How to Use Adobe Campaign and Hootsuite
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How to Use Adobe Campaign and Hootsuite


Adobe Campaign Standard is now integrated
with Hootsuite. This means users can easily pull data and
leads from multiple social media channels into Adobe Campaign! The social data provided by Hootsuite can
enrich existing customer profiles in Adobe Campaign OR be used to create brand new profiles,
based on social data. Combining a customer’s existing lead profile
data with their social media data can help marketers better tailor messaging and content
to each customer’s journey. Let’s walk through how Hootsuite and Adobe
Campaign (Standard) bring actionable social media data into the broader marketing mix. From the Hootsuite dashboard, you can use
a social post to create a new Adobe Campaign profile, or update an existing one. Let’s say you’ve set up keyword automation
in your Hootsuite Dashboard, so that all incoming social messages that mention your Twitter
handle or a certain set of keywords get fed into a dedicated stream. Imagine one of these users is a sales prospect,
and you want to get them into Adobe Campaign. Simply Click More Actions, then ‘Send to
Adobe Campaign’. Now, review the information to be imported. You now need to choose whether to create an
entirely new record, based on this social information, or merge it with an existing
Adobe Campaign profile. If there aren’t any account matches, then
just create a new profile. You’re also given the choice to automatically
keep the Campaign record updated with any new social data or interactions. Let’s now review this new Profile in Adobe
Campaign. Under ‘Profiles’, you’ll find the social
information captured for this user. Click the new record, then the pencil icon. The General Tab now has all the information
you reviewed in Hootsuite. By clicking the Social Network name, you can
drill into this person’s interaction history, which is updated regularly. Click into a specific interaction; then copy
and paste the link to view it natively. One of the things that makes Adobe Campaign
a powerful marketing tool is the ability to make custom audiences for marketing automation
campaigns. With the social data you’ve collected using
Hootsuite, you could make a custom audience in Adobe Campaigns – for example, of people
who have mentioned your organization on Twitter at least once. Drill into this custom audience to review
the number of people on the list, and even individual users. You could then use Adobe Campaign to target
this custom list with an email campaign. Adobe Campaign also integrates with Hootsuite
Ads. Using this integration, marketers can serve
paid social advertisements to a custom audience created in Facebook from Adobe Campaign profiles. The flow of information also goes in the other
direction: the leads and other social data gathered from the social advertisements are
fed back into peoples’ Adobe Campaign profiles. The Hootsuite Ads/Adobe Campaign integration
also makes reporting more accurate. By linking purchases or conversions back to
the paid social campaigns the lead interacted with, marketers can get a proper attribution
of how social is supporting sales. Let’s say an individual was on a custom
Adobe Campaign list, and was sent a paid Facebook Ad with a promotion. If that individual then makes a purchase,
and that purchase is captured in their Campaign profile, you can draw a straight line between
the social ad and the subsequent purchase. Properly attributing how social advertising
supports sales is essential for accurately measuring social ROI. Finally, Hootsuite Ads can also act as a conduit
between Adobe Campaign Standard and other marketing automation tools. For example, by integrating MailChimp with
Hootsuite, you can transfer a contact from a MailChimp list and add it as a new ‘Customer
Profile’ in Adobe Campaign. Contact your Hootsuite representative for
more information about setting up this powerful integration.

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