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World’s top brands and their
      social media adoption
                     May 2011




                            1
How are the world’s topmost
 brands adopting to social
  media as a sustainable
     marketing tool??


                              2
Brandz most valuable brands 2011




Source: millwardbrown                3
 11 out of top 50 are using social media as a
 sustainable tool for marketing




                                                 4
IBM (rank 3)
                                             IBM’s continued
                                              effort to build a
                                              smarter planet

                                             Consists of
                                              conversations and
                                              discussion focused
                                              around making
                                              business build a
                                              smarter planet




http://www.ibm.com/smarterplanet/us/en/in
   dex.html?re=sph
                                                                   5
Microsoft (rank 5)
                                                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
https://partner.microsoft.com/global/Partner      establish relationship
                                                  with partners
                                                                           6
Microsoft (rank 5)
                                     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



http://community.dynamics.com/

                                                               7
Microsoft (rank 5)
                                      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



http://msdn.microsoft.com/en-us/

                                                                8
Coca Cola (rank 6)
                                           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




http://www.facebook.com/cocacola?sk=app
   _132920893413852
                                                                   9
Coca Cola (rank 6)
                                        Coca cola’s
                                         community campaign
                                         to mobilize people to
                                         lend a helping hand
                                         to the global
                                         community




http://www.livepositively.com/#/home

                                                             10
GE (rank 10)
                                   • GE’s online
                                     community to
                                     crowdsource
                                     innovation

                                   • People submit idea
                                     for solving world
                                     energy problems and
                                     others vote for their
                                     supported ideas




www.ecomagination.com

                                                             11
Walmart (rank 15)
                                             Community of
                                              mothers lead by 20
                                              blogger moms

                                             Helps walmart
                                              engage a huge set of
                                              their target audience
                                              (online mothers)




http://instoresnow.walmart.com/Community.
   aspx
                                                                      12
HP (rank 18)
                                     • HP leverages
                                       support communities
                                       to reduce support
                                       costs, generate
                                       consumer insights
                                       and help customers
                                       & partners solve
                                       each others’
                                       problems




http://h30434.www3.hp.com/psg/
http://h30499.www3.hp.com/hpeb/
                                                             13
HP (rank 18)
                                     • HP leverages
                                       support communities
                                       to reduce support
                                       costs, generate
                                       consumer insights
                                       and help customers
                                       & partners solve
                                       each others’
                                       problems




http://h30434.www3.hp.com/psg/
http://h30499.www3.hp.com/hpeb/
                                                             14
SAP (rank 19)
                                        Community of SAP
                                         professional to learn,
                                         teach and network
                                         with other SAP
                                         customers, partners
                                         and employees

                                        Helps SAP engage
                                         with its audience




http://www.sdn.sap.com/irj/scn

                                                                  15
SAP (rank 19)
                                             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

http://www.sdn.sap.com/irj/scn/sapmentors

                                                                      16
Louis Vuitton (rank 26)
                                   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
http://www.nowness.com

                                                              17
BMW (rank 30)
                                      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

http://www.minispace.com/en_us/

                                                             18
Pampers – rank 34
                                   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




www.pampers.com

                                                             19
American Express (rank 40) – Open Forum
                            Community for small
                             business owners

                            Provides tools and
                             information to small
                             businesses to
                             connect with others
                             and learn about
                             managing their
                             business better.




www.openforum.com

                                                    20
Mercedes Benz (rank 50)
                                              Private community of
                                               Benz owners to
                                               discuss about cars
                                               and lifestyle




https://www.generationbenz.com/action/logi
   n
                                                                      21
What we learn
 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

                                                            22
Other interesting online
community initiatives in ‘top
       100 brands’



                                23
Pepsi
                                              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




For more info see
   http://www.slideshare.net/2020social/20
                                                                       24
Starbucks
                                       Starbucks campaign
                                        to crowdsource best
                                        ideas for the brand

                                       Starbucks
                                        implements the best
                                        ideas generated by
                                        the community




http://mystarbucksidea.force.com/

                                                              25
Redbull
                                      Ambassador
                                       program by Redbull
                                       to find student
                                       ambassadors to lead
                                       the community of
                                       students in colleges




http://www.redbullu.com/

                                                              26
Nokia
                                        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

http://www.ideasproject.com/

                                                                  27
About Kuliza
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.
Our Offerings




    ZaSocial                            ZaMobile                           ZaCloud
Build social platforms, tools and    Build mobile apps for next        Ensure a hassle free
software. Kuliza’s ZaSocial          generation devices. ZaMobile      infrastructure to sustain your
services helps across the full       services helps you                changing needs:
range of social product              conceptualize, design, develop,     Cloud system health checks
development from planning to         distribute and manage your          Cloud architecture design
design, development and              apps.                               consulting
hosting. Our focus areas are:        Focus areas:                        Cloud migration and
   Online communities                 iOS                              management
  Social commerce                    Android OS                         Bespoke app development
  Social CRM                         Blackberry OS                     on AWS and GAE
  Social Apps
Engage your world with Online Communities!
                    Kuliza.com | sales@kuliza.com | @kuliza




