marketing cloud: how to create a customer connection engine room

Create a Customer Connection Engine Room

Derek Laney Director Product Marketing @derektweets

To Become a Customer Company:

Listen & Engage Everywhere

Paid

Digital & Social Ads Brand & Community Stories

TV Ads

Today’s Media Mix is Changing

Owned

Content Videos, Ebooks, Infographics

Direct Mail Yeste

rday

Toda

y

Earned

Conversations User Generated

Free Ink

#1 Social Marketing Platform

#1 in Social Publishing #1 in Social Listening

Customers:

#1 in Social Advertising

Retweets: 26,000 +

Likes: 20,000+

Total Potential Reach:

31,215,426

Lead time: <10 Minutes

customer companies use

technology to connect with

customers in entirely new ways

Command Centre – the Connection Engine Room

Resource: 10 Examples

Today’s Learning Objectives, to Answer:

Why a command centre

What is a command centre

How do we implement

The Maturity Model Guides the Way

Individual

Team

Process

Organisation

Resource: Social Media

Maturity Model

A Command Centre is People, Process, Technology

http://bit.ly/NABSMCC

The Maturity Model Guides the Way

Resource: Social Media

Maturity Model

Listen

Respond

Participate

Engage and Create

Am I ready for this?

Resource: Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12

Prepare to Engage at Scale

Compile Your Playbook

Resource: Build a Playbook

• Business Objectives

• Roles & Responsibilities

• The Plays

• The Workflow

• Escalation

• Reporting

Sam Zivot Digital Strategist @doctorz

Strategy

Listening

Our Playbook - Content

Move, Nourish, Believe

Our Playbook - Engagement

Seek Opinions Activate Advocates Involve in Design

Measuring Success

Social Goals Sales Goals

Thank You

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