Being Peter Kim

A Wiki of Social Media Marketing Examples

Over the weekend, I created a framework to port A List of Social Media Marketing Examples into a wiki.  I also invited the 166 people who've left comments on that post to become the initial collaborators in the new effort. (At least I tried to...Google Sites seems to have had a delivery problem. If you think you should have a login, try your existing email address - it may already be setup.)

Soon after inception, several people asked about turning the list into a wiki, which is a natural container for this type of information.  However, I delayed doing this immediately for many reasons.

One of the benefits of doing so manifests in the framework, which allows users to sort information by different categories.  In an early experiment, I had created an alphabetical directory by company name, with 26 pages.  Continuing with that approach would've meant replicating efforts to relist examples by channel, industry, or geography.

Let me say thanks again to everyone who's contributed to help create

A Wiki of Social Media Marketing Examples

I'm looking forward to collaborating on this new community resource with you.

Slicing and Dicing A List of Social Media Marketing Examples

Since starting a list of social media marketing examples, I've seen some great work to frame content for specific uses:

By technology/media type

• I posted a framework on Mashable called The 22 Step Social Media Marketing Plan
• Ray Schiel has listed almost all the examples by category

By country

• Australia: former colleague Steven Noble has bookmarked many examples
• Canada: David Jones has set up a wiki
• Germany:  Benedikt Köhler has blogged a list
• Malaysia:  A table at GreyReview
• United Kingdom:  John Welsh has blogged a list

By industry

• Haven't seen any yet...

If you are maintaining or know of a segmented list, please let me know and I'll link to you here.

Ego Trap: Social Media Ranking Tools

It seems like a new ego trap gets sprung every month.  This time, it's social media ranking tools.

What's an ego trap? In a nutshell, social technologies use game mechanics to get users hooked on participation.  People often get addicted to ego-stroking system feedback, until they can temper their usage (addiction?) in terms of utility vs. serendipity.  Self-promotion lies at the root of ego traps.

I don't think ego traps are inherently "bad."  However, I believe that individuals should be fully aware of the implications when participating - particularly what they're trying to accomplish and why.  Honesty with one's own ego is the key.

Some people are panicking after submitting their Twitter username and password to a site called Twitterank, which will "determine how worthy of a person you are in Twitterverse," while potentially stealing your password in the process.  Clearly an ego trap in action.  Why?

• There's no practical use of the service except for stroking one's ego. 

[Okay, I know the other posts had longer lists, but this one is just too obvious.]

Similar social media ranking tools include egoSurf, Twitter Grader, twInfluence, and [the now defunct] TweeterBoard.

Ranking tools are great when they're used for fun.  Be smart and don't give out your password to random sites.

BTW if you want to see if your favorite Tweeter got caught in the Twitterank ego trap, visit http://new.twitterank.com/?u=[username]

Previously:

• How to set an ego trap
• Ego Trap: Influencer Lists
• Ego Trap: Industry Awards

What goes up must come down

Influence: like Plinko?

I've typically thought of influence tactics as uni-directional, in a downward direction.  I imagine that the traditional approach of getting a message widely disseminated consists of targeting a beacon and letting your message bounce down a pyramid of nodes, like Plinko.

A "good" beacon exhibits wide reach, in the media sense.  Traditional media fit the bill quite nicely here.  The better the beacon, the more widely your message will travel.  The more beacons you seed, the more pyramids you'll sow.

Tom O'Brien's comment on influence has got me thinking about how beacons operate in social media.  They get used in two ways:

• Some programs target influencers as "quality beacons" that disperse messages effectively to a niche.
• Other programs target influencers in "beacon quantity," reaching out to as many nodes as possible within budget - think mommy networks, BzzAgent.

No doubt, social media has democratized influence and both of these approaches work.

What if we turn the board upside-down?

But I wonder if there's another more surgical approach to outreach that doesn't assume a uni-directional downward message dispersion.  What happens when you connect to beacons that will transmit upwards instead?  Doesn't it follow that what goes up, must come down?

For example, I was recently emailed by an author who said that a certain trade publication wouldn't review a new book.  I know the book has been sent out and been reviewed by some well-read bloggers, i.e. quality beacons.  But wouldn't this have been more effective by targeting "influencers" who would be able to connect directly with traditional media?  I know journalists participate in pyramids like everyone else - but I'm pretty sure no one wants to write a story two weeks after it's been kicked around in the blogosphere.

Maybe this is what professionals already do...

Maybe this is just PR 101 and I don't know it.  I've never had any formal outreach training, which you can probably tell...so if I've offended the PR professionals who read this blog, I apologize - please enlighten me!

From the outside, it seems like today's blogger outreach should be happening at step two, preceded by a step one of more precise and surgical targeting of upward-facing influencers - and rarely, if ever make a noise within the echo chamber, let alone in public.

Influencer, persuade thyself.

I've been reading the reactions to Pepsi's recent influencer outreach program, PR for The Pepsi Cooler.  Have been thinking about it in the perspective of other outreach campaigns, like Nikon, Vista, HP.

Seems like the lesson here - whether intentional or not - is "influencer, persuade thyself."  You don't make a meaningful dent in a $39 billion business by sending some aluminum out to 25 well-networked people.  What you do achieve is a discussion that starts to bounce around the echo chamber.  That's not necessarily a bad thing.

"There is only one thing in life worse than being talked about, and that is not being talked about." - Oscar Wilde

So what's NOT being talked about here?  Coca-Cola.  RC Cola.  Jones.  Red Bull.  Et al.

Look at this spike in Google search traffic for "pepsi new logo" since the first delivery date.  You think the program's working?

Free marketing advice and education

Chipotle Boortio, 10/31.

Times are tough, for sure - but that hasn't reduced the number of gratis opportunities available to learn and network for free.  I've noticed more than a few events happening this week, offering free advice and education.  Thought I'd pass them along, in case you're interested.

