0
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social’s Third Wave
from Listening to Destinat...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2
Social listening (blogs & forums)
Social netw...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/28198273@...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook
Apple does
not jo...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook
Apple …
still not...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook
No Twitter
here
A...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/invisible...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012 2011
Source: www-01.ibm.com/software/mark...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012 2011
Source: www-01.ibm.com/software/mark...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Black Friday is
The data set is too
small
tran...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
billions
Let’s look at
web sites over the 2012...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL MARKETING BLOG
Source: http://blogs.ad...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL MARKETING BLOG
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/sarahdeer...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1.7 billion
Let’s examine
visits to
225 media,...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/tinou/506...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A first-click
attribution model
shows social
t...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/tonibirre...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Traffic volumes
of those touched
by social
are...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Traffic volumes
of those touched
by social
are...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit:
http://en.wikipedia.org/wiki/File:Unem...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ogilvy and ChatThreads
400 US
customers of res...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The study found that
social media exposure
is
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
 in spend and
consumption
Integrated social m...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
brand exposure
from social is low
But
Social =...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/perspicac...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.34
Social Layer3
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social
Strategy
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing &
Retention
Strategy
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing
& Retention
Strategy
CLTV
Awareness ...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer satisfaction
Wallet-share
Loyalty
Adv...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.39
Social
Engagement
(marketing)
Community
(IT)...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Marketing Cloud
Customer Acquisition
Cus...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe
Social
Adobe
Experience
Manager
Adobe
Me...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social’s Third Wave
from Listening to Destinat...
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Sponsor Breakfast Presentation by Adobe

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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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  1. 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social’s Third Wave from Listening to Destination to Core Marketing Layer @jeffreyf
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2 Social listening (blogs & forums) Social networks Social Layer 1 2 3
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://www.flickr.com/photos/28198273@N05/3591371201/
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apple does not join Facebook
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apple does not join Facebook Apple does not join Twitter
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apple does not join Facebook Apple … still not on Facebook Apple does not join Twitter
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apple does not join Facebook No Twitter here Apple … still not on Facebook Apple does not join Twitter
  9. 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://www.flickr.com/photos/invisiblewaves/2949993158/in/photostream
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012 2011 Source: www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-cyber-monday.pdf
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012 2011 Source: www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-cyber-monday.pdf
  12. 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Black Friday is The data set is too small transactions aren’t enough!1 million not typical
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. billions Let’s look at web sites over the 2012 holiday season... of visits to nearly 500 retail DIGITAL MARKETING BLOG
  14. 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DIGITAL MARKETING BLOG Source: http://blogs.adobe.com/digitalmarketing/analytics/2012-holiday-shopping-recap/
  15. 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DIGITAL MARKETING BLOG
  16. 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://www.flickr.com/photos/sarahdeer/3666261790/
  17. 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. awareness consideration evaluation visitation conversion retention We all know social isn’t effective at driving last-click conversion
  18. 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. awareness consideration evaluation visitation conversion retention We all know social isn’t effective at driving last-click conversion
  19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. awareness consideration evaluation visitation conversion retention We all know social isn’t effective at driving last-click conversion
  20. 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. awareness consideration evaluation visitation conversion retention We all know social isn’t effective at driving last-click conversion
  21. 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. awareness consideration evaluation visitation conversion retention We all know social isn’t effective at driving last-click conversion
  22. 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1.7 billion Let’s examine visits to 225 media, retail, and travel sites to understand social media's impact on traffic. first click. And lets not focus on last click attribution, but on the ADOBE DIGITAL INDEX
  23. 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://www.flickr.com/photos/tinou/506361030/
  24. 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. A first-click attribution model shows social to be much more valuable than typical models suggest ADOBE DIGITAL INDEX Source: http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html
  25. 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://www.flickr.com/photos/tonibirrer/177520062/in/photostream/
  26. 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Traffic volumes of those touched by social are too small to matter Source: http://www.forrester.com/The+Purchase+Path+Of+Online+Buyers+In+2012/
  27. 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Traffic volumes of those touched by social are too small to matter Source: http://www.forrester.com/The+Purchase+Path+Of+Online+Buyers+In+2012/
  28. 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://en.wikipedia.org/wiki/File:Unemployed_men_queued_outside_a_depression_soup_kitchen_opened_in_Chicago_by_Al_Capone,_02- 1931_-_NARA_-_541927.jpg
  29. 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ogilvy and ChatThreads 400 US customers of restaurants 5,295 touchpoints with five restaurant brands across all major types of media. enlisted approximately who tracked and reported Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/
  30. 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The study found that social media exposure is directly linkedwith significant increases in sales Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/
  31. 31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  in spend and consumption Integrated social media exposure is linked with substantial Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/
  32. 32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. brand exposure from social is low But Social = 5% TV = 24% vs. of all touch points Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/
  33. 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Credit: http://www.flickr.com/photos/perspicacious/3415126875/
  34. 34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.34 Social Layer3
  35. 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social Strategy
  36. 36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing & Retention Strategy
  37. 37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing & Retention Strategy CLTV Awareness / Consideration Conversion Efficiency Customer satisfaction Wallet-share Loyalty Advertising PR WOM Online / In-store experience Segmentation / Personalization Targeting (Market Research) Optimization Analytics Internal Collaboration
  38. 38. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer satisfaction Wallet-share Loyalty Advertising PR WOM Online / In-store experience Segmentation / Personalization Market research Optimization Analytics Internal Collaboration Unified customer service experience across channels Targeted messaging (direct and advertising) to existing customers across channels Retargeting on social channels Engaging content published to social channels Built-in social capabilities to customer experience to encourage sharing Promotions tied to social activity Social experiences to improve authenticity, time on- site, conversion rates, and loyalty Personalization with social data Listening and data mining social networks, blogs, and forums Optimization both on social channels as well as through MTA and reach / frequency tuning Unified reporting including social channels and aggregating paid, earned, and owned. Internal social tools to encourage cooperation and improve corporate efficiency Amplification of advocated messages SocialElements
  39. 39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.39 Social Engagement (marketing) Community (IT) Customer Service Collaboration (IT) Advertising (In-house / media buying agency)
  40. 40. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Cloud Customer Acquisition Customer Conversion Customer Retention Enabling and strengthening each stage of the marketing lifecycle Evaluation Consideration Awareness
  41. 41. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Social Adobe Experience Manager Adobe Media Optimizer Adobe Analytics Adobe Target Adobe Social Social capabilities throughout the marketing stack
  42. 42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social’s Third Wave from Listening to Destination to Core Marketing Layer @jeffreyf
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