Lisa Auslen, executive vice president in Silicon Valley, explains how Edelman ensured the successful launch of Adobe’s Creative Suite 5 (CS5) by conveying the benefits of open technology for creativity, self-expression and the free flow of ideas. If you watch the video closely, you’ll notice several themes emerge which are pillars for every communication and engagement strategy:
Mobilize your “actionists”: These are your most vocal supporters which will take action on your behalf.
Tell your story across the media cloverleaf: Use traditional, hybrid, social and owned properties to both communicate and engage with key stakeholders.
Monitor and amplify: Closely monitor everything that’s being said about you and your customers and give your fans a microphone.
Like many companies, Adobe (Edelman Client) is working to be effective across many forms of media while communicating and engaging in a focused, relevant way. Transmedia storytelling combined with social engagement can be a potent combination which yields tangible results.