Transforming Employees into Brand Ambassadors

LAUREN FRIEDMAN // ADOBE

Lauren FriedmanHead of Social Business Enablement at Adobe

@lauren_hannah

• Since the 5th grade, always wanted to be a writer

• Fell in love with San Francisco

• Worked at a very small startup acquired by Adobe

• Spends way too much time on social media

• Passionate about connecting people to people

About Me

Agenda

• Changing social landscape

• Value of an employee ambassador

• How does Adobe enable and empower employees

• Measuring success

@Lauren_Hannah

1. How you

market, sell and

support your

customers is

changing.

2. Customer

experience and

what they say

about you is more

important than

ever before.

3. Companies must

enable, activate and

scale brand

ambassadors

(employees) to build

long-term

relationships with

customers and

prospects.

The Changing Social Landscape

It’s a new era…@Lauren_Hannah

Our connected customers expect more.

90% of people trust recommendations from people

they know.

70% of people trust consumer opinions posted online.

How companies market, sell and support their customers is

changing…

Companies must fundamentally rethink how they connect with their customers…

@Lauren_Hannah

Challenges:

• Companies are seeking

“authentic” and “genuine”

ways to build relationships

with their customers online.

• How do you scale customer

conversations online?

• How do you measure

success at scale?

Answer

Employees as brand

ambassadors

The Value of a Brand Ambassador

(employee)

Employees are critical to Adobe’s success

@Lauren_Hannah

Customers trust the average employee 2X more than a chief

executive.

Social impacts every function across Adobe

@Lauren_Hannah

Marketing ProductBrand, PR,

AR, CRSales Support

Human Resources

Finance

Relationships

PromotionsQuality

Innovation

Market Research

Reputation

Crisis Mgmt.Lead-Gen

Credibility

Customer

Service,

Retention,

Loyalty

Talent

Acquisition &

Development

Costs

Corporate Marketing

Business Units

People Resources

Sales/

SupportFinance IT

R&D

Regional Teams

Govern Enable

Measure Innovate

Social Media

Center of Excellence

Adobe’s blueprint to social

business operations

The CoE is Adobe’s Social

“Pit Crew.”

How do we ENABLE and EMPOWER all employees to be active on social on

behalf of the Adobe brand?

Adobe’s Social Shift

@Lauren_Hannah

Social Shift training curriculum

@Lauren_Hannah

Course 1:• Value of social media

personally and

professionally

• Roles you as an

employee play in our

social universe

• Basic guidelines and

process

• Deep-dive of Adobe’s

core social media

principles

Course 2:• Strategy and

planning

frameworks and

guidelines

• Rules of

engagement and

protocol

Course 3:• Select short

modules based

on key business

objectives

Roles employees can play in our social universe

@Lauren_Hannah

Ambassador Professional Spokesperson

Scaling enablement

@Lauren_Hannah

Virtual training

Global train-the-trainer

In-person

trainings

Training employees at scale

Enabling trainers in-region

Personalized training experiences

Measuring Success

The challenge of social measurement

@Lauren_Hannah

measurable,

attributable

difficult to

measure,

unknown

KPIs as indicators of success @Lauren_Hannah

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

Traffic to product pages

Engagement Percent of community interacting with content

Engagement rates on content v. competitors engagement rates

Content virality and velocity

“Likes”, re-tweets,shares, mentions, etc.

Campaign #hashtaguse

Lead Generation Cost per lead from social channels

Social media’s assist in the purchase path

Qualified sales leads from social

Reach within target audience

# of white paper downloads

Demand Gen/ Conversion

Direct attribution -revenue and trialdownloads 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 productdevelopment

Number of bugs reported and fixed

Size of community providing product feedback

Engagement rates in product forums

How do we measure success?

@Lauren_Hannah

~23M Fans and Followers Monitoring Social Mentions

63,000 daily mentions

• Social influences 18% of Creative Cloud subscriptions

• Social influences 22% of Digital Marketing leads

• Reduces call center volume by 15%

Impact on Bottom Line

1. How you

market, sell and

support your

customers is

changing.

2. Customers’

experience and

what they say

about you is more

important than

ever before.

3. Companies must

enable, activate and

scale brand

ambassadors

(employees) to build

long-term

relationships with

customers and

prospects.

Questions?