integration of search & social strategies. dave lloyd @ adobe. search engine strategies - san...
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Search Engine Strategies San Francisco (Sept 2013) presentation on the Integration of Search & Social Strategies by Dave Lloyd of Adobe.TRANSCRIPT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SES SF – Developing an Integrated Search & Social Strategy
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dave Lloyd Senior Manager, Global Search Marketing
Global team delivering Organic & Site Search strategies for all Adobe products
Team Charter • Deliver industry best practices • Drive KPI-focused results • Showcase Marketing Cloud products
12 years in Search, 15 years in Digital
@davelloyd1
http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Changing the world through digital
experiences
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
74% of Adobe’s Marketing Spend is on Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
KPIs • Direct Response:
• Subscription units • Cost per subscription • Awareness & Sentiment • Retention & LTV
KPIs • Lead Gen:
• SALs • Inquiries • Prospects • ACV
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Business has only two basic functions: marketing and innovation.” – Peter Drucker
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Simplest Takeaways
1. Be curious and open to change
2. Get Executive buy-in
3. Clarify KPIs – they don’t have to be the same
4. Define shared wins & early pilots and share credit
5. Meet often (bi-weekly) to address chaos & points of divergence
6. Share, share, share, collaborate, talk, connect –--- training, ideas, resources, failures, case studies
7. Don’t optimize for Google, Facebook, Twitter only --- optimize for best practices that benefit users
8. Build to last
7
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. What markets to pursue
2. What is your unique value
3. What resources & capabilities to develop
4. How to sustain competitive advantage
= Maximize ROI & value through strategic alignment & influence
*Innovator’s DNA by Jeff Dyer, Hal Gregersen, & Clayton Christensen
Agenda - Strategic Framework
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Markets to Pursue 2. What is your unique value
3. What resources & capabilities to develop
4. How to sustain competitive advantage
Key Question: Why do visitors engage socially or come to your site? What task are they trying to accomplish?
slideshare.net/dalloyd @davelloyd1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What does your data say?
What are your easiest-to-measure Key Performance Indicators?
What has most impact on your business?
Where do you have resources to act?
“In data analysis, 90% of the analysis takes 90% of the time. The last 10% takes the other 90% of the time.”
Deciding on Markets
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Real Value of Your Social Followers
11
Customers that engage with brands on social
Stronger purchase intent: 60% more likely to purchase from a brand
Greater actual spend: ~40% more money spent than other customers
Deeper emotional commitment: Grant on average 33 point higher NPS score
- Bain Research, 2011
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Measurement Capabilities: Listening and Analytics
Reporting and Recommendations
Data Analysis Listening
Monitor channels for topics, volume, trends
and sentiment
Deep dives to understand business
impact
Standardized stakeholder reports
with insights
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Listening and Monitoring
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media Value Framework Key Performance Indicators (KPIs)
• Measure Business Impact (Revenue Contribution or Other)
• Tied to specific business or program objectives Examples: engagement, followers, share of voice, conversation volume
Revenue Contribution
• Measurable impact on the bottom line • Incremental Revenue Generated or Cost Savings
($$) Examples: revenue impact, call center cost deflection, customer LTV
Return On Investment (ROI)
• Measure for rate of return on a incremental business spend
ROI 𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅 𝐶𝐶𝐶𝐶𝑅𝑅𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝑅𝑅𝐶𝐶𝐶𝐶𝐶𝐶𝑅𝑅 $ − 𝐵𝐵𝑅𝑅𝐵𝐵𝐶𝐶𝑅𝑅𝑅𝑅𝐵𝐵𝐵𝐵 𝐼𝐼𝑅𝑅𝑅𝑅𝑅𝑅𝐵𝐵𝐶𝐶𝐼𝐼𝑅𝑅𝑅𝑅𝐶𝐶($)
Revenue Contribution
+ Other Business
Impact
KPI3
KPI1 KPI2
Total Social Media Value
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Analysis
15
Competitive Benchmarks
Campaign Tracking Traffic and Revenue Drivers
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s Approach: Measurement Framework
16
Executives
Budget Stakeholders
Social Practitioners
Provide the right metrics
