Embed Size (px)
DESCRIPTION
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.
Citation preview
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social’s Third Wavefrom Listening to Destination to Core Marketing Layer
@jeffreyf
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2
Social listening (blogs & forums)
Social networks
Social Layer
1
2
3
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/28198273@N05/3591371201/
© 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
join Twitter
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does not
join Facebook
Apple … still not
on Facebook
Apple does not
join Twitter
© 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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/invisiblewaves/2949993158/in/photostream
© 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
© 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
© 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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
billionsLet’s look at
web sites over the 2012 holiday season...
of visits to nearly
500 retail
DIGITAL MARKETING BLOG
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL MARKETING BLOG
Source: http://blogs.adobe.com/digitalmarketing/analytics/2012-holiday-shopping-recap/
© 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/3666261790/
© 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
© 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
© 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
© 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
© 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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1.7 billionLet’s examine
visits to225 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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/tinou/506361030/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A first-click attribution
model shows
social to be much more valuablethan typical models suggest
ADOBE DIGITAL INDEX
Source: http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/tonibirrer/177520062/in/photostream/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Traffic volumes of those touched by social are too small to matterSource: http://www.forrester.com/The+Purchase+Path+Of+Online+Buyers+In+2012/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Traffic volumes of those touched by social are too small to matterSource: http://www.forrester.com/The+Purchase+Path+Of+Online+Buyers+In+2012/
© 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_Cap
one,_02-1931_-_NARA_-_541927.jpg
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ogilvy and ChatThreads
400 UScustomersof restaurants
5,295 touchpoint
s
with five restaurant brands across all major types of media.
enlistedapproximately
who tracked and reported
Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The study found that social media exposure
is directly linked
with significantincreases in sales
Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/
© 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/
© 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/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/perspicacious/3415126875/
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.34
Social listening (blogs & forums)
Social networks
Social Layer
1
2
3
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Strateg
y
© 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 / Consideration
Conversion
Efficiency
Customer satisfaction
Wallet-share
Loyalty
Advertising
PRWOM
Online / In-store experienceSegmentation / Personalization
Targeting (Market Research)
OptimizationAnalytics
Internal Collaboration
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer satisfaction
Wallet-share
Loyalty
Advertising
PR
WOM
Online / In-store experience
Segmentation /
PersonalizationMarket research
Optimization
Analytics
Internal Collaboration
Unified customer service experience across channelsTargeted 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 Socia
l Ele
men
ts
© 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)
© 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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Social
Adobe ExperienceManager
Adobe Media Optimizer
Adobe Analytics
AdobeTarget
Adobe SocialSocial capabilities throughout the marketing stack
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social’s Third Wavefrom Listening to Destination to Core Marketing Layer
@jeffreyf
