SMS Technical Deep Dive

The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Kevin Ryan, Product Manager at Salesforce for SMS took us through three product areas he and his team are responsible for: Mobile Connect, Journey Builder SMS Activity, and SMS APIs. You can catch the session in its entirety via this recording link. Below are five key points from the session as outlined in Guilda’s post on Twitter.

You can access the recording by using the registration link in the Tweet above

One thing I learned from this session is that content is not shared between Mobile Connect and SMS Activities in Journey Builder. Each app has its own content store. Mobile Connect manages its content while SMS Activities relies on Content Builder for its content.

QRG = Quick Reference Guide for Mobile terminology
Short Message Service (SMS) is the most common form of text messaging
Multimedia Messaging Service
Mobile Terminated (MT) are outbound mobile messages sent to your customers/subscribers
Mobile Originated (MO) are inbound mobile messages sent by customers/subscribers
Delivery Receipts (DLR) only let you know whether a message was delivered, it does not confirm that it was read
Application-to-Person (A2P) messaging is where a person receives messages from an application – IN scope in this post
Person-to-Person (P2P) messaging is where a person receives messages from another person – Out of scope in this post

SMS Messaging and Value Chain Process – Image from presentation

What’s required to send SMS from Marketing Cloud?

There are three attributes the are required to deliver SMS messages from Marketing, they are:

1. Subscriber Key
2. Mobile number
3. Locale (Country)

The Locale value is inferred when using the contact model. You can use a Data Extension (DE) too, but you must include the appropriate, 5 alphanumeric locale (country code) in order to send from the DE, said Kevin. I’ve reference a number of resources for this topic in the Resources section at the bottom.

Do I Have Permission?

May I vs. Can I? Just because you (technically) can, doesn’t mean you should send SMS without explicit opt-in (permission) from the recipient. Otherwise, you come off looking like this…

Source: Gifer

Subscriptions live at a code and keyword level. What this means is that when inbound mobile messages sent by customers/subscribers are received, Marketing Cloud will first match to account (MID) that is associated with that code. Second, it will route to the keyword owner, which is at the Business Unit level. Several more checks and validations are applied to ensure that wishes of the person sending the SMS are respected and handled appropriately. For a deeper look at this process, you should look slides 21-22 and/or watch the recording around the 21 minute mark.

Inbound Messaging Outline as shown on slide 22

Summary

Kevin included a lot of good, easy to digest examples and use cases for leveraging MobileConnect, including many tips, tricks, and sample code. In addition to the excellent information shared in this session, I’ve added a few more to supplement it, below. Hope you enjoy(ed) the session as much as I did. Additional resources, including the recording and slides, as well as a number of other SMS related resources, are linked below.

Resources

SMS Technical Deep Dive session recording (56 minutes)
SMS Technical Deep Dive session slides (downloadable PDF)
SMS Subscription Management (B2C Marketer Group London recording)
Mobile Messaging Strategies (Trailhead module)
Mobile Contact Management (Trailhead module)
SMS Messaging with MobileConnect (Trailhead module)
Digital Engagement SMS Messaging Reference (Salesforce Knowledge Article)
Mobile Concepts and Definitions (Salesforce Knowledge Article)
What is P2P and A2P messaging? (Twilio Support Article)
Mobile Keywords and Codes (Salesforce Help Doc)
MobileConnect Guides for SMS Sending (Salesforce Help Doc)
Valid Locales for Data Extension Sends (Salesforce Help Doc)
Data Extension Sends (Salesforce Help Doc)
ISO 3166 COUNTRY CODES (International Organization for Standardization)

Email Deliverability

The latest edition of the Technical Marketers Monthly Meeting was all about email deliverability. Al Iverson from the Salesforce Marketing Cloud Deliverability team took us through the various building blocks of creating a successful deliverability strategy. You can catch the session in its entirety via this recording link. Below is a brief summary of the key points from the session.

