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Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
Proving the business value of social media
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Proving the business value of social media

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In this webinar Julie Cleeland Nicholls, Adobe’s Director of Communications, Asia-Pacific, shares her recipe for success in managing and executing Adobe’s social media strategies. …

In this webinar Julie Cleeland Nicholls, Adobe’s Director of Communications, Asia-Pacific, shares her recipe for success in managing and executing Adobe’s social media strategies.

This is a unique opportunity to uncover key tricks and tools from the corporate sector to help you improve your organisation’s not for profit social media presence.

To view the recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past

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  • 1. Julie Cleeland Nicholls, Director, Communications, APAC@jcnsingapore
  • 2. Agenda Your Organizational Approach Measurement Framework  Standardising KPIs  Measuring and Analysing  Reporting Case Studies  Adobe CSR – Adobe Youth Voices  Integrating social media with a marketing launch  Product Innovation
  • 3. How Adobe Got Organized: From 2009 to 2013 …. Source: Altimeter Group Centralized Distributed Coordinated/ Multiple Hub Holistic • One • Organic growth Hub and Spoke and Spoke • Each employee department • Authentic • Sets rules, best • Similar to is empowered controls all • Experimental practices, Coordinated but • Unlike Organic, efforts • Spreads widely across multiple employees are • Not coordinated • Consistent around the org brands and organized • e.g., startups units • May not be as • Takes time • e.g., Zappos, authentic • e.g., Red Cross • e.g., Cisco, HP Dell • e.g., Ford 2000 - 09 2010 - 11 2012 -
  • 4. Adobe’s Hub-and-Spoke Model Corporate / Brand Global Business teams Units Social Hub Marketing Center HR Functions of Excellence Customer CSR Support Events
  • 5. Measurement Framework
  • 6. What do we mean by “value”? Provide the right metrics to the right audience, at the right timeValue of social media will differ across companies: And can be measured by: Brand awareness/affinity  Soft metrics: Engagement  Brand affinity, perception, Cost savings  Reputation, SOV, sentiment Customer retention and Loyalty  Hard Metrics: Advocacy  Traffic, Leads Conversion, revenue  Conversion, Revenue Need to balance nurturing communities and promotional efforts
  • 7. Standardize KPI FrameworkBusiness KPI 1 KPI 2 KPI 3 KPI 4 KPI 5ObjectiveAwareness Volume of Share of voice Sentiment Engagement* Community conversation / Growth % sentimentEngagement Re-tweets Repeat comments @messages hashtags Repost sharesLead Generation RFI submission Sales call led through socialDemand / Direct attribution Referring URL web analytics Social analytics:Conversion revenue and trial: tracking: Impressions, Measure correlations(adobe.com) button/link/tweet/ Conversions, trials between awareness, post sentiment, conversation volume; and revenue and trial.Support Cost savings CSAT (adobe.com) Sentiment Volume conversations (decrease call volume, y, z)Product Innovation # ideas # Ideas included in Influence on purchase Impact on customer product dev. decisions satisfaction (PLT study)
  • 8. Monitor, Measure, Analyze and Optimize
  • 9. Listening + Analytics = Total Picture Listening Data Analysis Reporting and RecommendationsMonitor channels for topics, Deep dives to understand Standardized stakeholder trends and sentiment business impact reports with insights
  • 10. Listening and Monitoring
  • 11. Standardize Reporting
  • 12. Standardize Reports Social Manager Report Stakeholder Report (BU) Executive Report 1 2 3•Social ‘owned’ channels report •Sentiment, Conversation and revenue •Revenue – Conversion Funnel•Top topics, posts/tweets, themes •Community Growth and Performance •Customer satisfaction•Top authors and influencers •Product Conversion Funnel •Brand reputation•KPIs Daily Alerts Campaign Report 4 5 •Volume of conversation •Key findings (keyword) •Top topics of discussion •Sentiment, Conversations and •Sentiment analysis Revenue •Daily volume / sentiment •Influencers •Key topics •Conversion analysis
  • 13. Report Examples – Social Practitioner
  • 14. Report Examples: Executive DashboardKey Insights:• Executive-level summary of key changes in KPIs and drivers.• Focus on Social Media driving Brand Awareness, Product Marketing and on-line conversion. Social Marketable Universe Volume and Sentiment Share of Voice 8,000 Thousands 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - Feb 10 Oct 10 Oct 11 Jan 10 Mar 10 Sep 10 Feb 11 Jan 11 Mar 11 Sep 11 Feb 12 Jan 12 May 10 June 10 July 10 Nov 10 May 11 June 11 July 11 Nov 11 April 10 April 11 Aug 10 Dec 10 Aug 11 Dec 11 Mentions and Site Visits Correlation Revenue Contribution Revenue per Visitor 14
