innovation tour milan - marketing cloud break out
DESCRIPTION
I Social Media stanno apportando il più profondo e radicale cambiamento nel Marketing degli ultimi 60 anni. Salesforce Marketing Cloud lavora con i più importanti brand del mondo permettendogli di trasformare analisi di dati in azioni di marketing e tramutare semplici connessioni (follower e like) in clienti per la vita.TRANSCRIPT
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Marc Benioff Chairman & CEO
Transform the way you market with the Marketing Cloud
Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud
Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud
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Total Unique Visitors
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Turn Insight Into Action With The Marketing Cloud
Cloud . Mobile . Social
Cloud . Mobile . Social
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Turn insights into action, and connections into Customers for Life.
The Only Unified Social Marketing Suite
Salesforce Platform
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Social Listening: Listen at Social Scale
• Real-time reporting from over 400 million Social sources
• Go beyond the What to the Why
• Uncover marketing, sales & service opportunities
improved brand monitoring
+94% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
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Social Content: Create Compelling Social Presences
• Build social canvasses that create action
• Grow connections with social applets
• Optimized for for teams with workflow
campaign effectiveness
+37%
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Engagement: Connect With Customers
• Create & manage your social content calendar
• Engage with customers and build community
• Scale with team work!ow & automation
increased social engagement
77% Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
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Social Ads: Amplify Your Content
• Amplify your brand and community stories
• Reach customers by profile and activity
• Optimize campaigns in real-time
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Measurement: Track Campaign Effectiveness
• Measure everything from campaigns to conversions
• Insights across all social and campaign Metrics
• Optimize activity and maximize effectiveness
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Work!ow & Automation: Align Marketing, Sales, & Service
Build Social Customer Pro!les
Share Social Posts & Insight Across Your Company
Work At Social Scale & Speed
+44% Increased Social Sales
Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
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Use case 1: Gucci & User Generate Content
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Gucci e User Generated Content
• La sfida: creare una promozione, a livello globale, basata su User Generated Content
• La soluzione: Gucci Cut&Craft
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Cut & Craft: 3 fasi
Source – Buddy Media Data 1 Sept – 8 Nov *= Arabic, Italian, Spanish, French & English aggregated
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Cut & Craft Mobile
La presenza di contenuti ottimizzati per mobile ha contribuito ad aggiungere visibilita’ alla promozione
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Cut & Craft: qualche numero
Source – Buddy Media Data 1 Sept – 8 Nov *= Arabic, Italian, Spanish, French & English aggregated
Centinaia di capolavori inviati
Centinaia di migliaia di voti ricevuti durante le 6 settimane
della promozione
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Cut & Craft: impatto sulla community
Source – Buddy Media Data 11 Aug – 8 Nov
I contenuti di Cut&Craft hanno generato alcuni dei post piu’ di successo per Gucci nel 2012
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Cut & Craft – Cosa abbiamo imparato o User Generated Content: si puo’ fare!
o I fans volgiono partecipare
o Per chi ama il brand il premio piu’ ambito puo’ essere semplicemente “esserci”…!
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Use case 2: Forbes: Social incontra
Media&Publishing
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Social: da tattico a strategico. Forbes.com
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Forbes
• La sfida: reinventarsi completamente con Social
• La soluzione: mettere (quasi) tutto nelle mani degli utilizzatori – Social By Design
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Ridisegnare l’esperienza intorno agli utilizzatori
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Oltre il disegno: integrare l’interazione con i contenuti editoriali
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Oltre il disegno: una semplice domanda
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Oltre il disegno: I risultati sono immediatamente visibili
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Oltre il disegno: Un invito a condividere la mia opinione su FB
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Oltre il disegno: la privacy e’ sotto controllo
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Oltre il disegno: Gli amici vedono la risposta
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Oltre il disegno: La scintilla che fa partire il circolo virtuoso di Social
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Interazione diventa contenuto Il contenuto diventa una conversazione
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“I really like how the editors behind the scenes can pop into the content and add layers of interaction.” - Jessica Hagy, Forbes contributor #
Successo su tutti i fronti
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• Forbes fa leva sulla sua comunita’ di lettori per creare un network distributivo
• Gli sponsor pagano per integrare I propri contenuti nei nuovi canali creati da Forbes con la propria comunita’
Nuovi formati per collaborazione “advertorial”
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- Piu’ Users - Piu’ Utilizzo e Pagine Viste - Piu’ Contenuti - Piu’ Formati
Social e’ al centro della crescita di Forbes
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• Il focus deve essere sui key business drivers e obiettivi
• Ridisegnare con Social e l’utilizzatore finale al centro e’ fondamentale
• Social diventa strategico per la crescita del business
Forbes: cosa abbiamo imparato
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Use case 3: Starwood: Social at Scale
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Starwood Hotels
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Starwood
• La sfida: Social at Scale
• La soluzione: la tecnologia come veicolo di collaborazione efficiente
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9 Brands, 1,300 Hotel, 1,500 utilizzatori
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Supporto cetralizzato e organizzato
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“Seeding” di contenuti
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La community e’ locale
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La user experience e l’immagine e’ globale
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I dati sono unificati centralmente
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• Social pone nuove sfide per il marketing globale in real time
• La tecnologia ci permette di ottimizzare i processi
• Social at scale? Si puo’ fare!
Starwood: cosa abbiamo imparato
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Grazie
Facebook.com/MarketingCloud linkedin.com/in/lucabenini @lucaben1n1 @MarketingCloud
Luca Benini, Managing Director Buddy Media, Europe Salesforce Marketing Cloud