Social Marketing at Adobe Summit EMEA 2015

The first few months of the year are often met with a refresh­ing out­look and are viewed by many as a great oppor­tu­ni­ty to rein­vent one­self, as Nina Simone once sang; “It’s a new dawn, it’s a new day, and a new life for me, and I’m feel­ing good!” As 2015 gets into full swing and spring is upon us it can only mean one thing, it’s #Adobe­Sum­mit time!

This year’s Adobe Dig­i­tal Mar­ket­ing Sum­mit is cen­tered around the theme of Rein­ven­tion and invites all of it’s atten­dees to share and explore how Adobe and thou­sands of oth­er busi­ness­es’ are rein­vent­ing them­selves each day to stay tuned to the every chang­ing land­scape of dig­i­tal mar­ket­ing and stay one step ahead of future trends.

Held in the heart of Lon­don, our annu­al dig­i­tal mar­ket­ing con­fer­ence boasts over 135 ses­sions, all designed to help mar­keters con­nect with cus­tomers and each oth­er. Around 5,000 dig­i­tal lead­ers will be there this year, mak­ing Adobe Sum­mit one of the largest con­fer­ences of its kind.

Social Mar­ket­ing track

For our Social track this year we’ve stayed true to the over­all theme, The Jour­ney of Rein­ven­tion, to bring you some fan­tas­tic ses­sions, keynotes and pan­els that’ll be both inspi­ra­tional and infor­ma­tive, allow­ing you to con­nect with some of the lead­ing inno­va­tors and pro­fes­sion­als in the indus­try.

Social net­work­ing is the num­ber one con­sumer activ­i­ty on the web and an increas­ing­ly impor­tant lay­er across mar­ket­ing chan­nels and cam­paigns, yet many mar­keters admit that social efforts are still dif­fi­cult to man­age and mea­sure. Learn about key prac­tices nec­es­sary to cap­i­tal­ize on this evolv­ing space, and walk away with tan­gi­ble strate­gies for cre­at­ing a social mar­ket­ing prac­tice tied to real, quan­tifi­able busi­ness returns. Not just for social mar­keters, this track is designed to help all mar­ket­ing depart­ments iden­ti­fy how to mea­sure the impact of social efforts, inte­grate and acti­vate social con­tent across mar­ket­ing cam­paigns, and use rich social data to opti­mize mar­ket­ing com­mu­ni­ca­tions across the cus­tomer jour­ney.

Here’s a sneak peak at some of the ses­sions and guest speak­ers:

Why social con­tent is (still) king and how to get it right

As your audi­ence inter­acts with more and more brand­ed social con­tent, they demand a lot more from social con­tent mar­keters in terms of rel­e­vance, engage­ment, and qual­i­ty. Learn how mar­keters are evolv­ing their con­tent strat­e­gy to respond to real-time sit­u­a­tions, antic­i­pate and organ­i­cal­ly join con­ver­sa­tions, and lead sto­ry­telling in an authen­tic way. Explore the tac­tics and tools that dri­ve these strate­gies and the results that prove its effec­tive­ness

Join Simon Nichol­son, Social Media Man­ag­er for Adobe EMEA, Becks Mor­ing from Adobe Social, David Ish­er­wood, Glob­al Social Media Man­ag­er for Renault & Fearghal O’Connor from YouTube as we dive deep­er into how con­tent is still king of the social land­scape

Mea­sur­ing social engage­ment in hard num­bers

Social mar­keters have a huge chal­lenge in deliv­er­ing com­pelling con­tent to increas­ing­ly savvy audi­ences, and with more con­tent than ever on social chan­nels it’s dif­fi­cult to gain and hold people’s atten­tion. At the same time we have orga­ni­za­tions with many users, many social chan­nels and a lot of con­tent. So how do we man­age this? How do we win?

Sony PlaySta­tion have faced this chal­lenge head on and togeth­er with Adobe are here to tell the sto­ry of how they did it and share advice, tips and frame­works to help you and your orga­ni­za­tion do the same.

For this ses­sion we wel­come Rober­to Kus­ab­bi, Senior Social Com­mu­ni­ty Man­ag­er at Sony Com­put­er Enter­tain­ment Europe who joins Adobe Social’s Jack Ash­man as they look at social engage­ment in hard num­bers

Social ROI all-star pan­el: Lessons from the front lines

With all the chal­lenges fac­ing social mar­keters today—platform pro­lif­er­a­tion, audi­ence frag­men­ta­tion, ever more com­plex con­tent and scale needs—measuring the ROI and effec­tive­ness of social mar­ket­ing efforts still tops our cus­tomers’ 2015 pri­or­i­ties, as it should. You need to under­stand what’s work­ing to prove the val­ue of what you do and to do more of it. This pan­el brings togeth­er cus­tomers from across indus­tries that are using social data to demon­strate val­ue against real busi­ness met­rics, enrich cus­tomer under­stand­ing and audi­ence seg­men­ta­tion, and opti­mize mar­ket­ing efforts

This fan­tas­tic pan­el will explore Social ROI from every angle with excel­lent guest speak­ers includ­ing our very own Emma Wilkin­son, Head of Com­mu­ni­ca­tions & Social EMEA at Adobe, Dav­ey Stra­chan, Senior Busi­ness Ana­lyst at Shell & Gareth Davies, Head of Dig­i­tal & Social at BSkyB, host­ed by Adobe Social’s Simon Thomp­son

Tell me what you want, what you real­ly real­ly want

Cre­at­ing a great cus­tomer expe­ri­ence is so much more than respond­ing to angry cus­tomers after they’ve already had a hor­ri­ble expe­ri­ence. Cus­tomers tell com­pa­nies what they want — and don’t want — with every­thing from sub­tle hints to angry demands. A cus­tomer tweet­ing at you is an oppor­tu­ni­ty, but at what point is that oppor­tu­ni­ty lost? Twit­ter data helps you under­stand what your cus­tomers want at a macro lev­el and enables you to sur­prise and delight them at a micro lev­el.

Fea­tur­ing Car­men Sut­ter, Prod­uct Man­ag­er for Adobe Social along­side Gem­ma Proc­tor & Joana Geary from Twitter’s Research, Gov­ern­ment & News teams

See you at EMEA Sum­mit! Vis­it the EMEA Sum­mit web­site to book your ses­sions now.

Cov­er image © aaab­bc — Fotolia.com

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