Social Media ROI and Impact for Adobe |

Information About The Book!

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In nibh sapien, aliquet tincidunt fringilla at, feugiat quis enim. Cras consequat, ipsum et posuere venenatis, nulla massa mattis eros, sed varius turpis quam sit amet purus. Vestibulum vehicula consectetur congue. Sed facilisis nisi in lectus convallis, porttitor hendrerit est consequat. Vivamus hendrerit, ante sed ornare molestie, tortor lorem suscipit tortor, id sodales mauris metus quis purus. Nulla egestas tellus eu enim consectetur, sit amet sagittis nisl eleifend. Mauris laoreet venenatis sem, lacinia mollis augue mollis ac. Nulla a neque a justo dignissim feugiat. Mauris rhoncus eros sit amet augue dictum fringilla. Nunc dictum lobortis convallis.


Aenean vulputate urna est, ac sollicitudin enim vulputate et. Vestibulum tempus lacinia consequat. Donec posuere enim mi, vel lobortis erat pulvinar nec. Duis felis purus, adipiscing sed dolor at, volutpat sagittis magna. Sed imperdiet scelerisque mauris, vulputate dictum augue egestas sit amet. Nullam sit amet eros non purus fermentum dapibus ac a mi. Curabitur id viverra nibh. Donec scelerisque vulputate nunc, non interdum orci. Morbi ut quam eleifend, placerat ipsum eget, iaculis arcu. Curabitur blandit consequat nulla. Praesent non pellentesque neque. Duis tortor purus, dignissim sit amet sagittis egestas, feugiat nec elit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam pellentesque lectus nec arcu ullamcorper, a vulputate augue semper. Duis auctor velit in nisl scelerisque consectetur. Sed ornare quam diam, at placerat risus tristique at.


Vivamus vel facilisis ante, vel porttitor metus. Sed eu congue nibh. Fusce non diam ut enim pretium pellentesque. Vivamus quis euismod quam, non aliquet risus. Etiam ornare lorem sit amet gravida eleifend. Cras quis nibh pretium, pretium turpis consectetur, lobortis leo. Phasellus sed vestibulum metus, id vestibulum odio. Donec quis nisl ante. Fusce tristique sagittis erat ut bibendum.

Print Friendly
First Name * Email *

Endorsed by the Chairman of KPMG, CEO of Whirlpool, CEO of Intuit, CEO of SAP, Gary Hamel & others!

Social Media ROI and Impact for Adobe

Posted by on May 29, 2009


Olivier Blanchard (the brand builder) has been rocking out on social media ROI lately with some some awesome content.  One of my favorite topics that he has addressed is the difference between ROI and Impact.  As Olivier clearly explains, ROI is a financial metric…aka dollars and cents.  Impact is what can be measured with comments, followers, page views, etc.  I wanted to reference a recent real life example to help explain what ROI and Impact look like for a business.  Let’s take a look at some results for an Adobe campaign.

According to an imediaconnection article this was Adobe’s challenge:

“The business problem Adobe was addressing was very clear: It wanted to increase awareness of Adobe discounts for college students. We wanted students to know that Adobe offers college students up to 80 percent off the full retail prices of the Creative Suite 4 products with Adobe Student Editions”

The goals of the campaign was to drive page traffic and overall awareness (notice there is no mention of money).  Adobe created a game on facebook that challenged participants to discern between fake and altered photos.  So what were the results?  Well the campaign ran for one month at the end of last year and here is what was reported:

  • the game was played over 14,000 times including 5,469 in the first week and 6,160 in the second
  • During the first week, 40 percent of players returned to play again that same week
  • 22 percent checked out the tutorials
  • 6 percent clicked the “Share” button at the end of the game
  • 6 percent clicked “Buy Now” at the end of the game
  • The Adobe Students Facebook page received 3,000 new fans and more than 53,000 page views that week (compared with an average of 5,057 views per week prior to the campaign)
  • Numbers also remained high in the second week, with 21 percent of players accessing the game tutorials
  • 4 percent sharing the game with friends
  • another 6 percent clicking “Buy Now”
  • Week two also brought in an additional 2,500 new fans to the Adobe Students page
  • Week two also brought almost 50,000 additional page views

Before I go on, keep in mind that when I’m addressing ROI here it’s strictly for the one month period of the campaign.

Looking at the above results and using our definition from above we can begin to pull out the ROI of the campaign from it’s impact.  I am making one assumption here though, and that is that the people who clicked on the “buy now” button actually purchased the product.  In this case the amount of times the game was played, the comments, facebook fans, and page views, all fall under the “impact” category.  Looking at those numbers you can see that the campaign had a pretty good impact during it’s one month period.  In this case the ROI would be quantified in terms of the total dollar amount that those 6% spent on the product.  That dollar amount is the only ROI from this campaign.

In reality the best way to understand the ROI from this campaign would be look at trends and to measure those trends.  You absolutely must benchmark to really understand the ROI.  Start from square one and track.  This post is already getting long so I’ll make this brief and expand on this later, or actually I’m sure Olivier will cover this :)  For Adobe to understand the ROI from this campaign here are a few things they need to know:

  • Are the customers that purchased the products new customers?  If so, this means that Adobe is effectively able to increase their sales i.e. last year they had 1,000 customers now they have 2,000
  • How much do customers usually spend with Adobe?  Did the campaign cause them to spend more money?  i.e. they spent $100 per sale and now spend $150.
  • What sort of products do the Photoshop customers usually buy from Adobe?  Do they usually buy Adobe illustrator but now decided to buy Photoshop?  This means that Adobe is increasing their product exposure.
  • Did the customers purchase something recently?  This is important because it’s looking at how often customers buy from Adobe.  Did the Adobe campaign cause people to buy products more often from them?  Maybe customers purchased a product once every year but are now purchasing once every 6 months.

Here’s the video of Olivier Blanchard discussing ROI vs Impact.  Big thanks for starting this discussing which led me to write this post!

Print Friendly
First Name * Email *

First Name * Email *