Proving the ROI of your social media marketing spend?

Will Adobe’s new product ‘Adobe Social’ do the trick? I was at their EMEA Digital Marketing Summit event earlier this year (along with the ladies and gents above) and it certainly gave the impression they knew what they were talking about. Certainly it’s going to put pressure not just on their direct competitors like Salesforce, but also smaller niche players like Socialbakers to show that the tools help deliver ROI.

Disclaimer: I work with Salesforce’s Radian6. Disclaimer: I work with Socialbakers.

Report from Mashable below, with key quote highlighted by me, below. I’ve also added in the product’s key capabilities in comments below. My hunch is that however great the software that the role of the supporting consultants will be key to success. This has a lot to do with the fact that in reality success of social tools in general and those driving business performance in particular is ‘bottom-up ‘as well as ‘top-down’  in character. (I’m meeting with Adobe next week so I’ll get a better idea of the ‘pros and cons’ that way too:-)

Adobe officially launched a new suite of marketing tools on Thursday called Adobe Social, which is intended to help users better measure and understand the return on investment they get from their social media campaigns.

With Adobe Social, marketers can monitor mentions for their brand on Facebook and Twitter, find out which customers are the key influencers on each of these networks and track how much revenue is being generated from specific social media campaigns and posts. The platform also makes it easier to target ads to certain audiences, personalize a website based on how the user interacts with it and even build apps for Facebook, effectively making it an all-in-one marketing tool for companies.

The company demoed some of these features at an event in Salt Lake City earlier this year, but Adobe Social has only been available in beta to a small group of customers since then. Starting today, the platform is available to the general public for purchase.

Adobe has gradually been trying to establish itself as a powerhouse in the online marketing world. In the past three years, it has acquired six companies, including Omniture, Auditude and Efficient Frontier to build up its digital marketing footprint, and now serves more than 5,000 brands.

In recent months, the landscape for these social media marketing tools has only become more competitive, with Salesforce acquiring Buddy Media and Oracle acquiring Involver and Vitrue to boost their own marketing platforms. Despite this, Adobe’s team believes that there is still a niche that needs to be filled in social media marketing: helping brands decipher the amount of revenue generated from posting to Facebook, Twitter and other social networks.

“We think there is a big gap between how the campaigns are design and run, and how the marketing metrics are connected back to business metrics,” Aseem Chandra, Adobe’s VP of product marketing, told Mashable in an interview. “We see a lot of focus on vanity metrics like ‘likes,’ shares and the number of followers, but how do you translate that back to the actual revenue the campaign will grow?”

One thought on “Proving the ROI of your social media marketing spend?

  1. So the new ‘Adobe Social’ product details just popped into my in-box for me to share with this post:

    Key capabilities of Adobe Social

    Save time and simplify social

    • Create content once and publish it to multiple places in ways that are appropriate for each social network, and choose when, where, and to whom content is pushed.
    • Easily create and deploy interactive Facebook Apps with either complete design control or built from quick-to-deploy templates like contests, coupons, and questionnaires.
    • Automatically assign published content and apps to a campaign and receive insight into how your content drives action, such as purchases.

    Employ social advertising that keeps up with fans

    • Use real-time insights to understand the reach and impact of your posts to identify opportunities for social advertising and other marketing promotions.
    • Create and manage Facebook Sponsored Stories campaigns: Set your budget and target and then launch with a couple of clicks.

    Measure, analyze, and act
    • Measure the effectiveness of campaigns, content, and engagement automatically. Understand which marketing tactics worked best and make improvements on-the-fly.
    • Get a complete view of your customers across all touchpoints—not just on social networks.
    Understand their behavior, brand preferences, purchases, loyalty, and advocacy, and use it to inform more effective marketing.

    Reach out and connect

    • Monitor and respond to conversations within your communities on Facebook and Twitter—or anywhere it happens online, whether it’s a blog comment or a conversation on a message board.
    • Respond to questions and issues by routing them to the right people and tracking them through their resolution.
    • Identify trends and influencers as they emerge, and use real-time insights to go from strategy to
    execution in a matter of minutes or seconds.

    Customize administration to your needs
    • Tailor permissions to organize your social programs however best fits your business—by brand, business unit, team, time zone, or language.
    • Use built-in review processes to maintain the right controls globally while empowering local teams.

    Get a personal guide to social

    • Lean on our consultants to help you with every aspect of social, from getting you up and running and training your team, to partnering with you to execute strategies and best practices.

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