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Search Engine Strategies San Francisco (Sept 2013) presentation on the Integration of Search & Social Strategies by Dave Lloyd of Adobe.

Search Engine Strategies San Francisco (Sept 2013) presentation on the Integration of Search & Social Strategies by Dave Lloyd of Adobe.

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Integration of Search & Social Strategies. Dave Lloyd @ Adobe. Search Engine Strategies - San Francisco. #sessf Presentation Transcript

  • 1. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SES SF – Developing an Integrated Search & Social Strategy
  • 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dave Lloyd Senior Manager, Global Search Marketing Global team delivering Organic & Site Search strategies for all Adobe products Team Charter • Deliver industry best practices • Drive KPI-focused results • Showcase Marketing Cloud products 12 years in Search, 15 years in Digital @davelloyd1 http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/
  • 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Changing the world through digital experiences
  • 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 74% of Adobe’s Marketing Spend is on Digital
  • 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. KPIs • Direct Response: • Subscription units • Cost per subscription • Awareness & Sentiment • Retention & LTV KPIs • Lead Gen: • SALs • Inquiries • Prospects • ACV
  • 6. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Business has only two basic functions: marketing and innovation.” – Peter Drucker
  • 7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Simplest Takeaways 1. Be curious and open to change 2. Get Executive buy-in 3. Clarify KPIs – they don’t have to be the same 4. Define shared wins & early pilots and share credit 5. Meet often (bi-weekly) to address chaos & points of divergence 6. Share, share, share, collaborate, talk, connect –--- training, ideas, resources, failures, case studies 7. Don’t optimize for Google, Facebook, Twitter only --- optimize for best practices that benefit users 8. Build to last 7
  • 8. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. What markets to pursue 2. What is your unique value 3. What resources & capabilities to develop 4. How to sustain competitive advantage = Maximize ROI & value through strategic alignment & influence *Innovator’s DNA by Jeff Dyer, Hal Gregersen, & Clayton Christensen Agenda - Strategic Framework
  • 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Markets to Pursue 2. What is your unique value 3. What resources & capabilities to develop 4. How to sustain competitive advantage  Key Question: Why do visitors engage socially or come to your site? What task are they trying to accomplish? slideshare.net/dalloyd @davelloyd1
  • 10. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  What does your data say?  What are your easiest-to-measure Key Performance Indicators?  What has most impact on your business?  Where do you have resources to act? “In data analysis, 90% of the analysis takes 90% of the time. The last 10% takes the other 90% of the time.” Deciding on Markets
  • 11. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Real Value of Your Social Followers 11 Customers that engage with brands on social  Stronger purchase intent: 60% more likely to purchase from a brand  Greater actual spend: ~40% more money spent than other customers  Deeper emotional commitment: Grant on average 33 point higher NPS score - Bain Research, 2011
  • 12. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measurement Capabilities: Listening and Analytics Reporting and Recommendations Data AnalysisListening Monitor channels for topics, volume, trends and sentiment Deep dives to understand business impact Standardized stakeholder reports with insights
  • 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Listening and Monitoring
  • 14. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social Media Value Framework Key Performance Indicators (KPIs) • Measure Business Impact (Revenue Contribution or Other) • Tied to specific business or program objectives Examples: engagement, followers, share of voice, conversation volume Revenue Contribution • Measurable impact on the bottom line • Incremental Revenue Generated or Cost Savings ($$) Examples: revenue impact, call center cost deflection, customer LTV Return On Investment (ROI) • Measure for rate of return on a incremental business spend 𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅 𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶 𝐶𝐶 𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶 𝐶𝐶 $ − 𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵 𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼 𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼($) Revenue Contribution + Other Business Impact KPI3 KPI1 KPI2 Total Social Media Value
  • 15. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Analysis 15 Competitive Benchmarks Campaign Tracking Traffic and Revenue Drivers
  • 16. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe’s Approach: Measurement Framework 16 Executives Budget Stakeholders Social Practitioners Provide the right metrics to the respective audience.
