If you are a social prac­ti­tioner and a mar­keter like me, chances are you know that social media has sig­nif­i­cant impact on your busi­ness – but how do you show it? In fact, two out of every three busi­nesses agree that social media is inte­gral to their busi­ness strat­egy, while admit­ting that mea­sur­ing the busi­ness impact of social media is very dif­fi­cult. I read that in a new eCon­sul­tancy study this week on social mea­sure­ment trends which I rec­om­mend you check out.

The prob­lem for most mar­keters is that they have a hard time see­ing what influ­ence the rela­tion­ships they have nur­tured on social net­works have on cus­tomer behav­ior.  Where exactly does it make an impact? The “soft met­rics” of social marketing—Likes, com­ments and retweets—don’t directly point to how social impacts pur­chase deci­sions along the cus­tomer jour­ney. So instead of strate­giz­ing based on busi­ness data and results, mar­keters are rely­ing on their intu­ition that social media impacts their business.

That is, until now.

Adobe Social is here!
Today I am excited to announce the gen­eral avail­abil­ity of Adobe Social, a new social mar­ket­ing prod­uct, avail­able for the first time to cus­tomers today.

Adobe Social is a sin­gle prod­uct to man­age social mar­ket­ing activ­i­ties end to end – from buy­ing adver­tis­ing, to pub­lish­ing to fans and fol­low­ers, dri­ving engage­ment and mea­sur­ing busi­ness out­comes. It rep­re­sents not only a sin­gle solu­tion for a business’s core social mar­ket­ing activ­i­ties, but a prod­uct that has the advan­tage of inte­gra­tion with the Adobe Dig­i­tal Mar­ket­ing Suite to bring multi-channel mea­sure­ment and opti­miza­tion to the mix. Mar­keters can now cre­ate and demon­strate tan­gi­ble busi­ness impact from social media, all within one pow­er­ful solu­tion. Just imag­ine, all those social mar­ket­ing tools in one work­flow, all that pre­cious data at your fin­ger­tips, all with one login. Your team will thank you.

Screenshot of Adobe Social Overview Dashboard
Demon­strate busi­ness impact from social media efforts.

As a mar­keter, let me share with you three Adobe Social capa­bil­i­ties I am most excited about:

  1. Con­nect Social Media to Busi­ness Results, Auto­mat­i­cally
    Gone are the days of gen­er­at­ing thousand-cell spread­sheets chock­full of inde­ci­pher­able track­ing codes like “?cid=f8d-k-733-c0e-y27cio4n”, which you have to match to cam­paign clas­si­fi­ca­tions in another spread­sheet, and then man­u­ally append the pre­cise cam­paign track­ing code to the right social media link, each time. Sound famil­iar? Phew. That’s just not scal­able. With Adobe Social, you can auto­mat­i­cally track the per­for­mance of all social media posts for a cam­paign and then con­nect that data to key per­for­mance indi­ca­tors (KPIs) for the busi­ness, such as rev­enue, for reports that will show exactly how much rev­enue each post drove. And that helps you mea­sure a tan­gi­ble return on your social investments.
  2. Cap­i­tal­ize on Actual Influ­ence
    The abil­ity to iden­tify key influ­encers who can sway cus­tomer per­cep­tion and pur­chase deci­sions is a hot topic in social mar­ket­ing. There are sev­eral tools in the mar­ket that help busi­nesses iden­tify peo­ple who are evan­ge­lists that have influ­ence over large, active audi­ences to spread your mes­sages, which has some value. But at Adobe, we are more inter­ested in mea­sur­ing actual influ­ence as it relates to your bot­tom line over poten­tial evan­ge­lism. With Adobe Social, you can demon­strate which Twit­ter fol­lower drove $5,000 of rev­enue alone because she retweeted your offer—even though she only has 100 fol­low­ers, a pal­try mea­sure of clout by many cur­rent stan­dards, pah!  You can then lever­age that insight to exe­cute social media cam­paigns that acti­vate more of your true busi­ness influencers.
  3. Mea­sure Behav­ior Across the Cus­tomer Jour­ney
    We also think it is impor­tant to under­stand not only what your cus­tomers say they want on social chan­nels and in your data­base pro­files, but how your cus­tomers actu­ally behave in the real world. Just because I say I like Lady Gaga on my Face­book page doesn’t mean I’m vis­it­ing her web­sites and lis­ten­ing to her music and buy­ing tick­ets to her con­cert every day. (I like Brit­ney Spears, too.) When you com­bine social pro­file data with behav­ioral data from your social net­work, web, mobile and adver­tis­ing chan­nels, you get a much more com­plete pic­ture of your cus­tomer from the point of a social click to check­out. Adobe Social’s insight into what your cus­tomers are doing on your social chan­nels feeds the Dig­i­tal Mar­ket­ing Suite’s multi-channel ana­lyt­ics.  This offers a unique view of how social media efforts impact pur­chase deci­sions and brand value across mar­ket­ing chan­nels and at each cus­tomer touch point.
Screenshot of Campaign Measurement Graph
Con­nect social media activ­ity to busi­ness KPIs.

Break­ing Down the Social Silo
Every­one talks about col­lab­o­ra­tion between the social mar­ket­ing team and other depart­ments. The arrival of Adobe Social makes that a real­ity for cus­tomers lever­ag­ing addi­tional prod­ucts in the Adobe Dig­i­tal Mar­ket­ing Suite.

  • Col­lab­o­rate with the web­site strate­gist using Adobe Test&Target to build a more con­sis­tent and per­son­al­ized brand expe­ri­ence across chan­nels with tar­geted con­tent based on social pro­file data.
  • Sup­ply insights from social app engage­ment data to the ad man­ager using Adobe AdLens to opti­mize tar­get seg­ments and pro­files for paid Face­book advertising.
  • Inject social data into the multi-channel cam­paign reports that the busi­ness ana­lyst is run­ning on Adobe SiteCatalyst.
  • Then use Adobe Dis­cover to ‘dis­cover’ (clever prod­uct name, yes?) pre­vi­ously unknown, but highly valu­able cus­tomer seg­ments. For exam­ple, per­haps Face­book users who visit the site on a tablet con­tribute sig­nif­i­cantly more rev­enue when they spend more than 5 min­utes in the site.
  • The CMO can now under­stand how social media activ­ity impacts in-store foot traf­fic with Adobe Insight, which com­bines online and offline data for greater ‘insight’ into what impacts the cus­tomer journey.

Social media is no longer an exper­i­ment and it is time for social to grow up. Adobe Social’s abil­ity to cre­ate and demon­strate busi­ness impact from social media will enable the social mar­keter to secure a seat at the plan­ning table. Adobe Social helps give the entire busi­ness a holis­tic view of the cus­tomer jour­ney and how the social media chan­nel impacts cus­tomer behav­ior and pur­chase decisions.

It’s an excit­ing time for social mar­ket­ing! Join our jour­ney in dig­i­tal mar­ket­ing and learn more about what cus­tomer Exper­ian and SVP, Adobe Dig­i­tal Mar­ket­ing Brad Rencher are say­ing about Adobe Social. Check us out at www​.adobe​.com/​p​r​o​d​u​c​t​s​/​s​o​c​i​a​l​.​h​tml and tweet us up any­time on @AdobeSocial.

Join the Twit­ter Chat
I’ll also be join­ing a live Twit­ter chat for social media prac­ti­tion­ers to talk met­rics this Thurs­day, Sep­tem­ber 6th from 10-11am PDT (6pm BST / 7pm CET). Fol­low @AdobeSocial on Twit­ter and par­tic­i­pate using the hash­tag #social­value! See you there!

0 comments