The document discusses Adobe's approach to overcoming disillusionment with corporate social media. It outlines Adobe's vision of being the most social brand to better serve customers. Adobe aims to integrate social media across its business functions like marketing, PR, support, and product development. It achieves this through meaningful content, compelling activations, and activating employees as advocates. Adobe measures the impact of its social media efforts on metrics like traffic, subscriptions, leads, and workforce engagement. Its approach focuses on content, activations, distribution, and internal support through enablement and governance.
Social Media Bootcamp 2013
Cory Edwards-Adobe Presentation
Adobe's Journey:>From Social as an After-Thought to an Integrated Social Business Framework that Scales
How to drive a Social Business Adoption and what is the leverage of embedding Social Platform at the heart of Business.
Guest Speaker: Michael Martine, Director, Supply Chain Transformation at IBM
SharePoint Fest Chicago DEV 201 - Beyond Responsive Designjumboj35
From the high level executive strategy to the implementation details, you will walk away from this session with the knowledge and excitement on how to not just make SharePoint responsive, but how to put it into the center of your modern web development and mobile application strategy.
IBM ConnectED 2015: IBM's Social Business TransformationEd Brill
IBM pioneered the concept of social business - an organization whose culture of participation and systems of engagement encourage groups of people to drive specific business outcomes. In this presentation, IBM Vice President Ed Brill describes the organization's progress on its social business journey. Real examples of how IBMers are driving innovation, speed,agility, client satisfaction, and employee engagement through the use of IBM Connections and other social tools are included, along with discussion of how to measure the business outcomes from internal social.
Social Media Bootcamp 2013
Cory Edwards-Adobe Presentation
Adobe's Journey:>From Social as an After-Thought to an Integrated Social Business Framework that Scales
How to drive a Social Business Adoption and what is the leverage of embedding Social Platform at the heart of Business.
Guest Speaker: Michael Martine, Director, Supply Chain Transformation at IBM
SharePoint Fest Chicago DEV 201 - Beyond Responsive Designjumboj35
From the high level executive strategy to the implementation details, you will walk away from this session with the knowledge and excitement on how to not just make SharePoint responsive, but how to put it into the center of your modern web development and mobile application strategy.
IBM ConnectED 2015: IBM's Social Business TransformationEd Brill
IBM pioneered the concept of social business - an organization whose culture of participation and systems of engagement encourage groups of people to drive specific business outcomes. In this presentation, IBM Vice President Ed Brill describes the organization's progress on its social business journey. Real examples of how IBMers are driving innovation, speed,agility, client satisfaction, and employee engagement through the use of IBM Connections and other social tools are included, along with discussion of how to measure the business outcomes from internal social.
Organizations need to follow a mobile-centric design paradigm to reach today’s customers. Responsive web design is just one element in today’s web designers’ toolbox. This presentation, given at IBM Smarter Commerce Conference 2014 by CoreMedia’s Jochen Toppe discusses the challenges today’s web designers and marketers face, and offers an in-depth look at real-world requirements, potential pain points, and solutions.
Why You Should Choose React Native For Developing an MVP Amidst COVID-19?Katy Slemon
Choose React Native for developing an MVP to excel your business amidst COVID-19 and breach through the crisis to develop a cross-platform app on-time and budget.
The LinkedIn Executive Playbook: Discover Your Path to Social LeadershipSara Jones
I created a playbook specifically designed for top executives to help them rise to new heights as a social leader and enable deeper engagement with their customers, employees and peers.
Across industries and around the world, leading executives are using social media to gather essential business intelligence and consider their participation in these networks as fundamental to their role.
Cambiamos la política o la política nos cambia VarMedPR
Healthcare Innovation Summit 2016: Dr. Jose Vargas from Iniciativa Comunitaria provides a powerful talk that invites more participation in policy that affects population health. His extraordinary work has impacted many of the most vulnerable individuals, people some health services don't even want to service.
