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As we kick off Adobe Sum­mit EMEA today, we’re excited to announce a new SaaS offer­ing for cre­at­ing social com­mu­ni­ties, specif­i­cally designed around social learn­ing and field/channel enable­ment, called Adobe Expe­ri­ence Man­ager Com­mu­ni­ties for learn­ing. This fol­lows closely on the heels of the announce­ment of the lat­est major ver­sion of Adobe Expe­ri­ence Man­ager at Adobe Sum­mit in Salt Lake City, and speaks to our ongo­ing cus­tomer com­mit­ment to inno­vate on the solution.

While dig­i­tal expe­ri­ences deliv­ered directly to cus­tomers are crit­i­cal to build­ing brand loy­alty and engage­ment, inter­ac­tions cus­tomers have with an enterprise’s employ­ees and part­ners are just as impor­tant. This new Adobe Expe­ri­ence Man­ager offer­ing pro­vides a sim­ple way for mar­keters and sub­ject mat­ter experts to pub­lish edu­ca­tional con­tent to a com­mu­nity, facil­i­tate knowl­edge exchange, and mea­sure results.

Employ­ees Are Crit­i­cal to Build­ing Brand Affinity

Pro­vid­ing customer-facing employ­ees and a company’s part­ners the con­tent and knowl­edge they need to be effec­tive is increas­ingly chal­leng­ing as con­sumers come armed with infor­ma­tion from dig­i­tal chan­nels and orga­ni­za­tions move faster in their intro­duc­tion of prod­ucts and ser­vices. In addi­tion, the use of mobile devices con­tin­ues to rise, includ­ing for those work­ing in the field, result­ing in an ever-increasing demand for con­tent that’s acces­si­ble across devices. Sim­ply push­ing out con­tent one-way, with­out the abil­ity to eas­ily solicit feed­back or con­tri­bu­tions to the con­tent from those con­sum­ing it, can result in poor qual­ity. An agile approach is far more effec­tive, where the audi­ence is part of a learn­ing com­mu­nity, and mem­bers not only con­sume con­tent, but offer com­ments, insights, ques­tions, and even their own content—so that knowl­edge is freely exchanged from peer-to-peer instantly.

At the core of any suc­cess­ful social com­mu­nity is an expe­ri­ence that entices users to con­tinue com­ing back to inter­act and con­tribute their own insights. In doing so, the com­mu­nity con­tin­ues to flour­ish and grow in value. A key com­po­nent to enabling this is to ensure rel­e­vant con­tent is eas­ily sur­faced to each indi­vid­ual. Expe­ri­ence Man­ager Com­mu­ni­ties for learn­ing ensures the most rel­e­vant con­tent is eas­ily dis­cov­ered by users, with dynamic con­tent rec­om­men­da­tions based on user pro­file infor­ma­tion, tags and activ­i­ties; a stream­lined inter­face with fea­tured, assigned, rec­om­mended, and viewed con­tent; and search that dives into metadata.

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Rich, use­ful con­tent makes com­mu­ni­ties more valuable

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In addi­tion, man­ag­ing the con­tent is crit­i­cal so it’s orga­nized effec­tively across teams. Expe­ri­ence Man­ager Com­mu­ni­ties for learn­ing comes with embed­ded capa­bil­i­ties of Expe­ri­ence Man­ager Assets, so assets can eas­ily be uploaded and man­aged from a cen­tral repos­i­tory. The solu­tion is also built on top of the Adobe Mar­ket­ing Cloud, enabling inte­gra­tion with the Mar­ket­ing Cloud Assets folder, so assets can be eas­ily shared between other Mar­ket­ing Cloud solutions.

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Shared assets across the Adobe Mar­ket­ing Cloud means com­mu­nity con­tent can flow into other mar­ket­ing initiatives

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Expe­ri­ence Man­ager Com­mu­ni­ties for learn­ing is not “another social net­work for the enterprise”—social inter­ac­tiv­ity is enabled directly while view­ing con­tent, so users can imme­di­ately add ques­tions, com­ments, rat­ings, tags, and other insights with­out going to another screen or join­ing a spe­cific forum to do so. This stream­lined method of inter­ac­tiv­ity makes it easy to share insights, encour­ag­ing knowl­edge shar­ing across peers and experts.

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Com­mu­ni­ties for learn­ing makes learn­ing a social expe­ri­ence and makes social­iz­ing a way to increase the knowl­edge of mem­bers in the community

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 The solu­tion can be accessed any­where, and is built with mobile in mind as a first-class client. This isn’t only con­ve­nient, but crit­i­cal for those in the field who need access to infor­ma­tion at a moment’s notice.  Avail­able for iPad in its first release, the offer­ing enables users to find and access con­tent, com­plete courses, inter­act with oth­ers, and gain insights at the moment of need. Users can also down­load con­tent for offline view­ing and track­ing, even when dis­con­nected from the network.

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Great­est con­ve­nience to social­ize and learn with mobile access

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Both for­mal and infor­mal train­ing can be supported—enabling users to store, cat­e­go­rize and pub­lish con­tent, includ­ing SCORM and xAPI (Tin Can) com­pli­ant eLearn­ing con­tent, for manda­tory or optional con­sump­tion. Learner progress and scores can be tracked for cer­ti­fi­ca­tion, or inte­grated with a third-party sys­tem of record.

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Adhoc or for­mal train­ing, the solu­tion adapts to the needs of the organization

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 The solu­tion goes beyond basic report­ing of data that must be mas­saged to glean any insights—it pro­vides rich ana­lyt­ics in graph­i­cal for­mat across user engage­ment, con­tent effec­tive­ness, and top con­trib­u­tors within the com­mu­nity, to instantly iden­tify trends, suc­cesses and prob­lem areas that can be acted upon immediately.

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Real-time insights into the value of the com­mu­nity con­tent and progress of the com­mu­nity and members

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Expe­ri­ence Man­ager Com­mu­ni­ties for learn­ing is a turn-key solu­tion enabling instant cre­ation of com­mu­ni­ties to quickly drive ROI. It can be deployed as an on-demand, stand-alone offer­ing, and lever­aged imme­di­ately with­out any cus­tomiza­tion or devel­op­ment, or any pre­req­ui­site Adobe prod­ucts sold sep­a­rately. It can also be pur­chased to sup­port a broader cus­tomer expe­ri­ence strat­egy, along with the rest of Expe­ri­ence Manager.

We’re work­ing hard and expect to make the offer­ing avail­able this sum­mer, so stay tuned for updates.

This post was pre­vi­ously pub­lished on the Adobe Dig­i­tal Mar­ket­ing blog on May 13, 2014.