Turn Up the Volume on Customer Experience with Social Data

@texaustralianLeigh Price, Sr. Product Marketing Manager

Turn Up the Volume on Customer Experience with Social Data

@texaustralianLeigh Price, Sr. Product Marketing Manager

Forward-Looking StatementStatement under the Private Securities Litigation Reform Act of 1995:

This presentation contains forward-looking statements about the company’s financial and operating results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, diluted earnings per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates, the one-time accounting non-cash charge that was incurred in connection with the Salesforce.org combination; stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth and sustainability goals. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company’s results could differ materially from the results expressed or implied by the forward-looking statements we make.

The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical events; the impact of foreign currency exchange rate and interest rate fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud computing applications and platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which we participate; our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security breaches; the expenses associated with new data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results and cash flows; new services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our ability to realize the benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within the company's strategic investment portfolio; our ability to execute our business plans; our ability to successfully integrate acquired businesses and technologies, including delays related to the integration of Tableau due to regulatory review by the United Kingdom Competition and Markets Authority; our ability to continue to grow unearned revenue and remaining performance obligation; our ability to protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our dependency on the development and maintenance of the infrastructure of the Internet; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors related to our outstanding debt, revolving credit facility, term loan and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation involving us; and the impact of climate change.

Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it makes with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of the company’s website at www.salesforce.com/investor.

Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

Have you experienced burnout working with social?

Customer experience and social data

Best practices to consider

Great examples from brands

Agenda

Awesome Social Customer Experiences

Trailblazers use Social Data to Personalize a Cross-Channel Customer ExperienceExtraordinary Social Experiences are Raising the Bar

75%

of customers expect new technologies to

be used to create better experiences* Top 3

Sources: * Salesforce State of the Connected Customer (2019), † Salesforce State of Marketing (2020)

channel for marketing ROI, after website &

influencers†

Marketers become the cross functional glue

of customer experience, by using social data to enrich customer experience

You’re More Than Your Social HistoryWho is Your Customer… Really?

You’re More Than Your Social HistoryWho is Your Customer… Really?

Contact DetailsInfluencer

Interaction History

Purchase History

Apology JourneyGiven Jordan’s status, she’s sent a coupon offer where she’s most likely to see it - social advertising, app notification, SMS, email...

Marketing SuppressionA proactive service case is created. All marketing activity is automatically suppressed, until Jordan’s negative sentiment-driven issue is resolved

Best Practice Social Customer Service

Automated Case CreationThrough social listening, the brand name, sentiment, topic and language are detected. Jordan is an unhappy VIP customer who needs help

Jordan @astronomical • 4m

So unhappy with Brand X - my order arrived with pieces missing. #totalfail

Customer ComplaintJordan tweets that there’s something wrong with the order she just received - but doesn’t tag the brand

Assigning and RoutingJordan’s case is automatically routed to a senior agent in her region, who has the right technical knowledge, and resolves the issue

Jordan tweets

Social listening

Case creation

Case assigned

Issue resolved

Welcome JourneyAlyce is sent info on her new premium benefits on the channel where she’s most likely to see them - social advertising, app notification, SMS, email...

Purchase

High value social signals around premium products are used to automatically add Alyce to a direct response campaign. She taps the ad and purchases

Best Practice Social Sales

Alyce @astronomical • 4m

So unhappy with Brand Z - they’ve messed up my account again! Definitely switching ASAP #totalfail

Unknown to KnownAlyce taps on the ad to enter a contest, uses social-sign on to enter, then browses site and sends a question about product features via an email webform

Alyce @astronomical • 4m

Hey NewCorp - Interested in buying your premium product soon. Do you offer the same features as Brand X?

