a broadcast is now starting all attendees are in listen-only mode good morning or good afternoon depending on where you’re joining us today we’re thrilled that you’re here for this webinar which is focusing on getting started with Salesforce for advancement and more specifically today we’re focusing in the areas of alumni relations and engagement joining you today guiding you through this webinar and there are three of us so my name is Carrie Fadden I’m here on the left of your screen and I work at Salesforce org in the customer adoption team and focused on higher ed content prior to coming to Salesforce I worked in higher education for 18 years in a number of different functional areas but the last position I had was in advancement in Alumni Relations and I’m joined today by Nathalie and Dan and I’m just going to give them each a few seconds to introduce themselves so we’ll start with Nathalie thanks Carrie hi my name is Natalie Dean Burke and I’m a success content specialist at Salesforce I’ve been at Salesforce for about three years now and prior to that I was also in higher ed I worked at Cornell in student services happy to chat with you guys today and Dan yep great hi everyone this is Dan Nubert today is actually my 4 year anniversary with Salesforce that’ll work thanks from the time today and previous to coming to Salesforce I have a background as consultant implementing CRM mostly and advancement and looking forward to the conversation today dan congratulations I had no idea I would have totally announced that for you so great it’s so great to have you here and thanks to both of you for your help let’s cause quickly and review our forward-looking statement if you’ve attended one of our webinars you’ve seen this before and it’s just simply a reminder to make sure that any purchasing decisions you make are based on services or products that are currently available and not any forward-looking or future products that we might mention I also want to pause before we get to content and just make a quick note about lightning many of you have already heard about lightning and that a few years ago Salesforce introduced this new user interface a much more modern look and feel called the lightning experience if you are more familiar with what’s on the left then you are probably a Salesforce classic user and if you the right looks more familiar then you’re already on lightning but I do just want to make sure that you know that the future is in lightning and if you haven’t started your transition yet there is no time like now to do so and on this slide we’ve linked to some resources that can help you get started and in fact there are a number of resources that are do-it-yourself and then also one that is what we call our lightning transition bootcamp which is a six-week webinar session for higher ed and nonprofit users to step-by-step with you on a weekly basis make that transition to lightning so I’m but you to learn more about that if this is of interest to you we are recording today’s webinar and we will mail you the recording along with the slide deck and we will also post these in the power of US hub if you have any questions today you can use the Q&A widget the questions widget on the right Natalie will be monitoring that for us and then bringing a few questions forward to share with the group if we don’t get to your questions we can continue this discussion in the power of US hub which is our own community for nonprofit and higher ed users and I’ve linked here to it to recommended groups the sector for higher ed and also system administrators I’ve also created a trail mix for this webinar and if you’re not familiar with trail mixes they are part of trail head and there’s simply a grouping of resources anything from trailhead units and modules also adding in some additional links help and training documents blog posts all around a certain topic so when we send you the follow-up email they’ll also be a link to that trail mix so you can find some additional information and learning on the topics that we’re covering today this webinar is the first in a weekly series of webinars meant to help you get up and running on Salesforce for advancement as I mentioned at the beginning today we’re focusing on the second area excuse me today we’re focusing on an area of alumni engagement and relations and so you can see that’s in this middle one where it says deepen relationships if

you’re new to Salesforce we encourage you to kind of go back and look at learning the basics there is a knowledge article that is public-facing called Salesforce fundamentals for higher ed and then just last week Natalie and I ran a webinar about planning for success for higher ed customers using Salesforce those are great ways to prepare for Salesforce projects and to make sure that you kind of know where you’re going as you’re moving along this journey so you can also sign up for our additional webinars in this series next week we’ll talk about fundraising and growth on Monday and then the following Monday we’ll go jump into data and insights and you can find links to register for these webinars in this slide deck when it’s mailed to you or in the knowledge article that I reference here so we invite all of you to continue with us on this journey I also want to find out who’s with me today we’ve talked a lot about who we are and what we’re going to be presenting today but I’d like to know who’s on the webinar today and perhaps what roles you’re in so Natalie would you mind yes thank you adding that poll for us so the question is you know who’s here today and GoToWebinar only gives us a few options so of course you may not be in any of these options but I’m wondering how many of you are administrators are working in the fundraising space perhaps as a major gift officer those of you who are in advancement I tier services and anyone in central IT and for other you can just pop that in our question area just let us know what your kind of other area is and we can read a few of those but it just kind of helps us set scope for who we’re talking to and you know who maybe we need to do some follow-up with if we didn’t get to the content that is relevant to your position looks like we’re about eighty six percent of you have voted so we’ll give them another couple of seconds Natalie if that’s okay all right I’ve seen no movement so let’s close this poll and we’ll share the results so the majority of you and the call today are our Salesforce administrators and that is who we build our webinars for however we still do make nods and talk about the user experience so those of you who are fund raisers you probably can still get some some good tips and tricks today and as Natalie and I know and even Dan many of you play multiple roles so we you might have some advanced Salesforce knowledge and then for our other let’s look in our window here and see up someone’s in Alumni Communications Natalie did I miss any other ones nope that’s all I see – okay perfect so