Integration of Search & Social Strategies. Dave Lloyd @ Adobe. Search Engine Strategies - San Francisco. #sessf

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SES SF – Developing an Integrated Search & Social Strategy

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

KPIs
• Direct Response:
• Subscription units
• Cost per subscription
• Awareness & Sentiment
• Retention & LTV
KPIs
• Lead Gen:
• SALs
• Inquiries
• Prospects
• ACV

“Business has only two basic
functions: marketing and
innovation.” – Peter Drucker

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

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

1. Markets to Pursue
 Key Question: Why do visitors engage socially or come to
your site? What task are they trying to accomplish?
slideshare.net/dalloyd @davelloyd1

 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

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

Measurement Capabilities: Listening and Analytics
Reporting and
Recommendations
Data AnalysisListening
Monitor channels for
topics, volume, trends
and sentiment
Deep dives to
understand business
impact
Standardized
stakeholder reports
with insights

Listening and Monitoring

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
𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅 𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶 𝐶𝐶 𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶 𝐶𝐶 $ − 𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵𝐵 𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼 𝐼𝐼𝐼𝐼𝐼𝐼𝐼𝐼($)
Revenue
Contribution
+
Other Business
Impact
KPI3
KPI1
KPI2
Total Social Media Value

Data Analysis
15
Competitive
Benchmarks
Campaign Tracking Traffic and Revenue
Drivers

Adobe’s Approach: Measurement Framework
16
Executives
Budget Stakeholders
Social Practitioners
Provide the
right metrics
to the
respective
audience.

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

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

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

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

Daily social media briefs delivered to all audiences
 Key topics, volumes, and sentiment
 Alerts on emerging topics

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
0%
5%
10%
15%
0
10,000
20,000
30,000
40,000
21-Apr
26-Apr
1-May
6-May
11-May
16-May
21-May
26-May
31-May
5-Jun
10-Jun
15-Jun
20-Jun
25-Jun
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
0.0%
5.0%
10.0%
0
50
100
150
200
250
300
350
21-Apr
26-Apr
1-May
6-May
11-May
16-May
21-May
26-May
31-May
5-Jun
10-Jun
15-Jun
20-Jun
25-Jun
CCM Subscriptions by Social Visitors
% of Total
AdobeMAXPre-
announ
ce
Ship
New Subscriptions from
Social AdobeMAXPre-
announ
ce
Ship

SEO - One-slide Executive Summary
 Keep it simple
 Report on current trends
 Provide context
 Identify action items that support SEO
projects and indicate timelines

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

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.

2. Unique Value
 Key Question: What is the Unfair Advantage your
team can uniquely drive?

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

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
Social Contribution to Business Objectives

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

Evolving Adobe’s Social Organization
Source: Altimeter Group
Centralized
 One
department
controls all
efforts
 Consistent
 May not be
as authentic
Distributed
 Organic
growth
 Authentic
 Experiment
al
 Not
coordinated
Coordinated/
Hub & Spoke
 Sets rules,
best
practices,
 Spreads
widely
around the
org
 Takes time
Multiple
Hub & Spoke
 Similar to
Coordinate
d but across
multiple
brands and
units
Holistic
 Each
employee is
empowered
 Unlike
Organic,
employees
are
organized
2000-09 2010-12 2013

Move to a Coordinated Hub-and-
Spoke Model
Social
Center
of
Excellence
Corp/
Brand
Business
Units
HR
Custome
r Support
Events
CSR
Mktg
Function
s
Global
teams

Advise Teams How to Build Programs and
Strategies
ORGANIZE
• Define
Objectives
• Identify Roles
& Resources
• Listen:
Benchmark
Social
Presence
DEVELOP PLAN
• Comprehensiv
e Strategy
Planning
• Global Brand
Voice
• Platform/tools
• Content
Strategy
• Crisis Plan
ENGAGE
• Right Place
• Right Time
• Influencers
• Advocates
INSIGHTS
• Online
Monitoring
• Analysis,
Reporting &
Optimization

Adobe’s Search Marketing Vision
33
Paid Organic
Site
Maximize
influence &
integration

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

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 NowDownload/TrialLead Generation
Keywords
Link
Building
Content
Landing
Pages
Engagement
Launches, Offers, Audience, Keywords, URLs
Search
Stakeholders
Demand
Marketing
Campaign
Marketing
Business Units

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

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

Optimize team to focus to SEO signals
SEO Algorithm Team Priorities

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

Meet your neighbor
1 minute each
What’s the Unique
Value of your team’s
Social + Search
integration strategy?

3. Resources & Capabilities to Develop
 Key Question: How best to maximize
opportunities?

Defined Social Media Policies
42
 Guidelines/Guardrails
 Reflect Adobe’s cultural values and
philosophy toward social media
 “Use common sense and act responsibly”

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

Advise Teams How to Build Programs and Strategies
ORGANIZE
• Define
Objectives
• Identify Roles
& Resources
• Listen:
Benchmark
Social
Presence
DEVELOP PLAN
• Comprehensiv
e Strategy
Planning
• Global Brand
Voice
• Platform/tools
• Content
Strategy
• Crisis Plan
ENGAGE
• Right Place
• Right Time
• Influencers
• Advocates
MEASURE
• Online
Monitoring
• Analysis,
Reporting &
Optimization

Search Impact Lifecycle
45
Change
Analysis
POVImplementation
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
DeployIdentify additional
opportunities

“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

SEO Best Practices document
47

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

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

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

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

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

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

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
54

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
55

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
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
56

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
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.
57

Facebook - main ad formats currently used by Adobe
58

LinkedIn ad formats - image/text & video
59
Video
Image & text ads

LinkedIn sponsored updates
60
Typical CTR of 0.4% for sponsored updates vs. 0.2% for Linkedin Ads

4. Sustain Competitive Advantage
 Key Question: What needs to change in order to
maintain your team or corporate advantage?

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

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
FirmLoose
Stakeholder Commitment

Which aspects of Agile do organizations use?

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

Measure Both Qualitative and Quantitative
0
50
100
150
200
250
300
December January February
Thousands
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 ofFlash Encoder
Update
Adobe Warns ofFlash Player Zero-
DayAttack
Flash absent on MotorolaXoom
Omniture summitis on!
Google pullsH.264HTML5support
fromChrome
Adobe CS5.5 integrateswith digital
publishing suite
Photoshoptouch applications for
iPad
Adobe'sWallabyties 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

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

Creative Cloud Announcement Emotions
Measuring emotions for
AdobeMAX

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

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11
%ContributiontoOnlineRevenue
Cross Channel Optimization Example
Revenue Contribution by Marketing Channel
Organic Search
Email
Paid SearchSocial Media
Product
Launch

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

1. Markets to Pursue
2. Unique Value
3. Resources & Capabilities to Develop
4. Sustain Competitive Advantage
= Maximize ROI & value through strategic alignment &
influence
Thank you!

Integration of Search & Social Strategies. Dave Lloyd @ Adobe. Search Engine Strategies - San Francisco. #sessf

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