The document discusses the evolution of social media from a listening platform to a core marketing layer. It outlines three waves: social listening, social networks as destinations, and social as an integrated core marketing layer. Examples are provided showing how social exposure can increase sales and spending when integrated across marketing channels. The role of social throughout the customer lifecycle and within an integrated marketing cloud is discussed.

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Social’s Third Wave
from Listening to Destination to Core Marketing Layer
@jeffreyf

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Social listening (blogs & forums)
Social networks
Social Layer
1
2
3

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Credit: http://www.flickr.com/photos/28198273@N05/3591371201/

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5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook

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Apple does
not join
Facebook
Apple does
not join
Twitter

7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook
Apple …
still not on
Facebook
Apple does
not join
Twitter

8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple does
not join
Facebook
No Twitter
here
Apple …
still not on
Facebook
Apple does
not join
Twitter

9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Credit: http://www.flickr.com/photos/invisiblewaves/2949993158/in/photostream

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2012 2011
Source: www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-cyber-monday.pdf

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2012 2011
Source: www-01.ibm.com/software/marketing-solutions/benchmark-reports/benchmark-2012-cyber-monday.pdf

12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Black Friday is
The data set is too
small
transactions aren’t enough!1
million
not
typical

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billions
Let’s look at
web sites over the 2012
holiday season...
of visits to nearly
500 retail
DIGITAL MARKETING BLOG

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DIGITAL MARKETING BLOG
Source: http://blogs.adobe.com/digitalmarketing/analytics/2012-holiday-shopping-recap/

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DIGITAL MARKETING BLOG

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Credit: http://www.flickr.com/photos/sarahdeer/3666261790/

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awareness
consideration
evaluation
visitation
conversion
retention
We all know
social
isn’t
effective
at driving
last-click
conversion

18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
conversion
retention
We all know
social
isn’t
effective
at driving
last-click
conversion

19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
conversion
retention
We all know
social
isn’t
effective
at driving
last-click
conversion

20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
conversion
retention
We all know
social
isn’t
effective
at driving
last-click
conversion

21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
awareness
consideration
evaluation
visitation
conversion
retention
We all know
social
isn’t
effective
at driving
last-click
conversion

22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1.7 billion
Let’s examine
visits to
225 media, retail, and travel sites to
understand social media's impact on traffic.
first click.
And lets not focus on last click
attribution, but on
the
ADOBE DIGITAL INDEX

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Credit: http://www.flickr.com/photos/tinou/506361030/

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A first-click
attribution model
shows social
to be
much
more
valuable
than typical
models
suggest
ADOBE DIGITAL INDEX
Source: http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html

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Credit: http://www.flickr.com/photos/tonibirrer/177520062/in/photostream/

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Traffic volumes
of those touched
by social
are too
small
to
matter
Source: http://www.forrester.com/The+Purchase+Path+Of+Online+Buyers+In+2012/

27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Traffic volumes
of those touched
by social
are too
small
to
matter
Source: http://www.forrester.com/The+Purchase+Path+Of+Online+Buyers+In+2012/

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Credit:
http://en.wikipedia.org/wiki/File:Unemployed_men_queued_outside_a_depression_soup_kitchen_opened_in_Chicago_by_Al_Capone,_02-
1931_-_NARA_-_541927.jpg

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Ogilvy and ChatThreads
400 US
customers of restaurants
5,295
touchpoints
with five restaurant brands
across all major types of media.
enlisted
approximately
who tracked
and reported
Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/

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The study found that
social media exposure
is
directly
linkedwith
significant
increases
in sales
Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/

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 in spend and
consumption
Integrated social media
exposure is linked with
substantial
Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/

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brand exposure
from social is low
But
Social = 5%
TV = 24%
vs.
of all touch points
Source: http://corp.chatthreads.com/ChatThreads-Ogilvy-Social-Media-Impact-Study/

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Credit: http://www.flickr.com/photos/perspicacious/3415126875/

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Social Layer3

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Social
Strategy

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Marketing &
Retention
Strategy

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Marketing
& Retention
Strategy
CLTV
Awareness /
Consideration
Conversion
Efficiency
Customer satisfaction
Wallet-share
Loyalty
Advertising
PR
WOM
Online / In-store
experience
Segmentation /
Personalization
Targeting (Market Research)
Optimization
Analytics
Internal Collaboration

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Customer satisfaction
Wallet-share
Loyalty
Advertising
PR
WOM
Online / In-store
experience
Segmentation /
Personalization
Market research
Optimization
Analytics
Internal
Collaboration
Unified customer service experience across channels
Targeted messaging (direct and advertising) to existing
customers across channels
Retargeting on social channels
Engaging content published to social channels
Built-in social capabilities to customer experience to
encourage sharing
Promotions tied to social activity
Social experiences to improve authenticity, time on-
site, conversion rates, and loyalty
Personalization with social data
Listening and data mining social networks, blogs, and
forums
Optimization both on social channels as well as
through MTA and reach / frequency tuning
Unified reporting including social channels and
aggregating paid, earned, and owned.
Internal social tools to encourage cooperation and
improve corporate efficiency
Amplification of advocated messages
SocialElements

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Social
Engagement
(marketing)
Community
(IT)
Customer
Service
Collaboration
(IT)
Advertising
(In-house / media
buying agency)

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Adobe Marketing Cloud
Customer Acquisition
Customer Conversion
Customer Retention
Enabling and strengthening each stage of the marketing lifecycle
Evaluation
Consideration
Awareness

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Adobe
Social
Adobe
Experience
Manager
Adobe
Media Optimizer
Adobe Analytics
Adobe
Target
Adobe Social
Social capabilities throughout the marketing stack

42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social’s Third Wave
from Listening to Destination to Core Marketing Layer
@jeffreyf