• Mon 27 Oct
  • 2 pm EST:  Tribes book tour teleconference featuring Seth Godin, Keith Ferrazzi, Pam Slim, and Dan Pink. (thanks, @pamslim!)
  • 6 pm CST:  Dallas Tweetup including Jeremiah Owyang and David Armano.
• Tue 28 Oct
  • 9:30 am EST: Forrester's Consumer Forum 2008 kicks off - watch for live streaming video, blog, and twitter updates.
  • 12 pm PST: Social networking for law firms featuring Ed Poll and David Nour.  (thanks, @heathermilligan!)
  • 5:30 pm EST: Social Media Club Louisville Happy Hour at Proof. (I'll be there, looking forward to seeing Nick Huhn, Jason Falls, and others.)
• Wed 29 Oct
  • 1 pm EST: Solutions Stars Video Conference featuring 34 small business and marketing thinkers including Guy Kawasaki and Brian Solis. (thanks, Geoff!)
• Thu 30 Oct
  • 9 am CST: SWOMfest 08 hosted by Jackie Huba and Ben McConnell
• Fri 31 Oct
  • All Day:  Chipotle Free Burrito Day.  (okay, it may not be about marketing, but it IS marketing.)
• Sat 8 Nov
  • 8 am PST: Real Time Matrix Social Summit (thanks, violetmae!)

If you have anything to add to the list, please comment below and I'll include above.

Ego Trap: Influencer Lists

I've been thinking about how ego traps operate in social media - which could also be called hero marketing (credit Seth Godin for suggesting the term).  Social media focuses on individuals.  Self-promotion lies at the root of ego traps, usually inclusive of helping and promoting others.

I don't think ego traps are inherently "bad."  However, I believe that individuals should be fully aware of the implications when participating in a hero marketing scheme - particularly what they're trying to accomplish and why.  Honesty with one's own ego is the key.

There's some chatter going on about "50 of the most powerful and influential women in social media."

Influencer lists are ego traps in action.  Why?

• The list host seeks credibility as an authority, in order to win more business.
• Those included on the list legitimize the host by linking back to the list.
• Those left off the list (and/or their friends) legitimize the list by linking to it.

(To Ron Hudson's credit, he comments on the digg story, "...digg this story so that they are discovered by more people. Keep in mind, you will also be contributing to my own popularity as well. With that in mind, digg or digg not.")  Other influencer lists include people on Twitter, marketing bloggers, or the Silicon Alley 100.

Influencer lists are great for discovering new voices and recognizing well-done work.  Let's just be aware of and honest about what everyone seeks in the process.

Previously - Ego Trap: Industry Awards

Defining Social Media Marketing

I don't like the Wikipedia definition of social media marketing, because it focuses too much on search and does not touch on corporate marketing or integration.  So let's try a new definition by thinking through the phrase "social media marketing," backwards:

• Marketing. A business function which exists to drive sales, by matching (sometimes generating) consumer need to company solutions, i.e. promotion that makes consumers aware of features and benefits, a product that fulfills a purpose, a price that the consumer is willing to pay, and a place where the solution can be obtained.
• Media. The plural of medium, a container or channel used to deliver content to individuals.
• Social. More accurately, socializing - interaction between individuals.  Call and response, idea and feedback.

Producing a definition of social media marketing:

"Interaction between individuals in [digital] delivery channels, exchanging content related to consumer needs and company solutions."

That's theory.  In practice, things start to break down and few marketers are operate in the conversational nirvana promised by social media evangelists.  Why?

• Media + Marketing. Inefficient traditional marketing, one-way delivery of sales messages.
• Social + Marketing. Unscalable marketing programs, limited by employee participation (when allowed) and uncontrollable community evangelism.
• Social + Media. Breaks when marketing content comes into play. Individuals interact by phone too, but dislike being dialed by telemarketers.

So social media marketing can be more precisely defined as:

"Interaction between a company and individual via [digital] delivery channels, intended to share commercial content that will lead to a sale and/or be passed along to others."

What am I missing here?  This sounds pretty much like traditional marketing to me.

234 Social Media Marketing Examples

234 examples, visualized. Created using http://wordle.net/

A month ago, I published a list of social media marketing examples.  At the time, the list started with 131 brands that were involved in social media to some extent.  (Sometimes not by their own choice.)

A month later, the list has added over 100 new brands due to the contributions of 81 community members.

Some interesting things happened along the way.  Dion Hincliffe from Social Computing Magazine requested permission to republish the list, no problem.  Almost 200 other bloggers have found the list helpful and I hope you do as well.  Unfortunately, I also stumbled across a few cases of plagiarism - two that were coincidentally blamed on "assistants" blogging whose work had not been checked.  (Really?  Maybe I need to get a blogging assistant, too.  But I'll be sure to equip that person with a copy of the MLA.)

As my way of saying thanks, here's a search engine shout-out to give credit where credit is due to everyone who has contributed to the list (either directly or through prior art):

Jeremiah Owyang, Mashable, Forrester, Mack Collier, Social Brand Index, Gavin Heaton, Philippe Deltenre, zeroinfluencer, Bruce Eric Anderson, Nick Ayres, Jeff Glasson, Luke, Mike, Robin Seidner, Tom Shea, Ed Nicholson, Stefan Halley, Tom Hoehn, Debbie Weil,  Marta Kagan, Paull Young, Kevin, Paul Fabretti, Nick Huhn, dominic, Michael Pranikoff, Kyle Flaherty, Ed Terpenning, Chi-chi Ekweozor, Lisa, David Bressler, C.B. Whittemore, Torley, David Jones, Keith De La Rue, Sean Lew, Tom Cummings, Donna Tocci, Adam Singer, Yianni Garcia, Matt Cronin, Stephen Manning, Jim Dietzel, Clayton, Mike, Kira Wampler, Woody Meachum, Lee Aase, Toby Bloomberg, Adam Denison, Colleen Gatlin, Davezilla, Gina, Marcos Fargas, Marianne Richmond, Kevin Barenblat, Dan Entin, Bruce Ertmann, Sean Moffitt, Elana Bowman, Dan, Andrew, James O'Connor, Herve Kabla, Sachin Agarwal, Lou Cuming, Danny Urguia, Kathrin Lohmann, Rafa, John Galpin, Ken Kaplan, Kathy Mandelstein, BJ Cook, John Welsh, Nils Koenig, James Finnen, Miko, Yvonne DiVita, Juny Lee, Massimo Cavazzini, and Gunther Lie.

But seriously...234.  Do you think that's it?