You can access the recording by using the registration link in the Tweet above

QRG = Quick Reference Guide of common deliverability terms
SAP = Sender Authentication Package (Salesforce service offering)
SPF = Sender Policy Framework
DKIM = DomainKeys Identified Mail
DMARC = Domain-based Message Authentication, Reporting & Conformance
IP Address = Internet Protocol Address

Why do these terms matter?
The Sender Policy Framework (SPF) contains a list of IP addresses allowed to send mail on behalf of your domain name. Complexity: Simple
DomainKeys Identified Mail (DKIM) Cryptographic based signature is added to messages. Translation, it makes it more difficult to spoof and impersonate your domain. Complexity: Medium
Domain-based Message Authentication, Reporting & Conformance (DMARC) is one of the best defenses against phishing attacks and spoofing. It looks at either or both the SPF and DKIM records. It can be tricky to set up correctly. Complexity: Advanced

Everybody emails because it’s “cheap and easy” to do. However, being successful at it requires some effort. There’s a reason we all get junk mail. If you want to arrive in and stay in the inbox of the people you’re looking to engage with, then it’s important to invest the time up front to configure your email solution AND monitor it as the world of spammers is constantly looking for ways to game the system and get you to click on their nefarious links. I highly recommend you watch the recording of this session and review the slides for a deeper dive into creating and maintaining a strong and successful deliverability strategy.

Resources

SFMC Deliverability 201 ( 62 minute session recording)
SFMC Deliverability 201 (downloadable PDF of session slides)
Follow the Salesforce Marketing Cloud Deliverability Team (on Twitter)
Email Deliverability: Staying Out Of Email Jail (18 minute video)

Marketing Champion

2020 Salesforce Marketing Champions List
2020 Salesforce Marketing Champions List

I am happy to share that I was included, with many talented and passionate individuals in the inaugural cohort of Salesforce Marketing Champions. The first class was announced on its blog on April 20, 2020. Congratulations to everyone!

Fortunately for me, I have had the pleasure of working with or at least getting to know, many of the newly minted champions. It’s even more exciting to see a great number of people I haven’t interacted with, meaning I have the opportunity to meet and learn from others I might have otherwise not crossed paths with. In my experience, the marketing circle is far smaller than some of its sibling (sometimes rival) departments, so it’s nice to see my circle expand!

GIF (image) from Reddit via GIPHY

Follow #MarketingChampions on Twitter see posts from individual champions and learn more about the program’s activities. You can also follow the Marketing Cloud Champions list curated by Guilda Hilaire, Senior Manager of Product Marketing at Salesforce Marketing Cloud.

Virtual Dreamin 2020

undefined Customer Service is Social

On May 16 at 10 am EST, I am co-presenting Customer Service is Social with my friend, Karisa Booth during Virtual Dreamin‘s inaugural, completely virtual, 24-hour marathon event taking place May 16-17. Karisa and I worked together for more than 2 years and have both spoken on this topic in the past. For the first time, we’ll share the stage to cover this topic and how you can leverage it for your organization’s benefit.

You will learn how and why combining the power of Social Studio’s listening capabilities with Service Cloud’s case management capabilities to create a unified and consistent customer experience. Social compliments service, it doesn’t replace it. Learn how you can optimize and efficiently automate your social customer service.

Speaker Profiles

Where you can follow Virtual Dreamin

Virtual Dreamin is Accessible

Why you should attend Virtual Dreamin per Jill Hourani

London's Calling (Virtually) 5 Tips for Seamless Marketing Cloud Implementation

Speaker Image for London's Calling 5 Tips... Session

In light of recent events, London’s Calling 2020 will be a virtual event complete with virtual expo and live access to sponsors (Note: expo and sponsor chat are open during the event only). Tune in Friday at 11:05 am GMT (7:05 am EST) on London’s Calling TV to catch my 5 Tips for a Seamless Marketing Cloud Implementation.

You have your Marketing Cloud licenses and you are ready to use them to get closer to your audience. But where do you start? I’ll share my tips to implement Marketing Cloud right the first time and give your organisation the tools they need to engage with your audience.

The following tips will be explored during this session:
  • Technology
  • Stakeholders
  • Deliverability
  • Data
  • Plan

For more information about London’s Calling Virtual Experience, please visit their FAQ page.

