World’s top brands and their social media adoption

World’s top brands and their social media adoption May 2011 1

How are the world’s topmost brands adopting to social media as a sustainable marketing tool?? 2

Brandz most valuable brands 2011Source: millwardbrown 3

 11 out of top 50 are using social media as a sustainable tool for marketing 4

IBM (rank 3)  IBM’s continued effort to build a smarter planet  Consists of conversations and discussion focused around making business build a smarter planethttp://www.ibm.com/smarterplanet/us/en/in dex.html?re=sph 5

Microsoft (rank 5)  Microsoft has built many online communities targeted towards various segments of their target audience  Microsoft partner network helps Microsoft partners to get more out of Microsoft products  Help Microsofthttps://partner.microsoft.com/global/Partner establish relationship with partners 6

Microsoft (rank 5)  Microsoft has built many online communities targeted towards various segments of their target audience  Microsoft Dynamics community help professionals in ERP and CRM business to network and growhttp://community.dynamics.com/ 7

Microsoft (rank 5)  Microsoft has built many online communities targeted towards various segments of their target audience  Microsoft Developer network provides tools and resources to work on Microsoft Technologieshttp://msdn.microsoft.com/en-us/ 8

Coca Cola (rank 6)  Coca cola has one of the most popular Facebook pages to engage its fans (27 million+ fans)  The brand runs a lot of promotions and campaigns for its Facebook communityhttp://www.facebook.com/cocacola?sk=app _132920893413852 9

Coca Cola (rank 6)  Coca cola’s community campaign to mobilize people to lend a helping hand to the global communityhttp://www.livepositively.com/#/home 10

GE (rank 10) • GE’s online community to crowdsource innovation • People submit idea for solving world energy problems and others vote for their supported ideaswww.ecomagination.com 11

Walmart (rank 15)  Community of mothers lead by 20 blogger moms  Helps walmart engage a huge set of their target audience (online mothers)http://instoresnow.walmart.com/Community. aspx 12

HP (rank 18) • HP leverages support communities to reduce support costs, generate consumer insights and help customers & partners solve each others’ problemshttp://h30434.www3.hp.com/psg/http://h30499.www3.hp.com/hpeb/ 13

HP (rank 18) • HP leverages support communities to reduce support costs, generate consumer insights and help customers & partners solve each others’ problemshttp://h30434.www3.hp.com/psg/http://h30499.www3.hp.com/hpeb/ 14

SAP (rank 19)  Community of SAP professional to learn, teach and network with other SAP customers, partners and employees  Helps SAP engage with its audiencehttp://www.sdn.sap.com/irj/scn 15

SAP (rank 19)  SAP mentor initiative – mentors are nominated by community and selected by internal team  Helps SAP derive advocacy, event support, mentoring and a core group of community evangelistshttp://www.sdn.sap.com/irj/scn/sapmentors 16

Louis Vuitton (rank 26)  Digital social magazine showcasing stories of contemporary culture, global lifestyle, music, art, travel, sport and fashion  Gets participation from world’s leading designers and creative thinkers in the luxury indistryhttp://www.nowness.com 17

BMW (rank 30)  An online community for urban designers and artists built around ‘making creative use of space’  Engages users around the core value (making creative use of space) around which BMW mini was builthttp://www.minispace.com/en_us/ 18

Pampers – rank 34  A community for young parents built around parenting  Parents discuss and learn about taking better care of their child across various stages of child developmentwww.pampers.com 19

American Express (rank 40) – Open Forum  Community for small business owners  Provides tools and information to small businesses to connect with others and learn about managing their business better.www.openforum.com 20

Mercedes Benz (rank 50)  Private community of Benz owners to discuss about cars and lifestylehttps://www.generationbenz.com/action/logi n 21

What we learn World’s top brands are increasingly moving towards sustainable models for social media adoption 11 out of world’s top 50 brands are using online communities to engage with their world Brands are building online communities around passions, lifestyle, causes, profession but not around products These online communities are helping brands by bringing their target audience in a social space and giving them enough reasons to stay engaged on the branded platform 22

Other interesting onlinecommunity initiatives in ‘top 100 brands’ 23

Pepsi  Pepsi refresh project is a community initiative by Pepsi  Users give ideas to refresh the world and community votes for its favorite ideas. The best ideas get funded by PepsiFor more info see http://www.slideshare.net/2020social/20 24

Starbucks  Starbucks campaign to crowdsource best ideas for the brand  Starbucks implements the best ideas generated by the communityhttp://mystarbucksidea.force.com/ 25

Redbull  Ambassador program by Redbull to find student ambassadors to lead the community of students in collegeshttp://www.redbullu.com/ 26

Nokia  Nokia’s initiative to crowdsource innovation  Nokia identifies challenges and community gives ideas to solve the challenges.  Other users can vote / review the ideas or work upon the ideahttp://www.ideasproject.com/ 27

About Kuliza

About KulizaKuliza is a social technology firm focused inhelping companies leverage social software,community platforms, mobile and cloudcomputing for improving businessperformance, communication and customerengagement.

Our Offerings ZaSocial ZaMobile ZaCloudBuild social platforms, tools and Build mobile apps for next Ensure a hassle freesoftware. Kuliza’s ZaSocial generation devices. ZaMobile infrastructure to sustain yourservices helps across the full services helps you changing needs:range of social product conceptualize, design, develop, Cloud system health checksdevelopment from planning to distribute and manage your Cloud architecture designdesign, development and apps. consultinghosting. Our focus areas are: Focus areas: Cloud migration and  Online communities  iOS management Social commerce Android OS  Bespoke app development Social CRM Blackberry OS on AWS and GAE Social Apps

Engage your world with Online Communities! Kuliza.com | sales@kuliza.com | @kuliza 31

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World’s top brands and their social media adoption

by Kuliza Technologies on May 26, 2011

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