Posts tagged "Adobe social"

World Cup set to be the most social sporting event ever

As kick off draws closer, the 2014 FIFA World Cup has generated more social buzz than any other sporting event, surpassing the Sochi Olympic Games and the 2014 Super Bowl.

The Adobe Digital Index team has been capturing data through Adobe Social, covering buzz from social channels including blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare and YouTube. More than 69 million social mentions have been included in the sample from 230 countries and territories talking about the World Cup. The results are truly astonishing.

To date, the World Cup has generated more than 19 million social mentions with 90% of the world contributing to these conversations! What’s even more amazing is that the greatest level of social buzz from around the world is coming from right here in the Asia Pacific region. We are producing 48% of the social buzz around the World Cup, of which 37% is coming from Japan. Europe, the Middle East and Africa coming up second with 32% while the Americas are third with 20%.

World cup

Some other interesting facts about the World Cup social Buzz:

  • 59% of the social buzz for World Cup relates to Admiration, Joy, or Anticipation for the event.
  • 42% of Brazilians are expressing Sadness, Anger, or Disgust related to the World Cup – this correlates to the current dissatisfaction of many in Brazilians at the moment.
  • Cristiano Ronaldo is the most mentioned player on a World Cup roster with 1.5+ million mentions in May. Neymar was 2nd with 1.2+million.

The magnitude of the World Cup combined with the power of globalisation and technology will no doubt make it one of the world’s most social sporting events ever. Many football fans (and even non-football fans) feel an emotional connection to their players and even more so to their country. On 12th June 2014, the world will be watching and social will be there to facilitate conversations from around the world, connecting people with the beautiful game.

Stay tuned to this channel as Adobe will continue to track social trends around the world over the course of the 2014 World Cup.

UEFA Champions League creates worldwide Social ‘Buzz’ and Indonesia is the Buzziest Nation

The UEFA Champions League final, Europe’s biggest football tournament took place in Lisbon over the weekend. The all-Spanish final between Real Madrid CF and rising stars Club Atlético de Madrid generated an enormous buzz on social media worldwide. After a thrilling match, heading into extra time, Real Madrid won their 10th European Cup with a 4-1 win over Atlético Madrid.

Adobe Digital Index (ADI) used Adobe Social to monitor 4.5 million mentions of the final match on Twitter, Tumblr, Facebook, Pinterest, VK, Reddit, Disqus, and blogs during May. Here are some of the fascinating revelations:

      • 120 of the 196 countries in the world contributed to the social buzz around the match.
      • Surprisingly, Indonesian social media users topped the list of countries talking about the Champions League in the social space, accounting for 22% of mentions.
      • Spain was second with 11%, the U.K. third with 9%, and then the U.S. and Venezuela with 5%.
      • Indonesian social media users also figure prominently in the discussions of the two teams involved–further evidence of the massive popularity of European football in a country where a feud has split the domestic game into rival leagues. More mentions of Atlético came from Indonesia than any other country (35%), followed by the U.K. (16%), Turkey (13%), and the U.S. (7%).
      • In contrast, the Spanish are using social media to talk about Real Madrid. Just over 1/3 of the mentions of Real come from Spain, but, once again, Indonesians are also enthusiastic, with 19% of mentions of Real coming from there.
      • 43% of buzz about the UEFA Champions League final reflects ‘joy’ or ‘admiration’ for the game, while 25% is related to ‘sadness.
      • Among the players on show in the final, Real striker Cristiano Ronaldo figures most prominently in social media, averaging 36,425 mentions a day, compared with Atlético’s Diego Costa’s 20,908 average mentions.
          Fun fact: Ronaldo has the most Twitter followers of any athlete in the world, at more than 26 million. In fact, footballers comprise eight of the top 10 most followed athletes.

Champions-league-post_twitter

Football is truly global, transcending geographical boundaries, races, and cultures. Given the vast reach of football, there is a tremendous opportunity presented by football fans’ activity on social and mobile.

The Champion’s League final and the upcoming World Cup offer marketers around the globe the chance to capitalise on what is shaping up to be a record level of mobile video and social media activity, as fans and foes pick up smartphones to catch up and comment on the teams online. By analyzing social media ‘buzz’ data, marketers can identify new opportunities and quantify the huge worldwide appeal of what some marketers might just consider a regional event. This is a great justification for expanding the use of social and mobile marketing in a business strategy.

Malaysia Airlines Fuels Digital Business Transformation with Adobe Marketing Cloud

Malaysia.airlines.b747-400.9m-mph.arp

Malaysia Airlines gallops its way into the Year of the Horse with an exciting digital business transformation. After spending close to a year evaluating proposals from some of the industry’s leading solutions and point product vendors, Malaysia Airlines has chosen Adobe to implement a mission-critical technology refresh.

