Transforming Employees into Brand Ambassadors
LAUREN FRIEDMAN // ADOBE
Lauren FriedmanHead of Social Business Enablement at Adobe
@lauren_hannah
• Since the 5th grade, always wanted to be a writer
• Fell in love with San Francisco
• Worked at a very small startup acquired by Adobe
• Spends way too much time on social media
• Passionate about connecting people to people
About Me
Agenda
• Changing social landscape
• Value of an employee ambassador
• How does Adobe enable and empower employees
• Measuring success
@Lauren_Hannah
1. How you
market, sell and
support your
customers is
changing.
2. Customer
experience and
what they say
about you is more
important than
ever before.
3. Companies must
enable, activate and
scale brand
ambassadors
(employees) to build
long-term
relationships with
customers and
prospects.
The Changing Social Landscape
It’s a new era…@Lauren_Hannah
Our connected customers expect more.
90% of people trust recommendations from people
they know.
70% of people trust consumer opinions posted online.
How companies market, sell and support their customers is
changing…
Companies must fundamentally rethink how they connect with their customers…
@Lauren_Hannah
Challenges:
• Companies are seeking
“authentic” and “genuine”
ways to build relationships
with their customers online.
• How do you scale customer
conversations online?
• How do you measure
success at scale?
Answer
Employees as brand
ambassadors
The Value of a Brand Ambassador
(employee)
Employees are critical to Adobe’s success
@Lauren_Hannah
Customers trust the average employee 2X more than a chief
executive.
Social impacts every function across Adobe
@Lauren_Hannah
Marketing ProductBrand, PR,
AR, CRSales Support
Human Resources
Finance
Relationships
PromotionsQuality
Innovation
Market Research
Reputation
Crisis Mgmt.Lead-Gen
Credibility
Customer
Service,
Retention,
Loyalty
Talent
Acquisition &
Development
Costs
Corporate Marketing
Business Units
People Resources
Sales/
SupportFinance IT
R&D
Regional Teams
Govern Enable
Measure Innovate
Social Media
Center of Excellence
Adobe’s blueprint to social
business operations
The CoE is Adobe’s Social
“Pit Crew.”
How do we ENABLE and EMPOWER all employees to be active on social on
behalf of the Adobe brand?
Adobe’s Social Shift
@Lauren_Hannah
Social Shift training curriculum
@Lauren_Hannah
Course 1:• Value of social media
personally and
professionally
• Roles you as an
employee play in our
social universe
• Basic guidelines and
process
• Deep-dive of Adobe’s
core social media
principles
Course 2:• Strategy and
planning
frameworks and
guidelines
• Rules of
engagement and
protocol
Course 3:• Select short
modules based
on key business
objectives
Roles employees can play in our social universe
@Lauren_Hannah
Ambassador Professional Spokesperson
Scaling enablement
@Lauren_Hannah
Virtual training
Global train-the-trainer
In-person
trainings
Training employees at scale
Enabling trainers in-region
Personalized training experiences
Measuring Success
The challenge of social measurement
@Lauren_Hannah
measurable,
attributable
difficult to
measure,
unknown
KPIs as indicators of success @Lauren_Hannah
Business Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
Awareness Social Community Growth
Share of Influencers’ voice
Volume of conversations and reach
Ratio of positive, negative and neutral sentiment
Traffic to product pages
Engagement Percent of community interacting with content
Engagement rates on content v. competitors engagement rates
Content virality and velocity
“Likes”, re-tweets,shares, mentions, etc.
Campaign #hashtaguse
Lead Generation Cost per lead from social channels
Social media’s assist in the purchase path
Qualified sales leads from social
Reach within target audience
# of white paper downloads
Demand Gen/ Conversion
Direct attribution -revenue and trialdownloads through tracked links
Cost per acquisition Conversion rates and average order value from social channels
Revenue attribution for key influencers
On-site product reviews influence on conversion rates
Customer Support Cost savings (call deflection)
Avg. time to issue resolution
Change in sentiment around support issue
Number of issues resolved
Issue resolution rate per agent
Advocacy Number of active advocates
Share of influence Percent of brand communication driven by advocates
Influence score and reach of advocates
Revenue attributable to advocates
Product Innovation Number of product ideas submitted
Number of ideas included in productdevelopment
Number of bugs reported and fixed
Size of community providing product feedback
Engagement rates in product forums
How do we measure success?
@Lauren_Hannah
~23M Fans and Followers Monitoring Social Mentions
63,000 daily mentions
• Social influences 18% of Creative Cloud subscriptions
• Social influences 22% of Digital Marketing leads
• Reduces call center volume by 15%
Impact on Bottom Line
1. How you
market, sell and
support your
customers is
changing.
2. Customers’
experience and
what they say
about you is more
important than
ever before.
3. Companies must
enable, activate and
scale brand
ambassadors
(employees) to build
long-term
relationships with
customers and
prospects.
Questions?