Peter Kim is a Senior Partner at Dachis Corporation. He blogs about social computing and marketing at Being Peter Kim.
Over the past couple of months, I’ve been curating a list of social media marketing examples. The list started with 100 examples (including 35+ from Mashable) and has since tripled in size with the participation of over a hundred contributors with examples from companies around the world.
We could probably come up with 3,000 examples instead of 300 - but the current set already gives us a pretty good sample to think about. One takeaway: for now, those neurotic about missing “what’s next” can relax a bit. Consumers still use a broader set of social tools than corporations, but new categories of tools aren’t emerging rapidly today, giving brands a chance to catch up. It’s time to master the last big thing while you have a chance to catch a breath.
As corporate adoption emerges, there’s nothing wrong with learning lessons from others and making them your own. Start by making sure you have all of your bases covered with the major tools. In other words, copy and paste the items below, then fill in the blanks with your own company-driven effort.
Here’s a framework of 22 tools to consider with notable brand examples:
1. Blogs (Johnson & Johnson, Delta Air Lines)
2. Bookmarking/Tagging (Adobe, Kodak)
3. Brand monitoring (Dell, MINI)
4. Content aggregation (Alltop, EMC)
5. Crowdsourcing/Voting (Oracle, Starbucks)
6. Discussion boards and forums (IBM, Mountain Dew)
7. Events and meetups (Molson, Pampers)
8. Mashups (Fidelity Investments, Nike)
9. Microblogging (method, Whole Foods)
10. Online video (Eukanuba, Home Depot)
11. Organization and staffing (Ford, Pepsi)
12. Outreach programs (Nokia, Yum Brands)
13. Photosharing (Rubbermaid, UK Government)
14. Podcasting (Ericsson, McDonalds)
15. Presentation sharing (CapGemini, Daimler AG)
16. Public Relations - social media releases (Avon, Intel)
17. Ratings and reviews (Loblaws, TurboTax)
18. Social networks: applications, fan pages, groups, and personalities (British Airways, Saturn)
19. Sponsorships (Coca-Cola, Whirlpool)
20. Virtual worlds (National Geographic, Toyota)
21. Widgets (Southwest Airlines, Target)
22. Wikis (Second Life, T-Mobile Sidekick)
And use this username check tool to see if your brands/preferred handles are still available.
I haven’t found a single company doing all of these today. Forget divining a big, meaningful business objective before getting started - you’ll end up in analysis paralysis. Just make sure you’re making an existing business function better and get started. Today."