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Digiday Brand Conference: Tech Talk: Adobe
The document discusses the importance of integrating social media into the overall customer experience, emphasizing that successful campaigns extend beyond social platforms. Key points highlight the significant ROI from social media, including substantial traffic and sales generated through social referrals. It also outlines challenges in measuring social media's impact on business goals and suggests solutions for effective integration.
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Digiday Brand Conference: Tech Talk: Adobe
- 1. Social Media andthe Customer Experience Chad Warren Adobe
- 2. Social media doesn’tend with the start of a conversation. 2
- 3. No visibility intohow social media impacts their business goals. No way to connect social to the rest of the customer experience. 3
- 4. The best socialmedia campaigns don’t start or end on social networks. 4
- 5.
- 6. "We live ina 140-character society. When we have people's attention, we want to make sure it sticks.” Scott Monty, Ford Motor Company 6
- 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. Social doesn’t startor end on social networks. 8
- 9. Take social whereveryour customer goes and transform the customer experience. 9
- 10. Chad Warren @chadwarren The Four Challenges to Measuring ROI from Social Media & How to Solve Them 10
Editor's Notes
- #6 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.
- #8 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.
- #11 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