Proving the business value of social media

Julie Cleeland Nicholls, Director, Communications, APAC @jcnsingapore

Presenter

Presentation Notes

Hi my name is Julie Cleeland Nicholls, and I lead our communications function for Adobe in Asia Pacific. A big part of my brief is Social Media strategy and execution, and I’m excited to be able to share with you some of our experiences and learnings on our journey so far.

Agenda

Your Organizational Approach Measurement Framework Standardising KPIs Measuring and Analysing Reporting

Case Studies Adobe CSR – Adobe Youth Voices Integrating social media with a marketing launch Product Innovation

Presenter

Presentation Notes

Here’s a snapshot of what’ we’ll cover with you today: We’ll start by sharing how Adobe organizes around social media Then we’ll describe our measurement framework which includes standardization of KPI’s and reporting. I’ll also share with you how we report to our execs in a way that shows bottom line value. Finally we’ll show you how bring our approach to life with real examples, case studies illustrating our measurement approach. We’ve chose 2 different examples to share with you today – how social media contributes to a marketing launch, and also how it can play a key role in product innovation.

How Adobe Got Organized: From 2009 to 2013 ….

Centralized • One

department controls all efforts

• Consistent • May not be as

authentic • e.g., Ford

Distributed • Organic growth • Authentic • Experimental • Not coordinated • e.g., startups

Coordinated/ Hub and Spoke • Sets rules, best

practices, • Spreads widely

around the org • Takes time • e.g., Red Cross

Multiple Hub and Spoke • Similar to

Coordinated but across multiple brands and units

• e.g., Cisco, HP

Holistic • Each employee

is empowered • Unlike Organic,

employees are organized

• e.g., Zappos, Dell

2000 - 09 2010 - 11 2012 -

Source: Altimeter Group

Presenter

Presentation Notes

This chart from Altimeter shows the different ways companies tend to organize around social media. When it came to our own journey, we are a perfect example of how companies can start at one point and move on to another. Adobe had been engaged in blogging since the late ‘90s. We had a number of very talented, and high-profile employees who were very active in industry circles. As social media really took off in the past several years, we’ve had our fair share of champions engaging across the company. The problem with this distributed model is that we couldn’t scale our efforts, and there were duplication of efforts, no holistic strategy. So late in 2009 and early 2010 we got organized around the hub and spoke model to better coordinate our efforts. We’re now in the process of scaling this approach toward the multiple hub and spoke model.

Adobe’s Hub-and-Spoke Model

Social Hub Center

of Excellence

Corporate /

Brand Business

Units

HR

Customer Support

Events

CSR

Marketing Functions

Global teams

Presenter

Presentation Notes

For those not familiar with the hub and spoke it’s essentially about creating a set of shared resources to enable the rest of the company to better engage with in social media. Those resources include policies, playbooks, reporting templates and standardised metrics, legal services such as terms and conditions for competitions, central campaigns that can be rolled out globally, or adapted locally, training, and so on. We have an open philosophy toward social and encourage all our employees to engage within certain parameters… This our Hub or CoE charter. This team, based in the USA, works with those of here in APAC, and with other business units across the company to enable more coordinated activities across Adobe. They provide the guidelines or guardrails, training and support. They foster knowledge sharing and identifying industry best practices and internal Adobe best practice. They also advise on Measurement and ROI which is what we will focus on today A big part of their role is to help teams get organized and define roles and responsibilities across functions. Here’s an example, of a task force where you’ve traditional marketing functions extend social activities, subject matter experts engaging with the community and a social strategist or ring leader to corral and let a holistic strategy. – We’re looking across Adobe to ensure that each spoke are organized appropriately, that roles are defined across functions; including social marketing and social communications; and that a strategist is leading a holistic strategy. They have taken this organizational principle and scaled it globally. For example, they travel around the world to hold workshops, training sessions and planning meetings with those of us in the field, to ensure alignment and consistency And with each team, they’re working to build out robust strategies to maximize the impact of social media on the business. This includes organizing as I mentioned, building a strategy and plan that include voice, content strategy and crisis preparedness; engaging with the community based on insights and measuring impact which we’ll talk about next.

Measurement Framework

Presenter

Presentation Notes

Now I’d like to take you through our measurement approach and share with you how we define value. This is one of the most difficult areas of our job, and at the same time, the most important. I don’t want to downplay that it’s challenging.

