalty
Add relevant social mentions to customer records
to empower teams
Leverage customer insights to build better
products

28. “Changing The Way Banking Happens”

29. “I want to be networked and in the loop.”
“I want to do business with you when I want to do business with you.”
Top values: trust, transparency and value.
Insight

30. 24 hour customer service via social channels
Personalization of all experiences
Friend payments via mobile phone
Action
Same-day access to deposits
Instant loan approvals

31. Real-time banking core puts people at the center
Social media conversations and data fully integrated into CRM systems
Unified view of customer empowers all front-line employees
Marketing programs support customer value proposition
Integration

32. #1 bank in Australia
#1 financial destination in Australia
Customers for Life!
Results
Sustained innovation around people drives
shareholder value.

33. “Speak Social”

34. Predictive analytics via social insights provides Burberry window into
customer preferences.
Social service provides response real-time online and within 20
minutes phone and email.
Insight

35. Runway show in London open to public.
Content publishing efforts based on actual conversations and customer
engagement.
Brand as cross-platform media company – Burberry understands audience better
than media companies.
Action

36. “Digital synchronization” drives unified brand voice
Collaboration brings associates closer to each other & the customer.
Social and retail data used to personalize the in-store experience.
Unified view of customer drives coordination across every department.
Integration

37. Active community of 20M connections on more
than 10 social platforms, the web and mobile
Stock price up 425% since Jan. 2009
Customers for Life!
Results
2 years of
23%+ growth

38. Key Takeaway

39. Three Pillars of Social Marketing Transformation
Turn insights into actions and connections
into customers for life.
Customers
for Life
Insights + Action +
Integration

40. THANK
YOU