At its Adobe Digital Marketing Summit, Adobe Systems introduced Adobe Social, a new product that simplifies social marketing and adds analytics to the mix.
SALT LAKE CITY
Adobe Systems(Nasdaq:ADBE) has today introduced Adobe Social, a new
product to simplify social marketing for digital media professionals.
Adobe
announced the product at its Adobe Digital Marketing Summit 2012 here. The
offering is part of the Adobe Digital Marketing Suite. Adobe Social combines
social publishing and engagement with monitoring, social ad buying and
analytics that can attribute social activity to business results.
Adobe is
giving those with social marketing responsibilitiesdigital marketers,
community managers, customer service, public relations, ad buyers, analysts and
othersa single platform to align and collaborate around the management,
measurement and optimization of their social media strategies, and does so in
the context of all other digital marketing efforts, the company said.
The sheer
scale of word-of-mouth that can be accomplished on social media can become a
powerful boost or tragic descent for any company and is best managed if a
companys social marketers are in lock-step, Brad Rencher, senior vice
president and general manager, Digital Marketing Business, Adobe, said in a
statement. Adobe Social brings to social marketing the control and
accountability expected across other digital channels. The ultimate aim is to
help social media as a marketing channel mature and prove its worth alongside
other digital marketing investments.
Adobe Social
builds on the social media management technology Adobe acquired earlier this
year as part of the Context Optional/Efficient Frontier acquisition, as well as
the social media monitoring and analytics of Adobe Social Analytics. Adobe
Social will expand this year with additional social marketing features as well
as integrations with other products within the Adobe Digital Marketing Suite.
With Adobe
Social, digital marketers can now accomplish the following with a single
product:
¢ streamline
and centralize publishing across social platforms;
¢ automate
targeting and personalization of content and experiences in social applications
and across social platforms;
¢ seamlessly
integrate Sponsored Story ad creation within the publishing workflow to
maximize the reach of important content and campaigns;
¢ monitor and
moderate conversations both within your communities and anywhere it happens on
the social Web;
¢ import
analytics data from Facebook, Twitter, Pinterest, Google+, blogs and other
social platforms into Adobe Social and tie social activities to business
results;
¢ identify and
engage key influencers to drive positive conversations about your brand;
¢ monitor the
sentiment of conversations and receive alerts on relevant trends;
¢ easily
create and deploy social apps, such as contests or forms, without the need for
design or development resources; and
¢ directly
measure across the customer journey how social media interactions and
engagement drive purchase behavior.
The
capabilities of Adobe Social are complemented by technology acquired from Efficient
Frontier, which brings social ad buying and social campaign optimization to the
Adobe Digital Marketing Suite, Adobe officials said. This technology provides
multichannel campaign management and optimization across the leading digital ad
marketplaces. In addition to search, display and Facebook support, the former
Efficient Frontier technology now supports campaign management and optimization
capabilities for LinkedIn Ads.
"In our
industry, fans have tremendous passion about the artists they love to see and
the shows they attend, said Gretchen Fox, vice president of Social Media at
LiveNation, in a statement. Our goal with social media is to engage with our
fans and give them ways to connect with each other around their concert
experiences. The ability of Adobe Social to reveal deeper connections across
the social activities of our fans and manage key business results and hundreds
of Facebook pages and Twitter profiles across a single platform is incredibly
valuable."
With social
marketing, companies are building awareness and relationships, driving
engagement and transactions and creating loyalty, Mary Wardley, IDC program
vice president for CRM Applications, said in a statement. Unfortunately, this
is often a siloed and disjointed effort, in no small part because companies are
using point products for different pieces of social marketing. The ability to
manage all aspects of social marketing in a manner that allows for the ability
to measure performance alongside other digital marketing initiatives should be
a goal for every digital marketer serious about social.
Adobe Social,
a new offering within the Adobe Digital Marketing Suite, will be available in
the latter half of 2012.
Darryl K. Taft covers the development tools and developer-related issues beat from his office in Baltimore. He has more than 10 years of experience in the business and is always looking for the next scoop. Taft is a member of the Association for Computing Machinery (ACM) and was named 'one of the most active middleware reporters in the world' by The Middleware Co. He also has his own card in the 'Who's Who in Enterprise Java' deck.
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