• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little?
 

PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little?

on

  • 176 views

For companies of all sizes, it is no brainer that having presence in social media space is critical to your business success. ...

For companies of all sizes, it is no brainer that having presence in social media space is critical to your business success.
But many of those companies do not have ability to articulate why social presence is important and how this is impacting their businesses.

Through Sho's presentation, he will demonstrate current trend in social media and challenges social media marketers face. He will also present what technologies are available today to address such issues and how technology can enable companies to justify their investment in social media activities.

Speaker Profile:
Shotaro (Sho) Uehara is a Senior Evangelist and Product Manager at Adobe Systems in Japan & APAC region. In his role, he has responsibility to define and own the product strategy as well as product roadmap in the JAPAC market. Prior to joining Adobe, he held product management & alliance partner positions in Enterprise marketing group at Dell. Uehara holds a MBA from McGill University and a Master’s degree in Information Technology from Waseda University. He is a graduate from California State University, Long Beach where he received a bachelor’s degree in Business Administration, emphasis in business application programing.

Statistics

Views

Total Views
176
Views on SlideShare
176
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little? PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little? Presentation Transcript

    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.SOCIAL IMPACT: How do you know your company’s investment in social mediamarketing is enough or too little?Sho Uehara | Senior Evangelist & Product Manager上原 正太郎デジタルマーケティングプロダクトマネジメントシニアプロダクトマネージャーアドビ システムズ 株式会社〒141-0032東京都品川区大崎1-11-2ゲートシティ大崎 イーストタワーTel+81.(0)3.5740.3249 (Direct)Mobile +81.(0)80.3506-3249ueharap@adobe.comAdobe Systems Co., Ltd.Gate City Ohsaki East Tower1-11-2 Ohasaki, Shinagawa-kuTokyo 141-0032 JapanShotaro UeharaSr. Evangelist & PMJapan & APAC MarketsAdobe Marketing Cloud
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The Adobe Advantage
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Engage Customers With Personalized ExperiencesConnect & OptimizeStreamline WorkflowManage, Deploy, Engage, ConvertAttract & Acquire Report & AnalyzeAdobe® AnalyticsAdobe® Experience ManagerAdobe® SocialAdobe® TargetAdobe® Media ManagerAdobe® Creative Cloud
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.4 BILLION4Number of shares everyday on Facebook
    • © 2013 Adobe Systems Incorporated. All Rights Reserved.Facebook growth5020406080100120140160180024681012141618April May June July August September OctoberJapan USUS penetrationBy population: 54.10%By online users: 70.15%Japan PenetrationBy population: 12.79%By online users: 16.35%SocialBakers.com
    • © 2013 Adobe Systems Incorporated. All Rights Reserved.100% 91% 284% 649% 996%Q3/11 Q4/11 Q1/12 Q2/12 Q3/12In previous years, Social Engagement (likes, shares, & comments) onFacebook has grown 10xSocial Engagement
    • © 2013 Adobe Systems Incorporated. All Rights Reserved.How Social channel is perceived by the organization (Client-side vs. Agency) 7 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
    • © 2013 Adobe Systems Incorporated. All Rights Reserved.How Social channel is perceived by the organization size(Less than $150m vs. More than $150m) 8 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
    • © 2013 Adobe Systems Incorporated. All Rights Reserved.The survey says… 9 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
    • © 2013 Adobe Systems Incorporated. All Rights Reserved.What are some challenges in social media marketing? 10 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.So who should consider adopting social media management technology? 11Inability to measurebusiness impact47% of companies believe they can’tmeasure their return on investment fromsocial media.No marketing ormulti-channel insightsSocial media programs disconnectedfrom systems tracking businessprocesses cannot quantify or qualifyimpact across channel.Disconnected toolsand workflowHeavy reliance onpeople and agencies
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.So many technologies are available today 12
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.What are Social Management Tools? 13Social Advertising:Promote content to Sponsored Stories Ads in a couple of clicksPublishing & Engagement:Create content once and push to all your communitiesGovernance & Administration:Customize security and permissions to work for your teamMeasurement & Analytics :Real-time insights into what’s workingListening & Moderation:Identify trends and keep on top of questions and issues
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Tool selection criteria by functionality 14•  Reporting & Measurement•  Ability to tie social metrics to business conversions•  Mobile access•  Ability to download data in spreadsheet•  Account Management•  Manage multiple accounts on a single platform•  Governance and access level management•  Contents Management•  calendar & scheduling•  Social App creation•  Listening•  Identify trends in social and engage with key influencers•  Sentiment analysis & Listening capability coverage•  Social CRM•  Multilingual support
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Pitfalls to avoid before implementing the technology 15•  Understand your needs and have a clear objective on what youwant to achieve through Social Media activities•  Select technology that supports achieving your goals WHILEallowing some scalability for future initiatives•  Know what insights you want to learn (build hypothesis and findcorrelation)•  Understand where you are today and picture what you want to be
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Key questions for your organization 16•  Do you have a dedicated resource to run social media marketing?•  Do you invest in technology so that effort spent on SMM is measured and tied tokey business goals?•  Start with setting up some key benchmark data point for comparison•  Conversion from Social vs. Search/Display•  Analysis on correlation between social engagement and business results•  How technology investment is helping achieve the key objectives
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Key take way: Strategy, Process, People and Technology17Strategy &PlanningImplementationMeasurementandOptimization•  Best Practices•  Competitive Insights•  Recommended tools &tactics•  Activate tools & resources•  Implement strategy•  Streamline processes•  Deliver insight & analysis•  Optimization tactics•  Quantifiable metrics123
    • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe Digital Marketing Forum 2013 18Date: June 13, 2013Time: 1:00pm – 6:15pmPlace: Grand Hyatt Tokyo in RoppongiFree admissionhttp://admf.adobe.comThought provoking key notes &lots of informative sessions