Weitere ähnliche Inhalte Ähnlich wie PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little? (20) Kürzlich hochgeladen (20) PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in social media marketing is enough or too little?1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOCIAL IMPACT: How do you know your company’s investment in social media
marketing is enough or too little?
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
ueharap@adobe.com
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
2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Advantage
3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Engage Customers With Personalized Experiences
Connect & Optimize
Streamline Workflow
Manage, Deploy, Engage, ConvertAttract & Acquire Report & Analyze
Adobe® Analytics
Adobe® Experience Manager
Adobe® Social
Adobe® Target
Adobe® Media Manager
Adobe® Creative Cloud
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4 BILLION
4
Number of shares everyday on Facebook
5. © 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
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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
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How Social channel is perceived by the organization (Client-side vs. Agency)
7 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
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How Social channel is perceived by the organization size
(Less than $150m vs. More than $150m)
8 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
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The survey says…
9 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
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What are some challenges in social media marketing?
10 Source: Adobe/eConsultancy Quarterly digital intelligence briefing
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So who should consider adopting social media management technology?
11
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 workflow
Heavy reliance on
people and agencies
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So many technologies are available today
12
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What are Social Management Tools?
13
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
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Tool selection criteria by functionality
14
• 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 influencers
• Sentiment analysis & Listening capability coverage
• Social CRM
• Multilingual support
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Pitfalls to avoid before implementing the technology
15
• 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 find
correlation)
• Understand where you are today and picture what you want to be
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Key questions for your organization
16
• 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 setting 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
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Key take way: Strategy, Process, People and Technology
17
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
• Quantifiable metrics
1
2
3
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Adobe Digital Marketing Forum 2013
18
Date: June 13, 2013
Time: 1:00pm – 6:15pm
Place: Grand Hyatt Tokyo in Roppongi
Free admission
http://admf.adobe.com
Thought provoking key notes &
lots of informative sessions