Changing the world through digital experiences

Transcription

1 Changing the world through digital experiences

2 Adobe Creative Cloud Adobe Marketing Cloud 2

3 central v = λ f automotive V = V0(1 + βδ T ) 50k-$100k 55+ art+architecture #eeccff education southwest male $12k-$25k urban 08 ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ # #FFCC00 northwest financial services suburban 02 manufacturing F = k ( q1 q2 / r2 ) banking female # government $25k-$50k Fb = Vρg = mg southeast #f1f1f1 04 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 <$12k northeast #00e0c9 05 rural 10

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5 central v = λ f automotive V = V0(1 + βδ T ) 50k-$100k 55+ art+architecture #eeccff education southwest 62,486 TOOL USAGE male $12k-$25k urban % COMPLETION RATE ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ % VIDEO VIEWS # #FFCC00 northwest financial services suburban 02 manufacturing F = k ( q1 q2 / r2 ) banking female # SELF SERVICE APP government $25k-$50k Fb = Vρg = mg southeast #f1f1f1 RICH CONTENT AND EXPERIENCE 04 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 <$12k % AGENT DEFLECTION #00e0c9 89% ROI northeast 05 rural 10 5

6 Social is bigger than what happens on social networks. 6

7 No visibility into how social media impacts your bottom line. No connection for social to the rest of the customer experience. 7

8 Adobe & Digital Marketing Used by the world's largest brands to monetize their digital business 18 of the Top 20 Retailers 7 out of the top 10 CPG companies 8 out of the top 10 financial services companies All of the top 5 leading media companies Over half of the top 25 tech companies 8

9 Adobe & Creative 9

10 Adobe & Social Media The only company to be awarded all four Facebook Preferred Marketing Developer Badges *One of a select few to hold Twitter Certified Product status for both Engagement and Analytics, as well as a license to the full Twitter firehose A Google+ Pages API launch partner and Google AdWords Certified Partner *Pending. 10

11 Social Marketing Framework It starts with the right strategy, and organization that scales. 11

12 Social Marketing Framework GOAL ACTIONS SOLUTION Acquire Build community Acquire fans and followers, and build relationships with influencers Social advertising Listening and moderation Publishing and Apps Engage Recruit allies Foster conversation and engage your community with content to build loyalty Publishing and Apps Listening and moderation Activate Create advocates Call communities into action with promotional campaigns Publishing and Apps Social advertising Optimize Deliver business impact Discover what works, demonstrate ROI and using learnings to create smarter marketing Measurement and analytics 12

13 10x ROI in two months More than three million visits from social media to Adobe.com 13% of Creative Cloud subscriptions and 4% of Creative Suite purchases driven by social media Social referrals spend twice as referrals from other sources An unknown Flash Developer in Japan tweeted about a discount on Creative Cloud and drove over $5,000 in revenue 13

14 Julie Cleeland Nicholls, Director, Communications,

15 Agenda Organizational Approach Measurement Framework KPI Standardization Measuring and Analysis Reporting Case Studies Integrating social media with a marketing launch Product Innovation

16 How Adobe Got Organized: From 2009 to Source: Altimeter Group 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

17 Adobe s Hub-and-Spoke Model Global teams Corporate / Brand Business Units Marketing Functions Social Hub Center of Excellence HR CSR Customer Support Events

18 Measurement Framework

19 What do we mean by value? Provide the right metrics to the right audience, at the right time Value of social media will differ across companies: Brand awareness/affinity Engagement Cost savings Customer retention and Loyalty Advocacy Conversion, revenue 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

20 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 hashtags Repost shares Lead Generation RFI submission Sales call led through social Demand / Conversion (adobe.com) Support Direct attribution revenue and trial: button/link/tweet/ post Cost savings (decrease call volume, y, z) Referring URL web analytics tracking: Impressions, Conversions, trials CSAT (adobe.com) Sentiment Product Innovation # ideas # Ideas included in product dev. Influence on purchase decisions Social analytics: Measure correlations between awareness, sentiment, conversation volume; and revenue and trial. Volume conversations Impact on customer satisfaction (PLT study)

21 Monitor, Measure, Analyze and Optimize

22 Listening + Analytics = Total Picture Listening Data Analysis Reporting and Recommendations Monitor channels for topics, trends and sentiment Deep dives to understand business impact Standardized stakeholder reports with insights

23 Deep Dive Cont: Identifying Influential Authors Who is talking about us? Who is driving traffic? Who is driving revenue? Blogger in Japan had KLOUT score of 40 and mentioned the product 12x and drove close to $5K in revenue!