Organizations need to follow a mobile-centric design paradigm to reach today’s customers. Responsive web design is just one element in today’s web designers’ toolbox. This presentation, given at IBM Smarter Commerce Conference 2014 by CoreMedia’s Jochen Toppe discusses the challenges today’s web designers and marketers face, and offers an in-depth look at real-world requirements, potential pain points, and solutions.
Why You Should Choose React Native For Developing an MVP Amidst COVID-19?Katy Slemon
Choose React Native for developing an MVP to excel your business amidst COVID-19 and breach through the crisis to develop a cross-platform app on-time and budget.
The LinkedIn Executive Playbook: Discover Your Path to Social LeadershipSara Jones
I created a playbook specifically designed for top executives to help them rise to new heights as a social leader and enable deeper engagement with their customers, employees and peers.
Across industries and around the world, leading executives are using social media to gather essential business intelligence and consider their participation in these networks as fundamental to their role.
Cambiamos la política o la política nos cambia VarMedPR
Healthcare Innovation Summit 2016: Dr. Jose Vargas from Iniciativa Comunitaria provides a powerful talk that invites more participation in policy that affects population health. His extraordinary work has impacted many of the most vulnerable individuals, people some health services don't even want to service.
Determinantes sociales de la salud y características de una muestra de “super...VarMedPR
Healthcare Innovation Summit, Puerto Rico 2016: Mariela Maisonet-Alejandro comparte su investigación sobre los determinantes sociales del estado de salud de muchos pacientes y cómo la situación social de un individuo impacta directamente su salud. Mariela Maisonet-Alejandro shares insights on social determinants of health, as investigated on a super-utilizer population.
Simon Morris, Director, Demand Marketing EMEA, Adobe
Mike Stamp, Head of Talent, EMEA, Adobe
Employment branding is far more than just the role of marketing. With employees now more socially relevant than the CEO, companies need to enable and empower their employees to be active on social media on behalf of the brand. To do this effectively, there needs to be a shift from storytelling to employee evangelism by training and socially enabling employees to be social brand champions. In this session, hear from Simon Morris, Adobe's Director of Demand & Content Marketing who will discuss the digital transformation journey that Adobe has been on over the last few years and Mike Stamp, Head of Talent EMEA, who will discuss how they’ve made a shift at Adobe, enabling employees across the company with social expertise and encouraging them to be advocates for the brand. You’ll learn how to establish a social culture with enablement best practices and training programs for employees, and how to measure the impact of their efforts in a way that provides meaningful bottom-line business results.
Connected Experiences: From Websites to Wearables to WhateverRebecca Lieb
Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds. How marketing is evolving to create connected customer experiences, the risks and rewards to marketers of doing so, and how to start the journey.
PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in soci...Gary Wang
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.
Managing Customer Experience in Multichannel Environmentscreuna_fi
Customers are shopping everywhere today – at home, on the subway, anywhere they feel like doing it. How can you make the most of your customers' interaction to give them the best possible experience on your shopping site regardless if it's in a browser, on a mobile phone or on a tablet?
Rob in der Maur, Digital Marketing Specialist, Adobe
Presentation from RTP AEM/CQ5 meetup by Mathias Siegel. Mathias is a Senior Product Manager at Adobe working on Adobe Experience Manager. In this presentation, he provides overview of AEM 6.0, some of its new features and how it fits within overall Adobe Marketing Cloud.
Add rocket fuel to your digital marketing (Innotech Austin 2014)Ed Hewett
Devices have changed, marketing has evolved, and customers are speaking out; but are we listening? Marketers faced with accelerating complexity and competitive forces may find it difficult to tune in. Luckily, we can close the gap—digital marketing technologies ignite opportunities presented by the evolving digital world.
In this session we review how to:
·improve connectedness with customers
·integrate customer touch points
·simplify the message
Organic efforts alone is no longer enough to maintain your brand presence on Facebook. Learn from Adobe social media advertising expert how to use paid advertising within social media to improve your reach and engagement on Facebook.
Adobe Experience Manager Vision and RoadmapLoni Stark
Keynote I gave at the EVOLVE 2015. The presentation provides context on where we are world-wide in our digital transformation, key trends driving innovations in Adobe's digital experience management solution and the product themes for 2015.