  • 17. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Standardize Reports Social Manager Report Stakeholder Report (BU) Executive Report •Social ‘owned’ channels report •Digital landscape (KPIs) •Top topics, posts/tweets, themes •Top authors and influencers Daily Alerts Campaign Report •Key findings •Top topics of discussion (volume and variance) •Sentiment analysis •Daily volume / sentiment •Volume of conversation (keyword) •Sentiment, Conversations and Revenue •Influencers •Key topics •Conversion analysis 1 4 5 •Sentiment, Conversation and revenue •Community Growth and Performance •Product Conversion Funnel •Revenue – Conversion Funnel •Customer satisfaction •Brand reputation 2 3
  • 18. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Executive (C-level) Dashboard Landscape Weekly Business Report Quarterly Business Report aligns to GMO priorities Trended over last 6 weeks and last year same wk:  Total conversation volume (total and BU)  Traffic and direct revenue by social visitors  Key topics  Social media sentiment Quarterly report aligns to CMO Objectives  Includes all metrics from weekly +  Total Social marketable universe  Product Ratings and Reviews update  Event conversation volume/sentiment  SOV reporting  Qualitative program quarterly program update
  • 19. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stakeholder (Director/VP) Dashboards Weekly Business Report Digital Marketing Campaign Weekly Scorecard  Focus on campaign goals. Social results and impact embedded into Digital Marketing Dashboard (across PR, Search, Display, email, etc) Event based reporting Weekly Update  Social conversation y platform and BU  Fastest growing accounts Weekly program highlights Weekly Stats  Total volume, sentiment, top topics
  • 20. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social Practitioners Weekly Monthly Weekly Summary reports • Focus on daily performance of channels and individual content. Identifies opportunities to engage on the channels.  Weekly Social Leaderboard  Focus on weekly performance in growth and engagement (NA only). Opportunity for Social Leads to share strategies that are working well and recognize accomplishments in a friendly competition. 20 Monthly Automated Dashboards  Focus on community growth, engagement and demographics. Offers ability to compare multiple accounts on one report
  • 21. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Daily social media briefs delivered to all audiences  Key topics, volumes, and sentiment  Alerts on emerging topics
  • 22. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creative Cloud Campaign: Measuring Site Traffic & New Subscriptions  Social drove 9% of traffic to Product Pages (more than 12% during AdobeMAX Conference and Ship Announcement) 3.4X pre-announce volume 0% 5% 10% 15% 0 10,000 20,000 30,000 40,000 21-Apr 26-Apr 1-May 6-May 11-May 16-May 21-May 26-May 31-May 5-Jun 10-Jun 15-Jun 20-Jun 25-Jun Visits to Prod Pages by Social Visitors % of Total Visits Visits to Product Pages from Social  Social drove 6.5% of new Subscriptions (more than 8% during AdobeMAX Conference and Ship Announcement) 2X pre-announce volume  Future KPI: New Subscriptions and Retention Rates 0.0% 5.0% 10.0% 0 50 100 150 200 250 300 350 21-Apr 26-Apr 1-May 6-May 11-May 16-May 21-May 26-May 31-May 5-Jun 10-Jun 15-Jun 20-Jun 25-Jun CCM Subscriptions by Social Visitors % of Total AdobeMAXPre- announ ce Ship New Subscriptions from Social AdobeMAXPre- announ ce Ship
  • 23. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO - One-slide Executive Summary  Keep it simple  Report on current trends  Provide context  Identify action items that support SEO projects and indicate timelines
  • 24. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 Project-level SEO Reporting (BU/LOB)  Report on KPIs that drive business decisions  Define reporting format and method of delivery  Make sure reporting translates to actionable recommendations  Forecast impact  Execute and track impact Source: Adobe Discover
  • 25. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. We’ve always had Big Data – it’s just bigger now. It’s about getting to data that matters, identifying patterns & anomalies, and then executing.
