Description
Some existing companies which do this:
Google: https://plus.google.com/118279113645730324236/posts/FKK2trDERAC
Facebook: https://www.facebook.com/facebookdiversity/posts/774221582674346
OKCupid: http://www.newnownext.com/okcupid-adds-loads-of-new-sexuality-gender-options-for-members/11/2014/
Pinterest: https://engineering.pinterest.com/blog/building-expanded-gender-options-signup
Zenefits: https://www.zenefits.com/blog/custom-gender-options-now-available-zenefits/
http://43epnd.axshare.com/gender.html is the concise guide to different collection strategies.
And the full set of links for my talk can be found at http://anne.loves.technology/blog/talks/2016/05/16/more-than-binary.html - some of which are probably fairly useful out of my talk's context.