Reckitt 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.
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?