Speaker 0: We’ll go live within twenty seven seconds.

Speaker 1: K.

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Speaker 1: Oh, great.

Speaker 0: Yeah. Let’s let’s begin in fifteen, uh, once we have everyone. Alright. Hello, MarDreamin. Welcome, everyone. We are so excited to have you join us today. My name is Joy Alfonso from Sercante, and I’ll be moderating today’s session. Before we get started, here are a few housekeeping items to cover. Yes. These sessions will be recorded and will be made available on demand after the event. We will also be following up with them via email. If you have a question, post it to the q and a tab above, and lastly, use the chat. There’s emojis, GIFs, and more. We want to hear from you. Now let’s get started. I would like to introduce to you our speaker today, Munir Vijay, who has an awesome session ready for us today uh, to talk about marketing cloud as a social advertising platform secret cookie weapon. Over to you, Muneer.

Speaker 1: Thank you, Joy. Uh, hello, everyone. Um, Um, really glad to be here. Uh, Yeah. So today, we’re gonna talk about, um, using marketing cloud as a social advertising platform. Uh, we are facing the end of third party cookies, Google third party cookies, uh, which will come soon. And, yeah, there’s a way in marketing cloud to handle this, uh, issue. So let’s let’s dive in. Uh, just, um, to begin, I I just wanted to say, um, you can ask questions during the session. Joy will tell me if there’s something, uh, urgent, but I will, uh, answer questions at the end of the session. Uh, that that will be better. So let’s get started. Who am I? So I’m a Salesforce marketing champion. Uh, I’m I’ve been a consultant for many years now. Still consider myself consultant. I’m an ISV builder. Uh, I created five app exchanges, uh, dedicated to Salesforce Marketing Cloud. I’m a blogger about Salesforce Marketing Cloud and Salesforce marketing cloud careers. And what I love is making memes about Salesforce mark cloud. So if you follow me on LinkedIn, maybe you saw them. I post them on Friday, and it’s the best day of my of my week. So what are we gonna talk about? Um, we’re gonna talk about what’s happening today, what are the changes in tracking, and how we can leverage first party data for advertising. Then I’m gonna dive in marketing cloud advertising solutions. I’m gonna give you an illustration through three use cases. And at the end, we talk about, uh, the product’s cost, security, and where is the road map heading.

