social media bootcamp -cory edwards-adobe presentation

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Cory Edwards, Head of Adobe Social Media Center of Excellence

Adobe’s Journey: From Bolt-on to Integrated Social Business Framework

@coryedwards

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Our Journey

Disparate teams

Inconsistent KPI’s

Ad hoc reporting

Differing tools/platforms

BEFORE AFTER

Simple face-value measures

Hub and spoke organization

Common KPIs & measurement framework

Standardized reporting

Common tools

Ability to prove Business Value and ROI


Evolving Adobe’s Social Organization

Source: Altimeter Group

Centralized

§  One department controls all efforts

§  Consistent

§  May not be as authentic

Distributed

§  Organic growth

§  Authentic

§  Experimental

§  Not coordinated

Coordinated/ Hub & Spoke

§  Sets rules, best practices,

§  Spreads widely around the org

§  Takes time

Multiple Hub & Spoke

§  Similar to Coordinated but across multiple brands and units

Holistic

§  Each employee is empowered

§  Unlike Organic, employees are organized

2000-09 2010-12 2013


Social Innovation Without Coordination

Regional teams

Product Marketing

HR Events Teams

Customer Support

PR


Move to a Coordinated Hub-and-Spoke Model

Social Center

of Excellence

Brand

Business Units

HR

Customer Support

Events

CSR

Mktg Functions

Global teams


Structuring Adobe’s Social CoE for Success

•  Pilot Programs •  Vendor Evaluation

•  POV Newsletters •  Best Practice Sharing with Industry

Peers

•  Training •  Consulting •  Activation •  Social Champions

•  Governance/Audits •  Policy Enforcement

•  Account Management •  BU Alignment & QBRs

•  Social Leadership Council

•  Measurement Framework •  Data Driven Insights •  Listening Strategies &

Research •  Dashboards •  Benchmarking measure manage

innovate enable

7

4 pillars of our CoE


The Role of Influence in Society

9

“I am not a role model!”

“Clothes make the man… Naked people have little or no

influence on society.”


The 90/10 Rule Nearly Applies

According to Forrester Research 13% of US adults account for 80% of the influential content online

10


An Approach to Building an Online Influencer Relations Program

11

1.  Identify influencers for your key priority areas 2.  Map influencers to Influencer Progress Path 3.  Identify & activate key employees & SMEs to engage online 4.  Create campaigns or programs that aim to move influencers

through each phase •  Online relationships only go so far…

5.  Benchmark progress

AWARENESS CREDIBILITY EMOTIONAL CONNECTION LOYALTY ADVOCACY

Influencer Progress Path


Identifying the Most Influential People Online Talking About Your Brand

12


Benchmarking Your Share of Influence

13


Mapping Programs Back to Influencer Path

14

AWARENESS CREDIBILITY EMOTIONAL CONNECTION LOYALTY ADVOCACY

CAP Days

Customer Spotlight Events

Rockstars Program

CAP Reunions

Influencer Days

Social Think Tanks

Dell Debates Dell Insiders (Dellegates)

Product Seeding programs

Solution launch events


CAP Days & Social Think Tanks

15

Customers giving feedback on Dell’s business Dell facilitating topic-based discussions & brainstorms with influencers not customers

Outside In Inside Out Customer Feedback

Customer Feedback

Customer Feedback

Customer Feedback

Influencer Dialogue

Influencer Dialogue

Influencer Dialogue

Influencer Dialogue


In-Person Relationships Trump Online Relationships


50 Events to Date

17

2010: 2 Events

2011: 5 Events

2012: 20 Events

2013: 22 Events so far


Creating Advocates


Why You Need to Activate Your Workforce

19

Example: Adobe Employee Julieanne Kost v. @Photoshop

Your everyday employees

Your subject matter expert employees


Training beyond the social media manager

LISTEN to our customers

online

ENGAGE In 2 way dialogue

CO-CREATE better products

and services

RESPECT people’s opinions

about Adobe

ACT RESPONSIBLY and follow FTC

rules

UNIFY brand voice for greater impact

EMPOWER EMPLOYEES to scale customer engagement

STEER EMPLOYEES in the right direction to mitigate risk

and protect brand reputation

20

A Authentic

D Deliver value

O Own your Actions

B Be Respectful

E Excellence

Guided by our principles

Built upon learnings from

Turns out Adobe’s Employees are 2-3X more likely to mention their affiliation with Adobe in their social media bios.

