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« Tuesday Morning Quarterback: Draft Results | Main | Graphic analysis of 204 social media marketing examples »

03 September 2008

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 onthese topics.  And I'd appreciate your help in curating this list byproviding more details and submitting additional cases.

>> Last update: 8 October 2008
>> Total brands: 239

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.
• 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. Tagging: Delicious account used to bookmark primarily tutorials.²
• Airplay.  Social networks:  Baseball Gameday Challenge Facebook application.⁵⁶
• 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 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.  Virtual worlds:  Second Life presence.³
• Artful Home.  Social networks: Community site.⁷⁷
• 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.  Social networks:  Canada Breast Cancer Crusade on Facebook.³⁴
• 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.  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.
• Bon Appétit  Magazine.  Social networks: Facebook page.
• Borax.  Social networks:  Dirty Girl Quiz Facebook application.⁵⁶
• BreakingPoint Labs:²⁷
  • Blogging: Corporate blog
  • Microblogging: Twitter account.
• British Airways.  Microblogging: Twitter account.⁵
• 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
• 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 Facebook application.
  • 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.
• Conde Nast Traveler.  Social networks: Facebook fan 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: Ideastormallows 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
• Delta Air Lines:
  • Blogging:  Under the Wing.
  • Microblogging:  Short-lived Twitter account during brand redesign.
  • Photo sharing:  Flickr account.
• 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.
• 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.
  • Brand monitoring:  Using Collective Intellect.¹⁴
  • Organization:  Dan Schwabel, Social Media Specialist.
• 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
• 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
• Ford:
  • Blogging: Sponsored a test drive event for women bloggers.  Where are the Joneses? blog.⁸
  • Microblogging: 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 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.
• Graco.²¹
  • Blogging: Corporate blog.
  • Microblogging: Twitter account.
• GSK:
  • Blogging:  alliconnect.¹⁹
  • Social networks: myAlli weight loss community.³
• 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.
• Hearst.  Social networks:  Spin The Bottle Facebook application.⁵⁶
• Heinz.  Online video:  YouTube contest.⁵⁵
• 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.
• HSBC.  Social networks:  Stop the Great HSBC Graduate Rip-Off on Facebook.  The HSBC Business Network for entrepreneurs.²
• 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 c

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