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Cory Edwards, Head of Adobe Social Media Center of Excellence
Adobe’s Journey: From Bolt-on to Integrated Social Business Framework
@coryedwards
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our Journey
Disparate teams
Inconsistent KPI’s
Ad hoc reporting
Differing tools/platforms
BEFORE AFTER
Simple face-value measures
Hub and spoke organization
Common KPIs & measurement framework
Standardized reporting
Common tools
Ability to prove Business Value and ROI
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Evolving Adobe’s Social Organization
Source: Altimeter Group
Centralized
§ One department controls all efforts
§ Consistent
§ May not be as authentic
Distributed
§ Organic growth
§ Authentic
§ Experimental
§ Not coordinated
Coordinated/ Hub & Spoke
§ Sets rules, best practices,
§ Spreads widely around the org
§ Takes time
Multiple Hub & Spoke
§ Similar to Coordinated but across multiple brands and units
Holistic
§ Each employee is empowered
§ Unlike Organic, employees are organized
2000-09 2010-12 2013
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Social Innovation Without Coordination
Regional teams
Product Marketing
HR Events Teams
Customer Support
PR
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Move to a Coordinated Hub-and-Spoke Model
Social Center
of Excellence
Brand
Business Units
HR
Customer Support
Events
CSR
Mktg Functions
Global teams
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Structuring Adobe’s Social CoE for Success
• Pilot Programs • Vendor Evaluation
• POV Newsletters • Best Practice Sharing with Industry
Peers
• Training • Consulting • Activation • Social Champions
• Governance/Audits • Policy Enforcement
• Account Management • BU Alignment & QBRs
• Social Leadership Council
• Measurement Framework • Data Driven Insights • Listening Strategies &
Research • Dashboards • Benchmarking measure manage
innovate enable
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4 pillars of our CoE
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The Role of Influence in Society
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“I am not a role model!”
“Clothes make the man… Naked people have little or no
influence on society.”
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The 90/10 Rule Nearly Applies
According to Forrester Research 13% of US adults account for 80% of the influential content online
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An Approach to Building an Online Influencer Relations Program
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1. Identify influencers for your key priority areas 2. Map influencers to Influencer Progress Path 3. Identify & activate key employees & SMEs to engage online 4. Create campaigns or programs that aim to move influencers
through each phase • Online relationships only go so far…
5. Benchmark progress
AWARENESS CREDIBILITY EMOTIONAL CONNECTION LOYALTY ADVOCACY
Influencer Progress Path
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Identifying the Most Influential People Online Talking About Your Brand
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Benchmarking Your Share of Influence
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Mapping Programs Back to Influencer Path
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AWARENESS CREDIBILITY EMOTIONAL CONNECTION LOYALTY ADVOCACY
CAP Days
Customer Spotlight Events
Rockstars Program
CAP Reunions
Influencer Days
Social Think Tanks
Dell Debates Dell Insiders (Dellegates)
Product Seeding programs
Solution launch events
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CAP Days & Social Think Tanks
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Customers giving feedback on Dell’s business Dell facilitating topic-based discussions & brainstorms with influencers not customers
Outside In Inside Out Customer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In-Person Relationships Trump Online Relationships
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50 Events to Date
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2010: 2 Events
2011: 5 Events
2012: 20 Events
2013: 22 Events so far
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Creating Advocates
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Why You Need to Activate Your Workforce
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Example: Adobe Employee Julieanne Kost v. @Photoshop
Your everyday employees
Your subject matter expert employees
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Training beyond the social media manager
LISTEN to our customers
online
ENGAGE In 2 way dialogue
CO-CREATE better products
and services
RESPECT people’s opinions
about Adobe
ACT RESPONSIBLY and follow FTC
rules
UNIFY brand voice for greater impact
EMPOWER EMPLOYEES to scale customer engagement
STEER EMPLOYEES in the right direction to mitigate risk
and protect brand reputation
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A Authentic
D Deliver value
O Own your Actions
B Be Respectful
E Excellence
Guided by our principles
Built upon learnings from
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
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Measurement
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Click, Baby, Click!
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“So what. What is it doing for our business?!”
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The Real Value of Your Social Followers
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Customers that engage with brands on social
§ Stronger purchase intent: ___ more likely to purchase from a brand
§ Greater actual spend: ____ more money spent than other customers
§ Deeper emotional commitment: Grant on average ___ point higher NPS score
- Bain Research, 2011
60%
40%
33
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media Value
measurable and
attributable
difficult to measure or
unknown
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media
Social Contribution to Business Value
Social ROI
social marketing
social support
market research
brand reputation
community engagement
product innovation
talent acquisition
PR, AR, IR amplification
sales support
Total Social Media
Value
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Listening + Analytics + Insights
Reporting and Recommendations Data Analysis Monitoring
Buzz metrics: topics, trends and sentiment
60,000 mentions in social each day Deep dives to understand
business impact Insights to inform business
strategy
Tools: Adobe Social Sysomos Free tools
Tools: Adobe Marketing Cloud Sysomos
Standardized Reports Dashboards
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
Product Innovation Number of product ideas submitted
Number of ideas included in product development
Number of bugs reported and fixed
Size of community providing product feedback
Engagement rates in product forums
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative Suite Launch Example: Measuring Awareness through Conversion
§ 3,000,000 YouTube views
§ 600,000 total conversations in 2 weeks § 4x average conversation volume
10.88% 2.39%
86.73%
Overall Sentiment 10% Sample
Positive Negative Neutral 0
1,000
2,000
3,000
4,000
5,000
6,000
Total Social Media Volume 4/22 -‐5/7
Total CS Products CS6/CCM Launch
Press Release Live Launch
Event
§ Sentiment: 97% positive/neutral drive by key features:
§ 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
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Experimental Measurement: Deep Emotion Analysis
§ Creative Cloud Conversation Analysis
§ Emotions: § Happy / Sad § Admiration / Hatred
§ Fear / Anger
§ Surprise / Anticipation
§ Analysis: § Individual Emotions
§ Aggregated Emotions of all CC conversations
§ Aggregated Emotions per user
§ Future § Predictive sentiment analytics
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Measuring the emotions of our influencers
Measuring emotions for AdobeMAX
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