social media measurement and roi: one company’s perspective

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

Social Media Measurement and ROI: One Company’s Perspective

Maria Poveromo| Director, Social Media, Adobe Systems @mariapoveromo

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

§  Background on Adobe §  Measurement Approach §  Case study §  Key Take-Aways

What We’ll Cover

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

Background: How Adobe is Organized

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Social Hub Center

of Excellence

Blogs

IT

Community Managers/

Evangelists

HR

Customer Support CSR

Education

BUs

Events

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

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

Advise Company Spokes on Measurement Best Practices

Listen Listening posts Measurement/ROI KPIs/Reporting

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

Measurement

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

Social Media ROI Research

§  Companies and researchers 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

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

Tangible Intangible Quantitative Qualitative Direct attribution Indirect

Current Climate: The ROI Maze

§  Value and ROI mean different things to different companies

§  Business objectives vary; therefore KPI’s will vary

§  Social media KPI’s include both soft and hard metrics:

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

So What is the Right Approach??

ONE SIZE DOES NOT FIT ALL

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

Adobe’s Approach: Measurement Framework

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Executives

Stakeholders, Peers

Within Teams

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

Identifying Social Business Objectives

Awareness

Business Goals Social

Consideration

Conversion

Loyalty

Innovation

PR

Advertising Search Campaign Marketing

Direct Marketing/ Lead Gen

Sales

Support

Active Use

R&D

Brand Advocacy

Traditional

Advocacy

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

Public Relations and Communications

Marketing and

ecomm.

Customer service and support

Product and

Process Innovation

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)

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

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 / Conversion (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)

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 sat (PLT study)

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

How to Measure? Qualitative and Quantitative; Tracking and Analytics

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50000

100000

150000

200000

250000

300000

December January February

Volume & Sentiment of Conversations

Negative Neutral Positive

Community Growth

 -­‐        

 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    

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  

Tracking Code

Analytics

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Social Analytics: Combining Social Data and Web Analytics

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

Case Study: Social Media Launch CS5

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

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

@Adobe AE

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

Tracking and Social Analytics

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

1,000,000+ followers in social media universe

33,000+ tweets during the 30 minute launch event

3 million+ views on YouTube

450+ unique blog entries in one week

Global Trending Topic

Exceeded revenue expectations

Reporting on Results

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

Take Aways

§  ROI means different things to different companies

§  At Adobe, we take a dashboard approach to tell an “ROI Story”

§  We try to measure impact, not just what is easy to measure

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

Thoughts, questions, comments?