Today,  we’re excited to announce that Malaysia Airlines will implement not only Adobe Marketing Cloud but Adobe Creative Cloud as well, making this one of the company’s largest enterprise licensing agreement in Asia Pacific. Malaysia Airlines, a leader in the aviation industry and winner of Asia’s Leading Airline at the 2013 World Travel Awards, will use Adobe Marketing Cloud to power its digital marketing and customer engagement across all the company’s platforms and brands. Firefly, MAS Wings, MAS Cargo and loyalty program Enrich are expected to leverage Adobe Marketing Cloud in the near future.

The consolidation of digital marketing platforms across the Malaysia Airlines group will take place over the next three years. The integration of off-line customer data from the loyalty program and customer call center, together with digital records and footprints, will give them access to a single holistic customer view. This will allow them to deliver a whole new level of customer experience, through more personalised and customised content, offers and services.

At the heart of the digital strategy is MAS’ website, which is a mission-critical business channel delivering a significant share of the company’s revenue every day. Through Adobe Experience Manager, Malaysia Airlines is planning to boost its brand campaign along with strong customer experience management to deliver on a consistent brand promise across both real-world and digital touch points.

Engagement via social media is also critical to the transformation, and Malaysia Airlines celebrated the milestone of 1 million Facebook fans in October 2013. Social media is becoming a key element of marketing for many brands and Malaysia Airlines is no exception.  Through Adobe Social, Malaysia Airlines wants to continue to grow engagement with customer globally via various social platforms.

The partnership with Malaysia Airlines is Adobe’s first managed services deal in Southeast Asia, and reflects how customers are looking to implement more complex solutions across whole-of-business rather than deploy point products.

It’s full speed ahead for Malaysia Airlines and Adobe.

Customer service on Social: Time to get your act together

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi, Adobe Systems India (319)With more than a billion people now using social media worldwide, it’s not a question of whether brands will offer dedicated customer service options on social but a question of when. Even if brands choose not to join in the conversation on social, their customers will still be talking about them – the good, the bad and the ugly.

Recent research revealed that over 56% of customer tweets to companies are being ignored. Nearly all of the top brands (95%) are active on Twitter, yet only 23% have a dedicated customer service handle. The Realtime Report, recently conducted a study testing the response rates, prioritization and timing of 14 leading consumer brands and had startling results where only 14% of the tweets were answered!

Social media gives brands valuable customer insights and the chance to gain new insight into what the customer really needs and wants.  Brands should leverage this and realize the importance of customer service especially at a time where customer loyalty is volatile as consumers can jump on the internet, see negative comments and reviews, and find another company to fill their needs. It is not enough just to have a presence on social. Engage with your customers and the best way to do this is through excellent customer service.

Some tips on interacting with customers on social:

Listen, listen, listen

The best way to understand your customers is to go onto social platforms and search for conversations around your brand. Make sure to expand your keyword search, entering not only your brand name but products as well as words associated with your brand. Monitoring all the various social platforms manually is tedious at best and impossible at scale, so investing in a good social listening tool is necessary. Adobe Social allows you to monitor all your social communities in one aggregated platform.  Through its very cool (and extremely handy) Twitter and Facebook moderation handle, you can easily do a keyword search to discover who is talking about you,  how many followers that person has and can respond directly to the person or escalate it to someone else in the team to respond, such as a product specialist.

Take Action!

It is not enough just to identify where and what your customers are saying on social, you need to take action if necessary.  If you come across a customer tweet or Facebook comment, especially if it’s directly on your brand page, do not ignore it! There is nothing a customer hates more than being ignored. The number one rule for successful social media customer service is action. At least acknowledge you have heard their concerns and either address it directly or escalate it to the appropriate person.

Don’t just respond, do it swiftly.

News travel fast on social, so brands need to respond quickly, especially with complaints. Acting swiftly can stop the fires from spreading, and reinforce a brand’s commitment to customer care.  However, this is not an excuse for panic reactions – there should be set guideline responses, and staff need to be trained to escalate potential issues to the right person immediately if a quick response is needed.

We’d love your comments and feedback.  Do you have any tips for brands and their online customer service?

Lenovo leverages Adobe Marketing Cloud to optimise its digital marketing

Lenovo, the company that leads PC manufacturers worldwide in unit shipments, leverages multiple solutions within Adobe Marketing Cloud: Adobe Analytics, Adobe Target, Adobe Social, and Adobe Media Optimizer.

Years ago, Lenovo went through a strategic assessment to see what was working on the website and Adobe offered ideas on potential opportunities. Ashish Braganza from Lenovo was tasked with achieving an 8-fold ROI on the Adobe investment. He achieved a 12-fold return. In Australia, Christopher Jowsey has seen a 20:1 ROI on search investments. On this video, check out some of the cool things that Lenovo is doing with Adobe solutions.