24 Listening and Monitoring

25 Analytical Deep Dives: Business Value Insight Key Metrics Correlations Traffic and Revenue Drivers Keyword Analysis and Trending Campaign Terms 25

26 Standardize Reporting

27 Standardize Reports 1 Social Manager Report Stakeholder Report (BU) Executive Report 2 3 Social owned channels report Top topics, posts/tweets, themes Top authors and influencers Sentiment, Conversation and revenue Community Growth and Performance Product Conversion Funnel KPIs Daily Alerts Campaign Report 4 5 Key findings Top topics of discussion Sentiment analysis Daily volume / sentiment Revenue Conversion Funnel Customer satisfaction Brand reputation Volume of conversation (keyword) Sentiment, Conversations and Revenue Influencers Key topics Conversion analysis

28 Report Examples Social Practitioner

29 Report Examples: Executive Dashboard Key Insights: Executive-level summary of key changes in KPIs and drivers. Focus on how Social Media is driving brand awareness, product marketing and on-line conversion. Social Marketable Universe Volume and Sentiment Share of Voice Thousands 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - Jan '10 Feb '10 Mar '10 April '10 May '10 June '10 July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 April '11 May '11 June '11 July '11 Aug '11 Sep '11 Oct '11 Nov '11 Dec '11 Jan '12 Feb '12 Mentions and Site Visits Correlation Revenue Contribution Revenue per Visitor 29

30 Adobe Case Study - Product Innovation

31 Product Innovation

32 Product Innovation Driven by Social Photoshop Beta >500k downloads in 3 weeks Over 65 user-inspired enhancements added to Photoshop CS6 - more than doubled since PS CS5 Community feedback identified most popular features. Marketing efforts aligned for launch

33 Lightroom 4 Beta Consumers Reviews Case Study Consumers tell us what they want via product feedback Lightroom 4 Beta generated over 50 Consumers Reviews that influenced the product roadmap Improvement, 40% Comparison, 23% Compared LR4 to a competitor or older product version Average Rating: 4.06 out out 5.0 Anything that can improve the product experience; product is good, but X could make it even better Problem, 19% Other, 18% General praise; positive feedback 33 Fundamental issues; bugs

34 Adobe Case Study Integrating Social in a Marketing Launch

35 Case Study CS6 and Creative Cloud Launch

36 Social Media Objectives Ignite Adobe s 8M strong social ecosystem and drive positive buzz Extend the reach of live events through social Drive Traffic and Pre-orders 36

37 Amplified News Across Social Media Launch and News Amplification Digital Reporting Real-time coverage of launch event, Scavenger Hunts and community feedback 37

38 Engaged APAC Creative Luminaries through Launch Events, Briefings and Trials 140 photographers, designers, artists, fashion designers, film-makers from across APAC 38

39 Measured Impact Awareness 3 million YouTube views 600k conversations in 2 weeks Press Release Total Social Media Volume 4/22-5/7 Live Launch Event Key Conversation Drivers Flagship products New features Total CS Products CS6/CCM Launch Sentiment Summary 97% positive/neutral 22% Conversation Breakdown 16% Overall Sentiment 10% Sample 10.88% 2.39% Excitement about new offerings < 3% negative 62% Creative Cloud Only Creative Suite Only CC & CS6 Combined 86.73% Positive Negative Neutral

40 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 10X ROI in 2 months

41 What is the Value of a Fan/Follower? Revenue per Visitor $ x2 x1.5 All Social Facebook/Twitter Nov 1, 2011 Jan 19, 2012 Our fans and followers coming from social are twice as valuable.

42 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

43 Hyatt - Global and Local (Hate to say it, but Glocal) Efficiently connect locally while reinforcing corporate brand message. One Day 34 Page 68 Apps 350 Pages Managed COPYRIGHT CONTEXT OPTIONAL, PROPRIETARY AND CONFIDENTIAL

44 Ticketmaster - Scalability Local venues use sweepstakes, contests, Stream Apps and geotargeting to rock their fans. 105 Pages Managed COPYRIGHT CONTEXT OPTIONAL, PROPRIETARY AND CONFIDENTIAL

45 Empower Local Affiliates, Authorised Resellers, Franchisees Sophisticated roles, permissions, content management, workflow and application template features. 14K Agents COPYRIGHT CONTEXT OPTIONAL, PROPRIETARY AND CONFIDENTIAL

46 Case: Location Based Experiences Amplify the Social Buzz Mobile Mobile engagement drives inthe-moment social endorsements.

47 Adobe Social: Capabilities Measurement & Analytics Real-time insights into what s working Publishing & Engagement Create content once and push to all your communities Social Advertising Promote content to Sponsored Stories Ads in a couple of clicks Listening & Moderation Identify trends and keep on top of questions and issues Governance & Administration Customize security and permissions to work for your team Services Everything from training to strategy to execution 47

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