Adobe and Google Partner to Create a Better Mobile Experience

What is the mission of Adobe?  To change the world through digital experiences.  The pace of change in how consumers engage with content is accelerating. So their mission is more relevant than it has ever been before. Consumers expect to connect with content immediately no matter where they are or what they are doing. In the personal, always-connected mobile world we now live in, the inability to deliver the right experience to the right person at the right time directly impacts engagement and the consumer relationship.

Why Did Adobe Partner with Google? Adobe has partnered with Google, alongside many others in the technology and publishing industries to support the Accelerated Mobile Pages (AMP) Project and help solve the problems that are adversely affecting the mobile web experience –  namely the slow speed at which content loads and understanding audience engagement with mobile content. AMP will enable content to load instantaneously and provide a better mobile web experience for all.

What will Adobe Analytics Be Able to Measure? It will be able to measure the reach and impact of AMP experiences for publishers, while providing blazing fast speed for mobile web user experiences. For publishers, Adobe Analytics has become a fundamental part of understanding audiences, creating loyal viewers, and monetizing content, and Adobe is committed to making sure that publishers have access to the best data possible. A better mobile user experience means more browsing and content discovery for users, and quality revenue streams for publishers.  Additionally, Adobe Analytics will enable publishers to link up AMPs with their existing web data for deeper cross-channel audience understanding, and integrate this insight directly with the rest of Adobe Marketing Cloud for content and advertising optimization.

Adobe Analytics customers interested in getting started, you can download their How to Guide now: Adobe Analytics for Accelerated Mobile Pages Project

@Drnatalie petouhoff, VP and Analyst, Constellation Research Covering Customer-Facing Application

 

Share

Salesforce Unveils Next Generation Social Studio

If you have been wondering what Salesforce has been up to, they have unveiled their next generation social studio, which is now fully integrated into the Salesforce Marketing Cloud. It’s got an interesting twist in that it includes next generation social listening, social customer service for service teams and new social lead engagement for sales teams. It seems that the world is finally getting that from the customer’s point of view, that they are not talking to Sales, or Marketing or Customer Service — the customer is talking or interacting or engaging with a company. And to have all of that contained in one application or platform and make the customer information available for all of the various functional departments seems like the best way to make customers feel hear and listened to.

Social media is ubiquitous with customers, yet many companies are still struggling with how social can improve business decisions and processes. Customers and Consumers are adopting social and digital very fast, where as companies are dragging their feet, some kicking and screaming or others even turning a blind eye to it.  As a result, many companies are falling into the digital transformation / customer experience gap.

Digital Disruption Transformation Chasm

Social Studio including a simple user interface that empowers any employee to benefit from social listening and engagement on desktop and mobile devices. Innovations include social customer service for service teams and new social lead engagement for sales teams. Leading global brands like Activision, McDonald’s, and ADP leverage Social Studio and the Salesforce Customer Success Platform to connect with customers in a whole new way.

What Functional Departments Want and Need

Marketers want to run social campaigns, engage with customers, and use social insights to drive marketing decisions. Service teams need to surprise and delight their customers with social customer care. Sales teams need to find and connect to new customers faster with social lead generation. However, social is still isolated from key customer interactions. This means that many companies will fall into the customer experience / digital transformation chasm. However, with the right strategy, leadership, people, process and technology can prevent a company from not crossing the chasm and catch up to customers and consumers.

How Is Salesforce Tackling The Digital Transformation Chasm

What Salesforce has done it build the next generation of Social Studio, using on the best elements of Radian6 and Buddy Media and extending social listening, analysis, content marketing and engagement across the Salesforce Customer Success Platform. It also includes a completely new social listening and sentiment engine monitors more than one billion social data sources from Twitter, Facebook, YouTube, blogs, news sites and more.

Social Studio is designed to meet the scale of the largest multi-brand, multi-region companies, enabling social media teams to empower other groups throughout an enterprise with a unified, easy-to-use social solution for sales, service and marketing. Social marketing and community management teams can finally get rid of their spreadsheets and manage social content calendars in Social Studio. Integration with Social.com, the Marketing Cloud’s social advertising solution for agencies and advertisers, allows teams to monitor top performing content published from Social Studio directly within Social.com, and amplify the content with sophisticated social advertising campaigns to reach more current and potential customers.

