Why crowdsourcing can solve the ‘always-on’ conundrum.

fpetavyReckitt Benckiser’s US CMO said recently in an interview to Forbes: « When you are on Facebook, your competitive set is actually not the Unilevers or the Procters of the world, but your uncle’s vacation, your sister’s new baby and all these great events that make up people’s lives. »

Read Francois Petavy’s article on Marketing Magazine UK about how crowdsourcing can deliver the high volume of authentic content and stories that will touch your consumers online.

 

About joelcere

Joël was Global Insights & Innovation Director for eYeka. Ex-agency man - 14 years in advertising, PR, media and digital - who dabbed in startups as co-founder, investor or partner, he is passionate about innovation, disruptive ideas, marketing and business strategy. He has a keen interest in contemporary art, eco-preservation, futurecasting and becoming editor-at-large for Food & Travel.
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One Response to Why crowdsourcing can solve the ‘always-on’ conundrum.

  1. JMI says:

    Really interesting Joel, thanks​!​

    I think that you would be really interested in some recent research that I have come across explaining crowds and citizen science.​ ​In particular I feel you may find these two emerging pieces of research very relevant:

    – The Theory of Crowd Capital
    http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2193115

    – The Contours of Crowd Capability
    http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2324637

    Powerful stuff, no?

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