Adobe and Livefyre Partner to Bring Curated Social Content to Brand Experiences
I’m thrilled to be sharing some exciting news that will give enterprises a competitive advantage in how they create and curate their branded digital experiences.
Today, we’re announcing a strategic partnership with Livefyre, a leader among social depth platforms as named by Forrester Research. This will now give marketers using Adobe Experience Manager access not only to brand created content from Adobe Creative Cloud, but also to curate and publish user-generated content from social networks into digital experiences.
Regardless of the buzzwords, such as omnichannel, multichannel, real-time and IoT, used to describe the digital disruption brands are facing, one thing is clear:
Content is still king.
According to Forrester, consumers engage with 11.4 pieces of content prior to making a purchase. A Nielson study found that consumers are five times more dependent on content than they were five years ago. And I know my tablet, smart phone and watch would not be so practical and engaging if it weren’t for the compelling content I can access at any moment.
The always-connected mobile consumer has put pressure on marketers to deliver compelling digital experiences to drive brand engagement and loyalty. A recent IDC report concluded that 85 percent of companies say they are under pressure to create assets and deliver campaigns more quickly; and 76 percent agree that personalization is driving increased need for more assets.
Innovations over the last several years have connected Adobe Creative Cloud to Adobe Experience Manager and the rest of the Adobe Marketing Cloud. Enterprises can now create and deliver rich, personalized experiences across websites, mobile apps and any connected device at unprecedented velocity for content marketing.
Bringing the totality of branded and social curated content together is a unique opportunity and capability that the joint Adobe and Livefyre partnership brings to marketers.
According to a study by Ipsos MediaCT, millennials spend about a third of their media time with user-generated content. This type of content is 50 percent more trusted and 35 percent more memorable than other types of media. As a result, brands trying to create experiences and content solely in-house and without consumer engagement are possibly missing the mark.
There are over two billion pieces of user generated content posted per day on social sites such as Facebook, Twitter, Instagram and YouTube. Your customers are not only consumers of your brand, but also producers of authentic content. This content is inherently engaging because it was born from engagement, a response to your brand and product. All of which makes user-generated content a core building block of a strong brand strategy.
Here’s an example of how Adobe and Livefyre perfectly bring brand- and user-generated content together:
- A major shoe manufacturer wants to enhance the interactivity and engagement of its web site, apps and owned online community. The marketer would author their new experience in Adobe Experience Manager (AEM) and source creative assets like images of athletes wearing the sneakers, brand videos and logos from Adobe Creative Cloud.
- The marketer would then drag-and-drop a Livefyre social application using AEM onto their page next to the branded content. Perhaps it’s a series of YouTube videos depicting its customers running, jumping, competing in various sports wearing its sneakers.
- The experience is then be published, delivered, and measured via AEM and the rest of the Adobe Marketing Cloud. The customer now enjoys a highly engaging experience that showcases branded content and authentic user-generated content that brings them into the story.
As the leader in digital experiences, Adobe is already helping marketers create amazing branded content using Adobe Creative Cloud and then delivering and optimizing those experiences using Adobe Marketing Cloud. Through this partnership, our customers will now be able to unify their branded content with the best social content discovered and curated by Livefyre and then easily deliver these unique experiences via owned properties using Adobe Experience Manager.
To learn more about this partnership, read the full press release, and register to be among the first to get updates and an exclusive invitation to the upcoming briefing: http://www.adobe.com/go/adobelivefyrepartnership.