Anne Rus­sell, Dig­i­tal Mar­ket­ing Man­ager, Adobe ANZ – LinkedIn

Fol­low­ing on from yesterday’s excite­ment at the Adobe Dig­i­tal Mar­ket­ing Sum­mit, I found the sec­ond day’s con­tent to be just as rich and inter­est­ing as the first.

The day cen­tred on Adobe’s key tech­nol­ogy and mar­ket­ing experts, includ­ing John Mel­lor, VP Strat­egy & Busi­ness Devel­op­ment, who, col­lec­tively, shared some of the impres­sive tech­no­log­i­cal advance­ments in the world of dig­i­tal marketing.

We were also very lucky to have Biz Stone, one of the founders of Twit­ter, at the event pro­vid­ing his views on the ‘Dig­i­tal Self’ – (a con­cept I touched on in my blog post, yes­ter­day). Stone’s view is that the ‘Dig­i­tal Self’ isn’t solely defined by indi­vid­ual employ­ees of a com­pany, but also through the prod­ucts of a brand and the mul­ti­ple inter­ac­tions linked to a par­tic­u­lar business.

For exam­ple, the Adobe Sum­mit as of today had become its own “Dig­i­tal Self” – with over 6000 tweets shared in the last 48 hours! We can insti­gate the ‘Dig­i­tal Self’ but we can­not cre­ate it; it cre­ates itself. Exter­nal fac­tors, like how peo­ple will actu­ally use your products/technologies and what they say about them will actu­ally define your organ­i­sa­tion. In this sense, a brand can­not choose its ‘Dig­i­tal Self’.

So the ques­tion is: are you influ­enc­ing it? I have per­son­ally been very engaged in the Sum­mit these last 2 days using Twit­ter to share my excite­ment with my fol­low­ers so I guess that I have influ­enced the Adobe Summit’s ‘Dig­i­tal Self’ and I will con­tinue to do that in my every day Adobe life.

In addi­tion to the above con­cept, Biz had two other pieces of advice to share with the fel­low mar­keters in the room:

  • In regards to pri­vacy, if you are not 100% com­fort­able about shar­ing your con­tent or data across social media plat­forms, then don’t. You must define your own boundaries.
  • On devel­op­ing social strate­gies, a strong rec­om­men­da­tion from Biz is to speak and engage with your cus­tomers in a most humanly man­ner as pos­si­ble. Don’t reach out to them as if you are writ­ing press releases and it is accept­able to show your vul­ner­a­bil­i­ties. Peo­ple will appre­ci­ate your reach­ing out to them, even if it’s not perfect.

Fol­low­ing the 45 dif­fer­ent break­out ses­sions through­out the day, I and many other del­e­gates were treated to a very spe­cial clos­ing keynote ses­sion: an amaz­ing Sneak Peek ses­sion, show­cas­ing new Adobe tech­nolo­gies by Adobe’s best Prod­uct Devel­op­ers, includ­ing Cathi Kwon, Abishek Pani, John Bates, Cedric Huesler, J.D Nyland and many more. These may never be pub­licly avail­able (which would be a total shame!) how­ever, the aim of the ses­sion was to show­case what’s pos­si­ble to the delegates.

 

These incred­i­bly hard-working and inspir­ing indi­vid­u­als showed us the fol­low­ing sneak peeks:

  • Tweet2Win – to help you man­age twit­ter contests
  • Project Nav­i­ga­tor – for guided analytics
  • Social Con­nect – for sim­pli­fy­ing social targeting
  • Adma­nia – for bet­ter ad segmentation
  • Prime­time – for real-time video clips and ads via Auditude
  • Pin­san­ity – for deeper ana­lyt­ics and bet­ter engagement
  • Geo Fenc­ing – clever seg­men­ta­tion targeting
  • Sweet­land­ing – for faster cam­paign land­ing pages creation
  • For­tune Teller – the next gen­er­a­tion sen­ti­ment guidance

My three favourites were Geo Fenc­ing, Prime­time and For­tune Teller, although all of them were very clever. What an awe-inspiring day from Adobe today. Over 4000 del­e­gates were busily mov­ing from one ses­sion to the next, and I must admit that I have greatly ben­e­fited from all the spon­ta­neous con­ver­sa­tions and net­work­ing this event has brought. Thank you to all the amaz­ing speak­ers and every­one for organ­is­ing such an impres­sive event. I look for­ward to com­ing back to next year’s Sum­mit in 2013!

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