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Creative playbook

Salesforce | Last update:

07/26/2021

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CDP-DTR-Tableau

Hello. We’re Thinkmojo.

On the agenda today.

Team Intros

Project Scope & Process

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Story Deep Dive

Brand Review

01.

02.

03.

05.

Amy Caffee

Producer

Andrew Morrison

Parther, Strategy

Meet your new colleagues.

Deliverables

7 to 9 Product Moments

20s loopable animations

8 Micro-Moments social�5s animations

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01.

02.

4 Pain Points / Stories:

20s videos

03.

7 to 9 Product Moments

20s loopable animations

8 Micro-Moments social�5s animations

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04.

05.

Trust the process.

Story Concepts

Draft Scripts, Moodboard | 2 weeks

Look & Feel

Style Frames, Music & VO | 2 weeks

01.

02.

Moodboard

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Styleframes

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Storyboard

The best way to grow your business

Ready for animation

Is to grow your relationships.

Ready for animation

To personalize every customer experience, so you can turn customers

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Ready for animation

Into loyal customers.

Ready for animation

Salesforce CDP

But to accomplish that, you need to do a few things.

Ready for animation

Tableau

You need to create a single source of truth for the customer data.

Ready for animation

Tableau

You need to create a single source of truth for the customer data.

Ready for animation

Datorama

You need to explore that data

Ready for animation

So you can understand what your customers prefer.

Ready for animation

And you need to measure your impact

Ready for animation

So you can make those experiences even better over time.

Ready for animation

But like any process,

Ready for animation

Doing one isn’t enough.

Ready for animation

And doing them in siloes isn’t much better.

Ready for animation

That you maximize your impact.

Ready for animation

That you maximize your impact.

Ready for animation

That you maximize your impact.

Ready for animation

With Salesforce CDP, Tableau, and Datorama working together

Ready for animation

You can deliver personalized experiences at scale, from one solution.

Ready for animation

Salesforce CDP ingests customer data from all your many sources,

Creating a single source of truth where it’s mastered and mapped

With privacy and compliance already in place...

You can segment that data easily

You can segment that data easily

based on the attributes that matter to you,

Ready for animation

based on the attributes that matter to you,

Ready for animation

So you can find your most highly-engaged users fast.

Ready for animation

And when you need deeper insights,

Ready for animation

Just drop those audiences into Tableau and see the why behind the what.

Ready for animation

Just drop those audiences into Tableau and see the why behind the what.

Ready for animation

Making it clear which message resonates with which audience,

Ready for animation

So you can tailor the right messages from each one.

Ready for animation

And with Datorama’s out-of-box analytics you can optimize

the impact of your marketing in real time,

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Ready for animation

so you’re always improving the customer experience, which leads to more growth.

It doesn’t just benefit marketing, either.

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Ready for animation

It doesn’t just benefit marketing, either.

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Ready for animation

Because when you better understand your customers, you can make every customer moment more personal, contextual, and human,

Ready for animation

Because when you better understand your customers, you can make every customer moment more personal, contextual, and human,

Ready for animation

Personalization is a process.

Ready for animation

Master it - with Salesforce CDP, Tableau, and Datorama.

Ready for animation

Go to Salesforce.com/cdp to learn more.

Ready for animation

Story Discovery

CONCEPT #1:

“Doing one isn’t enough”

REVISED

MESSAGE: To deliver personalized experiences, you need to do a bunch of things - and doing them in siloes isn’t enough. You need to do them together.

1. “Doing one isn’t enough” REVISED

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The best way to grow your business is to grow your relationships.

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To personalize every customer experience, so you can turn customers into loyal customers.

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But to accomplish that, you need to do a few things.

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You need to create a single source of truth for customer data.

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You need to explore that data so you understand what your customers prefer.

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And you need to measure your impact so you can make those experiences even better over time.

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But like any process, doing one isn’t enough. And doing them in siloes isn’t much better.

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It’s only when you tackle them together that you maximize your impact.

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With Salesforce CDP, Tableau, and Datorama working together, you can deliver personalized experiences at scale, from one solution.

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1. “Doing one isn’t enough” REVISED

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Salesforce CDP ingests customer data from all your many sources, creating a single source of truth where it’s mastered and mapped with privacy and compliance already in place...

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You can segment that data easily, based on the attributes that matter to you, so you can find your most highly-engaged users fast.

