blogwell san francisco case study: adobe, presented by maria poveromo & jennifer kremer

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Organizing for Improved Customer Engagement via Social MediaMaria Poveromo | Director, Social MediaJennifer Kremer | Senior Manager, Product Marketing Creative Suite

2


Getting Organized Measurement Frontline case study Key learnings

What We’ll Cover


How Adobe got organized


Audit Findings: What Was Working

Pockets of social innovation across the company

Community very engaged, celebrity bloggers/evangelists

Relatively well positioned vis a vis peers/competitors

Ryan Stewart


Audit Findings: What Was Not Working

Lack of:

Knowledge sharing and coordination

Standard metrics

Common policies

Overarching strategy

Access to training

Protocol for escalating customer support & crisis issues

Business Unit

Social program

s

Events

Customer Support

Community

Managers

Blogs

Core Services

PR


Adopted Hub-and-Spoke Model

7

Social HubCenter

of Excellence

Blogs

IT

Community Managers/Evangelists

HR

Customer SupportCSR

Education

BUs

Events


Established Social Media Center of Excellence

Listen• Listening posts• Measurement• Reporting

Enable• Trainings• Protocols• Governance/policies• Crisis Management

Empower• Advise spokes• Centralize/standardize• Knowledge sharing• Social council/global

calls

Innovate• Corporate strategy• Brand initiatives• Industry news and best

practices


Measurement


Setting the Stage: Social Media ROI Research

No one has it figured out!

Researchers and companies are struggling to define value of social media

“Social Media Delivers Results That Are More Substantial Than Mere ROI”

Augie Ray, Forrester July, 2010

“This industry lacks any form of standards, so don’t wait years for an industry wide formula to appear “

Jeremiah Owyang, Altimeter Group, December 2010


Measurement Framework

11

Executives

Stakeholders, Peers

Within Teams


Identifying Business Objectives

Awareness

Business Goals Social

Consideration

Conversion

Loyalty

Innovation

Social Media

PR

Advertising Search

Campaign Marketing

Direct Marketing/ Lead Gen

Sales

Support

Active Use

R&D

Brand Advocacy

Traditional

Advocacy


Public Relations and

Communications

Marketing and

ecomm.

Customer service and support

Product and

Process Innovatio

n

Map KPIs to Business Objectives

Awareness•Dialog / Conversation•Advocacy•Sentiment•Volume•Engagement

Innovation Measurement•Topic Trends•Sentiment Ratio

Marketing Measurement•Testing impact of UGC •Search, media, email, adobe.com•Market Research Survey•Fans vs. followers tracking•Search optimization

Ecommerce/Direct Revenue Tracking•Direct attribution •Site catalyst on facebook•Adobe social analytics tool

Support Measurement•Resolution Rate•Resolution Time•CSAT score (adobe.com)

Social channels

and programs


KPI Framework

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 Gen RFI submission Sales call led through social

Demand (adobe.com)

Direct attribution revenue and trial (samcap and bitly): button/link/tweet/post

Referring URL (volume of traffic to adobe.com from channel/page)

Site Catalyst web analytics tracking: Impressions, Conversions, trials (engaged vs. not engaged with designated social media)

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

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

CSAT (adobe.com)

Sentiment Volume conversations

Loyalty (individual?)

Retweets Repeat comments

@messages hashtags Repost shares

Advocacy # advocates #conversion from neg, to positive

Influence score of the advocate

Impact (variance on KPIs compared to non-advocates)

Product Innovation

# ideas # Ideas included in product dev.

Influence on purchase decisions

Impact on customer satisfaction (PLT study)


Measurement: Qualitative and Quantitative; Analytics

December

January February0

50000100000150000200000250000300000

Volume & Sen-timent

Negative Neutral Positive

Community Growth

Jan '10

Feb '10

Mar '10

April '10

May '10

June '10

July '10

Aug '10

Sep '10

Oct '10

Nov '10

Dec '11

Jan '11

Feb '11

Mar '11

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

Tracking Code


Social Analytics: Combining Social Data and Web Analytics


Frontline Case Study – CS5 Social Media Launch


Getting Organized: Coordinating across teams and time zones

@creative suite

@Adobe TV

@Photo- shop

@Dream- weaver

@Inside AI

@IAmFire works

@In Design

@Adobe Flash

@Flash_ Catalyst

@Adobe

@AdobeAE


Buzz Building and Virtual Launch


Virtual Goes Viral


Global Engagement


Tracking and Social Analytics


1,000,000+ followers in social media universe

33,000+ tweets duringthe 30 minute launch event

3 million+ views on YouTube

450+ unique blog entries in one week

Global Trending Topic

Exceeded revenue expectations

Social Media Results


Key Learnings

Organization was key, across teams, channels, time zones

Involve product team leads/experts as key social media team members

Balanced planning with experimentation

Measured impact, not just what is easily measured

Where we are Today Evolving our measurement

Focusing on Advocacy

Leveraging user generated content


Thoughts, questions, comments?

blogwell san francisco case study: adobe, presented by maria poveromo & jennifer kremer

Business

social media roi researchno

pockets of social innovation

adobe social analytics

measurement framework11

audit findings

csat score adobe

positioned vis

resolution time