emea cafe amsterdam mobile social experience

8/3/2019 EMEA Cafe Amsterdam Mobile Social Experience

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Cafe 2011 – Summit Highlights





Adobe CafeSummit 11 Highlights

Mark Hoebe | Adobe

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Follow us @OmnitureEMEA #OmtrCafe




There are far more data points to manage than ever bef

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No longer is data consumed or published simply to the

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A revolutionary change – Three key areas of opportunity….

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It is a fusion of art and science…

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Since this time last year…

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Overload? Not everything that can be measured – should be

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Data needs to be managed – Data needs to be understood…

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Agenda

Social Media Dynamics

Understand the importance of Social

Introducing Adobe SocialAnalytics

Best Mobile Marketing Strategies in 2011

Carphone Warehouse case study

Web Experience Management Integrated Content Management and Analytics

A Taste of Adobe Future

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Social Media Dynamics

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A Lot of People Use Social Media

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500 mil

1,155 mi

1,331 mi500 million FB users3rd largest country behind China and India

Over 2 billion usersBy 2013 (Source: Trefis, Feb. 2011)





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Lady Gaga has more Twitterfollowers (8,247,804) than thepopulation of Switzerland

Justin Bieber has moreTwitter followers (7,363,997)than the population of Israel





While you listen to this

presentation, twomonths worth of

video will beuploaded to YouTube.

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Brtoinfcubr

Why social media matters to marketers

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It’s the largest media segmentonline and fastest growing overall

It’s a cost-effective andproven marketing channel.

It’s an invaluable source oreal-time customer insigh




The “Untaggable” SocialWeb (Social Conversations)

Three Elements of Measuring Social Media

WebThe “Taggable” Social Web




How do I use the Adobe Online Marketing Sto measure social media?

U th f th (S i l di ) F




Use the power of the (Social media) Force

Make your audience Like you, with you and bFan….

They will tell you all about themselves!

Analyse what is said about you on

Make sure to respond, no one likes a rock diva!

Show your latest video on

Take notes on who is watching…

M i S i l R f




Measuring Social as a Referrer

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M Y S i l Ch l




Measure Your Social Channel

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A goldmine of information at your fingertips!




A goldmine of information at your fingertips!

Get the right message to your loyal fans




Get the right message to your loyal fans

Monitor the conversion funnel for social campaigns




Monitor the conversion funnel for social campaigns

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Social segmentation




Social segmentation

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Start Tagging Your Custom Facebook Pages




Start Tagging Your Custom Facebook Pages

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Facebook Insights Adobe SiteC

Social Campaign Workflow: Adobe CS5 Launch




Social Campaign Workflow: Adobe CS5 Launch

The wait is over. Download #CS5play this weekend and impress on

:)http://bit.ly/buycs5_t9:07 AM Apr 30th, 2010 via webRetweeted by 34 people

ResponseSendMessage

CustomerInteraction

Shorten URLCampaignTracking Codes






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A Breakthrough in Social Analytics




A Breakthrough in Social Analytics

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SocialMeasurement

Social

SocialWeb

Retweet

Favo

Views

Comment

SiteCatalyst S





The “Untaggable” SocialWeb (Social Conversations)


WebThe “Taggable” Social Web




Cause and Effect – Adobe SocialAnalytics




Cause a d ect dobe Soc al alyt cs

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Case Study: Adobe Recruiting Billboards




y g

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Adobe Recruiting Billboards

Rebranded billboardsdesigned to recruit top talentin Utah

Social data provides real-timecampaign feedback




Best Mobile Marketing Strategies in 2011

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A key message for today:




Measure and optimise

the ROI of your mobile channel




Mobile Ecosystem in Western Europe: Key Facts




Exponential growth of mobileinternet penetration!