to the respective audience.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Standardize Reports
Social Manager Report
Stakeholder Report (BU)
Executive Report
•Social ‘owned’ channels report •Digital landscape (KPIs) •Top topics, posts/tweets, themes •Top authors and influencers
Daily Alerts Campaign Report
•Key findings •Top topics of discussion (volume and variance) •Sentiment analysis •Daily volume / sentiment
•Volume of conversation (keyword) •Sentiment, Conversations and Revenue •Influencers •Key topics •Conversion analysis
1
4 5
•Sentiment, Conversation and revenue •Community Growth and Performance •Product Conversion Funnel
•Revenue – Conversion Funnel •Customer satisfaction •Brand reputation
2 3
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Executive (C-level) Dashboard Landscape
Weekly Business Report Quarterly Business Report aligns to GMO priorities
Trended over last 6 weeks and last year same wk:
Total conversation volume (total and BU)
Traffic and direct revenue by social visitors
Key topics
Social media sentiment
Quarterly report aligns to CMO Objectives
Includes all metrics from weekly +
Total Social marketable universe
Product Ratings and Reviews update
Event conversation volume/sentiment
SOV reporting
Qualitative program quarterly program update
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stakeholder (Director/VP) Dashboards
Weekly Business Report
Digital Marketing Campaign Weekly Scorecard
Focus on campaign goals. Social results and impact embedded into Digital Marketing Dashboard (across PR, Search, Display, email, etc)
Event based reporting
Weekly Update
Social conversation y platform and BU
Fastest growing accounts Weekly program highlights
Weekly Stats
Total volume, sentiment, top topics
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Practitioners
Weekly Monthly
Weekly Summary reports • Focus on daily performance
of channels and individual content. Identifies opportunities to engage on the channels.
Weekly Social Leaderboard
Focus on weekly performance in growth and engagement (NA only). Opportunity for Social Leads to share strategies that are working well and recognize accomplishments in a friendly competition.
20
Monthly Automated Dashboards
Focus on community growth, engagement and demographics. Offers ability to compare multiple accounts on one report
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Daily social media briefs delivered to all audiences
Key topics, volumes, and sentiment
Alerts on emerging topics
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative Cloud Campaign: Measuring Site Traffic & New Subscriptions
Social drove 9% of traffic to Product Pages (more than 12% during AdobeMAX Conference and Ship Announcement)
3.4X pre-announce volume
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Visits to Prod Pages by Social Visitors
% of Total Visits
Visits to Product Pages from Social
Social drove 6.5% of new Subscriptions (more than 8% during AdobeMAX Conference and Ship Announcement)
2X pre-announce volume
Future KPI: New Subscriptions and Retention Rates
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unCCM Subscriptions by Social Visitors
% of Total
AdobeMAX Pre-announ
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Ship
New Subscriptions from Social AdobeMAX Pre-
announce
Ship
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO - One-slide Executive Summary
Keep it simple Report on current trends Provide context Identify action items that support SEO
projects and indicate timelines
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
Project-level SEO Reporting (BU/LOB)
Report on KPIs that drive business decisions
Define reporting format and method of delivery
Make sure reporting translates to actionable recommendations
Forecast impact Execute and track impact
Source: Adobe Discover
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
We’ve always had Big Data – it’s just bigger now.
It’s about getting to data that matters, identifying patterns & anomalies, and then executing.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. What markets to pursue
2. Unique Value 3. What resources & capabilities to develop
4. How to sustain competitive advantage
Key Question: What is the Unfair Advantage your team can uniquely drive?
slideshare.net/dalloyd @davelloyd1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What do we mean by “Value”?
Value of social media will differ across companies:
Brand awareness/affinity?
Engagement?
Cost savings?
Customer retention? Loyalty?
Advocacy?
Conversion, revenue?
Definition: Relative Worth, Utility, or Importance
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
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Public Relations and Communications
Marketing and ecomm.