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And when you need deeper insights, just drop those audiences into Tableau and see the why behind the what, making it clear which message resonates with which audience, so you can tailor the right messages for each one.

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And with Datorama’s out-of-the-box analytics, you optimize the impact of your marketing in real-time, so you’re always improving the customer experience, which leads to more growth.

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It doesn’t just benefit marketing, either. Because when you better understand your customer, you can make every customer moment more personal, contextual, and human, whether it’s in marketing, commerce, service, or sales.

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Personalization is a process. Master it - with Salesforce CDP, Tableau, and Datorama.

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Go to salesforce.com/cdp to learn more.

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Look & Feel

Style exploration 1

Note:

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Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Style exploration 2

Note:

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Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Brand

Discovery

Color Palette

Logo

Typography

Primary Font: �Avant Garde Demi�

Secondary Font: �Salesforce Sans

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Iconography

Brand Elements

Download Files ↗

Brand Elements - Trees

Download Files ↗

Brand Elements - Icons

Download Files ↗

Brand Elements - Characters

Download Files ↗

Brand Elements - Characters

Download Files ↗

Brand Elements - Objects

Download Files ↗

Brand Elements - Devices

Download Files ↗

Archives

CONCEPT #1:

“Doing one isn’t enough”

ORIGINAL

MESSAGE: To deliver personalized experiences, you need to do a bunch of things - and doing them in siloes isn’t enough. You need to do them together.

1. “Doing one isn’t enough”

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The more your customers trust you, the more they’re likely to spend.

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And the best way to gain that trust is to personalize every customer experience.

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But to do that, you need to do a few things.

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You need to create a single source of truth for customer data.

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You need to explore that data so you understand what your audiences respond to.

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And you need to measure your impact so you can make those experiences even better over time.

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But like any process, doing one isn’t enough. And doing them in siloes isn’t much better.

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It’s only when you tackle them together that you maximize your impact.

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With Salesforce CDP, Tableau, and Datorama working together, you can deliver personalized experiences at scale, from one platform.

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1. “Doing one isn’t enough”

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Salesforce CDP ingests customer data from all your many sources, creating a single source of truth where it’s mastered and mapped with privacy and compliance already in place...

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You can segment that data easily, based on the attributes that matter to you, so you can find your most highly-engaged users without the help of a data scientist.

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And if you want to dive deeper, just drop those audiences into Tableau where you can see the why behind the what, making it clear what resonates with which audience, so you can tailor the right messages.

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And with Datorama’s campaign analytics, you see how those messages are performing in real-time, so you’re always getting better.

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It’s not just for marketing, either. These tools are so intuitive that every employee, across commerce, sales, customer service, and more, can explore their data and create better customer experiences.

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Personalization is a process. Master it - with Salesforce CDP, Tableau, and Datorama.

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Go to salesforce.com/cdp to learn more.

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CONCEPT #2:

“Doing it”

MESSAGE: Instead of talking about doing these tasks separately, talk about the difficulty of doing them at all - then pivot to how Salesforce’s trio of tools makes it easy.

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2. “Doing it”

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As a marketer, you know the importance of delivering personalized customer experiences.

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You know that it’s not good enough to just collect, clean, and unify your customer data.

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You also need to explore it, dive deeper, and understand what your audiences respond to.

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And you know the importance of measuring your campaigns so you can get better over time.

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The challenge is doing it.

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Because when you have a patchwork of disconnected legacy tools, the whole task of “personalizing experiences” can feel... monumental.

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But Salesforce is here to help.

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With Salesforce CDP, Tableau, and Datorama working together, you get everything you need to deliver personalized experiences at scale, in one platform...

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2. “Doing it”

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It’s a game-changer.

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Now, with Salesforce CDP, you can automatically collect all your customer data into a single source of truth where it’s mastered and mapped with privacy and compliance already in place…

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CONTINUE WITH rest of the script.

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CONCEPT #3:

“Company-wide”

MESSAGE: Speak more broadly than just marketing - talking about experiences across all lines of business, and how Salesforce allows all employees to create personalized experiences.

3. “Company-wide”

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Customers expect personalization - whether in their marketing offers, customer service, or e-commerce experiences.

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But to create those experiences, you need to unify everything you know about your customer and allow employees from every line of business to explore that data themselves.

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And then, you need to measure your impact, so you can make those experiences even better over time.

