The Brand-Man

Tillägg den 29 september 2009: Peter Kim har sammanställt en wiki som i dagsläget innehåller nästan 1.500 företags närvaro i sociala medier. Det är en bra lista på case, som dessutom verkar uppdateras och kompletteras någorlunda regelbundet. Du hittar den här (notera att wikin består av tre separata listor, om ca 500 länkar i varje).

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En Google-sökning på marknadsföring i sociala medier (utan citationstecken) ger ca 150 000 träffar. Det är tveklöst ett hett ämne. Och själv skrev jag ett inlägg om det för några månader sedan. Men var finns alla bra exempel? Vilka företag marknadsför sig i sociala medier – och vad gör de där?

Med hjälp av Joakim Jardenberg, Daniel Nüüd och Erik Forsberg på Mindpark (där det finns många kloka inlägg i ämnet) har jag försökt att hitta bra listor över företag som deltar i sociala medier. Känner du till fler än de som presenteras nedan (helst med fokus på svenska eller nordiska företag) får du gärna dela med dig genom att kommentera det här inlägget.

Jag kan inte validera kvaliteten på exemplen nedan, men jag är tämligen övertygad om att en länkodyssé kommer att vara både inspirerande och lärorik.

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1. Större internationella företag:
Den första listan har jag hämtat från Peter Kim och kortat ner för att göra den mer relevant för oss i Sverige (den kompletta innehåller 324 företag och finns här):

