입소문과 마케팅 - Season 2 : Customer Evangelist

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소셜미디어를 연동한 홈페이지구성

2009/04/29 02:24 / 마케터로 살기/소셜미디어 마케팅

스키틀즈는 알록달록 무지개 색깔과 달콤한 맛으로 전 세계 10대들을 사로잡은 미국 사탕회사다. 이 회사는 다소 엉뚱한 방식의 인터넷 홈페이지(www.skittles.com) 마케팅으로도 유명세를 타고 있다.

홈페이지 첫 화면은 팝업 광고 창처럼 아주 작게 만들어져 왼쪽 상단에 박혀 있다. 초기화면(HOME),제품(PRODUCTS),미디어(MEDIA),대화창구(CHATTER),친구(FREINDS),연락처(CONTACT) 등 6개로 이뤄진 다른 메뉴도 첫 화면처럼 색다르다.

제품 메뉴를 누르면 온라인 백과사전 위키피디아로 연결돼 스키틀즈 상품 설명 페이지가 나온다.

미디어 메뉴 중 동영상(VIDEOS)을 누르면 전 세계 네티즌들의 동영상 공유 사이트인 유튜브(Youtube)로，사진(PICS)을 누르면 사진 공유 사이트 플리커(Flickr)로，친구(FRIENDS)를 누르면 미국의 싸이월드로 불리는 페이스북(Facebook)으로 연결된다. 모두가 각 사이트에서 스키틀즈를 검색한 페이지들이다.

스키틀즈는 각각의 메뉴 성격에 맞는 ‘소셜 미디어(social media)‘를 끌어와 자신들의 홈페이지를 꾸민 것이다. ‘소셜 미디어‘는 네티즌들이 올린 글과 동영상，사진 등으로 운영되는 온라인 사이트를 일컫는다.

<Source: 한국경제 – 美사탕회사 `스키틀즈`의 엉뚱한 홈페이지 마케팅>

고객이 만든 컨텐츠들과 자연스럽게 홈페이지를 연결하는 방안입니다. 국내에서는 네이버에서 검색 한번하면 다 나오기때문에 똑같이 적용하기는 힘들 것 같습니다. ^^;

하지만 기업홈페이지와 소셜미디어를 자연스럽게 연결해주는 아이디어라는 점에서 눈여겨 볼 필요가 있습니다.

크리에이티브 커먼즈 라이센스

이 저작물은 크리에이티브 커먼즈 코리아 저작자표시-비영리-변경금지 2.0 대한민국 라이센스에 따라 이용하실 수 있습니다.

한RSS로 등록하시면 방문없이 최신 글을 받아볼 수 있습니다.^^ ---------->

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Posted by womme.

TAGS social media, 마케팅, 블로거, 블로그, 블로그마케팅, 소셜미디어, 홈페이지

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Social Media 담당자 구인 광고가 많이 보이네요

2009/03/31 22:17 / 마케터로 살기/소셜미디어 마케팅

매일유업에서 Social Media 담당자를 구인하고 있습니다. 관심있는 분은 자세한 구인정보를 참고하시기 바랍니다.(매일유업 – 홍보분야 신입사원 채용)

최근에 Social Media 담당자를 구인하거나 바이럴마케팅 전담부서를 신설하는 기업이 많아지는 것 같습니다. 확실히 몇 년 전보다는 관련 업무도 많아지고 회사도 많아졌습니다.

반가운 소식이지만 요즘 개인적으로는 쉽지 않은 분야라는 생각이 듭니다.^^:
그래도 Social Media 쪽에 관심이 많은 분은 직접 경험해볼 수 있는 좋은 기회가 될 것 같습니다.

크리에이티브 커먼즈 라이센스

이 저작물은 크리에이티브 커먼즈 코리아 저작자표시-비영리-변경금지 2.0 대한민국 라이센스에 따라 이용하실 수 있습니다.

한RSS로 등록하시면 방문없이 최신 글을 받아볼 수 있습니다.^^ ---------->

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Posted by womme.

