SMRC – Charity Market Report
& CSR/Corporate Social Media Research References
(The Social Web Space, The Charity Space & The Social­Charity Opportunity/
Problem Space – where social web economics meet charity ecologic)
1. The Social Web Space – If the diverse uses of social networks represent the
mineral wealth of the earth, present social web models mine only the copper,
leaving the bulk of the mineral value untapped. The ad-based revenue model
which dominates the US social web space still revolves around the archaic notion
that users are passive observers and consumers rather than active creators and
producers of value. This twentieth-century television/radio advertising model is
thus limited in its ability to realize the progressive value and power of social
networks.
The dogmas of the quiet past are truly inadequate to the stormy present. While
this model is calculated to approach the long tail, its angle of approach remains
shallow & one-dimensional. Innovators who recognize that much of the raw
material provided by the social web remains unredeemed are now devising new
ways to harness the flows of value generated by its cognitive surplus.
Appreciative of the past and sensitive of the possible, SMRC monitors these flows
of value in the marketplace and aggressively explores new capital horizons as
they come into view.
The Social Web is a nineteen-year old phenomenon,4 eight-years in its present
manifestation,5 with global scope, endlessly and rapidly evolving & expanding
applications, and virtually limitless potential.
Increasingly, web users are
proactively interconnecting their lives and minds. As of June 2010, according to
Nielsen, U.S. users spend better than half their time online interacting with
friends and groups.6 Every day, this phenomenon is becoming more:
4
No sooner did the World Wide Web become available to the public (1991) than its users began to
find ways of connecting for social interaction, transforming the intentions of the web‘s creators.
5
Friendster, the first modern social network, came online in 2002.
http://en.wikipedia.org/wiki/Friendster. ICQ (1988), Classmates.com and Match.com (1995), and
Napster (1999), and were milestones in the evolution of the Social Web.
6
http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-andgames-dominate-activity/
� Popular
�
With over three billion (3,000,000,000) registered user accounts
worldwide…7 and nearly one billion (1,000,000,000) unique visitors.8
�
Global time spent online on social networking sites increased 82%
year-over-year December 2008 - December 2009.9
�
Three out of four regular internet users maintain at least one social
network account.10
�
In March 2010, Facebook surpassed Google as the most visited
website in the U.S. 11
�
In the U.S., an average adult spends nearly fourteen hours a week
online.12
7
As of Nov 11, 2010 the running tally of 194 social networks (118 of which report registered user
figures) at http://en.wikipedia.org/wiki/List_of_social_networking_websites stood at 2,900,576,677…
with a handful of conspicuous absences. Of those listed 15 sites are among the top 100 most visited
(per Alexa).
http://www.comscore.com/Press_Events/Press_Releases/2010/10/Russia_Has_Most_Engaged_Social_
Networking_Audience_Worldwide/(language)/eng-US
8
As of August 2010 Comscore.com reports 964,305,000 unique visitors… cf. excluding ―traffic from
public computers such as Internet cafes or access from mobile phones or PDAs.ǁ
9
http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-socialmedia-sites-up-82-year-over-year
10
http://www.communityorganizer20.com/2010/11/01/global-trends-in-social-networks-thesocialization-of-brands/
11
http://www.businessweek.com/news/2010-03-17/facebook-surpasses-google-in-weekly-u-s-hitsfor-first-time.html
12
http://www.mediaite.com/online/time-spent-online-nearly-doubled-this-decade/
� Profitable
�
In June of 2009, Techcrunch estimated the market value of the top
twenty-seven
social
networks
to
be
over
$27.5
billion
13
As of September 24, 2010, Second Shares
($27,635,000,000.00).
