Adobe Social is now featuring integration with Flickr, Foursquare, Instagram and LinkedIn, in addition to social predictive publishing capabilities, a mobile user interface, streamlined reporting, and new collaborative features. It is actually the first solution specifically designed to leverage the new Adobe Marketing Cloud interface, which enables on-the-go marketing capabilities from any device.
Adobe Social, a key element of Adobe Marketing Cloud, enables marketers to scale social marketing across their organizations, listen and respond to customer conversations, and connect the dots between social interactions and business results.
“Today’s social marketers are challenged to validate their social spend,” said Bill Ingram, vice president of product management, Digital Marketing, Adobe“, “Adobe Social makes it easy to measure business impact from social campaigns and use that data to optimize strategy in a highly visual format”, he concluded.
Evaluation of Social Data
On a daily basis, social marketers attempt to listen to the vast amounts of available social data, use that data to publish compelling content and then create better digital experiences for their audience. At the same time, they look to foster two-way conversations with customers and prospects to nurture these relationships. And they need to do all of this across an ever-growing number of social platforms.
With that in mind, Adobe Social is now integrated with Flickr, Foursquare and Instagram, which complement existing integrations with Facebook, Google+, Reddit, Tumblr, Twitter, YouTube, and many more to offer the most comprehensive understanding of social conversations, consumer behavior, and real-time trends.
The addition of Foursquare is unique as Adobe Social is the first to capitalize on the social network’s exclusive partnership with leading data provider, Gnip, to leverage the full fire hose of Foursquare’s check-in data.
Access to local-mobile data will help social marketers understand the movement in customer check-ins, the competitive landscape, and how localized marketing initiatives align with specific venue check-in data.
Adobe Social is also adding the ability to publish content to and analyze metrics associated with LinkedIn Company Pages and Groups, features that will support relationship-building on this critical professional network.
The addition of these new platforms increases Adobe’s consumer touch-points, enabling social marketers to scale across the enterprise and build a more complete understanding of the consumer.
“Adobe Social is enabling Mastercard to seamlessly engage with local markets around the world, building trust through online listening, conversation and community,” said Adam Broitman, vice president, Global Digital Marketing, Mastercard. “Now that’s priceless.”
Predictive Publishing forecasts Social Content Performance
Adobe new predictive publishing capability for Adobe Social has been launched as well, which predicts social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform. The new predictive publishing feature in Adobe Social helps social teams deliver content that will best resonate with their audience. And because the solution learns as it goes, it continually refines recommendations and gets smarter with each action.
New Adobe Marketing Cloud Interface
Adobe Social utilizes the new unified Adobe Marketing Cloud interface that provides marketers with valuable insights and higher effectiveness by improving workflows, streamlining marketing activities, and maximizing ROI. With the new single sign-on feature, customers can directly access Adobe Marketing Cloud solutions from within one unified interface, and the new social feed will deliver relevant internal content and insights shareable across Adobe Marketing Cloud solutions.
New Target feature simplifies testing and targeting
Just yesterday, Adobe also announced a major update to Adobe® Target, a key element of the Adobe Marketing Cloud, making it easier than ever for marketers to optimize all of their digital experiences to achieve marketing and revenue goals. The new solution features a completely redesigned, touch-based interface, and introduces an intuitive process that guides users through testing digital offers and personalizing web content for specific audiences. Now, marketers across an enterprise have the power to instantly launch tests and alter content with a few, simple clicks directly on a web page
New functionalities include:
Guided Testing & Targeting Workflow—Provides step-by-step framework, with built-in best practices, for creating and implementing the most effective A/B testing and targeting activity. This dramatically simplifies the process, putting the power of Adobe Target directly into the hands of those responsible for executing marketing campaigns. Built with a mobile-first mindset, the new workflow supports touch, providing marketers with the flexibility to work from their device of choice.
Visual Experience Composer—Enables marketers to create unlimited variations of content directly on a Web page, including offer and image swapping, as well as color, text and design changes. By placing this capability onsite, as opposed to within a more technical authoring environment, tests can be implemented more rapidly, time to insight can be shortened, and higher conversions can be achieved.
Custom Audience Library—Delivers a central repository for creating and re-using audience segments for targeting. Now, marketers can easily target against new visitor segments or reuse existing ones, as well as populate them from Adobe Analytics data, via built-in integration with Adobe Target.
Real-time Interactive Reporting—Provides comprehensive, yet easy-to-understand graphical view of real-time testing and targeting results, enabling marketers to quickly share success metrics and insights with executives and other team members. With support for responsive design, reports are optimized for viewing across devices, enabling busy professionals to check results and take action while on the go.
Mobile App Optimization—Enhances core testing and targeting capabilities for mobile apps. Now, mobile marketers can deliver different, targeted experiences to app users based on engagement metrics such as first launch, number of launches or days since last use. In addition, experiences can be personalized based on lifetime value segmentation.
Adobe Marketing Cloud Integration—Allows marketers to access all Adobe Marketing Cloud solutions, including the new Adobe Target, from one centralized platform with a social-enabled interface. Through the interface, high-value data, images, documents and insights can be shared across Adobe Marketing Cloud solutions. For example, testing summaries can be easily shared with colleagues and activity reports can be consolidated as part of larger campaign results, supporting a more nimble, aligned organization.