Posts tagged "Adobe social"

Malaysia Airlines Fuels Digital Business Transformation with Adobe Marketing Cloud

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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.

A New Era of Customer Interaction: Great Eastern selects Adobe Marketing Cloud to Power its Transformation Digital Strategy

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

Great Eastern, the oldest and most-established life insurance group in Southeast Asia is embracing the digital future with the implementation of Adobe Marketing Cloud.  Adobe’s comprehensive digital marketing solutions, driven by powerful data analytic capabilities will provide Great Eastern with a key competitive advantage and usher a new era of customer interaction.

Great Eastern is among the first companies globally to implement all five digital marketing solutions, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social.

In the highly fragmented and noisy digital world, a key solution to standing out from your competitors is through delivering targeted and relevant content to your customers. This is what Great Eastern plans to do with the help of Adobe Experience Manager. A personalised online experience for customers can be created based on better insights as to their needs and expectations. By customising relevant information to individuals, customers will have an even stronger relationship with the brand and will be more satisfied.

Another highlight of the implementation will be the introduction of Adobe Media Optimizer, the industry’s first fully integrated digital advertising platform that delivers cross-channel ad management, optimization and forecasts across search, display and social media campaigns for peak return on investment. Great Eastern is looking to use Adobe Media Optimiser to analyse how their online advertising campaigns are performing in real-time and be able to efficiently adjust and optimise their strategy, so as to ensure they deliver return on investment.

Great Eastern will also make use of Adobe Social to manage and optimize their latest social engagement campaign on Facebook launching July 15. The Live Great Challenge is a fun campaign aimed at supporting consumers to make small lifestyle changes which will have a great impact on their well-being.

The solution implementation has begun and will continue in the months ahead. Great Eastern is embracing digital strategies that bring value to customers as well as give it that valuable edge over its competitors.

Driving profitable social relationships with Adobe Social 3.0

Amy Robson, Social & Media Optimizer Specialist, Adobe Marketing CloudLinkedIn

NAmy Robsonext week is the Adobe Digital Marketing Symposium, where the widely anticipated  launch of our all new Adobe Social will occur.

Packed with an array of new features and further integration with the Adobe Marketing Cloud, we’ve focused on improving the way marketing teams collaborate, utilize social data, and build personal relationships with customers at scale, all on our new tablet first UI.

Big data is a hot topic for digital marketers and social marketing is not exempt. I think Nate Elliot from Forrester put it nicely when he said, “Every day, huge numbers of people tell us what they like by voting for things, reviewing things, and engaging in other online social interactions. All of these behaviours add up to what we call a “database of affinity”: a catalog of people’s tastes and preferences, collected by observing their social behaviours.” But how do we utilize all of this social content to build brand affinity?

Building brand affinity is becoming increasingly difficult with the proliferation of social networks and the amount of content needed to engage with fans.This highlights the need for a solution to collect and aggregate all aspects of social data such as conversations to understand how people are talking about your brand, engagement metrics to understand how customers are reacting to your content and conversion metrics to understand the business impact. This is where Adobe Social really stands out, enabling social marketers to understand what their customers want and how to engage with them to drive profitable social relationships.

I’m personally very excited about Adobe Social 3.0 with its integration into the Adobe Marketing Cloud improving collaboration and workflows so digital marketers can get from data to insights to action, faster and smarter than ever before!

At Symposium we’ll have a sneak peak at Adobe Social 3.0 as well as some great tracks around driving business impact from social marketing and best practices for owned and earned social media.

So don’t forget to register if you haven’t already, as we are close to reaching capacity!

To register for the Sydney Symposium on July 16th click here.