Ted’s online marketing strategy is pretty simple. They started with a solid, easy-to-navigate website; added email, then Facebook. It is not an inordinately expensive campaign, nor do the Ted’s staff have much direct interaction with fans (such as Twitter or back-and-forth on Facebook). They’ve just set up a forum for people to share good things, and given away a few (in the long run, also fairly inexpensive) incentives along the way to get more people involved.