Social Studio in the Service Cloud 

Leveraging Social Studio, customer service teams can easily monitor social channels for customer support issues, create a customer case to be managed in the Service Cloud and route these social cases to right person or team to ensure timely resolution of customer issues. With the combined power of Social Studio and the Service Cloud, any company can surprise and delight customers with social customer care on the world’s leading social networks, including Facebook, Twitter, Google+, and Sina Weibo. For the first time, every Service Cloud customer can now get started with social customer service for no additional charge, managing up to two Facebook or Twitter accounts directly from the Service Cloud. Social customer service drives business results, as customers spend 20-40 % more with a company when the company responds to customer service requests over social media.

Social Studio in the Sales Cloud

Two-thirds of marketers see lead generation benefits with social media1. Now sales reps can use Social Studio to find and connect to new customers faster with social lead generation. By listening to conversations across more than one billion social data sources sales reps can identify new leads and engage with them in real-time directly from the Sales Cloud. In addition, using Social Studio, Sales Cloud can automatically make Pardot marketing automation and lead scoring more efficient by adding social data, such as sentiment or influencer status, to campaigns and leads.

Social Studio Partner Program

Social Studio is an open platform where any developer, ISV, customer or partner can directly build and deploy applications. Social Studio launches today with a select partner program that brings together seven of the industry’s leading vendors for visual content and compliance and rights management, content discovery and performance marketing. Partners include Getty Images, Nexgate, a division of Proofpoint, Pressly, Rallyverse, Shutterstock, and Trendpottr.

And that’s one of the ways brands are solving the issue of not following into the customer experience conference and the digital transformation chasm. But it’s not just technology, its got to be a people, process and technology combination. And it has to lead by senior executives, the Board of Directors and become pervasive throughout a culture. And that is a big initiative to accomplish and needs organizational change management. And while people have been talking about organizational change management for years, perhaps it’s time has found its time and place and will finally be taken seriously.

@drnatalie

VP and Principal Analyst, Constellation Research

Covering Marketing, Sales and Customer Service by Delivering Customer Experiences.

Share

Crimson Hexagon ForSight™ Platform Joins Forces With Hootsuite’s Engagement Platform for Better Customer Engagement & Business Insights

Crimson Hexagon, is a provider of software for social intelligence is announcing a new app integration with HootSuite, a social relationship platform. The new integration powers social engagement for enterprises, allowing customers to gain valuable business insights and competitive analysis from online conversations.

MY POV: There’s so much data out there. And data alone is not helpful unless it can provide insights. And insights and actionable decision intelligence take the right combo of technology as well as people with the right skills to truly understand how to use these applications and tools. What’s really missing is educational systems in place to increase people’s skill sets. Hootsuite has done a great job with their University, but universities and colleges are still completely behind the 8 ball. I’m fortunate that UCLA Extension and the Summer Institute for the Center of Media, Entertainment and Sports at UCLA Anderson allow me to teach digital and social media strategy and the use of technology to scale it. But most schools don’t have real digital and social programs– yet. Business schools are way behind. There’s not a job application – even those jobs that are not directly related to digital and social — want candidates to understand and know how businesses are using social and digital.

So What’s New About This Announcement Between Crimson Hexagon and Hootsuite?

Clients who are using Crimson Hexagon’s ForSight™ platform can stream social media posts directly into HootSuite. How does this help marketers and customer service professionals? To start with they can use it to engage with consumers and take action based on deep social media analysis. The integration combining Crimson Hexagon’s monitoring technologies with HootSuite’s publishing capabilities offers an opportunity to streamline workflow and increases efficiency in social monitoring and customer outreach within organizations. In addition, the application offers customizable keyword filtering and monitoring of any brand, competitor set, or topic, lending context and improved flexibility to social media analysis.

What Is the Key Difference to Crimson Hexagon Now That It’s Connected with Hootsuite?

The key difference is Crimson Hexagon is now entering into the engagement space and enhancing what their customers see and can analyze in the feed with their advanced text and audience analytics. Crimson Hexagon customers can plug their analytics directly into HootSuite streams for real-time engagement with customers and turn social data into immediate engagement. And HootSuite’s custom filters and keyword streams empower organizations to easily identify key insights in analytics for multiple business uses whether it be in social selling, customer service or marketing.

