Domino’s has empowered its user community to steer the direction of the brand by launching its new crowdsourcing app, ‘Think Oven’ on Facebook.
Think Oven has 2 parts,’Projects’ and ‘Idea box’
The Project area encourages comments and suggestions around a current project – at the moment its around the Domino’s uniforms. The Idea box is a place for suggestions – that might turn into future projects.
The idea mirrors the My Starbucks Idea project that has been running for some time now. Although we celebrate community collaboration like this, Crowdsourced ideas are not new.
Back in the ‘olden days’ the company suggestions box had the potential to turn up some innovation. Now everything is done online. With voting, comments and suggestions enabled in the Domino’s app the brand can get a really good idea about what its fans really want.
Using the army of Facebook fans to garner ideas is a good move for Domino’s. We are used to interacting on Facebook, we are much more likely to interact with the brand in this way.
Hopefully Domino’s will implement some of the better ideas and report on its success.. Perhaps more brands will take up the initiative and work towards getting better customer service levels, new products and a re-energised business…
Meanwhile, Domino’s… I have an idea… 
Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.
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