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This post originally appeared on the Salesforce Marketing Cloud blog.
Like many marketing teams, Salesforce uses Salesforce Marketing Cloud to organize their teams, manage their campaigns, optimize their content and measure their social media marketing success. Here's how.
Social Media On-Boarding
When the Salesforce marketing team wanted to move all of its social operation onto one centralized place for listening, measuring, engaging and more, they looked to Salesforce Marketing Cloud.
Jennifer Burnham, Marketing Director, Social Strategy and Content: "Last summer when we rolled out Salesforce Marketing Cloud, we did so in a deliberate manner. Rather than on-board dozens of social practitioners onto the platform at once, we picked just three teams to roll out first. We decided to use a big event — Dreamforce 2012 – as our lighthouse project."
"We put everything Salesforce Marketing Cloud had to offer to the test to make Dreamforce successful from a social campaigns perspective. That means we posted, listened, built apps and measured using the platform. We even re-built Salesforce Live using Salesforce Marketing Cloud."
Day-to-Day Impact
Marketing Cloud helps Salesforce marketing manage their day-to-day tasks. Instead of having to use a number of different tools to manage social campaigns, the Salesforce marketing team can access everything from one place. As Burnham says, it has “brought coordination and control where there was once chaos.”
Jennifer Burnham: "I always like to say that Salesforce Marketing Cloud brought coordination and control where there was once chaos. We were using a variety of tools across many teams before we adopted the platform - you name it, someone was using it. We use Salesforce Marketing Cloud to manage our social listening, content publishing, ad promotion, app building, and success measurement. We have over two dozen active social publishers across 50+ branded social channels, all of them rolled into the Salesforce Marketing Cloud platform."
Nathan Freitas, Senior Community Manager: "There are SO many brand mentions on a variety of our social channels. It's a lot of volume for a small team to handle. We also have a large amount of internal teams that are using social media to communicate on behalf of the brand. The Marketing Cloud helps us keep all of that running smoothly and empowers a lot of automation and escalation rules."
Event Planning: Dreamforce 2012
Dreamforce 2012 was the first big chance for Salesforce’s marketing team to flex its newly-acquired muscles using the Marketing Cloud. The massive event in San Francisco saw the launch of several social campaigns, as well as the popular Social Media Command Center, located in a prime location inside the Moscone Center. The success of Dreamforce served to propel the team’s mission using the Marketing Cloud toward 2013.
Jennifer Burnham: "Dreamforce was a rallying point for us. We were able to build over 12 apps on Facebook, including a highly successful Dreamforce Sweepstakes which drove over 25% of all event registrations proving the value of social media to event success. We also managed to grow our fan base by over 17,000 during the week of Dreamforce due to the success of our live broadcast, Salesforce Live, which attracted 87,000 viewers, as well as a calendar of delightful, real-time content. And, we managed and engaged with over 163,000 brand mentions in three days with ease in our Command Center."
Social Media Results and ROI
The always-burning question when it comes to social media and content marketing deals with return on investment. But with a number of different tools feeding different types of data to the team, Salesforce struggled to determine performance, success and failure across social and content marketing initiatives. Salesforce Marketing Cloud helped consolidate the data and make sense of it all. Coupled with successful campaigns, the results have been excellent.
Jennifer Burnham: "We’re really excited that we grew our social channels by 300% last year. Being able to focus on our publishing strategy and content that delights rather than team enablement has been a large part of this success."
"More recently, we’re cracking the code on social ROI and getting exciting results driving real ROI from Facebook and Twitter advertising and organic wall posts. As a social media leader, I am a big advocate of Salesforce Marketing Cloud because it has connected what we do in social to the larger goals of the company— our efforts are no longer in the ‘wild west’ and can be seen and felt through the impact to our business."
According to Nathan Freitas, Salesforce has seen these results since implementing Salesforce Marketing Cloud:
The Salesforce team will continue to stretch the limits of Salesforce Marketing Cloud, in turn optimizing their social marketing efforts while deriving real business results from their campaigns.
