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Sunday, 12 July 2009



Interesting post, 'Here Comes Everybody' is on my ever-growing list of books to read.

Like you say, there is definitely a need to take into account the imbalance between how involved different types of people will be.

I think it is being considered more and more in social media campaigns where they get bloggers or vloggers to take part in some kind of experience that usually involves the brands product in some way (Ford Fiesta Movement is quite a good example http://www.fiestamovement.com/ ). The subscribers/readers of these people taking part also come along for the ride; so the companies are targeting the few super-involved knowing they will also reach a wider more passive audience as a result.

Though in examples like this are the mode being ignored? There's either a high level of participation required or you're just an observer. Maybe there should be smaller ways people can take part so however deeply you want to get involved there is something for you. For example in the Ford Fiesta Movement they could have got people to suggest missions for the 'agents' to do rather than Ford just setting the missions themselves, which seems to be the case. I think little things like that could help encourage more people to take part.

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  • from scarcity to abundance; more stuff in more places; and rapidly evolving media business and consumption patterns. how much fun is this?

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