Joe Martin has a BS in Finance and a MBA in Strategy and Marketing from the University of Utah. He has worked more than ten years in consumer data analysis, corporate strategy, and digital marketing.His analyses have been featured in the New York Times, Wall Street Journal, CNBC, Associated Press, and Forbes. Joe is currently a social analytics lead at Adobe.

1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social research – the new panel
Joe Martin Head of Social Analytics
@joeDmarti

2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Circle of Trust
2
I have already
lost 3 apple
lightning to aux
cords
I am a reformed ski
bum and I once cut
my hair into a mullet
for a week
I’m 12 yrs into
marrying way
above my pay
grade

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Analytics and Research 101
1.Flash updates
1.Photoshop tips and tricks
1.Adobe Experience cloud tracks $8 out of every $10 spent
online.
WHAT IS ADOBE DOING HERE?

4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
World Cup is Huge on Twitter…. in
Japan
Mobile browsing will trump
desktop by the end of 2016,
Adobe says
Online Travel Bookings Expected
To Hit All Time High This Summer:
$54 Billion
New Reddit CEO to users, we’re
cleaning this place up.

5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

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194
0
198
3
200
0
201
7
199
0
198
0
Tech and advertising timeline

7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
1940 1983 2000 2017199
0
1980
1941 First TV ad
Cost $9
2017 Super Bowl Ad - $5.5 million

8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video killed the radio star
Becomes king of advertising for nearly 7
decades
8
194
0
198
3
200
0
201
7
199
0
198
0

9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The PC and Mac are introduced.
The Martin home gets an Apple 11e
Apple now has $250 B in cash and is most
valued company
9
1940 1983 2000 2017199
0
1980

10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
I was born
No global significance at all
Maybe led to an increase in Tweety Bird
popularity
10
1940 1983 2000 2017199
0
1980

11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Zack Morris brought us the cell phone
In 2016 mobile traffic surpasses that of desktop
11
1940 1983 2000 2017199
0
1980

12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Al Gore brings us the internet
People take 6 hours to read the news on dial
up
Americans now spend 10 hours a day with
screen time
12
1940 1983 2000 2017199
0
1980

13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social is born.
Social and mobile account for more than 50%
of digital ad spend by 2017.
13
1940 1983 2000 2017199
0
1980

14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital ad spend overtakes TV for the first time
ever.
14
1940 1983 2000 2017199
0
1980

15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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1 | The new panel
2 | Social data for all
3 | Whats next?

17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The New Panel
Insights to improve customer experience

18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
By 2017, 89% of
marketers expect
customer experience
to be their primary
differentiator.
Source: Gartner 2017

19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Know your customer….

20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Has customer research improved at
speed of of tech?

21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
92%
Marketers say
social is
important to
business
Source: Social Media Examiner,
2015

22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Only 41%
are able too
analyze
social
90%
Marketers say
social is
important to
business
Source: Social Media Examiner,
2015

23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
SOCIAL IS THE NEW PANEL – THE NEW SURVEY – A RAW
AND AUTHENTIC VIEW INTO OUR SOCIAL AUDIENCE

24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: JD Power, Why Social Media Research Should be an Important
Part of your Research Portfolio
J.D. Power
Broad Sampling
Aided
Unaided
Social
Listening
Survey
Focus
Groups
In store
observation
Low High
Consumer Insights
Discovery Research

25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
80M
PHOTOS
POST PER
DAY
500M
TWEETS
55M
PHOTOS
200H
of VIDEO
100M
POSTS
2 Billion+
pieces of user content
posted per day (IDC)

26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What can you do with all of that information?

27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
1 | The new panel
2 | Social data for all
3 | Whats next?

28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social data for all
A true Oprah moment
You Get
Data
And You
Get Data
Data for
everyone

29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
COMMS
67%
Consumers use social
for customer service
needs
Source: JD Power, Why Social Media Research Should be an Important Part of your
Research Portfolio
Source: JD Power, Why Social Media Research Should be an Important
Part of your Research Portfolio

30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social is consuming
comms

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32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

33. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social helps develop customer
profiles for more targeted
marketing

34. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Listening to your customer can help
prevent or contain problems that
occur

35. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What about thought leadership?

36. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Unique data is
the fuel that turns
your content
flame into a fire”
36

37. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
Are Nike, Under Armour, and Adidas
overpaying for college sponsorships?

38. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
24X

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41. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
COMMS
MARKETING
Social Listening Universe

42. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
Audience
Understanding

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Audience
Understanding

44. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
Influencer
and Advocate
Identification

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What is a
New age
influencer?

46. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
What top 10 celebrity influencer beat my movie
prediction?
A: Will Smith
B: Adam Sandler
C: The Rock

47. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

48. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
COMMS
MARKETING
Social Listening Universe
BRAND & BUSINESS

49. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SecurityPrivatsphäre

50. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

51. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Know thy self,
know thy enemy. A
thousand battles, a
thousand victories.“
Sun Tzu

52. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52
1 | The new panel
2 | Social data for all
3 | Whats next?

53. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What’s next?
Predictions for the future of social and marketing

54. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What movie foiled my model?

55. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

56. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
QUESTIONS?
@joeDmarti