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The sessions also ensure Olympus’ Facebook page becomes a platform for product differentiation by allowing consumers to assess the quality of images taken on specific Olympus camera models.

Last week we began our new series of articles investigating differentiation in consumer electronics by examining Nikon’s use of Facebook photo-sharing to drive emotional engagement.

Of course, Oo Voo is dwarfed by competitor Skype, with more than 520 million worldwide users, about 20% of those in the U. Other internet giants such as Google and Yahoo also have video-chat services, along with other standalones such as Pal Talk and Tok Box.

But unlike the popular new apps that people have been using in bursts over Twitter, You Now encourages long-form streaming, for hours at a time, even while the broadcaster is asleep.

Testimonials on the site tout that it lets you "meet so many cool people from all over the world," and how friendly the community is.

Olympus shows marketers that rewarding fans with information rather than tangible gifts has multiple benefits.

By providing expert advice in regular Q&A sessions, Olympus encourages owner engagement and interaction.

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