Rohit Bhargava writes an interesting and indepth analysis of the mistakes made by Blackberry when they tried a campaign to get users to share their stories. The first point is such a big issue:

Mistake #1 – Not offering a payoff or incentive for users. Mistake #2 – Forgetting about photos and video. Mistake #3 – Only promoting campaign through advertising. Mistake #4 – Avoiding publishing contributions real time.

Influential Interactive Marketing: Learning from Blackberry's Social Media Marketing Mistakes

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