How the four companies did used online marketing strategy to engage with their customers?

The four companies used several strategies to engage with their customers whether through
online ambassadors, bloggers, social networks, or talked-about videos and events, companies are
finding innovative ways to tap social influence online.

Sony
 It starts by creating its own online brand ambassadors
 It used online brand ambassadors to kick off the launch of its new GPS camera.
 The company selected 25 customers who like to travel, take pictures, and blog; gave them
a camera; and showed them how to use it.
 It encouraged the ambassadors to show the camera to friends, associates, and anyone else
who asked; hand out discount coupons; and blog week after week about their travel and
picture-taking adventures on a dedicated Sony microsite and a host of social networking
sites.

Coca-Cola

 It starts by creating its own online brand ambassadors

 It launched Expedition 206, which dispatched three "Happiness Ambassadors"— chosen
in an online vote—on a year venture across the 206 countries where Coca-Cola products
are sold.
 Ambassadors archived "what makes individuals happy" all throughout the planet and
share their experiences with consumers worldwide through blogs, tweets, videos, and
pictures posted on Facebook, Twitter, YouTube, Flickr, and an official Expedition 206
Web site.
 Fans following the experience served as "virtual travel agents," suggesting places the
Happiness Ambassadors may go and what they may do.
 The ambassadors generated lots of online buzz, all within the context of CocaCola's more
extensive "Open Happiness" marketing campaign.
 Its thought was to create brand related conversations, not immediate sales.
Panasonic

 It formed relationships with influential bloggers.

 It recruited five major name tech bloggers to travel to a new consumer electronics show
and share their impressions, including Panasonic item reviews, with their readers through
blog entries, Twitter updates, and YouTube videos.
 Still, the resulting "sponsored conversations" let Panasonic tap into the groundswell of
Internet buzz surrounding the show.
 It has strong networks of relevant readers, a dependable voice, and a solid match with
their brand.

Pepsi
 It create an excellent way to generate brand conversations and social involvement on the
Web by doing something conversation worthy
 It succeeded to really include individuals with the brand online.
 It could create innovative brand-sponsored videos, posting them online.
 Pepsi's Mountain Dew brand ran "DEWmocracy" campaigns that invited enthusiastic
Mountain Dew customers to participate at all levels in launching another Mountain Dew
flavor.
 It let individuals choose and name the flavor, design the can, submit and select TV
commercials and in any event, picking an advertisement office and media.
 It could use Social media is one of the key trends driving business Mountain Dew's
Facebook fan page grew fivefold at the launch of the latest DEWmocracy campaign.