Case studies and examples

Examples by industry

Numbers indicate chapter in Groundswell.

Auto

GM, 1
MINI USA, 5

Beverage

Stormhoek, 12

Business services

UPS, 2
Network Solutions, 5
Emerson Process, 6
Unica, 6
Constant Contact, 7
Salesforce.com, 9
Avenue A | Razorfish, 11
Organic, 11
Ernst & Young, 6

Consumer packaged goods

Unilever, 5
Procter & Gamble, 6
Kellogg's Special K, 8
Del Monte Foods, 9
Frito-Lay, 9
Unilever, 10

Electronics

Sony, Introduction
Motorola, 6
TiVo, 8

Financial services

Charles Schwab, 5
Fair Isaac, 8
Crédit Mutuel, 9

Health care

Cancer/obesity treatment, 3
Memorial Sloan-Kettering Cancer Center, 5
Massachusetts General Hospital, 8

Housewares

Blendtec, 6
Fiskars Brands, 7
iRobot, 8

IT

TIBCO Software, 6
BearingPoint, 8

Media

Barbra Streisand, 1
Digg, 1
New Line Cinema, 1
Alpha moms, 3
MTV Networks, 3
Typhoon, 6
CBS, 8
Naver, 8
PodTech.net, 8
Yahoo!, 8

PC

NEC/Fujitsu, 3
Hewlett-Packard, 6
Dell, 8, 9, 10
Linksys, 8
Intel, 11

Restaurant

Dunkin' Donuts, 1
Pizza Hut, 6

Retail

L.L.Bean, 3
Toys"R"Us, 3
Unspecified retailer, 4
eBags, 7
PETCO, 7
eBay, 8
Loblaw, 9
Best Buy, 11

Software

Intuit, 8

Sporting goods

adidas, 6

Telecom

Comcast, 1
Bell Canada, 11

Toys

LEGO, 3, 7

Travel

Carnival Cruise Lines, 7

Examples by strategy

Numbers indicate chapter in Groundswell.

Ambassador program

LEGO, 3, 7

Blogs

Sony, Introduction
Dunkin' Donuts, 1
GM, 1
New Line Cinema, 1
National Pork Board, 1
Emerson Process, 6
Hewlett-Packard, 6
Unica, 6
Massachusetts General Hospital, 8
Anonymous company, 10
Dell, 10
Stormhoek, 12

Brand monitoring

MINI USA, 5

Community (ideas)

Crédit Mutuel, 9
Dell, 9
Salesforce.com, 9
Bell Canada, 11

Commmunity (private)

Charles Schwab, 5
Memorial Sloan-Kettering Cancer Center, 5
Network Solutions, 5
Unilever, 5
Del Monte Foods, 9

Community (public)

Alpha moms, 3
Cancer/obesity treatment, 3
Unspecified retailer, 4
Procter & Gamble, 6
Constant Contact, 7
Fiskars Brands, 7

Crowd-sourcing

Frito-Lay, 9

Discussion forum

CBS, 8
Dell, 8
Fair Isaac, 8
iRobot, 8
Linksys, 8
Special K, 8
TiVo, 8
Best Buy, 11

Q & A

Naver, 8
Yahoo!, 8

Ratings and reviews

L.L.Bean, 3
Toys"R"Us, 3
eBags, 7
PETCO, 7
Loblaw, 9

Social networking sites

Democrats/Republicans, 3
Typhoon, 6
adidas, 6
Ernst & Young, 6
Motorola, 6
Pizza Hut, 6
Organic, 11

User-generated video

Comcast, 1
Blendtec, 6
TIBCO Software, 6
Unilever, 10

Voting

Digg, 1

Wiki

BearingPoint, 8
eBay, 8
Intuit, 8
PodTech.net, 8
Avenue A | Razorfish, 11
Intel, 11

Widget

UPS, 2