Michelle Gautrin

How Adobe used social media to fill every seat at symposium

Most marketers in the Asia Pacific have probably heard about the Adobe symposiums in Singapore and Australia. The fact that there were crowds stuck outside the doors and over 700 people joining via the live stream was pretty good publicity unto itself ! The question is, how did they do it? The attendance at the Australian event has tripled in three years, at a time when other marketing events are struggling to get attendees and some are closing down. What are Adobe doing to drive up attendance and create so much buzz?

I spent some time with Michelle Gautrin, the Adobe APAC Senior Social Media Strategist, she provided some insight on using social media to generate buzz, the way the company looks at social media, and provided a few interesting tips  on how to use social for your next event.

The complete interview and transcript is on Social Media Today 

Watch this space for my next interview with Siva Ganeshanandan, APAC Director for Marketing Cloud Adobe – where he’ll be sharing how they engage their customers, reduce sales cycles and drive demand – all through very clever content marketing.

 

social clock

What time should I post my content?

For the longest time I hadn’t really paid any attention to the timing of my posts. In the beginning it was tough to even complete a post, so just hitting the publish button was a relief.  The truth is that even with practice, it’s hard to produce decent content. So I started wondering how I could make each piece of content go further.

It turns out that SocialBro produces a great little chart that highlights when your twitter followers are online. Which is precisely when each of your tweets is going to have maximum reach. So I reactivated my bufferapp account and started driving all my non-reply tweets through buffer, with buffer posting based on my SocialBro recommended schedule.

Here’s my SocialBro “Best time to tweet” chart:

SocialBro   best time to tweet

Here’s what happened after I actually used the tweeting schedule:

Tweet post time Activity analytics for kameel

The engagement and impact of my twitter posts more than doubled! In hindsight the logic seems simple, post when my audience is online for maximum reach.

Whilst your twitter audience might not be a 100% accurate representation of your blog readership, if you’re attracting a similar audience, it stands to reason that the timings are likely similar. It’s a great starting point to experiment with.

There are several tools that can help you figure out your ideal tweeting time including FollowerWonk (by Moz), SocialBro and Tweriod. I’ve used FollowerWonk before, and I’m currently using SocialBro. They both have the same sort of features, but you can only get FollowerWonk if you take the complete Mox bundle (which I don’t need personally).

As a word of caution, there are lots of infographics and articles advocating a best time to post. Please remember that it’s entirely dependent on your audience. Don’t make any assumptions, monitor your results, experiment and find out what works best for you. Check and update your schedule regularly, but don’t get too crazy – some things still need to happen in real time.

Measuring Customer Satisfaction

Managing Customer Satisfaction

What happens when you get on a plane and you’re happy? Or unhappy? Who do you tell? What do you do to communicate your experience? We all like to complain, how many bad experiences about flights do you hear vs. good? From a corporate perspective how do you react, how do you convert bad experiences to good ones before it’s too late?

This is what some of the new customer service executives on British Airways are trying to manage – capturing bad experiences and preventing them from escaping. The in-flight executive was measuring everything from the number of requested meals that couldn’t be served (I asked for chicken but got pork), through to seats requiring re-allocation and a random sampling of guest satisfaction.

Previously the CS execs had been using paper records, compiling & recording data for analysis afterward, today they use an app running on a tablet. The app allows them to not only rapidly dissect the data, but to make more informed decisions. It readily advises the team how they can compensate or make amends for service faults.

What if that could be taken just a little further? Providing the in-flight staff more information regarding the guest. Personal preferences, a past history of complaints (maybe they’re frequent complainers?), overall customer satisfaction metrics for the entire flight? Perhaps in seat surveying after the movie? Allowing you to capture a wider sample during the flight.

Do you remember receiving emails asking you how your stay or your flight was? How many of them have you responded to? Don’t worry, you’re not alone. Most people delete them. The percentage of responses is tiny. Worse, once you have the data, there’s not too much you can do with it. The guest has already escaped. Your opportunity to influence their experience for the better before they start telling the world has already passed.

Using the airline as an example, ask yourself what customer satisfaction metrics are you currently measuring? What could you measure if you had a little extra technology to help? Most importantly though, how can you use that to better understand and manage (not just measure) your customer experiences?