  • 15. Adobe Case Study –How social media extended the reach and engagement of our global CSR Program
  • 16. Adobe Youth Voices Social Community
  • 17. About Adobe Youth VoicesWhat is Adobe Youth Voices • A program that encourages youth 13-18 to express their creativity through media projectsOur Social Goals • Spread awareness of AYV • Create a digital space for AYV students to connect • Ignite creative confidence in youth • Empower youth to find their voice and make it heard • Create a sense of global communityChannels • Facebook (Adobe Youth Voices – global and India) • Twitter (@AdobeYV) 17
  • 18. Shift in StrategyIn November 2012, we took a proactive approach tosocial • Refreshed our social strategy • Paid close attention to community behavior • Started varying posted content • Adjusted content on the fly • Invited community to share opinionsResults (Nov-Feb): • 21% growth in fans Facebook Page 1,000,000 10,000 • 761% growth in engagement Total Engagements Total Impressions 800,000 8,000 • 283% growth in impressions 600,000 6,000 400,000 4,000 200,000 2,000 - - November December January February Total Impressions engagements 18
  • 19. 5 Key Learnings1. Define your Community • Who are your followers? • Does your current audience reflect your target audience?2. Find Your Voice • Develop a voice for your page • Create a personality for your brand • Maintain a consistent voice throughout all posts3. Determine Engaging Content • What type of content does your community like, respond to, and share? • It may often be content from other sources/not company focused4. Measure Channels Regularly • Support your social strategy plan with data • Track for shifts within the community5. Develop a 2-Way Dialogue • Respond to your community in a timely manner • Encourage fans to share their own thoughts, opinion, and content 19
  • 20. 3 Tips to Try for Yourself1. Follow the 3 Cs For Each Post • Create stimulating visuals • Credit the source • Call to action2. Join the Conversation • Participate within your larger community • Engage with industry influencers and develop relationships3. Cross-Channel Promotion • Leverage different social communities to expand your reach and amplify your voice • Create different types of content relevant to each channel/ audience interests 20
  • 21. Adobe Case Study – Integrating Social in a Marketing Launch
  • 22. Case Study – CS6 and Creative Cloud Launch
  • 23. Social Media Objectives Ignite Adobe’s 8M  Extend the reach of live  Drive Traffic and Pre-orders strong social ecosystem and events through social drive positive buzz 23
  • 24. Organized Across Teams And Time Zones @Adobe TV @Adobe @Phot AE o- shop @Light- @Adobe room @Creative Suite APAC @Creative @Dream Handles Cloud - weaver @Adobe @Inside Premiere AI @In @IAmFir Design e works
  • 25. Amplified News Across Social Media  Launch and News Amplification  Digital Reporting  Real-time coverage of launch event, Scavenger Hunts and community feedback 25
  • 26. Engaged APAC Creative Luminaries through Launch Events, Briefings and Trials  140 photographers, designers, artists, fashion designers, film- makers from across APAC 26
  • 27. Measured Impact – Awareness Total Social Media Volume 3 million YouTube views 4/22 -5/7 Press 6000 Release Live Launch Event 600k conversations in 2 weeks 5000 4000 Key Conversation Drivers 3000 2000  Flagship products 1000  New features 0 Total CS Products CS6/CCM Launch Conversation Breakdown Overall Sentiment 10% Sample Sentiment Summary 22% 16% 10.88% 2.39%  97% positive/neutral  Excitement about new offerings  < 3% negative 62% 86.73% Creative Cloud Only Creative Suite Only Positive Negative Neutral  International pricing CC & CS6 Combined
  • 28. Measured Impact - Traffic and Conversion 27% of visits to event came from social referrals 35.2k visits to product site came from social sites 6 million web visits referred by social sites overall Social drove 10% of pre-order revenue 2X ROI in <1 week
  • 29. What is the Value of a Fan/Follower? Revenue per Visitor x2 x1.5 $ All Social Facebook/Twitter Nov 1, 2011 – Jan 19, 2012 Our fans and followers coming from social are twice as valuable.
  • 30. In Summary Align social to your own business Organization and preparation is key Define ‘value’ in terms of your needs Measure social value in relation to impact

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