WHY ISN’T MIDDLE EAST B2B COMPANIES SOCIAL MEDIA STRATEGY FIRING????Browne & Mohan
This presentation will give you a deeper insight about the Current B2B Social media trends/Challenges in the Middle East. And also provide a sturdy process framework to overcome these challenges.
La trasformazione digitale è una questione di customer experience e d’innovaz...InSide Training
Lo speech di Annasara Bonandrini (Marketing Manager Italy & Iberica) e Nicola Bugini (Territory account executive Italy) a Creativity Day 2016, tappa di Napoli.
This presentation covers brand content, managing brands, North Plains Systems' technologies for creative production and an introduction to On Brand brand management features and functionality.
The effective management of brands is increasingly challenging due to the proliferation of media channels, the need to effectively manage global brands and deliver consistent but often localized messaging. On Brand is designed to address these challenges by empowering teams to control, protect, create and collaborate on all aspects of their brand through a simple and intuitive modular cloud-based solution. On Brand’s functionality enables and facilitates the creation of multiple brand interfaces, asset management, brand guidelines, creative approval, campaign management and resource management. Related topics covered include Brand Management, Digital Asset Management and Marketing Resource Management.
Build Engage Recruit - How to Build your Talent BrandLinkedIn Europe
Your marketers and sales people think and work entirely differently than they did 10 years ago. Has your approach to hiring also changed?
Your competitors are no longer content to rely on active job seekers. Companies are now able to build their brand online, engage top talent and recruit the most talented people.
In this presentation, we discuss:
- How to build your brand online
- How to engage your audience
- How to recruit top talent
Similar to Fighting Disillusionment with Corporate Social Media (20)
We had an awesome event on February 19th, 2020 talking all about PPC marketing with Kyle Shurtz from Avalaunch Media and Navha Hopkins from Hennessey Digital.
Learn more about our events at https://www.utahdmc.org/
Cory Henke
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
The only constant in our industry is change, and what I have seen change more than anything is our consumption of media specifically on mobile within platforms. In our session, we will explore organic and paid strategies as well as case studies via PowerBI dashboards custom-built for the Utah DMC. Moreover, we will take a look at creative, primarily vertical and similar to previous presentations we will compare, contrast, and evaluate data insights that uncover a story about human behavior.
Session takeaways:
Organic & Paid Instagram Strategies & Implementation
The value of data analysis and dashboard visualization
A deeper understanding of the value of Instagram and capability for building a brand
Audience development & retargeting strategies
Dennis Yu
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Double your remarketing conversion rates, turn Facebook into your PR machine, make your company look way bigger than it is, get your way effortlessly in that customer service problem, get the job you want, or drive awareness of a new product.
You don't have to be a programmer, have a big budget, or have a lot of marketing experience. This is about using the "dollar a day" technique to make Facebook work for you. Also known as the "influence the influencer" or "Inception" approach, these 6 phases are evergreen, meaning you can let them run forever.
In this session, we will share examples of applying these techniques and the strategy behind them.
Susan Wenograd
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell. We have to change what we have been doing in the past.
Learn how to approach creating effective Facebook ad funnels. This session will be filled with actionable content that will help you change what you've been doing for the better.
Marcus Sheridan
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Studies have shown that by the year 2019, 80% of all content consumed online will be video-based content. With such a dramatic trend, what is your business or organization doing to not only meet the demands of today's buyer but to also stay ahead of the marketplace and be prepared for what is next? In this action-packed keynote, Marcus Sheridan will show powerful stories of how B2B and B2C companies are using video to not only build their brand but significantly drive sales and marketing revenue in the process. Sheridan will also discuss exactly how any organization, regardless of size, can develop its own culture of video and experience incredible results.
See what type of video content does and does not move the needle in terms of sales and revenue.
Discover how to integrate video into the sales process to improve closing rates while decreasing sales cycles.
Learn how to set up an in-house "media company" and engage your team in the process.
And much, much more!
