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kokomomammothDéveloppement de logiciels

17 févr. 2014 (il y a 3 années et 8 mois)

82 vue(s)

A NEW KI ND OF
PARTNER FOR
THE SOCI AL AGE
We’re a new breed of
technology services
firm, combined with
marketing and agency
prowess – bringing
our clients the right
blend of strategy,
technology, and
creative to help them
engage their audiences
in meaningful and
measurable ways.
magnet360.com
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HOW THE TECHNOLOGY DUO WILL REVOLUTIONIZE MARKETING BY
SUPER-TARGETING SOCIAL ADS
DAN MALLIN
JUSTIN COX
BY DAN MALLIN, MANAGING PARTNER, AND JUSTIN COX, DIRECTOR OF
CHANNEL MARKETING AT MAGNET 360
 
Facebook  is  known  for  its  massive  membership  -­  engaging  an  amazing  167  million  Americans.    
That’s  54%  of  the  population  spending  more  than  six  and  a  half  hours  each  month  logged-­in.    It’s  
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the  case,  until  recently.    New  developments  at  Facebook  and  salesforce.com  are  revolutionizing  
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At  Dreamforce  2012,  salesforce.com  introduced  its  new  Marketing  Cloud.    The  new  platform  
combines  the  best  of  newly  acquired  Buddy  Media  and  Radian6  to  create  a  full-­service  social  suite  
for  publishing,  advertising,  analytics,  and  everything  in  between.    Salesforce.com  also  announced  
a  new  partnership  with  Facebook  that  creates  unprecedented  opportunities  to  integrate  business  
intelligence  with  social  advertising.      Industry  analyst  Jeremiah  Owyang  of  Altimeter  Group  reacted  
by  tweeting  “Big  news:  Salesforce  now  offers  FB  ad  buying  capabilities  in  marketing  cloud.    This  is  
why  they  bought  buddy  for  $600m+”  
i
,    but  140  characters  cannot  fully  describe  the  possibilities  of  
this  partnership.
This  alliance  is  all  about  integration.    Marketing  Cloud’s  products  combined  with  a  new  type  
of  Facebook  advertising,  which  actually  moves  ads  from  the  side  of  the  page  right  into  users’  
newsfeeds,  provides  salesforce.com  customers  the  ability  to  integrate  CRM  and  Facebook  data  to  
target  and  deliver  social  advertising  with  unprecedented  precision.  Instead  of  targeting  Facebook  
users  based  on  Facebook  data,  or  targeting  CRM  contacts  based  on  business  data,  salesforce.com  
customers  can  now  combine  their  business  and  social  data  to  super-­target  their  ads.  
WHOLE NEW STREAM
       
Facebook  revolutionized  the  world  of  social  advertising  when  it  started  offering  
Sponsored  Stories,  paid  content  that  looks  a  lot  like  traditional  Facebook  posts,  and  nothing  like  
traditional  Facebook  ads.    This  innovation  moves  Facebook  ads  out  of  the  dead  space  on  the  right  
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-­  Sponsored  Stories  stay  frozen  at  the  top  of  the  user’s  newsfeed  until  they  log  in,  whether  that’s  10  
minutes  after  the  story  is  posted,  or  10  days.    Not  surprisingly,  Facebook  says  Sponsored  Stories  
are  getting  results,  delivering  eight  times  more  engagement  than  the  old  ads.  That  type  of  interaction  
is  impressive,  but  those  are  the  reported  outcomes  before  combining  the  super-­targeting  that  
salesforce.com  offers.  Let  us  explain…  
UNLOCKI NG SOCI AL I DENTI TI ES
Anybody  can  target  Sponsored  Stories  by  using  a  set  of  Facebook  
criteria,  for  example,  age,  location,  or  any  other  Facebook-­collected  facts.    However,  targeting  
individual  people  requires  knowing  the  email  and  phone  number  the  person  used  to  register  for  
Facebook.    There  are  so  many  potential  obstacles  in  obtaining  the  correct  information  for  even  the  
closest  of  business  contacts.  Consider  how  often  people  register  with  personal  phone  numbers  and  
email  addresses,  or  old  Gmail  or  Apple  addresses  that  are  never  used  for  anything  else  but  logging  
into  social  media.    
The  answer  to  these  problems  comes  through  Social  Key.  In  many  ways,  Social  Key  is  one  of  the  
most  exciting  parts  of  the  Marketing  Cloud.    What  it  does  is  uses  salesforce.com’s  vast  stores  of  
information  (Salesforce,  Buddy  Media,  Data.com,  and  others)  to  match  names  with  social  identities,  
phone  numbers,  and  email  addresses  with  users.  This  obtained  information  is  valuable  for  a  number  
of  social  scenarios,  and  is  the  key  to  unlocking  the  next  level  of  access  for  Sponsored  Stories.
 
