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