- SociaLook Report for Adobe, 2013


Measurement


Click, Baby, Click!

22


“So what. What is it doing for our business?!”


The Real Value of Your Social Followers

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Customers that engage with brands on social

§  Stronger purchase intent: ___ more likely to purchase from a brand

§  Greater actual spend: ____ more money spent than other customers

§  Deeper emotional commitment: Grant on average ___ point higher NPS score

- Bain Research, 2011

60%

40%

33


Social Media Value

measurable and

attributable

difficult to measure or

unknown


Social Media

Social Contribution to Business Value

Social ROI

social marketing

social support

market research

brand reputation

community engagement

product innovation

talent acquisition

PR, AR, IR amplification

sales support

Total Social Media

Value


Listening + Analytics + Insights

Reporting and Recommendations Data Analysis Monitoring

Buzz metrics: topics, trends and sentiment

60,000 mentions in social each day Deep dives to understand

business impact Insights to inform business

strategy

Tools: Adobe Social Sysomos Free tools

Tools: Adobe Marketing Cloud Sysomos

Standardized Reports Dashboards


KPIs as Indicators of Program or Business Success

Business Objective

KPI 1

KPI 2 KPI 3 KPI 4 KPI 5

Awareness Social Community Growth

Share of Influencers’ voice

Volume of conversations and reach

Ratio of positive, negative and neutral sentiment

Unique conversation contributors

Engagement Percent of community interacting with content

Interactions per follower Content virality and velocity

“Likes”, re-tweets, shares, mentions, etc.

Campaign #hashtag use

Lead Generation Cost per lead from social channels

RFI submissions through social

Qualified sales leads from social

Reach within target audience

# of white paper downloads

Demand Gen/ Conversion

Direct attribution - revenue and trial downloads through tracked links

Cost per acquisition Conversion rates and average order value from social channels

Revenue attribution for key influencers

On-site product reviews influence on conversion rates

Customer Support Cost savings (call deflection)

Avg. time to issue resolution

Change in sentiment around support issue

Number of issues resolved

Issue resolution rate per agent

Advocacy Number of active advocates

Share of influence Percent of brand communication driven by advocates

Influence score and reach of advocates

Revenue attributable to advocates

Product Innovation Number of product ideas submitted

Number of ideas included in product development

Number of bugs reported and fixed

Size of community providing product feedback

Engagement rates in product forums


Creative Suite Launch Example: Measuring Awareness through Conversion

§  3,000,000 YouTube views

§  600,000 total conversations in 2 weeks §  4x average conversation volume

10.88% 2.39%

86.73%

Overall Sentiment 10% Sample

Positive Negative Neutral 0

1,000

2,000

3,000

4,000

5,000

6,000

Total Social Media Volume 4/22 -‐5/7

Total CS Products CS6/CCM Launch

Press Release Live Launch

Event

§  Sentiment: 97% positive/neutral drive by key features:

§  Overall web visits referred by social sites: 6,000,000

§  Social drove 10% of pre-order revenue:

2X ROI in <1 week 10X ROI in <10 weeks


Experimental Measurement: Deep Emotion Analysis

§  Creative Cloud Conversation Analysis

§  Emotions: §  Happy / Sad §  Admiration / Hatred

§  Fear / Anger

§  Surprise / Anticipation

§  Analysis: §  Individual Emotions

§  Aggregated Emotions of all CC conversations

§  Aggregated Emotions per user

§  Future §  Predictive sentiment analytics


Measuring the emotions of our influencers

Measuring emotions for AdobeMAX

social media bootcamp -cory edwards-adobe presentation

Social Media

adobe confidential

adobe systems incorporated

adobe employee julieanne

social innovation

events teams

social media manager

social media bios

structuring adobes social