great everyone we’re so glad you’re all here and we hope that you can each find some content that makes sense to you but just know my presentation here that we do design it for system administrators so if something’s a little too technical we apologize but we’re really reaching a wide audience here so first things first what are we covering today we’re gonna start with a quick review of some of the content you may have missed in the previous planning webinar and just give a highlight of what we mean when we’re talking about Salesforce for advancement then we’ll talk a little bit about the ways in which we can use Salesforce to monitor and track alumni engagement and then finally close the webinar by offering you some additional places to discover and learn earn in order to extend the Salesforce platform and perhaps meet some of your project goals that you’re thinking of so first things first that Salesforce for advancement overview many of you might be new to Salesforce or even if you’re a current customer you might start to notice that Salesforce doesn’t have that traditional out-of-the-box point solution that those of us in higher ed have become familiar with for years we’re used to seeing a product buying it and turning it on however this is actually an advantage to us if you replace the term sales in Salesforce with you know advancement or engagement you can see that it is ready-made so advancement is a product where we’re focusing on creating relationships and moving people through a cycle in order to get to an outcome and those are all things that Salesforce does very well on this slide you I’m showing you how we categorize the advancement space so and our webinars are built in the same vein so they look at what can you do with

Salesforce alumni relations and engagement today what are the things in Salesforce that you can use for fundraising and growth and then what are the products and native Salesforce features that you can take advantage of to really dig into some data and insights if you’re looking for more information about these when you get the slide deck you can see down here there’s a link to the advancement e-book which really highlights how again we use the space and then also on the right on the Trailblazer guide will show you how current Salesforce customers are using the platform to really be innovators so next up is education data architecture or EDA the education data architect architecture serves as our unified data structure to support the full student to alumni lifecycle one thing you need to know is that this was formerly called Heda the higher education data architecture and if you knew he done and are now looking at either really the main difference is that we’re opening the space up so that it’s all education and not just higher ed so for those who are in K through 12 they’ll have the same type of architecture as their base as you do and the one thing that is that I really appreciate about EDA is that it’s a flexible framework and that’s why we can create this framework for K through 12 and higher ed because you get to decide the features and functions of EDA that you want to use it’s really meant to be kind of mean not just flexible but also peace and parceled in order to meet your goals and we’ll go a little bit more into this about what you might want to use in the advancement space but just know that so much innovation is happening in this data architecture and it really is the foundation of what you’re trying to build using Salesforce if you were in our last webinar on planning for success this was one slide that we highlighted at the end and I think it’s important to reiterate even if you’ve seen it before one of the things you need to think about before starting any project is making sure that you’re successful and so this diagram is helping you figure out where is kind of that sweet spot for project success and if you’re looking here you can see that our recommendation is that you find a level of complexity for your project that is middle-of-the-road not too low where you’re like why are we even doing this project but not so complex that you’re at risk for really not being able to to complete it and also making sure that your alignment and commitment is high and so alignment is making sure that everyone on your team understands what this project is about and is focused on moving towards that end goal so really clear outcomes and then commitment is not only institutional number of people committed to the project and dollars and those things but also level of readiness for change you know a lot of times you can have a great budget really have perfect consistency and alignment and where you’re going but then of a sudden you realize that that office is not ready to stop doing the process in the way that they want to do it and so that is also something to consider so again that sweet spot is the balance here between complexity and alignment and commitment and I invite you to watch that webinar if you haven’t if you want to learn more about how to manage a successful sales first project but let’s jump into tracking alumni engagement it’s something that all of you on the call are probably thinking about as part of your project how do we know the alumni that are most engaged or that we need to move forward and so to kind of give context to this I want to make sure we understand what Salesforce is and what Salesforce is it and so Salesforce is a CRM a customer relationship management tool and it is about relationship building so you can see on the right here that when using a CRM that’s at the center of your alumni relationships and it’s really driving your business processes looking at the left when you just have a system of record or a database as the center that’s just really the you know the customer driving those business processes you’re just kind of categorizing so what I want you to think about is if you’re using Salesforce it’s great to collect data and we will talk a lot about data quality and how important it is but it’s if the CRM is not intended just to store information what we really need you to kind of reshape and focus is that we are using Salesforce to learn more about your alumni and your relationship to them and what are the steps you are going to take as a result so it’s all about this continuous action so let’s look at a few pieces and parts that I think are in Salesforce that connect best to alumni