TAGS social media, 소셜네트워크, 소셜미디어, 소셜미디어마케팅

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Gomting 2009/03/31 22:59 Modify/Delete Reply Address

요즘 각 정부부처들도 소셜미디어 이해도가 있는 홍보전문가를 전문계약직으로 한창 채용하고 있더군요.(법무부, 여성부, 외교통상부, 교육과학기술부, 농림수산식품부 등)
이미 블로그에서 오픈캐스트까지 나름 열심히하고 있던데...
뭔가 위에서 명이 있었던듯 합니다. ㅡㅡ;
- womme 2009/04/01 00:41 Modify/Delete Address
  
  네~저도 많이 본 것 같습니다.~ 그런데 가도 일하기 참 힘들 것 같아요~^^;;;
모세초이 2009/04/01 17:32 Modify/Delete Reply Address

소셜미디어의 영향력이 빨리 자리잡고 있다는 증거겠죠~ 좋은 자료 감사합니다~!!
- womme 2009/04/01 21:26 Modify/Delete Address
  
  '블로그마케팅'이라는 단어가 한참 유행이었는데 그 흐름이 차츰 '소셜미디어 마케팅'으로 옮겨가고 있는 것 같습니다.~^^

A Wiki of Social Media Marketing Examples

2008/12/08 16:18 / 마케터로 살기/소셜미디어 마케팅

소셜미디어 마케팅 사례를 위키를 통해 정리해놓은 사이트입니다. 계속 업데이트 중이기 때문에 사례 참고용으로 좋은 사이트가 될 것 같습니다.

(Wiki를 활용해서 만든 사이트인데 국내에도 비슷한 사이트가 있으면 좋을 것 같습니다.^^;;
위키를 어떻게 쓰는지 배워야겠군요;;)

A Wiki of Social Media Marketing Examples http://wiki.beingpeterkim.com

덧. 위키관련글 – 위키를 활용한 협업 노하우

크리에이티브 커먼즈 라이센스

이 저작물은 크리에이티브 커먼즈 코리아 저작자표시-비영리-변경금지 2.0 대한민국 라이센스에 따라 이용하실 수 있습니다.

한RSS로 등록하시면 방문없이 최신 글을 받아볼 수 있습니다.^^ ---------->

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Posted by womme.

TAGS social media, 소셜미디어, 소셜미디어마케팅, 위키

미국 입소문(word of mouth) 사업을 창조한 17인에 대한 이야기

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November 2008: Most Popular Posts

2008/12/03 11:27 / 마케터로 살기/입소문마케팅 자료

Social Media와 관련된 인기 포스트만을 정리해놓은 자료입니다.

November 2008: Most Popular Posts

A List of Social Media Marketing Examples (각 회사/브랜드별 소셜 미디어 마케팅 샘플. 강추!)
Comments on The Next Digital Era
PR Week: The Next Digital Era
A framework for measuring social media
A ninety second business trip
How to set an ego trap
Social media isn’t socialism
Applying game mechanics to social media
What is community?
Ego Trap: Social Media Ranking Tools

<Source: Being Peter KIM>

크리에이티브 커먼즈 라이센스

이 저작물은 크리에이티브 커먼즈 코리아 저작자표시-비영리-변경금지 2.0 대한민국 라이센스에 따라 이용하실 수 있습니다.

한RSS로 등록하시면 방문없이 최신 글을 받아볼 수 있습니다.^^ ---------->

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TAGS BR, PR, social media, 마케팅, 비지니스, 소셜 네트워킹, 소셜미디어, 소셜미디어마케팅

미국 입소문(word of mouth) 사업을 창조한 17인에 대한 이야기

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소셜미디어 마케팅 사례

2008/11/13 13:19 / 마케터로 살기/입소문마케팅 자료

소셜미디어 마케팅 사례입니다. 각 사례별로 링크가 포함되어 있습니다.
(출처: http://nowisgone.com/)

Crispin Porter’s viral Subservient Chicken garnered about 14 million unique visitors and 396 million hits to date, through Adweek here (March 7, 2005).

Up Your Budget Treasure Hunt for Budget Car Rental in 2005, the first ever blog-based viral marketing campaign, promoted entirely through bloggers and blog advertising – with no traditional marketing whatsoever. The results: one million unique visits to the site, 2,000 registered treasure hunters, and over 10 million page views in only four weeks. The clue videos were downloaded a total 43,000 times. There were 19.9 million blog advertising impressions at an average cost of 33 cents. Created by BL Ochman.

Click TV – Blogger Relations for Click TV (April 17, 2006): An outline of a blogger relations campaign for a Web 2.0 company, Shel Holtz, results here

Fiskateers for Fiskars, who make crafting tools. Branded mentions of Fiskars products are up more than 400% on a per-week basis since the program began, from Brains on Fire (2007?)

