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Simon Morris, Marketing Director EMEA, shares how Adobe leveraged social media for the pivotal CS6 launch.
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
The Social Marketing Detectives: A Case by Case Study Simon Morris, EMEA Marketing Director (@smorris75)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
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DIGITAL MEDIA DIGITAL MARKETING
| 3 | Course Title
Social is now integral to business
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Social Media & Business Objectives
4
PROFIT
GROWTH
INNOVATION
SERVICE
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Adobe & Creative
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Discovering the Audience and Marketing Channels
PHOTOGRAPHER
CREATIVE DIRECTOR
STUDENT
VIDEO PRODUCER
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Discovering the Audience and Marketing Channels
PHOTOGRAPHER
CREATIVE DIRECTOR
STUDENT
VIDEO PRODUCER
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Discovering the Audience and Marketing Channels
PHOTOGRAPHER STUDENT
CREATIVE DIRECTOR VIDEO PRODUCER
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
10 12,320 407
3
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Go Beyond Likes & Followers
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
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Goal: Target Influencers to Drive Revenue
Photoshop is the best invention next to the Internet <3
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Test Structure
Experience A Experience B
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Experience A
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue Experience B
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue What Did YOU Think?
Experience A Experience B
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
Experience A Experience B
Results – Data Optimized
Enter: 12%
Winner!
Learn: 200%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
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Goal: Target Influencers to Drive Revenue
Photoshop is the best invention next to the Internet <3
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 million referrals to Adobe.com
13% Revenue Contribution Creative Cloud
Reduced Ad Cost by 28%
$5,000 revenue from one Twitter follower
Results
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@AdobeSocial #SocialValue
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