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 responsibilities—digital marketers, community managers, customer service, public relations, ad buyers, analysts and others—a 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 company’s 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.
By: Darryl K. Taft / Business Week
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