How Business Measures Sustainability: One Company’s Perspective
Social Media Measurement and ROI: One Company’s Perspective
-
Upload
boris-loukanov -
Category
Business
-
view
114 -
download
0
description
Transcript of Social Media Measurement and ROI: One Company’s Perspective
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media Measurement and ROI: One Company’s Perspective
Maria Poveromo| Director, Social Media, Adobe Systems @mariapoveromo
1
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
§ Background on Adobe § Measurement Approach § Case study § Key Take-Aways
What We’ll Cover
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Background: How Adobe is Organized
3
Social Hub Center
of Excellence
Blogs
IT
Community Managers/
Evangelists
HR
Customer Support CSR
Education
BUs
Events
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media Center of Excellence
Listen • Listening posts • Measurement • Reporting
Enable • Trainings • Protocols • Governance/policies • Crisis Management
Empower • Advise spokes • Centralize/standardize • Knowledge sharing • Social council/global calls
Innovate • Corporate strategy • Brand initiatives • Industry news and best
practices
Advise Company Spokes on Measurement Best Practices
Listen Listening posts Measurement/ROI KPIs/Reporting
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Measurement
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media ROI Research
§ Companies and researchers are struggling to define value of social media
“Social Media Delivers Results That Are More Substantial Than Mere ROI” Augie Ray, Forrester July, 2010
“This industry lacks any form of standards, so don’t wait years for an industry wide formula to appear “ Jeremiah Owyang, Altimeter Group, December 2010
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tangible Intangible Quantitative Qualitative Direct attribution Indirect
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:
7
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
So What is the Right Approach??
ONE SIZE DOES NOT FIT ALL
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe’s Approach: Measurement Framework
9
Executives
Stakeholders, Peers
Within Teams
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Identifying Social Business Objectives
Awareness
Business Goals Social
Consideration
Conversion
Loyalty
Innovation
PR
Advertising Search Campaign Marketing
Direct Marketing/ Lead Gen
Sales
Support
Active Use
R&D
Brand Advocacy
Traditional
Advocacy
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Public Relations and Communications
Marketing and
ecomm.
Customer service and support
Product and
Process Innovation
Map KPIs to Business Objectives
Awareness • Dialog / Conversation • Advocacy • Sentiment • Volume • Engagement
Innovation Measurement • Topic Trends • Sentiment Ratio
Marketing Measurement • Testing impact of UGC • Search, media, email, adobe.com • Market Research Survey • Fans vs. followers tracking • Search optimization
Ecommerce/ Direct Revenue Tracking • Direct attribution • Site catalyst on facebook • Adobe social analytics tool
Support Measurement • Resolution Rate • Resolution Time • CSAT score (adobe.com)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
KPI Framework
KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
Awareness Volume of conversation / sentiment
Share of voice Sentiment Engagement* Community Growth %
Engagement* Re-tweets Repeat comments @messages hashtags Repost shares
Lead Gen RFI submission Sales call led through social
Demand / Conversion (adobe.com)
Direct attribution revenue and trial (samcap and bitly): button/link/tweet/post
Referring URL (volume of traffic to adobe.com from channel/page)
web analytics tracking: Impressions, Conversions, trials (engaged vs. not engaged with designated social media)
Social analytics: Measure the correlations between awareness, sentiment, volume of conversation and revenue and trial.
Support Cost savings (decrease call volume, y, z)
CSAT (adobe.com)
Sentiment Volume conversations
Loyalty (individual?)
Retweets Repeat comments @messages hashtags Repost shares
Advocacy # advocates #conversion from neg, to positive
Influence score of the advocate
Impact (variance on KPIs compared to non-advocates)
Product Innovation
# ideas # Ideas included in product dev.
Influence on purchase decisions
Impact on customer sat (PLT study)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to Measure? Qualitative and Quantitative; Tracking and Analytics
0
50000
100000
150000
200000
250000
300000
December January February
Volume & Sentiment of Conversations
Negative Neutral Positive
Community Growth
-‐
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Jan '10
Feb '10
Mar '10
April '10
May '10
June '10
July '10
Aug '10
Sep '10
Oct '10
Nov '10
Dec '11
Jan '11
Feb '11
Mar '11
Tracking Code
Analytics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Analytics: Combining Social Data and Web Analytics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Case Study: Social Media Launch CS5
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Getting Organized: Coordinating across teams and time zones
@creative suite
@Adobe TV
@Photo- shop
@Dream- weaver
@Inside AI
@IAmFire works
@In Design
@Adobe Flash
@Flash_ Catalyst
@Adobe
@Adobe AE
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tracking and Social Analytics
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
Reporting on Results
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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.
Thoughts, questions, comments?