1. Marketing in the Era of the Connected Citizen!
How Cities, States, & Government
Agencies Use the Salesforce
Marketing Cloud to Serve Citizens
Faster and Better
Joel Book
Sr. Director, Digital Marketing Insight
Salesforce

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3. Today’s Citizen is:
More Informed.
More Empowered.
More Demanding.

4. Citizens
are
Customers

5. Citizens Expect Prompt Useful Information and Help
at Every Point of Engagement and Interaction
Connected
Citizens
Connected
Cities
Web DMV CommunityEmailSocialMobileProduct
Connected
Experiences Stadium

6. Citizens Expect a Consistent Experience
at Every Stage of the CX Life Cycle
EMAIL
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys

7. • Cloud technology products that
integrate Marketing, CRM &
Customer Service.
• Capabilities:
• Speed
• Scalability
• Multi-Channel Agility (Online, Email,
Social)
• Marketing & Service Journey
Automation
• Data-Driven Personalization
• System Security and Data Privacy
• Objective: Digital Acceleration
City, State and
Federal
Agencies are
Investing in
Digital Solutions
to Serve Citizens

8. Shared services across applications
The Salesforce Government Success Platform
2,700+ Partner Apps
Open Ecosystem
Workflow
Data &
Objects Identity
Fast App Dev & Customization
AnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
Trusted Multitenant Cloud
AnalyticsCommunityMarketingServiceSales Apps

9. Marketing Cloud: #1 Marketing Application
Unify Data
Build a single view of your customers, integrate
data from any source, and make it actionable
Personalize Journeys
Trigger timely, unique, and meaningful messages,
based on real-time customer behavior
Engage Cross-Channel
Deliver relevant content on email, mobile,
social, ads, and the web
Analyze Everything
Measure the impact of your business
and optimize every interaction
Create 1-to-1 customer journeys

10. 3 Things
Organizations
Must Do to Serve
the Connected
Citizen

11. 1
Communicate with
Citizens across
Multiple Channels

12. 12
Denver International Airport & Salesforce Marketing Cloud

13. Denver Connect @ DIA
SMS to Case
Live Agent
Social Hub
(coming soon)
FlyDenver.com

14. Denver Connect – Visitor Engagement Workflow

15. Denver Connect SMS to Case
Solution Overview
720-370-9002 Terminal
720-370-9019 Concourse A
720-370-9021 Concourse B
720-370-9031 Concourse C
• The SMS Messages widget
displays all new incoming text
messages
• Agents click the Accept
button to take ownership of
the resulting Case
• Once a Case is accepted by
an agent, the SMS message
disappears from the inbound
SMS queue
• Quick Responses are
available for agents to quickly
respond to frequently-asked
questions
DIA Agents
respond to
messages pushed
to them

16. Denver Connect - Visitor Engagement Volume
Since October 2015:
Calls into Salesforce
Live Agent conversations
SMS responses

21. This billboard ad at Los
Angeles (LAX) airport
invites travelers to text
“DEALS” to “VEGAS”
(83427) for Exclusive
Deals
Vegas.com Uses Display Advertising to Promote
its Mobile Website, Drive Opt-in via SMS

22. Traveler Opts in to Offer Receives Confirmation Directed to m.vegas.com
VEGAS.com has Doubled Bookings of Hotels,
Shows & Tours from its Airport Marketing Campaign!

23. Vegas.com offers
three (3) email
newsletters
Email is the
Cornerstone Channel

24. The Inside Scoop
provides weekly deals on
hotels, shows, tours and
clubs.
Welcome Email Weekly Email

25. 2
Use First-Party Data
for Proactive
Personalization

26. Data is the
“Digital Fuel”
for Delivering a
Relevant 1:1
Customer
Experience
Customer Insight is comprised of
Explicit (Reported) Data + Implicit (Observed) Data
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Point of Sale
Demographic
 Email Address
 Physical Address
 Gender
 Age
 Product Needs & Interests
Customer Insight
Psychographic
Behavioral
 Buyer Persona
 Brand Affinity Persona
 Social Media Persona
 Media/Messaging Opt-in
 Purchase Transactions
 Service Claims / Cases
 Event Attendance
 Campaign Response
 NPV; CLTV

27. Personalized Content Drives Higher Engagement
Email
Mobile
Online
Personalization can deliver
5-8 times the ROI on
marketing spend, and can
increase sales by 10% or
more.
Source: McKinsey & Company (2015)

28. Ohio Jobs and Family Services reaches citizens with Mobile Connect
Sends more than 1,000,000 text notifications to citizens each year
Helps Ohio citizens process unemployment claims more efficiently. In first 7 weeks after
implementation, more than 35,000 people filed claims and 45% opted-in to receive text
notifications.
Call center volume and postal mail notifications dropped significantly, saving costs.

