Social Evolution: From the Social Helpdesk to True Social Marketing - BDI 11/15/12 Financial Services Social Communications 2012: Case Studies and Roundtables
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Case Study: Social Evolution: From the Social Helpdesk to True Social Marketing Presented by: Jeff Jordan, Senior Executive Global Alliances, Adobe Social Social CRM was just the beginning. Social marketers must evolve beyond reduced call-center volume and engagement to generating revenue and business impact. Come learn how to evolve your company's use of social media from "the social help desk" to a measurable, revenue-generating marketing channel. www.bdionline.com
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Social Evolution: From the Social Helpdesk to True Social Marketing - BDI 11/15/12 Financial Services Social Communications 2012: Case Studies and Roundtables
- 1. Social Evolution: From the Social Helpdesk to Social Marketing @JeffJordan © 2012 Adobe Systems Incorporated. All Rights Reserved.
- 2. Historical Context ROI and Behavioral Data Personalization ROI and Behavioral Data Personalization © 2012 Adobe Systems Incorporated. All Rights Reserved. 2
- 3. Social Media Marketing Then © 2012 Adobe Systems Incorporated. All Rights Reserved. 3
- 4. Social Media Marketing Now © 2012 Adobe Systems Incorporated. All Rights Reserved. 4
- 5. Social Marketing Then and Now THEN NOW • 1:1 is the only personalization • Scalable personalized information • ROI = Engagement • ROI = Engagement and Revenue • Disconnected workflows • Integrated workflows • Social Marketer = Community Manager • Social Marketer = Revenue Creator • Social in a supporting role • Social in central role © 2012 Adobe Systems Incorporated. All Rights Reserved. 5 © 2012 Adobe Systems Incorporated. All Rights Reserved.
- 6. Meet Maria © 2012 Adobe Systems Incorporated. All Rights Reserved. 6
- 7. The Challenges Social in a Silo Disconnected Workflow No Insight to ROI Governance © 2012 Adobe Systems Incorporated. All Rights Reserved. 7
- 8. The Campaign: Adobe Creative Cloud/CS6 Launch © 2012 Adobe Systems Incorporated. All Rights Reserved. 8
- 9. The Campaign Assets © 2012 Adobe Systems Incorporated. All Rights Reserved. 9
- 10. The Results Social out-performed paid search Social drove more than 3M visitors Social visitors spent 2x time on site 32M app impressions and 15K new likes One “tweeter” drove over $5k Used social data to re-target users with ads and content © 2012 Adobe Systems Incorporated. All Rights Reserved. 10
- 11. Maria Now More strategic position More staff More budget Massive bonus!* *bonus unconfirmed © 2012 Adobe Systems Incorporated. All Rights Reserved. 11
- 12. Points to Consider Are you looking at/asking for the right data? Are your social marketing KPI’s remarkably different from your other digital marketing KPIs? Is your social data in a silo? How many tools do you use to run a social campaign? Are your social marketing campaign management workflows integrated with campaign management workflows for other channels? © 2012 Adobe Systems Incorporated. All Rights Reserved. 12 © 2012 Adobe Systems Incorporated. All Rights Reserved.
- 13. Adobe’s Social Solution MONITORING | ROI MEASUREMENT | ENGAGEMENT | APPS | ADVERTISING | CAMPAIGN MANAGEMENT © 2012 Adobe Systems Incorporated. All Rights Reserved.
- 14. Q&A © 2012 Adobe Systems Incorporated. All Rights Reserved. 14