  • 26. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. What markets to pursue 2. Unique Value 3. What resources & capabilities to develop 4. How to sustain competitive advantage  Key Question: What is the Unfair Advantage your team can uniquely drive? slideshare.net/dalloyd @davelloyd1
  • 27. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do we mean by “Value”? Value of social media will differ across companies:  Brand awareness/affinity?  Engagement?  Cost savings?  Customer retention? Loyalty?  Advocacy?  Conversion, revenue? Definition: Relative Worth, Utility, or Importance And can be measured by:  Soft metrics:  Brand affinity, perception,  Reputation, SOV, sentiment  Hard Metrics:  Traffic, Leads  Conversion, Revenue Need to balance nurturing communities and promotional efforts
  • 28. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Public Relations and Communications Marketing and ecomm. Customer service and support Product Innovation Awareness  Dialog / Conversation  Share of Voice / Influence  Sentiment and Reputation  Volume  Engagement Innovation and R&D  Topic Trends  Ratings & Reviews  Sentiment  New features included from community Marketing  Testing impact of UGC  Search, Media, Email, Web Traffic  Market Research Survey  Fans vs. Followers tracking  Search Optimization Ecommerce/ Direct Revenue  Direct Attribution  Revenue and Subscriptions  Adobe Analytics on Facebook  Social Campaign ROI Support Measurement  Call Volume  Resolution Rate  Resolution Time  CSAT Score Social Contribution to Business Objectives
  • 29. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Established Social Media Center of Excellence (HUB) Mission: Enable and drive more strategic social media programs across company Listen • Listening posts • Measurement Framework • Reporting Enable • Trainings • Centralize/standardiz e • Governance/policies • Crisis Management Empower • Advise on strategy • Build programs • Knowledge sharing • Social council/global calls Innovate • Pilots • Corporate/Brand strategy • Business Unit strategy • Industry news and best practices
  • 30. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Evolving Adobe’s Social Organization Source: Altimeter Group Centralized  One department controls all efforts  Consistent  May not be as authentic Distributed  Organic growth  Authentic  Experiment al  Not coordinated Coordinated/ Hub & Spoke  Sets rules, best practices,  Spreads widely around the org  Takes time Multiple Hub & Spoke  Similar to Coordinate d but across multiple brands and units Holistic  Each employee is empowered  Unlike Organic, employees are organized 2000-09 2010-12 2013
  • 31. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Move to a Coordinated Hub-and- Spoke Model Social Center of Excellence Corp/ Brand Business Units HR Custome r Support Events CSR Mktg Function s Global teams
  • 32. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advise Teams How to Build Programs and Strategies ORGANIZE • Define Objectives • Identify Roles & Resources • Listen: Benchmark Social Presence DEVELOP PLAN • Comprehensiv e Strategy Planning • Global Brand Voice • Platform/tools • Content Strategy • Crisis Plan ENGAGE • Right Place • Right Time • Influencers • Advocates INSIGHTS • Online Monitoring • Analysis, Reporting & Optimization
  • 33. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe’s Search Marketing Vision 33 Paid Organic Site Maximize influence & integration
  • 34. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Paid 32 Programs - 31 countries 1.6M KWs/700K active 14K ad copy rotations 1,113 LPs Adobe Media Optimizer Platform Automated-bid technology Adobe Target testing Adobe Search Team Scope Organic 30+ Domains, Subdomains, & Microsites 15K Top Priority KWs & URLs 25% of traffic to Adobe.com – 35% of revenue SEO Tools implementation Worldwide Coverage 20 countries direct, 70 indirect through best practices Site 1.8M pages ~10M KWs 11 major sites Use Adobe Search&Promote product • 3 pillars of Search are aligned & on same team • Adobe Digital Marketing Suite (alpha-testing partner) • 74%of Adobe’s Marketing Spend is on Digital
  • 35. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search Engagement Process Sales & Marketing Database Metrics & Reporting Dashboards using Adobe Analytics and Adobe Media Optimizer SEARCH DELIVERY VEHICLES Ad Copy Paid Organic Site Promo Copy Strategy Communication, KPIs, Objectives, Global, Segmenting Buy NowDownload/TrialLead Generation Keywords Link Building Content Landing Pages Engagement Launches, Offers, Audience, Keywords, URLs Search Stakeholders Demand Marketing Campaign Marketing Business Units
  • 36. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO Engagement 36 Execs Writers Web Strategy IT Web Production Analytics Global Teams (Loc) Store Teams BU PR & Social Direct Mktg Paid Search SEO Team  Align SEO with stakeholder goals  Work with teams on driving KPIs  Identify opps & execute  Report progress
