052316 - texas gov't innovation day - joel book
TRANSCRIPT
Marketing in the Era of the Connected Citizen!How Cities, States, & Government Agencies Use the Salesforce Marketing Cloud to Serve Citizens Faster and BetterJoel BookSr. Director, Digital Marketing InsightSalesforce
Forward Looking Statements
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Today’s Citizen is:
More Informed.
More Empowered.
More Demanding.
Citizens are
Customers
Citizens Expect Prompt Useful Information and Help at Every Point of Engagement and Interaction
ConnectedCitizens
ConnectedCities
Web DMV CommunityEmailSocialMobileProduct
ConnectedExperiences Stadium
Citizens Expect a Consistent Experience at Every Stage of the CX Life Cycle
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys
• Cloud technology products that integrate Marketing, CRM & Customer Service.
• Capabilities: • Speed• Scalability• Multi-Channel Agility (Online, Email,
Social)• Marketing & Service Journey
Automation• Data-Driven Personalization• System Security and Data Privacy
• Objective: Digital Acceleration
City, State and Federal
Agencies are Investing in
Digital Solutions to Serve Citizens
Shared services across applications
The Salesforce Government Success Platform
2,700+ Partner Apps
Open Ecosystem
WorkflowData & Objects Identity
Fast App Dev & Customization
AnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
Trusted Multitenant Cloud
AnalyticsCommunityMarketingServiceSales Apps
Marketing Cloud: #1 Marketing Application
Unify DataBuild a single view of your customers, integrate data from any source, and make it actionable
Personalize JourneysTrigger timely, unique, and meaningful messages, based on real-time customer behavior
Engage Cross-ChannelDeliver relevant content on email, mobile, social, ads, and the web
Analyze EverythingMeasure the impact of your business and optimize every interaction
Create 1-to-1 customer journeys
3 Things Organizations
Must Do to Serve the Connected
Citizen
1
Communicate with Citizens across
Multiple Channels
12
Denver International Airport & Salesforce Marketing Cloud
Denver Connect @ DIA
SMS to Case
Live Agent
Social Hub
(coming soon)
FlyDenver.com
Denver Connect – Visitor Engagement Workflow
Denver Connect SMS to CaseSolution Overview
720-370-9002 Terminal720-370-9019 Concourse A720-370-9021 Concourse B720-370-9031 Concourse C
• The SMS Messages widget displays all new incoming text messages
• Agents click the Acceptbutton to take ownership of the resulting Case
• Once a Case is accepted by an agent, the SMS message disappears from the inbound SMS queue
• Quick Responses are available for agents to quickly respond to frequently-asked questions
DIA Agents respond to messages pushed to them
Denver Connect - Visitor Engagement Volume
Since October 2015:
Calls into Salesforce
Live Agent conversations
SMS responses
This billboard ad at Los Angeles (LAX) airport invites travelers to text “DEALS” to “VEGAS” (83427) for Exclusive Deals
Vegas.com Uses Display Advertising to Promote its Mobile Website, Drive Opt-in via SMS
Traveler Opts in to Offer Receives Confirmation Directed to m.vegas.com
VEGAS.com has Doubled Bookings of Hotels, Shows & Tours from its Airport Marketing Campaign!
Vegas.com offers three (3) email newsletters
Email is the Cornerstone Channel
The Inside Scoop provides weekly deals on hotels, shows, tours and clubs.
Welcome Email Weekly Email
2
Use First-Party Data for Proactive
Personalization
Data is the“Digital Fuel”
for Delivering a Relevant 1:1
Customer Experience
Customer Insight is comprised of
Explicit (Reported) Data + Implicit (Observed) Data
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Point of Sale
Demographic Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Insight
Psychographic
Behavioral
Buyer Persona
Brand Affinity Persona
Social Media Persona
Media/Messaging Opt-in
Purchase Transactions
Service Claims / Cases
Event Attendance
Campaign Response
NPV; CLTV
Personalized Content Drives Higher Engagement
Mobile
Online
Personalization can deliver 5-8 times the ROI on marketing spend, and can increase sales by 10% or more.Source: McKinsey & Company (2015)
Ohio Jobs and Family Services reaches citizens with Mobile Connect
Sends more than 1,000,000 text notifications to citizens each year
Helps Ohio citizens process unemployment claims more efficiently. In first 7 weeks after implementation, more than 35,000 people filed claims and 45% opted-in to receive text notifications.
