marketing cloud: how to create a customer connection engine room
DESCRIPTION
"Social media command centres certainly look impressive: sleek, glass-enclosed rooms equipped with large TV screens displaying global heat maps, dials, and live-streaming feeds. But can a social media command center actually help your organisation listen and engage in an increasingly social world? And do we really need touch screen HDTVs to connect with customers?"TRANSCRIPT
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Create a Customer Connection Engine Room
Derek Laney Director Product Marketing @derektweets
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To Become a Customer Company:
Listen & Engage Everywhere
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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
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#1 Social Marketing Platform
#1 in Social Publishing #1 in Social Listening
Customers:
#1 in Social Advertising
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Retweets: 26,000 +
Likes: 20,000+
Total Potential Reach:
31,215,426
Lead time: <10 Minutes
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customer companies use
technology to connect with
customers in entirely new ways
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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
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The Maturity Model Guides the Way
Individual
Team
Process
Organisation
Resource: Social Media
Maturity Model
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A Command Centre is People, Process, Technology
http://bit.ly/NABSMCC
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The Maturity Model Guides the Way
Resource: Social Media
Maturity Model
Listen
Respond
Participate
Engage and Create
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Am I ready for this?
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Resource: Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
Prepare to Engage at Scale
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Compile Your Playbook
Resource: Build a Playbook
• Business Objectives
• Roles & Responsibilities
• The Plays
• The Workflow
• Escalation
• Reporting
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Sam Zivot Digital Strategist @doctorz
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Strategy
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Listening
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Our Playbook - Content
Move, Nourish, Believe
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Our Playbook - Engagement
Seek Opinions Activate Advocates Involve in Design
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Measuring Success
Social Goals Sales Goals
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Thank You
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Presentations available from
salesforce.com/au/cebit
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