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Social Media - some case studies

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Mahesh Patwardhan
Mahesh Patwardhan

The document provides case studies of how leading brands across different industries use social media. It summarizes the social media strategies and key channels used by brands like Starbucks, Toyota, SAP, Dell, IKEA, IBM, Ford, Delta Air Lines, Coca-Cola, Rubbermaid, Detroit Pistons, Luxor Hotel, Overdrive Interactive, Walmart, and telecommunications companies like Embarq, Telstra, Global Crossing, Nortel, Ericsson, and Mobile Heights. Common social media channels discussed include blogs, wikis, Facebook, Twitter, YouTube, Flickr, and more.

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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

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Social Media - some case studies

  • 1. How Brands use Social Media Case Studies Engagement models of some leading brands
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. Toyota • Video Sharing: YoutubeChannel • Microblogging: Twitter • Blog: Priuschat.com Toyota provides access, information and support . • Social Network: – Pages on Facebook • Prius • Lexus
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Dell • Community Site: – Ideastorm – an idea generaton hub • Blog: Direct2Dell • Microblogging: Twitter
  • 10. IKEA • Retail Industry • Annual Revenue: – 350Billion Euros • Daily Unique Visitors: – 400,000 • SM Strategy:
  • 11. 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)
  • 12. IBM • High Tech Industry • Annual Revenues – > 100 Billion USD • Daily Unique Visitors – 500,000 • SM Strategy
  • 13. 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)
  • 14. Ford • Automotive Industry • Annual Revenue: • Daily Unique Visitors: • SM Strategy
  • 15. 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
  • 16. Delta Air Lines • Airlines Industry • Annual Revenues: • Daily Unique Visitors: • SM Strategy:
  • 17. 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
  • 18. Coca Cola • Consumer Goods Industry • Annual Revenue: • Daily Unique Visitors • SM Strategy
  • 19. 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
  • 20. Rubbermaid • Consumer Goods and Services • Annual Revenue: • Daily Unique Visitors: • SM Strategy
  • 21. 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
  • 22. Detroit Pistons • Sports • Annual Revenues • Daily Unique Visitors • SM Strategy
  • 23. 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
  • 24. Luxor Hotel • Travel • Annual Revenue • Daily Unique Visitors • SM Strategy
  • 25. 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)
  • 26. Overdrive Interactive • Advertising and Marketing • Annual Revenue • Daily Unique Visitors • SM Strategy
  • 27. 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
  • 28. Wal-Mart • Retail Industry • Annual Revenues: – 400Billion USD Revenues • Daily Unique Visitors: – 500,000 • SM Strategy
  • 29. Walmart • Social Network – Private: Elevenmoms – Facebook Page, 14534 Fans – Facebook Group, 1238 Members • Blogs – Checkout – The Wal-Mart Watch Blog
  • 30. 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
  • 31. 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