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S503 – Social ROI All-Star Panel: Lessons from the front lines

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Your business is social

#AdobeSummit

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Key Takeaways

Define

1 Identify your Levers

2 Measure

3

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Scott Kagawa Sr. Digital Marketing Consultant | Adobe skagawa@adobe.com @scottkagawa

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Maegan Clark Social Media Manager | Heifer International @MaeganClark

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Jay Patel Digital Analytics Manager | Benefit Cosmetics

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Josh Baird Director, Social Media | FOX Sports Digital @JoshSBaird

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Define

1 Identify your Levers

2 Measure

3

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Benefit Cosmetics | Digital Goals

11

Web Sites

Evolve our web sites, improve

impact & reach new consumers &

markets.

Social

Make some noise! Drive key

marketing initiatives

through digital.

Influencers

Leverage the “Vlogger effect”

& user generated content.

Education

Develop digital through

education & best practices.

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Benefit Cosmetics | Making Big Data Small

OUTLINE • Business, brand, audience and marketing objectives

DEFINE

• KPIs and metrics needed to measure against the business objectives and set goals

DEVELOP • A reporting framework that is easy to understand globally

EXECUTE • Ongoing reporting & insight development

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How do you define social ROI?

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Define

1 Identify your Levers

2 Measure

3

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Heifer International | Creating a Social Organization

15 15

Train • Cross-train your organization

ID • Identify Campaigns where social can help

Define • Define the ROI for each Campaign

EXECUTE • Develop and Execute on Quality Content

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Heifer International | Email and Social

16

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Heifer International | Email and Social

17

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Heifer International | Testing Time

18

Evening Hours 2X Engagement 66% Clicks

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Heifer International | Testing Time

19

60% more engagements

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Define

1 Identify your Levers

2 Measure

3

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Social is Part of the Editorial Process

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FOX Sports | Monetizing Video

22

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Key Takeaways

Define

1 Identify your Levers

2 Measure

3

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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