Not revolutionary if you ask me. And I’m not sure either.

We would like to show how the large trend setting brands (the ones you mentioned) and other giant brands do it.

Let’s see if this approach works.

In the old days, when I was a brand manager at a consumer brands, we chose to have a digital idea box like Starbucks. We said thank you for your ideas and feedback and next improved the brand with the feedback. We did not offer incentives or cash.

I hope this is a clear answer?

Cheers

Igor

Not really sure ‘cash for comment’ is revolutionary or necessarily converting consumers to brand advocates.

Do nike, apple, red bull, burger king pay consumers to gain insights?

In general I agree with you guys, just didn’t want to glue general on this Unilever approach

I think there is a gap between bribing and rewarding, and maybe sometimes it’s closer.

Well I don’t know how you look, but some do bring a Ferrari to “just” get that first date

Cheers

I don’t believ Unilever is bribibng, but Daan has a good point in genera.Many brands intend to bribe their audience, by offering huge incentives.

Brands have to realize that building relationships with their audience within social is pretty much the same as building relationships in real life.

You don’t bring a Ferrari as a gift on a first date, perhaps some flowers…at least I do

Think they are not paying for interaction, but rewarding consumers for good ideas. It seems like a fair trade?

I think there’s a big difference between bribes and incentives/rewards/points/cash

Don’t forget: Dell and Starbucks were basically forced into their programs: Dell was not doing very well in APAC and Starbucks needed to gather consumer complaints.

They both acted very smart, but needed to refresh their brands fast..

Cheers

Yes, it’s great they realise the potential of social media and are looking to get more involvement from their customers. But bribing them hardly seems the ’social ‘way to me.

When you pay people for this the incentive is the money, not to help out or improve products. And feeling the need to pay people to interact with you shows a serious lack of confidence in their ability to engage their consumers.

Dell don’t pay people to provide feedback. And neither do Google and Starbucks….