Announcing Adobe SocialAnalytics: Blending Business with Social

Yes­ter­day, I sat in a room with social strate­gists rep­re­sent­ing some of the biggest brands in the World. We talked about their social media ini­tia­tives: the chal­lenges they’re fac­ing and the head­way they are mak­ing to lever­age social media to engage their cus­tomers. Of all the inter­est­ing insights, one theme came through loud and clear: The trial period is over. It’s time to demon­strate the busi­ness value of this chan­nel. In other words, the days of social media in a silo are over.

The C-level is ask­ing ques­tions like: How does our engage­ment in social media drive rev­enue?  What impact does social media have on our mar­ket­ing efforts, and vice-versa? In order to answer these ques­tions, smart brands have rec­og­nized the need to put social media in the con­text of busi­ness, and inte­grate it as a crit­i­cal com­po­nent of, and input to their multi-channel mar­ket­ing efforts. They are look­ing for solu­tions that seam­lessly help them under­stand social media’s busi­ness impact, give them action­able insights and allow them to unlock the value of their social data to inform and opti­mize mar­ket­ing strate­gies and tactics.

Today, we are very proud to announce Adobe SocialAnalytics.

Adobe Social­An­a­lyt­ics is the first-ever solu­tion to fully inte­grate social media mon­i­tor­ing and mea­sure­ment with cross-channel ana­lyt­ics. By build­ing a world-class mon­i­tor­ing solu­tion and inte­grat­ing it with our industry-leading mea­sure­ment, ana­lyt­ics and opti­miza­tion suite, our cus­tomers can begin to lever­age valu­able social data in con­text with all of their mar­ket­ing initiatives.

With Social­An­a­lyt­ics, mar­keters can:

• Tie social con­ver­sa­tions to rev­enue – Obtain real-time feed­back and insight from con­ver­sa­tions occur­ring across social net­works and online com­mu­ni­ties, and tie it to con­sumer action.
• Mon­e­tize social media engage­ment – Uncover the earned value of shar­ing by pro­fil­ing and seg­ment­ing social media influ­encers, then using this insight to drive more prof­itable cus­tomer inter­ac­tions wher­ever they engage with consumers.
• Trans­form mar­ket­ing insight – Trans­form tra­di­tional mar­ket­ing insight by enhanc­ing “what they did” (tra­di­tional, action-based mar­ket­ing mea­sure­ment) with “who they are” and “how they feel about it”.
• Enable community-driven deci­sion mak­ing – Stop fus­ing together dis­jointed tools and using man­ual processes to mea­sure and man­age social media data. Mar­keters now have an inte­grated solu­tion to har­ness the voice of the com­mu­nity to make informed deci­sions about how to best engage with their customers.

Har­ness­ing the real power of social media requires remov­ing it from a silo — essen­tially blend­ing busi­ness with social. By plug­ging social media into the Online Mar­ket­ing Suite, we are remov­ing the guess­work asso­ci­ated with social media engage­ment, and replac­ing it with strate­gies and exper­i­men­ta­tion built on insight.

Social­An­a­lyt­ics will be gen­er­ally avail­able in Q3 of 2011. I can’t wait.