Customer service and support
Product Innovation
Awareness Dialog / Conversation Share of Voice /
Influence Sentiment and
Reputation Volume Engagement Innovation
and R&D Topic Trends Ratings &
Reviews Sentiment New features
included from community
Marketing Testing impact of UGC Search, Media, Email,
Web Traffic Market Research Survey Fans vs. Followers
tracking Search Optimization
Ecommerce/ Direct Revenue Direct Attribution Revenue and
Subscriptions Adobe Analytics on
Facebook Social Campaign ROI
Support Measurement Call Volume Resolution Rate Resolution Time CSAT Score
(adobe com)
Social Contribution to Business Objectives
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Established Social Media Center of Excellence (HUB) Mission:
Enable and drive more strategic social media programs across company
Listen • Listening posts • Measurement
Framework • Reporting
Enable • Trainings • Centralize/standardiz
e • Governance/policies • Crisis Management
Empower • Advise on strategy • Build programs • Knowledge sharing • Social council/global
calls
Innovate • Pilots • Corporate/Brand
strategy • Business Unit strategy • Industry news and best
practices
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Evolving Adobe’s Social Organization
Source: Altimeter Group
Centralized
One department controls all efforts
Consistent
May not be as authentic
Distributed
Organic growth
Authentic
Experimental
Not coordinated
Coordinated/ Hub & Spoke
Sets rules, best practices,
Spreads widely around the org
Takes time
Multiple Hub & Spoke
Similar to Coordinated but across multiple brands and units
Holistic
Each employee is empowered
Unlike Organic, employees are organized
2000-09 2010-12 2013
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Move to a Coordinated Hub-and-Spoke Model
Social Center
of Excellence
Corp/ Brand
Business Units
HR
Customer Support
Events
CSR
Mktg Function
s
Global teams
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advise Teams How to Build Programs and Strategies
ORGANIZE
• Define Objectives
• Identify Roles & Resources
• Listen: Benchmark Social Presence
DEVELOP PLAN
• Comprehensive Strategy Planning
• Global Brand Voice
• Platform/tools
• Content Strategy
• Crisis Plan
ENGAGE
• Right Place • Right Time • Influencers • Advocates
INSIGHTS
• Online Monitoring
• Analysis, Reporting & Optimization
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s Search Marketing Vision
33
Paid Organic
Site
Maximize influence & integration
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Paid 32 Programs - 31 countries 1.6M KWs/700K active 14K ad copy rotations 1,113 LPs Adobe Media Optimizer Platform Automated-bid technology Adobe Target testing
Adobe Search Team Scope
Organic 30+ Domains, Subdomains, & Microsites 15K Top Priority KWs & URLs 25% of traffic to Adobe.com – 35% of revenue SEO Tools implementation Worldwide Coverage
20 countries direct, 70 indirect through best practices
Site 1.8M pages ~10M KWs 11 major sites Use Adobe Search&Promote product
• 3 pillars of Search are aligned & on same team • Adobe Digital Marketing Suite (alpha-testing partner) • 74% of Adobe’s Marketing Spend is on Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Engagement Process
Sales & Marketing Database
Metrics & Reporting
Dashboards using Adobe Analytics and Adobe Media
Optimizer
SEARCH DELIVERY VEHICLES
Ad Copy
Paid Organic Site
Promo Copy
Strategy Communication, KPIs, Objectives, Global, Segmenting
Buy Now Download/Trial Lead Generation
Keywords
Link Building
Content
Landing Pages
Engagement Launches, Offers, Audience, Keywords, URLs
Search Stakeholders
Demand Marketing
Campaign Marketing
Business Units
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO Engagement
36
Execs
Writers
Web Strategy
IT
Web Production
Analytics
Global Teams (Loc)
Store Teams
BU
PR & Social
Direct Mktg
Paid Search
SEO Team
Align SEO with stakeholder goals
Work with teams on driving KPIs
Identify opps & execute
Report progress
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data-Driven SEO Engagement
37
Execs
Writers
Web Strategy
IT
Web Production
Analytics
Global Teams (Loc)
Store Teams
BU
PR & Social
Direct Mktg
Paid Search
SEO Team
Rank, Bounce rate, conversion metrics
Align on strategy based on data
Social activity & SEO KPIs
Alignment on KPIs & segments
Crawl rate, redirects, errors, malware
Impact of content optimization
Crawl errors, indexing (XML Sitemaps, Robots.txt), redirects
Impact of localization optimization, trends & prioritization
Top-level reporting
Messaging and keyword-level data
Indexing, impact of content & Tech SEO
Data sharing, cross-channel optimization, testing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize team to focus to SEO signals
SEO Algorithm Team Priorities
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search & Social (Virtuous Cycle)
39
Search keywords inform Social
content strategy
Social conversations
drive Search equity
Search enhancements improve Social
ranking
Social conversations
inform keyword strategy
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet your neighbor
1 minute each
What’s the Unique Value of your team’s Social + Search integration strategy?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. What markets to pursue
2. What is your unique value
3. Resources & Capabilities to Develop 4. How to sustain competitive advantage
Key Question: How best to maximize opportunities?
