Transcript
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
S503 – Social ROI All-Star Panel: Lessons from the front lines
#AdobeSummit
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Your business is social
#AdobeSummit
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Key Takeaways
Define
1 Identify your Levers
2 Measure
3
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Scott Kagawa Sr. Digital Marketing Consultant | Adobe skagawa@adobe.com @scottkagawa
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Maegan Clark Social Media Manager | Heifer International @MaeganClark
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Jay Patel Digital Analytics Manager | Benefit Cosmetics
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Josh Baird Director, Social Media | FOX Sports Digital @JoshSBaird
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Define
1 Identify your Levers
2 Measure
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Benefit Cosmetics | Digital Goals
11
Web Sites
Evolve our web sites, improve
impact & reach new consumers &
markets.
Social
Make some noise! Drive key
marketing initiatives
through digital.
Influencers
Leverage the “Vlogger effect”
& user generated content.
Education
Develop digital through
education & best practices.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Benefit Cosmetics | Making Big Data Small
OUTLINE • Business, brand, audience and marketing objectives
DEFINE
• KPIs and metrics needed to measure against the business objectives and set goals
DEVELOP • A reporting framework that is easy to understand globally
EXECUTE • Ongoing reporting & insight development
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How do you define social ROI?
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Define
1 Identify your Levers
2 Measure
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Heifer International | Creating a Social Organization
15 15
Train • Cross-train your organization
ID • Identify Campaigns where social can help
Define • Define the ROI for each Campaign
EXECUTE • Develop and Execute on Quality Content
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Heifer International | Email and Social
16
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Heifer International | Email and Social
17
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Heifer International | Testing Time
18
Evening Hours 2X Engagement 66% Clicks
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Heifer International | Testing Time
19
60% more engagements
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Define
1 Identify your Levers
2 Measure
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Social is Part of the Editorial Process
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
FOX Sports | Monetizing Video
22
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
Key Takeaways
Define
1 Identify your Levers
2 Measure
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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