Coca Cola’s Community Approach to Second Life (April 17, 2007): Coca-Cola’s new social media strategy in Second Life featured an approach other than buying real estate and creating a store, Shel Holtz & Crayon

SeaWorld San Antonio: Journey to Atlantis (May 3, 2007): The launch and results of an “event” site to support the opening of a new ride, My PR Pro

Splashcast’s Social Media for Marketing: (May 16, 2007): Splashcast used social media for marketing purposes, and succeeded by directly engaging the community, Marshall Kirkpatrick

GeoCommons Social Media News Release (May 29, 2007): An outline of the pitfalls and successes of releasing news via SMNR, Livingston Communications

New Adventures of Old Christine (June 14, 2007): The show was about to get a new day and time, and she thought outreach to parent bloggers was a perfect fit, CBS via Marketing Roadmaps

Sci Fi Channel Digital Press Tour (July 12, 2007): Sci Fi channel begins blogger relations program by providing access to filming setsSci Fi, Channel via Marketing Roadmaps

Goodwill’s Social Media Strategy (August 29, 2007): How Goodwill used social media to rebrand its vintage clothing, Livingston Communications

Five Lessons from the SIGGART Online Word of Mouth Campaign (August 30, 2007): Thiseco-friendly aluminum water bottles company chalked up tons of quantifiable results, including 8000 unique visitors who visited for an average of 17 minutes, Gold Group

Hugh Macleod at gapingvoid has done a spectacular job of marketing Stormhoek wine entirely through blogs and social networking, vis a vis BL Ochman (Sept. 17, 2007)

Gates Foundation ED in ‘08 (Sept. 25, 2008): This very successful case study shows social media tools from video to Facebook, and calls to action like ordering endorsement kits, Mindshare Interactive

Social Media Case Study: CMP’s TechMash (September 27, 2007) Social media forms used to garner attendance at CMP event, Horn Group

A Social Media News Release from Eurekstar (October 2, 2007): Shift Partner and Father of the SMNR breaks down form and function in this one, SHIFT Communications.

Marketing Pro Lewis Green discusses how his BizSolutionsPlus blog yielded four clients in one year (October 15, 2007).

Dell Computers does a complete 180 and reverses Jarvis’ Dell Hell to become a company admired across social media circles. And Jarvis writes them up for their great progress in BusinessWeek (October 18, 2007).

Squidoo is profitable, and without venture capital, Viget Labs and Seth Godin (December 18, 2007)

The White House uses social media to get the word out on drug policies (December 18, 2007)

ITToolbox, who’ve grown their social network for IT professionals into multi-million business with more than $8 million in ad sales, and 1.7 million pages of user generated content as of Jan. 1, 2008.

Sony drives approximately 11,000,000 million visits to 30 Days Night moviecontests page using Facebook widget (reported by Jeremiah, January 29, 2008)

Nokia’s Mosh creates more than 200,000 rabid friends, almost 30 million downloads through crowd-sourcing initiative (reported by the Buzz Bin, March 3, 2008)

The Human Capital Institute uses its liveblog to engage its membership, determine if they are social media savvy, Livingston Communications (March 18, 2008)

H&R Block Friends Stressed Out Taxed Americans on Twitter (reported by Social Media Explorer, March 21, 2008)

Disney’s continued MySpace Step Up 2 the Streets success yields a surprise box-office hit; it also managed to expand the movie’s already sizeable and enthusiastic group of fans. The movie’s MySpace profile has more than 156,000 friends (March 24, 2008, AdAge via Social media Optimization).

Neat Receipts Becomes a Hit with Mommy Bloggers (SHIFT Communications, April 2, 2008).

The U.S. Department of Health and Human Services’ Pandemic Flu Leadership Blog: HHS engaged national leaders and the online pandemic flu community through its 5-week blog summit (June 2007 by OgilvyPR).

Joffrey’s Coffee & Tea Company drove traffic to their site, increased buzz and branded in social media and the blogosphere using a beta test. More than 1500 blogs participated (Pierson Grant Public Relations, June 3, 2008).

Scripps Networks – HGTV’s Rate My Space. Online community creates prime advertising real estate, generating ROI within weeks and creating continuous stream of advertising revenues. Success leads to companion television series – social media successfully serves to bridge gap between online and on-air (NY Times, June 19, 2008).

Adidas leverages mobile social media to increase retail revenues 20x around NBA All Star game in Vegas (Event Marketer, June 24, 2008).