Speaker 0: the

Speaker 1: What’s happening, uh, in the cookie world these days? So cookie party cookies are set to disappear in July 24. And beginning in January, uh, 1% of Chrome users will be, um, transferred to cook list word. So it’s happening tomorrow, and it’ll be really impacting. Why is that happening? Uh, well, all this began, uh, related to concerns about user privacy and control we have over our personal data. And that, um, that pushed Google, uh, to to propose other solutions. So they’re proposing different solutions, mainly relying on the privacy, um, sandbox. Um, there’s also another protocol, uh, that is uh, proposed these days, which is The U unified ID two dot zero. But, well, what we’re gonna talk about today is really audience matching, which which, uh, seems to me, uh, your your best asset to face the the dawn of of cookies, um, the dusk of cookies. Just to give some numbers, as of today, you have 80% of performance marketers that use Google third party cookies for ads. And if you don’t have the the numbers, uh, in mind, I just want to let you know that in 2023, digital ad spend are estimated to reach 627,000,000,000, uh, worldwide. So we can do the math. And, also, um, you you could you can wonder why there’s no rush today, but, I mean, we all know marketers. We we we’re all marketers, and, yeah, we waited for, uh, for for for iOS changes to wake up, and we waited for GDPR to wake up. So I think everybody will try and wake up in July 24. So told you we were gonna talk about audience matching. So what’s audience matching? Audience matching is a strategy that enables advertisers to target specific groups of individuals based on their first party data. What does that mean? That means that you will select an audience, so a population in your in in your, uh, in in your marketing stack, talking about data cloud or marketing cloud. And you will push it to a social platform, and you you will push some identifiers, and the social platforms will will try to to find these users, uh, amongst, uh, their their users so that you can target them with ads. I’ll deep dive on on how it works, uh, in in a in a couple of minutes. So why should you match audiences with social platforms? First, they’ve got a very large user base. I’ve put the number just for Facebook, but, uh, you can easily get the numbers for each of them. But Facebook alone have over 2,800,000,000 monthly active users. Uh, nearly all social platforms allow for what they call custom audiences, uh, which are first party data integration mainly. So, uh, the the use case I just I just explained, you push data and you’re able to find your your customers on the social platform amongst the social platform users. So depending on the on the social platform, the identifiers won’t be the same. Uh, there will be differences, but we’ll talk about this later. Also, social platforms, they allow for multiple ad formats. So depending on the fact you you’re using Instagram or YouTube or um, Facebook or Snapchat or Pinterest, you’re not gonna push the same, uh, content and the same, uh, formats. So you can push short videos on Instagram, and you can push images, and you can push ebooks on LinkedIn. So each of these has different formats. Every social platform is really specific on how how conversion works. So, yeah, that that allows for different tactics and strategies. And the last part is you have really good, uh, performance tracking within these social platforms. I mean, it’s just like old TV, uh, but with analytics. You have a a wide audience, and, mainly, what they what they’re selling is is is time, uh, of of their users. So they’re gonna be very thorough in in giving you analytics about, uh, how many impressions your ad had, uh, conversions, time, dwell time, etcetera. So how can you advertise using Salesforce? Well, it’s mainly using, uh, marketing cloud suite, if I may say. You have two ways of advertising of reaching those social platforms with audience matching through Salesforce. So the first one, maybe all of you have heard of it, is marketing cloud advertising, which was called Advertising Studio. So if you’re using Marketing Cloud Advertising, it’s connected to Marketing Cloud. It’s a studio in advert in, uh, Marketing Cloud, and you can, uh, reach Facebook, Instagram, Twitter, Google Ads, Snapchat, Pinterest, and LinkedIn. And for the use cases, you’ll be able to perform audience matching. You’ll have activities in journey builder. You can, uh, create an ad a Facebook ad campaign. You can create lookalike audiences, and you can use lead captures lead capture tasks to, uh, retrieve users that, uh, fill the form. You also have now, uh, data cloud add audiences, which is approximately the same thing, but it’s not the same product. It’s an activation target in, um, data cloud. And you can use it to push audiences to meta, so Facebook, Instagram, to Google Ads, and to Amazon Ads. You don’t have the other channels, uh, that are available in marketing cloud advertising. And the only use case supported as of today is audience matching. So you can, uh, well, just as a small thing now. My recommendation, if if you’re wondering which one to use, is, um, um, if you want to, um, if you want to manage the the customer journey, if you if you want to manage the customer experience and you want to use social platforms as touch points in the journeys, I’d recommend you use marketing cloud advertising. And you can rely on an a data cloud audience, uh, through the connector between marketing cloud and data cloud. So you use, uh, the data cloud audience as a journey entry, and then you’ll use the marketing cloud advertising, uh, journey builder activities to match audiences with the desired social platforms. That seems to me the best way to to use them. It’s also less