put the value of the hottest nine U.S. social networking sites at over
$45 billion ($45,497,000,000.00).14
�
Social networks worldwide are estimated to bring in $3.3 billion in
advertising dollars alone in 2010.15
�
In the U.S., social networks are scrambling to capitalize on untapped
non-ad revenues represented by the social web. Among the streams
poised to emerge is trade of virtual goods. 16 Social media analytics is a
burgeoning field.17
� Progressive
13
�
October 26, 2010 – Facebook COO Sheryl Sandberg announced that
10,000 websites integrate with Facebook every day. 18 An unnamed
source at Facebook revealed that Facebook credits, already sold at
Target, will be sold at Walmart and BestBuy. 19
�
February 3, 2010 – Pepsi Co. abandoned its 23-year-old Super Bowl
marketing campaign in favor of a $20 million social web marketing
initiative, Pepsi Refresh, a social media giving-campaign that awarded
grants to the grassroots projects earning the most votes on its
website. Since January 2010, more people have voted for Pepsi
Refresh causes than voted in the last presidential election. 20
http://techcrunch.com/2009/06/04/the-true-value-of-social-networks-the-2009-updated-model/
14
http://www.theatlantic.com/technology/archive/2010/09/what-are-your-favorite-social-media-sitesworth/63481/
15
http://techcrunch.com/2010/08/16/advertising-social-networks-3-3-billion
16
Asian based social media company Qzone made over $1 billion last year with just 13% coming from
advertising revenue. http://www.reuters.com/article/idUSTRE58800D20090909
17
http://www.information-age.com/channels/information-management/features/1261023/measuringthe-zeitgeist.thtml
18
http://mashable.com/2010/10/26/10000-websites-integrate-with-facebook-every-day/
19
http://mashable.com/2010/10/26/faebook-credits-walmart-best-buy/
20
www.refresheverything.com/, http://mashable.com/2010/09/30/creative-social-good-campaigns/
�
October 22, 2010 – Zuckerberg, Bezos, and Doerr
announced their $250M sFund, a clear indicator that market leaders
envision the social web space as the next important wave of
technology. Compare Doerr and Jobs’ 2008 announcement of the $100
million Kleiner Perkins iFund, on the bet that mobile devices
(smartphones) would become more important than personal
computers.21
� Powerful
�
“Wikipedia took the idea of peer review and applied it to volunteers on
a global scale, becoming the most important English reference work in
less than 10 years. Yet the cumulative time devoted to creating
Wikipedia, something like 100 million hours of human thought, is
expended by Americans every weekend, just watching ads.” 22
�
�
�
�
21
Barack Obama‘s 2008 presidential campaign abandoned conventional
media in favor of social media, and proved to be the most successful
political fundraising effort in living memory, with over half a billion
dollars in online donations.23
The social web is revolutionizing consumer behavior. ―Tech-savvy
consumers are [now] in charge with their use of emerging social
technologies. Retailers need to meaningfully engage with informed
consumers digitally or lose market share. The use of social media and
mobility can level the playing field and provide retailers of all sizes
with opportunities to amplify their brand.ǁ 24
The social web is a prime mover in the rapid development of the
developing world. ―[A]dvances in technology and the falling cost of
delivery are driving big corporations as well as entrepreneurs to take
new or renewed interest in solving some of the most seemingly
intractable issues we face as a global community, from health care to
education, from economic development and rolling out affordable
alternative energy to coping with the social and economic fallout from
25
natural disasters.ǁ
The social web is revolutionizing activism. A prime example is
Ushahidi: ―(Swahili for ‗testimony‘ or ‗witness‘)… a website created in
http://www.businessweek.com/magazine/content/10_44/b4201046220873.htm
22
Clay Shirky, Here Comes Everybody. SMRC aims to harness & monetize for charity what Shirky
calls users‘ ―cognitive surplus.ǁ
23
http://www.europeanbusinessreview.com/?p=1627
24
Bernie Brennan, former Chairman of the National Retail Federation, Branded!
25
http://www.guardian.co.uk/activate/phones-revolution-developing-world
the aftermath of Kenya's disputed 2007 presidential
election… that collected eyewitness reports of violence sent in by email
and text-message and placed them on a Google map. It is also the
name of the open source software developed for that site, which has
since been improved, released freely, and used for a number of similar
projects.ǁ26
2. The Charity Space – According to the Charitable Giving Index, published
September 2010, better than half the world‘s population regularly gives or
volunteers for charitable causes.27 According to Giving USA, in 2009 Americans
donated $303.75 billion to charity, and individual givers and charitable bequests
accounted
for 83% of that
total,
which represents roughly 3.3% of
28
As a cultural phenomenon, altruism flourishes
individuals‘ annual income.
in step with material abundance due to its…
a. Universal Appeal – to the better angels of our human nature (See Addendum
A: Manifesto). Charity is as old as humanity itself. In large part, charity
made and makes us human.29 A flood of recent research has pointed to the
human capacity for empathy as necessary and decisive for the evolution of
homo sapiens.30 Based on these findings, we regard altruism as an innate
and fundamental human trait.
b. Universal Advantage – including…
� Tax-benefits & other benefits – that incentivize altruism.
