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Crafting the Ultimate 1:1 Student Experience
December 11, 2014
Featured Presenters
Susan Marshall Sr. Director, Product Marketing
Salesforce
Sandra Sanvido Sr. Director, HE Marketing
Salesforce Foundation
Vadim Gorelik Asst. Director, Enterprise Systems
University of Texas at Austin
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World’s #1 CRM company
World’s most admired software company
World’s most innovative company
Celebrating 15 Years of Customer Success
4TH YEAR IN A ROW! 2011 • 2012 • 2013 • 2014
#1 most admired in software
#7 best company to work for
1-1-1 Model adopted by:
sharethemodel.org
1% 1% 1% Time Equity Product
$73M+ Grants
743K+ Service Hours
23,000+ Nonprofit Organizations
Celebrating 15 Years of Giving Back
360° student view
Marketing Communications
Recruitment
Student Success Advancement
Become a Connected Campus: Put Your Students at the Center
Community Engagement
Salesforce1 for Higher Ed Solutions
Recruitment
Donor Management
Alumni Relations
Gift processing
Early Warning
One Stop Shop
Advising
Career Services
Recruiting Automation
Events Management
Social Prospecting
Cross-channel Marketing Campaigns
Social Media
Journey Building
Prospect Community
Student Community
Alumni Community
Faculty Community
Student Success Advancement Marketing Communications
Community Engagement
The Journey Is the Reward Craft the Ultimate 1:1 Student and Alumni Experience
Susan Marshall Sr. Director Product Marketing, Marketing Cloud [email protected] @s_marshall
Students Are on a Journey With Your Brand
Click Facebook Ad
Evangelize on Facebook
Contact Student Services
Service Issue Resolved
Download App Mobile Opt-In Tuition Paid
Personalized Content Email
Newsletter Sign-Up
*Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly correlated with business outcomes.
+36% Customer
satisfaction
+19% Likely to stay/
renew
+28% Willingness to recommend
+33% Less likely to cancel/churn
The Customer Journey Connects Discrete Interactions
Acquire
Onboard
First Purchase
Engagement
Your Institution
These Actions are Isolated for Many Universities
Your Student
Pulse Check – Where Are You Now?
Do you know who your students really
are?
Are you defining their experience?
Are you engaging on multiple channels?
Are you measuring the impact on your goals?
How do you create a 1:1 student experience?
Create a Contextual View of Your Students
Track Where Your Students Are in Their Journey
Engage with Your Students as Individuals
Measure the Impact on Your Institution
Marketing Cloud The Platform for 1:1 Student Journeys
Build a single view of your constituents
Plan and optimize the student journey
Deliver personalized content across every channel and device
Measure the impact
Journeys Contacts Content Channels Analytics Apps
Proven Success in Higher Education
Improved Ability to Achieve Mission
Improved Overall Efficiency
%84
86 %
How Does It Work?
Apps
Connected Apps
Connected Products
Connected Spaces
Content
Asset Management
Workflow & Approvals
Versioning
Channels
SMS/MMS
Push Notifications
Social
Advertising
Web Experiences
Group Messaging
Journeys
Maps
Interactions
Metrics
Analytics
Reporting
Dashboards
Web & Mobile Analytics
Contacts
Contact Management
Segmentation
Tools
Events and Triggers
Predictive
Intelligence
“We need to better serve our alumni and increase purchases at our campus store”
First Purchase
Repeat Purchaser
Loyal Constituent
Anonymous Browser
Known User
University
Meet Susan
42 year-old, mother of three Northern Trail Alum ‘92 Planning Colorado hiking trip
Susan Starts Her Journey with Google
Hiking in Colorado
Her Search Leads to the Campus Store – Northern Trail Outfitters
Susan Explores Northern Trail Outfitter’s Campus Store
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
She Creates an Account through Facebook
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
Susan Receives Her First Personalized Message
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome
She Receives Targeted Offers through the Mobile App
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome
MOBILE: App Installed
Susan’s In-Store Experience is Enhanced with Mobile
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location
MOBILE: App Installed
She Receives a Receipt with Personalized Content
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase
MOBILE: App Installed
Susan Posts to Facebook about Her Great Experience
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
Susan’s 1:1 Customer Journey
What Can Northern Trail University Do Next?
Create individual interactions, at scale, with millions of constituents Communicate through multiple channels Leverage data and insights, optimizing interactions Measure performance across the entire journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
Marke&ng Cloud @ McCombs
The Start of Something Beau1ful
Current State of Communications
Students
Alumni
External
Constituents Departments
Academic Departments
Centers
Alumni/Development
Transactional / Com
mercial
Platforms
Mobile
Social
Experiential
Net Result
VIP
Challenges to Solve
• Simpler Things § Subscrip)on preferences § Email frequency
• Higher Order Functions § Journey builder § 1:1 Marke)ng
Solution
• Adapt Marketing Cloud as the communication platform § Centrally fund to encourage adop)on
• Integrate Marketing Cloud and Salesforce § Detailed instruc)ons and about 40 minutes of clicking and typing
• Build a Preference Management center in Salesforce § Exper)se already exists § Allows for crea)on of campaigns and reports in Salesforce
Preference Center
• Add a custom multi-select field to Contact object
Preference Center
Preference Center
• Modify Unsubscribe link to point to the Preference Center § Work with Marke)ng Cloud to setup the link and to pass 18 digit contact or lead ID
• Setup lists and workflows to ensure subscription preferences are captured § RFIs § Imports from other third-‐party tools
• Run reports and campaigns keeping the custom subscription field in mind
Email Marketing
• Reports and Campaigns – Executive Education § U)lizing class par)cipa)on
Journey Building
RFIInformation Email with a discount code to update
Preference Center
Themed Email based on Preference Center
General Email with class schedule
CompletedPreferenceCenter
Didn’t CompletePreference Center
Didn’tRegister
Didn’tRegister
Transactional Emails
Registered
Registered
Promotional email with information on related,
upcoming classes
# days aftercompletion of
class
Thank you
Marketing Cloud Deep Dive Demo webinar December 18 at 11:00 am PST/ 2:00 pm EST Featuring: Greg Hammen, Salesforce and Vince Salvato, Sierra-Cedar
Higher Ed Summit February 12-13, 2015 Miami, FL
Upcoming Events
salesforcefoundation.org/hesummit15