  • 37. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data-Driven SEO Engagement 37 Execs Writers Web Strategy IT Web Production Analytics Global Teams (Loc) Store Teams BU PR & Social Direct Mktg Paid Search SEO Team Rank, Bounce rate, conversion metrics Align on strategy based on data Social activity & SEO KPIs Alignment on KPIs & segments Crawl rate, redirects, errors, malware Impact of content optimization Crawl errors, indexing (XML Sitemaps, Robots.txt), redirects Impact of localization optimization, trends & prioritization Top-level reporting Messaging and keyword-level data Indexing, impact of content & Tech SEO Data sharing, cross-channel optimization, testing
  • 38. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Optimize team to focus to SEO signals SEO Algorithm Team Priorities
  • 39. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search & Social (Virtuous Cycle) 39 Search keywords inform Social content strategy Social conversations drive Search equity Search enhancements improve Social ranking Social conversations inform keyword strategy
  • 40. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Meet your neighbor 1 minute each What’s the Unique Value of your team’s Social + Search integration strategy?
  • 41. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. What markets to pursue 2. What is your unique value 3. Resources & Capabilities to Develop 4. How to sustain competitive advantage  Key Question: How best to maximize opportunities? slideshare.net/dalloyd @davelloyd1
  • 42. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Defined Social Media Policies 42  Guidelines/Guardrails  Reflect Adobe’s cultural values and philosophy toward social media  “Use common sense and act responsibly”
  • 43. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Provided Trainings – Early Focus was on the Social Employee 43  Playbooks & best practice sharing  Guidelines  Basic governance  Crisis mitigation  How to build a social media task force  How to build a social strategy  Listening, measurement, & insights
  • 44. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advise Teams How to Build Programs and Strategies ORGANIZE • Define Objectives • Identify Roles & Resources • Listen: Benchmark Social Presence DEVELOP PLAN • Comprehensiv e Strategy Planning • Global Brand Voice • Platform/tools • Content Strategy • Crisis Plan ENGAGE • Right Place • Right Time • Influencers • Advocates MEASURE • Online Monitoring • Analysis, Reporting & Optimization
  • 45. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search Impact Lifecycle 45 Change Analysis POVImplementation Impact New opportunity, i.e. algorithm change, search trends, new tools available Assess, define enhancement options, forecast impact Impact vs difficulty, POV, get buy- in from stakeholders Implement enhancements - Produce case study and communicate - Share via Blogs, at conferences DeployIdentify additional opportunities
  • 46. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Get the DNA of SEO aligned early & often.” http://blogs.adobe.com/digitalmarketing/digital-marketing/search-engine-marketing/search-marketing-dna/ 1. Comprehensive presentation on Search & SEO  Address beginner, intermediate, & advanced areas  Customize for stakeholders 2. Regularly updated best practices document (copy-pastable) Ideally, train each new group you work with  30 minute formal session  5 minute ad-hoc when starting a new project Regular Training is Critical
  • 47. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO Best Practices document 47
  • 48. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integrate SEO best practices regularly into entire content authoring workflow Search-informed Global Content Marketing SEO not aligned strategically, early, & often in publishing process Challenges Strategies Minimal influence of key global content assets Content publishers don’t know or execute SEO best practices Collaborate early on global content priorities to best leverage resources Tight SEO team alignment, training, and QA process with all who touch content
  • 49. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy: Aligning with BU  Analyze data and identify opportunities  Define strategy based on data; i.e. Non-branded KWs trends  Focus: Non-branded optimization Trends: Non-branded keywords Source: Google Insights
  • 50. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy: Aligning with BU  Strategy: create content to support optimization of Non-branded KWs  Success metrics / case study:  Rankings, Share of Voice  Growth in Visits (300%), Units (160%)  Total contribution to BU: Visits up from 4% to 44%, Revenue from 3% to 21%  Next steps: identify additional opps Source: Adobe Discover, BrightEdge
  • 51. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social metrics that impact Search 51 • Facebook’s metrics are substantially better correlated with rankings • Low Twitter correlation could also be due to less public data available • Red bar is a benchmark of a traditional SEO signal http://www.seomoz.org/article/search-ranking-factors#metrics-4
