The document discusses social media strategies for brands. It addresses 5 challenges: measuring ROI, the changing importance of content, social media ownership, metrics, and commercial vs engagement goals. It provides examples of measuring ROI from an integrated Angry Birds campaign. Content alone is no longer king; context is important. Social media is too important to be restricted to marketing and should involve other departments. While many metrics can be measured, not all should be. The 5 W's framework of what, who, why, where and when is recommended for determining key metrics.

1. #SocialBrands
Connecting Social Brands to Social Business
@Jeremy Waite | Head of Social Strategy, Adobe EMEA | 7th Feb 2013
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. 5 Social Business Challenges
1. What is the ROI of Social?
2. Content Isn’t King Anymore
3. Who Owns Social Media?
4. What Should You Measure?
5. Commercial v Engagement
“Social media is one area of business where you don’t need
to outspend your competitors in order to beat them”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. The Digital Landscape Is Complicated
WEB | SOCIAL | MOBILE
PRINT | VIDEO | RETAIL
BROADCAST
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

6. 1. The ROI of Social Media
Return on Influence, Impressions, Interactions…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7. Establishing Credibility
Business recognise the scale,
value and importance of social
media… they just can’t prove it.
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8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

9. #SocialBrands
What is ROI?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

10. #SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

11. #SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business
(Revenue Gained – Investment)
* 100
Investment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

12. #SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business
(£100,000 Sales – Investment)
* 100
Investment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

13. #SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business
(£100,000 Sales – £10,000 Investment)
* 100
Investment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

14. #SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business
£90,000
= 9 x 100
£10,000 Facebook Investment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

15. #SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business
£90,000
= 9 x 100
£10,000 Facebook Investment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

16. #SocialBrands
Let’s See How It Works in Social…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

17. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

18. Integrated Social Campaign
CUSTOMER
1% Players EMAIL Sign
2.5% BLOGGER
Blogs &
£700k £1.2m DATA OUTREACH
Complete FOLLOW-
Up on Affiliates
Facebook Ads Game
PAID
ASU / Premium CAPTURE PROMOTE
Data Capture UP
Website but
WITH CTA Drive Sales
REVIEWS ON
£100k Build Form don’t fill in OWNED MEDIA &
& Downloads
Promoted Tweets (20k) form INFLUENCER
Twitter Media
& Trends 2m Plays (50k) BLOGS
(Paid +
20m Owned)
Fans
Comm. Strategy
50% Pay 1m x 69p 20,000 Users Net Profit GAME
ANGRYBIRDS.COM - BUY MERCH OR PLAY50k Buy a
518k
Conversation 69p for £690,000 Data @ £5
DIGITAL MARKETING TOOLS AND TRACKING = ROI (£) Bird
from £10
“SOCIAL BY
Followers
Strategy DESIGN”
game (1m) Affiliate on .com
OWNED
FACEBOOK Traffic (50k x £10)
779m APPLICATION Ad Model£1m /
£1m £500k
Content &
50% Play £100k
Views
Conversation month£12m
the Free
3.4m
Circles & Android
Circles
Hangouts
Version • Customer Engagement • Data Capture
489 (1m) • Brand Awareness • Drive Sales
Content & Traffic
Pins
Driver • Agency Integration • Value of a Fan (£)
ACQUIRE ENGAGE CONVERT
COMMUNITY MANAGEMENT 18 CUSTOMER SERVICE
&
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. Integrated Social Campaign
CUSTOMER
1% Players EMAIL Up
5% Sign BLOGGER
Blogs &
£700k £1.2m DATA OUTREACH
Complete FOLLOW-
on Website Affiliates
Facebook Ads Game
PAID
ASU / Premium CAPTURE PROMOTE
Data Capture UP don’t fill
but
WITH CTA Drive Sales
REVIEWS ON
Build
£100k
Promoted Tweets
Twitter Media
Investment
Form
(20k)
in form OWNED MEDIA &
& Downloads
INFLUENCER
& Trends 10% of 20m (100k) BLOGS
Play= 2m
20m
Fans
Comm. Strategy £700,000 Facebook Ads
50% Pay 1m x 69p 200,000 Net Profit 2.5% of
ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME
518k
Conversation 69p for
“SOCIAL BY
£100,000 Users DataAND TRACKING = ROI (£)Buy a
£690,000 Promoted Tweets
DIGITAL MARKETING TOOLS from 2m
Followers
Strategy @ £5 Affiliate £10 Bird
DESIGN”
game (1m)
£1,200,000 Game Build on .com
OWNED
FACEBOOK Traffic
779m
Content &
APPLICATION Ad Model£1m / (50k x £10)
Views
Conversation 50% Play month£12m £500k
£1m £1m
the Free
3.4m
Circles & Android £2,000,000
Circles
Hangouts
Version • Customer Engagement • Data Capture
489 (1m) • Brand Awareness • Drive Sales
Content & Traffic
Pins
Driver • Agency Integration • Value of a Fan (£)
ACQUIRE ENGAGE CONVERT
COMMUNITY MANAGEMENT 19 CUSTOMER SERVICE
&
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

