Category

Communities

Inclusivity in Advertising

Over the past few years, there has been a shift in marketing practices to convey socially driven stories. Brands are getting better at listening to feedback from consumers and aligning with their values.

Making The Change

Reality, Relatability, and Diversity.

It might come as no surprise that you see certain demographics collectively embracing brands that stand for something, focus on inclusivity, and try to make the world a better place. Previously the trend was to create brands and products that felt exclusive. Consumers responded to unrealistic fantasies that contrasted with their reality and would change the way they lived or saw themselves. That narrative has changed significantly and consumers now want reality, relatability, and diversity.

Exclusivity still is incredibly enticing to consumers, especially when it comes to luxury brands. Some people want to be sold an unrealistic dream from tall, thin, attractive models or an expensive product that promises to change their life in some way. In addition to that, the ideas of small-batch products, waitlists, memberships, rewards, etc. are also highly coveted by consumers.

The Shift to Diversity

Improving Our Society

While the appeal of exclusivity still exists among a particular demographic, our society is becoming more and more diverse and interconnected as time goes on, so why shouldn’t our marketing reflect that? The stakes are at an all-time high and it’s important for companies to be thoughtful about the messages, images, endorsements, and values that are being used to represent and promote their brands. According to Salesforce’s new research, 90% of consumers believe that businesses have a responsibility to look beyond profit and improve the state of the world.

The Goal

Power of Promotion

Advertisements that are inclusive and diverse are becoming increasingly common in today’s consumer market. Countless brands are getting involved in the manufacturing of products that can be marketed to different demographics as well as employing models that consumers might see as being relatable. The responsibility of marketers is to make sure the brand’s message is received in a way that resonates with people from all backgrounds, regardless of race, ethnicity, gender identity, age, religion, ability, sexual orientation, or otherwise. Now is a time to give a platform to the people that have been typically and historically marginalized or underrepresented. The goal of true inclusivity is to deepen customer relationships and encourage positive change. While acknowledging the great strides that have been made thus far, it is also important to recognize that there is still a lot of room for growth and improvement when it comes to inclusive marketing opportunities.

Salesforce Announces Lightning Partner Community

Lightning Partner Community is the latest addition to Salesforce Community Cloud, an online social platform the CRM giant rolled-out in 2013. The company announced on Thursday, Nov. 3rd, that its new tool will help businesses increase sales and close deals faster. It is available starting Friday with a Partner Community Cloud license.

via ZDnet

According to the CRM giant, Lightning Partner Community is designed to help businesses and their partners accelerate sales. Essentially, the Lightning Partner Community extends the sales, CRM, and AI tools a business is using to its resellers, franchisees, and channel teams.

For instance, businesses can now offer customers a branded user experience across devices via Lightning, access to artificial intelligence services via Salesforce Einstein for partners, and extend CRM records for sales opportunities.In June, the Community Cloud underwent a makeover to make its tool more user and mobile-friendly.

This is a great addition to Salesforce’s Community Cloud, which underwent a platform makeover in June ’16 to enable a more mobile-friendly and personalized user experience. Real-time collaboration with Chatter, file-sharing, and record-view makes it ideal for businesses searching for self-service solutions for employees and customers.

Share us your thoughts, or book an instant meeting and trial Salesforce Community Cloud for your business at CRMD.io.

ADP October Report Shows U.S Companies Added Fewest Employees in Last 5 Months

Data released from the ADP Research Institute last Wednesday revealed U.S Companies added 147,000 workers in October, the fewest in five months. American firms have cited a lack of available high-skilled workers in the talent pool as a contributing factor of the hiring cool down. Policy-makers at the Federal Reserve, however, remain optimistic about job growth and progress in the labor market.

Per Bloomberg Report:

“-Construction payrolls dropped by 15,000 last month, the biggest decline since May

-Factories shed 1,000 workers

-Employment at business services firms rose by 69,000 and payrolls increased by 38,000 in leisure and hospitality

-Companies employing 500 or more workers added 64,000 jobs; payrolls climbed by 48,000 at medium-sized businesses, or those with 50 to 499 employees; small companies’ staffs grew by 34,000

Read the full report and other insights at ADP Research Institute.

DREAMFORCE SESSION: Salesforce Communities Strategy

Implementing Salesforce Communities can be challenging without guidance or experience, especially as a new tool in the Salesforce.com arsenal.  I’ll share with you, my simple recipe for success in using the Salesforce Community Cloud.

1. Put the customer back at the center of your brand’s experience.

This means implementing a design process that is built from the customer-in, rather than from the product / department / technology-out.
What’s important to them?
Is it a quick check to see the status of their purchased products?
Is it an effortless experience to open a case with your customer success team?
Diluting your Community’s home page with a little piece of everything you want to share with your customer can cause confusion and leave a bitter taste.  Give them what they need, first – then share a bit of what else is available above the fold.

2. Understand the Community platform’s capabilities.

Next to anything is possible with Communities.  You can now achieve the branded experience your customers expect to receive.  But, how do you do this?  There are a few different avenues you can take.

The first option is to configure the Community with the Salesforce Community Builder (formerly called Site.com).  The Community Builder CMS (content management system) is a user-friendly approach to building Salesforce pages without requiring a coding background to maintain or update.  The drawback to this approach is the rigid structure of the CMS.  Reusable widgets would have to be coded using Force.com, and much of the out-of-the-box widgets are a bit buggy.  There are also a few limitations in exposing internal CRM content to the externally rendered pages.

The second option is to build the Community using the Force.com platform.  This will enable your developers (or ours) to code highly customized pages using APEX code contained in Visualforce pages.  While some knowledge of APEX code will be necessary to maintain the pages created here, the training is straightforward to do so.  This approach will take you the least amount of time, and yield the greatest results.

A third approach is to build the pages using Force.com as the container while the Community Builder CMS is used to manage the content.  This is a bit tricky to configure, but the bonus is that you may update the content without needing to modify code, while also being able to more easily marry internal Salesforce CRM content on the Community pages.

If you’d like to learn which approach is right for you, or find out more about the Community Cloud’s best practices, please attend our sessions at Dreamforce this year:

  • First Session: Salesforce Communities Strategy: A Simple Recipe for Success (Theater)
    10/13 Monday, 4:30 PM – 5:10 PM
    InterContinental San Francisco
    Grand Ballroom C
  • Second (Repeat) Session: Salesforce Communities Strategy: A Simple Recipe for Success (2)
    10/15 Wednesday, 5:00 PM – 5:40 PM
    InterContinental San Francisco
    InterContinental Ballroom C

Hope to see you there!