Ego Trap: Industry Awards

I've been thinking about how ego traps operate in social media - which could also be called hero marketing (credit Seth Godin for suggesting the term).  Essentially, social media focuses on individuals and ego traps help promote individuals, not necessarily at the expense of helping/promoting others.

I don't think ego traps are inherently "bad."  However, I believe that individuals should be fully aware of the implications when participating in a hero marketing scheme - particularly what they're trying to accomplish and why.  Honesty with one's own ego is the key.  (Or is it the id that's really the problem?)

Jeremiah has started a list of social media marketing awards.  Self-submitted industry award competitions are ego traps in action.  Why?

• Agencies seek credit for their work, so they can win more clients.
• Clients seek recognition for success, so they can ask for bigger budgets and salaries.
• Judges seek credit as subject matter experts, so they can get more business.
• Award hosts seek credibility as industry authorities, so they can get more business.

Award competitions work well when executed properly (i.e. focused topic, large sample of competition, critical judgment process), because they can be a quintuple-win situation for the participants: clients, agencies, judges, hosts, and observers.  Let's just be aware of and honest about what everyone seeks in the process.

Critical observations of 204 social media marketing examples

Last week, I shared a list of about 120 companies using and/or being used by social media marketing.  Less than a week later, that list has almost doubled solely based on community contributions.  Thank you for sharing.

The list seems big enough to support some analysis.  What do you think about these three major criticisms?

1. Big companies are lagging indicators.

• Although C.B. notes: "It's amazing to realize how many organizations now have a presence [when they didn't not very long ago] and also across several different platforms."
• Alfonso responds: "Keep your eye on the big boys to get an idea of what the me-too crowd does. No doubt they do it bigger and louder, but they have to: they're playing catch-up."
• Robert agrees: "I think we all have the tendency to gravitate to the household names to illustrate social media examples, but these companies often are laggards."

2. Are these examples really social?

• Dan points out: "There's a difference between participating in social media and marketing via social media."
• Tony takes this further: "Some of these examples feel a little more like social network digital advertising rather than social media."

3. Stuff is missing.

• Tim asks: "Where are the 'internal' employee/partner examples?"
• Philipp asks: "Are there more examples from Europe or the German speaking regions?"
• Antje says: "Next list should be smaller companies without huge budgets."

Your thoughts, reactions, and observations are appreciated.

• Should we really be watching SMBs instead?
• Is this conversation or lecturing?
• Why are we seeing these gaps?

Graphic analysis of 204 social media marketing examples

Last week, I shared a list of about 120 companies using and/or being used by social media marketing.  Less than a week later, that list has almost doubled solely based on community contributions.  Thank you for sharing.

The list seems big enough to support some analysis.  What do you think about this graphic?

(You can create your own at wordle.net.)

Thoughts?

A List of Social Media Marketing Examples

I've been thinking about how social media works.  For example, applying game mechanics to understand participation, thinking about users vs. customers, and deconstructing ego traps in PR campaigns.  This analysis makes me wonder if social media marketing matters and if so, does it scale.

I thought you might benefit from some of my background research on these topics.  And I'd appreciate your help in curating this list by providing more details and submitting additional cases.

[update 10.17.08] Thanks for your input and additions - the list has more than doubled from community contributions.  For easier storing and sharing, you can stumble, bookmark, or digg this page.

[update 10.29.08] For updates, you can subscribe to this page's comments feed or Twitter hashtag search for #smmlist.  The page also has a shortened URL: http://bit.ly/smmlist.

[update 12.08.08] I've set up a framework for these examples in a wiki.  Please contribute any new examples (and port your old ones) into A Wiki of Social Media Marketing Examples.

>> Last update: 23 November 2008
>> Total brands: 324

Examples of companies using and being used by social media marketing:

• 3 Italia.  Social networks:  Facebook Business and La3 DVB-H groups.⁸⁰ 
• Abbott Labs.  Social networks:  Facebook Labs Are Vital scholarship contest.⁴⁵
• Absolut Vodka:
  • Online video:  ABSOLUTworld.²⁰
  • Social networks:  Top Bartender page on Facebook.⁵⁶
• Accenture:
  • Blogging:  Nine corporate blogs.¹⁹
  • Podcasting:  Five corporate podcasts.
  • Social networks: Borderless Workplace.³
• Accuquote:
  • Blogging:  Life Insurance blog.¹⁹
  • Podcasting:  Life Insurance podcast.
• Acura:
  • Social networks: Facebook Acura TSX Connect fan page.
  • Widgets: Acura RDX Traffic on Yahoo.
• Acuvue.  Social networks:  Facebook "Wink" application.³
• Addison Avenue.  Crowdsourcing:  Suggestion box.⁷³
• Adidas.  Social networks: adidas soccer on myspace; 70% of ROI driven by pass-along, aka "never-ending friending."
• Adobe:
  • Blogging: Many individual and product blogs (directory)¹¹³
  • Tagging: Delicious account used to bookmark primarily tutorials.²
• Airplay.  Social networks:  Baseball Gameday Challenge Facebook application.⁵⁶
• Alltop:⁹⁸
  • Content aggregation:  By topic.
  • Online video: Alltop tutorial on YouTube.
  • Widgets: The Alltop widget.
• Amazon:
  • Social networks:  Shelfari.⁷⁰
  • Blogging:  Web Services blog.¹⁹
• AMC's Mad Men.  Microblogging:  Fake Twitter accounts.
• American Express.  Blogging:  OPEN Forum.⁶⁷
• American Legacy Foundation.  Social Networks:  MySpace, Bebo, hi5, xanga, Facebook, and Ning pages.⁹⁴
• American Red Cross.  Blogging:  Red Cross Chat.¹⁹
• Animal Planet.  Widgets:  Killer Clips widget on Yahoo.
• Annie's Homegrown.  Blogging: Bernie's Blog (offline).⁴
• AOL.  Blogging: Vincent Ferrari tries to cancel his account.¹
• Apple:
  • Blogging: iPod's dirty little secret.¹
  • Social networks: Apple Students group on Facebook.
• ArcelorMittal:
  • Blogging:  the inside story.¹¹³
  • Virtual worlds:  Second Life presence.³
• Artful Home.  Social networks: Community site.⁷⁷
• Arvada, Colorado.¹⁰⁹
  • Blogging: Inside the Center
  • Microblogging:  Twitter account
  • Online video:  YouTube account
  • Photosharing:  Flickr photostream
  • Social networks:  Facebook fan page
• AT&T:³⁰
  • Microblogging:  ATTNews, ATTblueroom, and OnwardSmallBiz on Twitter.
  • Online video:  Share AT&T channel on YouTube.
  • Photosharing:  Flickr photostream.
  • Social networks:  Facebook fan page.
• Austin Ventures.  Social networks: Facebook page.
• Avaya.  Blogging:  The Contact Center Insights Blog.¹⁹
• Avis.  Blogging:  We Try Harder.⁴¹
• Avon:³⁴
  • Social media press release:  Avon Breast Cancer Crusade.
  • Social networks:  Canada Breast Cancer Crusade on Facebook.
• BAE Systems.Blogging: Graduate blog.⁷⁴
• Bank of America:
  • Online video: Managers sing at a corporate meeting.
  • Social networks: Small Business Community on Clearspace.  Medal Me! Facebook application.⁵⁶
• Bayer.  Blogger outreach:  Berocca Blogger Relief pack.⁷⁰
• BBVA.  Social networks: Finance community.⁵⁴
• BearingPoint:
  • Blogging:  New Thinking For a Changing World.³⁶
  • Microblogging:  Twitter account.³⁶
  • Wiki:  MIKE2.0 Methodology.
• Best Buy:
  • Blogging:  CMO Barry Judge's blog.¹⁰
  • Microblogging:  Barry Judge on Twitter.¹⁰ Community Connection Manager, too.⁵³
  • Online Video:  Geek Squad HQ on YouTube.⁵³
  • Social networks: Created Blue Shirt Nation to allow retail employees to support each other.
  • Widgets:  Desktop Planner widget and Sarah Moulton Recipe Reminder on Yahoo.
• Best Western. Blogging: On the Go with Amy travel blog focuses on travel with kids.²
• Big Rock Brewery:⁵⁹
  • Blogging:  Friends of Big Rock blog.
  • Bookmarking: StumbleUpon account.
  • Meetup: Friends of Big Rock.
  • Microblogging: Twitter account.
  • Online video: YouTube account.
  • Photo sharing: Flickr group pool.
  • Social networks: Facebook group. Friends of Big Rock. MySpace group.
  • Voting:  Digg account.
• Bigelow Tea:
  • Social Networks:  MySpace and Facebook pages.⁹³
  • Blogging:  Bigelow Blog.¹⁹
• Blendtec.  Online video: YouTube channel has almost 100,000 subscribers and over 2.2 million views, helps sell B2B products to a consumer base.
• BMW. Social networks: Facebook 1-Series Road Trip application. Rampenfest fan page.⁴⁰
• Boeing.  Blogging:  Randy's Journal.¹⁹ Tanker Facts blog.
• Bojangles:¹¹¹
  • Microblogging:  Twitter GottaWannaNeeda account.
  • Social networks:  Facebook fan page.
• Bon Appétit  Magazine.  Social networks: Facebook page.
• Booz-Allen Hamilton: Social networks: Internal platform.¹⁰¹
• Borax.  Social networks:  Dirty Girl Quiz Facebook application.⁵⁶
• BreakingPoint Labs:²⁷
  • Blogging: Corporate blog
  • Microblogging: Twitter account.
• British Airways:
  • Microblogging: Twitter account.⁵
  • Social Networks:  Metrotwin community.⁵⁴
• Brooklyn Museum.³  Social networks: Click! crowd-curated exhibition, Posse community, ArtShare Facebook application.
• BSkyB. Social network: Facebook.⁷⁴
• BT. Blog: Insight blog.⁷⁴
• Burton. Microblogging: storedotburton on Twitter.⁷³
• CapGemini:⁸⁵
  • Community: Netvibes Universe including blogs, bookmarking, online video, slide sharing, virtual worlds, and wikis.
• Carnival Cruise Lines.  Social networks: Carnival Connections community.³
• Cavidi.  Blogging:  HIV Viral Load.¹⁷
• Charles Schwab. Social networks: Money and More community with Communispace increased Gen X customer base 32% year/year (now offline).³
• Chevrolet:
  • Crowdsourcing:  Super Bowl 2007 ad contest.
  • Social networks: Aveo Livin' Large Campus Challenge generated 217 million audience impressions.³
• Chevron.  Blogging: Event blog during the World Petroleum Congress.
• Chrysler.  Blogging: The Firehouse, a media blog for journalists and analysts.  Corporate blog.⁶⁴
• Cisco.  Blogging: Twelve corporate blogs.²
• Clorox.  Blogging: Dr. Laundry.¹⁹
• CNN.  Microblogging:  Political Ticker on Twitter.
• Coca-Cola:
  • Blogging: Coca-Cola Conversations discusses company history.²
  • Online video: Sponsored Cans Professional 3.  Diet Coke + Mentos by Eepybird.
  • Social networks:  Sprite Sips and CokeTag96 Facebook applications.
  • Virtual Worlds: Virtual Thirst contest in Second Life to design a vending machine.
  • Widgets: Coke Bubbles on Joost. 
• Comcast:
  • Blogging:  Bob Garfield's Comcast Must Die.
  • Microblogging: Customer support on Twitter.
  • Online video: Sleeping technician on YouTube.
• Common Wealth credit union (Canada).  Social networks: Young & Free Alberta, which led to $3.6 million in new funds.³
• Conde Nast Traveler.  Social networks: Facebook fan page.
• CoSTUME NATIONAL:¹⁰²
  • Blogging: Costumers, CNC, Ennio Capasa
  • Microblogging:  Twitter account
  • Online video: Costume National TV
  • Photosharing: Flickr photostream
  • Social networks: Facebook group and fan page.  MySpace page.
• Crest.  Social networks: Facebook page.
• Cubby Bernstein:⁴⁰
  • Microblogging:  Twitter account.
  • Online video: YouTube channel.
  • Social networks:  BroadwaySpace.  Facebook fan page and assistant's fan page. MySpace profile.
• Daimler AG:⁷⁵
  • Blogging:  Das Daimler-Blog.
  • Content aggregation:  FriendFeed account.
  • Online Video:  Daimler-Blog YouTube channel.
  • Photo sharing:  Flickr photostream.
  • Presentation sharing: SlideShare space.
• Darden School of Business:
  • Blogging: Dean Bruner's blog. Admissions News blog.