The problem? Most companies use a patchwork of disconnected legacy systems - so this dream of a seamless cycle of personalization remains just that, a dream.

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But not with Salesforce.

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Our suite of tools - Salesforce CDP, Tableau, and Datorama - let users create and deliver personalized experiences across your entire organization.

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It starts with a single source of truth...

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3. “Company-wide”

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Salesforce CDP ingests customer data from all your many sources, creating a single source of truth that can be used to create personalized experiences company-wide…

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CONTINUE WITH deeper dive.

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CONCEPT #4:

“Really know each customer”

MESSAGE: Focus more directly on CDP and have the Tableau and Datorama integration spin off from that.

4. “Really know each customer”

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You can’t create personalized experiences for each customer if you don’t really know each customer.

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And you can’t know each customer if their data is all over the place - scattered across a patchwork of legacy tools, none of which communicate with each other.

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That’s why there’s Salesforce Customer Data Platform.

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Salesforce CDP creates a single source of truth for all your customer data, so marketers can truly know their audiences.

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And because Salesforce CDP integrates with Tableau and Datorama, marketers don’t have to juggle tools to create personalized experiences.

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For the first time ever, they can do it all, at scale, easily, on one platform.

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Here’s how.

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Salesforce CDP ingests customer data from all your many sources…

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CONTINUE WITH deeper dive.

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CONCEPT Recap

1. “Doing one isn’t enough”
1. It’s only when you do all the steps together that you can deliver personalization at scale.

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• “Doing it”
• It’s hard to personalize experiences at all with a patchwork of tools

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• “Company-wide”
• Instead of focusing on marketing, speak more broadly about personalizing experiences across every line of business.

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• “Really know your customer”
• Focus directly on CDP to start and allow Tableau and Datorama to flow from there.

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Great. We’ve kicked off.

What’s next?

• This week:
• Gather any additional assets for our work together
• Schedule a demo
• Schedule our concept call �

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Great. What’s next?

• For today:
• Give us your high-level thoughts on the concepts, including anything that stands out to you�
• In 48 hours
• Leave feedback on the concepts regarding what you like/don’t like from each.
• Provide a consolidated list of your favorite concept or concepts. If you have more than one favorite, we can work on creating a hybrid that incorporates your feedback.
• Alert the Producer when all of your feedback has been consolidated and is ready to share.

Great. What’s next?

• For today:
• Give us your high-level thoughts on the storyboard, including both the story and the visuals.�
• In 48 hours
• Leave specific feedback directly on the storyboard with comments (please don’t edit the script in line on the slides).
• Provide any high-level consolidated feedback from your stakeholders in a comment, an email to the Producer, or on a separate doc.
• Alert the Producer when all of your feedback has been consolidated and is ready to share.

A Video! What’s next?

• In 48 hours
• Leave specific feedback directly on the WIP Video by using the commenting feature of frame.io.
• Provide any high-level consolidated feedback from your stakeholders in a comment, an email to the Producer, or on a separate doc.
• Alert the Producer when all of your feedback has been consolidated and is ready to share.

Story Concepts

Concept # 1:

“One Moment

at a Time”

MESSAGING: Since customers experience your brand seamlessly across channels, you should think of your marketing the same way. Salesforce helps you do that.

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TONE: Conversational, thought-leadery

Go to Google doc ↗

“One Moment at a Time”

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Customers experience brands one moment at a time.

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Could be an ad on their social media feed; an email from your marketing team; or another quick interaction across dozens of touchpoints.

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If one of those experiences go south, seems impersonal, or is just disconnected from your brand, your customer come away feeling… ‘blah’.

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That’s why it’s never been more important to create personalized experiences across all your marketing channels.

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The only way to do that? Put your customer at the center of everything.

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The Salesforce Marketing Cloud empowers you to deliver a seamless marketing experience that delivers real, personalized value at every stage of the customer journey.

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That starts with knowing who your customer really is.

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CONTINUE WITH a deeper dive into Customer 360, Interaction Studio, and Datorama.

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Google Doc ↗

Concept # 2:

“Be Everywhere”

MESSAGING: The need to be everywhere with your marketing creates risk. If a single experience goes bad, everything falls apart.

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TONE: Urgent, ambitious

02. “Be Everywhere”

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To drive growth, you need to be marketing everywhere - reaching every customer, on every channel, at every stage of the customer journey, with content that’s tailored to them.

