Case studies

Examining best practices in social media measurement, microblogging, communication, reputation management, mobile media, collaboration and more

JD LasicaSince 2006 the Society for New Communications Research has evaluated and judged the most creative and effective social media efforts across the corporate, media and academic landscapes. Its Excellence in New Communications Awards program, announced each year at NewComm Forum, honors pioneering uses of social media, mobile media, online communities and collaborative technologies in such areas as business, media, entertainment, education, social initiatives and governance.

sncrI’ve been a senior fellow with SNCR since 2006 and regularly speak at its annual SNCR Research Symposium & Awards Gala. The roster of SNCR fellows, who judge the rich, detailed case studies submitted in the contest, include some of the best and brightest analysts and consultants in the social marketing constellation.

Whether you work in management, marketing, corporate communications, PR or elsewhere, you’ll find useful, actionable takeaways in each of these case studies. Click through to see how these companies and organizations, often with the help of a digital marketing team, designed and implemented best-of-breed strategies and campaigns.

Contact us if your business needs a deeper dive into any of these areas.

Update: SNCR has put these reports behind a firewall since this article was published.

2012 winning case studies

Case studies of winning entrants in the 2012 Excellence in New Communications Awards.

Stanford Engineering

Mobile Media

Adobe Creative Cloud

2011 winning case studies

Case studies of winning entrants in the 2011 Excellence in New Communications Awards.

Jarden Home Brands

Internal Communications

American Express OPEN
Business Wire
World Wildlife Fund
Avignyata Inc

2010 winning case studies

Case studies of winning entrants in the 2010 Excellence in New Communications Awards. Click a category heading to access each winning entry.

Joint Tactical Radio

Behind the Firewall

  • Joint Tactical Radio with BOOZ Allen Hamilton, Inc.
  • Service Coordination, Inc.
Illinois Institute of Technology
Rogers on demand

External Communications and Communities

Cuyahoga by jco

Influencer Relations

  • Cuyahoga Valley National Park Association
  • Eloqua

Measurement Innovation

  • SAS with KDPaine & Partners


  • Dell, Inc.
Survivors Connect

Mobile Media

  • Survivors Connect

New Communications

  • Business Wire
  • DoD Defense Centers of Excellence; The Real Warriors campaign

Online Publishing

  • Stanford University School of Medicine
  • Seven Towns
  • Sacramento Press
  • Goodwill Industries International
  • Chalkboard Project with Mambo Media, Inc.
  • Daylife

Online Reputation Management

  • Network Solutions
  • Rogers Communications
  • Disaster Assistance Improvement Program
  • Synaptic Digital
  • IKEA North America with KDPaine & Partners

Social Media

  • SAS
  • Dorel Juvenile Group

Technology Innovation

  • Zocalo Group


  • Swedish Medical Center
  • Rogers Communications
  • Cisco Systems
  • National Institute of Justice

2009 winning case studies

Case studies of winning entrants in the 2009 Excellence in New Communications Awards. Click a category heading to access each winning entry.


Behind the Firewall

  • Manheim (creation of social intranet)
  • Sprint (extending social media platform)
  • NetApp (communication platform)
  • Fleishman-Hillard for Novartis (internal communications campaign)
  • Allyis (intranet)
  • JWT Inside for U.S. Department of State (social networking platform)
  • American Express (internal blog for vice chairman)
Stanford's Hoover Tower, photo by Kostas Pagiamtzis


External communications & communities


Influencer Relations

  • EMBARQ (branded YouTube channel)
  • Vocus/PRWeb for Parents magazine (online contest)
  • Gutenberg Communications for Kaavo (blogs and influencer outreach)
  • Topaz Partners for Black Duck Software (social media outreach and engagement)
  • 360PR for PBS KIDS (awareness campaign)
  • Intel (social media advisory board)
  • War Child Canada (expanded digital footprint)
Ford Fiesta

Measurement Innovation

  • Philadelphia Ford Dealers Association (social media campaign)
  • HubSpot (social media news release)
  • Hill & Knowlton for Waterfront Toronto (engage online influencers)
  • Zocalo Group (measurement methodology)


  • Washington State University, Spokane (Twitter presence)
  • IKEA North America (Twitter management)
  • Sprint Nextel (customer care through Twitter)
  • Step Ahead for (Twitter outreach)
  • Advertising Specialty Institute (blogging)
  • M Booth & Assoc. fo The Macallan (digital footprint)
  • SAP (stakeholder outreach)
  • Cisco (Twitter presence)
  • Project On Government Oversight (social tools)
  • #hcsm (Twitter health hashtags)
  • Aspen Ideas Festival (Twitter campaign)
Georgia Tech

Online Reputation Management

  • Georgia Institute of Technology (social media benchmarks)
Lion Brand yarn

Online Publishing

  • Yale University (enhance online communications)
  • Converseon for Lion Brand Yarn (open up conversation channel)
  • Community Roundtable (enhance community environment)
  • Adweek coverage of Cannes (microsite)
  • Canadian Centre for Architecture (online enhancements)
  • CE — Youth Interactive Portal for Enterprise (East Africa business portal)
Phoenix Int Raceway
  • Phoenix International Raceway (social media program)
  • Moldova’s periodical Adevaruloj (social tools)

2008 winning case studies

Case studies of winning entrants in the 2008 Excellence in New Communications Awards. Click a category heading to access each winning entry.


Internal communications

  • Dell
  • Monsanto
  • iContact


United Nations University

Mobile media

  • Cisco Systems
  • Raytheon
  • IBM
  • DOVE
  • United Nations University
  • World Vision International
  • LexisNexis
  • TradeKing
  • Sg2
  • Wal-Mart
  • Vizu Ad Catalyst
  • Dell
Washington Capitals

New media creation & social media production (corporate)

  • Washington Capitals
  • PUMA
  • Ugobe
  • PlayStation
  • Radian6
  • Fanista
  • IBM
  • Symantec
  • Yahoo!
  • Focus
  • New Media Business Wire

New media creation & social media production (media, nonprofit, academic)

  • Lynn University
  • Revision 3
  • Homeless Nation
  • CitizenShift
  • Canadian Centre for Architecture
  • Intercultural Development Research Association
  • The Public Radio Exchange (PRX)
  • Adevărul
  • Moldovan
  • You2Gov
University of Illinois at Springfield

Online reputation management

  • University of Illinois at Springfield
Biblioteca del Congreso Nacional

Blog/Blogging/Bloggeer Relations

  • Zannel
  • The Library of Congress of Chile
  • Jarden Consumer Solutions
  • MobileSphere
  • Second Rotation
  • ElectraTherm
  • Graco
  • Kona Blue
  • Molson
Contact Lens


  • iContact

Additional social media case studies

Tod Maffin’s Case Studies Online
WOMMA’s Case Study Library
• Geoff Livingston’s Now Is Gone list of case studies
Superlist of social media examples (Interactive Insights Group)
• Russell Pearson’s Parallax Blog ‘hot’ list of case studies
Peter Kim’s comprehensive wiki list of 1,000+ examples of corporate social media/social marketing efforts
• Ray Schiel of the Global Social Media Network has organized Peter Kim’s list into specific categories
• Socialtext list of 30 Enterprise 2.0 case studies
• Jacob Morgan: Roundup of Enterprise 2.0 case studies
• Chris Brogan Delicious bookmarks of social media case studies
• Scott Hepburn’s Media Emerging list of B2B social media resources and case studies

JD Lasica, founder of, is now co-founder of the cruise discovery engine Cruiseable. See his About page, contact JD or follow him on Twitter or Google Plus.

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