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How Brands use Social Media
Case Studies
Engagement models of some leading brands
Starbucks
• Retail Industry
• Annual Revenue:– 123 Billion USD
• Daily Unique Visitors:– 500,000
• SM Strategy:
– Understand how each channel provides a different dimension of engagement
– Centralize Coordination
– Find champions who can explain and mitigate risk
Starbucks
• Community Site: MyStarbucksIdea.com - where people submit , comment on, and vote for their favorite ideas
• Social Network: Group on Facebook: 3.5 Million Members
• Microblogging: Twitter, 250,000+ Followers
Toyota
• Automotive Industry
• Annual Revenue
• Daily Unique Visitors
• SM Strategy– Be in it for the long haul
– Pick channels carefully
– Spread engagement to employees beyond the social media team
Toyota
• Video Sharing: YoutubeChannel
• Microblogging: Twitter
• Blog: Priuschat.com Toyota provides access, information and support.
• Social Network:– Pages on Facebook
• Prius
• Lexus
SAP
• Information Technology
• Annual Revenue
• Daily Unique Visitors
• SM Strategy– Open the platform to anyone and everyone
– Encourage employees to tap into social media to get work done
– Engage in new channels where people already are
– Support engagement as an extension of the company culture
SAP
• Community Network: SCN (SAP Community Network)– 6 years old, 1.7 Million Users– Blogs, Discussion Forums, Wikis– 2/3rd contributors are customers, thought leaders, analysts and partners from
the SAP ecosystem
• Microblogging:
– Twitter: 8 Official Accounts, more personal accounts managed by SAP employees, partners, analysts
Dell
• Information Technology
• Annual Revenue
• Daily Unique Visitors
• Social Media Strategy– Be conversational from the start
– Make social media part of the job, just like email
– Modularize and synchronize content across channels
Dell
• Community Site: – Ideastorm – an idea generaton hub
• Blog: Direct2Dell
• Microblogging: Twitter
IKEA
• Retail Industry
• Annual Revenue: – 350Billion Euros
• Daily Unique Visitors:
– 400,000
• SM Strategy:
IKEA
• Social Network:– Group on Facebook:
• Everytime I go to IKEA I steal the little wooden pencils, 23,196 Members
• Community Site: IKEA Friends website
• Video Sharing: http://tv.ikea.se
• Blogs: – IKEAFans
– IKEA Hacker (Ideas from fans)
– Flatpack Ohio (Fan Website)
IBM
• High Tech Industry
• Annual Revenues
– > 100 Billion USD
• Daily Unique Visitors
– 500,000
• SM Strategy
IBM
• Wikis: Developerworks
• Virtual World: Rational Software Development Conference Business Center
• Presentation Share: IBM Social Computing Guidelines
• Social Network: R-Heroes
• Online Video: From Mr.Fong
• Podcasting: Podcast Series, My developerWorks
• Microblogging: Twitter, 2512 Followers
• Forums: My developerWorks: Forums
• Blogs: IBMers' blogs: (> 125 Corporate Blogs)
Ford
• Automotive Industry
• Annual Revenue:
• Daily Unique Visitors:
• SM Strategy
Ford
• Wiki Site: Where are the Joneses?
