Think like a hacker. Internet culture loves to remix and customize. Think of ways to open up your creative and communications to allow participation and feedback beyond standard commenting. Think: meme generators, user-generated video edits/subtitles, canv.as, or a reddit thread.
Don’t fear the pirates. Counterfeiting and piracy are nothing new, but successful businesses recognize that people who find value in your offering will contribute to keep you in business. Embrace change rather than litigating against it. Artists such as Radiohead, Nine Inch Nails and (more recently) Louis C.K., for example, have proven that great content can generate revenue via newer, direct-distribution models.
via Will You Embrace the Lessons of the Hackers and Pirates? | CMO Strategy – Advertising Age.