� Corporate Social Responsibility initiatives – next-paradigm businessdrivers
� Social currency
c. Universal Agency – a different species of doing, a different breed of profit
In classical economic theory, agents act out of rational self-interest. The
ubiquitous phenomenon of charity (altruism) presents significant challenges
to this theory. Hamilton's celebrated biological formula for altruism (c < b *
r) remains incomplete for human systems in which we observe memetic
26
http://en.wikipedia.org/wiki/Ushahidi
27
The report can be found in its entirety at:
http://www.cafonline.org/pdf/WorldGivingIndex28092010Print.pdf
28
An executive summary can be found at http://www.pursuantmedia.com/givingusa/0510/
29
Cf. Jennings, A, The Invisible Matrix: The Evolution of Altruism, Culture, Human Behavior. Lulu.com
(2006) & Batson, C. D. Altruism in Humans. New York: Oxford University Press (forthcoming).
30
Cf. V.S. Ramachandran, ―MIRROR NEURONS and imitation learning as the driving force behind "the
great leap forward" in human evolution,ǁ
http://edge.org/3rd_culture/ramachandran/ramachandran_p1.html
(ideological political professional &
regularly trump genetic coefficients of
universally share a powerful instinct to
share neither known genetic nor known
cultural) solidarity
relatedness.31 Furthermore humans
help even strangers with whom they
32
memetic heritage.
These primal impulses to help, activated by mirror neurons, derive from the
overlap of our brains' map of others' bodies onto our brains' map of our
own.33 This other-as-self phenomenon, often activated by visual stimulus
(our eyes), is so powerful it may be activated by stories, for narrative
characters present only to our minds-eye. This phenomenon stands behind
golden-rule formulae which arise independently in virtually every culture.
In every culture, calculi (maths) exist whereby the individual is deemed richer
when he shares value with others out of his surplus.34 We have evolved from
maternal instinct to genuine fellow-feeling. Not only does benevolence count
as credit in every culture, as the world grows more connected and as
economics globalize it is increasingly the case that reinvestment in any
represents return in one's own.
Insofar as any self is always already embedded in and responsible to
numerous social spheres, rational self-interest becomes indistinguishable
from rational others-interest. Giving is responsible. Giving is sustainable.
2.1
Charity Space Latest Trends
a. Unprecedented Proliferation – Over the past decade (2000-2009) the
number of registered 501(c)(3)s has grown by 151.2%. 35
b. Emerging Online Presence – Social Media giants Facebook, YouTube and
Myspace all now offer virtual property and platforms to many non-profits
on their websites. Facebook's Causes (launched May 25, 2007) currently
leads this trend. Causes claims 140 million members, and reports over
31
W.D.Hamilton (1964). ―The genetical evolution of social behaviour I and II.ǁ — Journal of
Theoretical Biology 7: 1-16 and 17-52.
32
Peter Singer, (2009). The Life You Can Save. Cf.
http://www.nytimes.com/2009/03/11/books/11garn.html
33
V.S. Ramachandran, (2000). ―Mirror neurons and imitation learning as the driving force behind ‗the
great leap forward‘ in human evolution.ǁ www.edge.org/3rd_culture/rama/rama_p1.html
34
For example, for someone with $100 in $1 bills, once he is fed clothed & sheltered, there exists
statistical "sweet-spots" for personal benefit from sharing with, e.g. 1) a friend, 2) an acquaintance,
3) a fellow-citizen, 4) a stranger (fellow-human).
35
USA Giving 2010 Report, p 22.
$27 million raised for some 390,000 user-generated
causes to date.36 Causes averaged 25 million active users in October
2010.37
c. Explosion of Options – Several independent charitable donations portals
exist, providing services such as accepting online donations, linking
volunteers with opportunities, driving micro-revenue streams for charity
via search engines and ads, and providing micro-charities with
organizational tools. (See Addendum E: Map of the Charitable Web Space
& Addendum F: Charity Statistics by Region, Income & Demographic)
3. Social – Charity - Problem/Opportunity Space: Tremendous possibilities exist
where the economics of the Social Web and the “ecologic” of charity intersect.
a. Social Web Economic Paucity
1. Most advertise to generate revenue (e.g. Google & Youtube). SMRC
eschews conventional advertising models.