engagement this screen is showing you that you can use some EDA objects called relationships and affiliations to help understand who your alumni are connected to and so the relationship custom object will track relationships between contacts so this could be their spouse parents children a major gift officer there were or anyone else that they’re related to in your particular Salesforce org affiliation custom object will allow you to track affiliations between contacts and other accounts that’s the difference there so there are already six different account record types available in EDA that you could leverage or you can create your own custom record types and I have a few examples here perhaps it’s a sports team they played on who they work for or different departments or majors or even Student Activities that they were in so I think these two are particularly useful because you can track and report on these objects to better understand the connections your alumni have to each other to the college or university or perhaps even outside your institution and then use this data for planning your outreach and communication strategies there are also some sales for standard objects that fit well with alumni relations and engagement the last slide I talked about those two custom objects here for this we’re gonna focus on opportunity case campaign and lead and again if you’re if you are using Salesforce these are old hat you definitely know what they are but I did want to make sure those who are new kind of understood what we mean by these and how they translate into the higher ed and alumni relations area so opportunities are really tracking someone’s chance to give back and I’m going to go through later an example of recruiting someone for a volunteer role cases are on alums request for help or a constituent request for help so perhaps an alum wants a copy of their transcript or they have a question they can use a case and that’s a great way to track from start to finish campaigns are our calls to action perhaps they’re an email request for alumni to volunteer or to be a mentor to current current students or to attend an event that you’re putting on we can use campaigns to modern monitor that and finally sometimes one that gets underutilized in higher ed I think but still is something to look into is using lead where it’s tracking who should showing interest right now in your college or university which alumni are kind of saying reaching out and saying hey talk to me so perhaps it’s someone who filled out a form on your website they check-in online at your event it can create a lead showing you that there currently are interested in what you’re doing all right we’re going to spend the next few slides going into each of these or a few of them rather and in debt in depth and so I’m gonna start with campaign objects I do think it’s a very powerful tool for engagement so a campaign as an object in Salesforce that basically represents outgoing communication to a constituent in this case it’s our alumni a single campaign record could represent direct mail email phone or even an event invitation and within these there are campaign members and what I’m showing you here is that you can build a hierarchy to track how your campaigns are related to one another and then that really is ideal for reporting and understanding what is working to engage your alumni and what isn’t so the example on this screen is we’re starting with a parent campaign of your reunion weekend and then the child campaign in the middle there is some different ways we’re reaching out to alumni and then each of those have their own type of sub category and so we can figure out is Direct Mail still working as a way to engage and recruit alumni to attend reunion or is email better so again it’s really meant to help you analyze and track the ways that you’re reaching out to our alumni and which is most effective there’s no one way to set up a campaign Dan’s gonna walk us through kind of a how-to of this and a little bit but this is the this is the highlight of what it is you can also use Salesforce reports and dashboards as a way to get a visual of how engaged your alumni are perhaps its campaign performance as I had added on here I’ve also added something that’s saying who don’t we have email for and alumni who haven’t been active in the last 30 days these are just examples but you could create some metrics and reports in your Salesforce instance and have them displayed visually just like this but I did want to just give

some practical advice on how to make the most out of your reports and dashboards so first is having a plan and designing first you know who is the audience is it is it your internal staff who are fundraisers or yours your alumni engagement staff or both and knowing that what are you trying to achieve and are there any security scope or other considerations you want to have them play so for example if you’re sharing gift information on this dashboard or something a little more personal that you don’t want all staff to to know about how are you accommodating that then you move to the build phase and we recommend you create perhaps your dashboard maybe like a newspaper where there’s a strong headline you’re having pictures it’s telling a story and then at the basis of it using good reports and then finally think about how you’re going to get this dashboard into the hands of the users who need it perhaps by embedding it on a home page encouraging users to collaborate or subscribing groups of users to your dashboard and finally want to talk to you about email so I put this one in it does feel a little disjointed to me but I wanted to make sure I had a nod of it somewhere because most of us are engaging with our alumni or your staff or engaging people and life through email so I wanted to make sure you knew that you can easily and quickly integrate Outlook or Gmail with Salesforce in order to associate those emails to Salesforce records you can create records using this integration view related records access Salesforce tasks etc and there’s no cost to setting this up to use this email integration but your user does need to have a Salesforce license and I’ve added more information about this in our trail mix that this is something you want to take advantage of which I hope you do it’s a great way to track how your staff are engaging with your graduates in alumni I’ve done enough talking and so it is time now for a demo I’m going to turn my screen over to Dan yes and Dan’s gonna walk us through two things that we I just talked about one is campaigns seeing how you set those up doing it in action and two is setting up a dashboard and seeing how easy that is to get started on great thanks Kari looks like my screen it’s coming across okay yep we got it awesome and great to see some familiar names in the attendee list and thanks for joining us so like I mentioned a quick little first part of our demo here I’ll go through a little bit about our campaign object one of the more flexible parts of Salesforce and then we’ll look at creating a quick dashboard a really easy way to visualize some of the reports that you can create within Salesforce so I’ll use the same example and and Kerry talked about reunion weekend so by going to my an existing campaign this is a place where we can track all of the efforts for that as Kerry said call to action right so the the nice part about campaigns is we can organize them with sub campaigns and this could be the different channels that you’re using to reach out to your alumni