How to Deliver on a Promise at Meaningful Touch Points

It was a White House first. On April 28, 2009, 293 photos were uploaded to a newly created “official” photostream on Flickr.1 These behind-the-scenes images captured by White House photographer Pete Souza delighted photo enthusiasts and social media evangelists alike, but the event may be more significant because it was the peak of validation for the Flickr brand— a brand that didn’t exist when the previous administration entered the White House.

Flickr began life as a feature for another product. It was designed to allow users of a massive multiplayer online game to share photos during their game play. According to cofounder Caterina Fake, “Had we sat down ...

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