When Adobe announced Adobe SocialAnalytics earlier this year, and offered it under open beta in May, the news attracted close attention from enterprises keen to learn more about aggregating activity from social networks and online communities that gives them actionable insights into how that activity impacts key business metrics and brand perceptions.

In this FIR Interview, co-host Neville Hobson met with Chad Warren, Senior Manager, Product Marketing for Social Media at Adobe’s headquarters in the US, to discuss Adobe SocialAnalytics at the UK launch event in London on November 10.

During a wide-ranging conversation, Chad explained how Adobe SocialAnalytics works and what it does for the customer; what type of organization will use it and for what purpose; and some clear perspectives on the evolving marketplace for social media analysis products and services especially in relation to consolidation (eg, Salesforce’s acquisition of Radian6 earlier this year), fragmentation, and major entrants to the market such as Adobe.

• Detailed information about Adobe SocialAnalytics: social-optimisation.com.

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About our Conversation Partner

Chad Warren has spent the last 12 years designing and executing highly successful digital marketing strategy for brands including The Walt Disney Company, Best Buy, Microsoft, Expedia, Levi’s and Hawaiian Airlines.

In his current role, he sets direction for Adobe’s social media solutions within the Adobe Digital Marketing Suite and directs all related marketing.

Connect with Chad on Twitter: @chadwarren.

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)