Call center volume and postal mail notifications dropped significantly, saving costs.
The Indiana BMV is helping Hoosiers
stay informed, get registered and
licensed, and save taxpayer dollars with
automated digital communications.
Indiana BMV wanted to streamline communications and save Indiana taxpayers money
Uses Salesforce Marketing Cloud to deliver personalized communications like vehicle registration and driver’s license renewal reminders via email and Mobile Push notifications
Saved more than $133,000 in 9-month period by converting customers to digital communications and eliminating paper waste.
The Indiana BMV Cuts Costs through Personalized Email
“Indianapolis is a “Walking City” and we wanted to promote that by inviting visitors to enter a drawing for a Fitbit.”
Jeff Robinson
VisitIndy
VisitIndy Uses Email to Attract New and Repeat Visitors
of consumers trust online reviews.Source: BrightLocal: Local Consumer Review Survey (2015)
“Indianapolis is a really good city. First: You can walk everywhere; great central downtown location, with all the hotels and the sports venues (football, pro basketball) and the nightlife. The other night, 1:20 am, felt as busy as the hoppingest places in New York on a Friday night.”
– Peter King, Sports Illustrated, February 29, 2016
VisitIndy Uses Email to Inform Meeting Planners and Attract
Conventions
3
Use Automation to Improve the
Customer Experience
Customer Experience will soon overtake Price and
Promotion as the Key Brand Differentiator.
The Experience Economy
Consumers Expect a Consistent Experience at Every Stage of the CX Life Cycle
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys
New Customer Onboarding
Customer Service & Support
Product Purchase
Product Research & Evaluation
Remarketing & Cross-Selling
Customer Journeys Span All Stages of the
Customer Life Cycle
Repurchase & Renewal
Optimizing Customer Journeys Improves Business Performance
Increase in CustomerSatisfaction
Increase in Revenue Growth
Reduction in Cost to Serve
The Three Cs of Customer Satisfaction:
Consistency, Consistency, Consistency, 2014
FEMA selects MC to Deliver Personalized Emails to ConstituentsReplacing GovDelivery. Plans to use Automation Studio, Journey Builder and Discover
Selected Marketing Cloud for ease of use, ability to conduct A/B testing, and access to automation and personalization without the need for IT resources.
Plans to use Marketing Cloud to personalize communications around disaster preparedness and management, and delivering timely information to citizens.
Use to introduce a
demo, video, Q&A, etc.
States and Cities are Using Digital for:
Listening to Citizens.
Useful Communication.
Serving Citizens.
In the era of the connected citizen, there are two guiding truths for today’s marketing leaders . . .
CX is the Holy Grail
Digitalis King
Marketing Cloud: #1 Marketing Application
Unify DataBuild a single view of your customers, integrate data from any source, and make it actionable
Personalize JourneysTrigger timely, unique, and meaningful messages, based on real-time customer behavior
Engage Cross-ChannelDeliver relevant content on email, mobile, social, ads, and the web
Analyze EverythingMeasure the impact of your business and optimize every interaction
Create 1-to-1 customer journeys
Shared services across applications
The Salesforce Government Success Platform
2,700+ Partner Apps
Open Ecosystem
WorkflowData & Objects Identity
Fast App Dev & Customization
AnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
Trusted Multitenant Cloud
AnalyticsCommunityMarketingServiceSales Apps
Joel BookSr. Director, Digital Marketing InsightSalesforce Marketing Cloud
@JoelBook
www.linkedin.com/in/joelbook/