Network Solutions is using a monitoring program to turn around a negative blog post ratio in the 58 percentile range (Livingston Communications, August 8, 2008).

The Nature Conservancy leverages Facebook and Digg for cause marketing: How TNC raised nearly $75,000 through Facebook Causes and a partnership with Lil Green Patch, a popular Facebook application. The group has also built significant brand awareness through the social news site Digg! (As reported by Jonathon Colman of TNC, September 29, 2008

크리에이티브 커먼즈 라이센스

이 저작물은 크리에이티브 커먼즈 코리아 저작자표시-비영리-변경금지 2.0 대한민국 라이센스에 따라 이용하실 수 있습니다.

한RSS로 등록하시면 방문없이 최신 글을 받아볼 수 있습니다.^^ ---------->

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Posted by womme.

TAGS social media, 마케팅, 소셜미디어

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Social Media Marketing 사례

2008/09/08 13:52 / 마케터로 살기/소셜미디어 마케팅

Social Media Marketing 사례입니다. 원문은 'A List of Social Media Marketing Examples' 입니다.

개인적으로 관심이 많은 분야이기 때문에 좀 길지만 통으로 퍼왔습니다.
(미안해요 PeterKim;;;;)

회사별로 정리되어 있기 때문에 사례 연구에 많은 도움이 될 것 같습니다.^^

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

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
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. Blogging: Web Services blog.¹⁹
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
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
Bank of America:
- Online video: Managers sing at a corporate meeting.
- Social networks: Medal Me! Facebook application.⁵⁶
BBVA. Social networks: Finance community.⁵⁴

more..

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
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.¹⁹Tanker 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
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.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.
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.

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

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
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

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
General Electric. Blogging: From Edison's Desk.¹⁹
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
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
Strategy: internal social computing guidelines
Virtual Worlds: IBM Business Center in Second Life.

Ikea. Blogging: Blogger relations with Jen Segrest of OHIkea, creator of "Saint Tokig" and forced to change her blog name to "FlatPack Ohio."
Indium Corporation.⁴⁹ Blogging: Nine corporate blogs.
innocent drinks:

Photo sharing: Flickr pool for the big knit.
Social networks: Facebook fan page.

Intel.

Blogging: Game Faces blog.³⁴
Social networks: Intel Software Network Communities.²

Intuit:

Blogging: TurboTax support team blog. Bob Meighan's Amazon Blog.⁵¹
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
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

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

Joffrey's. Outreach: Java Beta Test.³⁹
Kaiser Permanente. Blogging: Dr. Maring's Farmers' Market and Recipe Update.¹⁹
KFC:¹¹

Blogging: KFC Nation Citizen Blogs.
Social networks: KFC Nation. Facebook fan page.²⁴

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. Social networks: One Minute Mogul Facebook application.⁵⁶
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

Lenovo. Blogging: Voices of the Olympic Games, with assistance from Ogilvy.² Personal blog of David Churbuck, VP of global web marketing.
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
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

Men's Vogue Magazine. 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. Wikis: MOTO Q Wiki with how-tos on using the phone.
Mountain Dew. Discussion Boards: Dewmocracy.⁴⁰
National Geographic. Virtual worlds: LA Hard Hats virtual construction site.²
NBA. Widgets: 2008 All-Star Ballot widget on Yahoo.
NetShops. Ratings and Reviews from PowerReviews increased sales 26%.³
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.
Nokia. Social networks: MOSH.²⁰
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
Pampers:

Blogging: Mommy blogger event.
Social networks: Pampers village.⁴⁷

Paramount Pictures. Social networks: Stop Loss Facebook application.⁵⁶
Patagonia. Blogging: The Cleanest Line.
Pfizer. Widgets: Frame-Your-Horse widget on Yahoo.
Pitney Bowes. Blogging: Open Mike CEO blog.¹⁹
Pizza Hut.²⁴ Social networks: Facebook fan page.
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.

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.
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
Samsung:

Microblogging: SamsungMobileUS and The Samsung Instinct on Twitter.²⁰

Social networks: Ant Fight Club application on Facebook.⁵⁶

SAP. Social networks: Developer community. Business process expert community. Ecosystem collaboration.⁶
Saturn. Social networks: ImSaturn.¹⁵
Scotland National Health Service. Social Networks: My Community Space.²⁹
SeamlessWeb:⁵⁷

Blogging: Insider's Network blog.
Microblogging: Twitter account.
Photosharing: Flickr group pool.
Social networks: Facebook fan page.