expensive. We’ll talk about licenses at the end, but, uh, data cloud ad audiences is pretty expensive, uh, well, regarding what it covers. And yeah. So I’ll get back to the presentation. So I’ve I’ve summed up here some characteristics about audience matching per channel. So when you’re matching a population, uh, with meta, you need to match at least 20 people, 20 contacts, 20 records, uh, to be able to use it in an ad campaign. And the average delay for, uh, for matching is two hours. So that’s that’s quite fast. You can do, um, you can match with Google Ads. You need a minimum audience size of 1,000 records, and it it refreshes in seven hours. And LinkedIn, uh, twenty four hours. Same thing for Twitter and and and it’s a bit, uh, less for Snapchat. Just wanted to say something here about, uh, audience matching. So the audience matching depends, uh, really on your industry. So if you’re if you’re a cosmetics company targeting Gen z and you’re you’re using TikTok for audience matching, you shall have, uh, an a nice match rate. If you are an insurance company and you’re relying on, um, Snapchat, maybe it’s not the good channel. But, uh, as everything in marketing, you should test this. Uh, test and learn everything. Test and learn for every channel. Um, we had surprises with some of our customers. Uh, it really depends. But, yeah, the the the match rate, uh, and your whole strategy depends on your on on on your buyer persona. So what are the features that you’ll find in marketing cloud advertising? Uh, there is lead capture. So connecting Facebook, Google, or LinkedIn advertising leads with marketing cloud data extensions or sales cloud lead objects. So this, uh, this feature, lead capture, is, uh, you can find it on the AppExchange. Uh, it’s free. So you can use it without subscribing to the rest of marketing cloud advertising. There are a couple of issues, uh, when when you sync data extensions, but, well, it it it works quite well. And it’s a it’s it’s an interesting use use case to get new leads in acquis acquisition. The the main feature is audience creation. So you can create an audience in marketing cloud advertising, uh, for Facebook, Instagram, Google Ads, LinkedIn, Twitter, Pinterest, and Snapchat ad accounts, either from a data extension, from contacts, or within a journey in Journey Builder. Um, Yeah. There’s something I forgot to tell you. When you match an audience with, uh, for instance, Google Ads, uh, you will push, uh, 100 k, uh, records, and Google Ads will reply to you, we matched 54 k records. They won’t tell you who these records are because the Google user didn’t allow Google to tell the brand that he’s using Google. So you will have the number. You don’t know who is matched. And, uh, this is the same for every plat social platforms. Uh, you’re gonna perform audience matching with it, and it’s normal. Uh, you can also, uh, create lookalike audiences. So a lookalike audience is a way that you, uh, reach new people that look like uh, your existing customers. Let’s say, uh, I wanna reach out to people similar to those who bought sneakers last month. So I’ll create a data extension with these, uh, customers, then I’ll share it with the social platform, and the social platform will propose people with similar characteristics based on what the social platform collects, uh, in terms of data. So lookalikes do not perform the same way on every platform, and you can’t create, uh, lookalikes within marketing cloud advertising for every platform. So you can create them for Facebook. But, for example, for LinkedIn, you can just push an audience to LinkedIn. And once, uh, you’ve created a custom audience from link uh, from marketing cloud in your LinkedIn ad account, you’ll have to create the lookalike audience within LinkedIn. But, anyway, LinkedIn will be able to calculate lookalikes based on what they know about their users. So depending on on the on on on the social platform you use, you won’t have the same lookalikes. Um, I’d recommend you, um, you segment your social platforms depending on your use case. I mean, when you’re using Google Ads, you’re targeting high intent. Uh, when you’re on LinkedIn, it’s more based on, uh, profile. So keep that in mind when when you when you’re using lookalikes. So, uh, there is one feature that is, um, quite lonely there. Uh, it’s ad campaigns. So the advertising campaigns, uh, activity supports only Facebook. So when you’re using marketing cloud advertising and only for Facebook, you’ll be able to push the whole ad campaign to Facebook, meaning the audience, the content, the budget, the name, the duration, and the the daily, uh, limits. So this is true journey builder. And, uh, well, a little warning about this ad campaign, uh, feature. Um, basically, you’re pushing content from Salesforce marketing cloud, which stores content in content builder mainly. So and content builder has pretty low limits, uh, regarding the size of, um, of of files. So, yeah, you can use this for, um, normal Facebook ad campaigns. If you wanna push, uh, ad campaigns through Instagram or short videos, um, I’m not sure marketing cloud will be the right place to store the the video nor Journey Builder to to push it to Facebook. Yeah. Also, what you can use is suppression audiences. So what is a suppression audience? Um, if if you’re not familiar with performance marketing, you can be, uh, a bit, uh, astonished to learn about how many, uh, how much brands do, uh, spend on social on digital ads every month. I think one of my customer do spend something like $34,000,000 per month on, uh, on on digital ads. When it when you reach these amounts, which are common, by the way, um, you don’t wanna spend money on people that, uh, have zero chance to convert. So here, your first party data is important. I mean, you