• Absolut Vodka
  • Online video: ABSOLUTworld.
  • Social networks: Top Bartender page on Facebook.
• Accenture
  • Blogging: Nine corporate blogs.
  • Podcasting: Five corporate podcasts.
  • Social networks: Borderless Workplace.
• Acuvue
  • Social networks: Facebook “Wink” application.
• Adidas
  • Social networks: adidas soccer on myspace; 70% of ROI driven by pass-along, aka “never-ending friending.”
• Adobe
  • Blogging: Many individual and product blogs (directory)
  • Tagging: Delicious account used to bookmark primarily tutorials.
• Alltop
  • Content aggregation: By topic.
  • Online video: Alltop tutorial on YouTube.
  • Widgets: The Alltop widget.
• Amazon
  • Social networks: Shelfari.
  • Blogging: Web Services blog.
• American Express
  • Blogging: OPEN Forum.
• Animal Planet
  • Widgets: Killer Clips widget on Yahoo.
• AOL
  • Blogging: Vincent Ferrari tries to cancel his account.
• Apple
  • Blogging: iPod’s dirty little secret.
  • Social networks: Apple Students group on Facebook.
• ArcelorMittal
  • Blogging: the inside story.
  • Virtual worlds: Second Life presence.
• AT&T
  • Microblogging: ATTNews, ATTblueroom and OnwardSmallBiz on Twitter.
  • Online video: Share AT&T channel on YouTube.
  • Photosharing: Flickr photostream.
  • Social networks: Facebook fan page.
• Avis
  • Blogging: We Try Harder.
• BAE Systems
  • Blogging: Graduate blog.
• Bank of America
  • Online video: Managers sing at a corporate meeting.
  • Social networks: Small Business Community on Clearspace. Medal Me! Facebook application.
• Bayer
  • Blogger outreach: Berocca Blogger Relief pack.
• Best Western
  • Blogging: On the Go with Amy travel blog focuses on travel with kids.
• Big Rock Brewery
  • Blogging: Friends of Big Rock blog.
  • Bookmarking: StumbleUpon account.
  • Meetup: Friends of Big Rock.
  • Microblogging: Twitter account.
  • Online video: YouTube account.
  • Photo sharing: Flickr group pool.
  • Social networks: Facebook group. Friends of Big Rock. MySpace group.
  • Voting: Digg account.
• BMW
  • Social networks: Facebook 1-Series Road Trip application. Rampenfest fan page.
• Boeing
  • Blogging: Randy’s Journal. Tanker Facts blog.
• British Airways
  • Microblogging: Twitter account.
  • Social Networks: Metrotwin community.
• Brooklyn Museum
  • Social networks: Click! crowd-curated exhibition, Posse community, ArtShare Facebook application.
• CapGemini
  • Community: Netvibes Universe including blogs, bookmarking, online video, slide sharing, virtual worlds, and wikis.
• Chevrolet
  • Crowdsourcing: Super Bowl 2007 ad contest.
  • Social networks: Aveo Livin’ Large Campus Challenge generated 217 million audience impressions.
• Cisco
  • Blogging: Twelve corporate blogs.
• CNN
  • Microblogging: Political Ticker on Twitter.
• Coca-Cola
  • Blogging: Coca-Cola Conversations discusses company history.
  • Online video: Sponsored Cans Professional 3.  Diet Coke + Mentos by Eepybird.
  • Social networks: Sprite Sips and CokeTag Facebook applications.
  • Virtual Worlds: Virtual Thirst contest in Second Life to design a vending machine.
  • Widgets: Coke Bubbles on Joost.
• Daimler AG
  • Blogging: Das Daimler-Blog.
  • Content aggregation: FriendFeed account.
  • Online Video: YouTube channel.
  • Photo sharing: Flickr photostream.
  • Presentation sharing: SlideShare space.
• Dell
  • Blogging: Direct2Dell. Nine official internal blogs (+hundreds of team/departmental blogs in English, Chinese, Japanese, French Canadian, Portuguese and Spanish).
  • Crowdsourcing: Ideastorm.
  • Microblogging: 22 corporate accounts on Twitter.
  • Virtual Worlds: Second Life island.
• Deloitte
  • Social networks: D Street internal network.
• Disney Music
  • Widgets: Block Party widget.
• Dove
  • Online video: dove evolution video on YouTube (has generated over 7 million views).
  • Widgets: MTV Fresh Takes widget.
• Electronic Arts
  • Online video: Integration of YouTube videos into the Spore video game.
  • Social networks: Smarty Pants, Spore and Warhammer applications on Facebook.
• Ericsson
  • Blogging: Televisionary blog.
  • Podcasting: Telecom report.
• Fiskars
  • Blogging: Fisk-A-Teers blog.
  • Social networks: Fisk-A-Teers brand ambassador program.
• Ford
  • Blogging: Sponsored a test drive event for women bloggers.  Where are the Joneses? blog.
  • Microblogging: FordDriveOne on Twitter. Twitter account for North America.
  • Organization: Hired Scott Monty to run social media.
  • Social networks: Ford Drives U Facebook group for student buyers. Where are the Joneses? group.
  • Wiki: Where are the Joneses?
  • WOM campaign: Hurra Torpedo campaign
• Forrester Research
  • Blogging: Twelve corporate blogs
  • Discussion boards: Interactive Marketing discussion boards.
  • Microblogging: Twitter account
  • Online video: YouTube channel
  • Social networks: Facebook fan page.
• FujiFilm
  • Social networks: Z Spot Now for its Z20fd camera on Ning.
• Gartner
  • Microblogging: Twitter account.
  • Podcasting: Gartner Voice.
• General Electric
  • Blogging: From Edison’s Desk.
• General Motors
  • Blogging: Seven corporate blogs. GM Facts and Fiction. GM Next.
  • Microblogging: GMblogs on Twitter.
  • Online video: I Got Shotgun.
• Google
  • Blogging: Official Blog (and 30+ other corporate blogs).
  • Online video: Google channel on YouTube.
• H&M
  • Social networks: Facebook fan page.
• Harley-Davidson
  • Blogging: Museum blog.
  • Microblogging: Twitter account
  • Online video: YouTube account
  • Social networks: MySpace and Facebook pages
• Heinz
  • Online video: YouTube contest.
• Hewlett-Packard
  • Blogging: 55 corporate blogs.
  • Microblogging: Twitter account used for promotions at BlogHer 2008.
• Honda
  • Widgets: Honda Fit Top Videos widget on Yahoo. Readysodes widget.
• HSBC
  • Social networks:  Stop the Great HSBC Graduate Rip-Off on Facebook.  The HSBC Business Network for entrepreneurs.
• Hyundai
  • Widgets: Genesis widget.
• IBM
  • Blogging: 125 corporate blogs.
  • Forums: developerWorks.
  • Microblogging: Smart SOA SocialNetwork ((S3N)) Team on Twitter.
  • Online video: Rational Heroes machinima videos and Meet Mr. Fong on YouTube.
