Social Media and the Customer ExperienceChad WarrenAdobe
Social media doesn’t end with the start of aconversation.                       2
No visibility into how social media impactstheir business goals.No way to connect social to the rest of thecustomer experi...
The best social media campaigns don’t startor end on social networks.                     4
5
"We live in a 140-character society. Whenwe have peoples attention, we want tomake sure it sticks.”Scott Monty, Ford Motor...
•   10x return on investment in two months•   More than three million visits from social media to    Adobe.com•   13% of C...
Social doesn’t start or end on socialnetworks.                        8
Take social wherever your customer goesand transform the customer experience.                    9
Chad Warren         @chadwarrenThe Four Challenges to Measuring ROI from Social Media & How to Solve Them   10
Upcoming SlideShare
Loading in …5
×

Digiday Brand Conference: Tech Talk: Adobe

351 views

Published on

It’s Time to Demonstrate Business Impact from Social Media
Chances are you know that social media has sig­nif­i­cant impact on your busi­ness -- but how do you show it? In fact, two out of every three busi­nesses agree that social media is inte­gral to their busi­ness strat­egy, while admit­ting that mea­sur­ing the busi­ness impact of social media is very dif­fi­cult. Join Adobe as it discusses why social media is no longer an exper­i­ment. It's time for social to grow up.
Presenter: Chad Warren, senior manager of social media-digital marketing business unit, Adobe @adobesocial

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
351
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Let me give you an example.Ford launch the 2011 Ford Explorer on Facebook.They were quoted saying they launched it on Facebook to, ""But, ultimately, they expect people to go into a Ford dealership, and drive away in this new car.
  • Take our own social teamFor the last three years, Maria Poveromo, who leads our social media efforts, has been building a social media programShe has built a first-class social media program with a vast community footprint, engaged fans and followers, and advocates consistently spreading our messageBut, until a couple of months ago, she couldn't prove any of it. All the results she produced were based on soft metrics: Engagement, community growth, etc… Everyone in the organization intuitively understood the results, but there was nothing to back it up. A lot changed when Maria and team agreed to use Adobe Social and the Digital Marketing Suite to launch Adobe Creative Suite 6 and Creative Cloud. Here team were able to demonstrate back to the business:A 10x ROI for the team's investment in first two months after launchMore than three million visits from social media to Adobe.com during Adobe Creative Suite® 6 and Creative Cloud™ launchAccurately attributed returns across channels, showing visitors touched by social accounted for 13% of Creative Cloud subscriptions and as much as 4% of subscriptions for other established Creative Suite productsDetermined that customers on social spend twice as much once they land on Adobe.comThey even were able to isolate a unknown Flash Developer in Japan with just over 100 followers that tweeted about a discount on Creative Cloud and drove over $5,000 in revenue.This case study will soon be published and we can send you a copyNeedless to say, Maria just received a significant promotion. The business has re-aligned a number of groups under Maria to double-down our investment in social media. Maria now reports directly to the CMO, and is working directly with the brand marketing team getting questions like, "How much return could I expect for every dollar I invest in social." For the first time, she's able to answer this question.
  • Work for AdobeMost people know us for our creative solutionsHalf of the business is digital marketingI lead product marketing for our social media solutionsMeaning I’m both a marketer, and someone who creates tools for marketersI spent a long time in the agency world – all digitalSocial strategy for Best Buy, Walt Disney Company, Levis MSFT, and even some of our own strategyTwitter handle here
  • Digiday Brand Conference: Tech Talk: Adobe

    1. 1. Social Media and the Customer ExperienceChad WarrenAdobe
    2. 2. Social media doesn’t end with the start of aconversation. 2
    3. 3. No visibility into how social media impactstheir business goals.No way to connect social to the rest of thecustomer experience. 3
    4. 4. The best social media campaigns don’t startor end on social networks. 4
    5. 5. 5
    6. 6. "We live in a 140-character society. Whenwe have peoples attention, we want tomake sure it sticks.”Scott Monty, Ford Motor Company 6
    7. 7. • 10x return on investment in two months• More than three million visits from social media to Adobe.com• 13% of Creative Cloud subscriptions and 4% of Creative Suite purchases driven by social media• Social referrals spend twice as referrals from other sources• An unknown Flash Developer in Japan tweeted about a discount on Creative Cloud and drove over $5,000 in revenue 7
    8. 8. Social doesn’t start or end on socialnetworks. 8
    9. 9. Take social wherever your customer goesand transform the customer experience. 9
    10. 10. Chad Warren @chadwarrenThe Four Challenges to Measuring ROI from Social Media & How to Solve Them 10

    ×