pcc#105 pt2. social impact: how do you know your company's investment in social media marketing...
DESCRIPTION
For companies of all sizes, it is no brainer that having presence in social media space is critical to your business success. But many of those companies do not have ability to articulate why social presence is important and how this is impacting their businesses. Through Sho's presentation, he will demonstrate current trend in social media and challenges social media marketers face. He will also present what technologies are available today to address such issues and how technology can enable companies to justify their investment in social media activities. Speaker Profile: Shotaro (Sho) Uehara is a Senior Evangelist and Product Manager at Adobe Systems in Japan & APAC region. In his role, he has responsibility to define and own the product strategy as well as product roadmap in the JAPAC market. Prior to joining Adobe, he held product management & alliance partner positions in Enterprise marketing group at Dell. Uehara holds a MBA from McGill University and a Master’s degree in Information Technology from Waseda University. He is a graduate from California State University, Long Beach where he received a bachelor’s degree in Business Administration, emphasis in business application programing.TRANSCRIPT
© 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
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"e Adobe Advantage
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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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
4 BILLION
4
Number of shares everyday on Facebook
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Facebook growth
5
0
20
40
60
80
100
120
140
160
180
0
2
4
6
8
10
12
14
16
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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 brie!ng
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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 brie!ng
© 2013 Adobe Systems Incorporated. All Rights Reserved.
"e survey says…
9 Source: Adobe/eConsultancy Quarterly digital intelligence brie!ng
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What are some challenges in social media marketing?
10 Source: Adobe/eConsultancy Quarterly digital intelligence brie!ng
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
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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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
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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