Al 15092011- reseaux sociaux et ecommerce - la mesure du roi
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Presentation (in French) given during the E-Commerce 2011 trade show for the release of Adobe Social Analytics solution
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Al 15092011- reseaux sociaux et ecommerce - la mesure du roi
- 1. Antoine Leven | Consultant Solutions – Adobe (OBU) Réseaux Sociaux et E-Commerce: la mesure du ROI
- 2. Sommaire 2
- 3. Un paysage en pleine mutation Entreprisenumérique Multiplication d’écrans Marketingorienté données 8995276349 En transit 8995276349 001-29538 En transit 1 13,8 kg 2 jours 4 heures
- 4. L’offreAdobe GESTION DEL’EXPÉRIENCECLIENT OPTIMISATIONDU MARKETINGEN LIGNE CRÉATIONDE CONTENUS
- 5. des solutions modulaires et intégrées ANALYTICS TOOLS SERVERS & SERVICES RUNTIMES Deliver Create Analyze Engage Optimize OPTIMIZATION 5
- 6. Donner les moyens de créerdes interactions et des contenus plus engageants et attrayants Optimiserles investissementsdans les systèmes et les ressources Simplifier les workflows complexes, inefficaceset onéreux 6
- 7. Solution de création et diffusion de contenu: Le Figaro 7
- 8. Gestion de l’expérience client: Crédit Agricole 8
- 9. The Web isdead 9
- 10. Adoption des réseaux sociaux 10
- 11. Activités et objectifs sur les réseaux sociaux 11
- 12. Que mesurer sur les réseaux sociaux? 12
- 13. Une innovation dans le Social Analytics 13 SiteCatalyst SocialAnalytics Views Follow Comment Reply Retweet Social Web Favorite Social Monitoring Social Measurement
- 14. La première solution qui réunit les données des médias sociaux et les données de conversion online et off-line. 14 Monitoring Capture des conversations indépendantes des initiatives marketing Mesure qualitative des conversation Corrélation de l’impact des conversations sur l’audience et la conversion Mesure Mesure de l’engagements selon les profiles sociodémographiques Mesure de l’impact de engagement sur les trafic et les comportements d’achat Adobe SocialAnalytics
- 15. Adobe SocialAnalytics Power your earned, owned and paid media strategies 15 Simplification et intégration des workflow: Intégration native des indicateurs de suivi des médias sociaux avec l’analytique Mesure de l’impact du social: Lier les conversation et l’engagement au CA Des informations complémentaires, pas uniquement plus de données: une boite à outils prête à l’emploi (rapports préconfigurés, tableaux de bords et alerte)
- 17. Quel est l’impact des interactions sociales sur la conversion?
- 18. Les comportements des visiteurs des réseaux sociaux sont-ils différents des autres?
- 19. Est-ce que les différents segments de visiteurs des réseaux sociaux ont plus/moins de valeurs et donc devraient-ils faire l’objet de stratégies de ciblage et d’acquisition différentes?
- 20. Existe-t-il un bénéfice à optimiser l’expérience en fonction des comportements sur les réseaux sociaux?
- 22. 18 Conclusion Une solution qui adresse la diversité du média social Une mise en perspective de l’impact du marketing social sur le ROI Une plus grande granularité dans l’analyse des activités et comportements
- 23. Salon E-Commerce Stand H10 Wired – The Web is Dead http://bit.ly/bknmCP A Framework for Social Analyticshttp://bit.ly/oDuMek
Editor's Notes
- Given this rapid transformation in the consumer world, our customers face three big challenges: the multiscreen explosion, the move to data-driven marketing, and the digital enterprise. The multiscreen explosion means content now must move seamlessly with the consumer, whether it’s on a smartphone, a tablet, a PC, or a TV in the digital living room. This introduces tremendous complexity for designers and developers, as well as the publishers who want to deliver this content. There is no easy way for companies to scale the content creation and publishing workflows in an efficient and productive way on their own – it’s costly. Data-driven marketing is also gaining focus as virtually every business moves online. Companies need to understand where their customers are online, how to capture their attention and get them to purchase. Advertisers, publishers and marketers must adjust to customer behavior in real-time, with data driving split-second decisions about where to spend ad dollars and how to optimize ads and websites for maximum return. Finally, the digital enterprise is transforming how businesses engage their customers. Customer expectations are changing, and they now want the same rich, engaging experience they have come to expect from premier consumer sites across every online interaction. Good design and integrated channels of communication – across every device -- are going to make the difference between enterprises that attract and retain customers and those that don’t.
