Download pdf - PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.

SOCIAL IMPACT: How do you know your company’s investment in social media marketing is enough or too li!le? Sho Uehara | Senior Evangelist & Product Manager

上原正太郎

デジタルマーケティングプロダクトマネジメントシニアプロダクトマネージャー

アドビシステムズ株式会社〒141-0032 東京都品川区大崎1-11-2 ゲートシティ大崎イーストタワー Tel+81.(0)3.5740.3249 (Direct) Mobile +81.(0)80.3506-3249 [email protected] Adobe Systems Co., Ltd. Gate City Ohsaki East Tower 1-11-2 Ohasaki, Shinagawa-ku Tokyo 141-0032 Japan

Shotaro Uehara Sr. Evangelist & PM Japan & APAC Markets Adobe Marketing Cloud

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.

"e Adobe Advantage


Engage Customers With Personalized Experiences

Connect & Optimize

Streamline Work#ow

Manage, Deploy, Engage, Convert A!ract & Acquire Report & Analyze

Adobe® Analytics

Adobe® Experience Manager

Adobe® Social

Adobe® Target

Adobe® Media Manager

Adobe® Creative Cloud


4 BILLION

4

Number of shares everyday on Facebook

© 2013 Adobe Systems Incorporated. All Rights Reserved.

Facebook growth

5

0

20

40

60

80

100

120

140

160

180

0

2

4

6

8

10

12

14

16

18

April May June July August September October

Japan US

US penetration By population: 54.10%

By online users: 70.15%

Japan Penetration By population: 12.79%

By online users: 16.35%

SocialBakers.com


100% 91% 284% 649% 996%

Q3/11 Q4/11 Q1/12 Q2/12 Q3/12

In previous years, Social Engagement (likes, shares, & comments) on Facebook has grown 10x

Social Engagement


How Social channel is perceived by the organization (Client-side vs. Agency)

7 Source: Adobe/eConsultancy Quarterly digital intelligence brie!ng


How Social channel is perceived by the organization size (Less than $150m vs. More than $150m)



"e survey says…



What are some challenges in social media marketing?



So who should consider adopting social media management technology?

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Inability to measure business impact 47% of companies believe they can’t measure their return on investment from social media.

No marketing or multi-channel insights Social media programs disconnected from systems tracking business processes cannot quantify or qualify impact across channel.

Disconnected tools and work!ow

Heavy reliance on people and agencies


So many technologies are available today

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What are Social Management Tools?

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Social Advertising：

Promote content to Sponsored Stories Ads in a couple of clicks

Publishing & Engagement： Create content once and push to all your communities

Governance & Administration： Customize security and permissions to work for your team

Measurement & Analytics : Real-time insights into what’s working

Listening & Moderation： Identify trends and keep on top of questions and issues


Tool selection criteria by functionality

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•  Reporting & Measurement •  Ability to tie social metrics to business conversions •  Mobile access •  Ability to download data in spreadsheet

•  Account Management •  Manage multiple accounts on a single platform •  Governance and access level management

•  Contents Management •  calendar & scheduling •  Social App creation

•  Listening •  Identify trends in social and engage with key in#uencers •  Sentiment analysis & Listening capability coverage

•  Social CRM •  Multilingual support


Pitfalls to avoid before implementing the technology

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•  Understand your needs and have a clear objective on what you want to achieve through Social Media activities

•  Select technology that supports achieving your goals WHILE allowing some scalability for future initiatives

•  Know what insights you want to learn (build hypothesis and !nd correlation)

•  Understand where you are today and picture what you want to be


Key questions for your organization

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•  Do you have a dedicated resource to run social media marketing?

•  Do you invest in technology so that effort spent on SMM is measured and tied to

key business goals?

•  Start with se!ing up some key benchmark data point for comparison •  Conversion from Social vs. Search/Display •  Analysis on correlation between social engagement and business results •  How technology investment is helping achieve the key objectives


Key take way: Strategy, Process, People and Technology

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Strategy & Planning

Implementation

Measurement and

Optimization

•  Best Practices

•  Competitive Insights

•  Recommended tools & tactics

•  Activate tools & resources

•  Implement strategy

•  Streamline processes

•  Deliver insight & analysis

•  Optimization tactics

•  Quanti%able metrics

1

2

3


Adobe Digital Marketing Forum 2013

18

Date: June 13, 2013

Time: 1:00pm – 6:15pm

Place: Grand Hya! Tokyo in Roppongi

Free admission

h!p://admf.adobe.com

"ought provoking key notes &

lots of informative sessions