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Lessons From Online Consultation In Australia
Organizations Worldwide Can Learn From Recent Experiments
November 6, 2009 , 20 pages
by Steven Noble
Online consultation can range from the government's hosting an online discussion about policy issues to its co-authoring policy documents with its citizens. It's still a minority practice, but Australia has completed more than 100 online consultations — providing valuable lessons for governments worldwide. In particular, government should understand how its citizens use social media and/or express policy opinions. Using Forrester's POST method, governments can develop clear, realistic goals for consultations to successfully engage their citizens in productive debate. Government should only select tools when the online consultation strategy is clear. Internal leaders should take small steps toward online consultation when necessary — and big steps when the opportunity presents.

Online Retailers' Adoption Of Online Video Content Is Ahead Of Consumers' Preferences
November 5, 2009 , 8 pages
by Patti Freeman Evans
Sixty-eight percent of the top 50 Internet retailers use video content on their Web sites, compared with 18% in 2008. Online retailers are committed to making product videos central to their merchandising and marketing strategies because of the positive return on investment (ROI) that this visual feature generates. While only 16% of online buyers watch product videos on retailer Web sites, 64% of those consumers who do have found these videos to be very useful. Retailers should focus on understanding drivers of consumer usage and find appropriate contextual uses for product videos by integrating them into the overall eCommerce experience.

Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences
November 4, 2009 , 5 pages
by Nate Elliott
To create excitement around the start of the 2009 Stanley Cup Playoffs, the National Hockey League (NHL) worked with fans to organize a series of tweet-ups that took place simultaneously around the world — energizing more than 1,000 fans directly and reaching hundreds of thousands through Twitter and millions more through press coverage. Now the league has a dedicated social media department and is planning more tweet-ups for the 2009 to 2010 season. To run a successful tweet-up, give yourself enough lead time, find partners to help supply and promote the events, and don't forget to invite the media.

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