SELF Magazine. Social networks: Facebook fan page.
Seventeen Magazine. Social networks: Facebook fan page.
Shop Direct Group (UK).²³ Blogging: Corporate blog. Love Label from Littlewoods Direct.
Siemens. Widgets: NCAA basketball widget on Yahoo.
Silk Soy Milk. Social networks: Green Caps for Green Energy Facebook application.⁵⁶
Sonic Drive-In. Widgets: Gift List Manager widget on Yahoo.
Sony Electronics. Blogging: Sony Electronics blog. Fake PSP blog in 2006.
Southwest Airlines.

Blogging: Nuts About Southwest.
Microblogging: SouthwestAir on Twitter.
Online video: YouTube channel.
Photo sharing: Flickr group.
Widgets: Ding!

Spring Awakening musical:⁴⁰

Blogging: Totally TRUCKED! blog.
Online video: YouTube channel.

Starbucks.

Crowdsourcing: My Starbucks Idea.
Microblogging: Twitter account.¹²

Starwood Hotels. Blogging: The Lobby.
Stormhoek:

Blogging: Corporate blog.
Online video: YouTube channel.
Social networks: Facebook group.

StubHub. Social networks: Concert Scene Facebook application.⁵⁶
Sun Microsystems.

Blogging: 4,600+ Sun-related blogs.
Online video: YouTube account.⁴⁷

T-Mobile.

Blogging: Deutsche Telekom/T-Mobile demands that the Engadget Mobile blog discontinue using the color magenta.
Social networks: Transmission with T-Mobile music show on Bebo.²⁹

Taco Bell.²⁴ Social networks: Facebook fan page and I Love Taco Bell application.
Target:

Blogging: Times Square billboard situation.
Social Networks: Facebook fan page. Dorm Survival Guide application with 7,000+ members on $500,000 budget. Facebook WOM campaign.¹
Widgets: Four widgets on Yahoo.

Teen Vogue. Social networks: Facebook fan page.
Telstra:³⁵

Blogging: 14 blogs under the now we are talking banner
Podcasting: now we are talking podcast

Texas Instruments. Blogging: DSP blog.¹⁹
The Economist. Social networks: Facebook fan page.
The Home Depot:¹⁰

Microblogging: Twitter account.
Online video: YouTube channel.
Ratings and reviews: Bazaarvoice's Ask & Answer
Tagging: Social bookmarking in several content areas

The New York Times:

Blogs: 60+ content blogs.
Microblogging: Twitter account.
Social Networks: TimesPeople - article sharing in Firefox.² News quiz Facebook application and fan page.

The New Yorker. Social networks: Facebook fan page.
The Nielsen Company. Social networks: Hey! Nielsen media commentary community.
The Wall Street Journal:

Blogs: 40+ content blogs.
Microblogging: Twitter account.

The Weather Channel. Widgets: The Weather Channel Mac widget on Apple.
Timberland. Social networks: Earthkeepers application on Facebook.⁵⁶
Toyota Motor Company:

Blogging: Open Road Blog.⁵⁸
Brand monitoring: Client of Nielsen Online.
Microblogging: Open Road on Twitter.
Virtual worlds: Toyota Metapolis.²
Widgets: Fantasy Football widget on Yahoo.

Travel Channel. Social networks: Kidnap! application on Facebook.⁵⁶
Turkey Hill. Blogging: Ice Cream Journal.⁴
Tyson Foods:¹⁶

Blogging: Tyson Hunger Relief.
Microblogging: Twitter account.

United Kingdom government:²⁹

Microblogging: Twitter account
Online video: Number10 channel on YouTube
Photosharing: Flickr photostream

United States government. Social networks: A-Space intelligence community with CIA, FBI, and NSA.
United States Navy. Social networks: Navy For Moms.⁵²
Vanity Fair:

Blogging: Five corporate blogs.
Social networks: Facebook fan page.

Verizon:

Blogging: Policy Blog.¹⁹
Brand monitoring: Using JD Power/Umbria to listen.³

Victoria's Secret. Social networks: PINK fan page on Facebook.
Virgin America. Microblogging: Twitter account.⁵
Visa. Social networks: Visa Business Network application on Facebook.²
W Magazine. Social networks: Facebook fan page.
Wal-Mart:

Blogging: Check Out, a blog written by buyers. Walmarting Across America. Working Families For Walmart?
Social networks: Facebook Roommate Style Match application. The Hub.