20. Integrated Social Campaign
CUSTOMER
1% Players EMAIL Up
5% Sign BLOGGER
Blogs &
£700k £1.2m DATA OUTREACH
Complete FOLLOW-
on Website Affiliates
Facebook Ads Game
PAID
ASU / Premium CAPTURE PROMOTE
Data Capture UP don’t fill
but
WITH CTA Drive Sales
REVIEWS ON
Build
)
Revenue (Salesof 20m
£100k Promoted Tweets
Twitter Media
10%
& Trends
Form
(20k)
in form OWNED MEDIA &
& Downloads
INFLUENCER
BLOGS
(100k)
Play= 2m
20m
£690,000 Downloads
Fans
Comm. Strategy
50% Pay 1m x 69p 200,000
20,000 Users Net Profit
ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 2.5% of
£12m518k Model
Ad
Conversation 69p for
“SOCIAL BY
£690,000 Users@ £5
Data Data
DIGITAL MARKETING TOOLS AND TRACKING = ROI (£)Buy a
@ £5
from 2m
Followers
Strategy DESIGN”
game (1m) Affiliate £10 Bird
OWNED
£100k Data Capture FACEBOOK Traffic on .com
779m APPLICATION Ad Model£1m /
£1m (50k x £10)
Content & £100k
£1mConversation Profit 50% Play
Affiliate
Views month£12m
£1m £1m £500k
the Free
£500k Merchandise Android
3.4m
Circles &
Circles
Hangouts
Version • Customer Engagement • Data Capture
489 (1m) • Brand Awareness • Drive Sales
Content & Traffic
£14,290,000
Pins
Driver • Agency Integration • Value of a Fan (£)
ACQUIRE ENGAGE CONVERT
COMMUNITY MANAGEMENT 20 CUSTOMER SERVICE
&
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

21. (Revenue - Investment)
* 100
Investment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

22. (£14,290,000 - £2,000,000)
6.145 x100
£2,000,000
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

23. (£14,290,000 - £2,000,000)
6.145 x100
£2,000,000
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

24. Integrated Social Campaign
CUSTOMER
1% Players EMAIL Up
5% Sign BLOGGER
Blogs &
£700k £1.2m DATA OUTREACH
Complete FOLLOW-
on Website Affiliates
Facebook Ads Game
PAID
ASU / Premium CAPTURE PROMOTE
Data Capture UP don’t fill
but
WITH CTA Drive Sales
REVIEWS ON
Build
Social Successof 20m ROI)
£100k
(Not
Promoted Tweets
Twitter Media
10%
& Trends
Form
(20k)
in form OWNED MEDIA &
& Downloads
INFLUENCER
BLOGS
(100k)
 Impressions – 6.2 billion
20m
Play= 2m
 Mentions – 400 million
Fans
Comm. Strategy
50% Pay 1m x 69p 20,000 Users Net Profit
ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 2.5% of
 New Fans – 700,000 for
518k
Conversation 69p
“SOCIAL BY
£690,000 Data @ £5
DIGITAL MARKETING TOOLS AND TRACKING = ROI (£)Buy a
from 2m
Followers
Strategy DESIGN”
game (1m) Affiliate £10 Bird
New Followers – APPLICATION
OWNED
 70,000
FACEBOOK Traffic on .com
779m Ad Model£1m / (50k x £10)
Content & £100k
 Video Views – 3.5 million
Views
Conversation 50% Play month£12m £1m £500k
the Free
 Positive Sentiment +65%
3.4m
Circles & Android
Circles
Hangouts
Version • Customer Engagement • Data Capture
 Share of Voice +320%
489 (1m) • Brand Awareness • Drive Sales
Content & Traffic
 Game Dwell Time 9:30
Pins
Driver • Agency Integration • Value of a Fan (£)
 Ad Recall, BrandENGAGE
ACQUIRE Preference, Social CONVERT
NPS….
COMMUNITY MANAGEMENT 24 CUSTOMER SERVICE
&
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25

26. With an ROI of 615% the
Angry Birds Facebook page (23.5m
fans) could be worth…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26

27. 2. Content Isn’t King Anymore
Content WITH CONTEXT is King…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

28. What Are Your Goals?
Driving Innovation “You can’t
Innovate rapidly and often, and be manage
recognized for it what you
don’t
Creating Compelling Content measure”.
Curate content to deliver meaningful
experiences across channels, by role,
throughout the customer lifecycle
Understanding Big Data
Identify actionable insights and
segments across channels to drive
engagement and leads
Measuring ROI
Demonstrate value and contribute
consistently to the bottom line
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

30. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30

31. The Metrics Paint an
Inaccurate Picture…
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32. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32

33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

34. #SocialBrands
SPECIAL WEAPONS &
TWITTER TACTICS
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35

36. 3. Who Owns Social Media?
Too important to be restricted to the marketing department…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

37. Social Opportunities
SALES
£
MARKETING CUSTOMER
& PR SERVICE
Brand Awareness Complaints : Resolutions
SOCIAL
MEDIA
COMMERCIAL DIGITAL
Data Capture / Insight Traffic to .com / Conversions
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

38. 4. What Should You Measure?
Just because you can measure everything doesn’t mean that you should
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

39. #SocialBrands
The 5 W’s
1.What
2.Who
3.Why
4.Where
5.When
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

40. #SocialBrands
What Does Your
CMO Care About?
1. Brand Awareness
2. Brand Preference
3. Advocacy
4. Ad Recall
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

41. #SocialBrands
137 Ad’s
$3.8m :30 $506.9m
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

42. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

43. Big Data
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

44. 5. Commercial v Engagement
The Battle Between “Click-to-Buy” and “Click-to-Share”
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

45. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

46. #SocialBrands
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

47. #SocialBrands
Bedtime Reading…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47

48. @JeremyWaite | Questions?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48