The document discusses eight uses of outward-facing social media for organizations: the corporate voice, targeted campaigns, engaging enthusiasts, leveraging groups and communities, rewarding loyal users, idea-sourcing from crowds, getting help from knowledgeable users, and driving traffic to events. It provides examples for each use and notes that social media focuses on enabling product co-creation, mass customer self-service, and customer communities rather than technology. It recommends starting small, dramatically lowering experience barriers, collecting user contributions, enabling community formation as an open platform, and adopting new thinking rather than old management methods for social media strategies.

1. Brainstorming Session Social Media Brainstorming Session

2. Organisations & Customer Interactions: Old vs New

3. Architecture of Participation: The Collective Intelligence

5. Examples: The Corporate Voice Examples : The Corporate Voice whitehouse.gov (US Govt) Plugged In (Kodak)

6. Examples: Targeted Campaigns Examples : Targeted Campaigns On the go with Amy (Best Western) Voices of the Summer Games (Olympics 2008)

7. Examples: Engage Enthusiasts Examples : Engage Enthusiasts Social Community on Loopd to connect athletes interested in surfing, BMX biking and similar activities with brand (Nike) World Wrestling Entertainment (WWE) brings fans closer to action through FB application

8. Examples: Idea-sourcing from Crowds Examples : Idea-sourcing from Crowds Ideastorm (Dell) mystarbucksidea.com (Starbucks)

9. Examples: Getting answers and help from masses Infocomm123.sg (IDA) wisia.com Examples : Getting answers and help from masses

10. Examples: Drive Traffic to Events Examples : Drive Traffic to Events Meetup.com

11. Examples: Microblogging with Twitter Examples : Microblogging with Twitter