Adobe has announced Adobe Social, which features integration with Flickr, Foursquare, Instagram and LinkedIn.
Adobe Social is the first solution specifically designed to leverage the 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 organisations, 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 optimise strategy in a highly visual format.‚”
New Social Platforms Supported 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 capitalise 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 localised marketing initiatives align with specific venue check-in data.
Adobe Social is also adding the ability to publish content to and analyse 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 Predicts Social Content Performance Adobe also made available today a powerful new predictive publishing capability for Adobe¬Æ Social, 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 Utilizing the new unified Adobe Marketing Cloud interface, now available for Adobe Social, marketers and their teams can now surface valuable insights and collaborate more effectively. This collaboration extends not only across their own company but across distributed external teams as well‚Äîimproving workflows, streamlining marketing activities, and maximising 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.
Adobe Social is available immediately. Visit http://www.adobe.com/solutions/social-marketing.html for more details. Flickr, Foursquare and Instagram functionality is available immediately. LinkedIn integration is currently in limited beta with general availability expected later this year.
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