  • Podcasting:  Podcasts@Darden.
• Dawdle:⁶⁵
  • Blogging:  Corporate blog.
  • Microblogging:  Twitter account.
• Del Monte:
  • Brand monitoring: Used JD Power/Umbria to listen to conversations from dog owners.
  • Social networks: Created a virtual private community called I Love My Dog (offline) to support R&D efforts.
• Dell:
  • Blogging: Direct2Dell generates 3.5 million pages views/month.³ Nine official internal blogs and hundreds of team/departmental blogs in English, Chinese, Japanese, French Canadian, Portuguese, and Spanish.⁹ Dell Hell.  Osaka flaming laptop.
  • Brand Monitoring: Uses conversation monitoring from Visible Technologies.
  • Crowdsourcing: Ideastorm allows users to suggest and vote on ideas, has generated 9,800+ ideas.  Employee storm, internal idea community has generated over 2,700 ideas.³
  • Microblogging: 22 corporate accounts on Twitter, as well as 17+ individuals using "[Name]AtDell" handles
  • Virtual Worlds: Second Life island.²
• Deloitte.  Social networks:  D Street internal network.⁸⁸
• Delta Air Lines:
  • Blogging:  Under the Wing.
  • Microblogging:  Short-lived Twitter account during brand redesign.
  • Online video: YouTube account.⁸⁷
  • Photo sharing:  Flickr photostream and group pool.⁸⁷
  • Social networks: Delta's Force for Global Good on Facebook.⁸⁷
• Detroit Pistons.  Microblogging:  Twitter account.
• Deutsche Telekom.  Blogging: T-Systems Automotive blog.¹¹³
• Disney Music.  Widgets: Block Party widget.¹⁰⁶
• Domino Magazine.  Social networks: Facebook fan page.
• Doritos.  Crowdsourcing:  Consumer-generated Super Bowl ads.
• Dove:
  • Online video: dove evolution video on YouTube has generated over 7 million views.
  • Widgets:  MTV Fresh Takes widget.¹⁰⁶
• Dunkin Donuts.  Microblogging: Twitter account.
• Dwell magazine.  Social networks: Dwell Connect.⁹⁵
• eBay.  Wikis: Broadly focused community wiki (now closed).
• Edelman.  Blogging:  CEO Richard Edelman and Edelman Digital blogs.¹⁹
• Electronic Arts:
  • Online video:  Integration of YouTube videos into the upcoming Spore video game.
  • Social networks:  Smarty Pants, Spore, and Warhammer applications on Facebook.⁵⁶
• EMC².
  • Blogging:  Sixteen employee blogs.⁹⁵
  • Brand monitoring:  Using Collective Intellect.¹⁴
  • Content aggregation:  Friendfeed account.
  • Online video:  YouTube channel.
  • Organization:  Dan Schwabel, Social Media Specialist.
  • Photosharing: Flickr account.
  • Social Networks:  EMC ONE internal network.  Documentum on Facebook.
• Ericsson:⁹⁹
  • Blogging:  Televisionary blog.
  • Podcasting: Telecom report.
• Ernst & Young.  Social networks: Careers page on Facebook.
• Eukanuba.  Online video:  YouTube account.⁴⁷
• Experian:⁸² 
  • Blogging: Free Credit Report band blog.
  • Online video:  YouTube account.
• ExxonMobil.  Microblogging:  "Janet" was a fake Twitter account.¹
• Facebook.  Blogging: Corporate blog.¹⁹
• Fandango:
  • Blogging: Movie blog.¹⁹
  • Social networks:  Movie Pong Facebook application.⁵⁶
• Federal Citizen Information Center.  Microblogging:  Twitter account.⁴⁹
• Fidelity Investments:
  • Mashups: savings rate finder and checking account comparison.
  • Podcasts: Three topics relating to investment guidance.
  • Widgets:  market monitor.
• Fiskars:
  • Blogging: Fisk-A-Teers blog.⁴
  • Social networks: Fisk-A-Teers brand ambassador program.³
• Flying Dog Brewery.  Crowdsourcing: Suggestion box.⁷³
• Food Safety Information Center.  Microblogging:  Twitter account.⁴⁹
• Ford:
  • Blogging: Sponsored a test drive event for women bloggers.  Where are the Joneses? blog.⁸
  • Microblogging:  FordDriveOne on Twitter. Twitter account for North America.⁵
  • Organization: Hired Scott Monty to run social media.
  • Social networks: Ford Drives U Facebook group for student buyers. Where are the Joneses? group.⁸
  • Wiki:  Where are the Joneses?⁸
  • WOM campaign:  Hurra Torpedo campaign⁷
• Forrester Research:
  • Blogging: Twelve corporate blogs
  • Discussion boards:  Interactive Marketing discussion boards.³⁷
  • Microblogging: Twitter account
  • Online video:  YouTube channel
  • Social networks:  Facebook fan page.
• FujiFilm.  Social networks: Z Spot Now for its Z20fd camera on Ning.²
• Gartner:⁶²
  • Microblogging: Twitter account.
  • Podcasting: Gartner Voice.
• General Electric.  Blogging: From Edison's Desk.¹⁹
• General Mills.  Social networks:  Eat Better America.⁶³  Pssst.
• General Motors.
  • Blogging:  Seven corporate blogs. GM Facts and Fiction.⁹² GM Next.¹⁵
  • Microblogging:  GMblogs on Twitter.⁵⁰
  • Online video:  I Got Shotgun.¹⁵
• Global Crossing. Blogging:  IP Convergence.¹⁹
• Goodwill.  Blogging:  DC Fashion blog.³²
• Google:
  • Blogging:  Official Blog¹⁹  and 30+ other corporate blogs.
  • Online video:  Google channel on YouTube.
• Gourmet Magazine.  Social networks: Facebook fan page.
• GourmetStation.  Blogging: Delicious Destinations.
• Graco.²¹
  • Blogging: Corporate blog.
  • Microblogging: Twitter account.
• GSK:
  • Blogging:  alliconnect.¹⁹
  • Social networks: myAlli weight loss community.³
• GSN. Widgets: Catch a game widget.¹⁰⁶
• Guardian.  Blogging:  Comment is free.¹³
• H&M.  Social networks: Facebook fan page.
• H&R Block:
  • Microblogging:  Twitter account with almost 600 followers.
  • Social networks:  Facebook fan page with almost 1,000 fans.²
• Harley-Davidson:
  • Blogging: Museum blog.
  • Microblogging:  Twitter account¹¹⁴
  • Online video:  YouTube account¹¹⁴
  • Social networks:  MySpace and Facebook pages¹¹⁴
• HBO's True Blood:⁹¹
  • Blogging: Bloodcopy and Tru Blood blogs.
  • Microblogging: Sookie Stackhouse character account.
• Hearst.  Social networks:  Spin The Bottle Facebook application.⁵⁶
• Heinz.  Online video:  YouTube contest.⁵⁵
• Hershey's.  Blogger outreach:  Bliss House Party, generated 15,000 blog posts.³
• Hewlett-Packard:
  • Blogging: 55 corporate blogs.
  • Microblogging: Twitter account used for promotions at BlogHer 2008.²
• Hitachi.  Blogging: Six corporate blogs.¹⁹
• HomeGoods.  Blogging: Openhouse blog, written by four customers, unpaid.⁴
• Honda.  Widgets:  Honda Fit Top Videos widget on Yahoo. Readysodes widget.¹⁰⁶
• Hotel Indigo.  Widgets: Corporate widget.¹⁰⁶
• HSBC.  Social networks:  Stop the Great HSBC Graduate Rip-Off on Facebook.  The HSBC Business Network for entrepreneurs.²
• Hyundai. Widgets: Genesis widget.¹⁰⁶
• IBM.
  • Blogging:  125 corporate blogs.²
  • Forums:  developerWorks.⁷²
  • Microblogging:  Smart SOA SocialNetwork ((S3N)) Team on Twitter.⁷⁶
  • Online video:  Rational Heroes machinima videos and Meet Mr. Fong on YouTube.⁷²
  • Podcasting:  developerWorks⁷² and Social Networking Now⁷⁶
  • Social networks:  Rational Heroes community space.⁷²
  • Strategy:  internal social computing guidelines
  • Virtual Worlds:  IBM Business Center and Rational Software Conference/Hipihi in Second Life.⁷²
  • Wikis:  developerWorks.⁷²
• Ikea.
  • Blogging: Blogger relations with Jen Segrest of OHIkea, creator of "Saint Tokig" and forced to change her blog name to "FlatPack Ohio."  Ikea Hacker.⁸⁴  Ikea Fans.⁸⁴
  • Online video:  Video sharing (Sweden)⁸⁴
  • Social networks:⁸⁴   Community (Singapore).  Facebook fan group.
• Indium Corporation.⁴⁹   Blogging: Nine corporate blogs.
• ING:
  • Blogging: My Cup of Cha.¹¹³
  • Virtual worlds:  ING Cha Lounge.
    