Awareness

Alyce tweets that she’s unhappy with a competitor. Your brand automatically adds him to an advertising audience to raise branding awareness

Personalized 1:1 QueryAlyce has additional questions via Facebook. Social signals are used to label her as a premium consumer and her previous email interaction is used to personalize

Alyce tweets

Ad response

Sales query

Purchase

Product activated

Marketing, service, sales and more working together to create amazing, consistent social experiences

Use the power of AI to identify and take action on social signals

Hone in on the most impactful social data across sales, marketing and service

Integrating social data with all other contact channels a customer may choose to use

Social Signals Drive Personalized ExperiencesKnow Your Customer with Social Data

@AstronomicalTweets

FOLLOWAstro Nomical

60

Author Sentiment Topic

Product Enquiry Sales Enquiry Influencer

I’m loving the new Brand Xproduct announcement! I want to learn more. Who should I contact?

How to Implement Best Practice

Automation and AI

Empower Sales Teams Listening and

Reporting Framework

Social Customer Service

Publishing and Engagement

5 Areas to “Bear” in Mind for Social Best Practice

1 2

34 5

Start

Social framework and playbook

Grow

Social listening and cross-department

collaboration

Extend

Additional social channels and attribution

Publishing and EngagementSetting a Solid Foundation

1

Start

Connect social accounts to customer records

Grow

Develop an omnichannel service approach

Extend

Next best offers and proactive service

Social Customer ServiceBreak Down the Marketing/Service Social Silo

2

Start

Set up dashboards and be crisis-ready

Grow

Build a reporting framework that

eliminates ‘report fatigue’

Extend

Use advanced listening functions for additional

insights

Social ListeningData for Marketers - and Every Other Team, Too

3

Start

Set up social listening dashboards for your sales

accounts

Grow

Implement social in CRM and refine insights by

business events

Extend

Social lead generation

Empower Sales TeamsSocial Data Provides Insight for Every Role

4

Start

Sort, route, prioritize, reduce noise for

marketers

Grow

Social automation for service and sales

Extend

Workshop and get creative!

Automation & AIFlex and Scale With Ease

5

Okay, Cool, I Can Do All ThatActually I Can’t, I’m Just One Person, Aaaaargh Where Do I Focus Aieeee

Five Ways to Quickly Make an Impact - Tomorrow

1. The dreaded “please call us” bucket2. Extend social listening beyond your own

brand, use insights to start a conversation3. Establish a social crisis framework that

incorporates marketing, service and sales 4. Start a conversation between marketing

and service to connect social accounts to customer records

5. Talk to sales leaders to understand the social leads that would help them and make it happen

Here’s What Some of our Customers are Doing

Outreach and engagement platform:Suite of communication management tools to not only disseminate information out to the public, but also listen, respond, and act on the insights and comments the city receives in return:

• Monitor hot topics and engage in new conversations

• Evaluate responses and expand real-time understanding of public sentiment

• Report and act on learnings and insights, involving the public in the decision making process

Salt Lake City is a trailblazer in how they listen and respond to residents.

“During this time especially, we are striving to answer questions, involve the public in the decision making process, and give everyone the opportunity to let us know about issues they're facing.”Elizabeth Buehler, Civic Engagement Manager for Salt Lake City

SERVICEMARKETING

Time-to-Value

Social listening and outreach platform went live in just 1 week

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UnionBank makes customer care its #1 priority

UnionBank offers private and corporate customers exceptional omni-channel care and personalised interactions in this time of crisis

● Customer 360 view of all interactions on one new ‘super-console’ for service agents across CRM and Command Centre

● Social Studio surfaces customer concerns real-time and drives fast response, heading off anxiety

● Increased workload of crisis communications managed through Marketing Cloud by remote workforce

● New in-app availability for account registrations, making sign up easy, safe and seamless powered by Sales Cloud

Delivers business continuity, focuses on customer care, and manages a remote workforce

MARKETING SERVICE SALES SUCCESS CLOUD

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5 weeksimplementation

Australia Post Syncs Social Media with Customer Service

Service console provides a single view of the customer across social and all other service channels

Workflow rules automatically create social cases, labels based on influence, sentiment and topic of conversation; then routes to the right agent

Risk immediately mitigated through alerts, governance, audit trails and permissions

+8%productivity gain vs. previous vendor

SOCIALSTUDIO

SERVICE

Q&A

Turn Up the Volume on Customer Experience with Social Data

@texaustralianLeigh Price, Sr. Product Marketing Manager