How Much are Marketers Investing? Western Europe




$246 $278 $311

$0

$200

$400

2010 2011 2012

Mobile Ad Spend: Germany

“Mobile is 6.6% of $4.2 Billion inDigital Spend”

$100$1

$0

$100

$200

2010 20

Mobile Ad Spen

“Mobile is 5% of Digital Sp

$57$78

$121

$0

$50

$100

$150

2010 2011 2012

Mobile Ad Spend: Spain“Mobile is 8% of

$986 Million in DigitalSpend”

Source: Starcom

Mobile ad spend is currently between 5 to 10%total digital spend and is expected to grow!

To increase budgets, how do I measure ROI?




53%

50%37%

19%17%17%

33%

39%44%

43%43%

41% 4

0% 20% 40% 60%Paid Search

Email marketing (retention)Display ads (online)

Social Media (on-site)Social Media (off-site)

Mobile Marketing

Rate Ability to Measure ROI from Online Tactic

Good OK Poor

Source: eCons

“Adobe Online Marketing Suite: Measure, Analyse, and Optimise All Online Ch

Marketers feel that there is a lack of

confidence in their ability to measureemerging channels!

What is the Value of my mobile Visits?




Mobile Visits are increasing across all industries

It is crucial to know your audience and make sure to optimize acco

needs and prerequisites. Know your audience and you become their hero!!

Primary Tactics: Mobile Marketing




Mobile OptimisedWebsite

The Foundation

Text Messaging(SMS)

Broad Reach

Mobile Applications

SmartphoneAdoption

Mobile Optimised Site: The Foundation for Engagement




“1.2 million visitors and 13,000 orders (May to Sep 2010)”

Mobile Optimised:Improve Engagement

Standard Web:Why should I stay?

S

Text Messaging: Broad Reach and Response




Text AdClick to

Mobile Web

Banner Ad

“Optimise SMS to increase mobile web traffic by 10%”

Mobile Applications: Smartphone Audience




“With Adobe SiteCatalyst, we can track and compare uslead generation across our three platforms: web, mobil

app.” CTO an

My

Results:

iPhone app converts 2 times better

standard website

26% increase in conversion on moboptimized website

Achieved ROI ahead of schedule

“Measure app conversion rate and churn rate”

Mobile Search and Display Advertising: Eyeballs are moving




Mobile Search

Consumer access to mobile web via Smartphones

Why: Reach mobile audience via keyword campaigns

Effectiveness: 8x better click-through rate from mobilevs. desktop search1

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Mobile Display Ads

Consumer usage of mobile web and mobile apps Why: Reach mobile audience via banners and video

Effectiveness: 1% to 2% click through rates vs. 0.25%for standard web banner ads2

Sources: 1. Google case study for F500 financial se




Customer Case Study:

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Best Buy Europe = Carphone Warehouse + The Phone House + Bes

c. $6 billion revenue, 10+ eCommerce channels, 2500 store




Mobile optimised site launched 2010

• Focused on product resea

• Click-2-call customer serv

• Circa 10% of total Unique

• Traffic highly correlated tomarketing activity

• Omniture performance mevisits, views, day-parting, segmentation by device tyetc.




Mobile PPC drives inbound calls and store location sea

• Use Mobile search campaig

• Mobile optimised campaign

• Specific click-to-call ad-copy

• Site links added into all copy

• Search patterns clearly mult

• Mobile behaviours different different terms




Mobile marketing success is from a diversified mix of a

• Mobile display ad investment• Location based activity - Tap to map

• Apps – augmented reality store locator




Mobile marketing complements traditional channel a

•

Mobile site - peak traffic 9-10pm: 1 million+ page view• Desktop efficiency greatest at lunchtime Mon-Fri

• Mobile visits increase Sat-Sun: use phones to research and find stores

• 70% use smartphones whilst shopping in store




Mobile marketing is now a critical part of business str

• M-commerce - generating efficient acquisition volume (6 - 10% of total wee

• ‘Click to call’ ( > 500 calls per week - conversion is circa 30%)

• Mobile marketing (patterns different – rigorous testing)

• Social commerce

• Multi-channel “Research Online – Purchase Offline” effect

• Demand generation for stores

• 54% of retail sales involve a mobile search

• Supporting loyalty and post-purchase

• In-life contact

• Post-purchase help & supportSources: *ComScore Google Study, Jan 2010; Compete, “Un




And we can glean insights inexpensively – marketing barriers to e

• Mobile activity can be low cost and efficient

• Statistically significant display campaign from £15k

• PPC CPCs can be lower by a factor of 10

• Testing quickly surfaces surprises

• But marketing costs are only part of the picture:

• Capital expenditure – commence capabilities

• App vs. mobile site – different considerations

• Analytics integration - measurement principles the same

Sources: *ComScore Google Study, Jan 2010; Compete, “U




Best practices and takeaways….

