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World’s top brands and their social media adoption 1 May 2011
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World’s top brands and their
social media adoption
1
May 2011
2
How are the world’s topmost
brands adopting to social
media as a sustainable
marketing tool??
3
Brandz most valuable brands 2011
Source: millwardbrown
4
11 out of top 50 are using social media as a
sustainable tool for marketing
IBM’s continued
effort to build a
smarter planet
Consists of
conversations and
discussion focused
around making
business build a
smarter planet
5
IBM (rank 3)
http://www.ibm.com/smarterplanet/us/en/in
dex.html?re=sph
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 Microsoft
establish relationship
with partners6
Microsoft (rank 5)
https://partner.microsoft.com/global/Partner
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 grow
7
Microsoft (rank 5)
http://community.dynamics.com/
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
Technologies
8
Microsoft (rank 5)
http://msdn.microsoft.com/en-us/
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 community
9
Coca Cola (rank 6)
http://www.facebook.com/cocacola?sk=app
_132920893413852
Coca cola’s
community campaign
to mobilize people to
lend a helping hand
to the global
community
10
Coca Cola (rank 6)
http://www.livepositively.com/#/home
• GE’s online
community to
crowdsource
innovation
• People submit idea
for solving world
energy problems and
others vote for their
supported ideas
11
GE (rank 10)
www.ecomagination.com
Community of
mothers lead by 20
blogger moms
Helps walmart
engage a huge set of
their target audience
(online mothers)
12
Walmart (rank 15)
http://instoresnow.walmart.com/Community.
aspx
• HP leverages
support communities
to reduce support
costs, generate
consumer insights
and help customers
& partners solve
each others’
problems
13
HP (rank 18)
http://h30434.www3.hp.com/psg/
http://h30499.www3.hp.com/hpeb/
• HP leverages
support communities
to reduce support
costs, generate
consumer insights
and help customers
& partners solve
each others’
problems
14
HP (rank 18)
http://h30434.www3.hp.com/psg/
http://h30499.www3.hp.com/hpeb/
Community of SAP
professional to learn,
teach and network
with other SAP
customers, partners
and employees
Helps SAP engage
with its audience
15
SAP (rank 19)
http://www.sdn.sap.com/irj/scn
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
evangelists
16
SAP (rank 19)
http://www.sdn.sap.com/irj/scn/sapmentors
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 indistry
17
Louis Vuitton (rank 26)
http://www.nowness.com
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 built
18
BMW (rank 30)
http://www.minispace.com/en_us/
A community for
young parents built
around parenting
Parents discuss and
learn about taking
better care of their
child across various
stages of child
development
19
Pampers – rank 34
www.pampers.com
Community for small
business owners
Provides tools and
information to small
businesses to
connect with others
and learn about
managing their
business better.
20
American Express (rank 40) – Open Forum
www.openforum.com
Private community of
Benz owners to
discuss about cars
and lifestyle
21
Mercedes Benz (rank 50)
https://www.generationbenz.com/action/logi
n
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
What we learn
22
23
Other interesting online
community initiatives in ‘top
100 brands’
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 Pepsi
24
Pepsi
For more info see
http://www.slideshare.net/2020social/20
20-social-360-degree-marketing-redux
Starbucks campaign
to crowdsource best
ideas for the brand
Starbucks
implements the best
ideas generated by
the community
25
Starbucks
http://mystarbucksidea.force.com/
Ambassador
program by Redbull
to find student
ambassadors to lead
the community of
students in colleges
26
Redbull
http://www.redbullu.com/
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 idea
27
Nokia
http://www.ideasproject.com/
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