Salesforce Certified Marketing Cloud Administrator

Certified Salesforce Marketing Cloud Administrator Badge

I recently sat for and passed the Salesforce Marketing Cloud Administrator certification. As someone with multiple years experience with the Salesforce Marketing Cloud (the MAP formerly known as ExactTarget), I felt good going into the exam. My learning style relies heavily on practical experience, which is the primary reason I was confident going into the exam. However, I still prepared with some insights and tips from the community. The following is a outline of how I prepared and does not refer to all of the possible resources you could use in your own preparation. You know your learning style best so use your judgement in where you choose to spend your time studying.

I started with official Exam Guide provided by Salesforce. Here you while find links and references to recommended trails and modules on Trailhead, an outline of the of key sections with each weighted percentage of the exam, as well as a description of what a Marketing Cloud Administrator is expected to know.

The other thing I did, for which I’m very fortunate to have access to, was I went into system itself and refreshed myself on the various aspects of the Administrator area found in Settings. If you have access to a Marketing Cloud environment, I strongly recommend reviewing it as there have been a number of changes to its organization in the last year as the user interface (UI) has been remodeled to more closely resemble your “typical” Salesforce setup navigation.

Lastly, I completed several badges on Trailhead. If you don’t have access to a Marketing Cloud environment, this is where you can and should spend some time getting familiar with the responsibilities of a Marketing Cloud Administrator. It both narrates the practical execution of navigating and updating the configuration as well as provide visual images of much of the corresponding area in the UI for reference. If you can’t DO, then REVIEW what you can via Trailhead. The Exam Guide mentioned at the top will point to you several modules contained within the Administer Marketing Cloud Trail and Google Analytics 360 Integration for Marketing Cloud Module. Other modules you may want to review are:

Talking Marketing Cloud with The Wizard News

wizard-news-logo-header

I was fortunate to join the Episode 53 of the WizardCast to talk Marketing Cloud. You can subscribe to the WizardCast through these sources. Click the link below for access to the original post and podcast where I talk Marketing Cloud with Brian and Mark.

via WizardCast Marketing Cloud with Chris Zullo — The Wizard News

Dreamforce Preparation

Just over a month from now, the 2017 edition of Dreamforce kicks off. This will be my sixth time, all in a row. Over the years I have learned a few things to maximize my experience, which I have summarized below in 15 tips to help you improve yours.

Plan Ahead

  • Make a packing list. Preferably well in advance of the night before or the morning of!
  • Keep an eye on Agenda Builder. Favorite sessions you want to track
  • Don’t overbook…anything. This is a marathon, not a sprint
  • Plan your travel logistics. Budget extra time getting to/from airports, parking, public transportation, anything where your plans are affected by others
  • If you want to connect with someone face-to-face, book ahead. Time flies at Dreamforce!
  • Make sure you have all your travel documents in order and secure throughout
  • Consider utilizing various travel programs that allow you to bypass lines or at least gets you access to expedited services. Especially, at congested airports!

Once There

  • Remember your session agenda? Be prepared to modify and adapt as your week unfolds. You will meet new people, hear about something new (to you) that will force you to adjust your schedule. This is okay. Flexibility is your friend.
  • Repeating the obvious, meet new people, learn something new, share with others
  • Try local restaurants. There are many great coffee shops that aren’t green and likely less crowded. If you know someone local, ask them
  • Pace yourself throughout the week. Make sure you drink enough water, don’t skip (too many) meals, don’t try to hit every party (there are too many to cover)
  • Many people will go home exhausted. Many also go home with “Dreamflu” after running around for close to a week with 200,000 people. Whatever you do stay healthy and keep the germs at bay, do it (avoiding people doesn’t count)!

After it’s all Over

  • Follow-up with new contacts within a week or at the most two max. Whether you reach out via email or a social platform, it is helpful to include a personal message with some context of how you met and/or why you’re contacting them to improve the odds of the person remembering you and why they should respond
  • Practice what you learned, preferably in a sandbox or developer org. Your production org will be happier and still fully functional if you do!
  • Take it easy over the weekend. Jet lag + Dream lag = tired bodies and minds. Recharge once you come down from the excitement you left behind

Other Dreamforce Resources

Learning Salesforce Before Trailhead

How I learned how to Salesforce before Trailhead existed.

It was the year 2 BT (Before Trailhead), circa fall 2012 when my journey toward the Developer-side began. I was branching over to the “core” from a marketing focused role and looking for a starting point that suited my preference to learn by doing when I got some great advice from multiple members in the community, “use the Force.com Fundamentals book if you want to learn how to use the Platform.” Learn by doing for the win!

