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