  • 52. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Impact of Social on SEO 52 Keyword “social analytics” December (1 week) - Rank from 28 to 2 - From 7 Tweets February (3 weeks) - Rank from 4 to 2 - From 28 Tweets and 6 Facebook Actions Source: BrightEdge
  • 53. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Blogs Items Action Note Content Determine content strategy by objectives and theme (thought leadership/news/tips/etc.) Keywords Consult with product teams for their target keyword for the products and categories related to the article; leverage keywords in header and body Other resources: SEO/SEM keywords, on-site search queries, social media sites Title Use keyword in blog post title Meta Description Use keyword in meta description. Each article should have a unique meta description Category/Tags Every article should be categorized and tagged. Ensure categories and tags reflect how customers search for content and identify themselves (not how company categorizes customers/business areas). Categories should be used as a navigation/menu. Body Text Use keyword in body text throughout the article; balance use of keywords and maintain an authentic tone of voice Links Use keyword for linked page in anchor text. Cross link to related articles Link to geo pages whenever possible, instead of US/Global pages URL Use simple and short URL structure with keyword It’s good to have category name in URL structure Micro-formats and Schemas Use “rel=author” tag to indicate the ownership/editor of each blog post See Schema.org and Microformats.org for info Prepared by: AJPR LLC 2010 53
  • 54. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Blogs (continued) Items Action Note Images and Videos Use keyword in file name. Add a short description with keyword (title and alt tags); Posts with dynamic media are more engaging for social communities Use title=“xxxxxxx” and alt=“xxxxxxx” tags Page Template Apply <H1> to article main header, and <H2> to sub header. Place social icons on each page where visible to readers Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL ending with “.html” Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map Engagement Invite comments and questions on your posts to continue the conversation; update blog posts w/ new information as it becomes available to keep content fresh Cross-Amplification Cross-amplify blog posts on other social networks and other Adobe channels to extend the reach Posts on other social networks that link back to blog should also be keyword optimized (Twitter, Facebook, Google+, etc.) Frequency Ensure frequency of content is regular and consistent to ensure that readership has reason to come back to site Prepared by: AJPR LLC 2010 54
  • 55. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Facebook Items Action Notes Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content Balance use of keywords with tone. Remain authentic Engagement Encourage engagement within posts – ask questions, invite comments, and respond. Tagging Tag other Facebook pages in posts to extend the reach of your content Text Areas Create robust profile (bio, about, description) with keywords that links back to home page Frequency Balance frequency of content based on amount of community engagement Timing Test different post times to determine which days/time your community is most engaged Keywords Consult with product teams for their target keyword for the products and categories related to social posts. Include keywords and rich media (photos/videos) Keyword integration should be shared between all social media sites Link to Facebook from domain Link to each global Facebook account from country home page Facebook Like button Enable Facebook Like on pages Facebook Open Graph Consider whether use of FB Open Graph makes sense for your domain Prepared by: AJPR LLC 2010 55
  • 56. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Twitter Items Action Note Profile setup Treat text areas as relevant for search engine indexing – include keywords and links in bio Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content Keywords Consult with product teams for their target keyword for the products and categories related to series of posts; leverage keywords in tweets Other resources: SEO/SEM keywords, on-site search queries, social media sites URL linking Drop links authentically, don’t overload on anchor text used Search & Social teams should be aware of similar goals & URLs that support that Influencers Identify and influencers by industry & product and follow – engage with their content through retweets and @replies Twitter button Enable on relevant part of your domain Hashtags Leverage hashtags that are keyword optimized and receiving high traffic Engagement Monitor your @mentions and respond to questions/comments Frequency Balance frequency of content based on amount of community engagement Timing Test different post times to determine which days/time your community is most engaged Prepared by: AJPR LLC 2010 56
