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Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.
Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.
Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.
Social networks. Blogs. Web 2.0. Word of mouth. Influencers. Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.
That approach is what we call collaboration. You want some help navigating? Good. That’s what we do.
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Announced at TED last week, kluster is the latest start up attempting to channel the collective wisdom of the web into commercial value. Modeled after incentive-based innovation labs like InnoCentive and Cambrian House, kluster assumes that people will want to be incentivized for their participation in product development and business ideas.
For Ben Kaufman, 21, kluster’s founder, the idea to develop an online collaborative community grew out of his own experience conducting a contest for his iPod accessories company, Mophie, which he subsequently sold. Rather than judge final submissions, Kaufman used the website to refine designs and vote on the winner. The result: Bevy, a key chain and bottle opener built into an iPod Shuffle case.
From our perspective, the greatest challenge with kluster may be the method for choosing the best idea. Rather than relying on the most popular, Kluster uses algorithms to make decisions, “as each user’s successes, failures, reputation, areas of expertise, and overall history are considered,” according to the company’s website. Will Kluster make the innerworkings of this algorithm transparent to participants, particularly when cash compensation is the prize? We look forward to joining Kluster and learning more about this crowdsourcing experiment.
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Davos meet opens with call for collaborative innovation: The World Economic Forum annual meeting 2008 opened on January 23 with calls from the co-chairs to exercise “The Power of Collaborative Innovation” to meet the top challenges of economic instability, climate change and equitable growth. “This is a moment of greater insecurity and challenge in the world today, but it makes a meeting like this all the more important. The theme of the Annual Meeting, What are Davos leaders looking to solve through collaborative innovation? James Dimon, Chairman and Chief Executive Officer, JPMorgan Chase & Co., USA; and Co-Chair of the Meeting, asserted that making progress to resolve the Middle East conflict and world peace are at the top of his agenda. “The second would be energy and the environment. The third is education and the fourth is a global system which promotes growth in a fair way,” he said. “Collaborative innovation will, I hope, help lift us above the level of simply defending selfish interests rooted in outdated perceptions, systems and tools,” argued Klaus Schwab, Executive Chairman of the World Economic Forum. “For the business world, the power of collaborative innovation should be incorporated into a management philosophy of Corporate Global Citizenship. This means engagement at the macro level on global issues. As much as nature abhors a vacuum, business cannot stand uncertainty - unaddressed global challenges make for a volatile global marketplace.”
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For those of you who missed the awesomely epic and somewhat sexually ambiguous karaoke throwdown with Of Montreal (not to mention the ever-so-hot Paul Rudd cameo), have no fear... Indie Rock Karaoke is back! We've tweaked it a bit for more efficient ridiculousness but with the same level of incredible talent. Please make way for the three-chord punk superstars, The Thermals! Drink your throat-coat tea and huddle next to that humidifier, cause those lungs better be ready to belt and shout! www.newyorkmag.com/nyxny
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Will a creativity renaissance set the agenda for a pop culture revolution and fuel business innovation? RenGen is Patricia Martin’s new book, which looks at the rise of the cultural consumer. A trend marketer can’t publish a book without a few clever alliterations. “It’s about fusion, not fission,” says Martin. Translation: segmenting people into subgroups does not work for the cultural consumer, who seek out different genres of music, people, content and ideas. In other words, fusion. Martin takes a more provocative stance with the idea, “the virtue of the flawed.” With a rediscovered appreciation for nature, Martin predicts a rejection of a perfectionist aesthetic. “Say goodbye to the perfectionist tyranny of Martha Steward and hello to products that may be ugly and messy but natural.” While Martin’s phraseology may be overly clever, we do agree with the sentiment that a smart marketing strategy views consumers as thinking, expressive human beings who are game for collaboration.
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Why are so many crochet-hook-wielding, papermaking, silversmithing handicrafters online? Rob Walker’s Handmade 2.0 piece in the NY Times (login required) explores the history of the indie craft movement, as enabled by technology. Craft as a movement is driven by a rediscovery of the joy of making things, a connection to the lost arts, and a reshaping of identity, culture, and modernity. At the same time, it is a “digital age version of artisanal culture” enabled by sites such as Etsy, a company that hosts an online shopping bazaar for handmade items. This juxtaposition between craft and technology is brought to life by Craft Magazine, which gives lessons on how to “Stitch a Robot” or “Felt an iPod Cocoon.”
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