052316 - Texas Gov't Innovation Day - Joel Book
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1) Cities, states, and government agencies are using digital tools like the Salesforce Marketing Cloud to better communicate with and serve citizens across multiple channels. 2) Automated digital communications allow for more personalized and proactive experiences based on first-party citizen data. This improves citizen satisfaction and reduces costs. 3) Automation helps optimize the entire citizen experience across common touchpoints like onboarding, support, and renewals. This leads to increased revenue, lower costs, and better satisfaction.
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052316 - Texas Gov't Innovation Day - Joel Book
- 1. Marketing in the Era of the Connected Citizen! How Cities, States, & Government Agencies Use the Salesforce Marketing Cloud to Serve Citizens Faster and Better Joel Book Sr. Director, Digital Marketing Insight Salesforce
- 2. 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 completedand 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.
- 3. Today’s Citizen is: More Informed. More Empowered. More Demanding.
- 5. Citizens Expect Prompt Useful Information and Help at Every Point of Engagement and Interaction Connected Citizens Connected Cities Web DMV CommunityEmailSocialMobileProduct Connected Experiences Stadium
- 6. Citizens Expect a Consistent Experience at Every Stage of the CX Life Cycle EMAIL The Customer Experience Life Cycle Product Purchase Journeys Product Use & Service Journeys
- 7. • 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
- 8. Shared services across applications The Salesforce Government Success Platform 2,700+ Partner Apps Open Ecosystem Workflow Data & Objects Identity Fast App Dev & Customization AnalyticsCollaborationMobile UI Scalable Metadata Platform Complete CRM Trusted Multitenant Cloud AnalyticsCommunityMarketingServiceSales Apps
- 9. Marketing Cloud: #1 Marketing Application Unify Data Build a single view of your customers, integrate data from any source, and make it actionable Personalize Journeys Trigger timely, unique, and meaningful messages, based on real-time customer behavior Engage Cross-Channel Deliver relevant content on email, mobile, social, ads, and the web Analyze Everything Measure the impact of your business and optimize every interaction Create 1-to-1 customer journeys
- 10. 3 Things Organizations Must Do to Serve the Connected Citizen
- 11. 1 Communicate with Citizens across Multiple Channels
- 12. 12 Denver International Airport & Salesforce Marketing Cloud
- 13. Denver Connect @ DIA SMS to Case Live Agent Social Hub (coming soon) FlyDenver.com
- 14. Denver Connect – Visitor Engagement Workflow
- 15. Denver Connect SMS to Case Solution Overview 720-370-9002 Terminal 720-370-9019 Concourse A 720-370-9021 Concourse B 720-370-9031 Concourse C • The SMS Messages widget displays all new incoming text messages • Agents click the Accept button 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
- 16. Denver Connect - Visitor Engagement Volume Since October 2015: Calls into Salesforce Live Agent conversations SMS responses
- 21. 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
- 22. 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!
- 23. Vegas.com offers three (3) email newsletters Email is the Cornerstone Channel
- 24. The Inside Scoop provides weekly deals on hotels, shows, tours and clubs. Welcome Email Weekly Email
- 25. 2 Use First-Party Data for Proactive Personalization
- 26. 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
- 27. Personalized Content Drives Higher Engagement Email 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)
- 28. 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.
- 29. 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
- 31. “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
- 32. 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
- 33. VisitIndy Uses Email to Inform Meeting Planners and Attract Conventions
- 34. 3 Use Automation to Improve the Customer Experience
- 35. Customer Experience will soon overtake Price and Promotion as the Key Brand Differentiator. The Experience Economy
- 36. Consumers Expect a Consistent Experience at Every Stage of the CX Life Cycle EMAIL The Customer Experience Life Cycle Product Purchase Journeys Product Use & Service Journeys
- 37. 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
- 38. Optimizing Customer Journeys Improves Business Performance Increase in Customer Satisfaction Increase in Revenue Growth Reduction in Cost to Serve The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency, 2014
- 39. FEMA selects MC to Deliver Personalized Emails to Constituents Replacing 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.
- 43. States and Cities are Using Digital for: Listening to Citizens. Useful Communication. Serving Citizens.
- 44. In the era of the connected citizen, there are two guiding truths for today’s marketing leaders . . . CX is the Holy Grail Digital is King
- 45. Marketing Cloud: #1 Marketing Application Unify Data Build a single view of your customers, integrate data from any source, and make it actionable Personalize Journeys Trigger timely, unique, and meaningful messages, based on real-time customer behavior Engage Cross-Channel Deliver relevant content on email, mobile, social, ads, and the web Analyze Everything Measure the impact of your business and optimize every interaction Create 1-to-1 customer journeys
- 46. Shared services across applications The Salesforce Government Success Platform 2,700+ Partner Apps Open Ecosystem Workflow Data & Objects Identity Fast App Dev & Customization AnalyticsCollaborationMobile UI Scalable Metadata Platform Complete CRM Trusted Multitenant Cloud AnalyticsCommunityMarketingServiceSales Apps
- 48. Joel Book Sr. Director, Digital Marketing Insight Salesforce Marketing Cloud @JoelBook www.linkedin.com/in/joelbook/ [email protected]