Some of the benefits of the combined Crimson Hexagon-HootSuite app integration are the ability to:

  • Access a world-class social media data library of over 450 billion posts for real-time and historical analysis of social data
  • Engage with customers and prospects in real-time through HootSuite, add data streams to gain insights on your customers, prospects and competitors
  • Apply custom filters and analytics to your data streams, including sentiment, opinion category, gender, geography and influence score
  • Enable dynamic filtering of streams within HootSuite to view posts by keyword, handles, hashtags, date range and content sources providing the most in-depth intelligence on brand sentiment and customer opinion
  • Enable location-based customer service initiatives for targeted campaigns and engagement
  • Drive efficiency and time savings associated with post tagging and post re-categorization as part of HootSuite engagement workflow
  • Discover and compare brand and topic influencers with author scoring within HootSuite

It’s an interesting new combination of technology. The real question is — do you have the strategy and the skill sets to implement it and get a business result? Technology alone is never the answer.

Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at www.DrNatalieNews.com 
• Upcoming book series: “7 Steps To Digital Customer Experience Mastery” (working title) 

SAVE THE DATE!
Constellation’s 4th Annual Connected Enterprise 
The Executive Innovation Conference | October 29th-31st

Half Moon Bay, CA | Ritz Carlton

 

Enhanced by Zemanta
Share

The Brand Managers Guide to Mastering Content Management in Social Media Channels

Content Management is a new buzz word. I think most brands didn’t realize that when they went down the path of social media, that they would end up becoming content creators and publishers. The fact is that there are 3.5B pieces of content shared per week. That’s essentially what is causing the big data explosion. People are sharing everything – posts, status updates, links, pictures, videos, etc… And with all that content, it makes it very difficult for a brand to stand out… In fact, with Facebook’s EdgeRank algorithm, nearly 80% of a brand’s content is not seen on a fan’s newsfeed. What that means is that brands are spending a lot of money on content that’s not seen and that means lower engagement.

Why is engagement so important? In the old marketing funnel, it was very clear. Drive awareness to get as many people as possible into the marketing funnel. Brands spent / spend millions of dollars on getting the attention of millions of people with the idea that the more people at the top of the funnel could translate into more sales. The marketing funnel steps were: awareness, interest, consideration and purchase. Most Marketers didn’t take into consideration the idea that customer service should actually be part of the marketing funnel. Why? Customer Service is where customers reach back to the company after they have been interacting with a company’s products or services. And with customers being able to talk to each other online, those customer to customer conversations are driving referrals and advocacy, which directly influence sales — far more that the top of the funnel stages.

To get more referrals and advocacy, of course you need to have good products and services. If you don’t, complaints about that will surface in social media channels. Assuming that your products and services are up to meeting the brand’s promise about what a customer can expect, then the next step in referrals and advocacy are good word of mouth – online and offline. People trust people like themselves – even if they don’t know them personally more than a brand’s advertising.

So this report helps brand managers understand how to decide what content is important to drive engagement.

To get a copy of the report, Click on the report:

Cover What Brand Managers Must Know InfiniGraph

Enhanced by Zemanta
Share

E-Book: What’s Engagement? How Data Driven Marketers Are Crushing Content Marketing

drnatebook2

“What’s Engagement?” A thought provoking question marketers should ask themselves that not only instigates but also produces varied but comprehensive answers, perspectives, and insights regarding today’s best tactics of social media engagement. Here, through our free eBook of “What’s Engagement”, you will learn how to skillfully meld your company with today’s social media to best connect with your audience. But, even more importantly, HOW do the brands effectively create, introduce, and advertise content that is both engaging and sustainable to their target audience? This question is thoroughly answered within this free eBook authored by Chase McMichael, Dr. Natalie Petouhoff, Brian Carter, and over 30 notable marketing contributors.

Get all the information you need on how to effectively utilize your social media engagement and content marketing from the free “What’s Engagement” eBook today!

What’s Engagement, more specifically, will give the most adequate tactics to:

1. Effectively utilize and prioritize your Mixed Media resources such as Facebook, Twitter, etc. See what media sites are being the most used and are the most effective to garner more attention for your company.

2. Understand the importance of catering your company’s image to your target audience, adapt to consumer needs through social media to gain valuable customer opportunities.

