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© 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
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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