2. Many hold user data they cannot fully exploit for privacy reasons (e.g.
Facebook & Twitter). The social web has yet to figure out how to
capitalize fully on the popularity of social websites and the wealth of
behavior populations perform on them.
b. Charitable Ecological Waste
1. Conventional funding mechanisms include galas, concerts, events,
fundraising drives, seasonal promotions, direct & indirect sales
campaigns, traditional broadcast marketing, etc.
2. These conventional funding mechanisms, and their underlying models,
are not only sporadic but also carry heavy overheads which eat into
the funds collected.
c. SMRC brings together the economics of the social web and the ecologic of
charity:
� By aggregating the Collective Intelligence of the network, SMRC
captures value untapped by conventional social web applications in a
novel & vibrant zero-ad/zero-threat space.
36
http://exchange.causes.com/about/
37
http://statistics.allfacebook.com/applications/single/causes/2318966938/MAU
�
SMRC provides a regular, recurring, and zero-overhead funding
alternative for our charities. For our members, their societies at large, and
the world, SMRC offers an environment for the development of future
applications to optimize the potential of the ever-evolving commons. In
so doing, SMRC – subliminally, symbolically, and socially
– promotes and rewards altruistic social behavior and an ethos of
philanthropy.
� The Social Web is just the most recent of humanity's modes to express its
sociability.
Before there were virtual social networks there were real
social networks. Virtual social networks are handy tools by which we
extend and actively evolve real social networks.
Within the space of
charitability, sociability becomes eusociality. By nature, the two go hand-inhand. SMRC clears and maintains a space, a shared place, where they
can flourish... free from the threat of ads and malware, where personal
privacy is secure, where the flow of social and real currency is 100%
transparent, a true reflection of the zeitgeist.
The zeitgeist values social responsibility. Recent
studies
in
the
corporate world evince how much social responsibility justifies cost- premium
and how much goodwill justifies purchase-intent. We look for this trend to
continue. As members of SMRC‘s community, we take part in something
larger than ourselves. We carve out a niche where charity meets social
web dynamics, where the better angels of our human nature may stretch
and exercise their powerful wings.
SMRC CSR / Charity – Intellectual Capital References
I.
II.
I.
Commonly Referenced Research: Examples of Innovative Corporate Social Media: Commonly Referenced Research: Corporate Social Responsibility: � Activists in Social Profit Campaigning..Views and Effectiveness.pdf � BCG Creating Social Impact.pdf � BCG Social Advantage.pdf � Cone_WSJ_Response_Aug_2010.pdf � CSR Contributes to Bottom Line.pdf � CSR Measuring Outcomes.pdf � CSR Rating Report.pdf � Doing Good is Good Business.pdf � Future of Corporate Philanthropy.pdf � Future of CSR.pdf � Harvard­CSR.pdf � IBM CSR White Paper.pdf � Impact CSR on Consumer Behavior_Case Study Peru.pdf � Philanthropy as Strategic Choice.pdf � Sirota Corporate_Social_Responsibility_June_2007.pdf � VanCity CR_Future_of_CSR.pdf Charity and The Social Web: � 2010 WorldGivingReport_Interactive.pdf � 2010­Cone­Cause­Evolution­Study.pdf � 2010_cone_nonprofit_marketing_trend_tracker_release_and_fact_sheet.pdf � abrams_research_social_media_survey_0209.pdf � Berners­Lee 2010 W3 report.pdf � Borrell_Social Networking Ad Revenue execsum.pdf � Borrell_Social Networking Ad Revenue.pdf � Charitable­Giving­Effects­of­Exogenous­and­Endogenous­Status.pdf � chronicle article 2009.pdf � Clinical versus mechanical prediction­ a meta­analysis.pdf � cone_2010_shared_responsibility_survey_fact_sheet.pdf � Congressional Report Haiti Charity.pdf � CSR Rating Report.pdf � DEI+Study+­+Engaging+Consumers+Online+­+Summary.pdf � Determining­Influential­Users.pdf � Empirical Eval Trust Semantic Web.pdf � Entrepreneur­Article.pdf � Evaluation of Node­Position in Social Netwk.pdf � Facebook and Non­profit Organizations­ A Content Analysis.pdf � Harvard­CSR.pdf � I Tube, You Tube, Everybody Tubes ­­ Analyzing the Worlds Largest User Generated Content Video System.pdf � JOEL_ONLINE_CHARITY_SNAPSHOT.doc � Journal of Interactive Advertising ­­ SOCIAL MEDIA MEASUREMENT­ IT'S NOT IMPOSSIBLE.pdf �
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Juniper Research.Mobilising, Socialising, Monetising!.pdf Nielsen Report on Personal Recommendations vs traditional media advertising.pdf Pew Internet ­ Older Adults and Social Media.pdf PIP­The­State­of­Online­Video.pdf PIP_Adult_gaming_memo.pdf.pdf PIP_Future_of_Internet_social_relations.pdf PIP_Future_Of_Millennials.pdf PIP_Online_Product_Research_final.pdf PIP_Reputation_Management_with_topline.pdf PIP_Social_Media_and_Young_Adults_Report_Final.pdf PIP_Understanding_the_Participatory_News_Consumer.pdf Predicting the Future with Social Media.pdf Pricing in Social Networks Equilibrium & Revenue Maximization.pdf Professional­and­User­Generated­Content­Rating­using­Context­ Information.pdf PRWeek SocialMediaSurvey.pdf R2I Social Media Survey.pdf SAS Social Media Metrics Analytics.pdf Second Life Social Dynamics & Economic Activity.pdf SN analysis customer­level revenue distribution.pdf Social Media Measurement­ It's Not Impossible.pdf Structure and Evolution of Online Social Networks.pdf Supercruchers Review.pdf SurveySummary_Social_Media10082008.pdf syncapse­value­of­a­facebook­fan­1.pdf syncapse­value­of­a­facebook­fan.pdf The Privacy Jungle.pdf The Social Network Business Plan 18 Strategies That Will Create Great Wealth.pdf The Tangled Web of User­Generated­Content ­­ Making Copyright Sense of User­Generated Content.pdf � Too Good to Fail _ Tata Case Study.pdf � TUTORIAL ON AGENT­BASED MODELING AND SIMULATION PART 2 ­­ HOW TO MODEL WITH AGENTS.pdf � USRetailingMoveOnlineExecutiveSummaryDec2.pdf � W3C Web 2010.pdf � Wave4_2009.pdf � Web Transforming Kingdom (UK).pdf � who s_responsible_cone_2010_shared_responsibility_pov.pdf II. Examples of Innovative Corporate Social Media (for comparatives of objectives vs. performance): � Blendtec is famous for its bevy of inexpensive “Will It Blend” videos posted on YouTube and shared by millions. � Adobe maintains a list of interesting company related websites and conversations on the social bookmarking site Delicious. � Cadence recently relaunched its website that now prominently promotes the company’s community. � Cisco hosts 12 blogs addressing a variety of audiences for their global business. � Coca-Cola Conversations is a blog written by company historian Phil Mooney that focuses on Coke collectibles. � Dell leverages a variety of social media platforms for customer engagement, including an island in the virtual world of Second Life. � Ford publishes news releases with lots of multimedia content and employs a social media news release format to display them in their newsroom. � Fujifilm recently launched a social network to build a community of photo enthusiasts around its newest camera. � GM uses blogs to communicate directly with its customers around topics ranging from design to green tech. � H&R Block created a Facebook fan site to aggregate its social media activities, engage customers and offer tax advice/resources. � HP used Twitter to power a scavenger hunt at a recent conference. � HSBC built the HSBC Business Network to connect entrepreneurs using blogs, videos and forums. � IBM was the first large enterprise to embrace employee blogging and now boasts thousands of
blogs related to every facet of its business. � Intel has also developed many social media touch points with its software communities, which includes blogs, Twitter and virtual worlds. � Intuit sponsors the Tax Almanac wiki, where anyone can find and contribute to this resource for tax information. � Jeep connects with customers via a community page with links to photos on Flickr, the company’s MySpace and Facebook pages and a list enthusiast groups. � JetBlue employs social media as part of its training for JetBlue University, as this video explains. � Johnson & Johnson uses this blog to show another side of the company, with frequent video posts and interviews. � Lenovo launched “Voices of the Olympics Games” to aggregate posts from the athletes competing in Beijing. � Marriott CEO Bill Marriott posts regular updates and stories from his travels to Marriott properties around the world to fuel the content for this entertaining blog. � McDonalds maintains a blog to highlight the company’s corporate social responsibility efforts. � National Geographic uses Google’s new virtual world, Lively, to bring people together around its new show, LA Hard Hats. � New York Times is beta testing a Firefox add­on that allows users to share and comment on