A Best Practice Guide to Channel Partner Social Media Enablement Utilising the Experience of a Major...

Commercial in Confidence – (c) purechannelapps Ltd. 2014 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


• purechannelapps™, UK-based, incorporated in 2011

• socialondemand®: social media amplification software

• newsondemand: dynamic and targeted e-communications software

Background - purechannelapps

Commercial in Confidence – (c) purechannelapps Ltd. 2014

Customers want knowledge


Engaging, rich, appealing, interactive, varied but compliant content


If content is king, content distribution is the kingmaker


Social media is gasoline!


Social media needs to be considered carefully.


Go beyond your networks; leverage the networks of your advocates

Sales Partners/ Retailers

CxOs, Senior Management

Internal Sales Teams

Other brand advocates


How to use social to its best effect and

overcome these barriers?


Social Media Amplification: socialondemand®

Extensive analytics

Multi-tier global

content creation and

approval workflow

Comprehensive

filtering

Leverages social

APIs (T/FB/LI/Xing)


The posts are published automatically on the employees’ and

partners’ social network(s), if they have selected this option.


Brands inputs news items (and tag them)


Brand managers create

posts.

They set the post category

and customer targets.

They set the ‘territory’ the

post is applicable to.




Advocates receive the news by email and login,

to view/ edit/ schedule/ post the items




Advocates receive

an email with ONLY

the content they are

interested in.

They click on ‘Edit/

Publish’.




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).



The news items are posted on the advocates’ social network(s)




The posts appear as if

posted by the advocates.




Followers (buyers) read the posts, click on the

links and call the advocates!




• 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

Results and Benefits


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.


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).


Case Study: Adobe (EMEA Only)

684

users

1,530 posts reposted

59,100 times by users

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


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.”


Thank you.

Olivier Choron

CEO and Founder, purechannelapps

[email protected]

+44 (0)7876 472 461 / @purechannelapps

Angela Leech

Channel Marketing Program Manager EMEA, Adobe

[email protected]

mailto:[email protected]

mailto:[email protected]

A Best Practice Guide to Channel Partner Social Media Enablement Utilising the Experience of a Major...

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