What do we mean by “value”?

Value of social media will differ across companies:

Brand awareness/affinity

Engagement

Cost savings

Customer retention and Loyalty

Advocacy

Conversion, revenue

Provide the right metrics to the right audience, at the right time

And can be measured by:

Soft metrics:

Brand affinity, perception,

Reputation, SOV, sentiment

Hard Metrics:

Traffic, Leads

Conversion, Revenue

Need to balance nurturing communities and promotional efforts

Presenter

Presentation Notes

Before we jump into the mechanics of our framework, we need to define value. The dictionary definition states relative worth, utility or importance. I think relative is the key term there. Value of social media is going to differ depending on a companies business model, cultural values and philosophy. �Is it about building your database with contacts, actually encouraging people to take a particular action, such as join an organisation or donate? Is it about raising awareness, creating a conversation, encouraging feedback? Is it about providing information and education? Is it about listening to what your audience is saying about you? Is it about reinforcing key brand values? There are so many different ways we can measure the benefits of social media to an organisation, and there are many different metrics to measure those. At Adobe, we are working hard to try to understand the whole picture. Develop KPI model that will: Tell a holistic story – representing the more tangible metrics, all aspects of the business Be a flexible framework that will evolve quickly with the changing landscape Serve as model to help sift through flood of information and to identify the right metrics to measure that map back to our objectives help create structure, standards and baselines, for scalability for social media as a data-driven practice throughout the company Provide report template that allow social practitioners to glean data, insights to inform social media strategy based on KPIs stakeholders to evaluate the impact of social media on their objectives (ie. support, innovation, learning resources, marketing) Executives a high-level view of the impact of social media on the organization Standardize process and tools to: Ensure cost savings maximize resources Direct resources to the right areas at the right time

Standardize KPI Framework

Business Objective

KPI 1 KPI 2 KPI 3 KPI 4 KPI 5

Awareness Volume of conversation / sentiment

Share of voice Sentiment Engagement* Community Growth %

Engagement Re-tweets Repeat comments @messages hashtags Repost shares

Lead Generation RFI submission Sales call led through social

Demand / Conversion (adobe.com)

Direct attribution revenue and trial: button/link/tweet/ post

Referring URL web analytics tracking: Impressions, Conversions, trials

Social analytics: Measure correlations between awareness, sentiment, conversation volume; and revenue and trial.

Support Cost savings (decrease call volume, y, z)

CSAT (adobe.com) Sentiment Volume conversations

Product Innovation # ideas # Ideas included in product dev.

Influence on purchase decisions

Impact on customer satisfaction (PLT study)

Presenter

Presentation Notes

Here’s another way of viewing these KPI’s

Monitor, Measure, Analyze and Optimize

Listening + Analytics = Total Picture

Reporting and Recommendations Data Analysis Listening

Monitor channels for topics, trends and sentiment

Deep dives to understand business impact

Standardized stakeholder reports with insights

Listening and Monitoring

Standardize Reporting

Standardize Reports

Social Manager Report Stakeholder Report (BU) Executive Report

•Social ‘owned’ channels report •Top topics, posts/tweets, themes •Top authors and influencers •KPIs

Daily Alerts Campaign Report

•Key findings •Top topics of discussion •Sentiment analysis •Daily volume / sentiment

•Volume of conversation (keyword) •Sentiment, Conversations and Revenue •Influencers •Key topics •Conversion analysis

1

4 5

•Sentiment, Conversation and revenue •Community Growth and Performance •Product Conversion Funnel

•Revenue – Conversion Funnel •Customer satisfaction •Brand reputation

2 3

Presenter

Presentation Notes

As mentioned it’s about giving the right information to right audiences – so we’ve developed a series of reports to map to various needs. And we’ve standardized these across the company. The business impact of social programs varies based on where you sit in the organization. C-suite executives care about measures such as revenue, customer satisfaction, and brand reputation, while business managers and practioners and individual contributors focus on other, more granular metrics specific to their goals.

Report Examples – Social Practitioner

Presenter

Presentation Notes

The level of detail that a social media manager needs …..

Report Examples: Executive Dashboard

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Social Marketable Universe Volume and Sentiment

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sand

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Mentions and Site Visits Correlation Revenue Contribution

Share of Voice

Revenue per Visitor

Key Insights: • Executive-level summary of key changes in KPIs and drivers. • Focus on Social Media driving Brand Awareness, Product Marketing and on-line conversion.

