World’s top brands and their social media adoption

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This presentation talks about how world's biggest brands are adopting to more sustainable models of using social media

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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??

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’

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/

About Kuliza

Kuliza is a social technology firm focused in

helping companies leverage social software,

community platforms, mobile and cloud

computing for improving business

performance, communication and customer

engagement.

About Kuliza

Ensure a hassle free

infrastructure to sustain your

changing needs:

Cloud system health checks

Cloud architecture design

consulting

Cloud migration and

management

Bespoke app development

on AWS and GAE

Build mobile apps for next

generation devices. ZaMobile

services helps you

conceptualize, design, develop,

distribute and manage your

apps.

Focus areas:

iOS

Android OS

Blackberry OS

Build social platforms, tools and

software. Kuliza’s ZaSocial

services helps across the full

range of social product

development from planning to

design, development and

hosting. Our focus areas are:

Online communities

Social commerce

Social CRM

Social Apps

ZaSocial ZaMobile ZaCloud

Our Offerings

Engage your world with Online Communities!

Kuliza.com | sales@kuliza.com | @kuliza

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