Campaigns Campaign Members and Interactions
- Unit 3.1 – Get Started with Campaigns for Recruitment
- Unit 3.2 – Create and Report on Campaign Members and Interactions
After completing this module, you will be able to:
- Understand how Interactions leverage Campaign functionality
- List common Lead Sources and how they can help support recruitment efforts
- Update Lead Sources with Interactions
- Describe how Campaigns, Lead Sources, and Interactions are connected and can be reported on
So far, we’ve seen how a system administrator can implement and customize Interactions for Student Recruitment as well as how the recruiters at CU are starting to use Interactions and Opportunities to manage their recruitment data and connect with students. In this chapter we will follow Carmen, a recruiter in the Undergraduate Admissions office at CU, as she learns how to leverage Salesforce’s native Campaign functionality for recruitment. But first, a little more about Campaigns.
Natively, campaigns are used to organize and track specific marketing efforts and hosted events. Whether it’s a web form on Connected University’s website or a campus tour event, Campaigns allow recruiters and marketers to give credit to the marketing efforts that were most successful in recruiting the best students by linking them with Opportunities, leveraging the standard Salesforce Campaign Influence functionality.
Campaign Influence can be used via the standard Primary Campaign Source field to give credit to the Campaign that brought the Opportunity in, or customize it to give credit to other Campaigns. To learn more about customizing Campaign Influence on Opportunities, visit the Track the Opportunities Your Campaigns Bring In article in Salesforce Help.
Additionally, Campaigns use statuses to track a prospect’s relationship with a Campaign. Carmen, along with other recruiters at CU, want to use these statuses to trigger automatic emails such as event reminders or email blasts to communicate with the Leads or Contacts in the Campaign. They also want to use the statuses for reporting to observe how multiple Campaigns are doing on a single report.
Interaction records have two lookup fields for Campaign in the Campaign Information section: one for the main Campaign source and the other for an Additional Campaign source. If a student clicks on an ad and signs up for an event, Carmen wants Campaign Members created for both the ad Campaign and the event Campaign the prospect signed up for. By using two sets of fields, Interactions allows for the creation of both Campaign Memberships with distinct Campaign Member Statuses using a single Interaction record.
Interactions can also modify existing Campaign Members based on the prospect and Campaign. This could involve updating the Campaign Member Status or other custom fields that have been added to the Campaign Member record.
A custom identifier can be assigned to a Campaign for integration with a website or other database using the Campaign Reference ID field. If no value is added, the standard 18-digit Salesforce ID will be used instead. The Campaign Reference ID on Interactions allows system admins to identify the Campaign using the custom field instead of populating the Campaign lookup field. The Campaign Key field on Interactions displays the value the process will use to find the Campaign based on the Campaign or Campaign Reference ID.
Campaigns provide a lot of source information, but what about tracking other sources that may not require a Campaign, such as when a student walks into an admissions office for more information? That is where the Lead Source field comes in to play. The Lead Source field on the Contact and Opportunity records display the Lead Source from the latest Interaction logged for the Contact and/or Opportunity. The Lead Source of the first Interaction that led to the creation of an Opportunity populates the First Inquiry Source field on the Opportunity to track the original Lead Source of the record.
Shannon Jones is a high school student who has walked into CU’s Undergraduate Admissions department. She speaks to Carmen about her plans for applying to CU for the upcoming Fall semester and her interest in Marine Biology. Carmen logs an Interaction to mark that Shannon came into the office and creates an Opportunity for her so she can continue to communicate with her and help her through the application process. Follow the steps below to log the Interaction for Shannon:
- Click on the Global Action menu (+)
- Select New Interaction
- Fill in the details for Shannon Jones. Specifically include... a. Her first and last name: Shannon Jones b. An email address c. A Lead Source of “Office Visit” d. A Recruitment Program of “Bachelor – Marine Biology” e. A Term of “Fall 2018”
- Click the Save button
- View Shannon’s Contact and Opportunity record
- Note the Lead Source on both and the First Inquiry Source on the Opportunity
Carmen has created the records and tracked the necessary information for Shannon in just a few steps. Now she can focus on helping Shannon through the recruitment and application process knowing all the data needed for the marketing team and other Undergraduate Admissions recruiters is in Salesforce. Join us in the next unit as Carmen dives deeper into custom Campaign Member Statuses and reporting.
