Author Archive: Matt Rozen

A Closer Look at Adobe Social Media 2013 Numbers

As the year comes to a close, the Adobe social media team does what all good corporate citizens do and gathers up our successes and program metrics to see what worked and what didn’t. Below are some notable numbers and activities from the Adobe social business landscape. You can read even more, including awards and designations, on our Conversations blog.

  • More than 65k social mentions of Adobe and its products each day
  • We grew our total social following by 60% in one year (!)
  • Among top brands, Adobe was #3 in Share of Voice around Digital Marketing topics – notable for us since most people know Adobe only as the ‘creative’ company
  • On Creative Cloud ratings and reviews, we grew more than 100% this year averaging over 4 stars out of 5

Adobe social media 2013

  • Cool Photoshop Live video from our Nordics team has more than 19 million views, all organic. Didn’t see it yet? Now you can.

Embeddable Vines Make 6 Secs Last Longer

Not sure what your stance is on Vine. I personally love it. It’s like an animated GIF but easier! I like that I have 6 secs to show and/or communicate something. Nothing quite like being constrained to certain rules for creativity to flourish.

Mind you…I’m not sure my embeddable Vine below is all that creative, although it’s pretty clear what I’m trying to communicate. :)

Simple to do: you can embed Vine via the app itself, or go to a post’s page and get the link there.

You like Vine?
Any brands out there using Vine? Links in the comments please!

But I want ALL of our fans to see ALL of our Facebook posts…

I used to think everything I published on Facebook reached all of my friends, and I assumed the same for Adobe’s brand page content. Heck, I’d bet many of the executives us social media managers report results to think all of our content reaches all of our fans. But alas, it does not.

Earlier this past Fall, there were lots of discussions about EdgeRank, and how brands aren’t able to get their Facebook posts to reach more fans. Some folks suggested Facebook is nefariously dubious in changing their algorithms. I, however, tend to side with Mike from PostRocket on this: Facebook changes their algorithm all the time; they do it to help the user and not to penalize brands or make them spend more. Mike’s advice is good, “Stop complaining and produce better content. Trust me, you’ll be rewarded.”

So let’s assume you are taking great pains to make your Facebook page posts more readable and followable, but you still want to ensure they are reaching as many fans as possible…what can you do?

Take a look at Facebook Interest Lists

Facebook Interest Lists were launched in early 2012. This feature encourages fans to make Interest Lists for pages whose content they don’t want to miss. It’s like a personalized newspaper of sorts, for users to follow certain topics. (Not far off from Twitter lists.)

It’s important to note that Facebook Interest Lists don’t appear to affect EdgeRank (from what our Edelman Digital agency team saw in their research), but it does appear to be a great way for users to bypass Facebook’s auto-processes to ensure they receive all of a company or brand’s content.

Here’s how:

Step 1: On any page, click the gear icon next to the “Liked” icon (lower right of main profile image)
Step 2: Add to Interest List
Step 3: Like, share and interact with the content!

Simple.

Additionally, soon to be everywhere on Facebook (we think…), the new “Get Notification” feature.

This has been available on personal pages but just recently rolled out for some brand/company pages (though not all pages have this feature yet).

When users click to receive notifications from a brand page, they’ll receive both a desktop notification (if on Facebook) and a mobile alert. Great for fans who don’t want to miss a thing, and incredibly useful for social media managers when there are real calls-to-action posts.

Image from Marketing Land

Image from Marketing Land

Is your company doing anything else to help ensure your fans are getting all your Facebook posts? Let us know in the comments.

Talk Shop with Jeremiah Owyang: The Value of Social Media

The Adobe Social product team is hosting a Twitter chat for all of us social media practitioners to talk metrics.

  • What do you use as baselines to measure – likes, comments, share of voice?
  • What do your execs want you to deliver?
  • How will we measure social value in the future?

Jeremiah Owyang (@jowyang) from Altimeter will join, and so will other top social marketers.

If you are looking for answers or have some good social metrics firsthand experience to share, then join us.

When: Thursday, September 6th 10-11am PDT (6pm BST / 7pm CET)
Where: Twitter – #socialvalue; #AdobeSocial

Oh and during the chat three lucky people could get a $250 Amazon.com gift card. To enter, simply join in the discussion and tweet using the hashtag #SocialValue. To win, you must follow @AdobeSocial on Twitter and live in the United States.

Don’t miss it!

Making Social Media Videos: Quality Counts

I remember 3-5 years ago when the word was getting around to social media practitioners that video was the next big thing. Of course all big companies had customer spotlights, how-to videos and such — but it was the quick and nimble videos, the short and shareable snippets that was the unconquered frontier. In these initial discussions, there was a lot of talk about flip cams and smartphone cameras. Here at Adobe, we jumped right in. Some of the videos were good, some passable and some perhaps not as “watchable” even if the topic and theme were right on point.

So now it’s 2012 and I’m not afraid to go out on a limb to say: video quality matters more. Where before we were all pushing to get more vids out as fast as we could, ensuring we filled our Facebook streams and keeping the YouTube subscribers’ inboxes filled with “There’s a new video!” emails, now I say objective 1 is to make ‘em good.

Simply put, there’s so much content out there now, so many people uploading videos and vying for our attention, that if the video is not well done and entertaining, who will watch?

Here’s how we do it on the Adobe Social Media team:

Bring in the Experts

  • At Adobe we have a video team who help us make gorgeous videos of customers and how-tos. Most of the videos you see on Adobe TV are created by this team. So we work with them as often as we can. There were some learnings that both teams needed to do, and that we’re still working on, in order to get the best videos we can. For example, in social media, we want immediate turn-arounds on edits. At Adobe Summit, for example, we turned 4 videos around in just 2 days. And we had them posted on TVs at the convention center within minutes of being completed. Our video team is used to longer lead times, and we need to ensure that whoever is editing our videos is OK working at the speed of social.

Know what’cha what’cha what’cha want, what’cha want*

  • You have to go into each video with a plan. You can start the process with a general idea, such as wanting a video of your next launch event, but you need to figure out beforehand what that means. Are you getting coverage of your execs during the event? Are you interviewing them after? Are you inside and outside? How long will it be? What will you do to set up the video so the audience knows what it’s about? Do you have music throughout the video? etc etc.

Pre-work is 3/4 of the Work

  • You must take the time to figure out the actual production. Who is your producer? You need one. And it can be you, but then that’s what you are doing that day. You can’t also be tweeting live and running metrics from the event and writing reports. You need to be with camera and crew all day. You need to make the vision happen.
  • Where will the interview be? Know before it starts. Don’t search for locations with your interviewees, for example. You need to know where the light will be best and where the sound will be good.
  • Do you need a mic on each person, do you have a “stick” mic, do you have a boom mic? Do you want your interviewer in the scene? These elements make for very different looking videos.
  • Do you have questions lined up? You better :). Does your interviewee know the questions beforehand? Of course :).
  • Who needs to review before it’s final? Make sure they know they are reviewing beforehand (!), and what time you expect them to have the files to look at as well as what you expect from them re: turnaround times.

Does this really work? We think so. Check out our latest:

If you have questions about this process or want some help with your video plans, leave a comment below!