stories through a decentralized social network. � Nike started a social community on Loopd to connect athletes interested in surfing, BMX bike racing and similar activities with the brand. � SAP sponsored a global survey of social media professionals to learn more about social media worldwide. � Sears partnered with MTV to create a social network around Back to School shopping. � Southwest Airlines employees share their stories and communicate directly with customers through the “Nuts About Southwest” blog. � Sun CEO Jonathan Schwartz’s blog is the example most often cited for what the CEO blog can be. � Starbucks started MyStarbucksIdea so that customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company. � Toyota started its own virtual world to promote its products in Japan (site is in Japanese). � Visa launched The Visa Business Network application on Facebook to connect small business users and to help them promote their businesses to a larger community. � Wells-Fargo blogs target two audiences; one examines the company’s history and the other is for students interested in getting their finances in order. � WWE has a Facebook application, among other social networking tools and widgets, to bring fans closer to the action. � Xerox blogs address several of the company’s core B2B constituencies. � Zappos uses Twitter for employees to communicate with Zappos customers about their shared love of �
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footwear Dominos Pizza credits Foursquare with its UK sales growth. Monique’s Chocolates in Palo Alto used Foursquare to acquire 50 new customers. Highland Brewing, a microbrewery in North Carolina, turned to social media to build stronger relationships with beer drinkers. Sounds tough Old Spice creates personal videos for its Facebook fans and posts them on YouTube. Norman Regional Health System in Oklahoma spends 30 minutes a day on Twitter and Facebook. The Red Cross uses tools like Flickr and blogs to connect directly with their supporters. Colgate used social media to drive engagement and purchases worldwide. � Land of Nod uses online customer reviews to strengthen its community and product offerings (VIDEO). � Cisco continues to evolve its social media practice, creating snackable content internally for its employees. � Vitamin Water let its fans create a new flavor on Facebook. � Dreyer’s leveraged characters from their “Share the Love” campaign to create a mobile game for the iPhone. � HP’s viral video campaign has some solid social media metrics behind it. � The Asia Foundation of San Francisco used Facebook for its recent Books for Asia campaign. � The NBA used social media (Twitter, Facebook, Gowalla) during the NBA Finals. � JetBlue uses Twitter very successfully for customer service support. � Xerox uses social media as part of a product launch (VIDEO – start watching about 2:30 in). � The Brooklyn Museum created a page to connect its Foursquare community. � Leo Burnett’s use of Twitter during Cannes garnered more publicity for the firm than any other stunt in company history. � Spanish shoe company Munich uses its social media presence on Facebook to bring together its community in the real world. � Wells-Fargo uses social media during a financial crisis (VIDEO). � Pb Elemental Design is an architecture firm in Seattle that focused on buildings its social media presence on Facebook. � Intel explains how it has leveraged Facebook to grow their fan base to more than 115,000 fans. � Sharpie has some nice examples of how to make social media work on a small budget (VIDEO). � A luxury hotel in Greece used social media to increase all of its web marketing goals. � Rapper Snoop Dogg made over $200K selling branded clothing in virtual worlds. � Warner Brothers provides a case study of how NOT to engage bloggers and how NOT to react when your strategy misses the mark. � NPR shows how and when their listeners access their content on mobile platforms with lots of numbers. � Air Canada learned a tough lesson about monitoring Twitter and how a crisis can easily escalate. � Mazda launched a Facebook game to promote its new car. � Chesapeake Energy Corp. uses a host of social media tools to stay closer to its customers. � Punch Pizza in The Twin Cities uses Flickr, Facebook and Twitter to sell more pizza. � Einstein Bagels used Facebook to distribute a coupon, and to keep their fans abreast of updates when the coupon link didn’t work.