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Social Media Measurement and ROI: One Company’s Perspective
 

Social Media Measurement and ROI: One Company’s Perspective

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Presentation by Maria Poveromo| Director, Social Media, Adobe Systems @mariapoveromo

Presentation by Maria Poveromo| Director, Social Media, Adobe Systems @mariapoveromo

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    Social Media Measurement and ROI: One Company’s Perspective Social Media Measurement and ROI: One Company’s Perspective Presentation Transcript

    • Social Media Measurement and ROI: One Company’s Perspective Maria Poveromo| Director, Social Media, Adobe Systems @mariapoveromo© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
    • What We’ll Cover §  Background on Adobe §  Measurement Approach §  Case study §  Key Take-Aways© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Background: How Adobe is Organized Blogs IT Events Community BUs Managers/ Social Hub Evangelists Center of Excellence Education HR Customer CSR Support© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
    • Social Media Center of Excellence Advise Company Spokes on Measurement Best Practices Listen Listen •  Listening postsposts Listening Measurement/ROI •  Measurement •  Reporting KPIs/Reporting Innovate Enable •  Corporate strategy •  Trainings •  Brand initiatives •  Protocols •  Industry news and best •  Governance/policies practices •  Crisis Management Empower •  Advise spokes •  Centralize/standardize •  Knowledge sharing •  Social council/global calls© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Measurement© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Social Media ROI Research §  Companies and researchers are struggling to define value of social media “This industry lacks any form of standards, so don’t wait “Social Media Delivers Results That years for an industry wide Are More Substantial Than Mere ROI” formula to appear “ Augie Ray, Forrester July, 2010 Jeremiah Owyang, Altimeter Group, December 2010© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Current Climate: The ROI Maze §  Value and ROI mean different things to different companies §  Business objectives vary; therefore KPI’s will vary §  Social media KPI’s include both soft and hard metrics: Tangible Intangible Quantitative Qualitative Direct attribution Indirect© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
    • So What is the Right Approach?? ONE SIZE DOES NOT FIT ALL© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Adobe’s Approach: Measurement Framework Executives Stakeholders, Peers Within Teams© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
    • Identifying Social Business Objectives Business Goals Social Traditional PR Awareness Advertising Search Consideration Campaign Marketing Direct Marketing/ Conversion Lead Gen Sales Loyalty Support Active Use Innovation R&D Brand Advocacy Advocacy© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Map KPIs to Business Objectives Awareness Marketing Measurement • Dialog / Conversation • Testing impact of UGC • Advocacy • Search, media, email, • Sentiment adobe.com • Volume Public Relations and • Market Research Survey • Engagement Communications • Fans vs. followers tracking • Search optimization Innovation Product Measurement Marketing and • Topic Trends and Process • Sentiment Ratio ecomm. Innovation Support Measurement Ecommerce/ • Resolution Rate Customer service Direct Revenue Tracking • Resolution Time and support • Direct attribution • CSAT score (adobe.com) • Site catalyst on facebook • Adobe social analytics tool© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • KPI Framework KPI 1 KPI 2 KPI 3 KPI 4 KPI 5 Awareness Volume of Share of voice Sentiment Engagement* Community conversation / Growth % sentiment Engagement* Re-tweets Repeat comments @messages hashtags Repost shares Lead Gen RFI submission Sales call led through social Demand / Direct attribution Referring URL web analytics Social analytics: Conversion revenue and trial (volume of traffic tracking: Measure the (adobe.com) (samcap and to adobe.com Impressions, correlations bitly): button/link/ from channel/ Conversions, trials between tweet/post page) (engaged vs. not awareness, engaged with sentiment, volume designated social of conversation and media) revenue and trial. Support Cost savings CSAT Sentiment Volume (decrease call (adobe.com) conversations volume, y, z) Loyalty Retweets Repeat comments @messages hashtags Repost shares (individual?) Advocacy # advocates #conversion from Influence score of Impact (variance on neg, to positive the advocate KPIs compared to non-advocates) Product # ideas # Ideas included Influence on Impact on customer Innovation in product dev. purchase decisions sat (PLT study)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • How to Measure? Qualitative and Quantitative; Tracking and Analytics  4,500,000     Community Growth  4,000,000      3,500,000     Analytics  3,000,000      2,500,000      2,000,000      1,500,000      1,000,000      500,000      -­‐         Jan   Feb   Mar   April  May   June   July   Aug   Sep   Oct   Nov   Dec   Jan   Feb   Mar   10   10   10   10   10   10   10   10   10   10   10   11   11   11   11   Tracking Code Volume & Sentiment of Conversations 300000 250000 200000 150000 100000 50000 0 December January February Negative Neutral Positive© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Social Analytics: Combining Social Data and Web Analytics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Case Study: Social Media Launch CS5© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Getting Organized: Coordinating across teams and time zones @Adobe TV @Adobe @Photo- AE shop @Dream- @Adobe weaver @creative suite @Flash_ Catalyst @Inside AI @Adobe @IAmFire Flash works @In Design© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Tracking and Social Analytics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Reporting on Results 1,000,000+ followers in social media universe 33,000+ tweets during the 30 minute launch event 3 million+ views on YouTube 450+ unique blog entries in one week Global Trending Topic Exceeded revenue expectations© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Take Aways §  ROI means different things to different companies §  At Adobe, we take a dashboard approach to tell an “ROI Story” §  We try to measure impact, not just what is easy to measure© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Thoughts, questions, comments?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.