Online Collaboration for Good (Skin)

Wednesday, September 20. 2006

I'm always looking for examples of groups using online collaboration for social good, to reach key audiences with compelling content about important policy issues. And so it's fun to see that cosmetics giant Estee Lauder will be putting up a site about its "Advanced Night Repair" line of treatments with space for people to post their own testimonials about the products. The Wall Street Journal (subscription) reports that the testimonials posted by women (not men!?) will be "an important feature for a business where word-of-mouth buzz has always been part of the marketing mix."

The site is obviously not for an important social issue (some may disagree...) but it will be an interesting example of the value of user-generated content to attract audience attention, to build loyalty and connections, and to drive people to action (er, the store.)

Related - a more serious example of user generated testimonials/stories is the March of Dimes "Share Your Stories" site. The site has been providing for some time blogs (available for anyone to sign up and start) and discussion forums as an "...online community for parents of babies born prematurely or who have spent time in a neonatal intensive care unit (NICU)".

wallstreetjournal
estee lauder
march of dimes
collabforsocialgood

Posted by Chris Wolz in Strategy, Collaboration at 08:30 | Comments (0) | Trackbacks (0)

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Influence covers innovations in communication, Internet technology and strategy to generate influence on important public policy issues. Chris Wolz manages this blog with the help of his colleagues at Forum One Communications, a web strategy/technology firm in the Washington DC area.