• innocent drinks:
  • Photo sharing: Flickr pool for the big knit.
  • Social networks: Facebook fan page.
• Instituto de Empresa Business School.  Social networks:  ieCommunities.⁶⁹
• Intel.
  • Blogger outreach:  Intel Insider program.⁷¹
  • Blogging: Corporate family of blogs.⁷¹ Inside Scoop lifestyle blog.⁷¹  Game Faces blog.³⁴
  • Microblogging:  Intel Developer Forum and Inspired By Education.⁷¹
  • Online video:  YouTube account.⁷¹
  • Photo sharing:  Flickr photostream.⁷¹
  • Public Relations:  Social media news releases.⁷¹
  • Social networks: Facebook Intel Developer Forum, Inspired By Education, and International Science and Engineering Fair pages.⁷¹ Gateway 2 India on Facebook.¹⁰⁰  Intel Studios for unsigned musicians.⁷¹  Open Port for IT Pros.⁷¹  Intel Software Network Communities.²
  • Sponsorships:⁷¹   PopURL collection for IT Pros.  Digg Labs Visual Arc.  Slashdot meet the experts.
• Intercontinental Hotels and Resorts. Blog: Intercontental travelogue.⁷⁴
• Intuit:
  • Blogging:  TurboTax support team blog.  Bob Meighan's Amazon Blog.⁵¹
  • Crowdsourcing:  Suggestion box.⁷³
  • Microblogging:  25+ employee accounts on Twitter to answer product questions.⁴⁶
  • Online video:  QuickBooks account on YouTube.⁴⁶ TurboTax Tax Laugh on YouTube.⁵¹
  • Ratings and Reviews:  TurboTax⁵¹
  • Social networks: Corporate umbrella fan page on Facebook.⁴⁶  TurboTax Support community.  QuickBooks community.⁴⁶ JumpUp community for new businesses.⁴⁶ TurboTax Inner Circle Community.⁵¹  
  • Wiki: TaxAlmanac.²
• JCPenney.
  • Online video: Fake teen sex ad.¹
  • Social networks:  azjeans.com on Facebook
    
