Companies I Watch

As someone who enjoys watching companies innovate on a daily basis, here are a few I like.  I’ve given you a variety of examples to show that emerging media can work for all different types of businesses.  Ford sells products, Snag-a-job provides a service, and Martha Stewart sells a personality/lifestyle brand. 

Ford is a company that I love to watch for their innovative use of emerging media. They have embraced the concept and welcome User Generated Content (UGC) to build their brand. The driving force behind this company’s entry into emerging media is Scott Monty, (@scottmonty) and he is well worth paying attention to.

Doing it right:

+Utilizing multiple platforms such as Twitter, Facebook, Flickr, Scribd, de.li.cious and YouTube

+Use guest bloggers to write about experiences with cars and welcome open dialogue about good and bad, (see Jessicaknows blog as a Mommy Spokesperson for Ford)

+Great blog http://www.thefordstory.com

+Ford logo on Scott’s twitter picture

Love her or hate her, it is difficult to argue with her success. Martha Stewart has had a long history of understanding the value of establishing a brand and I am happy to see her team utilizing emerging media to continue to connect.  I had the opportunity to attend Martha Stewart’s “Dreamers into Doers” gala last fall where a local business, Tabitha Geary was a finalist.  There wasn’t a moment where the Martha Stewart brand wasn’t infused into the evening.

(Here I am at the Dreamers into Doers Gala last year with Martha Stewart’s chef, notice the line of blue mixers in the background?
Martha Stewart is always making choices that support the brand, even down to the color of the mixers in the kitchen)

Doing it right:

+Blog is filled with content for Martha Stewart fans

+Connects with fans through Twitter to give daily insight into her life

+Created Martha University video series

+Consistently shares brand across wide variety of platforms to be accessible to greatest number of users

Snag-a-Job is a Richmond based company, and I love to see local companies doing well. I had the opportunity to hear Shawn Boyer speak at the recent Venture Forum Entrepreneur Fair and was impressed by his dedication to company culture. Snag-a-Job does a good job of sharing that culture online as well. 

Doing it right:

+Active engagement on website through polls and surveys

+Offers multiple ways to connect through Twitter, Facebook and MySpace

+Creates a reason to visit the website through monthly contests that are fun and reflect the company culture

No matter what your business is, there are opportunities out there for you to improve your communications and tap into the emerging media trend.  The key is to have an effective media plan to guide you through the process and then be willing to adapt as the new opportunities arise.