Adobe Puts Social First in Redesigned Marketing Cloud

By Cameron Scott 

adobe, marketing cloud, adobe social, social marketing, social analytics, Adobe today launched a rebuilt Adobe Social, which introduces data-driven tips on how to optimize social content, integration with Flickr, Foursquare, Instagram and LinkedIn, and cloud-hosted workplace collaboration features.

Adobe Social, a component of Adobe Marketing Cloud, attempts to bring social marketing into the main workflow of the business, where consultants have been urging businesses to take it, rather than leaving it in the hands of a single person.

The cloud interface brings several functions together in the same place. The user can post to multiple social networks from the dashboard; today’s launch adds Instagram, Flickr and Foursquare to existing integrations with Facebook, Twitter, Pinterest and Google+. LinkedIn integration launched today in beta.

When the user attempts to post, s/he may get a recommendation for a better time to post or a better photo to use that the software bases on past performance of that company’s posts. The recommendations, new today, may be specific to specific social networks, for example, since different networks have different peak traffic times.

Approved media assets are stored within the dashboard, making it easy for all users to know which content is okay to use. The dashboard also allows teams to communicate with one another by sharing content or data in the form of “cards.”

Adobe’s biggest achievement, according to Bill Ingram, the vice president of product management for digital marketing, is that the rebuilt suite of related products connects social analytics directly to bottom-line performance indicators such as sales. It does this in two ways. First, when the user posts to social networks, the software automatically creates a custom URL extension that identifies any users who follow that link to the company’s website. Once on the site, the users can also be tracked on an individual or aggregate basis. The data on how a particular post performs on various social networks is then displayed on the same graph with the sales data — or other relevant metric — driven by that post.

“We’re the only one that can connect the dots without using a proxy,” such as likes or retweets, said Ingram. “We’re looking at that user’s complete journey from when they clicked on the post to when they entered their credit card information.”

The suite also has a mobile-friendly interface which is colorful but uncluttered.

“It has that Pinterest feel,” said Emi Hofmeister, a senior manager of product marketing.