We caught up with dig­i­tal mar­ket­ing rock star and socially savvy Car­men Sut­ter, senior direc­tor of ana­lyt­ics for Warner Music Group, about WMG’s social objec­tives and her expe­ri­ence as an Adobe Social beta user.  Car­men has been delv­ing into ana­lyt­ics for seven years, loves music (kinda cool con­sid­er­ing where she works!) and foot­ball.  Oh yeah, she’s flu­ent in Ger­man, too.

Q:           What are your social objectives?

A:           Social plays a crit­i­cal role for Warner Music Group in increas­ing aware­ness about our artists and their projects.  We also use social media as one of our key sales and mar­ket­ing chan­nels for dig­i­tal and phys­i­cal releases of albums, songs and videos.  Mer­chan­dise is also mar­keted through social, so we try to drive traf­fic to artist stores or part­ner stores.  Another social objec­tive is to increase fan inter­ac­tions and engage­ment as well as grow­ing an artist’s fan/follower base.

Q:           How do you define social ROI?

A:           We use a vari­ety of met­rics to deter­mine social ROI depend­ing on the cam­paign and artist. Sales are an impor­tant met­ric, espe­cially dur­ing a release period. We don’t just look at mon­e­tary con­ver­sion on the artists’ sites and stores.  We want to know if fans are join­ing the artists’ site com­mu­ni­ties and their engage­ment lev­els on those sites.  For exam­ple, are fans com­ing from social media more engaged on the artists’ web sites? Do they com­ment more, share more pic­tures, and down­load free con­tent more com­pared to fans that came to the artists’ sites via other chan­nels?  This means we also look at some of the softer met­rics like increases in num­ber of followers/fans, inter­ac­tions and shares.

Q:           How are you look­ing at using Adobe Social to shape your business?

A:           For the dig­i­tal and social mar­ket­ing team, Adobe Social is pro­vid­ing a means to track con­tent in the social web and acts as a hub to make inter­act­ing with artists via their fan pages an eas­ier thing to do.

Adobe Social cou­pled with Adobe Site­Cat­a­lyst pro­vides infor­ma­tion, reports and action­able insights to our dig­i­tal mar­keters that are impor­tant to them.  Adobe allows them to see how their mar­ket­ing efforts trans­late and help them opti­mize their cam­paigns and work more efficiently.

Q:           Of the fea­tures and capa­bil­i­ties of Adobe Social you have had the oppor­tu­nity to pre­view and work with, which do you find the most exciting?

A:           The unique abil­ity to see artist site/store ana­lyt­ics along­side social media met­rics is great. This helps us under­stand how a link in a par­tic­u­lar post drove vis­its to the artist site and what they did on the site. We can deter­mine, for exam­ple, if a pre-order link resulted in purchases.

We really like the abil­ity to see which posts were the most engag­ing down to the time and day of the week as well as the post type.

The social pub­lisher is also a fea­ture we’ve enjoyed.  It allows us to pre­view posts as well as sched­ule them for a later time, which comes in handy for album releases and tour announcements.


To stay con­nected with Car­men, fol­low her on Twit­ter @c_sutter.