in this example for reunion weekend or or lots of different use cases and then I’ll show you how you can do some reporting on all of this today which is really at the point at the at the end of the day and of course this is a an object just like any other object within Salesforce meaning you have all the same functionality to organize this as far as how to look and different custom fields that you can add to this as well to track to track data that is unique to your your organization okay so let’s add a quick campaign so I’m going to come back to my list view here and just click on new and as you can see here I have the opportunity add a child or parent campaign and what I’m gonna do is add a direct mailing campaign for Union weekend so I’ll leave that on child and we’ll call this our reunion week in nineteen dreck mailing you can see there’s plenty of other detail I can add here I’m gonna go ahead and relate this to our parent campaign which is reunion weekend so pretty easy to do that and then for reporting for excuse me for reporting purposes maybe I want to add some dollar figures around planning budgeting costs things of that nature to be able to report against that at the end we’ll see that in a moment so I’m going to go ahead and say save and I’ve created a pretty basic campaign related it to our our parent campaign for reunion weekend and now I have the ability to as you can see here add members and there’s a few different ways that I could do that but before I do that just to point out I can add folks as as leads using the lead object and/or add contacts so you have the flexibility to do that and I can add those campaign campaign members right from here so if I

say add contacts for example this will bring me into a view where I can search for records and if I want to I can add records right from here as well so pretty straightforward and as I add them I can add them as with a member status our standard statuses are going to be sent and responded and you’re gonna be able to add custom statuses as well but for this example maybe I just want to add them as I sent and then later on we can update or manage our campaign members as they start to respond but you know for me maybe not the most functional way to add campaign members really not a great way to kind of segment that list that you’re working from I’m just kind of peeking through my contacts there so a couple of other ways we could do this is through a report so I’m as with a lot of Salesforce admins on the call we know that we can segment data within Salesforce a lot of different ways certainly one babe one way excuse me being reports and I’ve got this report set up here already for my direct mail or where I’m looking at all of my contacts that are maybe alums in a particular area so just segmenting down my contacts based on that information and from here I can go ahead and add them to my campaign so for me just a little more functional as far as giving me a little bit more control how I want to segment the list that I’m working from the same ability to update the status here and I’ll go ahead and submit this and when I come back to my campaign I’ll have my updated campaign members now from here I can go ahead and do a few things I can take advantage of the the email functionality within right within the campaign record so if I know this is for a direct mail in this example but I can send a list email to all of my campaign members right within the campaign as you can see there I’ve got a limit above 5,000 emails I can send within a 24 hour period so a pretty large amount of folks that can send an email to when I can even leverage a template so I can take advantage of that and then of course the ability to manage my campaign members so maybe we created something to send out to a mailing house we’re getting some responses back from our mailer and we want to update the status of some of our records I can do that right here from my list view and now these are gonna be folks that have responded so just a real quick look in a way that we how we can kind of organize some of our marketing efforts within a a campaign record and take advantage of both parent and child campaigns okay so really again the to me what would be the the point of all this is part of it would be the reporting that we’d be able to do of all this campaign data as our campaign members start to interact with or our marketing effort so I’m going to come over to dashboards and again a great place to visualize data within Salesforce so as you create reports within Salesforce we can compile those reports into dashboards and I can get this data in front of business users using Salesforce in a number of different ways so I’m gonna go ahead and create a new dashboard to kind of show you how you could put this together and really have a straightforward way of again being able to visualize data and like other areas of Salesforce I can decide where I want to or who I want to have cool I want to have access to this dashboard so we’ve got a folder scheme just like reports within dashboards I can make this private or public and maybe in this example I’m going to save this in my red folder so I’ll go ahead and say create there and now I’m gonna be able to pull in components into my dashboard I’ll do this twice and what this is looking for is okay what reports that you’ve already created do you want to incorporate into this dashboard so we’ve looked at the campaign object and now how can we kind of report on that within a dashboard let’s go ahead and look at this report that’s responses for our campaigns and then I have control over how we want this to look as far as how I want this to display and some other control maybe I want to align maybe I want to organize my legend a little bit differently use different colors I can do that from here and then I’ll go ahead and add that to my my dashboard so you can see here not a huge learning curve and kind of working with your dashboard components I’ll go ahead and add one more and maybe I want to look at some of the budgetary values that we’d have for our campaign and and report on that and I’ll go ahead and add this using our standard bar chart there and now you can see I can drag and drop this to I fit the way I’d like it to so my second report here has a little more data it might be I want to