My first reaction was, ‘I’m not a coder.’ However, I was reassured that with Salesforce, you don’t have to code to build something on the Platform. Quick public service announcement: There are times when code is necessary. Those who know what they’re doing with code are invaluable so please, NEVER take them for granted. Now that we got that out of the way, let’s continue…

Getting Hands-On

I had already tried and failed to “learn Salesforce” and pass the admin certification just by studying without practical application of the content. I even tried to cram with a course, but there wasn’t much if any hands-on work in that particular class. I found my groove when I switched my focus to the Developer track and picked up an actual book made of paper and ink at a local event. If you attend Dreamforce or another event, you can still find one to take home, order a hard copy online or simply use the online version (you can also download the PDF from here). For safe measure, I followed that up with a spin through the Force.com Workbook (now retired) which was another good resource that is best consumed by following along in your Developer Edition org.

While these sources might not be as entertaining as learning on Trailhead, it was extremely interesting because of their tell, show and do methodology. If you need humor and bite-size chunks of material, then start with Trailhead. It’s a lot of fun and you might forget you’re learning something new! They hold contests multiple times a year for prizes (I won a once after I completed the Battle Station Trail) and miraculously made getting the key information out Release Notes bearable with their Release Notes Trails.

 The key for me is the hands-on experience. The Developer Community helped me obtain my first Salesforce certification and fed my appetite to continue learning. As of this writing, I have 7 Salesforce certifications. I would not be where I am now if I was not introduced to the Developer track. Like the rest of this community, I love creating things. It’s why LEGO is so much fun and a great excuse to have kids.

Make it Personal

One of my favorite accomplishments on the platform, Babyforce 2.0 was inspired by the birth of my youngest child and my friend, everyone’s favorite wizard, Brian Kwong who created 1.0 (Pre-Salesforce1). I created an app for the “fun” purpose of tracking diapers, wipes and a silly excuse to build it mobile first. I created a fully functional and mobile app without a single line of code and even ran a pilot with my wife who graciously tolerated my antics for a month while I tracked diaper changes. She even let me install Salesforce1 on her phone and used it for a few days. My advice, build something for yourself. The content will be more interesting and at the end, you could have a pretty awesome app to call your own.

Meet and Greet the Community

What I love most about this community is the accessibility of information and opportunities for hands-on learning. Whether you do it all online or balance it with attending live events like your local Developer Group, people are willing to point you in the right direction as long as you’re willing to roll your sleeves up and take action. Hands-on applications are a common component of Developer Groups. In North Carolina, where I co-lead a group, we coordinate with other groups in our region for a “supergroup” meetup on an annual basis where we get together for a whole day of learning, networking, and fun.

Super Developer Group Meetup

The Bottom Line

If you want to learn Salesforce, there’s no better place to start than the Developer Community. You don’t have to be a coder to start. If you want to code, great, you can learn. If you don’t, that’s fine too. Either way, you must “do or do not, there is no try” — Yoda. Developing on Salesforce can only be learned by doing so might as well have fun doing it. Jump on Trailhead. Join your local group (my bias strongly recommends this last one). Connect with other Developers, both aspiring and seasoned veterans. You’ll have plenty of time to bury yourself developing on your own, but you’ll have more fun and support when you stumble upon a tricky trigger or bug. There’s even an e-book from the Salesforce Developer team help you get started. What are you waiting for?

Originally posted on Medium

My DF15 Sessions

It’s almost time. Dreamforce is only days away. Hopefully, by now your agenda is shaping up. If not, start here.  you’re an a beginner admin looking for help with managing your org, the

Getting Started with Roles & Profiles

Speakers: Denise Carbone, Lynn Simons and Chris Zullo

Join us to gain a solid understanding of the differences between Roles and Profiles. You’ll learn what these mean to the platform and get tips on how to manage these in your org. This session is geared more towards beginner admins.

Time & Location

Session 1

Wednesday, 10:30 AM – 11:10 AM
Hilton San Francisco Union Square
Continental Parlor 1-3

Session 2

Friday, 8:30 AM – 9:10 AM
San Francisco Marriott Marquis Hotel
Yerba Buena Salon 10-12