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Cloud Leader, Week of May 30, 2016 |
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CLOUD LEADER |
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News and Analysis to Guide Your Strategy |
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Editor's Note |
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Sapporo
Gets Results with Social Marketing
Traveling the world to talk with Oracle customers has always been
one of my favorite things about my job. But my visit to Sapporo
Breweries' Tokyo headquarters this spring definitely tops the list.
I got to share stories (and glasses of beer) with two experts in
social and content marketing who helped reshape Sapporo's marketing
organization to meet the demands of these new practices.
Their foray into social media marked a transformation of marketing
strategy at the company, refocusing tactics around direct, personal
interaction with customers. They jumped in if Sapporo products were
criticized on Twitter, for example, and found customers welcomed
the engagement. Today Sapporo's social and content marketing
efforts are delivering results: driving new revenue, providing
market insights to product development, and building relationships
with beer fans. Read more in Sapporo Brews New
Beers—and New Customers—with Social and Marketing Cloud
Ingredients. |
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—By Aaron Lazenby, editor in chief of Profit |
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More Cloud News |
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How
Oracle Created a Better Cloud Buying Experience
Whereas it used to take weeks or months to buy enterprise software,
it now takes just minutes or days to buy a cloud service, thanks to
the new Oracle Accelerated Buying Experience, introduced this year
to more than 20,000 Oracle salespeople worldwide. This is the
story of how Oracle built that experience, using its
own cloud services, and what other companies can learn from
Oracle's revamping of sales, service, and configure-price-quote
processes on a global scale. |
Western Union's Big Payoff
Western Union Business Solutions (WUBS) executives moved to Oracle
Marketing Cloud to drive higher-quality leads into the sales cycle,
close them more efficiently, and directly attribute revenue to
marketing campaigns. "Everybody is working hard, but now they can
use data to know whether they're working smart," WUBS CMO Nick
Cerise says. Learn more about how WUBS transformed its
B2B marketing strategy. |
A Practical Guide for Transformation in a Huge Company
As Oracle makes a generational technology shift to cloud computing,
it uses a four-step process for transformation: simplify,
standardize, centralize, automate. Loren Mahon, a vice president
driving that process, shares her advice for making that process
work, including forcing teams to share information in new ways. "I
look at my team as a silo buster," Mahon says in this
article. |
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Cloud Innovator |
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How
T-Mobile Netherlands Learned from a PR Crisis
When an influential customer used social media to denounce T-Mobile
Netherlands's customer service, the Dutch wireless carrier faced a
PR crisis. But company leaders used this crisis to abandon many
traditional business practices—including how they measured contact
center performance. "We encouraged our service staff to break every
convention and challenge the status quo in any way possible," says
Edouard Leeuwenburg, of T-Mobile Netherlands. Learn how
the company now uses Oracle Service Cloud as its knowledgebase,
helping the company nurture customer forums and helping agents
capture and share feedback from the company's product pages, social
pages, and contact center. |
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