The document discusses Adobe's approach to social media measurement and ROI. It describes Adobe's social media center of excellence that advises the company and establishes best practices. Adobe's measurement framework maps key performance indicators to business objectives like awareness, engagement, lead generation, and customer support. The framework uses both qualitative and quantitative metrics tracked through analytics. A case study describes Adobe's successful social media launch of Creative Suite 5 that generated over a million followers and positive financial results.

1. Social Media Measurement and ROI: One Company’s
Perspective
Maria Poveromo| Director, Social Media, Adobe Systems @mariapoveromo
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

2. What We’ll Cover
§ Background on Adobe
§ Measurement Approach
§ Case study
§ Key Take-Aways
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. Background: How Adobe is Organized
Blogs
IT
Events
Community
BUs Managers/
Social Hub Evangelists
Center
of
Excellence
Education HR
Customer
CSR Support
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

4. Social Media Center of Excellence
Advise Company Spokes on Measurement Best Practices
Listen
Listen
• Listening postsposts
Listening
Measurement/ROI
• Measurement
• Reporting
KPIs/Reporting
Innovate Enable
• Corporate strategy • Trainings
• Brand initiatives • Protocols
• Industry news and best • Governance/policies
practices • Crisis Management
Empower
• Advise spokes
• Centralize/standardize
• Knowledge sharing
• Social council/global calls
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5. Measurement
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6. Social Media ROI Research
§ Companies and researchers are struggling to define value of social
media
“This industry lacks any form
of standards, so don’t wait
“Social Media Delivers Results That years for an industry wide
Are More Substantial Than Mere ROI” formula to appear “
Augie Ray, Forrester July, 2010 Jeremiah Owyang, Altimeter
Group, December 2010
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7. Current Climate: The ROI Maze
§ Value and ROI mean different things to different companies
§ Business objectives vary; therefore KPI’s will vary
§ Social media KPI’s include both soft and hard metrics:
Tangible Intangible Quantitative Qualitative Direct attribution Indirect
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

8. So What is the Right Approach??
ONE SIZE DOES NOT FIT ALL
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

9. Adobe’s Approach: Measurement Framework
Executives
Stakeholders,
Peers
Within Teams
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10. Identifying Social Business Objectives
Business Goals Social Traditional
PR
Awareness Advertising
Search
Consideration
Campaign
Marketing
Direct Marketing/
Conversion Lead Gen
Sales
Loyalty Support
Active Use
Innovation R&D
Brand Advocacy
Advocacy
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

11. Map KPIs to Business Objectives
Awareness Marketing Measurement
• Dialog / Conversation • Testing impact of UGC
• Advocacy • Search, media, email,
• Sentiment adobe.com
• Volume Public Relations and • Market Research Survey
• Engagement Communications • Fans vs. followers tracking
• Search optimization
Innovation Product
Measurement Marketing
and
• Topic Trends and
Process
• Sentiment Ratio ecomm.
Innovation
Support Measurement Ecommerce/
• Resolution Rate Customer service Direct Revenue Tracking
• Resolution Time and support • Direct attribution
• CSAT score (adobe.com) • Site catalyst on facebook
• Adobe social analytics tool
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

12. KPI Framework
KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
Awareness Volume of Share of voice Sentiment Engagement* Community
conversation / Growth %
sentiment
Engagement* Re-tweets Repeat comments @messages hashtags Repost shares
Lead Gen RFI submission Sales call led
through social
Demand / Direct attribution Referring URL web analytics Social analytics:
Conversion revenue and trial (volume of traffic tracking: Measure the
(adobe.com) (samcap and to adobe.com Impressions, correlations
bitly): button/link/ from channel/ Conversions, trials between
tweet/post page) (engaged vs. not awareness,
engaged with sentiment, volume
designated social of conversation and
media) revenue and trial.
Support Cost savings CSAT Sentiment Volume
(decrease call (adobe.com) conversations
volume, y, z)
Loyalty Retweets Repeat comments @messages hashtags Repost shares
(individual?)
Advocacy # advocates #conversion from Influence score of Impact (variance on
neg, to positive the advocate KPIs compared to
non-advocates)
Product # ideas # Ideas included Influence on Impact on customer
Innovation in product dev. purchase decisions sat (PLT study)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

13. How to Measure? Qualitative and Quantitative; Tracking and
Analytics
4,500,000
Community Growth
4,000,000
3,500,000
Analytics
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
-­‐
Jan
Feb
Mar
April
May
June
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
'10
'10
'10
'10
'10
'10
'10
'10
'10
'10
'10
'11
'11
'11
'11
Tracking Code
Volume & Sentiment of
Conversations
300000
250000
200000
150000
100000
50000
0
December January February
Negative Neutral Positive
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

14. Social Analytics: Combining Social Data and Web Analytics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

15. Case Study:
Social Media Launch CS5
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

16. Getting Organized: Coordinating across teams and time zones
@Adobe
TV
@Adobe @Photo-
AE shop
@Dream-
@Adobe weaver
@creative
suite
@Flash_
Catalyst @Inside AI
@Adobe @IAmFire
Flash works
@In
Design
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

17. Tracking and
Social Analytics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

18. Reporting on Results
1,000,000+ followers
in social media universe
33,000+ tweets during
the 30 minute launch event
3 million+ views on
YouTube
450+ unique blog
entries in one week
Global Trending Topic
Exceeded revenue
expectations
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. Take Aways
§ ROI means different things to different companies
§ At Adobe, we take a dashboard approach to tell an “ROI Story”
§ We try to measure impact, not just what is easy to measure
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

20. Thoughts, questions, comments?
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.