fighting disillusionment with corporate social media

Important Notes about the 16x9 Template

Overcoming the Disillusionment with Corporate Social MediaCory Edwards, Director of Social Media & Content Marketing

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Digital TransformationGO-TO-MARKETSTRATEGIESBUSINESS MODELSIT AND WEBINFRASTRUCTURECUSTOMER TOUCHPOINTSBACKOFFICE SYSTEMSBUSINESS PROCESSES

Standout customer experiences drive business impact

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The disruption of our computing and business landscape has led to one of todays top buzzwords: digital transformation. Digital transformation is a massive dynamic that affects virtually every part of your business: processes, infrastructure, systems, business models, go-to-market strategies and customer touchpoints. Everything is digital, and digital has changed everything.

[CLICK TO BUILD]

All of these dynamics are important, but we at Adobe believe that standout customer experiences are the linchpin for driving meaningful, measurable impact and transforming how you do business.2

EXPERIENCESMATTER MORE THAN EVER

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Standout and effective experiences have become more critical than ever in todays market landscape.

Powerful experiences change the way we interact, entertain, work, and relate to the world around us. It can be one to one friends, family, co-workers collaborating together or engaging on social media Or one to many business to consumer, business to business, teacher to students, government to citizen, artist to audience.

Experiences are how you can break through the noise and make an impact.

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What Makes a Great Experience?PERSONALUSEFULEVERYWHERECOMPELLING

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.What makes a great customer experience?

A great experience shares four critical qualities:

It is compelling to capture customers interest and draw them in. It needs to look beautiful, be dynamic and display perfectly across devices. For example a Starwood-Marriott Hotels campaign has a few seconds to grab the consumers attention and get them thinking about a tropical vacation before they click away.

It is personal so it understands who the customer is, where they are and what they like. For example Coca-Cola remembers a consumers favorite mix and serves it up on their custom soda machine with one click.

It is useful so people can get things done faster, wherever they are, so they can move to the next thing. For example we allow someone to sign a contract on a mobile device, from a train, without paper copies and courier services.

And it is everywhere so customers can be reached at the moment where they are working, reading, watching, purchasing or doing whatever else it is that you as a business want to touch. Whether they are in a store, on their mobile device, or using a dashboard in their car you need to be there.4

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DIGITAL PAPERAI / MACHINE LEARNING VIRTUAL REALITYAUGMENTED REALITYINTERNET OF THINGS

IMPACTING THE SOCIAL EXPERIENCE WITH YOUR BRAND

WEARABLES


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Social media used to be about listening & relationships6But theres a new social world order....

Simply having a presence in social and connecting doesnt cut it anymore.

Our connected customers expect more. They want an integrated experience.

Emerging technologies & social platform evolution are changing the brand-customer social experience

Employees are a largely untapped resource.


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Technology triggerPeak of Inflated ExpectationsTrough of DisillusionmentSlope of EnlightenmentPlateau of ProductivityGartner Hype Cycle


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The slop in the trough: businesses disillusioned by social media spend too much time chasing trends, not supporting the jobs to be done. 8

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.If we take this idea of a trough seriously from the Hype Cycle then I believe that the slop in the trough that is so enticing as practitioners is still the shiny objects and cool new trends we want to pursue. Even though analysts have warned us against this mentality, we continue to make our way back to the trough thats full of cool new trends --- when we should be focused on using social to support the jobs that need to be done.

But how are brands getting into the trough to start with? - There is this magnetism of sorts that attacks us like pigs to slop in the troughand its often the trends.

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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobes Social Media Vision & Objectives10Our vision is to be the most social brand in order to better serve our customers.

"Whether its Facebook, Twitter, or Pinterest, you have to go to your customers or they wont come to you.- Shantanu Narayen Objectives:

~30 millionfollowers & growing63K daily posts15% of employees affiliate themselves with Adobe on Twitter

Adobe Social

Today, Adobe has

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Our social media vision is to be the most social brand in order to better serve our customers.

Lets read a quick quote from Shantanu, whether its Facebook, Twitter or Pinterest, you have to go to your customers or they wont come to you.

Adobes social media vision allows us to 1.) support our corporate strategy (across business units and functions) and 2.) grow to be a socially enable business. In order to achieve this we need to activate a social employee culture where we are listening to our customers, adding value to our customers and prospects by sharing relevant content insights and responding to customer inquiries, needs and requests. 10

PR, Communications and HR#AdobeLifeBuzz around news announcementsRecruiting efforts#AdobeLife

Innovation and R&DSneaksFeedback on new featuresFeature requests from communityMarketingCampaign extensionsSocial stuntsEvent amplification and engagement

Ecommerce/PipelineDrive traffic to Adobe.comExtend Demand Gen effortsInfluence conversion and pipelineSales PilotSupport/LoyaltyCall volume reduction, resolution timeEncourage customers to help each otherBuild loyalty and aid in retentionSocial Media Is Integrated Across Adobes Business Globally

Social Channels and ProgramsProduct Development

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.And just as social media has gone beyond marketing in the industry so too has Adobes program become a Social Business. Social media is now woven into the fabric of our organization. It may have started for us in PR and Marketing but it has become integrated across customer support, HR, Sales and product development.

