CMO has a very good article about the growth and succcess of the P&G Tremor network, a massive system designed to identify lead-users and mavens - connectors in P&G speak - and reward them with free stuff so that the brand benefits from the individuals' social networks and their peer credibility. It's a tricky balancing act which needs to treat individuals with respect and sensitivity, or risk losing their trust. To date Tremor has been focused on teens but the network knowledge is now being applied to mums. The article refers to all of this as Word of Mouth (WOM) which is a misnoma...
...as almost all good comms activioty creates WOM. Tremor is more about finely tuned social network management. P&G have also quietly sold the Tremor service to brands from other services which puts them in the agency business. All of which backs up my hunch that in today's world clients, unencumbered by media legacy systems, are leading agencies in terms of innovation.
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