Get social: How to create a social content strategy to change perceptions

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Keynotes &

general

sessions

Innovation

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Data &

Metrics

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Talent Brand

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Talent

Management

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Leadership &

Strategy

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Pipeline &

Recruitment

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title title title title title title title

Simon Morris Director of Demand & Content Marketing

EMEA

Adobe

A Journey of Digital Transformation:

Enabling Your Most Valuable Resource

Mike Stamp Head of Talent EMEA

Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#TalentConnect 3

#TalentConnect


Digital Landscape

78o

4

#TalentConnect


Expectations

5

PERSONALIZED RELEVANT REAL-TIME

#TalentConnect


74% of Adobe’s Marketing Spend is on

Digital

#TalentConnect


7

What’s Different About Marketing in this Digital Age?

People

Process

Technology New skills: “Bring in

the Nerds”

Strategic In-

sourcing

“Risk Takers”

Deploy Adobe

Marketing Cloud

across Adobe.com

and media

“Always On”

marketing

A single source

of truth

Ongoing testing

and iteration


76% say marketing has changed more in

the last 2 years than the past 50

1. Social marketer

2. Data analyst

3. Mobile marketer are the hottest job titles

You Need New Skills

48% of Digital Marketers feel ‘highly

proficient’ in digital marketing

#TalentConnect


NOTHING’S CHANGED

9

#TalentConnect


FUNDAMENTALS STILL MATTER

BRAND

10

#TalentConnect


BRAND MANAGEMENT DEFENSIVE APPROACH

PROTECT | CONTROL | ENFORCE

11

#TalentConnect


BRAND CREATION OFFENSIVE APPROACH CO-CREATE | COLLABORATE | OPEN UP

12

#TalentConnect


Adobe Remix Video

Adobe Breakfast @ dmexco 2015


CUSTOMER IS KING

THE

#TalentConnect


COMMUNITY IS KING

THE

#TalentConnect


Your average employee might be

more socially relevant than your CEO

#TalentConnect


Company’s CEO Company’s Employee Activist Consumer Academic Media Spokesperson

Tru

st

21%

32% 31%

24%

30%

27%

50%

37%

32%

26%

34% 36%

30%

17%

27%

31%

23% 25%

15%

21%

25% 23%

22% 21%

12%

21%

13%

19%

14% 16%

0%

10%

20%

30%

40%

50%

60%

Engagement Integrity Products & Services Purpose Operations Totals

Different stakeholders trusted on different topics

Think about different types of information you may read, see or hear about a company. For each topic, select which

person you trust most to provide you with credible and honest information about a company.

#TalentConnect


“I want Adobe to be one of the most

companies in the world.” SOCIAL

Shantanu Narayen – CEO, Adobe

Your employees make

the difference

#TalentConnect

Adobe’s Social Shift curriculum

• Value of social media personally and professionally

• Roles you as an employee play in our social universe

• Basic guidelines and process

• Deep-dive of Adobe’s core social media principles

1st Gear: Building a solid foundation

• Strategy and planning

frameworks and guidelines

• Rules of engagement and

protocol

2st Gear: Developing your strategy

• Select short modules

based on your key

business objectives

3rd Gear: Executing by business objective

#TalentConnect


Helping to become a Thought Leader


Becoming a

PERSONAL

BRAND

Ambassador


To unleash the power of every

employees personal brand

through the power of LinkedIn.

#TalentConnect


CREATE A WINNING PROFILE

Bring their profiles to life with STUDIO SHOTS



Help to create a HEADLINE that ensures the right people are finding them. “Turning algorithms into revenue” Director of Product Sales Specialists

“Making sure the Adobe talent

machine is working the way it

should.” Head of Talent Operations

“Helping great brands optimise & personalise customer

experiences across digital channels” Adobe Sales Specialist - Target

“Bringing together the world’s smartest

people in one amazing Company” Director of Opportunity

Optimising multi-channel

performance to drive awaeness and

demand across EMEA” Director of Demand Marketing, EMEA


“Digital transformation is upon us and it fascinates me. Imagine

a world where advertising is as valuable to the consumer as it

is to the marketer. What if your favourite brands knew what you

needed, when you needed it and could adapt accordingly to

help you. This world is becoming ever closer through the

advent of big data and more importantly the application of the

insights derived from big data that manifest themselves as

tested, optimised, targeted and relevant personalised digital

experiences that span across all channels.

With Adobe's Marketing Cloud, marketers can spend money

more wisely on media to acquire customers, improve

communications with their customers and drive loyalty with

advanced CRM capabilities, target relevant experiences to

users across their digital channels, engage in a dialogue with

them via social media as well as measure and optimise their

marketing efforts across all channels and devices through

effective analytics and testing capabilities.”

Adobe Sales Specialist - Target


Help to build a SUMMARY that tells their story.



What else do we do?

• Help gather RECOMMENDATIONS

• Plug KEYWORDS in to their profiles

• Identified relevant GROUPS to engage in

• Help them PUBLISH their first post

• Provide them with ongoing relevant content to SHARE

Get social: How to create a social content strategy to change perceptions

Recruiting & HR

Transcript of Get social: How to create a social content strategy to change perceptions