A Best Practice Guide to Channel Partner Social Media Enablement Utilising the Experience of a Major Brand

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

Background - purechannelapps
• purechannelapps™, UK-based, incorporated in 2011
• socialondemand®: social media amplification software
• newsondemand: dynamic and targeted e-communications software

Customers want knowledge
Commercial in Confidence – (c) purechannelapps Ltd. 2014

Engaging, rich, appealing, interactive, varied but compliant content

If content is king, content distribution is the kingmaker

Social media is gasoline!

Social media needs to be considered carefully.

Go beyond your networks; leverage the networks of your advocates
Sales Partners/ Retailers
CxOs, Senior Management
Internal Sales Teams
Other brand advocates

How to use social to its best effect and
overcome these barriers?

Social Media Amplification: socialondemand®
Multi-tier global
content creation and
approval workflow
Extensive analytics
Comprehensive
filtering
Leverages social
APIs (T/FB/LI/Xing)

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.

Brand managers create
posts.
They set the ‘territory’ the
post is applicable to.
They set the post category
and customer targets.

Advocates receive the news by email and login,
to view/ edit/ schedule/ post the items

Advocates receive
an email with ONLY
the content they are
interested in.
They click on ‘Edit/
Publish’.

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).

The news items are posted on the advocates’ social network(s)

The posts appear as if
posted by the advocates.

Followers (buyers) read the posts, click on the
links and call the advocates!

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

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.

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).

Case Study: Adobe (EMEA Only)
684
users
1,530 posts reposted
59,100 times by users
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

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.”

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

A Best Practice Guide to Channel Partner Social Media Enablement Utilising the Experience of a Major Brand

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