slideshare.net/dalloyd @davelloyd1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Defined Social Media Policies
42
Guidelines/Guardrails
Reflect Adobe’s cultural values and
philosophy toward social media
“Use common sense and act responsibly”
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Provided Trainings – Early Focus was on the Social Employee
43
Playbooks & best practice sharing
Guidelines
Basic governance
Crisis mitigation
How to build a social media task force
How to build a social strategy
Listening, measurement, & insights
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advise Teams How to Build Programs and Strategies
ORGANIZE
• Define Objectives
• Identify Roles & Resources
• Listen: Benchmark Social Presence
DEVELOP PLAN
• Comprehensive Strategy Planning
• Global Brand Voice
• Platform/tools
• Content Strategy
• Crisis Plan
ENGAGE
• Right Place • Right Time • Influencers • Advocates
MEASURE
• Online Monitoring
• Analysis, Reporting & Optimization
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Search Impact Lifecycle
45
Change
Analysis
POV Implementation
Impact
New opportunity, i.e. algorithm change, search trends, new tools available
Assess, define enhancement options, forecast impact
Impact vs difficulty, POV, get buy-in from stakeholders
Implement enhancements
- Produce case study and communicate - Share via Blogs, at conferences
Deploy Identify additional opportunities
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Get the DNA of SEO aligned early & often.” http://blogs.adobe.com/digitalmarketing/digital-marketing/search-engine-marketing/search-marketing-dna/
1. Comprehensive presentation on Search & SEO
Address beginner, intermediate, & advanced areas
Customize for stakeholders
2. Regularly updated best practices document (copy-pastable)
Ideally, train each new group you work with
30 minute formal session
5 minute ad-hoc when starting a new project
Regular Training is Critical
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO Best Practices document
47
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrate SEO best practices regularly into entire content authoring workflow
Search-informed Global Content Marketing
SEO not aligned strategically, early, & often in publishing process
Challenges Strategies
Minimal influence of key global content assets
Content publishers don’t know or execute SEO best practices
Collaborate early on global content priorities to best leverage resources
Tight SEO team alignment, training, and QA process with all who touch content
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Strategy: Aligning with BU
Analyze data and identify opportunities
Define strategy based on data; i.e. Non-branded KWs trends
Focus: Non-branded optimization
Trends: Non-branded keywords
Source: Google Insights
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Strategy: Aligning with BU
Strategy: create content to support optimization of Non-branded KWs
Success metrics / case study:
Rankings, Share of Voice
Growth in Visits (300%), Units (160%)
Total contribution to BU: Visits up from 4% to 44%, Revenue from 3% to 21%
Next steps: identify additional opps
Source: Adobe Discover, BrightEdge
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social metrics that impact Search
51
• Facebook’s metrics are substantially better correlated with rankings
• Low Twitter correlation could also be due to less public data available
• Red bar is a benchmark of a traditional SEO signal
http://www.seomoz.org/article/search-ranking-factors#metrics-4
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Impact of Social on SEO
52
Keyword “social analytics” December (1 week) - Rank from 28 to 2 - From 7 Tweets
February (3 weeks) - Rank from 4 to 2 - From 28 Tweets and 6
Facebook Actions
Source: BrightEdge
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social + Search Checklist: Blogs
Items Action Note
Content Determine content strategy by objectives and theme (thought leadership/news/tips/etc.)
Keywords Consult with product teams for their target keyword for the products and categories related to the article; leverage keywords in header and body
Other resources: SEO/SEM keywords, on-site search queries, social media sites
Title Use keyword in blog post title
Meta Description Use keyword in meta description. Each article should have a unique meta description
Category/Tags Every article should be categorized and tagged. Ensure categories and tags reflect how customers search for content and identify themselves (not how company categorizes customers/business areas).