  • Podcasting: developerWorks and Social Networking Now
  • Social networks: Rational Heroes community space.
  • Strategy: internal social computing guidelines
  • Virtual Worlds: IBM Business Center and Rational Software Conference/Hipihi in Second Life.
  • Wikis: developerWorks.
• IKEA
  • Blogging: Blogger relations with Jen Segrest of OHIkea, creator of “Saint Tokig” and forced to change her blog name to “FlatPack Ohio.”  Ikea Hacker. Ikea Fans.
  • Online video: Video sharing (Sweden)
  • Social networks: Community (Singapore). Facebook fan group.
• Intel
  • Blogger outreach: Intel Insider program.
  • Blogging: Corporate family of blogs. Inside Scoop lifestyle blog. Game Faces blog.
  • Microblogging: Intel Developer Forum and Inspired By Education.
  • Online video: YouTube account.
  • Photo sharing: Flickr photostream.
  • Public Relations: Social media news releases.
  • Social networks: Facebook Intel Developer Forum, Inspired By Education, and International Science and Engineering Fair pages. Gateway 2 India on Facebook. Intel Studios for unsigned musicians. Open Port for IT Pros. Intel Software Network Communities.
  • Sponsorships: PopURL collection for IT Pros. Digg Labs Visual Arc. Slashdot meet the experts.
• Jeep
  • Online video: YouTube Jeep channel.
  • Photo sharing: Flickr pool.
  • Social networks: Facebook fan page. MySpace page. Jeep community.
• JetBlue
  • Blogging: “JetBlue hostage” blog.
  • Microblogging: Twitter account (customer service).
  • Online video: YouTube channel for corporate communications. Valentine’s Day 2006 meltdown.
  • Photo sharing: Flickr pool.
  • Social networks: JetBlue University.
• Johnson & Johnson
  • Blogs: JNJ BTW. Kilmer House – history blog.
  • Events: Camp Baby 2008 for mommy bloggers.
  • Online video: J&J health channel on YouTube.
  • Social networks: Facebook Acuminder application and ADHD Moms fan page.
• Kodak:
  • Blogging: A Thousand Words, Grow Your Biz, and PluggedIn blogs.
  • Microblogging: Chief Blogger and Chief Biz Dev Officer on Twitter.
  • Online video: YouTube channel.
  • Organization: Hired a Chief Blogger.
  • Photo sharing: Flickr photostream.
  • Podcasting: Kodak Close Up.
  • Social networks: Facebook fan page.
  • Tagging: delicious account.
• Kraft:
  • Blogging: Adam and Tyler. Love My Philly.
  • Social networks: One Minute Mogul Facebook application. First Taste product sampling community.
• L’Oreal
  • Blogging: Vichy character blog and relaunch.
• Ladies Professional Golf Association (LPGA)
  • Microblogging: Twitter account.
• Lenovo
  • Blogging: Voices of the Olympic Games, with assistance from Ogilvy. Personal blog of David Churbuck, VP of global web marketing. The Heart of Business blog.
• LG
  • Blogging:  The Official Blog of LG.
• Marriott
  • Blogging: CEO blog.
• Mattel
  • Social networks: The Playground Community.
• McDonalds
  • Blogging: Corporate social responsibility blog. Fake Monopoly game blogs. Mom’s Quality Correspondents blog – “real moms” blogging about McDonalds behind the scenes.
  • Podcasting: Investor relations and other issues.
  • Social networks: Internal “Mindshare” community powered by Awareness Networks. College Hoops Extra Value Picks Facebook Application.
• McKinsey & Co
  • Microblogging: McKinsey Quarterly and Business Technology Office on Twitter.
  • Social networks: McKinsey Quarterly Facebook fan page.
• Mercedes-Benz
  • Social networks: Generation Benz virtual private community.
• Microsoft
  • Blogging: Community blogs.
  • Online video: Bring The Love Back and Inspiration, Anyone? videos.
  • Social networks: Channel 9 developer community. Got Pies, OfficePoke, and Name That Small Business applications on Facebook.
• Miller Brewing Co
  • Social networks: Today I’m Toasting Facebook application.
• Motorola
  • Blogging:  Broadband Insights blog.
  • Wikis: MOTO Q Wiki with how-tos on using the phone.
• MTV
  • Blogging: Splash Page. Movies Blog.
  • Social networks: Flux
  • Widgets: VMA 2008 and New Year’s Eve 2008 widgets.
• NASA
  • Microblogging: Twitter account.
• National Geographic
  • Blogs: The Green Guide.
  • Forums: NGC Forums.
  • Mashups: Wildlife Filmaker.
  • Microblogging: Twitter account.
  • Online Video: Everyday Explorers, YouTube channel.
  • Podcasts: Three podcasts.
  • Social networks: Imbee, MySpace.
  • Virtual worlds: LA Hard Hats virtual construction site.
  • Widgets: NGM Widgets, Facebook widget.
• Nike
  • Blogging: Nike Basketball.  Running. Women NFR.
  • Mashups: Nike 6.0 action sports community. Nike+ running route finder.
  • Social Networks: Jordan Brand Breakfast Club (drew 120,000 members).
  • Widgets: Nike+ challenges and goals.
• Nikon
  • Blogging: Marketing blogger outreach campaign. Picturetown outreach campaign.
• Nintendo
  • Online video: YouTube girlfriend on Wii Fit video.
• Nissan
  • Blogging: Tiida Blog.
• Nokia
  • Blogger outreach: WOM World.
  • Blogging: Conversations.
  • Social networks: MOSH. Somebody Else’s Phone ad campaign: Anna, Jade, and Luca character pages on Facebook.
• Novo Nordisk
  • Blogging: Youth panel blog.
• Oracle
  • Blogging: Hundreds of blogs.
  • Crowdsourcing: Oracle Mix.
  • Microblogging:  110+ employees on Twitter and other services.
  • Social networks: Oracle community.
• Pampers
  • Blogging: Mommy blogger event.
  • Social networks: Pampers village.
• Paramount Pictures
  • Social networks: Stop Loss Facebook application.
• Pepsi
  • Blogger outreach: Can redesign triple package delivery.
  • Content aggregation: The Pepsi Cooler.
  • Organization: Hired Bonin Bough to run social media
• Pfizer
  • Widgets: Frame-Your-Horse widget on Yahoo.
• PUMA
  • Blogging: Fake ad controversy.
  • Social networks: Facebook Usain Bolt application.
• Reebok
  • Social networks: Run Easy community. Facebook fan page.
• Renault
  • Blogging: ING Renault F1 Team Blog.
• Revlon
  • Widgets: Lash Fantasy.
• Santa Cruz Skateboards
  • Microblogging: Twitter account.
• Samsung:
  • Microblogging: SamsungMobileUS and The Samsung Instinct on Twitter.
  • Social networks: Ant Fight Club application on Facebook.
  • Widgets: Omnia widget.
    
