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This link recently saved by rsposts on August 02, 2011
An example of a brand (or brand sponsored) community that is worth keeping an eye on. What Speedo have recognised is that people are far more interested in swimming than they are in Speedo - therefore rather than create a generic Speedo community, they have created a community to help serious swimmers improve swimming training.
The community has a defined benefit and reason to join (something many brand communities lack). It does not rely on members to create and share content (something many are reluctant to do). Instead it encourages - but does not require - members to create connections (an easier form of behaviour) relying for content on either relevant information provided centrally (locations of pools, coaching tips) or content provided by its existing brand ambassadors.
This link recently saved by rsposts on March 15, 2011
Building on the Channel 9 idea (one of the original social media case studies) Microsoft is showing the way in using social media to improve business efficiency. $40 video is the future of content. On a broader level - this example also demonstrates that corporate use of social media is not about controlling content or channels, it is about facilitating processes and creating permission.
This link recently saved by rsposts on February 16, 2011
Facebook is becoming more adept at distinguishing between corporate and personal use of the Facebook infrastructure. It is clear that the intention is to allow Facebook pages to be used as a form of corporate information hub, (Wordpress within Facebook if you like) and use Facebook Groups as the facility where individuals can create their own spaces (Ning within Facebook). All this is consistent with the overall corporate anbition of Facebook as being The Single Place within which to 'do' all your social media, rather than being a more open space which allows integration with a range of other tools and services. Achieving this vision is is probably impossible, because it swims against the tide of what social media is all about - and will probably be the eventual undoing of Facebook. But for now - it does make it a more interesting proposition from a corporate usage perspective.
This link recently saved by rsposts on January 27, 2011
Facebook trying to create find a way to create content that can then be used as place for advertising. The idea here is that people's activity can be turned into a story, which can then be sponsored. Feels like a forced fit to me, albeit it one which recognises that the nature of content in social media is something which people assemble for themselves, rather than something that is created for them - the content as raw material not finished product concept.
This link recently saved by rsposts on November 08, 2010
This link recently saved by rsposts on October 26, 2010
This concept, monitoring and responding to the converstaion about your brand, has been around for ages, as have been the tools you use to do it. However, bring it all together, dramatise it and give it a name, as Pepsico have done, and it suddenly becomes a Next Big Thing. Expect more similarly named Mission Control initiatives to follow.
This link recently saved by rsposts on August 19, 2010
This link recently saved by rsposts on May 18, 2010
This wasn't really the case of a small group of activists or social media mavens acting in isoltation to force a corporation to change what it was doing. The activists knew that they were operating with the broad consent of the majority of consumers. Without this consent the campaign would not have worked. It wasn't that the majority of consumers were particularly worried about palm oil - but they were concerned just enought to push them over the line. This is the big issue with activism and social media - the mass can now be moved but they only have to be moved a tiny little bit to create the necessary force for change.
This link recently saved by rsposts on March 24, 2010
This link recently saved by rsposts on March 16, 2010