For companies of all sizes, it is no brainer that having presence in social media space is critical to your business success. But many of those companies do not have ability to articulate why social presence is important and how this is impacting their businesses. Through Sho's presentation, he will demonstrate current trend in social media and challenges social media marketers face. He will also present what technologies are available today to address such issues and how technology can enable companies to justify their investment in social media activities. Speaker Profile: Shotaro (Sho) Uehara is a Senior Evangelist and Product Manager at Adobe Systems in Japan & APAC region. In his role, he has responsibility to define and own the product strategy as well as product roadmap in the JAPAC market. Prior to joining Adobe, he held product management & alliance partner positions in Enterprise marketing group at Dell. Uehara holds a MBA from McGill University and a Master’s degree in Information Technology from Waseda University. He is a graduate from California State University, Long Beach where he received a bachelor’s degree in Business Administration, emphasis in business application programing.

1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOCIAL IMPACT: How do you know your company’s investment in social media
marketing is enough or too little?
Sho Uehara | Senior Evangelist & Product Manager
上原 正太郎
デジタルマーケティング
プロダクトマネジメント
シニアプロダクトマネージャー
アドビ システムズ 株式会社
〒141-0032
東京都品川区大崎1-11-2
ゲートシティ大崎 イーストタワー
Tel+81.(0)3.5740.3249 (Direct)
Mobile +81.(0)80.3506-3249
ueharap@adobe.com
Adobe Systems Co., Ltd.
Gate City Ohsaki East Tower
1-11-2 Ohasaki, Shinagawa-ku
Tokyo 141-0032 Japan
Shotaro Uehara
Sr. Evangelist & PM
Japan & APAC Markets
Adobe Marketing Cloud

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Advantage

3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Engage Customers With Personalized Experiences
Connect & Optimize
Streamline Workflow
Manage, Deploy, Engage, ConvertAttract & Acquire Report & Analyze
Adobe® Analytics
Adobe® Experience Manager
Adobe® Social
Adobe® Target
Adobe® Media Manager
Adobe® Creative Cloud

4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4 BILLION
4
Number of shares everyday on Facebook

5. © 2013 Adobe Systems Incorporated. All Rights Reserved.
Facebook growth
5
0
20
40
60
80
100
120
140
160
180
0
2
4
6
8
10
12
14
16
18
April May June July August September October
Japan US
US penetration
By population: 54.10%
By online users: 70.15%
Japan Penetration
By population: 12.79%
By online users: 16.35%
SocialBakers.com

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100% 91% 284% 649% 996%
Q3/11 Q4/11 Q1/12 Q2/12 Q3/12
In previous years, Social Engagement (likes, shares, & comments) on
Facebook has grown 10x
Social Engagement

7. © 2013 Adobe Systems Incorporated. All Rights Reserved.
How Social channel is perceived by the organization (Client-side vs. Agency)
7 Source: Adobe/eConsultancy Quarterly digital intelligence briefing

8. © 2013 Adobe Systems Incorporated. All Rights Reserved.
How Social channel is perceived by the organization size
(Less than $150m vs. More than $150m)
8 Source: Adobe/eConsultancy Quarterly digital intelligence briefing

9. © 2013 Adobe Systems Incorporated. All Rights Reserved.
The survey says…
9 Source: Adobe/eConsultancy Quarterly digital intelligence briefing

10. © 2013 Adobe Systems Incorporated. All Rights Reserved.
What are some challenges in social media marketing?
10 Source: Adobe/eConsultancy Quarterly digital intelligence briefing

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
So who should consider adopting social media management technology?
11
Inability to measure
business impact
47% of companies believe they can’t
measure their return on investment from
social media.
No marketing or
multi-channel insights
Social media programs disconnected
from systems tracking business
processes cannot quantify or qualify
impact across channel.
Disconnected tools
and workflow
Heavy reliance on
people and agencies

12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
So many technologies are available today
12

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What are Social Management Tools?
13
Social Advertising：
Promote content to Sponsored Stories Ads in a couple of clicks
Publishing & Engagement：
Create content once and push to all your communities
Governance & Administration：
Customize security and permissions to work for your team
Measurement & Analytics :
Real-time insights into what’s working
Listening & Moderation：
Identify trends and keep on top of questions and issues

14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tool selection criteria by functionality
14
• Reporting & Measurement
• Ability to tie social metrics to business conversions
• Mobile access
• Ability to download data in spreadsheet
• Account Management
• Manage multiple accounts on a single platform
• Governance and access level management
• Contents Management
• calendar & scheduling
• Social App creation
• Listening
• Identify trends in social and engage with key influencers
• Sentiment analysis & Listening capability coverage
• Social CRM
• Multilingual support

15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pitfalls to avoid before implementing the technology
15
• Understand your needs and have a clear objective on what you
want to achieve through Social Media activities
• Select technology that supports achieving your goals WHILE
allowing some scalability for future initiatives
• Know what insights you want to learn (build hypothesis and find
correlation)
• Understand where you are today and picture what you want to be

16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key questions for your organization
16
• Do you have a dedicated resource to run social media marketing?
• Do you invest in technology so that effort spent on SMM is measured and tied to
key business goals?
• Start with setting up some key benchmark data point for comparison
• Conversion from Social vs. Search/Display
• Analysis on correlation between social engagement and business results
• How technology investment is helping achieve the key objectives

17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key take way: Strategy, Process, People and Technology
17
Strategy &
Planning
Implementation
Measurement
and
Optimization
• Best Practices
• Competitive Insights
• Recommended tools &
tactics
• Activate tools & resources
• Implement strategy
• Streamline processes
• Deliver insight & analysis
• Optimization tactics
• Quantifiable metrics
1
2
3

18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Marketing Forum 2013
18
Date: June 13, 2013
Time: 1:00pm – 6:15pm
Place: Grand Hyatt Tokyo in Roppongi
Free admission
http://admf.adobe.com
Thought provoking key notes &
lots of informative sessions