3. Emphasize the sustainable Storydoing Method to enforce narrative rather than solely through short-lived and baited communication (storytelling) with the product or service. This will create a more proactive community and loyalty through the customers that can be further expanded using social media. It will further positively impact other standard marketing goals such as annual revenue, budget savings, growth rate and shareholders’ views.

4. Maximize the competitive advantages that Real-Time Marketing provides in comparison to the static-editorial calendar method by actively engaging with your audience.

5. Become a Leader within your industry by instigating and kickstarting conversation.

6. Obtain the insights and valued advice from top marketing leaders of all different backgrounds for the most compelling social media engagement.

And why is all this knowledge and insight valuable to you?

Social media engagement, as demonstrated through the image above, has become increasingly relevant and important within the field of today’s content marketing as an extremely invaluable tool to utilize. This has only been perpetuated from Google as they have launched moves to evolve a higher quality of content their audience receives. From the image on the right, one can see that SEO and content engineering have essentially swapped roles in importance as the impact of the social feed in today’s media has forced companies to become more attentive to the quality of material they are putting forth.

Ultimately, “We know that quantity of the content does not matter and, instead, the type and quality of the content.” Look below for a evident example of this idea.
Here, we found from our numerous responses, that Facebook Shares is the most effective method to reaching out for an audience showing the importance that content carries.

You can find more information on this interesting aspect in our What’s Engagement eBook by simply clicking here.

Executive Success Acceleration Firm
We work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

Enhanced by Zemanta
Share

The Social Engagement Rankings of the Top 15 Cosmetic Brands: Secret #1: Winning Brands Dynamically Engage

cosmeticHistorically brands were managed via brand guidelines that specified font, colors, icons, visual imagery, logos, and design—all of which were
incorporated in the brand’s vision, mission, positioning and benefits. The brand “toolkit”—before social media— was about creating these emblems to represent the “expression” of a brand.The emblems were the means for the brand to communicate to the “audience.” Done well, those brand emblems or assets created the experience of— and the perception of the brand.

The brand’s identity—and thus brand equity— was then expressed through:

• Promises & Guarantees
• Position & Ideology
• Logos & Icons
• Tagline & Key Messages

An emphasis in brand building is the idea of evoking an emotional connection between the brands and customers. Before social media the above brand assets were used generate the associated feelings about a brand and defined the relationship and bond with customers.

“Driven by the fundamental shift in control from companies to consumers, the future belongs to those who make emotional connections with them.”

– Kevin Roberts, CEO of Saatchi & Saatchi & Author of Lovemarks Effect

Winning in the Consumer Economy

While the old brand assets obviously still matter, a brand’s ability to compete in the digital and social world requires something additional.

When a brand participates with their customers, those interactions shape customer’s perception of the brand. Transitioning from static logos to interactions requires a brand to create new brand guidelines to incorporate social media. Those guidelines need to detail how the brand organizes it’s communications into interactions and drives engagement with customers.

Engagement means that a brand must become an active participant with it’s customers. Digital brands are not just “things” customers
buy. Today’s customers are seeking an experience, where the audience is the main attraction, not the brand. The brand is no longer the “story”
– the interaction is. The currency?

The authors of the Cluetrain Manifesto said, “Markets are conversations.”

The social web is essentially a storytelling medium. To effectively engage customers, a brand needs to develop a brand persona and the
ability to uniquely tell its story. Part of telling that story is also creating compelling content.

How Branding Building & Marketing Changed With Social Media

“With more and more consumers committed to spending their money before they set foot inside a store, the challenge is: How can you get them to commit to spending on your product or service? The answer is you’ve got to make an emotional connection with your consumers.”

-Marshal Cohen, Chief Industry Analyst, NPD

Today, brand perception is shaped by the conversation between the brand and the customer, where the customers’ motivation is to make an emotional connection with the brand. It’s imperative to understand the difference between “awareness” and being “loved” by customers. To be a “Loved“ brand requires the brand correspond with customers in a genuine, authentic and real persona. Out with stale, stiff, rigid one- way brand communications. In with social, deeply personal , novel two-way dialogues.

Thus, Digital Cosmetic Brands are activities and social experiences requiring a brand to define their behavior strategy. Some of those interaction behaviors include being:

• Transparent, of service, entertaining

• Providing utility, rewards & unique, exclusive experiences.

What might get in the way of delivering social experiences?