give this a little more room and something to point out is I can use this dashboard in a couple different areas like Carrie mentioned earlier maybe run on my home page for some of the folks that are using campaign objects all the time so for now just go ahead and add these two to our dashboard and the last thing I’d point out with regards to dashboards which would be your ability to share this information with with business users using Salesforce so one this is going to be completely work directly with with chatter so if I wanted to share an update to a group or a user of this dashboard I could certainly do that through through chatter so using those the standard tools within Salesforce and also another powerful tool would be the ability to subscribe yourself or other users to the dashboard so as you can see here I can schedule I do this myself and eternally with dashboards we use with our Salesforce instance I can schedule to receive a an email with an update to this dashboard and I can also schedule is to be to other recipients so a great way to kind of get this in front of folks get in their email box and they’ll link out to a refresh dashboard as they as they are I subscriber okay so a quick little demo about putting together a campaign and then reporting on this this information within a dashboard and I’ll pass it back to Carrie great thank you so much Dan it’s always so nice when we get to see some of these concepts live instead of just kind of static on a slide so I appreciate that very much before I move forward Natalie are there any questions I need to address no we don’t have any questions currently perfect okay everyone just a reminder you can use the the question area and we’ll pause a few more times throughout the webinar okay so thanks to Dan we we saw being able to use campaigns and reports and dashboards and I reviewed some other areas you can do to kind of track alumni engagement but one of the topics that often comes up when we’re talking about this is being able to find and use some sort of engagement score and so I’m going to spend the next few slides talking about that and really want to mention first that there are a number of interesting articles blogs and websites that you know cover this idea of what it means to measure alumni engagement and give you some best practices and one that I want to highlight and that resonated with me is the research from dr. Jay LaRue Dylan and he’s a higher ed researcher and a former practitioner in the Alumni engagement field and one of the key takeaways from his research is for us to reimagine how we view engaged alumni using the lens of what he calls alumni identity and he focuses on these primary factors that are on the screen as characteristics that increase a graduate sense of alumni identity and in order of influence they are volunteering for a college or university participating in a college or university LinkedIn group liking the college or university Facebook page attending a college or university event and then fifth opening a college or the alumni newsletter or email message so what’s interesting about this and especially for me when I was in the advancement in alumni relations space is that this is a little bit of a shift and that the graduates level of identity is primarily influenced through virtual interactions in his research and I just found that to be fascinating so I’ve linked this resource on the slide here and you can listen in to his webinar where he goes more into depth about this and then there’s also a recent ebook he wrote about busting three massive myths and higher education fundraising I just think it’s a great way to start thinking about what you’re trying to do with alumni engagement tracking and scoring before you just keep doing what you’ve always done so take a look at that and now I want to give you some options for how you might be able to use Salesforce to measure this alumni engagement score the next two slides will show you two different options one isn’t better or worse they’re just different if you’re newer to Salesforce or you’re just more familiar with the process builder tool this might be an area that you want to start first so process builder is a point-and-click tool that lets you easily automate those if-then business processes and then gives you a graphical representation as you built so it’s really really user friendly and Dan’s gonna show us how to set this up when he does kind of a high-level demo so some best practices here are identifying the data points first you want for your engagement score and and where do those live right so they may not all live in Salesforce so how can you get that information into Salesforce that you need so again looking back at the previous slide you may want to think about how can you pull in some of that

information if that resonates with you and is important for your engagement score step two you want to map out your processes so what are the steps involved in order to create action and increase or decrease a score you might want to sketch that out before you do it and then finally after you kind of give it a trial run evaluates you know did the score you anticipated maybe pick an alum who you know would be overly and get highly engaged and did the score match that or pick a graduate who you think would be less engaged in to the score kind of work with that it’s kind of an art and a science here that you need to kind of go back and forth on and then finally a report and more importantly continue to take action that’s what this is all about what are you going to the score is great but you need to do something with it a second option is that you can use Salesforce Einstein lead scoring as a way to manage this and it is an additional product but it is very easy to use so adding sales cloud Einstein to your platform basically allows more of that analysis setup and maintenance work to be done for you so I mean no one has ever thrilled with having to buy an additional product sometimes but I can assure you that the features you’ll find in here are worth looking into and Dan’s going to show us again in that demo how this looks in action and how it how it actually works so some of the same best practices still apply on this slide as before making sure you have good data but the steps just get a little bit easier and all you have to do is turn on I’m Stein lead scoring or opportunities scoring in your org and then that magic kind of happens by itself so basically Einstein is creating a predictive model for your organization and then it reanalyzed is that data once a month and refreshes the scores so if new trends are emerging Einstein isn’t going to miss them so it’s it’s really foolproof in this way but again it is an additional product so you can talk to your a AE to learn more but I’ve also added some educational materials to the trail mix if Einstein salescloud or Einstein analytics is new to you finally I want to bring your attention to the fact that you can use sales path to track alumni engagement I think if you’ve seen demos or looked at Salesforce for advancement there’s a really great use case to use it for fundraising to track your fundraising opportunities but really sales path is simply a visual representation of the stages required for working through a process that you design so while it’s an excellent match for major gift opportunities it can be used for lots of other alumni engagement options so setting up a path is really going to allow that easier tracking and guidance on where an alum is in that engagement journey you’re trying to set up and it helps in data consistency so the example on the screen that I’m showing is