• Microblogging: Twitter, 11397 Followers, 1751 Updates
• Social Network:– Facebook Group: Where are the Joneses? 388 Members
– Facebook Page: Ford Drives U, 6944 Fans
• Blogs: The Social Media Marketing Blog by Scott Monty
Delta Air Lines
• Airlines Industry
• Annual Revenues:
• Daily Unique Visitors:
• SM Strategy:
Delta Air Lines
• Social Network: Page on Facebook: Delta's Force for Global Good
• Blog: Under The Wing
• Microblogging: Twitter, 7898 Followers, 30 Updates
• Video Sharing: YouTube Channel, 47 Videos, 1923 Subscribers
• Photo Sharing: 2 Flickr Accounts, >1550 photographs
Coca Cola
• Consumer Goods Industry
• Annual Revenue:
• Daily Unique Visitors
• SM Strategy
Coca Cola
• Blog: Coca-Cola Conversations
• Video Sharing: YouTube Channel: 12 Videos, 1092 Subscribers
• Online Video: The Extreme Diet Coke & Mentos Experiments
• Social Network: – Facebook App: Coke Tag (widget for sharing links)
– Facebook Page: Sprite Sips, 2797 Fans
• Virtual World:
– YouTube Channel: Virtual Thirst (Ideas submitted by users for Second Life experiences, 13 Videos
Rubbermaid
• Consumer Goods and Services
• Annual Revenue:
• Daily Unique Visitors:
• SM Strategy
Rubbermaid
• Bookmarking: StumbleUpon, 124 Favourites, 32 Reviews
• Online Video: YouTube Channel, 45 Videos, 34 Subscribers
• Reviews /Ratings: Section on website
• Blog: Rubbermaid – Adventures in Organization
• Photo sharing: Flickr Account, 473 Photographs
• Social Network: Facebook Page, 359 Fans
• Content Aggrn: FriendFeed, 354 Subscribers
• Microblogging: Twitter, 4551 Followers, 1774 Updates
Detroit Pistons
• Sports
• Annual Revenues
• Daily Unique Visitors
• SM Strategy
Detroit Pistons
• Video Sharing: YouTube Channel, 121 Videos, 262 Subscribers
• Microblogging: Twitter, 6507 Followers, 1032 Updates
• Social Network: » Posting Up: The Official Social Network of the Detroit
Pistons
» 10660 Members
» 1880 Photographs, 342 Videos, 78 Audio Files
» 36 Games, 985 Blog Posts, 30 Groups
» 6 Forums with around 5000 posts
Luxor Hotel
• Travel
• Annual Revenue
• Daily Unique Visitors
• SM Strategy
Luxor Hotel
• Blog: Luxor Insider
• Microblogging– Brightkite, 8 Friends
– Twitter, 7838 Followers, 2820 Updates
• Social Network
– Facebook Page, 5011 Fans
– Facebook App, 799 Fans
– MySpace Page
• Video Sharing– 2 YouTube Channel, 26 Videos, 64 Subscribers; 38 Videos, 105 Subscribers
– Vimeo Channel, 7 Videos
• Photo Sharing: Flickr, 117 Photographs
• Content Aggregation: FriendFeed, 50 Subscribers
• Widget: Beam (on desktop and connects you to exclusive VIP deals for FREE)
Overdrive Interactive
• Advertising and Marketing
• Annual Revenue
• Daily Unique Visitors
• SM Strategy
Overdrive Interactive
• Social Network– MySpace Profile, 22 Friends
– Facebook Page, 322 Fans
• Blogs: – Driving Forward: A blog for e-marketers
– Driving Forward: Stats for e-marketers
• Microblogging: Twitter, 2154 Followers, 1791 Updates
• Photo Sharing: Flickr, 487 Photos
Wal-Mart
• Retail Industry
• Annual Revenues:
– 400Billion USD Revenues
• Daily Unique Visitors:
– 500,000
• SM Strategy
Walmart
• Social Network
– Private: Elevenmoms
– Facebook Page, 14534 Fans
– Facebook Group, 1238 Members
• Blogs– Checkout
– The Wal-Mart Watch Blog
Telecommunications
• Embarq – Internet, Digital TV
– Video Sharing: YouTube, 54 Videos, 739 Subscribers
– Microblogging: Twitter, 462 Followers, 1059 Updates
• Telstra – Mobile, Home Phone, Internet, TV– Video Sharing: YouTube Channel, 17 Videos, 58 Subscribers
– Microblogging: Twitter, 1582 Followers, 2731 Updates
– Community Portal: Now We Are Talking
• Global Crossing – IP Convergence– Blogs: Ask. Listen. Act. Learn. Insights and Opinions from Global
Crossing
Telecommunications
• Nortel – Data Communications– Microblogging: Twitter, 1569 Followers, 458 Updates
– Video Sharing: YouTube, 123 Videos, 220 Subscribers
– Blogs: Nortel Blogs (4)
• Ericsson– Podcasts: Telecom Report Podcasts
– Blog: Televisionary Blog
• Mobile Heights – Mobile Communications Innovation– Crowdsourcing: Social Suggestions