A few years ago, when I was working on Coppertone and social media marketing (different from social media) was dawning, the brand team wanted to understand how this new tool/medium worked and if it could be a viable method to build the brand.
We invited a number agencies in to hear their take.
When I asked for an example as it relates to success with a consumer brand, they all, and I mean all, said "BK's Subservient Chicken" and "Shake it - Polaroid Picture".
After the first two agencies, I amended my request. I told the agencies I'd like to hear about examples other than Chicken and Polaroid and I'd also like to have them give a deeper recitation of programs their agency had executed and general ideas about how they might foresee a social media campaign working for Coppertone. Crickets.
More, different and better examples (that are directly relatable to your brand) plus examples of your own work. Good questions/requests to surface when you are being sold the new shiny tools.
O.D.O.o.O.D.B.