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How Adobe is avoiding the trough12External ApproachContentActivationsDistribution

Internal SupportEnablement GovernanceMetrics that Matter

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.There are a few things that I think are helping us to avoid the trough of disillusionment. It helps to have a CEO who is asking us to become one of the most social brands in the world and a CMO who demands greatness in our efforts. But apart from that, there are four key points Ill focus on for the rest of my presentation that fit organizationally in two buckets. BU social focused on content & activations. But how we complement that approach through our center of excellence that is actively trying out new things that could help the business & doing it with an eye toward business metrics.

Set upFrom the trough of dillusionment to the slope of enlightenment.

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13CMO.comBlogsCreate MagazineDigital Index/Creative Index

SME Activation Program+++++=

POWERHOUSE

Meaningful content

If you want to be in the mediabecome the media.

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Perhaps like you, Adobe has a variety of platforms where our content lives. A key part of our social media program going forward is to find the right synergies between the social team, our PR team and our marketing teams as we create content that is both of the evergreen variety that relates to key business topics, but also to create real-time content based on what is happening in the world which is relevant for Adobe to talk about. Were in the process of trying to create greater editorial rigor around our various content sites to support the already ambitious processes we have for producing, distributing and amplifying content. -- Let me share one specific example with youthis SME Activation Program.

Relate to themFinding synergies between teams & editorial processEvergreen & real-time content SME Activation

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1474KShares via social media2M+Visits to our content*800Pieces of original content846Solution page visits per published post178%more likely to convert after being touched by program content30%of Marketing Cloud leads have read an articleAdobe SME Social Activation

Meaningful content

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.As part of our social media program, weve created an internal operation that activates subject matter experts across the company as bloggers. Whats unique about this program is that were using processes that scale to allow for hundreds of SMEs to participate. We give these SMEs writing resources to speed the process of writing new blog posts. Our efforts to create content through this program has resulted in 800 pieces of original content in the past year which has been placed on our internal blogs, but also picked up by the likes of HBR or The Economist. But were also tracking just how successful these blog posts are in not only raising awareness or building the brands of our thought leaders, but in driving traffic back to our solution pages and ultimately driving leads. A glance at the whole of our MQLs unveils that nearly 1/3 of our leads of our Marketing Cloud solutions have now read our SME produced posts.

- SMEsScaleWriting Resources14

Meaningful content

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.But meaningful content is more than regular evergreeen blog posts on key topics to the business an industryits also participating in real-time conversations in the world as they happen in a manner that is relevant. Consider as an example our experience with the dress? How many of you saw Blue/Black. or saw (or still see) while and gold? For us, a simple way to join was to share how one of our customers had used our Adobe Color app to identify the true color. This fairly simple effort to join the conversation just as it was becoming a hot thing to talk about couldnt have gone better for us

Evergreen v. real-time contentHighlighting our customer15

The Dress

17,650RTs10,300Favorites31,000Tweets46millionImpressions42% Engagement

15,611RTs6,587FavoritesMore than doubled the downloads of the Adobe Color app that week.

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.One of the things this taught us was the value of being nimble when looking for real-time marketing.

The impact that some of these real-time marketing campaigns can haveCompared to Oreo16

17ParticipatoryGiving people a means and reason to share and participate has power far beyond asking them to just stand by and watch.Inspired by NowThe opportunity to break through is best when an experience taps culture and trends in real-time, and ideally, are first of their kind.Evokes EmotionThe best experiences evoke emotions surprise, delight, joy, empathy and causes people to want to shareSimpleTheres a lot of noise out there. Breakthrough moments must be smart, but quick and easy to understand.SpreadThis can happen organically if the other elements are there, but oftentimes, integration across owned, earned & especially paid marketing efforts are needed. Celebrity participation also assists spread.

Compelling activations

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Next up: Compelling activations. Avoiding the trough of disillusionment for Adobe has meant an almost incessant desire from the business to use social to do stunts and activations (both in person and online). We did a great deal of research to understand what the key factors were behind the industrys most compelling activations. We found that while there is no silver bullet the most effective stunts have some common elements. They are very simple to graspThey evoke emotion enough to cause a passive recipient to take action as in sharingThey might be participating engaging viewers to take part before passing it on.Theyre the inspired by the now real time or first of its kindThe ability to spread a combination of the elements above or a very integrated approach across paid and earned marketing17

18Integrating social activations with marketing campaigns

#PillowTalk

Adobe Think Tank

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.What are the kinds of activations were doing? Theyre simple things.like paper cuts. In connection with our recent document cloud launch we have created some online and offline plays on how Adobe Document Cloud is helping to eradicate the miserable paper cut.