a path for alumni council membership and I made it fairly simple for today’s webinar but essentially we’re just we’re recruiting people for some sort of volunteer opportunity that’s high-level and how will we know who is in the pipeline and where and path is optimal for that so other ideas might be a young alumni engagement path thinking about reunion your engagement etc so really this is about creativity and pushing the tool to do as much for you engagement wise as you can even imagine and of course some best practices here if you’re going to use path I think providing guidance and success content to users is essential maybe those are links or chatter posts tips or reminders anything that can help that user use the tool better in order to be placing the alum at the right stage or no one to move someone down a path make sure that your paths are as efficient as possible the general recommendation is fewer than 20 stages I think less than that is even better but fewer than 20 is a good place to start and then also planning that consistent naming convention to keep your paths organized so for example you may want to name your engagement related paths differently than your major gift past so that users know the difference between the two there’s a great customer story from a former higher ed Summit I think it was not this past year but the year before WPI shared their experience setting up paths and I just thought they were did a bang-up job and encourage those of you looking for inspiration to click on the link when you get the slide deck here and really take a deeper dive into what’s possible using sales path in the engagement space and we are going to have Dan again do that look into our demo org and show us more about engagement score in action

what are those options and then also what does it mean you know how easy is it to set up a sales path what are the steps involved in that so go ahead Dan great thanks Carrie so it looks like my screen is coming across okay so like Carrie mentioned three quick things in this demo a little bit about lead scoring using process builder and then Einstein lead scoring and at the end one of my favorite tools would be path and the different ways to manage a business process using path and the flexibility there so I’ll start out here in a lead record and really you could use this on a variety of different objects within Salesforce but I’ve got a a a straightforward score here and I’ve also forgot some segmentation and I need source fields that one use within process builder and what we’re gonna do is automatically update this score based on values changing within our our lead and do that using process builder so to do that I’m going to come over to setup so now I’m in the backend of Salesforce in the setup area which again the Salesforce admins will be familiar with and I like a lot of you have the habit of just searching for the tools I want to use instead of digging through these nested menus here and then I’m gonna come down to process builder and if you’re familiar with the the automation tools within Salesforce like workflow and haven’t used process builder yet I would highly suggest taking a look at it it’s a very powerful declarative tool for managing business processes and here is an example of that so I’m going to come down to one that we already have build out and our our demo org for changing our lead score and as you can see here I can in a very straightforward way decide what object I want to work with so here we’re saying we want to take the lead object and then what exact records we want to work with and in this example we’re using a formula to look at that lead source field that I pointed out a moment you I’m gonna go and have two changes what do we want to do we can and what we’re gonna do is go ahead and and take action as far as updating the value of that score now I point out here that there are lots of different actions that we can take from here even things like kicking off an integration now I only mentioned that now here because we’re really just scratching the surface of processes that you cannot update within process builder end and here what we’re doing is putting together you know automating a little bit of the lead scoring that we might want to do based on our own rules so now if I come back to my lead I’m gonna go ahead and change my lead score to say website and we’ll see that drive a change within our the actual score of our let me do that one more time and as I update the lead source there it will change the the value to our our score so again would highly encourage you to take a look at process builder if you haven’t used it and you can see automating some of the scoring we’re doing based on the interaction our alums might be having with different marketing materials like our website okay so a completely different way you can really take advantage of scoring would be our our Einstein lead scoring that like Kerry mentioned and what I’m gonna do there is just switch into a different instance of Salesforce to show you that and show you a little bit of the setup here and then what this looks like within within CRM so again I’ll start off in setup and I have just searched on Einstein lead scoring and as Kerry mentioned this is a product that you can purchase but once it’s turned on there’s very little setup that goes into getting Einstein lead scoring kind of up and running and what I’ll do here is before we cut look at look at this on a lead look at what the setting or the settings for this looks like so Einstein lead scoring I’ll go ahead and say review settings and as we get in here it’s really just gonna drive me through a wizard that will determine kind of how I want this to be to be set up I’m gonna go ahead and say edit settings and there’s a couple of specific things in the way that you use leads within your org against nine lead scoring wants to to know about and the main one being you know depending on the use case some organizations are going to convert leads into just contacts and accounts and some of course are going to be leveraging the opportunity object and converting to leads to opportunities contacts and accounts and that’s the example probably the most common example and that’s one we have here and in our set up and then the next piece here would be you know what field you want to work from and I would say it’s your recommendation here and as you can see it says recommended recommended is to use all fields and you can always come back and make changes here and eliminate some fields that maybe you don’t feel are necessary but what I like about Einstein lead scoring is that it really takes the bias out of scoring leads so

