Archive for July, 2013

Driving profitable social relationships with Adobe Social 3.0

Amy Robson, Social & Media Optimizer Specialist, Adobe Marketing CloudLinkedIn

NAmy Robsonext week is the Adobe Digital Marketing Symposium, where the widely anticipated  launch of our all new Adobe Social will occur.

Packed with an array of new features and further integration with the Adobe Marketing Cloud, we’ve focused on improving the way marketing teams collaborate, utilize social data, and build personal relationships with customers at scale, all on our new tablet first UI.

Big data is a hot topic for digital marketers and social marketing is not exempt. I think Nate Elliot from Forrester put it nicely when he said, “Every day, huge numbers of people tell us what they like by voting for things, reviewing things, and engaging in other online social interactions. All of these behaviours add up to what we call a “database of affinity”: a catalog of people’s tastes and preferences, collected by observing their social behaviours.” But how do we utilize all of this social content to build brand affinity?

Building brand affinity is becoming increasingly difficult with the proliferation of social networks and the amount of content needed to engage with fans.This highlights the need for a solution to collect and aggregate all aspects of social data such as conversations to understand how people are talking about your brand, engagement metrics to understand how customers are reacting to your content and conversion metrics to understand the business impact. This is where Adobe Social really stands out, enabling social marketers to understand what their customers want and how to engage with them to drive profitable social relationships.

I’m personally very excited about Adobe Social 3.0 with its integration into the Adobe Marketing Cloud improving collaboration and workflows so digital marketers can get from data to insights to action, faster and smarter than ever before!

At Symposium we’ll have a sneak peak at Adobe Social 3.0 as well as some great tracks around driving business impact from social marketing and best practices for owned and earned social media.

So don’t forget to register if you haven’t already, as we are close to reaching capacity!

To register for the Sydney Symposium on July 16th click here.

Join us at Adobe Digital Marketing Symposium Sydney 2013

Join us at Adobe Digital Marketing Symposium Sydney 2013 this 16th July. With over 500 of Australia’s top digital marketing professionals attending, you will have the chance to learn the very latest approaches and best practices in the industry.

Click here to register now as seats are limited!

Adobe Digital Marketing Symposium 2013

Mark Szulc, Principal Solution Consultant, Adobe – LinkedIn @mszulc

Symposium week is getting closer and if you haven’t heard already, it’s a great event for marketers to get together with their peers to discuss the fast moving pace of change of Digital Marketing. I’m really looking forward to hosting Adobe’s Brad Rencher and a number of other executives, product managers, and evangelists back in Sydney & Singapore. They’ll be sharing their insights from not only what Adobe’s doing with technology innovation, but also what results our leading customers are achieving.

One thing not to miss is the keynote presentation which includes the now-famous mega demo! This is a real tangible example of how we can start using technology to truly break down the silos within today’s organisations, share insights and drive actions across whole departments.

I’ll be presenting a few times in both Sydney & Singapore, specifically discussing how the need for rich content is increasingly becoming a very important part of driving engagement and driving real results. Adobe’s successful customers are moving far beyond basic content management and are now implementing techniques to drive personalised experiences every day. I’ll be sharing some techniques as well as demonstrating how this can be easily achieved, regardless of whether you have a small or large team!

New this year to Symposium is the ‘Sneaks’ session. Being a product geek that I am, I love checking out some of the newest innovation in the work, and the ‘Sneaks’ session really is a chance to look at what wonderful technology we may be using in the not too distant future. This year I’ll be on stage as I get to present one of my favorite sneaks… stay tuned… no spoilers!

Regardless of the content on stage or in the breakouts, one of the main things I really look forward to is the conversations in the hallways and during lunch with our customers & partners - Great stuff happens in the breaks!  I look forward to catching up with as many people as I can. So, come join me in Sydney on the 16th of July and Singapore on the 18th of July. See you there!

The culture of 1’s & 0’s

Scott Rigby, Consulting Manager APAC, Adobe Marketing Cloud -  Linkedin, @rigbyscott

Napoleon Bonaparte once said ‘War is ninety percent information’. A large number of our customers are operating in highly competitive environments where having the information available to inform their decisions is vital to succeed. The war they’re fighting is not only to stay competitive and relevant, but also internally within their organisations in getting access to the information, analysing it and actioning it.

We know that organisations that use data and analytics to create competitive advantage are 2x more likely to outperform their peers*. However organisations today are being challenged on how to move from the traditional “gut-based” decision making culture to an evidence based one. Does this mean that organisations should make decisions only off the data? Absolutely not – the data should be used to support the decision makers, make predictions and even prescribe what the organisation should do.

Quite often organisations face resistance to this cultural change towards evidenced based practice. This can be attributed to lack of information on why the change is necessary, fear of the unknown, not having the right skills or having grown accustomed to doing things a certain way. Commonly we see a gap where companies want to become data-driven and who have invested heavily in their technology, but have failed to make a corresponding investment in their people, processes and culture to maximise this.

So where do you start?

Don’t start by throwing the baby out with the bathwater. Most organisations have some of the building blocks they need in place already and for some it can be a long process of crawling – walking – running, use baby steps to get you started. Start by devising a basic plan that outlines the goals of the business, the KPI metrics you will use to measure these and how these will be included in reporting across the business. Gain cross function stakeholder buy-in and circulate this to the wider team with clear communication on the intent.

Identify the teams that are using data to make decisions (usually they’re operating in silos) and start to promote how they’ve leveraged the data to drive monetised uplift and wins for the business.

Nominate individuals who are data advocates within the organisation to spread the word and evangelise the benefits and techniques they used to deliver their wins. Have them assist other teams to do the same and communicate, communicate, communicate!

In July, Adobe will be running our annual client event ‘Symposium’. I am thrilled this year to see we are running a track that zeroes in on the collective marketing organization and we will be delivering some definitive tools and frameworks businesses can use to become data driven. So please join us for this informative event if you are looking to transform your business.

To register for the Sydney symposium on July 16th click here.
To register for the Singapore symposium on July 18th click here.

* Source: Columbia Business School & NY American Marketing Association, 2012.