• Be clear on objectives• Develop a roadmap of testing

• Integrate mobile into core businessrhythms




Create Winning DigitalExperiences with Integrated

Content Management andAnalytics

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Changing the world throughdigital experiences

Introducing the Adobe Software “Web Experience Management” Solution




OnlineCommunities

Global BrandWebsites

E- andM-Commerce

Se

CRX Cloud-readyECM Platform

CQ5 WCM Suite

for Online Business

Partnering with Global Leaders for Web Experience Transfor




Examples: McDonald’s




DAMAC:Asset

All Public &Internal Sites

Mobile

Kiosks

Examples: Skype




TargeOn

Conve

High TrafficSite

Adobe Web Experience Management Solution




Web Experience Management

CQ 5.4 from Adobe

A new Web ContentManagement release

Adobe OnlineMarketing Suite

powered by Omniture

Market-leading WebAnalytics &

Optimization

DELIVERED ON ADOBE STANDARDS-BASED PLA

Bridging the Gap between IT & Marketing




Faster Time to Engage

Faster Time to Convert

Faster Time to Respond

Faster Time to Revenue

Accelerated Deve

Proven Perform

On-Demand Sca

Rich Developer N

For ITFor the Business

CQ5 WCM: Empowering Marketing to Rethink the Web Cha




• Innovation and fun-to-use

• Brand control with creativ

• Rapid time-to-launch for Wand microsites

• Rapid localisation and gloenforcement

CQ5 Digital Asset Management: Unleashing Creative Expres




• Promote the Brand

• Protect the Brand

• Re-use & Re-purpose Bra

• Empower Creative Profes

empower Marketing

• Lower Marketing & IT cos

CQ5 Mobile: Think Differently. Think Mobile First.




Manage Change for Apps...




publish andsync apps

everythingis content




CQ5 Social Collaboration: Engaging Your Community

ld k




Drive Conversions – Build knocustomers for better segmenta

Grow Revenues – Purchasing dthrough peer recommendation

Retain Control – Fostering a coreduces spread of mis-informa

Embrace Community – Embedcommunity throughout entire

Build Loyalty – Community drlifetime value and advocacy

Get To Know Your Audience: Introducing Context and the C




69

Demo




ContextCloud and ContextEngine

Harmonized Profile




Harmonized ProfileSocial Network

Information CRM Data

Immediate Pagecontext

Language, Nav Depth

PrefereFilterinClickS

Very “CEnviro

Activity Stream

InformationEvents fromSiteCatalyst Resolv

“Insigh

Simulate. Experiment. Visualize. Extend. Immediate, Scalable, Clie

SiteCatalyst Integration (Props, Evars & Events)




Evars

Props

Events

Test&Target Integration (MBox)




setupmboxcreateoffers

c




But there is more….

74

SiteCatalyst V15

1




1. On-the-fly visitor segmentation2. Faster reports, easier analysis

3. Deeper connections to marke

SiteCatalyst V15

1. On-the-fly visitor segmentation

2




y g2. Faster reports, easier analysis

3. Deeper connections to marke

SiteCatalyst 15 Platform empowers you to Use your data for deeper analysis Leverage your data throughout the suite Faster and easier deployment of reports and dashboards

Other announcements….




“A new platform service for managing tag-oriented

deployment of Suite and

3 rd -party products.”

Tag Management

And there is more to come…




Q&A




Q&A

Please remember to complete thefeedback form

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emea cafe amsterdam mobile social experience

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