Five years ago we were talking about the mobile web. We talked about it as if it was something separate. And it was for a while. We started with WAP, moved on to mobile sites, and added apps. Today the discussion has changed. We no longer talk about the mobile web. We talk about the web, and it is mobile. The discussion has moved on to where we now we debate mobile first and contextual experiences.
Similarly, today we talk about the social web. We treat it as if it was something separate – an island. We tell people to go be social over there; and then we invite them back. Back to the mainland, to our .com pages, to purchase our products and services or consume our content. And we want them to tell their friends.
On owned properties, social communities are often “social islands” with no shared content or continuity of data. Brands often struggle to report on customer crossover and ultimately return on investment. This approach is going to change. It has to. In a few years, I predict we won’t be talking about the social web, we will be talking about the web and it will be social.
To tie marketing activities to business results, brands must understand their community of users regardless of where they interact with them. Integration between social communities, third-party social networks and owned digital properties is critical to delivering consistent, relevant experiences, meeting the expectations of modern consumers and building community.
Social needs to be an integral part of owned digital properties. It is where brands can make the biggest impact, where customer trust is highest, and where conversion can ultimately take place. Research shows consumers who want to learn more about a product are 4X more likely to visit the brand’s website than their Facebook page. Are you ready? Is your website social?
The new release of Adobe Experience Manager 5.6 enables digital marketers to easily add social elements and user generated content into their websites. This means social media plugins, product reviews, Q&A forums, blogs and more. It also allows brands to create dedicated social communities to connect like-minded users around shared interests or to empower their customers to do so with the addition of community groups. For the user, going between the social community and the .com site is a fluid experience with the same look and feel, as well as a continuous personalized experience made possible by a shared user profile.
And, if you choose to offer a social login option, this shared profile can include information from social network profiles. After all, the people you are reaching out to on Facebook and responding to on Twitter are the same people who are now on your website and engaging in your branded community. You know them. You are ready and your website is social.
To find out more about all the new capabilities in Adobe Experience Manager, join us for a live webinar on March 27th or April 10th. Sign up today to discover how you can easily organize and manage the delivery of content and creative assets across all your digital marketing channels, including web, mobile, social media, and video.