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.

Chad Warren
Chad Warren

Depending upon the scope of what you want to track, etc... you can launch without much implementation at all. We are pricing based upon number of mentions. So, pricing will depend on the volume of social conversation your tracking.


Great! I keep reading about it! Sounds exciting, but will it be tangible to the little agencies? What level of implementation is it going to require? Where is it and how much will it cost?