Categories should be used as a navigation/menu.
Body Text Use keyword in body text throughout the article; balance use of keywords and maintain an authentic tone of voice
Links Use keyword for linked page in anchor text. Cross link to related articles
Link to geo pages whenever possible, instead of US/Global pages
URL Use simple and short URL structure with keyword It’s good to have category name in URL structure
Micro-formats and Schemas
Use “rel=author” tag to indicate the ownership/editor of each blog post
See Schema.org and Microformats.org for info
Prepared by: AJPR LLC 2010
53
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social + Search Checklist: Blogs (continued)
Items Action Note
Images and Videos Use keyword in file name. Add a short description with keyword (title and alt tags); Posts with dynamic media are more engaging for social communities
Use title=“xxxxxxx” and alt=“xxxxxxx” tags
Page Template Apply <H1> to article main header, and <H2> to sub header. Place social icons on each page where visible to readers
Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL ending with “.html”
Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map
Engagement Invite comments and questions on your posts to continue the conversation; update blog posts w/ new information as it becomes available to keep content fresh
Cross-Amplification Cross-amplify blog posts on other social networks and other Adobe channels to extend the reach
Posts on other social networks that link back to blog should also be keyword optimized (Twitter, Facebook, Google+, etc.)
Frequency Ensure frequency of content is regular and consistent to ensure that readership has reason to come back to site
Prepared by: AJPR LLC 2010
54
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social + Search Checklist: Facebook
Items Action Notes
Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content
Balance use of keywords with tone. Remain authentic
Engagement Encourage engagement within posts – ask questions, invite comments, and respond.
Tagging Tag other Facebook pages in posts to extend the reach of your content
Text Areas Create robust profile (bio, about, description) with keywords that links back to home page
Frequency Balance frequency of content based on amount of community engagement
Timing Test different post times to determine which days/time your community is most engaged
Keywords Consult with product teams for their target keyword for the products and categories related to social posts. Include keywords and rich media (photos/videos)
Keyword integration should be shared between all social media sites
Link to Facebook from domain
Link to each global Facebook account from country home page
Facebook Like button Enable Facebook Like on pages
Facebook Open Graph Consider whether use of FB Open Graph makes sense for your domain
Prepared by: AJPR LLC 2010
55
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social + Search Checklist: Twitter
Items Action Note
Profile setup Treat text areas as relevant for search engine indexing – include keywords and links in bio
Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content
Keywords Consult with product teams for their target keyword for the products and categories related to series of posts; leverage keywords in tweets
Other resources: SEO/SEM keywords, on-site search queries, social media sites
URL linking Drop links authentically, don’t overload on anchor text used
Search & Social teams should be aware of similar goals & URLs that support that
Influencers Identify and influencers by industry & product and follow – engage with their content through retweets and @replies
Twitter button Enable on relevant part of your domain
Hashtags Leverage hashtags that are keyword optimized and receiving high traffic
Engagement Monitor your @mentions and respond to questions/comments
Frequency Balance frequency of content based on amount of community engagement
Timing Test different post times to determine which days/time your community is most engaged
Prepared by: AJPR LLC 2010
56
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social + Search Checklist: Google+
Items Action Note
Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author
Google+ Individual Accounts
Tie Google+ to rel-author for individual writers or bloggers
Google+ Corporate Account
Set up Google+ Corporate account Include meta description and link back to corporate domain
Google Profiles Fill in your Google profiles with relevant information & links
Google +1 button Enable on your domain
Keywords Consult with product teams for their target keyword for the products and categories related to the article
Other resources: SEO/SEM keywords, on-site search queries, social media sites
Body Text Use keyword in Google Profiles and Google+ posts
Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages
Social Media Content All content on social channels should be keyword optimized , include links and rich media in content whenever possible
Balancing keywords while staying true to your voice is critical
Text Fields on Social Channels
Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc.
