Biz Stone and Adobe Social get down to business on Day 2 of the Adobe Digital Marketing Summit 2012
Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn
The day centred on Adobe’s key technology and marketing experts, including John Mellor, VP Strategy & Business Development, who, collectively, shared some of the impressive technological advancements in the world of digital marketing.
We were also very lucky to have Biz Stone, one of the founders of Twitter, at the event providing his views on the ‘Digital Self’ – (a concept I touched on in my blog post, yesterday). Stone’s view is that the ‘Digital Self’ isn’t solely defined by individual employees of a company, but also through the products of a brand and the multiple interactions linked to a particular business.
For example, the Adobe Summit as of today had become its own “Digital Self” – with over 6000 tweets shared in the last 48 hours! We can instigate the ‘Digital Self’ but we cannot create it; it creates itself. External factors, like how people will actually use your products/technologies and what they say about them will actually define your organisation. In this sense, a brand cannot choose its ‘Digital Self’.
So the question is: are you influencing it? I have personally been very engaged in the Summit these last 2 days using Twitter to share my excitement with my followers so I guess that I have influenced the Adobe Summit’s ‘Digital Self’ and I will continue to do that in my every day Adobe life.
In addition to the above concept, Biz had two other pieces of advice to share with the fellow marketers in the room:
- In regards to privacy, if you are not 100% comfortable about sharing your content or data across social media platforms, then don’t. You must define your own boundaries.
- On developing social strategies, a strong recommendation from Biz is to speak and engage with your customers in a most humanly manner as possible. Don’t reach out to them as if you are writing press releases and it is acceptable to show your vulnerabilities. People will appreciate your reaching out to them, even if it’s not perfect.
Following the 45 different breakout sessions throughout the day, I and many other delegates were treated to a very special closing keynote session: an amazing Sneak Peek session, showcasing new Adobe technologies by Adobe’s best Product Developers, including Cathi Kwon, Abishek Pani, John Bates, Cedric Huesler, J.D Nyland and many more. These may never be publicly available (which would be a total shame!) however, the aim of the session was to showcase what’s possible to the delegates.
These incredibly hard-working and inspiring individuals showed us the following sneak peeks:
- Tweet2Win – to help you manage twitter contests
- Project Navigator – for guided analytics
- Social Connect – for simplifying social targeting
- Admania – for better ad segmentation
- Primetime – for real-time video clips and ads via Auditude
- Pinsanity – for deeper analytics and better engagement
- Geo Fencing – clever segmentation targeting
- Sweetlanding – for faster campaign landing pages creation
- Fortune Teller – the next generation sentiment guidance
My three favourites were Geo Fencing, Primetime and Fortune Teller, although all of them were very clever. What an awe-inspiring day from Adobe today. Over 4000 delegates were busily moving from one session to the next, and I must admit that I have greatly benefited from all the spontaneous conversations and networking this event has brought. Thank you to all the amazing speakers and everyone for organising such an impressive event. I look forward to coming back to next year’s Summit in 2013!