As a leader in dig­i­tal mar­ket­ing and dig­i­tal media soft­ware, Adobe doesn’t have to turn far to find the prod­ucts and tech­nol­ogy that it needs to cre­ate, deploy, mea­sure, and opti­mize dig­i­tal mar­ket­ing cam­paigns. For the launch of Adobe Cre­ative Suite 6 and Adobe Cre­ative Cloud, Adobe took the oppor­tu­nity to show­case its robust social media ini­tia­tives and Adobe Dig­i­tal Mar­ket­ing Suite.

We wanted to engage cus­tomers and drive solid busi­ness results through social media, so we had to clearly under­stand the impact of all our strate­gies,” says Maria Poveromo, direc­tor of social media for Adobe. “We not only set out to gen­er­ate as much buzz as pos­si­ble, but we also wanted to con­tin­u­ally adapt our strate­gies along the way and see the returns.”

Adobe com­bined the cre­ativ­ity of the global social media team with the power of Adobe Dig­i­tal Mar­ket­ing Suite to sup­port a com­pre­hen­sive social media cam­paign that included tar­geted con­tent, A/B test­ing to opti­mize user inter­ac­tions on social sites, and paid media includ­ing Face­book Spon­sored Stories.

By mea­sur­ing and opti­miz­ing the cre­ative strate­gies used for the social media cam­paign, the Adobe social media team achieved a ten­fold return on invest­ment within the first two months after the Adobe CS6 launch. Social media drove more than three mil­lion vis­its to Adobe​.com. Using Adobe Dig­i­tal Mar­ket­ing Suite to accu­rately mea­sure cre­ative efforts, the team also deter­mined that vis­i­tors touched by social accounted for 13% of Cre­ative Cloud sub­scrip­tions and as much as 4% of sub­scrip­tions for other Cre­ative Suite products.

We deter­mined that our social media fans and fol­low­ers spend twice as much per visit to our site,” says Poveromo. “Today, we are grow­ing our social com­mu­ni­ties and invest­ing in cre­at­ing con­tent that gen­uinely engages and serves our user base.”

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