TECHCRUNCH — Two weeks ago on TechCrunch I posted "The Facebook Imperative," which posed a simple question, "Why isn’t all enterprise software like Facebook?" It was the next iteration of the question I asked in 1999 that spawned salesforce.com, "Why isn’t all enterprise software like Amazon.com." If you have read my book, Behind The Cloud, you are well aware how that one question launched a company, and a movement. Its been an exciting decade. But the real excitement is just starting. Frankly, I’ve been amazed by the huge amount of responses, tweets, and comments (aka "the ruckus across the blogoshere," as Joe McKendrick calls it). It only strengthens my conviction that we are about to see the greatest revolution in enterprise software, ever. Well, really, the most exciting revolution in computing, ever...

MYCUSTOMER.COM — Still looking for ways to get value from social channels? Then take note! Unilever has successfully used a social media campaign to help market test and launch a new product in the shape of Marmite XO. Marmite XO is an 'extra mature, extra strong' version of the manufacturer’s yeast spread, which is known for its 'Love it or Hate it' brand positioning and is set to go on sale to the general public imminently...

FORRESTER RESEARCH — I thought I would share a recent MROC case study from an event I highlighted in one of my previous entries. These are the main points of a presentation from Rich Keller, the global business director of Godiva. The real kicker in this story is that Godiva doesn’t even have a research department. The research fell to marketing, and one very passionate leader in Rich. He made concerted efforts to socialize his findings and his vision at every step of the way in order to convince top executives that long-held traditions about what the Godiva product is and isn't just weren't working anymore. Late last year, the company launched a brand new product extension in an effort to get people eating it every day, instead of just on special occasions. And the impetus for the launch was based off of conversations within its MROC of 600 women...

NEW MEDIA AGE — Unilever is planning to create bespoke social networks across its brands to involve consumers in its product development process. The FMCG giant, which spent £148m in 2009 on advertising for brands including Lynx, Magnum and Pot Noodle, is to integrate social media into product development and insight following a trial with men’s fragrance Lynx Twist in the UK and the US. Unilever’s move highlights a trend among advertisers to create invite-only online communities to gain greater understanding of consumer opinions...

FAST COMPANY — When Houlihan's launched its "small plates" menu in September 2009, what was supposed to be a hip selling point -- tapas-style American classics at recession-friendly prices -- turned out relatively tasteless. Customers complained that the white-bean hummus and pita was "thick and spongy," the flatbread pizza unpalatably "chewy." Some were even left hungry because seemingly "inattentive" and "distracted" servers thought all of the appetizers were supposed to be delivered together in one batch like a traditional three-course meal, instead of trickling out of the kitchen as they were ordered. But these reviews weren't your typical Internet-fueled vitriol. Houlihan's had courted it...