Now,  a  business  can  take  CRM  data,  match  it  with  Facebook,  LinkedIn,  and  Twitter  names,  and  turn  
that  into  a  new  target  list  for  social  marketing.    That  creates  an  unprecedented  level  of  precision,  
because  as  Facebook  Vice  President  of  Business  and  Marketing  Partnership  David  Fisher  said  at  
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people’  is  what  makes  Social  Key  so  valuable.  Other  CRM  platforms  simply  cannot  offer  this  kind  of  
integration,  because  other  platforms  do  not  have  Social  Key,  and  they  don’t  have  the  same  kind  of  
strategic  partnership  with  Facebook,  as  Preferred  Marketing  Developers.  
HOW DOES I T WORK?
 Imagine  the  possibilities.    For  example,  a  salesforce.com  customer  that  
is  already  capturing  website  visits  in  CRM  can  easily  add  Marketing  Cloud,  Social  Key,  and  
marketing  automation  to  set  up  an  improved  Facebook  campaign  that  reacts  to  each  of  those  
web  visits  by  sending  the  visitor  a  Sponsored  Story.
Apply  these  same  tools  to  an  email  campaign,  setting  up  a  rule  that  once  the  message  
is  opened  a  Sponsored  Story  is  sent  out  that  complements  the  campaign.  This  simple  
action  creates  an  extra  layer  of  engagement  that  starts  generating  real-­time  reactions  and  
conversations,  while  increasing  the  targeting  and  relevance  of  marketing  messages  in  
unprecedented  ways.    
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broadcast  to  thousands  of  people,  but  targeted  in  a  way  that  allows  marketers  to  know  who  each  
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the  right  5,000  people,  those  5,000  people  are  singled-­out  to  hit  the  target  right  in  the  center.
B2B OPPORTUNI TY
Clearly  companies  that  already  use  Facebook  can  leverage  integrated  
social  marketing  products  to  use  it  more  productively,  but  there’s  an  even  greater  opportunity  
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companies.    
Although  social  networks  are  considered  a  great  way  to  connect  with  consumers,  because  those  
customers  logging-­in  are  obviously  “people”,  it’s  important  to  remember  that  “people”  also  make  
the  key  decisions  on  every  B2B  deal.    With  these  tools,  those  business  “people”  can  be  found  
on  Facebook,  and  then  targeted  with  highly  relevant  Facebook  ads.

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actual  invitation,  before  the  dealership’s  next  sales  event.  

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and  post  a  Sponsored  Story  about  the  event  that  would  pop  up  on  all  contacts’  and  prospects’  
newsfeeds.    

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effective  way  to  reach  a  customer  or  prospect  because  the  Sponsored  Story  does  not  leave  the  
user’s  news  feed  until  the  person  has  a  chance  to  see  it.    
NO LI MI TS
 The  key  to  these  opportunities  is  that  they  are  limited  by  imagination  rather  
than  technology.    Identify  possible  targets  in  any  database,  whether  prospects,  contacts,  or  
customers,  and  you  can  tailor  a  message  to  reach  them.    Better  yet,  because  these  tools  
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time  goes  by.
The  price  of  the  entire  Marketing  Cloud  is  $5,000  per  month  (on  an  annual  contract),  but  all  
of  the  functionalities  discussed  are  just  a  small  part  of  the  platform.    Any  enterprise  that  is  
already  using  Marketing  Cloud  should  take  full  advantage  of  all  the  tools,  and  any  enterprise  
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importantly,  remember  that  Salesforce  is  the  only  CRM  platform  that  can  provide  this  kind  of  
functionality,  and  missing  out  on  it  means  missing  out  on  valuable  opportunities.
KEY TAKEAWAYS
 
1)      Facebook  advertising  integrated  with  salesforce.com  CRM  won’t  just  change  
 
 
marketing,  it  could  revolutionize  advertising  as  a  whole,  providing  a  level  of  targeting  
 
and  engagement  that  never  seemed  possible.
 
 
2)      Businesses  that  aren’t  already  using  social  need  to  do  so,  because  businesses  that  
 
are  positioned  to  start  using  these  new  features  and  functions  early  will  have  a  huge  
 
competitive  advantage.
 
 
3)      Social  isn’t  just  for  B2C.    With  this  level  of  targeting,  it’s  easy  to  create  a  low-­cost,  
 
high-­impact,  super-­focused  campaign  to  any  kind  of  buyer.    
ABOUT THE AUTHORS:
DAN MALLIN
has been using the
internet for the last twenty years
to help business leaders resolve
problems and drive growth.
Dan spent his early years at
3M, where he was awarded the
Pyramid of Excellence and Circle
of Technical Excellence Awards
and was the recipient of several
Alpha Grants. Later, Dan founded
Imaginet, a regional leader in
web development services, and
became the North American COO
of connect@jwt (now called RMG
Connect). Besides spending his
time as Managing Partner for
Magnet 360, Dan serves on the
board for several well-known
agencies and other organizations.
Dan has twice been recognized
as a finalist for the Ernst & Young
Entrepreneur of the Year Award,
has been a finalist for the MHTA
Tekne Award, and was recognized
by the Minneapolis/St. Paul
Business Journal in its 40 Under
40 issue. In 2010, Twin Cities
Business named Dan as one of
the 200 Minnesotans You Should
Know.
JUSTIN COX
is a bold leader with
a knack for delivering results
to clients in a wide range of
industries, including high tech,
marketing services, financial
services, manufacturing, and
real estate. Justin plays a key
role at Magnet 360, focusing on
strategy and channel marketing
integration. In addition to his role
at Magnet 360, Justin is President
of Marketing Bridge, a provider of
channel marketing software and
services.
A graduate of the Carlson School
of Management and the University
of Minnesota, Justin has served
as the Program Director of the
Minnesota Cup, a statewide
competition to promote innovation
and entrepreneurship. He currently
sits on the boards of several
companies and nonprofits in the
Twin Cities area.
READY TO TALK SOCI AL
BUSI NESS? WE’ RE READY
TO LI STEN AND HELP.
phone: 612.230.2500
web: magnet360.com
twitter: @magnet360
LET’ S CONNECT.
 i  
Twitter.com,  Jeremiah  Owyang  (@jowyang):  Sept.  19,  2012
ii  
 David  Fischer,  Marketing  Cloud  Product  Keynote  Speech,  Dreamforce  2012