Social Evolution: From the Social Helpdesk to True Social Marketing - BDI 11/15/12 Financial Services Social Communications 2012: Case Studies and Roundtables

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Case Study: Social Evolution: From the Social Helpdesk to True Social Marketing …

Case Study: Social Evolution: From the Social Helpdesk to True Social Marketing
Presented by: Jeff Jordan, Senior Executive Global Alliances, Adobe Social
Social CRM was just the beginning. Social marketers must evolve beyond reduced call-center volume and engagement to generating revenue and business impact. Come learn how to evolve your company's use of social media from "the social help desk" to a measurable, revenue-generating marketing channel.

www.bdionline.com

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  • 1. Social Evolution: From the Social Helpdesk to Social Marketing @JeffJordan© 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 2. Historical Context ROI and Behavioral Data Personalization ROI and Behavioral Data Personalization© 2012 Adobe Systems Incorporated. All Rights Reserved. 2
  • 3. Social Media Marketing Then © 2012 Adobe Systems Incorporated. All Rights Reserved. 3
  • 4. Social Media Marketing Now© 2012 Adobe Systems Incorporated. All Rights Reserved. 4
  • 5. Social Marketing Then and Now THEN NOW• 1:1 is the only personalization • Scalable personalized information• ROI = Engagement • ROI = Engagement and Revenue• Disconnected workflows • Integrated workflows• Social Marketer = Community Manager • Social Marketer = Revenue Creator• Social in a supporting role • Social in central role© 2012 Adobe Systems Incorporated. All Rights Reserved. 5© 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 6. Meet Maria© 2012 Adobe Systems Incorporated. All Rights Reserved. 6
  • 7. The Challenges Social in a Silo Disconnected Workflow No Insight to ROI Governance© 2012 Adobe Systems Incorporated. All Rights Reserved. 7
  • 8. The Campaign: Adobe Creative Cloud/CS6 Launch© 2012 Adobe Systems Incorporated. All Rights Reserved. 8
  • 9. The Campaign Assets© 2012 Adobe Systems Incorporated. All Rights Reserved. 9
  • 10. The Results Social out-performed paid search Social drove more than 3M visitors Social visitors spent 2x time on site 32M app impressions and 15K new likes One “tweeter” drove over $5kUsed social data to re-target users with ads and content© 2012 Adobe Systems Incorporated. All Rights Reserved. 10
  • 11. Maria Now More strategic position More staff More budget Massive bonus!* *bonus unconfirmed© 2012 Adobe Systems Incorporated. All Rights Reserved. 11
  • 12. Points to Consider  Are you looking at/asking for the right data?  Are your social marketing KPI’s remarkably different from your other digital marketing KPIs?  Is your social data in a silo?  How many tools do you use to run a social campaign?  Are your social marketing campaign management workflows integrated with campaign management workflows for other channels?© 2012 Adobe Systems Incorporated. All Rights Reserved. 12© 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 13. Adobe’s Social Solution MONITORING | ROI MEASUREMENT | ENGAGEMENT | APPS | ADVERTISING | CAMPAIGN MANAGEMENT© 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 14. Q&A© 2012 Adobe Systems Incorporated. All Rights Reserved. 14