Presenter

Presentation Notes

Can be very different to the higher level dashboard reports your management team are going to be interested in.

Adobe Case Study – How social media extended the reach and engagement

of our global CSR Program

Presenter

Presentation Notes

Now onto our first case study

Adobe Youth Voices Social Community

About Adobe Youth Voices

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What is Adobe Youth Voices • A program that encourages youth 13-18 to

express their creativity through media projects

Our Social Goals • Spread awareness of AYV • Create a digital space for AYV students to

connect • Ignite creative confidence in youth • Empower youth to find their voice and make it

heard • Create a sense of global community

Channels

• Facebook (Adobe Youth Voices – global and India)

• Twitter (@AdobeYV)

Presenter

Presentation Notes

Results: Defining our social goals and developing a strong, clear social strategy has lead to significant growth in fans, impressions, and engagement across all of our channels. We have been able to expand our reach and widen our global involvement with the program.

Shift in Strategy

18

In November 2012, we took a proactive approach to social

• Refreshed our social strategy • Paid close attention to community behavior • Started varying posted content • Adjusted content on the fly • Invited community to share opinions

Results (Nov-Feb): • 21% growth in fans • 761% growth in engagement • 283% growth in impressions

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2,000

4,000

6,000

8,000

10,000

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200,000

400,000

600,000

800,000

1,000,000

November December January February

Tota

l Eng

agem

ents

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l Im

pres

sion

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Facebook Page

Total Impressions engagements

Presenter

Presentation Notes

Results: Defining our social goals and developing a strong, clear social strategy has lead to significant growth in fans, impressions, and engagement across all of our channels. We have been able to expand our reach and widen our global involvement with the program.

5 Key Learnings

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1. Define your Community • Who are your followers? • Does your current audience reflect your target audience?

2. Find Your Voice • Develop a voice for your page • Create a personality for your brand • Maintain a consistent voice throughout all posts

3. Determine Engaging Content • What type of content does your community like, respond to, and share? • It may often be content from other sources/not company focused

4. Measure Channels Regularly • Support your social strategy plan with data • Track for shifts within the community

5. Develop a 2-Way Dialogue • Respond to your community in a timely manner • Encourage fans to share their own thoughts, opinion, and content

Presenter

Presentation Notes

Define your Community Know exactly who you are talking to, does it fit your ideal audience? Your audience demographics/ interests should determine the voice for your channel as well as the content produced. Find your Voice Determine the personality of your brand and consistently portray it across all social channels A consistent voice will help build a strong relationship with your community Determine Engaging Content Learn what type of content your community finds most engaging – stimulating images, questions, thought leadership articles. By knowing what type of content your community finds interesting, you’ll be able to leverage these interests, grow your community, open a 2 way dialogue Measure your Channels Regularly Let metrics help guide your social strategy The demands of your audience can shift at any time. What worked well last month may not resonate with them this month. Pay attention to any changes within your community to stay ahead of the trend. Look to audience demographics and how your content is performing regularly. Develop a Dialogue Create a 2 way dialogue with your community: ask questions, respond to comments in a timely manner, and encourage them to share their opinions and content. User generated content can go a long way to create a loyal following and increase engagement on the page. Some companies pay thousands of dollars to determine consumer opinion, while social media allows you to constantly mine for feedback in real time for free.

3 Tips to Try for Yourself

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1. Follow the 3 Cs For Each Post • Create stimulating visuals • Credit the source • Call to action

2. Join the Conversation • Participate within your larger community • Engage with industry influencers and develop

relationships

3. Cross-Channel Promotion • Leverage different social communities to expand

your reach and amplify your voice • Create different types of content relevant to each

channel/ audience interests

Presenter

Presentation Notes

Aspects of an Ideal Post Try out these tips for every post: Tell your fans exactly what you want them to do in order to get the response you need. Questions, links, and fill in the blank prompts can all be very successful. Everyone wants to be heard and acknowledged- interact with social engagements by answering questions, correcting any misbeliefs, and ultimately support your followers and be engaging with them. Create stimulating visuals: Facebook’s algorithm amplifies posts with images over posts without images. Credit the photos source or the fan that submitted their content to the page. Join conversations Don’t just sit on the sidelines, get out there and become part of a larger community surrounding an industry or particular interest. Reach out to influencers and participate in larger conversations surrounding a particular topic that is important. Try joining a Twitter Chat – these usually last around an hour and are connected with a predetermined hashtag. Cross-Channel Promotion Different social channels often have different types of users. Encourage Twitter followers to find you on Facebook and vise versa. Join relevant social platforms and promote your brand across these channels. Each community is different: Develop content that is interesting to the audience you’re trying to reach.

