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Has social media irreversibly changed the product development process? The social Web helps express the collective voice of countless consumers with opinions and ideas about products and services, and increasingly, smart organizations are increasingly referencing this new source of information learn from the crowd how they might improve their offerings.

Gathering the most valid input and putting it to work, however, can be a daunting task. Some new platforms and apps are designed to help capture, filter, and apply the knowledge and experience of the crowd to speed the development process while pleasing the customer community. Wil Merritt, CEO of Zooppa, will join us to share how brands have used his crowdsourcing platform to achieve objectives in content marketing. We'll ask him and his peers:

    • How do you know you’re sourcing the right crowd?
    • Does crowdsourcing for content differ greatly from crowdsourcing for technical products?
    • What are the differences between knowledge gained through surveys and that gained through listening on the Web?
    • What are the internal processes that make crowdsourcing effective in the enterprise?

About the Panel:


Wil Merritt
Wil Merritt is an advertising innovator with an exceptional record of achievement in technology and marketing. Before Zooppa, Wil served four years as a SVP for Bill Gates’ private company Corbis and eighteen years in posts around the globe at Time Warner, including President/Publisher of Time & Fortune Europe.

Meredith Gould
Meredith Gould, Ph.D. (@meredithgould) is a sociologist and digital strategist with 25+ years of experience as a working writer and marketing communications consultant to mission-based organizations. She's the author of eight books, with another on the way. A member of the Mayo Clinic Center for Social Media’s External Advisory Board, Meredith served on the team that developed MCCSM’s Social Media Residency, and edited, Bringing the Social Media Revolution to Health Care. She's also the founder of and lead moderator for the weekly church social media (#chsocm) chat on Twitter. For more information:
Carl Esposti
Carl Esposti is the CEO of massolution, a research, advisory and implementation firm that specializes in helping large organizations explore, design and implement crowdsourcing and crowdfunding business models. He is also the Founder of the industry website, the leading international website on crowdsourcing and crowdfunding. Carl has been at the leading edge of crowdsourcing for four years participating in its development and adoption, internationally. Carl has spent his career working in the large enterprise space focused on the design and implementation of disruptive models for sourcing core and contextual business processes. Carl’s teams at massolution work with large companies and across industry supporting the development of insights and data that will drive the adoption of crowdsourcing and crowdfunding business models and the establishment of best practices and standards.
Maggie Fox, Moderator, Social Media Group

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected  independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.