  • 57. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Google+ Items Action Note Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author Google+ Individual Accounts Tie Google+ to rel-author for individual writers or bloggers Google+ Corporate Account Set up Google+ Corporate account Include meta description and link back to corporate domain Google Profiles Fill in your Google profiles with relevant information & links Google +1 button Enable on your domain Keywords Consult with product teams for their target keyword for the products and categories related to the article Other resources: SEO/SEM keywords, on-site search queries, social media sites Body Text Use keyword in Google Profiles and Google+ posts Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages Social Media Content All content on social channels should be keyword optimized , include links and rich media in content whenever possible Balancing keywords while staying true to your voice is critical Text Fields on Social Channels Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc. Prepared by: AJPR LLC 2010 57
  • 58. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Facebook - main ad formats currently used by Adobe 58
  • 59. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. LinkedIn ad formats - image/text & video 59 Video Image & text ads
  • 60. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. LinkedIn sponsored updates 60 Typical CTR of 0.4% for sponsored updates vs. 0.2% for Linkedin Ads
  • 61. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. What markets to pursue 2. What is your unique value 3. What resources & capabilities to develop 4. Sustain Competitive Advantage  Key Question: What needs to change in order to maintain your team or corporate advantage? slideshare.net/dalloyd @davelloyd1
  • 62. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agile - proven & repeatable process 62 Being Customer Centric INSPIRES Product Vision & Sustainable Project Plan Teams EXECUTE & ITERATE on simple, short, and incremental Sprints (2 weeks) Sprint Learnings & Customer Feedback INFORM next Sprint deliverables Project Plan REQUIRES Agile- aligned Lean Teams Benefits Quick Decisions Immediate Gratification Limit Big Problems Always Improve
  • 63. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Modified Agile Weekly Scrum meetings Consistent Sprints Shared accountability Optional daily stand-ups Optional user stories Maturity Model for Agile Marketing True Agile + Scrum Full stakeholder alignment ScrumMaster leads daily stand-ups Customer feedback loop Basic Project Management Clear goals Defined owners Agreed on deliverable dates Integrated Project Management Shared ownership & KPIs Regular meetings Get Things Done mentality between groups FirmLoose Stakeholder Commitment
  • 64. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which aspects of Agile do organizations use?
  • 65. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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 voice or 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 Volume of conversations driven by advocates 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
  • 66. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure Both Qualitative and Quantitative 0 50 100 150 200 250 300 December January February Thousands Negative Neutral Positive Volume and Sentiment 0 5000 10000 15000 20000 25000 30000 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Adobe Flash Player 10.3 available Adobe TV- Demo ofFlash Encoder Update Adobe Warns ofFlash Player Zero- DayAttack Flash absent on MotorolaXoom Omniture summitis on! Google pullsH.264HTML5support fromChrome Adobe CS5.5 integrateswith digital publishing suite Photoshoptouch applications for iPad Adobe'sWallabyties Flash to HTML 9,381 13,150 17,151 11,093 10,850 5,901 7,306 5,662 4,809 4,750 Analytics Emerging Topics
  • 67. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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
  • 68. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creative Cloud Announcement Emotions Measuring emotions for AdobeMAX
  • 69. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Are you measuring a holistic view of multi-channel impact?  Measure the impact of your efforts against metrics specific to interactions  Measurement can and should be about more than impressions and visits 69
  • 70. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 %ContributiontoOnlineRevenue Cross Channel Optimization Example Revenue Contribution by Marketing Channel Organic Search Email Paid SearchSocial Media Product Launch
  • 71. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Database Analytics PR/Social Finance Email Marketing Web Analytics Search Market Research Advertising Business Unit Synthesis & Insights Core team leadership shared by Marketing Effectiveness and Campaign Marketing Organizational Impact of Digital Marketing
  • 72. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Markets to Pursue 2. Unique Value 3. Resources & Capabilities to Develop 4. Sustain Competitive Advantage = Maximize ROI & value through strategic alignment & influence slideshare.net/dalloyd @davelloyd1 Thank you!
  • 73. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.