Chief Adoption Officer@davidalston

David Alston

TRANSFORM THE WAY YOU MARKET WITH THE MARKETING CLOUD

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Business is SocialYour Customer

Cloud . Mobile . Social

Social Media Has Changed Marketing ForeverThe Largest Shift in 60 Years

Engaging Transparent TargetedUnsolicited One to many Untargeted

123%growth in social customers

Jun 2010Dec 2010 Jun 2011

Dec 2011

Fortune 100 Facebook Fan Growth

Fortune 100 Web Traf!c Growth

Social Revolution: Customers Flocking to Social Channels

Source: Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traf!c”; Google Social Media Analysis Study

20122009 2010 2011

conversations per day

150M

Sources: Twitter

Social Revolution: Customer Conversations Exploding

Source: Forrester, The Facebook Effect

Your Connections Are More Likely to Buy From You

200%More likely to buy

Non-FanFacebook Fan

People Are No Longer Faceless Data

EmailAddresses

ResidentialAddresses

Cell PhoneNumbers

Cookies That Expire in 30 Days

People Are PEOPLE And Are More Connected Than Ever

Enormous Opportunity:

Listen To Your Customers

Build & Engage Connections

Turn Insight Into Action

But Social Has Created Chaos For Marketing

Your Company

MarketingCommunity Manager

Creative eCommerce

Media DigitalPR

MessagingSocial Media

Uncoordinated Action

Limited Insight

What if you could manage all your social marketing on a single platform?

World’s Only Unified Social Marketing Suite

Salesforce Platform

Turn insights into action, and connections into Customers for Life.TM

#1 in Social Marketing #1 in Social Listening

Social AdsEngagementSocial Content MeasurementWorkflow & Automation

Social Listening

Social Listening

Engagement

Measurement

Social Content

Social Ads

Workflow & Automation

Global Leader in Social Marketing

55% of Fortune 100

8 of 10 Largest Advertisers

Thousands of Customers

B2B & B2C

Gordon EvansSr. Director Product Marketing

@gordonevans

World’s Only Unified Social Marketing Suite

Salesforce Platform

Turn insights into action, and connections into Customers for Life.TM

Social Listening: Listen at Social Scale

Improved Brand Monitoring

+94%Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.

Get Actionable Insight From Over 400 Million Social Sources

Go Beyond The What To The Why

Uncover Marketing, Sales & Service Opportunities

Social Content: Create Compelling Social Presences

campaign effectiveness

+37%

Build Social Canvasses That Create Action

Grow Connections With Social Applications

Optimized For Teams With Workflow

Engagement: Connect With Customers

Increased SocialEngagement

77%Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.

Create & Manage Your Social Content Calendar

Engage With Customers & Build Community

Scale With Team Workflow & Automation

Social Ads: Amplify Your Content

Amplify Your Brand And Community Stories

Reach Customer By Profile And Activity

Optimize Campaigns In Real-time

Workflow & Automation: Align Marketing, Sales & Service

Build Customer Social Profiles

Share Social Insight & Posts Across Your Company

Work At Social Scale & Speed

Marketing

Sales

Service

Measurement: Track Campaign ROI

Measure Everything From Campaigns To Conversion

Insight Across All Social And Campaign Metrics

Optimize Activity And Maximize ROI

Tristan BishopDirector of Digital Strategy

@knowledgebishop

Symantec Protects the World’s Information

$6.7 Billion in Revenue

20,500 Employees

Fortune’s Most Admired Companies

Symantec is Social

7,000 Global Sales Reps

Pro!le Data

160,000Partners

4,000+Call Center Agents

Marketing Sites

Custom Apps

Back-End

18,500 Employees on Chatter

5+ AppExchange Apps

Product

Social @ Symantec

Customers Share More than Ever Before

Great article on…

Love the new…

Having a problem

Device isn’t working…

Customer service can’t help me…

Cool video…

Frustrating interaction…

Actionable Internet Mentions™ (AIMs)

AIM ™ is a term created and trademarked by Symantec

1.Social media, external blog or external forum mention

2.Created by a customer, partner, competitor or prospect

3.Provides business value to Symantec

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

2.Query: Question that doesn’t require support resource

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

2.Query: Question that doesn’t require support resource

3.Rant: Insult that merits brand management consideration

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

2.Query: Question that doesn’t require support resource

3.Rant: Insult that merits brand management consideration

4.Rave: Praise from Symantec brand advocate

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

2.Query: Question that doesn’t require support resource

3.Rant: Insult that merits brand management consideration

4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase

decision

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

2.Query: Question that doesn’t require support resource

3.Rant: Insult that merits brand management consideration

4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase

decision6.RFE: Request to enhance a product with a

new feature

What We Do Today: Find, Classify and Assign AIMs™

1. Case: Request for help resolving real-time issue

2.Query: Question that doesn’t require support resource

3.Rant: Insult that merits brand management consideration

4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase

decision6.RFE: Request to enhance a product with a

new feature7.Fraud: Communication from an unauthorized

provider of Symantec products

Marketing Cloud Engagement Console

Recap: AIM™ Triage Process

Con!guration

Product 1

Product 2

Product 3

Rant

Rave

Lead

RFE

Fraud

SymantecEmployee

ResponseQuery

Case

Review

Blogs

Message boards

Recap: AIM™ Triage Process

Con!guration

Product 1

Product 2

Product 3

Rant

Rave

Lead

RFE

Fraud

SymantecEmployee

Response

Pro!les Interactions History Transactions PreferencesCRM

Query

Case

Review

Blogs

Message boards

Next Up: Salesforce Service Cloud IntegrationSocial CRM Workflow: Support

• Marketing Cloud pulls in social posts of all types,

including Cases

• SCRM team classifies posts using the Marketing

Cloud Engagement Console

• Social Hub creates SFDC Objects for Support

cases

• Support agents respond in SFDC Service Cloud

Thank You