1.
A Best Practice Guide to Channel Partner Social Media
Enablement Utilising the Experience of a Major Brand
Olivier Choron, CEO, purechannelapps
Angela Leech, Channel Marketing Program Manager EMEA, Adobe Systems
Commercial in Confidence – (c) purechannelapps Ltd. 2014 1

2.
Background - purechannelapps
• purechannelapps™, UK-based, incorporated in 2011
• socialondemand®: social media amplification software
• newsondemand: dynamic and targeted e-communications software
Commercial in Confidence – (c) purechannelapps Ltd. 2014 2

3.
Customers want knowledge
Commercial in Confidence – (c) purechannelapps Ltd. 2014

4.
Engaging, rich, appealing, interactive, varied but compliant content
Commercial in Confidence – (c) purechannelapps Ltd. 2014

5.
If content is king, content distribution is the kingmaker
Commercial in Confidence – (c) purechannelapps Ltd. 2014

6.
Social media is gasoline!
Commercial in Confidence – (c) purechannelapps Ltd. 2014

7.
Social media needs to be considered carefully.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

8.
Go beyond your networks; leverage the networks of your advocates
Sales Partners/ Retailers
CxOs, Senior Management
Internal Sales Teams
Other brand advocates
Commercial in Confidence – (c) purechannelapps Ltd. 2014

9.
How to use social to its best effect and
overcome these barriers?
Commercial in Confidence – (c) purechannelapps Ltd. 2014

10.
Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Multi-tier global
content creation and
approval workflow
Extensive analytics
Comprehensive
filtering
Leverages social
APIs (T/FB/LI/Xing)

11.
Social Media Amplification: socialondemand®
Brands inputs news items (and tag them)
The posts are published automatically on the employees’ and
partners’ social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

12.
Social Media Amplification: socialondemand®
Brand managers create
posts.
They set the ‘territory’ the
post is applicable to.
They set the post category
and customer targets.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

13.
Social Media Amplification: socialondemand®
Advocates receive the news by email and login,
to view/ edit/ schedule/ post the items
The posts are published automatically on the employees’ and
partners’ social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

14.
Social Media Amplification: socialondemand®
Advocates receive
an email with ONLY
the content they are
interested in.
They click on ‘Edit/
Publish’.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

15.
Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
Advocates login to their portal.
They can view, edit and schedule
all versions of the posts (Twitter,
Facebook, LinkedIn, Xing).
They can send to all selected
social networks (one button).

16.
Social Media Amplification: socialondemand®
The news items are posted on the advocates’ social network(s)
The posts are published automatically on the employees’ and
partners’ social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

17.
Social Media Amplification: socialondemand®
Commercial in Confidence – (c) purechannelapps Ltd. 2014
The posts appear as if
posted by the advocates.

18.
Social Media Amplification: socialondemand®
Followers (buyers) read the posts, click on the
links and call the advocates!
The posts are published automatically on the employees’ and
partners’ social network(s), if they have selected this option.
Commercial in Confidence – (c) purechannelapps Ltd. 2014

19.
Results and Benefits
• Brand messages can reach much wider audiences, as they can
leverage their partners, employees and other brand advocates.
• Content reaches those that count, the consumers, through those
who can actually sell and influence, the sales employees/ partners.
• Easy for partners to become ‘socially active’ (3 clicks)
• It empowers partners with compliant content (closer engagement
with the brand and more socially active)
• Enterprise-class platform (27 languages) enabling the distribution of
social media content globally
• Cost-effective solution, with an SEM-smashing CPC of just $0.35
Commercial in Confidence – (c) purechannelapps Ltd. 2014 19

20.
Case Study: Adobe
As a market leader, Adobe was looking for ways to support its channel of
partners with a more dynamic and proactive approach to end-user
marketing communications to reflect its own digital business model.
Historically, Adobe provided its channel partners with traditional multi-touch
campaigns such as co-branded emails, presentations and direct mails. Yet it
became increasingly apparent that these communication methods needed
to be modernised and adapted to leverage the huge opportunity presented
by social media.
Despite the reach afforded by social media, Adobe understood that its
partners often struggled with fuelling the ‘social media engine’ because they
found it difficult to add any content of relevance to their company’s social
media platforms.
Commercial in Confidence – (c) purechannelapps Ltd. 2014 20

21.
Case Study: Adobe
Adobe adopted a phased approach to the launch of socialondemand, which
started with a UK-focused trial in February 2012.
Following the successful UK pilot, socialondemand was formally launched in
Europe by Adobe in March 2013.
socialondemand is now deployed in NAM and LATAM as well (March 2014).
Supporting re-posting of content through Twitter, Facebook, Fanpages,
LinkedIn personal and company pages, LinkedIn groups, Viadeo (France)
and Xing (Germany).
Commercial in Confidence – (c) purechannelapps Ltd. 2014 21

22.
Case Study: Adobe (EMEA Only)
684
users
1,530 posts reposted
59,100 times by users
Commercial in Confidence – (c) purechannelapps Ltd. 2014 22
325,315
clicks
1,420
likes
2,300
social media
accounts
430K
connections/
followers
1,530
posts
created
64
countries
10.2m LinkedIn
Group members

23.
Case Study: Adobe - comments from Angela Leech
“The same passion we bring to revolutionising how
people engage with ideas and information is evident
in our work fostering change in communities
worldwide.
socialondemand provides us with a leading-edge,
dynamic platform by which we can continue to
communicate through our channels to reach our
customers.”
Commercial in Confidence – (c) purechannelapps Ltd. 2014 23

24.
Thank you.
Olivier Choron
CEO and Founder, purechannelapps
olivierc@purechannelapps.com
+44 (0)7876 472 461 / @purechannelapps
Angela Leech
Channel Marketing Program Manager EMEA, Adobe
aleech@adobe.com
Commercial in Confidence – (c) purechannelapps Ltd. 2014 24