Scott Paul
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
We will discuss the evolution of influencer marketing over the last decade and what works today that didn’t work last year. We will show you how you can recruit your customers to be your best advocates and reach more people than influencers in an authentic way. Learn Tips and tricks on free and paid tools to start influencer marketing program at your company today.
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
Neil Patel
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Neil Patel breaks down where digital marketing is headed and what you need to do to ensure your success.
Michelle Morgan
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Lead generation presents different challenges than Ecommerce. The sale isn’t made in an instant on a website. We have to offer, show, and then deliver on value through a sometimes lengthy buyer journey, all while competing for our audience’s attention against distractions and competitors and also making sure they’re a good fit for our customer base. In this session, we take a step away from the keyword and bidding strategies and focus on the parts of lead generation campaigns that can help drive higher lead counts, better quality leads, and propel users through to customer.
Ian Lurie
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Marketing. Dungeons & Dragons. They aren’t that different. Seriously: Follow Ian on this quick romp through the world of role-playing games and how they teach you to be a better marketer.
Session Takeaways:
What a “niche” really looks like
Basic marketing math (what’s a click worth?)
Why return on time invested is the most important marketing metric
The best thing about marketing
Duane Forrester
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
How Machine Learning is Changing the Landscape of Search, Discovery and Engagement
Today’s consumers have more choices than ever and are less brand loyal than at any point in history. We’ll examine pivotal inflection points driven by consumers that influence search and data discovery. These directly affect what search engines rank and show in results, so you need to know what you can control and influence. Data about your business, products, and services remains one key area under-explored by most businesses, and digital knowledge management is proving to have a deep impact on consumer engagement, revenue, and business success.
Drew Breunig
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Have you ever wished you could target audiences using their behaviors in the real world, the same way you might retarget based on the websites they visit or the content they view? With location intelligence you can do exactly that. In 30 minutes we'll make a complex subject simple as we take a whirlwind tour of location data -- how it's made, how it's processed, and how it's used -- so you can start using it in your marketing tomorrow.
Session Takeaways:
Learn how a phone figures out where it is and how that data is shared
Understand what location data can and can't do, so you can decide if it's relevant to your needs
See how marketers are using location data today to increase the relevancy of their campaigns
Discovery how you can leverage this data tomorrow
Dan Gingiss
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
In this fun and engaging session, you will learn why there’s no such thing as an “offline” experience anymore, simple and inexpensive ways that companies can improve customer experience to create raving fans, and why your customers crave 1-to-1 engagement – especially in social media. You’ll see dozens of real-life examples of companies using customer experience to make the brand lovers louder than the haters, and you’ll leave inspired to do the same for your own customers.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Dale Nguyen presented: Developing a Data-Driven Link Building Strategy Using Google, Competitor, & Industry Insights
Francois Goube presented: What I learned from crawling 10 billions of Pages and analyzing 5 Trillions of log lines.
For full recaps of this and past events, head on over to utahdmc.org
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Mark Irvine presented: Search and Social: 3 Tricks to Make Your Advertising Work Better Together
Simon Poulton presented: Democratizing Attribution: Understanding the incremental impact of your digital marketing
For full recaps of this and past events, head on over to utahdmc.org
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The disruption of our computing and business landscape has led to one of today’s top buzzwords: “digital transformation.” Digital transformation is a massive dynamic that affects virtually every part of your business: processes, infrastructure, systems, business models, go-to-market strategies and customer touchpoints. Everything is digital, and digital has changed everything.
[CLICK TO BUILD]
All of these dynamics are important, but we at Adobe believe that standout customer experiences are the linchpin for driving meaningful, measurable impact and transforming how you do business.
Standout and effective experiences have become more critical than ever in today’s market landscape.
Powerful experiences change the way we interact, entertain, work, and relate to the world around us. It can be one to one – friends, family, co-workers –collaborating together or engaging on social media Or one to many – business to consumer, business to business, teacher to students, government to citizen, artist to audience.
Experiences are how you can break through the noise and make an impact.
What makes a great customer experience?