Wear-Dated Carpet:

Blogging: The Carpetology Blog.³
Online video: YouTube channel.³²
Photosharing: Flickr group pool.³²
Social networks: Friends of Wear-Dated and Wear-Dated carpet Facebook fan pages.³²

Wells Fargo:²⁸

Blogging: Four corporate blogs.
Online video: YouTube channel.
Social networks: MySpace profile for Cassie, from Stagecoach Island. Facebook Stagecoach Island application and fan page.
Virtual worlds: Stagecoach Island.

Whirlpool. Podcasting: Developed and sponsors The American Family.
Whole Foods:

Blogging: Whole Story blog.
Microblogging: Twitter account.⁵

Wiggly Wigglers:³²

Blogging: Corporate blog.
Podcasting: Wiggly Podcast.
Social networks: Facebook group.

WWE:

Social networks: Facebook application.²
Widgets: Fan Nation News widget on Yahoo.

Xerox. Blogging: 11 corporate blogs.²
Yahoo! Blogging: Search blog.¹⁹
Yoplait. Blogging: Bravo la petite fleur!¹⁹
Yum! Brands:

Blogging: CEO David Novak has an internal blog.²⁴
Brand monitoring: Nielsen Online and Radian6.²⁴
Online video: vermin issues.¹
Outreach: World Hunger Relief Week.²⁴

Zappos:

Blogging: 13 corporate blogs.
Microblogging: Multiple Twitter accounts, including CEO Tony Hsieh.²

[Notice anything missing? Leave a link and description in the comments below. I'll add to the main list on a periodic basis.]

--
¹ Jeremiah Owyang's A Chronology of Brands that Got Punk'd by Social Media
² Mashable's 35+ Examples of Corporate Social Media in Action
³ Forrester's Groundswell Awards, 2007 and 2008
⁴ Mack Collier's Company Blog Checkup Series
⁵ Social Brand Index - Twitter
⁶ Credit: Gavin Heaton
⁷ Credit: Philippe Deltenre
⁸ Credit: zeroinfluencer, David Bausola
⁹ Credit: Bruce Eric Anderson
¹⁰ Credit: Nick Ayres
¹¹ Credit: Jeff Glasson
¹² Credit: Luke
¹³ Credit: Mike
¹⁴ Credit: Robin Seidner
¹⁵ Credit: Tom Shea
¹⁶ Credit: Ed Nicholson
¹⁷ Credit: Stefan Halley
¹⁸ Credit: Tom Hoehn
¹⁹ Credit: Debbie Weil and her list of 67+ Big Brand Corporate Blogs
²⁰ Credit: Marta Kagan
²¹ Credit: Paull Young
²² Credit: Kevin
²³ Credit: Paul Fabretti
²⁴ Credit: Nick Huhn
²⁵ Credit: dominic
²⁶ Credit: Michael Pranikoff
²⁷ Credit: Kyle Flaherty
²⁸ Credit: Ed Terpenning
²⁹ Credit: Chi-chi Ekweozor
³⁰ Credit: Lisa
³¹ Credit: David Bressler
³² Credit: C.B. Whittemore
³³ Credit: Torley
³⁴ Credit: David Jones
³⁵ Credit: Keith De La Rue
³⁶ Credit: Sean Lew
³⁷ Credit: Tom Cummings
³⁸ Credit: Donna Tocci
³⁹ Credit: Adam Singer
⁴⁰ Credit: Yianni Garcia
⁴¹ Credit: Matt Cronin
⁴² Credit: Stephen Manning
⁴³ Credit: Jim Dietzel
⁴⁴ Credit: Clayton
⁴⁵ Credit: Mike
⁴⁶ Credit: Kira Wampler
⁴⁷ Credit: Woody Meachum
⁴⁸ Credit: Lee Aase
⁴⁹ Credit: Toby Bloomberg
⁵⁰ Credit: Adam Denison
⁵¹ Credit: Colleen Gatlin
⁵² Credit: Davezilla
⁵³ Credit: Gina
⁵⁴ Credit: Marcos Fargas
⁵⁵ Credit: Marianne Richmond
⁵⁶ Credit: Kevin Barenblat
⁵⁷ Credit: Dan Entin
⁵⁸ Credit: Bruce Ertmann

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