Adobe Case Study – Integrating Social in a Marketing Launch

Presenter

Presentation Notes

Now onto our first case study

Case Study – CS6 and Creative Cloud Launch

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Presentation Notes

Flagship Suite of Products – Business Model Transformation

Social Media Objectives

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Ignite Adobe’s 8M strong social ecosystem and drive positive buzz

Extend the reach of live events through social

Drive Traffic and Pre-orders

Presenter

Presentation Notes

Our objectives were both soft around news amplification and hard around traffic and conversion

@Creative Suite

@Creative Cloud

@Adobe TV @Phot

o- shop

@Light- room

@Dream- weaver

@Inside AI

@IAmFire works

@In Design

@Adobe Premiere

APAC Handles

@Adobe

@Adobe AE

Organized Across Teams And Time Zones

Presenter

Presentation Notes

We organized our approach very similar to how I’ve described previously. We had a lead strategist who managed the lead accounts and the news and messages cascaded from that main account…we organized our content across teams and time zones

Amplified News Across Social Media

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Launch and News Amplification

Digital Reporting

Real-time coverage of launch event, Scavenger Hunts and community feedback

Presenter

Presentation Notes

We executed a number of programs to achieve our goals, including news and event amplification, digital reporting

http://www.youtube.com/watch?v=RepXzj8bq1g&feature=youtu.be

Engaged APAC Creative Luminaries through Launch Events, Briefings and Trials

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140 photographers, designers, artists, fashion designers, film-makers from across APAC

Presenter

Presentation Notes

Engaging creative luminaries from across APAC “Everything I do makes me a visual artist: logo design, graphic design and photography. And I use Adobe's creative suite for all of it.” Soft touch: these are independent people, long-term customers. We provide them with access to experts, advance copies of the new solutions, networking events, launch parties, platforms to share their own work and launches with a creative community. Sometimes they review, comment, amplify our news.

Measured Impact – Awareness

3 million YouTube views

600k conversations in 2 weeks

Key Conversation Drivers Flagship products New features

10.88% 2.39%

86.73%

Overall Sentiment 10% Sample

Positive Negative Neutral

0

1000

2000

3000

4000

5000

6000

Total Social Media Volume 4/22 -5/7

Total CS Products CS6/CCM Launch

Press Release Live Launch Event

16%

62%

22%

Creative Cloud Only Creative Suite Only

CC & CS6 Combined

Conversation Breakdown

Sentiment Summary 97% positive/neutral Excitement about new offerings

< 3% negative International pricing

Presenter

Presentation Notes

we measured conversations, reach and awareness, generating 600,000 conversations in < two weeks, which was 4 times our average conversation volume. We analysed what the main topics were that drove conversation volume – it was our 4 flagship products, and the new features in them that really excited our audience.

Measured Impact - Traffic and Conversion

27% of visits to event came from social referrals

35.2k visits to product site came from social sites

6 million web visits referred by social sites overall

Social drove 10% of pre-order revenue

2X ROI in <1 week

Presenter

Presentation Notes

And we measured impact in terms of harder metrics. We know that social drove nearly a third of all event views. In terms of web site traffic, we drove 6million. And in terms of bottom line impact, we paid for our total social costs in the first three days and in less than one week we so a 2x ROI. And that was just pre-orders! We’re beginning to ship now and drive more messaging around availability so we expect to see that number rise.��

What is the Value of a Fan/Follower?

Nov 1, 2011 – Jan 19, 2012

Our fans and followers coming from social are twice as valuable.

All Social Facebook/Twitter

$

x2

x1.5

Revenue per Visitor

In Summary

Align social to your own business Organization and preparation is key Define ‘value’ in terms of your needs Measure social value in relation to impact

Presenter

Presentation Notes

In closing…

Proving the business value of social media

Technology

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