                                                              31

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World’s top brands and their social media adoption

  • 1. World’s top brands and their social media adoption May 2011 1
  • 2. How are the world’s topmost brands adopting to social media as a sustainable marketing tool?? 2
  • 3. Brandz most valuable brands 2011 Source: millwardbrown 3
  • 4.  11 out of top 50 are using social media as a sustainable tool for marketing 4
  • 5. IBM (rank 3)  IBM’s continued effort to build a smarter planet  Consists of conversations and discussion focused around making business build a smarter planet http://www.ibm.com/smarterplanet/us/en/in dex.html?re=sph 5
  • 6. Microsoft (rank 5)  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 https://partner.microsoft.com/global/Partner establish relationship with partners 6
  • 7. Microsoft (rank 5)  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 http://community.dynamics.com/ 7
  • 8. Microsoft (rank 5)  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 http://msdn.microsoft.com/en-us/ 8
  • 9. Coca Cola (rank 6)  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 http://www.facebook.com/cocacola?sk=app _132920893413852 9
  • 10. Coca Cola (rank 6)  Coca cola’s community campaign to mobilize people to lend a helping hand to the global community http://www.livepositively.com/#/home 10
  • 11. GE (rank 10) • GE’s online community to crowdsource innovation • People submit idea for solving world energy problems and others vote for their supported ideas www.ecomagination.com 11
  • 12. Walmart (rank 15)  Community of mothers lead by 20 blogger moms  Helps walmart engage a huge set of their target audience (online mothers) http://instoresnow.walmart.com/Community. aspx 12
  • 13. HP (rank 18) • HP leverages support communities to reduce support costs, generate consumer insights and help customers & partners solve each others’ problems http://h30434.www3.hp.com/psg/ http://h30499.www3.hp.com/hpeb/ 13
  • 14. HP (rank 18) • HP leverages support communities to reduce support costs, generate consumer insights and help customers & partners solve each others’ problems http://h30434.www3.hp.com/psg/ http://h30499.www3.hp.com/hpeb/ 14
  • 15. SAP (rank 19)  Community of SAP professional to learn, teach and network with other SAP customers, partners and employees  Helps SAP engage with its audience http://www.sdn.sap.com/irj/scn 15
  • 16. SAP (rank 19)  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 http://www.sdn.sap.com/irj/scn/sapmentors 16
  • 17. Louis Vuitton (rank 26)  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 http://www.nowness.com 17
  • 18. BMW (rank 30)  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 http://www.minispace.com/en_us/ 18
  • 19. Pampers – rank 34  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 www.pampers.com 19
  • 20. American Express (rank 40) – Open Forum  Community for small business owners  Provides tools and information to small businesses to connect with others and learn about managing their business better. www.openforum.com 20
  • 21. Mercedes Benz (rank 50)  Private community of Benz owners to discuss about cars and lifestyle https://www.generationbenz.com/action/logi n 21
  • 22. What we learn  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 22
  • 23. Other interesting online community initiatives in ‘top 100 brands’ 23
  • 24. Pepsi  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 For more info see http://www.slideshare.net/2020social/20 24
  • 25. Starbucks  Starbucks campaign to crowdsource best ideas for the brand  Starbucks implements the best ideas generated by the community http://mystarbucksidea.force.com/ 25
  • 26. Redbull  Ambassador program by Redbull to find student ambassadors to lead the community of students in colleges http://www.redbullu.com/ 26
  • 27. Nokia  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 http://www.ideasproject.com/ 27
  • 29. 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.
  • 30. Our Offerings ZaSocial ZaMobile ZaCloud Build social platforms, tools and Build mobile apps for next Ensure a hassle free software. Kuliza’s ZaSocial generation devices. ZaMobile infrastructure to sustain your services helps across the full services helps you changing needs: range of social product conceptualize, design, develop, Cloud system health checks development from planning to distribute and manage your Cloud architecture design design, development and apps. consulting hosting. Our focus areas are: Focus areas: Cloud migration and  Online communities  iOS management Social commerce Android OS  Bespoke app development Social CRM Blackberry OS on AWS and GAE Social Apps
  • 31. Engage your world with Online Communities! Kuliza.com | sales@kuliza.com | @kuliza 31