crowdsourcing

Adversarial blogging: the Brew Blog and co.

I recently came across another example of meta-marketing -- the phenomenon of PR becoming the actual story. The Wall Street Journal reports on the Brew Blog launched by Miller Brewing Co. It's about beer, yes, but instead of promoting Miller's products, the corporate blog focuses exclusively on every step of arch rival Anheuser-Busch.

One may wonder whether this fixation on the main competitor shows (over-)confidence or the lack thereof. In any case, it is a bold and unprecedented move towards leading and preempting conversations about the competitor in the blogosphere. And what might easily be derided as … Read more

Has crowdsourcing jumped the shark?

Crowdsourcing has entered the mainstream big-time. It has become daunting to find a brand these days that does NOT have some crowdsourcing program in place.

My Starbucks Idea is just the latest example: Starbucks asks its consumers for advice, and besides certainly receiving a lot of good ideas, the troubled coffee chain makes consumers feel part of the brand remake.

It's the same template as usual: engage your community, harness its creativity, and let it create the content for you.

It works, sure, but it's getting stale. For some reason, marketing trends take two to three years before … Read more

Microformats (I): Say it in six words

Legend has it that Hemingway was once challenged to write a story in only six words. His response? "For sale: baby shoes, never worn." Last year, SMITH Magazine re-ignited the micro-format by asking its readers for their own six-word memoirs. Thousands submitted short life stories, ranging from the bittersweet ("Three marriages. Two divorces. BA .333"), poignant ("Look Mom: I've finally written something"), and sad ("I still make coffee for two") to the inspirational ("Business school? Bah! Pop music? Hurrah") and aspirational ("Next Life Van Morrison Backup singer"). … Read more

Will tomorrow's world still need designers?

Johanna Blakley, Deputy Director at the USC Norman Lear Center, will moderate one of the most provocative panel discussions at SXSW Interactive next weekend: " Will Tomorrow's World Still Need Designers?" Panelists include Alonzo Canada (Jump Associates), David Merkoski (frog design), and Helen Walters (BusinessWeek). In a blog post, Blakley has articulated some points that challenge the raison d'etre of a whole profession and will likely spark a heated debate:

"At Davos this year, four luminaries in the world of design were asked to predict what the future of design will be. The themes that arose … Read more

Proxy marketing: It's the (other) product!

In this new age of " radical transparency," British firm Garlik has unveiled a new way to gauge popularity on the internet. The "QDOS" digital status rating system factors in how many times a person's name appears in a search, as well as a person's popularity, impact, and activity, among other criteria. Garlik's system plays on the phenomenon of "vanity searches:" googling" and comparing oneself to others. I couldn't resist the temptation: My QDOS score is Q3176 -- that's less than Nelson Mandela (Q6624) and Woody Allen (Q7764) but … Read more

The first Web 2.0 soccer club in the world

After attempts to "crowdsource" the purchase of a soccer club, it was obviously just a matter of time until the concept of crowdsourcing--the act of outsourcing a job or task to a group of people--would be applied to the actual game.

The Israeli team Hapoel Play65 Kiryat Shalom, a shared project of the online backgammon room Play65 and the Israeli social network for sports fans Web2sport, prides itself on being the first Web 2.0 soccer club in the world.

The club has begun experimenting with a wisdom-of-the-fans approach that allows the team's supporters to monitor … Read more

NowPublic jumps into the public eye--but how will it turn out?

In a quintessentially Web 2.0 case of "If it got funding, it must be worth a look," user-generated news site NowPublic hauled in $10.6 million in series A venture capital funding earlier this week, and now the blog community has pounced on it with accolades and criticism alike. NowPublic, in case you haven't checked it out yet, is a "citizen journalism" site devoted to bringing you news of the user-generated variety--all stories and accompanying photos, videos, and other multimedia are contributed by fellow NowPublic readers. Then, much like Digg, which remains the top … Read more

Satisfaction is smart, crowd-sourced support

The team from Satisfaction had a demo table at the Stirr event last night. Satisfaction reps were showing off their new system for "people-powered customer service."

I'm all over this one. Because most product support and service just stinks. On everything from washing machines to software, the experience you're going to get from a company is highly variable. You might get a dolt reading from a script. You might get the engineer who built the thing. And you might wait on hold for 45 minutes before you get anyone. That's why customers have been flocking … Read more