When a Photoshop customer boots up the software for the first time, she or he is presented with a blank slate and the potential for limitless creativity. The ever-evolving nature of the software creates a demand for an outlet where customers can be educated and inspired on a platform that encourages participation and product feedback. The Photoshop Facebook page is made up of 4.9 million passionate Fans who use the platform to exchange ideas, gain inspiration and learn about what they can create with the premier image editing software. The community has grown without the use of paid media since its inception in 2009, and has been a primary source of creative collaboration for Photoshop users. The passion of the Photoshop community is illustrated by the hundreds of creative photo manipulations, designs and photographs that are submitted to Photoshop’s Facebook Timeline each month. Across the platform, the Facebook page provides millions of Photoshop users a way to engage with the product in a supportive and collaborative environment. Recently recognized as a brand page with the Top 10 Most Loyal Facebook Fans by LoudDoor, the channel offers customers a needed opportunity to see each other’s work, provide feedback, as well as a place to share tips, techniques and stories. To educate and inspire, the page regularly shares Photoshop tutorial content both created by third parties and the Adobe Photoshop team, and programs are developed to encourage community participation. For example, The Next Photoshop Evangelist Contest, hosted as a Facebook application, called on users to share their favorite “hidden gem" in Photoshop CS5 with a video tutorial. The grand-prize winner was sent to Photoshop World to meet the product team, and her story was shared with the Facebook community. Just prior to Halloween, the page asked Fans to give Adobe’s Senior Creative Director, Russell Brown, a “new costume" using Photoshop. Fans submitted 46 images via Facebook private message, and the submissions were shared in a photo album, which garnered more than 4,000 Likes. Individual photos received as many as many as 346 Likes. Another example of encouraging participation is the “Faking It" contest, which challenged fans to submit their own photo manipulations, based on a weekly theme, inspired by an exhibit at the Metropolitan Museum of Art in New York. Through these programs, Facebook Fans are inspired to create every day. One example is the use of artist stories, original tutorials and tips, and fan spotlights that celebrate creativity. One Photoshop Fan in particular, Megan Orsi, immortalized her passion for Photoshop with a toolbar tattoo. The team shared her story on the Photoshop social media channels, and her story garnered 42,396 Likes, 12,761 Shares, 2,912 Comments and reached one fourth of the fan base without the use of paid media. Lastly, the Photoshop Facebook page drives business value by functioning as a vehicle for collecting product feedback, building momentum for product releases, and raising awareness for newly released features and product versions. Customer evangelists are on hand daily to answer fans’ questions that are posted on the page.
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