A great experience shares four critical qualities:
It is compelling to capture customers’ interest and draw them in. It needs to look beautiful, be dynamic and display perfectly across devices. For example – a Starwood-Marriott Hotels campaign has a few seconds to grab the consumer’s attention and get them thinking about a tropical vacation before they click away.
It is personal so it understands who the customer is, where they are and what they like. For example – Coca-Cola remembers a consumer’s favorite mix and serves it up on their custom soda machine with one click.
It is useful so people can get things done faster, wherever they are, so they can move to the next thing. For example – we allow someone to sign a contract on a mobile device, from a train, without paper copies and courier services.
And it is everywhere so customers can be reached at the moment where they are working, reading, watching, purchasing or doing whatever else it is that you as a business want to touch. Whether they are in a store, on their mobile device, or using a dashboard in their car – you need to be there.
If we take this idea of a trough seriously from the Hype Cycle – then I believe that the slop in the trough that is so enticing as practitioners is still the shiny objects and cool new trends we want to pursue. Even though analysts have warned us against this mentality, we continue to make our way back to the trough that’s full of cool new trends --- when we should be focused on using social to support the jobs that need to be done.
But how are brands getting into the trough to start with?
- There is this magnetism of sorts that attacks us like pigs to slop in the trough…and it’s often the trends.
Our social media vision is to be the most social brand in order to better serve our customers.
Let’s read a quick quote from Shantanu, “whether it’s Facebook, Twitter or Pinterest, you have to go to your customers or they won’t come to you.”
Adobe’s social media vision allows us to 1.) support our corporate strategy (across business units and functions) and 2.) grow to be a socially enable business. In order to achieve this we need to activate a social employee culture where we are listening to our customers, adding value to our customers and prospects by sharing relevant content insights and responding to customer inquiries, needs and requests.
And just as social media has gone beyond marketing in the industry so too has Adobe’s program become a Social Business. Social media is now woven into the fabric of our organization. It may have started for us in PR and Marketing but it has become integrated across customer support, HR, Sales and product development.
There are a few things that I think are helping us to avoid the trough of disillusionment. It helps to have a CEO who is asking us to become one of the most social brands in the world and a CMO who demands greatness in our efforts. But apart from that, there are four key points I’ll focus on for the rest of my presentation that fit organizationally in two buckets. BU social focused on content & activations. But how we complement that approach through our center of excellence that is actively trying out new things that could help the business & doing it with an eye toward business metrics.
Set up
From the trough of dillusionment to the slope of enlightenment.
Perhaps like you, Adobe has a variety of platforms where our content lives. A key part of our social media program going forward is to find the right synergies between the social team, our PR team and our marketing teams as we create content that is both of the evergreen variety that relates to key business topics, but also to create real-time content based on what is happening in the world which is relevant for Adobe to talk about. We’re in the process of trying to create greater editorial rigor around our various content sites to support the already ambitious processes we have for producing, distributing and amplifying content.
-- Let me share one specific example with you…this SME Activation Program.
Relate to them
Finding synergies between teams & editorial process
Evergreen & real-time content
SME Activation
As part of our social media program, we’ve created an internal operation that activates subject matter experts across the company as bloggers. What’s unique about this program is that we’re using processes that scale to allow for hundreds of SMEs to participate. We give these SMEs writing resources to speed the process of writing new blog posts. Our efforts to create content through this program has resulted in 800 pieces of original content in the past year which has been placed on our internal blogs, but also picked up by the likes of HBR or The Economist. But we’re also tracking just how successful these blog posts are in not only raising awareness or building the brands of our thought leaders, but in driving traffic back to our solution pages and ultimately driving leads. A glance at the whole of our MQLs unveils that nearly 1/3 of our leads of our Marketing Cloud solutions have now read our SME produced posts.
- SMEs
Scale
Writing Resources
But meaningful content is more than regular evergreeen blog posts on key topics to the business an industry…it’s also participating in real-time conversations in the world as they happen in a manner that is relevant. Consider as an example our experience with the dress? How many of you saw Blue/Black…. or saw (or still see) while and gold? For us, a simple way to join was to share how one of our customers had used our Adobe Color app to identify the true color. This fairly simple effort to join the conversation just as it was becoming a hot thing to talk about couldn’t have gone better for us…
Evergreen v. real-time content
Highlighting our customer
One of the things this taught us was the value of being nimble when looking for real-time marketing.