- Interactions User Guide
- Interactions Installation and Configuration Guide
- Interactions Technical Implementation Guide
- Configure Campaign Influence Salesforce documentation
- Add or create a new Lead Source Salesforce Knowledge article
After completing this module, you will be able to:
- Describe the process of adding a Campaign Member Status to Interactions
- Create Campaign Members with Interactions
- Report on Campaign Members and Lead Sources
CU is now using Campaigns to track their events to see how many people registered and attended, or registered but were no shows. To identify those who registered previously and attended or not, recruiters use custom Campaign Member Statuses such as “Registered”, “Attended” and “No Show”.
Additionally, they’ve created workflows to automatically send a confirmation email after registration and an event reminder email to all those with a status of “Registered” two days before the event to provide them with a daily parking pass and campus map. Take a look at a Campus Tour Campaign:
In the last unit, we followed Carmen, an Undergraduate Admissions officer. When hosting a Campus Tour event, Carmen logs Interactions for each student that signs in with her to update their Campaign Member Status to “Attended” and any other information the prospective student gives her. However, she’s realized that with every Campus Tour that is held, there are always a few students who simply show up for the tour without having registered. Since the “Attended” status indicates a prospect who registered and attended the event, she wants to add a new status for walk-ins.
To do this, Carmen needs to add the new Campaign Member Status value to both the Campaign and the Interactions object. She adds the new Status to the Campaign via the Campaign Member Statuses related list on the “Campus Tour” Campaign, and asks the system administrator, Stella, to update the Campaign Member Status picklist field on Interactions. Follow along using the steps below:
- Click on the New Interaction button on the Campaign record.
- Select New Interaction
- Fill in the details for Bryan Smith. Specifically include...
- His first and last name: Bryan Smith
- An email address
- A Lead Source of “Campus Visit”
- A Recruitment Plan of “Bachelor – English”
- A Term of “Spring 2018”
- Ensure the Campaign, “Campus Tour”, is pre-filled
- Set the Campaign Member Status to “Walk-In”
- Click the Save button
- View Bryan’s Contact record. Look at the Campaign History related list and note that he was added with a status of “Walk-In.”
Additionally, check out the Campaign and/or Opportunity to see how they’re connected. Since Bryan is new to the system and this is his first Campaign and Opportunity, the Opportunity should have been added to the Opportunities related list on the Campus Tour Campaign record.
Carmen wants to report on the Contacts and Opportunities related to the Campus Tours she’s held in the past week. She utilizes the Recruiter Dashboard Stella, the system administrator, told her and her team about as a starting point:
- Select the Dashboards tab
- Click on All Folders
- Select Interaction Dashboards
- Click on Recruiter Dashboard
- Locate the Campus Visit Academic Info component in the bottom right of the Dashboard and click on the “Campus Tour” label at the bottom to open a filtered version of the report
- Click the gear icon to access Options, check the box next to Details and Apply to see more information about the Opportunity and Contact found in the report
Carmen was able to identify the Opportunities created from Campus Tours, and drill down to see the Opportunity and Contact data. However, Carmen’s director wants a high-level understanding of all their data sources for this year. Carmen’s steps are below:
- Select the Dashboards tab
- Click on the Recruiter Dashboard from the Recent section
- Find the component called This Year’s First Inquiry Sources in the top middle of the Dashboard
- Your graph should return at least one record with a First Inquiry Source of Campus Visit
Now that you know how Interactions uses Campaigns, Campaign Members, and Lead Sources to easily track how data enters Salesforce to help you analyze the best way to connect with prospects, it’s time to try it out for yourself. Create more test data, update the dashboard to fit your unique use cases, and you will see for yourself how these tools can greatly enhance your recruitment processes.