can, uh, create an audience of people that just, um, reported, uh, a case, uh, reported, uh, unsatisfaction, or maybe just bought the same product you’re you’re you’re trying to push. And when you create this audience, you can create it as a suppression audience, uh, within the social platform so that, uh, uh, what will happen is that, uh, when when you create your ad campaign, you won’t you will, uh, you will not target this audience within, uh, your your ad, and you’ll avoid spending money on impressions and clicks on people that won’t buy your product. So this is all about media bidding optimization. So let’s see, uh, some some use cases about how we can do this. So I’ve gathered three, uh, three use cases. Uh, we can talk about a lot more, but those three, uh, seemed relevant to me. So the first use case you can use marketing cloud advertising is Labs customer reactivation. So you select an audience in Journey Builder of customers who haven’t made a purchase in a certain amount of time, and then you send them a promotional email, and you push the audience also to Facebook ads to retarget them on Facebook. What we see when you combine email and, uh, Facebook ads is, uh, you you have a plus 70% reach, uh, of your, uh, of your communication of your global, uh, journey builder communication, uh, because a lot of people won’t open this email, but they will go to Facebook. And Facebook has a pretty high match rate. And, also, you’ll have a plus I think the study is plus 116%, um, conversion rate. So this is a way to combine email and ads within a campaign, uh, within a journey and journey builder. And we’re working here on retention and reengagement. How you can use lookalike audience targeting? Well, this is more used in acquisition. Meaning, what what what you put in is a bunch of your, uh, best customers or maybe, uh, specific, uh, segments of your customers. You push it to the platform, and then you will target lookalikes on the platform. And you will get them either to your website or through, uh, a form that they will fill, and you you’ll be able to retrieve them, uh, from the social platform, inject them in Salesforce, create contacts, and then just nurture them. So this is interesting for for acquisition. You can build, like, um, you can build a a lookalike audience targeting machine. I mean, you push an audience, and every day, you refresh the audience with people that just subscribed from the lookalike from yesterday. You can automate this. And the last case I I want to talk about is unsatisfied customer suppression. So you, uh, send as a, um, a survey. Uh, following the cloud page submission, you detect the rating under three out of five. You create a case for customer care, and you remove the complaining customers from Google Ad campaigns. So you don’t, uh, spend money on on Google on these customers, and you don’t bother them with your brand. So I think there’s just, yeah, four minute left. So I’m gonna left I’m I’m gonna go over, uh, integration and and all this stuff pretty quickly. So regarding regarding integration, marketing cloud advertising is plug and play. Um, there there is not a real integration. You just have to connect the ad accounts, which requires to find, uh, people that are admins of the social platforms and that have access to Salesforce marketing cloud. But that that’s it. But as simple as it may seem, it needs a lot of training and consulting because often, uh, what happens is that email marketers and performance marketers, they don’t talk together. They don’t align. And you’re gonna spend, uh, budget that is normally used by by performance marketers. And this requires some alignment in process and some sharing sessions, maybe, uh, add some weekly or monthly meetings to align on how I use my first party data on social ad, uh, on social ads. So, yeah, this is the most, uh, challenging task. I’ve seen a lot of marketing cloud advertise advertising implementation, um, just not to be used because email marketers and performance marketers didn’t find a way to work together. Well, I’ll go quick on this. You’re sharing data with, uh, third party platforms, so everything is hashed, and you have, uh, all security considerations. Field level encryption is not supported, So, yeah, be aware of this. The pricing model relies on active audiences mainly. An active audience is an audience that is shared with a single network at a specific moment. And just a thing, um, when you use an audience in a journey, you can use it only in one journey. You can’t use it in, uh, in different journeys. So, yeah, it it you’ll you’ll use pretty fast a lot of audiences if you start using two channels and journey builder. So, yeah, that that’s all. I wanted to talk our, uh, to thank our sponsors. So I’ll I’ll let them. Uh, also, if, uh, I’ll let this slide, uh, in in the background. I’ve put here, uh, an advertising studio trail mix, uh, created by Publicis, which is, uh, quite thorough and interesting. Uh, you have a link also to, uh, Marketing Cloud, personalized ads guided tour. So you will see the screen, and you’ll understand how the how the tool works. And, yeah, you can follow me on LinkedIn. I post daily content about Salesforce Marketing Cloud and a lot about social platforms.

Speaker 0: Thank you, Muneer. That was an amazing session. And it looks like we’re out of time for q and a. So if you have any, uh, questions for our speakers today, you can always reach out to them directly on event chat. Again, thanks a lot for joining, and thank you to our sponsors without whom, Marjorie Ming wouldn’t happen. Thanks, uh, Munir, and have a good day.

Speaker 1: Thank you all. I’ll try to answer the questions. I see them here in the chat. So, yeah, uh, you can reach out to me also. Thank you, Joy. Thank you, everyone.