Social Evolution: From the Social Helpdesk to Social Marketing       @JeffJordan© 2012 Adobe Systems Incorporated. All Rig...
Historical Context                                                               ROI and Behavioral Data                  ...
Social Media Marketing Then  © 2012 Adobe Systems Incorporated. All Rights Reserved.   3
Social Media Marketing Now© 2012 Adobe Systems Incorporated. All Rights Reserved.   4
Social Marketing Then and Now                                                   THEN                     NOW• 1:1 is the o...
Meet Maria© 2012 Adobe Systems Incorporated. All Rights Reserved.   6
The Challenges                                                             Social in a Silo                               ...
The Campaign: Adobe Creative Cloud/CS6 Launch© 2012 Adobe Systems Incorporated. All Rights Reserved.   8
The Campaign Assets© 2012 Adobe Systems Incorporated. All Rights Reserved.   9
The Results                                                     Social out-performed paid search                          ...
Maria Now                                                          More strategic position                                ...
Points to Consider        Are you looking at/asking for the right data?        Are your social marketing KPI’s remarkabl...
Adobe’s Social Solution                         MONITORING | ROI MEASUREMENT | ENGAGEMENT | APPS | ADVERTISING | CAMPAIGN ...
Q&A© 2012 Adobe Systems Incorporated. All Rights Reserved.   14
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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
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

Published in: Business
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Transcript of "Social Evolution: From the Social Helpdesk to True Social Marketing - BDI 11/15/12 Financial Services Social Communications 2012: Case Studies and Roundtables"

  1. 1. Social Evolution: From the Social Helpdesk to Social Marketing @JeffJordan© 2012 Adobe Systems Incorporated. All Rights Reserved.
  2. 2. Historical Context ROI and Behavioral Data Personalization ROI and Behavioral Data Personalization© 2012 Adobe Systems Incorporated. All Rights Reserved. 2
  3. 3. Social Media Marketing Then © 2012 Adobe Systems Incorporated. All Rights Reserved. 3
  4. 4. Social Media Marketing Now© 2012 Adobe Systems Incorporated. All Rights Reserved. 4
  5. 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. 6. Meet Maria© 2012 Adobe Systems Incorporated. All Rights Reserved. 6
  7. 7. The Challenges Social in a Silo Disconnected Workflow No Insight to ROI Governance© 2012 Adobe Systems Incorporated. All Rights Reserved. 7
  8. 8. The Campaign: Adobe Creative Cloud/CS6 Launch© 2012 Adobe Systems Incorporated. All Rights Reserved. 8
  9. 9. The Campaign Assets© 2012 Adobe Systems Incorporated. All Rights Reserved. 9
  10. 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. 11. Maria Now More strategic position More staff More budget Massive bonus!* *bonus unconfirmed© 2012 Adobe Systems Incorporated. All Rights Reserved. 11
  12. 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. 13. Adobe’s Social Solution MONITORING | ROI MEASUREMENT | ENGAGEMENT | APPS | ADVERTISING | CAMPAIGN MANAGEMENT© 2012 Adobe Systems Incorporated. All Rights Reserved.
  14. 14. Q&A© 2012 Adobe Systems Incorporated. All Rights Reserved. 14

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