Social Media Bootcamp 2013 Cory Edwards-Adobe Presentation Adobe's Journey:>From Social as an After-Thought to an Integrated Social Business Framework that Scales

1. Adobe’s Journey: From Bolt-on to Integrated Social Business Framework
Cory Edwards, Head of Adobe Social Media Center of Excellence
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@coryedwards

2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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3. Our Journey
BEFORE
AFTER
Disparate teams
Hub and spoke organization
Inconsistent KPI’s
Common KPIs & measurement framework
Differing tools/platforms
Common tools
Ad hoc reporting
Standardized reporting
Simple face-value measures
Ability to prove Business Value and ROI
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. Evolving Adobe’s Social Organization
Centralized
§
One department
controls all efforts
§
Consistent
§
May not be as
authentic
Distributed
§
Organic growth
§
Experimental
§
Not coordinated
2000-09
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Altimeter Group
§
Sets rules, best
practices,
§
Spreads widely
around the org
§
Multiple
Hub & Spoke
Takes time
Authentic
§
Coordinated/
Hub & Spoke
2010-12
§
Similar to
Coordinated but
across multiple
brands and units
2013
Holistic
§
Each employee is
empowered
§
Unlike Organic,
employees are
organized

5. Social Innovation Without Coordination
Product
Marketing
Regional
teams
PR
Customer
Support
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HR
Events
Teams

6. Move to a Coordinated Hub-and-Spoke Model
Brand
Business
Units
Global
teams
Mktg
Functions
Social
Center
of
Excellence
Customer
Support
CSR
Events
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
HR

7. Structuring Adobe’s Social CoE for Success
• Measurement Framework
• Data Driven Insights
• Listening Strategies &
Research
• Dashboards
• Benchmarking
4 pillars of our CoE
manage
enable
•
•
•
•
measure
innovate
Training
Consulting
Activation
Social Champions
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• Governance/Audits
• Policy Enforcement
• Account Management
• BU Alignment & QBRs
• Social Leadership Council
• Pilot Programs
• Vendor Evaluation
• POV Newsletters
• Best Practice Sharing with Industry
Peers

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9. The Role of Influence in Society
“I am not a role model!”
“Clothes make the man…
Naked people have little or no
influence on society.”
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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10. The 90/10 Rule Nearly Applies
According to Forrester Research 13% of US adults account for 80%
of the influential content online
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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11. An Approach to Building an Online Influencer Relations Program
1.
2.
3.
4.
Identify influencers for your key priority areas
Map influencers to Influencer Progress Path
Identify & activate key employees & SMEs to engage online
Create campaigns or programs that aim to move influencers
through each phase
• Online relationships only go so far…
5. Benchmark progress
Influencer Progress Path
AWARENESS
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CREDIBILITY
EMOTIONAL
CONNECTION
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LOYALTY
ADVOCACY

12. Identifying the Most Influential People Online Talking About Your Brand
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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13. Benchmarking Your Share of Influence
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14. Mapping Programs Back to Influencer Path
Solution launch events
Rockstars Program
Customer Spotlight
Events
AWARENESS
CAP Days
Social Think Tanks
CREDIBILITY
CAP Reunions
EMOTIONAL
CONNECTION
Dell Debates
ADVOCACY
Dell Insiders (Dellegates)
Influencer Days
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LOYALTY
14
Product Seeding programs

15. CAP Days & Social Think Tanks
Outside In
Customer
Feedback
Customer
Feedback
Inside Out
Customer
Feedback
Influencer
Dialogue
Influencer
Dialogue
Customer
Feedback
Influencer
Dialogue
Dell facilitating topic-based discussions & brainstorms
with influencers not customers
Customers giving feedback on Dell’s business
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Influencer
Dialogue
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16. In-Person Relationships Trump Online Relationships
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

17. 50 Events to Date
2013: 22 Events so far
2012: 20 Events
2011: 5 Events
2010: 2 Events
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18. Creating Advocates
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. Why You Need to Activate Your Workforce
Your subject matter
expert employees
Your everyday
employees
Example: Adobe Employee Julieanne Kost v. @Photoshop
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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20. Training beyond the social media manager
Turns out Adobe’s Employees are 2-3X more likely to mention their
affiliation with Adobe in their social media bios.
- SociaLook Report for Adobe, 2013
Guided by our principles
LISTEN
to our customers
online
ENGAGE
In 2 way dialogue
CO-CREATE
better products
and services
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
in the right direction to mitigate risk
and protect brand reputation
ACT
RESPECT
RESPONSIBLY
people’s opinions
about Adobe
and follow FTC
rules
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Authentic
D
Deliver value
O
Own your Actions
Be Respectful
E
to scale customer engagement
A
B
EMPOWER EMPLOYEES
STEER EMPLOYEES
Excellence
Built upon learnings from
UNIFY
brand voice for
greater impact

21. Measurement
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

22. Click, Baby, Click!
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23. “So what. What is it doing for our business?!”
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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24. The Real Value of Your Social Followers
Customers that engage with brands on social
§
Stronger purchase intent: 60%more likely to purchase from a brand
___
§
40%
Greater actual spend: ____ more money spent than other customers
§
33
Deeper emotional commitment: Grant on average ___ point higher NPS score
- Bain Research, 2011
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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25. Social Media Value
measurable
and
attributable
difficult to measure
or
unknown
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

26. Social Contribution to Business Value
PR, AR, IR
amplification
talent
acquisition
product
innovation
social
marketing
Total
Social Media
Social Media
Value
community
engagement
brand
reputation
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social
ROI
sales
support
social
support
market
research

27. Listening + Analytics + Insights
Monitoring
Data Analysis
Buzz metrics: topics, trends
and sentiment
60,000 mentions in social each day
Deep dives to understand
business impact
Tools: Adobe Social
Sysomos
Free tools
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tools: Adobe Marketing Cloud
Sysomos
Reporting and Recommendations
Insights to inform business
strategy
Standardized Reports
Dashboards

28. 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 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
Share of influence
Percent of brand
communication driven by
advocates
Influence score and
reach of advocates
Revenue attributable
to advocates
Number of ideas
included in product
development
Number of bugs reported
and fixed
Size of community
providing product
feedback
Engagement rates in
product forums
Number of product
ideas submitted
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Product Innovation

29. Creative Suite Launch Example: Measuring Awareness through Conversion
§
§
§
Total
Social
Media
Volume
3,000,000 YouTube views
600,000 total conversations in 2 weeks
§ 4x average conversation volume
Sentiment: 97% positive/neutral drive by key
features:
Overall Sentiment
4/22
-­‐5/7
6,000
Press
Release
10% Sample
Live
Launch
10.88%
Event
5,000
4,000
3,000
2,000
1,000
0
Positive
Negative
Total
CS
Products
§
Overall web visits referred by social sites: 6,000,000
§
Social drove 10% of pre-order revenue:
2X ROI in <1 week
10X ROI in <10 weeks
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2.39%
86.73%
Neutral
CS6/CCM
Launch

30. Experimental Measurement: Deep Emotion Analysis
§
Creative Cloud Conversation Analysis
§
Emotions:
§
§
Admiration / Hatred
§
Fear / Anger
§
§
Happy / Sad
Surprise / Anticipation
Analysis:
§
§
Aggregated Emotions of all CC
conversations
§
§
Individual Emotions
Aggregated Emotions per user
Future
§
Predictive sentiment analytics
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

31. Measuring the emotions of our influencers
Measuring emotions for AdobeMAX
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32. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.