The world of social networking can feel intoxicating for any marketer, with sites like Facebook attracting over 65 million members. But, on the down side the medium presents unforeseen challenges with growing demands on brands to be everything to everyone. There is another way to approach this changing behaviour online and dog food manufacturer Del Monte have done just this by engaging in people’s thirst to interact, share, personalise and converse online. Del Monte are doing this by creating their own private social networking site aptly named I Love my Dog.

This is a brand that deserves congratulations. Not only are they providing their audience a passion centre where they can share stories, ask for peer advice, recoup incentives and the like but more importantly they are creating real relationships with their audiences with key spokesperson getting up close and personal with members on a regular basis. The upside to this is the development of a community that gives the brand the right to expect something back. I Love my Dog has become a portal for Del Monte’s research into new product development which has resulted in dramatically shortened turnaround for launching new products.

Thanks to: ilovemydog.us

Only a few years ago we were talking about inviting people to email in photo’s to form part of a community notice board in a public place. Now even that idea feels old thanks to developing technology.

Have a look at the latest multi-touch display found in Helsinki, Finland. Named ‘CityWall’ this display (located in the central city) was developed to create awareness of events happening around the city - in a playful and interactive way.

It really is quite amazing. The back end supports popular user generated sites like Flickr and You Tube so if someone wants to contribute to the CityWall all they need to do is tag their video or photo with ‘Helsinki’ and the content will be picked up and displayed on the CityWall. Alternatively they can choose the old fashioned route and just email content to a central email address. Certainly a new way to embrace community and technology in a positive manner.

Thanks to: Contagious