Example 1. - Canon
Canon is co-operating a Canon-blog with searching enginee Yahoo!, encouraging all Canon and photography fans to create their own Canon blogs sharing their own pictures and experiences with others. More interactive and objective information, messages will be shared to their target customers.
On the other hand, they have set up Canon club which offer auctions, consumerable lucky draws and other activities for the club members. Canon firstly could get the basic and contact information of the target customers when they sign up the club, afterwards Canon could update their club members by publishing interactive advertisment with different kinds of activities which arousing their interests and curiosity.
Besides they also providing some gadgets for downloading, such as screensaver, mini games from the Canon Wonderland, all these gadgets are actually helping the identifying the brand image.
Canon is also well utilizing the currently hottest social networking tools - Facebook for marketing, they have developed some applications, such as "Canon My Story", "Smile by Canon" on facebook, it could also bring awareness and provide effective communciations to their customers.
Links:
Blogs, Online Partnerships, searching enginee -
http://hk.blog.yahoo.com/canon
Interactive Advertisement - Canon Club
http://www.canon.com.hk/tc/CanonClub/Auction/Default_Public_Bid.aspx
Gadget - Canon wonderland
http://www.canon.com.hk/en/CanonClub/Wonderland.aspx
Social Networking: Facebook
http://www.facebook.com/s.php?q=canon&n=-1&k=400000010&sf=r&init=q&sid=f673b771ac570d8b7bfe1a329efed985#/apps/application.php?sid=f673b771ac570d8b7bfe1a329efed985&id=41642950758&ref=s
Example 2. - Microsoft
Microsoft, they also have community blogs sharing the updates of the industries and their news respectively, also they provide gadgets which facilitates their users to access different programmes.
RSS of Microsoft allows their followers and users stay up with the update information and their new products. MSN, one of the popular networking tools developed by Microsoft, which allows their users to chat online with their friends, as well as providing a platform to Microsoft to spread their update information. Last but not least, Microsoft also has developed a successful searching enginee which also helps their promotion activities.
Blog
http://www.microsoft.com/communities/blogs/PortalHome.mspx
Gadget
http://www.microsoft.com/windows/windows-vista/features/sidebar-gadgets.aspx
RSS
http://www.microsoft.com/communities/guide/RSS.mspx
Social Networking
http://www.msn.com/
Searching Enginee
http://www.microsoft.com/msn/default.mspx
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