  • Widgets: JCPToday desktop widget
• Jeep:
  • Online video: YouTube Jeep channel.
  • Photo sharing:  Flickr pool.
  • Social networks: Facebook fan page. MySpace page. Jeep community.²
• JetBlue.
  • Blogging: "JetBlue hostage" blog.
  • Microblogging:  Twitter account.
  • Online video:  YouTube channel for corporate communications. Valentine's Day 2006 meltdown.¹
  • Photo sharing:  Flickr pool.
  • Social networks:  JetBlue University.² 
• Jobster.  Social networks:  Facebook application.⁵⁴
• Johnson & Johnson.
  • Blogs:  JNJ BTW.  Kilmer House - history blog.
  • Events:  Camp Baby 2008 for mommy bloggers.
  • Online video:  J&J health channel on YouTube.
  • Social networks:  Facebook Acuminder application and ADHD Moms fan page.⁴⁵
• Johnson Controls.  Blogging: Your Energy Forum.¹¹³
• Joffrey's.  Outreach:  Java Beta Test.  Results include new flavor and name.³⁹
• Kaiser Permanente.  Blogging: Dr. Maring's Farmers' Market and Recipe Update.¹⁹
• Keen Footwear.  Microblogging: Twitter account.
• KFC:¹¹
  • Blogging:  KFC Nation Citizen Blogs.
  • Social networks: KFC Nation.  Facebook fan page.²⁴
• Kia Motors.  Blogging: Kia BUZZ blog.⁷⁹ 
• Kimberly-Clark.  Widgets: Room-A-Day Giveaway widget.¹⁰⁶
• Kleenex:
  • Blogging: Let It Out blog.⁴
  • Social Networks: Let It Out community.
• Kodak:
  • Blogging:  A Thousand Words, Grow Your Biz, and PluggedIn blogs.¹⁸
  • Microblogging:  Chief Blogger and Chief Biz Dev Officer on Twitter.¹⁸
  • Online video:  YouTube channel.¹⁸
  • Organization:  Hired a Chief Blogger.
  • Photo sharing:  Flickr photostream.¹⁸
  • Podcasting:  Kodak Close Up.¹⁸
  • Social networks:  Facebook fan page.¹⁸
  • Tagging:  delicious account.¹⁸
• Kraft:
  • Blogging:  Adam and Tyler.⁶⁶ Love My Philly.¹¹³
  • Social networks: One Minute Mogul Facebook application.⁵⁶  First Taste product sampling community.
• Kryptonite:
  • Blogging: Lock picking secrets revealed.¹  Unbreakable Bonds blog.³⁸
  • Organization:  Director, Web/Social Media, Donna Tocci.³⁸
  • Social networks:  Facebook fan page.³⁸
• L'Oreal.  Blogging:  Vichy character blog and relaunch.
• Ladies Professional Golf Association (LPGA).  Microblogging: Twitter account.
• LaFraise.  Blogging:  Corporate blog.⁶⁸
• Lenovo. Blogging: Voices of the Olympic Games, with assistance from Ogilvy.² Personal blog of David Churbuck, VP of global web marketing. The Heart of Business blog.¹¹³
• LG.  Blogging:  The Official Blog of LG.⁷⁰
• Liberty Mutual.  Widgets: Coach of the Year widget.¹⁰⁶
• Library of Congress.  Blogging:  Official blog.¹⁹
• Linden Lab:³³
  • Corporate blog.
  • Online video.
  • Photosharing:  Flickr group pool.
  • Virtual worlds: Second Life.
  • Wiki.
• LinkedIn.  Blogging:  Corporate blog.¹⁹
• Loblaws.  Ratings and reviews: Incorporated user-generated content into promotional materials to generate lift, using Bazaarvoice.
• Lucky Magazine.  Social networks: Facebook fan page.
• Lulu.com:²²
  • Blogging: Adventures in self-publishing.
  • Microblogging: Twitter account.
  • Social networks: Mini-store application on Facebook.
• M/A/R/C Research.  Blogging: CEO Merrill Dubrow's blog.⁴⁹
• Marriott.  Blogging: CEO blog.
• Masi Bicycles.  Blogging:  Masiguy.³²
• Mattel.  Social networks: The Playground Community.³
• Mayo Clinic:⁴⁸
  • Blogging:  News blog.
  • Online video: Mayo Clinic channel on YouTube.
  • Podcasting:  Medical and Health podcasts.
  • Social Networks:  Fan page on Facebook.
• McDonalds.
  • Blogging: Corporate social responsibility blog. Fake Monopoly game blogs. Mom's Quality Correspondents blog - "real moms" blogging about McDonalds behind the scenes.
  • Podcasting: Investor relations and other issues.
  • Social networks:  Internal "Mindshare" community powered by Awareness Networks.  College Hoops Extra Value Picks Facebook Application.⁵⁶
• McKinsey & Company:
  • Microblogging:  McKinsey Quarterly and Business Technology Office on Twitter.
  • Social networks:  McKinsey Quarterly Facebook fan page.
• Men's Health Magazine.  Widgets: Daily dose widget.¹⁰⁶
• Men's Vogue Magazine.  Social networks: Facebook fan page.
• Mercedes-Benz.  Social networks: Generation Benz virtual private community.³⁷
• method:⁸¹
  • Customer support:  getSatisfaction page.
  • Microblogging:  Twitter account.
  • Social networks:  Facebook fan page.
• Microsoft:
  • Blogging:  Community blogs.¹⁹
  • Online video:  Bring The Love Back and Inspiration, Anyone? videos.⁷
  • Social networks:  Channel 9 developer community. Got Pies, OfficePoke, and Name That Small Business applications on Facebook.⁵⁶
• Miller Brewing Co.  Social networks: Today I'm Toasting Facebook application.⁵⁶
• Mini USA.  Brand monitoring: MotiveQuest project.²⁵
• Molson:
  • Blogging:  Molson in the Community blog.³⁴
  • Microblogging: Employees on Twitter include MolsonFerg, ToniaHammer, and MolsonRoss.³⁴
  • Outreach:  Brew 2.0 event.³⁴
  • Social networks: "No. 1 Party School in Canada" contest on Facebook backfires.  Or did it?
• Monster.  Widgets:  Monster jobs widget on Apple.
• Motorola:
  • Blogging:  Broadband Insights blog.¹¹³
  • Wikis: MOTO Q Wiki with how-tos on using the phone.
• Motrin.  Microblogging:  Motrin Moms controversy.
• Mountain Dew.  Discussion Boards:  Dewmocracy.⁴⁰
• MTV:
  • Blogging:¹¹³  Splash Page.  Movies Blog.
  • Social networks: Flux
  • Widgets:  VMA 2008 and New Year's Eve 2008 widgets.¹⁰⁶
• NASA.  Microblogging:  Twitter account.⁴⁹
• National Geographic:¹¹²
  • Blogs: The Green Guide
  • Forums: NGC Forums
  • Mashups: Wildlife Filmaker
  • Microblogging: Twitter account
  • Online Video: Everyday Explorers, YouTube channel
  • Podcasts: Three podcasts
  • Social networks: Imbee, MySpace,
    
