A Best Practice Guide to Channel Partner Social Media Enablement Utilising the Experience of a Major Brand
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The document provides a best practice guide on channel partner social media enablement, highlighting the importance of effective content distribution via social media to reach wider audiences. It details the functionalities of Purechannelapps' SocialOnDemand platform, which automates content sharing by brand advocates across various networks. A case study on Adobe illustrates the successful implementation of this platform, demonstrating the benefits of modernizing partner communications to leverage social media opportunities.
A Best Practice Guide to Channel Partner Social Media Enablement Utilising the Experience of a Major Brand
- 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 Commercial in Confidence – (c) purechannelapps Ltd. 2014 1
- 2. Background - purechannelapps • purechannelapps™, UK-based, incorporated in 2011 • socialondemand®: social media amplification software • newsondemand: dynamic and targeted e-communications software Commercial in Confidence – (c) purechannelapps Ltd. 2014 2
- 3. Customers want knowledge Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 4. Engaging, rich, appealing, interactive, varied but compliant content Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 5. If content is king, content distribution is the kingmaker Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 6. Social media is gasoline! Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 7. Social media needs to be considered carefully. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 8. Go beyond your networks; leverage the networks of your advocates Sales Partners/ Retailers CxOs, Senior Management Internal Sales Teams Other brand advocates Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 9. How to use social to its best effect and overcome these barriers? Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 10. Social Media Amplification: socialondemand® Commercial in Confidence – (c) purechannelapps Ltd. 2014 Multi-tier global content creation and approval workflow Extensive analytics Comprehensive filtering Leverages social APIs (T/FB/LI/Xing)
- 11. Social Media Amplification: socialondemand® Brands inputs news items (and tag them) The posts are published automatically on the employees’ and partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 12. Social Media Amplification: socialondemand® Brand managers create posts. They set the ‘territory’ the post is applicable to. They set the post category and customer targets. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 13. Social Media Amplification: socialondemand® Advocates receive the news by email and login, to view/ edit/ schedule/ post the items The posts are published automatically on the employees’ and partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 14. Social Media Amplification: socialondemand® Advocates receive an email with ONLY the content they are interested in. They click on ‘Edit/ Publish’. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 15. Social Media Amplification: socialondemand® Commercial in Confidence – (c) purechannelapps Ltd. 2014 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).
- 16. Social Media Amplification: socialondemand® The news items are posted on the advocates’ social network(s) The posts are published automatically on the employees’ and partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 17. Social Media Amplification: socialondemand® Commercial in Confidence – (c) purechannelapps Ltd. 2014 The posts appear as if posted by the advocates.
- 18. Social Media Amplification: socialondemand® Followers (buyers) read the posts, click on the links and call the advocates! The posts are published automatically on the employees’ and partners’ social network(s), if they have selected this option. Commercial in Confidence – (c) purechannelapps Ltd. 2014
- 19. Results and Benefits • 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 Commercial in Confidence – (c) purechannelapps Ltd. 2014 19
- 20. 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. Commercial in Confidence – (c) purechannelapps Ltd. 2014 20
- 21. 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). Commercial in Confidence – (c) purechannelapps Ltd. 2014 21
- 22. Case Study: Adobe (EMEA Only) 684 users 1,530 posts reposted 59,100 times by users Commercial in Confidence – (c) purechannelapps Ltd. 2014 22 325,315 clicks 1,420 likes 2,300 social media accounts 430K connections/ followers 1,530 posts created 64 countries 10.2m LinkedIn Group members
- 23. 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.” Commercial in Confidence – (c) purechannelapps Ltd. 2014 23
- 24. Thank you. Olivier Choron CEO and Founder, purechannelapps olivierc@purechannelapps.com +44 (0)7876 472 461 / @purechannelapps Angela Leech Channel Marketing Program Manager EMEA, Adobe aleech@adobe.com Commercial in Confidence – (c) purechannelapps Ltd. 2014 24