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It’s the new standard in marketing, and while it creates new opportunities, it also poses new risks.

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Because if just one of those interactions goes bad, that can sour a customer on your brand forever.

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The way to avoid that - create an integrated marketing strategy that’s built on a single source of truth. so everything the customer sees is tailored to them, and working toward one goal.

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This is the Salesforce Marketing Cloud.

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It combines everything you know about your customer, from every available data source, and puts it all in one place. And from there? You can do incredible things.

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CONTINUE WITH a deeper dive into Customer 360, Interaction Studio, and Datorama.

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Story Recap

• “One Moment at a Time” - conversational, thought-leadery
• Marketing should connect the touchpoints.

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• “Be Everywhere” - urgent, ambitious
• Lot of room for error out there.

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• “From Challenge to Opportunity” - conversational, bold, aspirational
• So much data, so many opportunities for insight.

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• “Realign Your Thinking” - conversational, visionary, less product-focused
• You need to change how you even think of reaching your customers.

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• “New Customer, New Marketer” - conversational, bold, direct
• New kind of marketer needs to put data at center of everything.

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“Different Methods”

Pain Point #1

Animatic (WIP)

Rough sketched preview�

This is only a preliminary version of the video, assembling successive sections of the WIP storyboard and adding a temp soundtrack for general tempo purposes.�

Preview link:�

https://f.io/ypjPzatS

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Notes:

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Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

“Tired of paying vendors with different methods?”

Scene 1

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

“On different terms?”

Scene 1

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

“From different platforms?”

Scene 3

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

That makes it harder to track payments…

End Card + CTA

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

CTA

Moodboard

Playful & Cute, Flat Illos.

Colorful Fantasy & Clean, Stylized UI.

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Music & Sound

Voice Over Auditions

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Go to Playlist ↗

Music Options

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Go to Playlist ↗

Deliverables

Hero Video

Transitions

Primary Font: �Avant Garde Demi�

Secondary Font: �Salesforce Sans

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Character Designs

Campaign Deliverables

Go to files ↗

Feedback

Round 1 | Last update:

09/02/2020

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Style Frame 1

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Style Frame 1

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Style Frame 1

One-click delivery

Balls drops on dominos which pushes a finger to tap the “buy” button on the phone. ‘5-star’ icons pop up and a door opens. Codey is off to deliver the goods.

Milestones

• Concept Presentation
• This is a presentation of several hooks/approaches to the story. We’ll explore the best way to grab our viewers’ attention and the right tone.
• Storyboard + Moodboard Presentation
• This is a deck we’ll present with sketched out scenes to show the visual elements that will accompany the full script. We’ll also present a moodboard to get your feedback on the style we’ll explore. The style will be refined while we revise the storyboard to prepare us for animation. We’ll also share your voiceover auditions at this time.
• First WIP Preview
• The first cut of your video! This is a work in progress, but should give you a great idea of timing, tone, and the visuals. We’ll get your feedback and incorporate it as we work toward a full preview. This preview will not include sound effects, and you’ll select your background music during this phase.
• Delivery

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Milestones

• Concept Presentation
• This is a presentation of several hooks/approaches to the story. We’ll explore the best way to grab our viewers’ attention and the right tone.
• Storyboard + Moodboard Presentation
• This is a deck we’ll present with sketched out scenes to show the visual elements that will accompany the full script. We’ll also present a moodboard to get your feedback on the style we’ll explore. The style will be refined while we revise the storyboard to prepare us for animation. We’ll also share your voiceover auditions at this time.
• First WIP Preview
• The first cut of your video! This is a work in progress, but should give you a great idea of timing, tone, and the visuals. We’ll get your feedback and incorporate it as we work toward a full preview. This preview will not include sound effects, and you’ll select your background music during this phase.
• Delivery

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02. Micro-Moments

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• 8 loopable animations

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• 5s seconds long

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• Soundless�
• Extracted from Product Moments�
• Optimized for social distribution

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03. Pain point / Stories

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• 4 loopable animations

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• 20s seconds long

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• Voice-Over�
• Video player

Look & feel

VS

ARCHIVE

Whether it’s in marketing, commerce, service, or sales.

Ready for design

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It’s only when you tackle them together

Hold/Revisions

And with Datorama’s out-of-box analytics

REVISE CONCEPT

you can optimize the impact of your marketing in real time,

REVISE CONCEPT