Forrester Research recently published “The Forrester Wave™: Social Relationship Platforms (SRP), Q2 2013”. Adobe Social was one of just eight vendors selected for evaluation, and received a Strong Performer ranking for version 2.1 of its platform, released in Q4 2012. Across Forrester’s four categories (Risky Bets, Contenders, Strong Performers, and Leaders), Strong Performer was the highest designation given in this evaluation.
So what does this mean? The Forrester report is clear on the fact that “marketers need help managing their branded social presences” and that “social relationship platform vendors offer tools that help marketers efficiently and responsibly expand their social capabilities”. But the Forrester report is equally clear on the fact that there are no clear leaders in the space—many good solutions, yes, but none that get everything right. This represents a big opportunity to fill a leader position by driving innovation and leadership in the market—an opportunity Adobe Social is aggressively pursuing.
Specifically, we are focused on making social media marketing more scalable and more reportable for enterprise companies. And we’re delivering results in the following ways:
- Integrated measurement and reporting: The Forrester report recognized Adobe for its “best-in-class” social measurement capabilities. One of the greatest challenges brands currently face is the ability to effectively measure the impact of their social efforts. Fully integrated with Adobe Analytics, Adobe Social helps connects the dots between social interactions and website activity.
- Strategy and Professional Services: Adobe doesn’t stop with software. The Forrester report gave Adobe Social the highest score possible for professional services, and noted that we view services as “a long-term part of [our] social offering”. We offer strategic guidance and tactical support in areas like social KPI recommendations, competitive analyses, community management and moderation, analytics, and creative.
- Product Strategy: Forrester recognized the strength of Adobe Social’s product strategy, which is focused on extensive partnerships and global, multi-platform delivery. The report stated that being part of Adobe “ensures that [Adobe Social] has all the right partnerships and certifications”. We already have a rich integration with Adobe Analytics and are focused on deeper integrations in the near-term with the rest of the Marketing Cloud, as well as Adobe Creative Cloud.
Of course, there are a few areas in which we can improve, and we are focused on several ongoing efforts and strategic priorities, including:
- Usability and collaboration. Adobe Social 3.0, which will arrive this summer, will unveil a completely overhauled UI, including a mobile-optimized browser experience, optimized collaboration workflows, a feature-rich content calendar, and smarter design and usability across the board.
- Evolving social data to business insight. We’re working to turn the vast amounts of social data we collect into more intuitive, actionable insights for marketers with a new integrated analytics dashboard and smarter data organization and delivery across data sources.
- Account kick-off. We are improving the timing and content of startup training delivery for all customers, and will be offering more ongoing customer training sessions too.
The Wave has also left us with a clear directive: continue to address customer needs and priorities, and drive innovation and success within the SRP marketplace. You can download and read a copy of the full report here.