social media #protips with salesforce
TRANSCRIPT
Build a Smarter Customer Journey
Social #ProTips
4 June 2017Version 1.0
Robin LeonardCEO & Co-Founder
@robin_afd
with
Agenda
1. Introduction: 5 mins
2. ProTips: 40 mins
3. Q&A: 15 mins
@robin_afdRobin Leonard
Robin LeonardCo-Founder & CEO AFDigital
● Ex-Customer Service Agent● Telco Business Analyst● Deep CRM and BI experience● IBM Agile PM● Passionately geeky
Founded AFDigital in 2011Radian6 Partner in 2012
Spent last 6 years helping large companies adopt social at scale with the latest technology.
@robin_afd
Trusted by Household Brands across APAC
Australia+ NZ
Singapore+ ASEAN
PhilippinesGlobal Delivery Center
We are a Tech-Enabled Full Service Digital Agency
Social ManagementPublishing, engagement and analytics.
Email MarketingResponsive and relevant email marketing.
Content MarketingBlog, Social and Web Content.
Reporting & InsightsEnable data-driven agile decision making.
Marketing AutomationBuild a smarter 1:1 customer journey.
1:1 AdvertisingTarget individuals with relevant ads using CRM data
Agenda
1. Introduction: 5 mins
2. ProTips: 40 mins
3. Q&A: 15 mins
@robin_afdRobin Leonard
Safeharbor
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AnalyzeListen to your customers, gain insights and
track performance across global brands
EngageConnect with customers and prospects at scale to nurture community and provide
customer service
PublishPlan, collaborate and execute social
campaigns across teams, brands and geographies
Command CenterDrive digital awareness across the entire
enterprise
Automation & Intelligence
3RD PARTY APPLICATIONS
The Salesforce Social Eco-System
Let’s get started.
#ProTip 1: Don’t overthink workspaces
Built for Enterprise/Agencies,most companies are simple.
1. Use 1x workspace per brand / set of social accounts
2. Don’t allow users to create or edit Workspaces
Each workspace = administration effort
#ProTip 2: Squeeze your content
Content is a tangible asset, practice re-cycling intentionally.
1. Regularly review best performing content
2. Content team saves time and can re-use content
3. Plan and control global campaigns
#ProTip 3: Throw out your content spreadsheets
The key is to use drafts and comments and only use approvals at the end.
1. Build your calendar in Draft2. Review as a team in the app - add
comments until everybody is ok3. Schedule post for publishing4. Trigger approval rule5. Approver does final check and
approves
#ProTip 4: Segment your content with Publish Labels
Get Campaign stats!
Tag, filter and manage a specific campaign or content theme.
1. Setup a Publish Macro e.g. “Campaign”
2. Filter using the Publish Macro in
a. Calendar
b. Performance (Reports)
c. Shared Content
3. Download CSV
#ProTip 5: Engagement Workflow & ReportingEngage
1. Build an Engage Templatea. Facebook Wallb. Facebook Messengerc. Twitter Listeningd. Twitter @Mentionse. Twitter DMsf. Instagram Listeningg. Instagram Commentsh. My Tasks Listeningi. My Tasks Social Pages
2. Setup Engage Macrosa. No Actionb. Complaintc. Complimentd. Feedbacke. Recruitmentf. Staffg. Product (X)h. Campaign (X)i. Service (X)
3. Tag and close every post
4. Setup Custom Dashboard that focuses on Engage metrics
#ProTip 5: Engagement Workflow & Reporting
1. Build an Engage Templatea. Facebook Wallb. Facebook Messengerc. Twitter Listeningd. Twitter @Mentionse. Twitter DMsf. Instagram Listeningg. Instagram Commentsh. My Tasks Listeningi. My Tasks Social Pages
2. Setup Engage Macrosa. No Actionb. Complaintc. Complimentd. Feedbacke. Recruitmentf. Staffg. Product (X)h. Campaign (X)i. Service (X)
3. Tag and close every post
4. Setup Custom Dashboard that focuses on Engage metrics
Analyze
#ProTip 6: Enable Social Cases, Leads & Journeys
Create a Social Case in Service Cloud
Trigger a Social JourneyIn Marketing Cloud(Add Social Persona to Ad Audience & Journey)
Create a Social LeadIn Sales Cloud
Manual: Social Studio Engage MacroAutomated: Social Hub Rules All of these solutions require integration into CRM, configuration and testing. We
recommend seeking expert advice before trying this.
#ProTip 7: Dashboards for Days
Gone are the days when you need a tech team to build beautiful dashboards.
