Ever wonder how Salesforce uses the Marketing Cloud? Be sure to attend this session to learn how we use the Marketing Cloud to create 1:1 customer journeys. We'll talk about Salesforce1 Mobile app adoption and on-boarding, best practices for event registration, creating on-site mobile experiences, driving leads with social advertising, identifying and engaging advocates on social channels, and more. And we will take a real-time look at how we used the Marketing Cloud during Connections.

1. How Salesforce Uses the Marketing Cloud
Gordon Evans, VP Product Marketing, @gordonevans
Kelly McCaughey, Director, Accelerate, @kmccaughey
Asma Stephan, Manager, Social Media Marketing, @asmageorge
Dawn DeVirgilio, Senior Manager, Digital Communications @dawndevirgilio

2. In this session we’ll cover:
Using Journey Builder to
drive Salesforce1 Mobile
Adoption
Using Social Studio for
Listening, Publishing,
Engagement & Customer
Care
Using the Marketing
Cloud to drive
registrations and
engagement for
Connections
1 2 3

3. Salesforce Adoption Manager
The fastest way to turn your employees into Salesforce power users
Driving Salesforce1 Mobile App
adoption through a personalized
cross-channel customer journey
to increase retention rates &
loyalty

4. Three Unique Journeys | Download, Week 1 & Bring Back

5. Journey #1 | Download Salesforce1 Mobile App

6. Journey #2 | Week 1 with the Salesforce1 Mobile App
Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files

7. Journey #3 | Bring Users Back
2 days

8. Acquire
Onboard
BringBack
16%
Monthly
Ac+ve
Users
Salesforce Adoption Manager
The fastest way to turn your employees into Salesforce power users

9. Enable Salesforce Adoption Manager Today!

10. In this session we’ll cover:
Using Journey Builder to
drive Salesforce1 Mobile
Adoption
Using Social Studio for
Listening, Publishing,
Engagement & Customer
Care
Using the Marketing
Cloud to drive
registrations and
engagement for
Connections
1 2 3

11. Salesforce Social Publishing By the Numbers
Corporate team:
• 5 Primary Corporate channels
• Publish ~300 posts a month
Company wide:
• 90+ Branded social channels
• Publish ~3,000 posts a month
• All in Social Studio

12. Social & Content ❤ A Perfect Match
We share resources that our audience finds helpful to build trust and brand
affinity.

13. 90K
avg mentions
a month
Listening & engage

14. Who’s talking about Salesforce?
WHO
WHAT
RESPONSE
Customers
Ques+ons
or
feedback
about
the
product,
support
issues.
Answer
ques+ons
or
route
to
appropriate
teams.
Influencers
&
Fans
General
feedback.
Posi+ve
engagement.
Employees
News
Sharing,
“inside
Salesforce”
No
engagement
needed.
Media
Outlets
Ar+cles
&
news.
Monitor.
No
engagement
needed.
Other
Nega+ve
comments.
Escalate,
offer
help
whenever
possible.

15. Support and Collaboration
• Dedicated Support handle that sits
on the support team
• 24/5 coverage
• Robust channel that offers tips and
helpful resources

16. In this session we’ll cover:
Using Journey Builder to
drive Salesforce1 Mobile
Adoption
Using Social Studio for
Listening, Publishing,
Engagement & Customer
Care
Using the Marketing
Cloud to drive
registrations and
engagement for
Connections
1 2 3

20. Abandoned
Cart
Leverage
the
best
prac+ces
for
B2C
and
implement
for
a
B2B
Audience
46%
Open
Rate
15%
Click
Rate
31%
Engagement
Rate

21. 3000
Mobile
Push
Opt
Ins
4
½
out
of
5
Star
Review
4000
Downloads
of
Mobile
App
90%
iOS
10%
Android

22. Standard Push Beacon Push Geofence Push

23. Audience:
CNX
2014
Aendees
Standard
SMS:
Link
to
Mobile
App
MMS:
Video
MMS
Image

24. Email + Social Ads: Connections Promotions
Goal: Register for CNX
CTR: 1.03%
CPC: $1.28
Goal: Register for CNX
CTR: 1.18%
CPC: $2.05

25. Email + Social Ads: Connections Registrations
Goal: Add CNX to Calendar
CTR: 3.59%
CPC: $0.49
Goal: Download the Mobile App
Gained +800 Opt-ins 2 weeks

26. Customized 1:1 Journeys
Intelligent Email Messaging
Mobile Messaging
Group Messaging
Social Advertising on Facebook and
Twitter
Social Media Management
Contact Management
Opportunity Management
Reports and Dashboards
Salesforce1 Mobile
Chatter

27. Tracking Registration with Sales Cloud

29. In this session we’ll cover:
Using Journey Builder to
drive Salesforce1 Mobile
Adoption
Using Social Studio for
Listening, Publishing,
Engagement & Customer
Care
Using the Marketing
Cloud to drive
registrations and
engagement for
Connections
1 2 3

30. Take the after-session survey!
Take
the
Survey
in
the
Connec+ons
2015
Mobile
App
Join
the
Conversa+on!
#CNX15
$50
Starbucks
Gic
Card

31. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA

32. Questions?