- In this evolving landscape, we at Adobe are focusing on three key areas where we can make the largest impact on our customers’ creation, delivery and optimization of digital experiences:content authoring, online marketing optimization and customer experience management.In content authoring, we are leading the revolution in how digital experiences are created, managed, distributed, and increasingly monetized in a multiscreen world. Our customers in this segment include traditional creators, developers and digital media professionals, as well as their management in marketing departments and agencies, companies and publishers. This is the core of what we have delivered for over 20 years, but we are evolving rapidly to ensure these customers have an integrated workflow to handle the plethora of new devices and formats that are emerging.In online marketing optimization, we are setting the standard for how digital advertising and marketing is measured, executed, and optimized. In this business our customers typically include advertisers, publishers,chief marketing officers and chief revenue officers. We process over a trillion transactions a quarter in helping our customers with visitor acquisition and conversion. This complements our content authoring franchise, bringing together art and science -- the art of creating content with the science of then optimizing it. Our third market focus is customer experience management, where we are transforming how enterprises engage with their customers through powerful digital experiences. Our customers in this business typically include the line of business owners as well as their IT partners. Our solutions are designed to help companies be effective in signing up and servicing their customers to produce real business impact.
- With the acquisition of Omniture, Adobe extended its ability to “complete the loop” from creation through optimization. We have traditionally offered tools to develop content and applications; servers and services to deliver them; runtimes to allow users to engage.Now, we also offer the ability to measure the effectiveness of content and applications, and optimize it for better customer experiences and improved business returns. As a key part of our strategy, we are increasingly building in that measurement and optimization capability into the tools, servers, services and runtimes. For example, CS5 offers key points of integration.This will help our customers increase their efficiency and effectiveness through one consistent and streamlined workflow.
- Across all the markets we serve, we provide three fundamental benefits to our customers:We make complicated, inefficient and expensive workflows easier – By providing an integrated set of solutions that address the entire workflow, and giving customers the choice of how they want to create and distribute content across OS, device and channelWe enable more engaging, compelling content and experiences – By offering the tools to effectively reach and retain customers in a way that stands out, regardless of the type of interaction or business objective And we make investments in assets and systems more effective – By providing better ways to manage information and assets as well as robust ways to measure, analyze and optimize the customer experience for better return on investmentAs a result of these Adobe differentiators, our solutions deliver:Greater revenue – Through greater customer acquisition, more effective conversion and better up-selling and cross-selling opportunities Increased efficiency – Through smoother workflows and better use of assets and investmentsLoyal customers – Through compelling experiences that engage customers for greater satisfaction and lifetime value
- Le Figaro – rare journale a etre rentableMagazine qui a reussie sa mutation sur le support digitalStrat initiée pour être precurseur sur le webPrincipe d’abon pour accécer au magazine de Stratégie visu numérique: prise position sur tablette sans réinventé la roue. K sur les flux de prod existant ou outi PS et INDesign qui était déjà utilisé.Problématique tablette = fragmentation = IOS, Android puis RIM – pas pensable de développer X contenu par plateforme – pas rentabmleDigital Publishing Suite était adaptée = 1 seul workflow, multi-device et vue à 360 de l’activité grace aux fonctionnalités analytiques d’OBU
- Souhait d’une refonte compléte de l’acces aux SIUI unique client-collaborateurContexte: hétérogéinite des SI, expceutiliateur limitée – contrainte formation & supportChoix des solutions de dev Adobe autour de la plateforme Flash (FlashBuilder, LCDataservices – connexion au BO existant)Plus grande réactivité sur l’evolution de UI, approche multi-plateforme et maintenance réduite, évolutivité des plateformes (tablette) pour capitalisé sur l’existantPerformance vs Client-Server ou Client-Web: téléchargement de l’interface 1 fois, puis plus que échange de data
- Tie all actual activity to customers – measure.