Priceless Was Social Before Social Was SexyHow To Build Units Of Trust Through Social Media on a Global Scale

Adam BroitmanVice President Global Digital Marketing

We Are a Technology Company

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You Know What Is Really Really Cool?

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Priceless Idea Inception

4The First Social Media Marketing Campaign?

Popular Campaign Tag Lines

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• Good To The Last Drop• We Bring Good Things To Life• It’s Everywhere You Want To Be

Not “User First”

There are some things money can’t buy.

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for everything else there’s MasterCard

You MasterCardrelationship

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Roll Video

Priceless Campaign

112 countries

53 languages

Timeless yet Dynamic

16 years young

BrandRank

Brand Value

#99

$7.0 B

#87

$7.4 B

#67

$11.7 B

#60

$13.5 B

#29

$20.8 B2008

2009

2010

2011

2012

BrandZTM Top 100 Most Valuable Global Brands 2012

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The Real Unit of Currency We Deal With is Trust

11Building A Global Social Marketing Architecture is not Easy

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14Adobe Social

A Global Timeline

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Global Publishing

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Other Tactics To Make The World More Social

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• Training for 134 People• “Analytics With Emily”• Frequent Newsletters Highlighting Market Launches (always cc the

boss)• Global Moderation Workflow (ICUC)• Cross Functional Integration• Building Trust With Local Stakeholders

Adobe Usage

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United StatesBrazilMexico Venezuela Italy Columbia Canada Chile, Poland UKCzech Republic Australia

New Zealand Singapore DenmarkCroatiaGermanySlovakiaSpainMiddle East & Africa Netherlands PanamaTrinidad & TobagoFrance…and more

Pages that are publishing/moderating through Adobe Social:

Within 3 Months:

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75% of Local Markets That Are Active In Social Are Leveraging

The Tool

Within 6 Months:

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90% of Local Markets That Are Active In Social Are Leveraging

The Tool

The Result:

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A Charmingly Bald Marketer And Team: Salary + Bonus

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A Global Company Enabling Local Markets To Build Trust Through Listening, Conversation and Community: Priceless

An Enterprise Wide Social Marketing Platform: A Whole Bunch of Money, Depending On How Well You Negotiate With Adobe

The Cost:

Thank You