- 1000s of tweets each day about paper cuts.18

19Social activations & impact on leads

93%23%50%

57%36%28%

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Weve found that many of our most successful social stunts combine the online social world with some off-line in person component at various industry events. Our Field Marketing team has become some of our greatest admirers as weve given them massive uplift in their efforts to drive interest.

This is the # of badge scans we had during several events during the past 6 months19

20Distribution NetworkFacebookTwitterLinkedInYouTubeInstagramSnapchatPinterest

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.First social media is a hungry beast and we need to feed it daily not just occasionally. Heres a snapshot of our social media channels for every major product and brand we have a presence on each of the top networks. This requires tailored content for each channel and monitoring everyday. So imagine for Photoshop, Creative Cloud etc we have 7 channels that we need to feed and engage with daily. Social is a hungry beast and were always looking for inspirational, educational engaging content that delights our audiences and is visually up to standard of our brand. In all we have a total of 345 accounts as of DecemberPlatformNo of AccountsTwitter 153Facebook 87YouTube 33LinkedIn 25Google+ 24Pinterest 7Instagram 6Vine 5Weibo 3Kaixin 1RenRen 1

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How Adobe is avoiding the trough21External ApproachContentActivationsDistribution

Internal SupportEnablement GovernanceMetrics that Matter

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.There are a few things that I think are helping us to avoid the trough of disillusionment. It helps to have a CEO who is asking us to become one of the most social brands in the world and a CMO who demands greatness in our efforts. But apart from that, there are four key points Ill focus on for the rest of my presentation that fit organizationally in two buckets. BU social focused on content & activations. But how we complement that approach through our center of excellence that is actively trying out new things that could help the business & doing it with an eye toward business metrics.

Set upFrom the trough of dillusionment to the slope of enlightenment.

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Employees are critical to Adobes success22Credibility Source: Edelman Trust Barometer, 2016

YOU make a difference.

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Youre looking at data from the Edelmans trust barometer survey that goes out to determine who consumers trust from big companies its overwhelming that employees are trusted more than any other position for almost every topic.

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The value of employees in a corporate social media strategy23Adobe employees have a combined network that is 7x the size of our brand page followers

91% of employee conversations on LinkedIn are with individuals not following our brand page

The everyday employee is more trusted than the CEO

2015 State of Social Business Report: 2/4 of the top external priorities for brands include Employee Activation

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe Social Shift Program24

EDUCATE ADVOCATEACTIVATE

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Moving from Social Shift defining only Social Media training and rather truly infusing social media into the fabric of the way we do business. Shifting the way Adobe does business.

Educate, activate, advance

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A Recent Quarter: Employee Advocacy3rd party content sharedAdobe content sharedSocial EngagementsVisits to Adobe.com18,7506,25076,60019,000

Engagement rate of employee posts compared to brand page posts

X

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Look at other brand channels (other than just the Adobe channels) for the 4x engagement metric25

26Individual EmployeesTeams-Based

Customized Employee Advocacy program based on team objectives

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The Vision26

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Recent Pilot: Social Selling3rd Party Content SharedAdobe Content SharedSocial EngagementsVisits to Adobe.com14,2504,7509,0002,800

Social Sellers

113%61%Non-Social SellersAttainment Levels

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.For FY15, the sales people who participated in social selling achieved 112.57% attainment as a group. Those who didnt achieved 61.31% attainment.For FY15, 43.55% of the sales people achieved greater than 100% of their attainment. Only 12.73% of those who didnt achieved greater than 100% of their attainment.27

Adobes Employee Advocacy Program

The program goal is to educate and activate employees to become brand advocates and thought leaders in their social communities.

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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.29Creative CloudMarketing Cloud

MAXCC NextMetrics that matter

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Metrics that matter dont simply matter to the social team, they matter to broader marketing efforts and ultimately the business objectives. Adobe is spoiled in some respects by the fact that we have a social media analytics team that is able to help us really understand the value that social media plays to driving business level KPIs such as web traffic to solution pages, product trials or downloads, and leads via online inquiries.

Metrics that matter to me & the business29

30Metrics that matterPRODUCT DEVELOPMENTBUZZHIGHLY ENGAGED WORKFORCEInfluences 10% of Creative Cloud subscriptions and 17% of Digital Marketing leads

2X increase in conversion when social appears in purchase pathSUPPORT30% of employee base trainedDrove 11,000 visits to Adobe.com during pilot

63,000 daily social mentionsDEMAND GEN

#Support team answers 81% of questions via social in 30 minutes20% call deflection

HR/RECRUITING330K employee mentions of #AdobeLife

Social focus group of 5000 customers to get product feedback270 suggestions from Analytics community that are now features

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.But metrics that matter should be used more broadly as social permeates the business. Businesses who avoid the trough of disillusionment with social media are uncovering the value that social brings to its HR or recruiting efforts, employee branding, support, sales, and even product development.

Often social sits in the trough because of too great a focus on social marketing. Were trying to expand into the other business functions and maintain a metrics that matter mindset.30


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