Social's Third Wave: from Listening to Destination to Core Marketing Layer
The first wave of social marketing software let companies listen to their customers, monitor their brands, and inform their market research. The second provided a means to engage consumers and businesses at scale, publishing content and enabling direct interaction across multiple social platforms. The third, just emerging in the past year, will propel brands beyond the platforms themselves, and allow marketers to nuture and capture social's value across numerous aspects of the customer journey, including advertising, on-site and on-premise experience, customer service, and multi-channel interaction. Learn how Adobe is integrating social into data, engagement tools, advocacy distribution, organic sharing, and owned experiences throughout the customer life-cycle, and how this integration will substantially increase social's impact on business operations and value to the organization.
Presenter: Jeff Feldman, Business Development and Strategy, Adobe
Jeff Feldman leads social strategy at Adobe, the global leader in digital marketing and digital media solutions, where he manages Adobe's relationships with its social partners and is responsible for ensuring Adobe Social's access across the ecosystem.
Feldman joined Adobe via its acquisition of Context Optional, a social media management platform, where he served as Vice President of Strategy and spearheaded many of the company's market facing operations. Previously Feldamn led partnerships at Instructables, an online how-to community later acquired by Autodesk, and the consulting and strategic services group at Cymfony, a pioneer in social media analytics, later acquired by TNS. He holds a Bachelor of Science in Economics from the Wharton School of the University of Pennsylvania.
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