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BlogWell San Francisco Case Study: Adobe, presented by Maria Poveromo & Jennifer Kremer

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In her BlogWell presentation, Adobe's Group Manager, Social Media, Maria Poveromo, and Senior Manager, Product Marketing Creative Suite, Jennifer Kremer share how they are using social media to connect and engage with fans.

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BlogWell San Francisco Case Study: Adobe, presented by Maria Poveromo & Jennifer Kremer

  1. 1. 1<br />
  2. 2. Organizing for Improved Customer Engagement via Social Media<br />Maria Poveromo | Director, Social Media<br />Jennifer Kremer | Senior Manager, Product Marketing Creative Suite<br />2<br />
  3. 3. What We’ll Cover<br />Getting Organized<br />Measurement<br />Frontline case study<br />Key learnings<br />
  4. 4. How Adobe got organized<br />
  5. 5. Audit Findings: What Was Working <br />Pockets of social innovation across the company <br />Community very engaged, celebrity bloggers/evangelists<br />Relatively well positioned vis a vis peers/competitors<br />Ryan Stewart<br />
  6. 6. Audit Findings: What Was Not Working<br />Blogs <br />Events<br />PR <br />Lack of:<br /><ul><li>Knowledge sharing and coordination
  7. 7. Standard metrics
  8. 8. Common policies
  9. 9. Overarching strategy
  10. 10. Access to training
  11. 11. Protocol for escalating customer support & crisis issues</li></ul>Community Managers<br />Business Unit<br />Social programs<br />Customer Support<br />Core Services<br />
  12. 12. Adopted Hub-and-Spoke Model<br />7<br />
  13. 13. Established Social Media Center of Excellence<br />
  14. 14. Measurement<br />
  15. 15. Setting the Stage: Social Media ROI Research <br />No one has it figured out!<br />Researchers and companies are struggling to define value of social media<br />“This industry lacks any form of standards, so don’t wait years for an industry wide formula to appear “<br />Jeremiah Owyang, Altimeter Group, December 2010<br />“Social Media Delivers Results That Are More Substantial Than Mere ROI”<br />Augie Ray, Forrester July, 2010<br />
  16. 16. Measurement Framework<br />11<br />
  17. 17. Identifying Business Objectives<br />Traditional<br />Business Goals<br />Social <br />PR<br />Advertising<br />Social Media<br />Awareness<br />Search<br />Campaign Marketing<br />Direct Marketing/ Lead Gen<br />Sales<br />Support<br />Active Use<br />R&D<br />Brand Advocacy<br />Consideration<br />Conversion<br />Loyalty <br />Innovation<br />Advocacy<br />
  18. 18. Map KPIs to Business Objectives<br />Awareness<br /><ul><li>Dialog / Conversation
  19. 19. Advocacy
  20. 20. Sentiment
  21. 21. Volume
  22. 22. Engagement</li></ul>Marketing Measurement<br /><ul><li>Testing impact of UGC
  23. 23. Search, media, email, adobe.com
  24. 24. Market Research Survey
  25. 25. Fans vs. followers tracking
  26. 26. Search optimization</li></ul>Social channels and programs<br />Innovation <br />Measurement<br /><ul><li>Topic Trends
  27. 27. Sentiment Ratio</li></ul>Support Measurement<br /><ul><li>Resolution Rate
  28. 28. Resolution Time
  29. 29. CSAT score (adobe.com)</li></ul>Ecommerce/Direct Revenue Tracking<br /><ul><li>Direct attribution
  30. 30. Site catalyst on facebook
  31. 31. Adobe social analytics tool</li></li></ul><li>KPI Framework<br />
  32. 32. Measurement: Qualitative and Quantitative; Analytics<br />Community Growth <br />Tracking Code<br />
  33. 33. Social Analytics: Combining Social Data and Web Analytics <br />
  34. 34. Frontline Case Study – CS5 Social Media Launch<br />
  35. 35. Getting Organized: Coordinating across teams and time zones<br />
  36. 36. Buzz Building and Virtual Launch <br />
  37. 37. Virtual Goes Viral<br />
  38. 38. Global Engagement<br />
  39. 39. Tracking and Social Analytics<br />
  40. 40. Social Media Results<br />1,000,000+followers in social media universe33,000+ tweets duringthe 30 minute launch event<br />3 million+ views on YouTube<br />450+ unique blog entries in one week<br />Global Trending Topic <br />Exceeded revenue expectations<br />
  41. 41. Key Learnings<br />Organization was key, across teams, channels, time zones<br />Involve product team leads/experts as key social media team members<br />Balanced planning with experimentation<br />Measured impact, not just what is easily measured<br />Where we are Today<br />Evolving our measurement<br />Focusing on Advocacy<br />Leveraging user generated content<br />
  42. 42. Thoughts, questions, <br />comments?<br />

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