29. The Indiana BMV is helping Hoosiers
stay informed, get registered and
licensed, and save taxpayer dollars with
automated digital communications.
Indiana BMV wanted to streamline communications and save Indiana taxpayers money
Uses Salesforce Marketing Cloud to deliver personalized communications like vehicle
registration and driver’s license renewal reminders via email and Mobile Push notifications
Saved more than $133,000 in 9-month period by converting customers to digital
communications and eliminating paper waste.
The Indiana BMV Cuts Costs through Personalized Email

31. “Indianapolis is a
“Walking City” and we
wanted to promote
that by inviting visitors
to enter a drawing for
a Fitbit.”
Jeff Robinson
VisitIndy
VisitIndy Uses Email to Attract
New and Repeat Visitors

32. of
consumers trust
online reviews.
Source: BrightLocal: Local Consumer Review Survey (2015)
“Indianapolis is a really good city. First: You
can walk everywhere; great central
downtown location, with all the hotels and
the sports venues (football, pro basketball)
and the nightlife. The other night, 1:20 am,
felt as busy as the hoppingest places in New
York on a Friday night.”
– Peter King, Sports Illustrated, February 29, 2016

33. VisitIndy Uses Email to Inform
Meeting Planners and Attract
Conventions

34. 3
Use Automation to
Improve the
Customer Experience

35. Customer Experience will
soon overtake Price and
Promotion as the Key
Brand Differentiator.
The Experience Economy

36. Consumers Expect a Consistent Experience
at Every Stage of the CX Life Cycle
EMAIL
The Customer Experience Life Cycle
Product Purchase Journeys Product Use & Service Journeys

37. New Customer
Onboarding
Customer Service
& Support
Product
Purchase
Product
Research & Evaluation
Remarketing
& Cross-Selling
Customer Journeys Span
All Stages of the
Customer Life Cycle
Repurchase
& Renewal

38. Optimizing Customer Journeys
Improves Business Performance
Increase in Customer
Satisfaction
Increase in
Revenue Growth
Reduction in
Cost to Serve
The Three Cs of Customer Satisfaction:
Consistency, Consistency, Consistency, 2014

39. FEMA selects MC to Deliver Personalized Emails to Constituents
Replacing GovDelivery. Plans to use Automation Studio, Journey Builder and Discover
Selected Marketing Cloud for ease of use, ability to conduct A/B testing, and access to
automation and personalization without the need for IT resources.
Plans to use Marketing Cloud to personalize communications around disaster preparedness
and management, and delivering timely information to citizens.

43. States and Cities
are Using Digital for:
Listening to Citizens.
Useful Communication.
Serving Citizens.

44. In the era of the connected citizen, there
are two guiding truths for today’s
marketing leaders . . .
CX is the
Holy Grail
Digital
is King

45. Marketing Cloud: #1 Marketing Application
Unify Data
Build a single view of your customers, integrate
data from any source, and make it actionable
Personalize Journeys
Trigger timely, unique, and meaningful messages,
based on real-time customer behavior
Engage Cross-Channel
Deliver relevant content on email, mobile,
social, ads, and the web
Analyze Everything
Measure the impact of your business
and optimize every interaction
Create 1-to-1 customer journeys

46. Shared services across applications
The Salesforce Government Success Platform
2,700+ Partner Apps
Open Ecosystem
Workflow
Data &
Objects Identity
Fast App Dev & Customization
AnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
Trusted Multitenant Cloud
AnalyticsCommunityMarketingServiceSales Apps

48. Joel Book
Sr. Director, Digital Marketing Insight
Salesforce Marketing Cloud
@JoelBook
www.linkedin.com/in/joelbook/
jbook@salesforce.com