Click on any phrase to play the video from that point.
[♪ Music ♪]
Are you on Facebook right now?>>Yes.
Yes, I'm on Facebook.>>Yeah, same here.
I'm on Facebook like every other hour.
Are you on Facebook?<
Do you follow companies on Twitter or Facebook?
Yes, on Facebook.
I know you follow a brand.<
Who do you like? Starbucks, McDonalds?
[Matt Rozen] [Adobe] Do you like Nordstrom?
Do you follow the San Francisco Giants on Twitter?
And when you hit thumbs up, what do you get out of it?
And what do they get out of it?
[Michael Brito] [SVP, Social Business Planning, Edelman Digital] That's a question I get asked about a lot,
and I think it goes back to what your business objectives are.
If your business objectives are to reposition a company
or to drive awareness or to build communities
certainly social media is the right channel to do that.
Then comes the question of ROI.
How much money do I get back after X amount of investment towards social media?
And it's not an easy thing to do.
[How do you measure the impact of your social media efforts?]
[Jeanette Gibson] [Senior Director, Social & Digital Marketing, Cisco] It starts with what is your objective?
Is it to increase volume? Then we measure that.
Is it to change sentiment? Then we measure that.
We're trying to be very specific.
The ability to track the entire customer experience
and show the value of where social is playing would be amazing.
We still struggle with that today and the ability to show that direct revenue impact.
[How do you defend your social spend to Execs?]
[Susan Etlinger] [Industry Analyst, Altimeter Group] Here's the thing.
No executive is going to move big money without some evidence of result,
and the result at the beginning could be more like
fans and followers and likes showing yes, this thing is gaining ground.
But at a certain point the light goes on,
the Excel spreadsheet comes out, and it's what are we getting for this
investment of time and money?
[Prove business value from your social media campaigns.]
[Introducing Adobe Social]
Well, it's an exciting time right now at Adobe.
[Lawrence Mak] [Product Marketing Mgr., Adobe Social] We are about to go live with
the new product called Adobe Social, and Adobe Social is a
social media management platform that combines
listening with engagement tools, advertising and analytics
all into one package, but more importantly,
it enables brands to actually determine
whether or not social media activity is having true business impact.
And so Adobe Social includes several tools that social marketers need
in order to effectively execute social marketing,
so that would include a publisher tool that allows marketers
to publish multiple social networks.
It also includes moderation tools and is going to give marketers
the ability to really start to tie
what's happening on their social channels with actual real business results.
So, what have we learned?
We know that we're all on social media.
We know that we all like and follow our favorite companies,
but this wasn't exactly the most scientific method
to figure out the value of social media.
Is it worth it?
[Prove it's worth it.] [Introducing Adobe Social]
[Learn more about Adobe Social] [http://adobe.ly/GoSocial]
[Follow us on Twitter @AdobeSocial]
