Simon Morris, Director, Demand Marketing EMEA, Adobe Mike Stamp, Head of Talent, EMEA, Adobe Employment branding is far more than just the role of marketing. With employees now more socially relevant than the CEO, companies need to enable and empower their employees to be active on social media on behalf of the brand. To do this effectively, there needs to be a shift from storytelling to employee evangelism by training and socially enabling employees to be social brand champions. In this session, hear from Simon Morris, Adobe's Director of Demand & Content Marketing who will discuss the digital transformation journey that Adobe has been on over the last few years and Mike Stamp, Head of Talent EMEA, who will discuss how they’ve made a shift at Adobe, enabling employees across the company with social expertise and encouraging them to be advocates for the brand. You’ll learn how to establish a social culture with enablement best practices and training programs for employees, and how to measure the impact of their efforts in a way that provides meaningful bottom-line business results.

2. ​ Simon Morris
​ Director of Demand & Content Marketing
EMEA
​ Adobe
A Journey of Digital Transformation:
Enabling Your Most Valuable Resource
​ Mike Stamp
​ Head of Talent EMEA
​ Adobe

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#TalentConnect
3
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Digital Landscape
78o
4
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Expectations
5
PERSONALIZED RELEVANT REAL-TIME
#TalentConnect

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
74% of Adobe’s Marketing Spend is on
Digital
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7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
What’s Different About Marketing in this Digital Age?
People
Process
Technology
New skills: “Bring in
the Nerds”
Strategic In-
sourcing
“Risk Takers”
Deploy Adobe
Marketing Cloud
across Adobe.com
and media
“Always On”
marketing
A single source
of truth
Ongoing testing
and iteration

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
76%say marketing has changed more in
the last 2 years than the past 50
1. Social marketer
2. Data analyst
3. Mobile marketer
are the hottest job titles
You Need
New Skills
48%
of Digital Marketers feel ‘highly
proficient’ in digital marketing
#TalentConnect

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NOTHING’S
CHANGED
9
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10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
FUNDAMENTALS
STILL MATTER
BRAND
10
#TalentConnect

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BRAND
MANAGEMENT
DEFENSIVE APPROACH
PROTECT | CONTROL | ENFORCE
11
#TalentConnect

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BRAND
CREATION
OFFENSIVE APPROACH
CO-CREATE | COLLABORATE | OPEN UP
12
#TalentConnect

13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Remix Video
Adobe Breakfast @ dmexco 2015

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CUSTOMERIS KING
THE
#TalentConnect

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COMMUNITYIS KING
THE
#TalentConnect

16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Your average employee might be
more socially relevant than your CEO
#TalentConnect

17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Company’s CEO Company’s Employee Activist Consumer Academic Media Spokesperson
Trust
21%
32%
31%
24%
30%
27%
50%
37%
32%
26%
34%
36%
30%
17%
27%
31%
23%
25%
15%
21%
25%
23%
22% 21%
12%
21%
13%
19%
14%
16%
0%
10%
20%
30%
40%
50%
60%
Engagement Integrity Products & Services Purpose Operations Totals
Different stakeholders trusted on different topics
Think about different types of information you may read, see or hear about a company. For each topic, select which
person you trust most to provide you with credible and honest information about a company.
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18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“I want Adobe to be one of the
most
companies in the world.”
SOCIAL
Shantanu Narayen – CEO, Adobe

19. Your employees make
the difference
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20. Adobe’s Social Shift curriculum
• 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
1st Gear: Building a solid foundation
• Strategy and planning
frameworks and guidelines
• Rules of engagement and
protocol
2st Gear: Developing your strategy
• Select short modules
based on your key
business objectives
3rd Gear: Executing by business objective
#TalentConnect

21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
New Employee
Success
Activating your brand champions
#TalentConnect

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Sharing the #adobelife dream

23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
Helping to become a Thought Leader

24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Becoming a
PERSONAL
BRAND
Ambassador

25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
To unleash the power of every
employees personal brand
through the power of LinkedIn.
#TalentConnect

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CREATE A WINNING PROFILE
Bring their profiles to life with STUDIO SHOTS

27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CREATE A WINNING PROFILE
Help to create a HEADLINE that ensures the right people are finding them.
“Turning algorithms into revenue”
Director of Product Sales Specialists
“Making sure the Adobe talent
machine is working the way it
should.”
Head of Talent Operations
“Helping great brands optimise & personalise customer
experiences across digital channels”
Adobe Sales Specialist - Target
“Bringing together the world’s smartest
people in one amazing Company”
Director of Opportunity
Optimising multi-channel
performance to drive awaeness and
demand across EMEA”
Director of Demand Marketing, EMEA

28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Digital transformation is upon us and it fascinates me. Imagine
a world where advertising is as valuable to the consumer as it
is to the marketer. What if your favourite brands knew what you
needed, when you needed it and could adapt accordingly to
help you. This world is becoming ever closer through the
advent of big data and more importantly the application of the
insights derived from big data that manifest themselves as
tested, optimised, targeted and relevant personalised digital
experiences that span across all channels.
With Adobe's Marketing Cloud, marketers can spend money
more wisely on media to acquire customers, improve
communications with their customers and drive loyalty with
advanced CRM capabilities, target relevant experiences to
users across their digital channels, engage in a dialogue with
them via social media as well as measure and optimise their
marketing efforts across all channels and devices through
effective analytics and testing capabilities.”
Adobe Sales Specialist - Target
CREATE A WINNING PROFILE
Help to build a SUMMARY that tells their story.

29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CREATE A WINNING PROFILE
What else do we do?
• Help gather RECOMMENDATIONS
• Plug KEYWORDS in to their profiles
• Identified relevant GROUPS to engage in
• Help them PUBLISH their first post
• Provide them with ongoing relevant content to SHARE

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