FredericMartin - Blognotes 2.0

Every (online) marketer should read this

Edelman Digital Public Affairs recently posted an excellent whitepaper which details Obama´s digital campaign. Despite reading quite a lot on such subjects, I was really astonished by the precision, the intensity and the 360° consistency of Obama´s campaign as described in that paper. Tremendous traffic figures where achieved, interactivity was brought to new levels and brilliant ideas where added to the existing best practices. All this is the result of a strong vision - social media democracy - and of a large team of top guns. I feel this paper will establish as a reference for marketing experts. And surely it will influence many brands and other political organizations across the world.

Obama 2.0 09

Let´s see how far the new US president achieves implementing all his innovative ideas this year. At least, he´s brilliant and successful in leveraging technology to "crowdsource" ideas and viewpoints from hundreds of thousands US citizens via his interactive portal. This time, he´s asking what you would like to see changed and how you think it could be changed. Politics 2.0 is born.

Collective Intelligence 2.0

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[click 'view>full' to enlarge] This picture shows the ecosystem which I'm trying to develop on my new vertical blog to enhance a collective intelligence in the tv & new media business. This is also a tentative model for information workflows in an open world where every stakeholder inside and outside the company contributes and interacts thus maximizing the global knowledge in a specific field.

Getting customers to challenge your business model: Starbucks case study

  A very interesting new concept by Starbucks, the innovative US brand for coffee shops: a mixture of User Generated Content (UGC) and Digg-like concept applied to business models. After registering on My Starbucks Idea, you can propose new ideas to improve something at Starbucks. And users vote for the best ideas. Other good practices include Dell IdeaStorm. By the way, both Dell and Starbucks are using  Salesforce.com's Ideas product to gather feedback and manage the ideas from their customers community.

Special BusinessWeek Report on the Wikinomy

The co-authors of the recent best-seller Wikinomics (see my previous article here) have a serie of interesting articles at BusinessWeek. There you find the key-topics of their book in short with a free access:

- Innovation in the Age of Mass Collaboration	- Peer Innovation and Production
- Ideagora, a Marketplace for Minds	- Hack This Product, Please!
- The New Science of Sharing	- The Global Plant Floor
- Opening Up to Collaboration	- The Wiki Workplace

Must Read : Wikinomics

Every manager should read this brilliant book: Wikinomics. The management book for the 21st century. The conjunction of globalisation, the new web and the emergence of the internet generation are profoundly and quickly changing the society and business rules. We´ve entered an era where online crowds start taking control of the economy, where unexpected competitors quickly develop with the worldwide web power and where innovation is a strategic asset which cannot be entirely handled internally.  Internal & external collaboration and business reinvention are the key-words to survive in that new world. Don Tapscott is a leading authority in business strategy and information technology. In this book, he doesn´t only describe the brave new world; he also details lots of examples and ways how companies can leverage the new context to keep developing their value: ideagoras, innovation sharing, crowd sourcing etc. Don Tapscott also has an interesting blog and wiki as an extension to his book.

Spigit: the startups and investors marketplace

Spigit is a community platform where startups can present their concept. Users can buy virtual shares of the startups showing their interest for the concept. The highest the interest the highest is the ranking. The concept is interesting to test concepts through the wisdom of crowds.

Crowdsourcing: milk the masses for inspiration

In previous posts, I mentioned some online services where brands invite online people to generate creative ideas for their communication. This is an interesting example of crowdsourcing. The idea behind crowsourcing is to utilise the power of online masses. Business Week had interesting articles on crowdsourcing here and here. I found another interesting example of crowdsourcing which is called CrowdSpirit: in that community, people propose ideas of electronic products for the industry to develop. I read somewhere else that some pharmaceutical companies let online students develop new molecules in record times. If you have some details on that or other interesting examples of crowdsourcing, please feel free to add your comments here.

Do you have good advert ideas for those brands?

 
I posted on the French advertising platform Blogbang few days ago. BootB is another crowdsource service which connects brands to the online creative talents. Brands put a brief and allocate a budget. Creatives propose some ideas in the hope of getting a nice reward which can amount 5 digits USD. Current briefs come from  famous brands like Auchan, Ferrero, Lego and Peugeot for big projects which are disclosed here to the whole world.