• SAP
  • Social networks: Developer community. Business process expert community. Ecosystem collaboration.
• Siemens
  • Widgets:  NCAA basketball widget on Yahoo.
• Skype
  • Blogging: Business blog.
• Sony
  
  • Blogging: Sony Electronics blog.
• Starbucks
  • Crowdsourcing: My Starbucks Idea (over 50,000 ideas submitted).
  • Microblogging: Twitter account.
• Subaru
  • Social networks: Subaru Owners Connection (community which increased purchase intent +68%).
• Sun Microsystems
  • Blogging: 4,600+ Sun-related blogs.
  • Online video: YouTube account.
• T-Mobile.
  • Blogging: Deutsche Telekom/T-Mobile demands that the Engadget Mobile blog discontinue using the color magenta.
  • Social networks: Transmission with T-Mobile music show on Bebo.
  • Wiki: Sidekick wiki.
• The Economist
  • Social networks: Facebook fan page.
• The New York Times
  • Blogs: 60+ content blogs.
  • Microblogging: Twitter account.
  • Social Networks: TimesPeople – article sharing in Firefox. News quiz Facebook application and fan page.
• The Nielsen Company
  • Social networks: Hey! Nielsen media commentary community.
• The Wall Street Journal
  • Blogs: 40+ content blogs.
  • Microblogging: Twitter account.
• Timberland
  • Social networks: Earthkeepers application on Facebook.
• Toyota Motor Company
  • Blogging: Open Road Blog.
  • Brand monitoring: Client of Nielsen Online.
  • Microblogging: Open Road on Twitter.
  • Virtual worlds: Toyota Metapolis.
  • Widgets: Fantasy Football widget on Yahoo. FJ Cruiser mini bulletin widget. Corolla “the help” widget.
• United Kingdom (government)
  • Microblogging: Twitter account
  • Online video: Number10 channel on YouTube
  • Photosharing: Flickr photostream
• United States Army
  • Microblogging: Twitter account.
• United States (government)
  • Microblogging: Spanish portal Twitter account.
  • Social networks: A-Space intelligence community with CIA, FBI, and NSA.
• United States Navy
  • Social networks: Navy For Moms.
• Victoria’s Secret.
  • Social networks: PINK fan page on Facebook.
• Virgin
  • Blogging: CEO Richard Branson
  • Microblogging: Twitter accounts for information and sales.
• Visa
  • Social networks: Visa Business Network application on Facebook.
• Volvo
  • Blogging: Volvo Buses Environment blog.
• Wal-Mart
  • Blogging: Check Out, a blog written by buyers. Fake blog: Walmarting Across America. Detractor blogs: Wal-Mart Watch and Working Families For Walmart?
  • Social networks: Facebook Roommate Style Match application. The Hub. Elevenmoms community.
  • Widgets: Receipes.
• Xerox
  • Blogging: 11 corporate blogs.
• Yahoo!
  • Blogging: Search blog. Yodel Anecdotal.
• Yoplait
  • Blogging: Bravo la petite fleur!