The impact that some of these real-time marketing campaigns can have
Compared to Oreo
Next up: Compelling activations. Avoiding the trough of disillusionment for Adobe has meant an almost incessant desire from the business to use social to do stunts and activations (both in person and online). We did a great deal of research to understand what the key factors were behind the industry’s most compelling activations. We found that while there is no silver bullet the most effective stunts have some common elements.
They are very simple to grasp
They evoke emotion – enough to cause a passive recipient to take action as in sharing
They might be participating – engaging viewers to take part before passing it on.
They’re the inspired by the now – real time or first of its kind
The ability to spread – a combination of the elements above or a very integrated approach across paid and earned marketing
What are the kinds of activations we’re doing? They’re simple things….like paper cuts. In connection with our recent document cloud launch we have created some online and offline plays on how Adobe Document Cloud is helping to eradicate the miserable paper cut.
- 1000s of tweets each day about paper cuts.
We’ve found that many of our most successful social stunts combine the online social world with some off-line in person component at various industry events. Our Field Marketing team has become some of our greatest admirers as we’ve given them massive uplift in their efforts to drive interest.
This is the # of badge scans we had during several events during the past 6 months…
First – social media is a hungry beast and we need to feed it daily – not just occasionally. Here’s a snapshot of our social media channels – for every major product and brand we have a presence on each of the top networks. This requires tailored content for each channel and monitoring everyday. So imagine for Photoshop, Creative Cloud etc – we have 7 channels that we need to feed and engage with daily. Social is a hungry beast and we’re always looking for inspirational, educational engaging content that delights our audiences and is visually up to standard of our brand.
In all we have a total of 345 accounts as of December
Platform
No of Accounts
Twitter 153
Facebook 87
YouTube 33
LinkedIn 25
Google+ 24
Pinterest 7
Instagram 6
Vine 5
Weibo 3
Kaixin 1
RenRen 1
There are a few things that I think are helping us to avoid the trough of disillusionment. It helps to have a CEO who is asking us to become one of the most social brands in the world and a CMO who demands greatness in our efforts. But apart from that, there are four key points I’ll focus on for the rest of my presentation that fit organizationally in two buckets. BU social focused on content & activations. But how we complement that approach through our center of excellence that is actively trying out new things that could help the business & doing it with an eye toward business metrics.
Set up
From the trough of dillusionment to the slope of enlightenment.
You’re looking at data from the Edelman’s trust barometer – survey that goes out to determine who consumers trust from big companies – it’s overwhelming that employees are trusted more than any other position for almost every topic.
Moving from Social Shift defining only Social Media training and rather truly infusing social media into the fabric of the way we do business. Shifting the way Adobe does business.
Educate, activate, advance
Look at other brand channels (other than just the Adobe channels) for the 4x engagement metric
The Vision
For FY15, the sales people who participated in social selling achieved 112.57% attainment as a group. Those who didn’t achieved 61.31% attainment.
For FY15, 43.55% of the sales people achieved greater than 100% of their attainment. Only 12.73% of those who didn’t achieved greater than 100% of their attainment.
Metrics that matter don’t simply matter to the social team, they matter to broader marketing efforts and ultimately the business objectives. Adobe is spoiled in some respects by the fact that we have a social media analytics team that is able to help us really understand the value that social media plays to driving business level KPIs such as web traffic to solution pages, product trials or downloads, and leads via online inquiries.
Metrics that matter to me & the business
But metrics that matter should be used more broadly as social permeates the business. Businesses who avoid the trough of disillusionment with social media are uncovering the value that social brings to its HR or recruiting efforts, employee branding, support, sales, and even product development.
Often social sits in the trough because of too great a focus on social marketing. We’re trying to expand into the other business functions and maintain a metrics that matter mindset.