really scoring in general meaning you know you might have or as an organization you might have a thought as far as what you think are good and bad leads but really what Einstein is doing is just using artificial intelligence and machine learning to look at your historical data and score those records from 0 to 99 taking all that bias out of it and usually that uncovers some insights that you might not have been able to see otherwise with that kind of bias that we all have really naturally anyway again something we use internally both opportunity and I’m skews me scoring an opportunity scoring and it’s been quite fascinating to look at our own our own data in in that way so then if I just say next it will kind of review my settings and I’ll go ahead and close out of that but you can see not a huge learning curve there just a couple of steps in setting up Einstein so then well what does this look like what’s great about Einstein lead scoring is that it’s a field like every other field within Salesforce so I could use it in reports I can use it in list views and specifically on ax on our object records also so I’ve got a a simple little list view here with our our leads that are scored and what I like about Einstein to lead scoring an opportunity scoring is that it’s not a black box it is going to give you insights into you know why does it why is it scoring in the way that it does and you can see some top positive and negative reasons for the score being what it is so if you have some scoring that you’re doing today it might be really interesting to compare that to what with the Einstein scoring would would also put how they would also score the records as you can see here I also have some quick ability to take action from here I can send an email and even call out if I if I wanted to okay so a little bit about and let me just jump into the record here so you can see this not only is this in a in the list view but I can certainly have this on the on the record as well again calling out those top positives and negatives okay so we’ve seen two different ways to do some scoring for our leads both using process builder one of our are more robust automation tools and then Einstein lead scoring and then the last concept Kerry talked about was our was passed and I really flexible way to manage a a business process so like I’ve been doing let’s kind of look at the backend first and then how that would apply to a a record so come back over set up I searched on path and my demo work here for path settings I’ve got a number of different options and really just think of a business process that you have that you want to infuse into your your CRM it is really kind of the highest level to think about how you might want to take advantage of death and as Kerry was mentioning something like moving a proposal or a potential major gift through a funnel is a very natural use of path but there are are lots of others right you can alum is to an attendant events the end this alumni council being a great one as well so instead of setting up a new one I’m just gonna go ahead and edit what’s already been set up here so you can see some of the options that you can have so my alumni membership council path I’ll go ahead and edit this and what’s great about this again for the the Salesforce admins and everyone else that’s on the call is that there’s a lot of flexibility within path settings so I’ll give that a second to come up and it doesn’t come up right away I can refresh or go back and there we go okay so I’ve made my path here it’s got an API name but really what’s what’s useful about path is out we can apply this to both standard and custom objects leverage a record type and then also a pick list which is going to represent our steps or stages within our our path so we’re using typically an advancement within Salesforce we’re using our opportunity object for lots of different things Annual Fund major gifts volunteering other things so what this is gonna allow us to do is segment out those different ways we want to use the opportunity object with record types right and still being able to leverage that path functionality so for my opportunity on so membership record types we’ve decided to use our our volunteer selection process as our as our steps and then when I say next here you can see a pretty straightforward the powerful way to set up our path so for each one of these steps in our path we can embed some guidance with our WYSIWYG editor so we can even have things like links in here and images and have this really organized really nice for for users and then also on the left hand side here have fields that maybe we want to call out or want to make sure are updated for that stage so again thinking back to a methodology you have from for moving a process through different stages paddlers really designed exactly for that and hopefully you’re thinking

of lots of different use cases that you could apply this to for both your opportunity object or really any other area within within Salesforce ok so if I step through this whole thing it’s just gonna say do I want to activate this and it’s already active so let’s take a look at what this looks like on a on a record so if I come over to my opportunities I’ll open up an opportunity I have here for for Albert and you can see now I’ve got the different steps call that within my path and if I open this up here is the guidance that we’ve have each one of those steps right so what fields we need to call out here or make sure we’re capturing data for and then any guidance we want to have for those steps so you know typically you have this information already instead of instead of having it somewhere else on internet or somewhere else on another system that you use you can infuse that information it’s within CRM for your users to take advantage of okay so that was a little bit about scoring leads in a few different way or two different ways I should say and then a little bit about path and I’ll go ahead and pass things back to Carrie perfect thank you so much all right pull my screen back up and I did see a few questions in there but since we’re approaching the top of the hour I’m going to continue with the content and then squeeze as many of those questions in at the end as we can so we’re moving to the final portion of the webinar where I’m just going to show you some additional ways you can extend the Salesforce platform to reach your alumni engagement goals so first things first thing I want to mention is that there are some marketing tools that you can use in order to better engage and reach reach your alumni where they are so when we’re talking about marketing your alumni as a way to engage we want you to think big in terms of supporting your success so the framework on the screen here is how we define the advancement marketing landscape so your communication should be connected personalized and in real-time and all of us are going to be able to do that in different ways and I want to highlight two tools in which you can use to reach that imperative that I showed on the last screen so marketing cloud is the first one if you’re interested in taking marketing communication beyond what we’ve seen so far and really provide a significant boost across channels this is the way to go marketing cloud so