Maria is responsible for driving a unified communications strategy across social media, PR, and AR. The social media group within her communications organization established the organizational framework and strategic direction for social media activities across the company. Her team also leads social media efforts for Adobe’s two primary business areas, digital media and digital marketing, as well as the Adobe brand. Maria’s primary areas of focus include corporate strategy, governance, measurement, brand channel engagement and integration, and the development of best social media practices. Maria’s unique leadership style focuses on empowering her team to implement innovative, best in class initiatives that constantly push the envelope and outdo preceding campaigns. Her focus on measurement and proving business impact has helped to create a best in class social media program that drives bottom line results. As such, Maria’s team delivers fresh thinking and high impact campaigns.Maria has led the development of Adobe’s social business foundation, focused on creating engaging, dynamic social experiences for customers that demonstrate measurable business results. Engaging Experiences Maria and her team spearheaded the development of Adobe’s company-wide social media training program, which focuses on activating Adobe’s powerful employee base to engage on social media as brand advocates. As part of organizing Adobe’s social media presence, Maria has advocated strongly for a cross-functional approach to social media, in order to create engaging and consistent social media experiences for Adobe’s customers across all touch points. This consistent approach to customer engagement is supported strongly across the organization by product development, marketing functions, customer support, and others. Measurable Results Social media has become a growing key business driver for Adobe. In 2012, social media drove about half a billion visitors to Adobe.com. This is twice as many visits compared to 2011, and represents 13% of all visits to the website. Additionally, social visitors contributed to online revenue – up 87% year over year. Contributing to the demand generation efforts were two major campaign initiatives that launched in 2012. ‘Create Now’ and ‘Metrics Not Myths’ were developed to align with Adobe’s digital media and digital marketing businesses, respectively. • Create Now, which launched in April 2012 in conjunction with the announcement of a significant new offer, Adobe Creative Cloud, generated 10-fold social media ROI within two months. • Metrics Not Myths, which launched in October 2012, represents “The Ultimate Case Study," as Adobe regularly publishes results from the campaign determined using Adobe’s digital marketing solutions Provide any additional links or information here: Create Now • Create Now Campaign Execution Details: http://adobe.ly/WoctON • Creative Cloud Social Success Story: http://adobe.ly/V3uiM4 Metrics Not Myths • The Ultimate Case Study: http://adobe.ly/PNGgh7