Analyze > Dashboards > Create New > Blank Dashboard Template
Some great Dashboard ideas:
- Product Dashboard- Service Dashboard- Social Engagement Dashboard- Social Page Dashboard- Competitor Dashboard- Industry Dashboard
#ProTip 8: Dashboards vs. Workbenches
Duplicate monthly custom dashboard reports every month and share.
Use Workbenches to drill down and perform macro / micro / campaign / crisis analysis.
Dashboards(understanding the what)
Workbenches(understanding the why)
#ProTip 9: Integrate Social with your BI Platform
https://resources.docs.salesforce.com/208/latest/en-us/sfdc/pdf/api_social.pdf
Pull data into your BI tool and compare social sentiment with revenue and sales data
#ProTip 10: Automate your Tagging with Social Hub
Setup Post / Author tagging rulesSocial Hub: Data Source + Rule + Content Library
View Labels in Engage and Analyzesocial hub
#ProTip 11: Crisis Notifications
Set Email Crisis thresholds in Social Hub (NEW-ish FEATURE)social hub
>300% the 7 day average?
#ProTip 12: Salesforce LiveMessage
New Salesforce acquisition!
SMS and Chat direct sync with Service Cloud
Talk to your Account Executive it’s a new license.
#ProTip 13: Lightning Service Console
Brand new and damn sexy.
Social is becoming more integrated.
Wizard for social setup available for Pro licenses
(new release!)
#ProTip 14: Social Sidebar add-on
Give your Social Agent context on previous social cases and interactions.
Link to install package: https://ap4.lightning.force.com/packagingSetupUI/ipLanding.app?apvId=04t36000000zrDz
#ProTip 15: Milestones to track KPIs
Be consistent with KPI tracking across all Service Cloud channels.
#ProTip 16: Command Centrecommand center
Don’t overthink the Command Center or the ROI.
It’s all about adoption.
This is a Facebook Lead Ad
#ProTip 17: CRM Targeted Social Ads
#ProTip 17: CRM Targeted Social Ads
Now it’s easy to target CRM contacts with social advertising automatically. What does this unlock?
Picked a100 CRM contacts
Plus 500 Look-a-Likes
#ProTip 18: Social Advertising Look-a-Like Loop
Advertising StudioCampaign 1: Existing Cust Look-a-likeCampaign 2: New Leads Look-a-like
Facebook Leads
Facebook Lead Ad
1. Existing Customer Look-a-Like
2. New Lead Look-a-LikesMarketing Cloud Connector- Sync Salesforce CRM with
Marketing Cloud- Ad Audiences refreshed
daily
3. It keeps acquiring similar leads.
Summer 17’ Social Release Features
https://releasenotes.docs.salesforce.com/en-us/summer17/release-notes/rn_social_customer_service.htm
Robin’s Release Notes:
1. AI for everybody
2. Lightning Console
3. Lightning Service Setup Wizard
4. Deeper integration between Social,
Sales, Marketing and Service
trailhead.salesforce.com/trails/sf_release_prep
Accelerators to Fast Track Social Adoption
LIMITED OFFER: 15% Discount if you sign-up before end of June
About the Client: Hipages is a crowdsourcing app that helps people find certified Tradies to do odd jobs around the home.
Problem: Hipages believe that social is a key strategic channel for both Sales and Service, however they were only using native social pages, and had trouble keeping track of cases and sales through email.
Social Sales & Service for Marketplace
What we did?AFDigital worked closely with hipages to setup Social Studio for their marketing teams, and also connect it with Sales Cloud and Service Cloud to enable Social Leads and Social Cases.
The solution enables the manual escalation of Social Cases and Leads from Social Studio, as well as the automated creation based on keywords using Social Hub intelligent rules engine.
The project kicked off 5 days after the contract was signed, and was deployed successfully and on time exactly 2 weeks after kick-off.
Success Story
Social Studio
Social Customer
ServiceSocial Leads
Accelerators: Install, Integrate, Automate and Operate
PowerOnFrom $5,000
ConnectFrom $10,000
CadenceFrom $5,000/mo
TeamXFrom $10,000/mo
Implementation1-2 Weeks
Integration2 Weeks
Marketing OpsManaged Services
Dedicated Resources“Team Extension” Staffing
Social
Content
Reporting
Automation
Advertising
Install, Integrate and Automate Operate
JourneyXFrom $10,000
Automation2 Weeks
Agenda
1. Introduction: 5 mins
2. ProTips: 40 mins
3. Q&A: 15 mins
@robin_afdRobin Leonard
Q&A(15 mins)
Contact us for a Quote today!
AudiStocklandProfessional ServicesRevlon
+61 2 8046 6998
www.afdigital.com.au
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Sydney, New South Wales