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2. Svenska företag som Twittrar:
Den andra listan finns på Henriks blogg och sammanställer svenska företag på Twitter. Du hittar den här.

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3. Svenska företag i sociala medier (ett frö):
Avslutningsvis är den tredje listan ett frö till en sammanställning på svenskrelaterade företags deltagande i sociala medier. Jag vet att det finns många fler exempel (några av dem finns i listorna ovan). Därför uppmanar jag dig att dels komplettera i en kommentar, dels att vidarebefordra listorna eller länken till det här inlägget till alla som du tror kan bidra.

Och vill du ta på dig rollen att en gång för alla göra en komplett sammanställning, och därefter underhålla listan, tala om det. Jag saknar både kompetensen och tiden för att göra det. Men jag vet att många människor i beslutsfattande positioner skulle uppskatta möjligheten att få tal del av hur andra gör.

Alltså, här är fröet till listan över svenska (eller svenskrelaterade) företag som deltar i sociala medier:

• Acne
  • Facebook
  • Twitter
• Brio
  • Facebook
  • Flickr
• Electrolux
  • Newsroom – där finns länkar till Electrolux på:
    • Twitter
    • YouTube
    • Flickr
• IKEA (se även i listorna ovan)
  • YouTube
  • Facebook
• Kullander
  • Facebook
• Scania
  • Social Media Newsroom – där finns länkar till Scania på:
    • Facebook
    • Twitter
    • YouTube
    • Flickr
• Svenska Dagbladet
  • Facebook
  • Twitter
• Sverige (Svenska institutet)
  • Facebook
  • YouTube
  • Flickr
  • Second Life (där Sverige har en officiell ambassad)
• SVT
  • YouTube
  • Twitter
• Sydsvenskan
  • Facebook
  • Twitter
• TheTivoli
  • Facebook
  • Twitter

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Tillägg den 8 maj, 2009: Per Torberger mejlade mig en länk till Vitrues “100 top social brands“. IKEA ligger på plats 71 och är det enda svenska varumärket på listan. Överst hittar vi iPhone, följt av CNN, Apple, Disney och Xbox.

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Relaterade inlägg; Pers Värld: Så marknadsför du via sociala medier, Robin Good: Social Media Marketing – A Beginner’s Guide, Mindpark: Vad innebär egentligen sociala medier? 13 frågor och svar, Mindpark: Vilka skriker högst? De starkaste marknadsföringskanalerna på nätet, Online Marketing Blog: 25 Must Read Social Marketing Tips, Reklam 2.0: Reklam 2.0 och sociala medier, The Brand-Man: Marknadsföring i sociala medier. Besök också Niclas Strandh digitalPR och bloggen Sociala medier. Tipsa gärna om fler bra källor!