Social Media Bootcamp -Cory Edwards-Adobe Presentation
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Social Media Bootcamp -Cory Edwards-Adobe Presentation

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Social Media Bootcamp 2013 ...

Social Media Bootcamp 2013
Cory Edwards-Adobe Presentation
Adobe's Journey:>From Social as an After-Thought to an Integrated Social Business Framework that Scales

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  • 1. Adobe’s Journey: From Bolt-on to Integrated Social Business Framework Cory Edwards, Head of Adobe Social Media Center of Excellence © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @coryedwards
  • 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. Our Journey BEFORE AFTER Disparate teams Hub and spoke organization Inconsistent KPI’s Common KPIs & measurement framework Differing tools/platforms Common tools Ad hoc reporting Standardized reporting Simple face-value measures Ability to prove Business Value and ROI © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 4. Evolving Adobe’s Social Organization Centralized §  One department controls all efforts §  Consistent §  May not be as authentic Distributed §  Organic growth §  Experimental §  Not coordinated 2000-09 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Altimeter Group §  Sets rules, best practices, §  Spreads widely around the org §  Multiple Hub & Spoke Takes time Authentic §  Coordinated/ Hub & Spoke 2010-12 §  Similar to Coordinated but across multiple brands and units 2013 Holistic §  Each employee is empowered §  Unlike Organic, employees are organized
  • 5. Social Innovation Without Coordination Product Marketing Regional teams PR Customer Support © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. HR Events Teams
  • 6. Move to a Coordinated Hub-and-Spoke Model Brand Business Units Global teams Mktg Functions Social Center of Excellence Customer Support CSR Events © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. HR
  • 7. Structuring Adobe’s Social CoE for Success •  Measurement Framework •  Data Driven Insights •  Listening Strategies & Research •  Dashboards •  Benchmarking 4 pillars of our CoE manage enable •  •  •  •  measure innovate Training Consulting Activation Social Champions © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 •  Governance/Audits •  Policy Enforcement •  Account Management •  BU Alignment & QBRs •  Social Leadership Council •  Pilot Programs •  Vendor Evaluation •  POV Newsletters •  Best Practice Sharing with Industry Peers
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. The Role of Influence in Society “I am not a role model!” “Clothes make the man… Naked people have little or no influence on society.” © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9  
  • 10. The 90/10 Rule Nearly Applies According to Forrester Research 13% of US adults account for 80% of the influential content online © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 11. An Approach to Building an Online Influencer Relations Program 1.  2.  3.  4.  Identify influencers for your key priority areas Map influencers to Influencer Progress Path Identify & activate key employees & SMEs to engage online Create campaigns or programs that aim to move influencers through each phase •  Online relationships only go so far… 5.  Benchmark progress Influencer Progress Path AWARENESS © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CREDIBILITY EMOTIONAL CONNECTION 11 LOYALTY ADVOCACY
  • 12. Identifying the Most Influential People Online Talking About Your Brand © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • 13. Benchmarking Your Share of Influence © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • 14. Mapping Programs Back to Influencer Path Solution launch events Rockstars Program Customer Spotlight Events AWARENESS CAP Days Social Think Tanks CREDIBILITY CAP Reunions EMOTIONAL CONNECTION Dell Debates ADVOCACY Dell Insiders (Dellegates) Influencer Days © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. LOYALTY 14 Product Seeding programs
  • 15. CAP Days & Social Think Tanks Outside In Customer Feedback Customer Feedback Inside Out Customer Feedback Influencer Dialogue Influencer Dialogue Customer Feedback Influencer Dialogue Dell facilitating topic-based discussions & brainstorms with influencers not customers Customers giving feedback on Dell’s business © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Influencer Dialogue 15
  • 16. In-Person Relationships Trump Online Relationships © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 17. 50 Events to Date 2013: 22 Events so far 2012: 20 Events 2011: 5 Events 2010: 2 Events © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 18. Creating Advocates © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 19. Why You Need to Activate Your Workforce Your subject matter expert employees Your everyday employees Example: Adobe Employee Julieanne Kost v. @Photoshop © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • 20. Training beyond the social media manager 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 Guided by our principles LISTEN to our customers online ENGAGE In 2 way dialogue CO-CREATE better products and services © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. in the right direction to mitigate risk and protect brand reputation ACT RESPECT RESPONSIBLY people’s opinions about Adobe and follow FTC rules 20 Authentic D Deliver value O Own your Actions Be Respectful E to scale customer engagement A B EMPOWER EMPLOYEES STEER EMPLOYEES Excellence Built upon learnings from UNIFY brand voice for greater impact
  • 21. Measurement © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 22. Click, Baby, Click! © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • 23. “So what. What is it doing for our business?!” © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 24. The Real Value of Your Social Followers Customers that engage with brands on social §  Stronger purchase intent: 60%more likely to purchase from a brand ___ §  40% Greater actual spend: ____ more money spent than other customers §  33 Deeper emotional commitment: Grant on average ___ point higher NPS score - Bain Research, 2011 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • 25. Social Media Value measurable and attributable difficult to measure or unknown © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 26. Social Contribution to Business Value PR, AR, IR amplification talent acquisition product innovation social marketing Total Social Media Social Media Value community engagement brand reputation © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social ROI sales support social support market research
  • 27. Listening + Analytics + Insights Monitoring Data Analysis Buzz metrics: topics, trends and sentiment 60,000 mentions in social each day Deep dives to understand business impact Tools: Adobe Social Sysomos Free tools © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tools: Adobe Marketing Cloud Sysomos Reporting and Recommendations Insights to inform business strategy Standardized Reports Dashboards
  • 28. 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 Number of ideas included in product development Number of bugs reported and fixed Size of community providing product feedback Engagement rates in product forums Number of product ideas submitted © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Product Innovation
  • 29. Creative Suite Launch Example: Measuring Awareness through Conversion §  §  §  Total  Social  Media  Volume   3,000,000 YouTube views 600,000 total conversations in 2 weeks §  4x average conversation volume Sentiment: 97% positive/neutral drive by key features: Overall Sentiment 4/22  -­‐5/7   6,000   Press   Release   10% Sample Live  Launch  10.88% Event   5,000   4,000   3,000   2,000   1,000   0   Positive Negative Total  CS  Products   §  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 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2.39% 86.73% Neutral CS6/CCM  Launch  
  • 30. Experimental Measurement: Deep Emotion Analysis §  Creative Cloud Conversation Analysis §  Emotions: §  §  Admiration / Hatred §  Fear / Anger §  §  Happy / Sad Surprise / Anticipation Analysis: §  §  Aggregated Emotions of all CC conversations §  §  Individual Emotions Aggregated Emotions per user Future §  Predictive sentiment analytics © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 31. Measuring the emotions of our influencers Measuring emotions for AdobeMAX © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 32. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.