Prepared by: AJPR LLC 2010
57
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Facebook - main ad formats currently used by Adobe
58
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LinkedIn ad formats - image/text & video
59
Video
Image & text ads
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LinkedIn sponsored updates
60
Typical CTR of 0.4% for sponsored updates vs. 0.2% for Linkedin Ads
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. What markets to pursue 2. What is your unique value 3. What resources & capabilities to develop
4. Sustain Competitive Advantage
Key Question: What needs to change in order to maintain your team or corporate advantage?
slideshare.net/dalloyd @davelloyd1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agile - proven & repeatable process
62
Being Customer Centric INSPIRES Product Vision
& Sustainable Project Plan
Teams EXECUTE & ITERATE on simple,
short, and incremental Sprints (2 weeks)
Sprint Learnings & Customer Feedback INFORM next Sprint
deliverables
Project Plan REQUIRES Agile-
aligned Lean Teams
Benefits Quick Decisions Immediate Gratification Limit Big Problems Always Improve
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Modified Agile Weekly Scrum meetings
Consistent Sprints
Shared accountability
Optional daily stand-ups
Optional user stories
Maturity Model for Agile Marketing
True Agile + Scrum Full stakeholder alignment
ScrumMaster leads daily stand-ups
Customer feedback loop
Basic Project Management
Clear goals
Defined owners
Agreed on deliverable dates
Integrated Project Management Shared ownership & KPIs Regular meetings Get Things Done mentality between groups
Firm Loose Stakeholder Commitment
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which aspects of Agile do organizations use?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
KPIs as Indicators of Program or Business Success
Business Objective
KPI 1
KPI 2 KPI 3 KPI 4 KPI 5
Awareness Social Community Growth
Share of voice or Share of Influencers’ voice
Volume of conversations and reach
Ratio of positive, negative and neutral sentiment
Unique conversation contributors
Engagement Percent of community interacting with content
Interactions per follower
Content virality and velocity
“Likes”, re-tweets, shares, mentions, etc.
Campaign #hashtag use
Lead Generation Cost per lead from social channels
RFI submissions through social
Qualified sales leads from social
Reach within target audience
# of white paper downloads
Demand Gen/ Conversion
Direct attribution - revenue and trial downloads 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
Volume of conversations driven by advocates
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 product development
Number of bugs reported and fixed
Size of community providing product feedback
Engagement rates in product forums
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Measure Both Qualitative and Quantitative
0
50
100
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200
250
300
December January February
Thou
sand
s
Negative Neutral Positive
Volume and Sentiment
0
5000
10000
15000
20000
25000
30000
Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11
Adobe Flash Player 10.3 available
Adobe TV - Demo of Flash Encoder Update
Adobe Warns of Flash Player Zero-Day Attack
Flash absent on Motorola Xoom
Omniture summit is on!
Google pulls H.264 HTML5 support from Chrome
Adobe CS5.5 integrates with digital publishing suite
Photoshop touch applications for iPad
Adobe's Wallaby ties Flash to HTML
9,381
13,150 17,151
11,093
10,850
5,901
7,306
5,662
4,809
4,750
Analytics
Emerging Topics
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Experimental Measurement: Deep Emotion Analysis
Creative Cloud Conversation Analysis
Emotions: Happy / Sad Admiration / Hatred Fear / Anger Surprise / Anticipation
Analysis: Individual Emotions Aggregated Emotions of all
CC conversations Aggregated Emotions per
user
Future Predictive sentiment
analytics
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative Cloud Announcement Emotions
Measuring emotions for AdobeMAX
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Are you measuring a holistic view of multi-channel impact?
Measure the impact of your efforts against metrics specific to interactions
Measurement can and should be about more than impressions and visits
69
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11
% C
ontr
ibut
ion
to O
nlin
e R
even
ue
Cross Channel Optimization Example
Revenue Contribution by Marketing Channel
Organic Search
Paid Search Social Media
Product Launch
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Database Analytics PR/Social
Finance
Email Marketing
Web Analytics Search
Market Research Advertising
Business Unit
Synthesis & Insights
Core team leadership shared by Marketing
Effectiveness and Campaign Marketing
Organizational Impact of Digital Marketing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Markets to Pursue
2. Unique Value
3. Resources & Capabilities to Develop
4. Sustain Competitive Advantage
= Maximize ROI & value through strategic alignment & influence
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Thank you!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.