The document discusses how companies can transform employees into brand ambassadors on social media. It notes that customer experience and word-of-mouth recommendations are increasingly important. Companies must enable and empower employees to engage authentically with customers on social platforms to build long-term relationships at scale. The document outlines how Adobe trains employees on social media guidelines and measures the impact of its employee brand ambassadors, finding that social media influences sales and reduces call volumes.
3. • 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
4. Agenda
• Changing social landscape
• Value of an employee ambassador
• How does Adobe enable and empower employees
• Measuring success
@Lauren_Hannah
5. 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.
7. 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…
8. 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
10. @Lauren_Hannah
Employees are critical to Adobe’s success
Customers trust the average
employee 2X more than a chief
executive.
11. @Lauren_Hannah
Social impacts every function across Adobe
Marketing Product
Brand, PR,
AR, CR
Sales Support
Human
Resources
Finance
Relationships
Promotions
Quality
Innovation
Reputation
Crisis Mgmt.
Market Research
Lead-Gen
Credibility
Customer
Service,
Retention,
Loyalty
Talent
Acquisition &
Development
Costs
12. Corporate
Marketing
Business Units
People
Resources
Center of Excellence
Sales/
Support
Regional
Teams
Finance IT
R&D
Social Media
Govern Enable
Measure Innovate
Adobe’s blueprint to social
business operations
The CoE is Adobe’s Social
“Pit Crew.”
13. How do we ENABLE and EMPOWER all
employees to be active on social on
behalf of the Adobe brand?
15. 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
17. Scaling enablement
@Lauren_Hannah
Virtual training
Global train-the-trainer
In-person
trainings
Training employees at scale
Enabling trainers in-region
Personalized training experiences
19. The challenge of social measurement
@Lauren_Hannah
measurable,
attributable
difficult to
measure,
unknown
20. 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 #hashtag
use
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 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
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 product
development
Number of bugs reported
and fixed
Size of community
providing product
feedback
Engagement rates in
product forums
21. How do we measure success?
@Lauren_Hannah
~23M Fans and Followers Monitoring Social Mentions
63,000 daily mentions
Impact on Bottom Line
• Social influences 18% of Creative Cloud subscriptions
• Social influences 22% of Digital Marketing leads
• Reduces call center volume by 15%
22. 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.
According to the 2014 Edelman Trust Barometer, customers trust the average employee 2X more than a chief executive. Many brands are overlooking one of the most valuable types of advocates — their employees.
Social media gives brands an avenue to do much more than market and advertise. In this new era, our connected customers expect more from us. Social media allows us to deepen customer relationships and becoming a true social business requires all employees.
In this session, Adobe’s Head of Social Business Enablement will walk you through the ins and outs of Adobe’s social media employee training program, Social Shift, as well as the activation programs that take social media training to the next level. By infusing social media into every aspect of the way Adobe does business, we empower and enable all Adobe employees to be active on social media both personally and professionally. Walk away with an understanding of how to run a social media training program and the value it brings to your business.