  • Virtual worlds: LA Hard Hats virtual construction site.²
  • Widgets: NGM Widgets, Facebook widget
• National Instruments.  Social networks:  Nerd network.³
• National Marine Sanctuaries.  Microblogging:  Twitter account.⁴⁹
• National Science Foundation.  Microblogging:  Twitter account.⁴⁹
• National Women's Information Center.  Microblogging:  Twitter account.⁴⁹
• NBA.  Widgets:  2008 All-Star Ballot widget on Yahoo.
• NetShops.  Ratings and Reviews from PowerReviews increased sales 26%.³
• Network Solutions.¹⁰⁸
  
  • Blogging: Solutions Are Power blog
  • Crowdsourcing: Ideas Are Power
  • Microblogging: @netsolcares on Twitter
  • Online Video: Solution Stars Video Conference
  • Social Networks: My Solution Spot
• Nike.
  • Blogging:  Nike Basketball.  Running.¹⁹   Women NFR.¹⁹
  • Mashups:  Nike 6.0 action sports community.²  Nike+ running route finder.
  • Social Networks: Jordan Brand Breakfast Club drew 120,000 members.³
  • Widgets:  Nike+ challenges and goals.
• Nikon.  Blogging:  Marketing blogger outreach campaign.  Picturetown outreach campaign.
• Nintendo.  Online video: YouTube girlfriend on Wii Fit video.
• Nissan. Blogging:  Tiida Blog.¹¹³
• Nokia:
  • Blogger outreach:  WOM World.
  • Blogging:  Conversations.¹¹³
  • Social networks: MOSH.²⁰ Somebody Else's Phone ad campaign: Anna, Jade, and Luca character pages on Facebook.
• Novo Nordisk.  Blogging: Youth panel blog.¹¹³
• OpenSkies:⁴¹
  • Blogging:  OpenSkies blog.
  • Online video:  Fly OpenSkies channel.
• OpenTable.  Social networks:  Reservations application on Facebook.⁵⁶
• Oracle:
  • Blogging:  Hundreds of blogs.⁴²
  • Crowdsourcing:  Oracle Mix.⁴²
  • Microblogging:  110+ employees on Twitter and other services.
  • Social networks:  Oracle community.⁴²
• Orange.  Social networks:  unsignedAct promotion.²⁹
• Oscar Mayer:
  • Blogging: Hotdogger blog, inside the Wienermobile.  For real.
  • Microblogging: Wienermobile on Twitter.
  • Photosharing:  The Wienermobile In The Wild group pool
• PacSun.  Microblogging:  Twitter account.
• Pampers:
  • Blogging: Mommy blogger event.
  • Social networks:  Pampers village.⁴⁷
• Paramount Pictures.  Social networks:  Stop Loss Facebook application.⁵⁶
• Park City Mountain Resort:¹⁰⁷  
• • Blogging: Information blog. 
  • Microblogging: Twitter account. 
• Patagonia.  Blogging: The Cleanest Line.  
• Peace Corps.  Microblogging:  Twitter account.⁴⁹
• Pep Boys. Crowdsourcing:  Suggestion box.⁷³
• Pepsi:
  
  • Blogger outreach:  Can redesign triple package delivery.
  • Content aggregation: The Pepsi Cooler.
  • Organization: Hired Bonin Bough to run social media
• PetSmart.  Microblogging:  Twitter account.
• Pfizer.  Widgets:  Frame-Your-Horse widget on Yahoo.
• Pitney Bowes.  Blogging: Open Mike CEO blog.¹⁹
• Pizza Hut.²⁴  Social networks: Facebook fan page.
• PlusNet.
  • Microblogging:  Twitter account for customer support.
  • Social networks:  Community site.⁸³
• Pontiac.⁹²
  • Blogging:  Pontiac Underground.
  • Social Network:  Pontiac Pulse.
    
• PR Newswire:²⁶
  • Blogging: ProfNet Post
  • Microblogging:  20+ employee accounts and three corporate accounts
  • Photosharing:  Flickr photostream
  • Social Networks:  Three fan pages on Facebook, including PR Newswire for Journalists; News Releases Facebook application.
  • Tagging:  Michael Pranikoff on delicious
  • Widgets:  Eight Google gadgets,
• Progress Software.³¹
  • Blogging:  Four corporate blogs, including the SOA Infrastructure Blog.
  • Microblogging: Three Twitter accounts, including ProgressSW
  • Social networks:  Facebook SOA Infrastructure group.
• Progressive Insurance.  Widgets:  Progressive Traffic widget on Yahoo.
• PUMA:
  • Blogging: Fake ad controversy.
  • Social networks: Facebook Usain Bolt application.
• Purina:
  • Blogging:  Scratchings-and-Sniffings and PurinaCare Pet Insurance blogs.⁵⁵
  • Widgets: Yesterday's News on Yahoo.
• Queensboro Shirt.  Blogging: Behind the Seams.⁸⁹
• Quicken:⁴⁴
  • Blogging: Quizzle, What's The Diff? blogs.
  • Crowdsourcing:  Quicken Loans and Quizzle on Yahoo! Answers.
  • Microblogging:  Twitter account.
  • Online video:  YouTube account.
  • Photosharing:  Quizzleblog photos on Flickr.
• Reebok.  Social networks: Run Easy community. Facebook fan page.
• Renault.  Blogging:  ING Renault F1 Team Blog.¹¹³
• Revlon. Widgets: Lash Fantasy.¹⁰⁶
• Royal Bank of Canada.  Blogging: The Next Great Innovator Challenge.¹¹³
• Rubbermaid:
  • Blogging:  Adventures in Organization blog.³
  • Bookmarking: Rubbermaid on StumbleUpon.⁴³
  • Microblogging:  Twitter account.⁴³
  • Online video:  YouTube account.⁴³
  • Photosharing: Flickr photostream.⁴³
  • Social networks:  Facebook fan page.⁴³
• Salesforce.com.  Crowdsourcing: IdeaExchange has generated 8,300+ ideas.³
• Santa Cruz Skateboards.  Microblogging: Twitter account.
• Samsung:
  • Microblogging:  SamsungMobileUS and The Samsung Instinct on Twitter.²⁰
  • Social networks:  Ant Fight Club application on Facebook.⁵⁶
  • Widgets: Omnia widget.¹⁰⁶
    
• SAP.  Social networks:  Developer community.