Dropping in on the Adobe Summit 2016 — #AdobeSummit

Mar 21, 2016 | Press

In case this is your first visit to StatSocial, we’ll quickly catch you up on the fact that what we do here is analyze social media audiences. By which we mean any group of individuals who have gravitated toward one another in a social media context; be they the fans of a certain band, followers of a politician, perhaps those using a popular hashtag, or even those tweeting as attendees of a specific tech conference (you’ll find that last one relevant very shortly).

This week is the Adobe Summit 2016 digital marketing conference at Las Vegas’ Venetian Palazzo. This isn’t one of those regional conference dealies where you come staggering in on Tuesday morning hoping they’ll have donuts. This is the big time, baby! Mr. George Clooney his-danged-self is one of the keynote speakers.

Folks from all corners of the worlds both digital and actual (the people from the digital world being actual people as well) have convened in Sin City for the conference.

We have taken it upon ourselves, using data provided by the conference’s own attendees, collected from every nook and cranny of the social media sphere, to learn all we can about these Adobe folks.


A vastly, largely imaginative bunch it would seem, and unsurprisingly, they are also open, intellectual, liberal, and adventurous. Consistent with what you might expect, but how do we know this?

Not only can we tell you an audience’s make-up in terms of sex, age, geographic location, and all the basic demographic information you’d insist upon at a minimum, we can tell you what beers an audience prefers and in what proportion, or what portion of the audience drinks at all, we know what politicians they support, and what kind of cars they drive (and even often we can tell you what kind of cars they wish they drove). And in addition to StatSocial filling you in on all of this “what they like” type information, we can also tell you what they are like.

Thanks to a proud partnership with IBM Watson, and an integration of their Personality Insights™ cognitive language understanding technology into our reporting, we can now sort through billions of posts from throughout the social media landscape and blogosphere and in turn provide you an extraordinarily intimate and insightful profile of any audience we analyze.

(Check out this rather amusing, but also quite serious entry on the internet’s angry to learn more about how the Personality Insights™ integration works.)

So, you know we can go deep. And we promise you we can get weird. But we can also give you the basics. If you’re a marketer or brand, you want to know what TV shows your audience watches. Well, we can surely tell you that.


Nothing unusual about that list, except maybe it’s a bit cable-centric. But all shows very popular on social media, and very much the sort of list you’d imagine from this type of well-employed, higher than average intelligence crowd.

We have an interesting way of looking at our numbers though, always trying to get as full a story as possible out of them. As we say, the raw numbers matter, but you can only learn so much by sifting through tens of thousands of Beyoncé fans. We all love her. There’s no story there.

We have a special equation we call the “multiple” metric. It calculates the likelihood of the member of a certain social audience engaging in a certain behavior, or being the member of another social audience, when compared to the average social media user.

When we view the primarily tech-oriented attendees of the Experience Adobe Summit through this “multiple” lens the list of TV shows not only tells a story, it’s almost too perfect.


Starting things off is HBO’s exquisite and rightfully critically praised “Silicon Valley,” a hilarious look at the trials and tribulations of the world of start-ups in Palo Alto; of which this audience is 24 times more likely to be fans than the average social media user.

The cast of HBO’s excellent ‘Silicon Valley.’

Then the British sitcom, “The IT Crowd” the often deliriously funny, living cartoon about a trio of I.T. workers finds itself 22 times more likely to find favor with this bunch. Finally, “Halt and Catch Fire” an initially critically reviled, but now seemingly somewhat well-liked drama on AMC about the early days of the PC wars is 20 times more likely to find its fans attending the Adobe conference (a bit of information someone like, oh we don’t know… maybe AMC might find of interest).

And that, my friends, is why we use the “multiple” metric. A bit of real deal color has been added to this story. If you were analyzing an audience — even the fans of a certain peanut butter — and saw their top three TV shows were all, say, extremely violent, or about sports, that is actually information of value. Combined with other stats — that possibly confirm the violent and/or sports fan narrative — you can start to formulate a marketing plan that is a great deal better informed than most; since admit it, most social media marketing plans either involve piggybacking on existing trends, or throwing something against the wall and praying it sticks.

We here at StatSocial know we can help you to do much better.

To close, we love to look at whatever social audience we’re analyzing’s favorite “social influencers” — meaning social media figures of note, whose content is frequently shared etc. Here we’ve sorted by multiple. Unsurprisingly, tech bloggers, entrepreneurs, start-up CEOs, and digital guru sorts dominate.

In this case we didn’t necessarily need StatSocial to tell us the conference attendees at Adobe are techies, but knowing that they are — and knowing you know they are — gives us a gorgeous opportunity to demonstrate the sorts of unique insights only StatSocial can provide.

The stories our stats tell are true, and more importantly they’re a competitive edge over the competition.

To learn much more about StatSocial, the curious can are encouraged to visit the StatSocial site itself, where you’ll find all sorts of stuff including sample reports.

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