marketing cloud is excellent for you know unique journeys as I said across multiple channels really getting into some advanced data segmentation for some personalized marketing and communications really complex data sets or use cases definitely fit well with marketing cloud and also if you’re looking at it as a large scale implementation across your campus in many departments using it marketing cloud is definitely made for that you can read about Pepperdine success I linked that in our trail mix I leave using marketing cloud as an example of the ways you might be able to do that so again if you’re looking for something large big and really complex marketing cloud is going to be the way to go but there’s also part up and part is ideal for supporting lead conversion using marketing automation and lead scoring and Lee distribution they can drive major gifts they can drive future volunteers so it really fits well with an advancement or alumni engagement situation because you’re trying to get alumni to do something and so it really part out is tailor-made for that there are also some basic or I should say email and then basic social tools on top of that and that was kind of typed out wrong so it has a really great email journey program just like marketing cloud does but it has fewer social tools to use you can also nurture a defined of set leads for some of those more high state conversions perhaps that’s those young alumni that we know are so important to engage you can use part to keep track of them and then finally if you’re a smaller shop or an individual office product is more quickly and easily set up and it’s great for those kind of small use cases so they’re both powerful tools they’re just a little bit different and again I have information about both in the trail mix and you can contact your a AE for more information an additional Salesforce tool that many use is community cloud creating an online community for your alumni so to increase their engagement and so for many of you on this call your key stakeholders might be reunion volunteers or others community or even just getting your alumni to engage with your students so community at cloud is going to allow a

more modern connected platform where you can you know suggest connections between alumni you can use some of our back-end technology to put forth certain articles and information that might be of interest through those alumni it’s really a 24/7 engagement space that you can take advantage of if you want to start those lifelong interaction and relationships with your alumni we could spend an entire webinar talking about community cloud or even the marketing tools I just mentioned so I apologize we don’t have more time on those today but we promise that Natalie and I are creating more advanced content where we’ll talk about each of these and I do as I’ve gone through out the whole webinar today I think it’s really important to see what your peers are doing and I wanted to highlight this particular use case with community cloud where a school didn’t just create something just to kind of put it out there and see what happened see if alumni will come see if they’ll engage they had a really specific purpose where they wanted their alumni to participate in this community to really leverage personalized career advising for their students providing resources one on one resume and career review and they saw amazing success 68% of their alumni we’re participating in this community and so the focus here should be what are you trying to achieve and making sure your community is built around that I just thought it was an excellent use case for communities because it medical and they were able to achieve it we’d be remiss if we didn’t mention that there are so many partners in our ecosystem ready to assist you in your journey creating your Salesforce advancement related tool I just kind of highlighted this little group here in red they’re a marketing cloud specific so if you’re looking for help with that you can maybe point towards those but then I also have images here for some other partners that we work with there are plenty more we just can’t fit them all on a slide and so when you get this slide deck you can see where there’s a little link here to find a partner and in addition to partners there are so many solutions on the app exchange you can take advantage of and again I crammed as many as I could in here but there are certainly many many more that you can use for alumni relations and advancement so I invite you to go to the app exchange and also the power of US hub to learn what others are using data I’m going to skip our poll just to make sure we have time for questions there are three things you can do today so you can start their trail mix Natali added it to the chat window you can go to the power of us hub and talk to your peers ask questions learn what people are doing and finally you can visit the app exchange like I mentioned in the previous slide to learn about the apps and products available in our space ok so questions Natalie I saw a few but do you have any you want me to bring up first I think the only one that every you pretty much got all of them the only one that I would say I wanted to call out is somebody did ask what Einstein score would be considered actionable and I think that’s something that probably a lot of folks are wondering so I don’t know if you wanted to cover that really quickly sure Dan can you talk about the range of that score sure so a great question if I didn’t say this during the demo its I should have you know records will be scored from 0 to 99 whether that’s lead or opportunity scoring and I think I don’t want to give a vague answer but you know whatever what might be considered actionable I might start it was me personally benchmarking this score against other leads that you take action on and seeing kind of how the records are being scored initially and going from there and happy to talk about that in more detail I get some more experts on the line and also maybe a good conversation for the hub as well yeah I think where you see that natural fall-off might be you know some of that benchmarking that you’re talking about so looking at it more holistically seeing where people fall kind of in that bell curve and then making decisions based on that yeah it’s good advice I mean I think we know we were able to get all of those so we’re good perfect right at the hour so thank you everyone so much for your attention today we hope you found this information valuable when I end the webinar a brief survey will pop up and I would really ask you to take three seconds and fill it out it does help us improve our content and make sure we’re hitting the mark and we do read each and every one of those I hope everyone has a wonderful week and we – see you next week at the next webinar again you’ll be hearing from us in a few days with the follow up slides and registration links to the next webinars

thank you Dan and thank you Natalie