Stayed tuned for Secret #2! And if you want to download the whole ebook on the Top 15 Most Engaged Cosmetic Brands:  click here

Executive Success Acceleration Firm
We work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

Enhanced by Zemanta
Share

KEYNOTE: Obtain a Higher ROI On PR & Marketing Initiatives : Competitive Engagement Reports

Did you know that there are over 3.5 billion pieces of content shared each week? This Keynote Presentation is about the transformation of brands- from static icons to social, digital experiences. Its’ about how companies need to reconsider their strategic and tactical approach to not only traditional marketing but also how to address the need for social media as part of the mix. This speech reveals a 6 steps process to follow to obtain a higher social media ROI. The Competitive Engagement reports provide strategic intelligence and tactical planning guidance; applying the insights, brands see at minimum a 30 percent increase in engagement. TCBY saw more than a 300 percent increase.

Strategy Intelligence:
Am I effectively deploying my marketing spend?
Is my engagement better or worse than my competitors?
Is my content marketing a competitive differentiator?
Do I know how to use real-time data to make these decisions?
Are my expenditures being wasted or are they highly effective, compared to competitors?

Tactical Intelligence:
Am I creating enough of the right type of content?
Am I releasing content on the right days and times of a day; the right channels?
What can I learn about my competitors and improve my engagement?

And did you know 85-97 percent of your fans don’t see your Facebook posts? That’s due to Facebook’s EdgeRank. Data from PageLever shows brands with millions of fans are only reach 3 percent of their fans. One way to combat EdgeRank is creating better posts. EdgeRank gives greater exposure (reach) to posts that are more engaging. Boring posts decrease your reach and thus your bottom line. The solution is more interesting posts. But the question is, “What makes a better post?” Without the right data, you can’t possibly know and are flying blind. What would your CFO think about that?

For more info on the Vertical Industry Engagement Performance Reports:
http://www.smo.infinigraph.com/

Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
Ebook
:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
Twitter:
@drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts

Enhanced by Zemanta
Share

Webinar: How To Increase Your Social Media Enagement and ROI

Did you know 84-97% of your fans aren’t seeing your Facebook posts? Yep, that’s due to EdgeRank. Facebook admits that the average page only reaches 16-17% of its fans. And data from PageLever shows that pages with millions of fans reach as few as 3% of their fans- that is especially true for large brands who typically have large budgets for social media and Facebook.

If you are interested in not wasting money your Facebook as well as your Twitter interactions — either the budget you are spending on content, the salaries of your community managers, etc… then you need a way to understand what your engagement on social networks is, especially compared to your competitors. New specific vertical industry reports provide exactly that type of data.

The industry reports provide a comparison of the top 10 brands within a vertical market. The reports look at the comparative engagement on Facebook and Twitter. What brands learn is who has the highest engagement on Facebook and Twitter. It looks at what type of content has the highest interactions per channel. In addition, the report looks at what days do customers interact more with the various types of content.

The value to clients is that they get a good view of what where they stand compared to their customers, what type of content they should be focusing on and when to publish / republish the content to get the largest engagement. It allows companies to gain higher engagement scores and beat the fact that the marketing funnel is essentially collapsed because few people see the brand’s content.

This webinar will help you avoid wasting millions of dollars spent on social media. We’ll cover:

* How what you don’t know about Facebook engagement can kill your brand’s engagement performance
* How some companies are wasting millions of dollars on content marketing. Is that you?
* How some brand’s are using vertical Industry Reports to compare their engagement to competitors & transform their engagement and content strategy.

Sign up: http://bit.ly/X8WFNL

You’ll hear from Jason Cormier from Room214, myself and Brian Carter from InfiniGraph

Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
Ebook
:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media

Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
Twitter:
@drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts

Enhanced by Zemanta
Share

Did U See The Videos On the ROI of Social Media?

I’ve been asked… a number of times, where can we see these videos that Kathy Herrmann and I wrote? We created them based on our thought leadership with the help and support of Salesforce.com and www.rebelunit.com (RSA) on the ROI of social media… so I thought I would post them here… so that you have access to them at any time!

Video 1: How Social Media Benefits the Whole Company

 
Video 2: How to Calculate The ROI of Social Media

Video 3: How To Build a Business Case For Social Customer

@drnatalie Learn. Share. Grow.

Share