For the launch of Adobe Systems’ Creative Suite 5, the company used a social media plan that involved a mix of traditional and experimental tactics — and it all led to millions of video views, a trending Twitter topic and more than a million new fans across all platforms in only three months.
A few of their big ideas:
- Remember your global audience. Adobe partnered with Gowalla to give away copies of CS5 in exchange for check-ins at locations worldwide. International fans were thrilled to see that launch promotions weren’t focused only on North America.
- Internal experts are key. Adobe uses agencies to help with social projects, but nobody knows Adobe products and the content needs of the company’s fans and customers like its internal product managers. For future launches, Kremer and Poveromo plan to feature these internal resources even more.
- Balance planning with experimentation. Kremer emphasized the importance of balancing planning with the flexibility to work new ideas and experiments into social media projects — and to avoid assuming that all of what worked before will work again.