In Sep­tem­ber we zeroed in on social media marketing-related con­tent to tie into the gen­eral avail­abil­ity of Adobe Social, our social mar­ket­ing plat­form, com­plete with social lis­ten­ing, man­age­ment and pub­lish­ing capa­bil­i­ties. Social is undoubt­edly hot and there is still that mar­keters can learn about this emerg­ing chan­nel and how to cre­ate cam­paigns that res­onate and drive mea­sur­able ROI.

Adobe experts from our con­sult­ing, prod­uct mar­ket­ing and prod­uct man­age­ment groups shared weekly “Quick Tips” about how to wrap our heads around social media mar­ket­ing. We also curated related arti­cles and blog posts from across the web and shared them via our @adobedigmktg Twit­ter account and Face­book page. We’ve com­piled all of September’s great con­tent here in one blog post for easy ref­er­ence. Let us know what other types of monthly con­tent you would like to see in the future.


Week One: Brand vis­i­bil­ity dur­ing the hol­i­days can be dif­fi­cult to sus­tain with con­sumers who are blitzed by mul­ti­ple ad cam­paigns and who are look­ing for con­ve­nience and deals amidst the may­hem. Lever­ag­ing social media mar­ket­ing early and often can help you rise above the noise and secure a spot in cus­tomers’ con­sid­er­a­tion sets. Fun, engag­ing hol­i­day con­tent and gift-giving tips will give your brand vis­i­bil­ity and mind­share, while pro­mo­tional con­tent like cat­a­log apps and social media-only deals pushes you ahead dur­ing the decision-making process.

Not only will fans and fol­low­ers help spread your brand mes­sages and hol­i­day deals to their social net­work of friends and fam­i­lies, you may see more dol­lars at the reg­is­ter given that 71% of con­sumers are more likely to buy a prod­uct if some­one rec­om­mended it to them on social media. And remem­ber to append track­ing codes to all of your links, apps and con­ver­sion pages so you can demon­strate to your boss exactly what impact your social mar­ket­ing efforts had on your bot­tom line come Jan­u­ary 1st.

Lawrence Mak is a senior mar­ket­ing spe­cial­ist respon­si­ble for Adobe Social.

Week Two: The world is full of Social Mar­ket­ing Gurus, Nin­jas, and Rock­stars — Don’t let them tell you what to do! Every social mar­ket­ing strat­egy should be as unique as the brand behind it. Instead, look to become a “Social Mechanic” that fine-tunes every detail of your social mar­ket­ing pro­grams in order to opti­mize per­for­mance and find incre­men­tal­value. Don’t pray for a viral mir­a­cle, let data and insights drive your con­tent and engage­ment decisions.

Steve Wirig is the prod­uct evan­ge­list for Adobe’s social mar­ket­ing solu­tions and works with top brands to refine and opti­mize their dig­i­tal strate­gies.

Week Three: Social media is an impor­tant part of the cus­tomer expe­ri­ence. And, in many ways, it’s trans­for­ma­tional. But, it’s just that—just one part of a much larger cus­tomer expe­ri­ence. It’s impor­tant you approach your social media efforts with this in-mind.

If you look at some of the most suc­cess­ful social media cam­paigns, most don’t start or end on social net­works. While they may be grounded in social media, they use adver­tis­ing to drive vis­i­bil­ity and aware­ness of the cam­paign, and closely align with web­site and/or in-store expe­ri­ences meant to cre­ate action from customers.

And this makes sense, because at the end of the day, that’s just what you want—your cus­tomers to make a pur­chase or take action that’s mean­ing­ful to your busi­ness. Action that for most busi­nesses doesn’t take place within the walls of Face­book or Twitter.

As you build strat­egy around your social media cam­paigns, con­sider how you are sup­port­ing your efforts in social with the proper com­po­nents out­side the walls of the social net­works, and con­sider the end goal you hope to achieve with your cam­paign. This will ensure that your cam­paign both lever­ages the trans­for­ma­tional power of social and the impact you want to create.

Chad War­ren (@chadwarren) is a senior man­ager of social media for the Dig­i­tal Mar­ket­ing Busi­ness at Adobe, where he is respon­si­ble for dri­ving social media strat­egy for Adobe’s Dig­i­tal Mar­ket­ing busi­ness unit. He works closely with teams across the Dig­i­tal Mar­ket­ing Suite to set strate­gic direc­tion and exe­cu­tion for the business’s social media ini­tia­tives. War­ren also sup­ports the devel­op­ment of Adobe’s social media man­age­ment and ana­lyt­ics tools.

Week Four: Cre­at­ing and opti­miz­ing a social mar­ket­ing pro­gram is a com­plex endeavor for com­pa­nies with a dis­trib­uted model of mul­ti­ple brands, regions, and inter­nal stake­hold­ers. The key to opti­miz­ing the art and sci­ence of social media is under­stand­ing what works at the global level for the orga­ni­za­tion and cus­tomiz­ing those best prac­tices for the unique audi­ence of that page, han­dle, or pro­file. Infra­struc­ture and account­abil­ity – with flex­i­bil­ity and cor­po­rate level sup­port – are essen­tial to make the process eas­ier for those with fewer resources. It’s also impor­tant to stay inter­nally con­nected by shar­ing insights across teams to ensure all have the oppor­tu­nity for suc­cess in their mar­ket. One never knows where the best ideas may come from as the far­thest and small­est group within a given com­pany may dis­cover “the” secret to social suc­cess for the entire company.

Emily Wen­zler leads the Social Media Strat­egy Con­sult­ing team at Adobe. Her team, along with the Com­mu­nity Engage­ment, and Social Cre­ative Ser­vices con­sult­ing teams part­ner with top brands across all indus­tries to design, imple­ment, and opti­mize their Social Media mar­ket­ing strategies.


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