Oliver Fritsch´s MarketingBlog

What happens when lawyers shape a Web 2.0 Community

Ahhhh the big guys are finally waking up to the promise of free labor coming in the form of Social Networking sites.Following in the footsteps of Dells (NYSE DELL) Idea Storm (www.dellideastorm.com) and Procter and Gamble´s (NYSE PG) Capessa Community (www.capessa.com) some Toyota (NYSE TOYOF) Marketing bigwigs had the great idea to invite the American creative community to help them generate new marketing ideas for free.

The invitation was delivered via a HOW magazine email and read like this:

“Toyota wants you to be part of a network of young, creative individuals: a special project called HEYA. At HEYA.toyota.com, we have built an online room that serves as art studio, inventor’s garage and screening room. The question that sums up HEYA is “What can we do together?” Why would you want to be involved with HEYA? $2500 sponsorships and support for your projects Maybe you have a creative web site idea, want to do a graphic design art show, or have an idea to creatively raise awareness for an issue that matters to you. This could be your chance to get Toyota’s help. Get to voice your opinion directly to Toyota. Toyota wants to listen to your thoughts on their marketing and print ideas, their car design, and most of all to hear what creative young adults care about. Connect with others and collaborate on innovative new projects. Perhaps you are a graphic designer who needs a photographer, or you’re a publisher who needs people to weigh in on feature ideas, or maybe you just want to meet creative people from a wide variety of talents - city planners, web designers, artists, surfers, engineers and musicians - and pick their brains. HEYA is limited to 500 members and US residents only. For consideration for this group, please take our screener at: www.HEYA.toyota.com”

I felt almost tempted to apply for one of the limited 500 spots to work for free for this great company.Unfortunately, I never made it through the screener: With over 25 detailed questions, Terms and conditions, a privacy policy and a code of conduct spanning more than 28 pages and 8916 words it became clear to me that the lawyers are still reigning at Toyota. What´s the point of contributing my valuable insights and trying to influence this beautiful brand if it would never reach the intended audience? Hey, I could even be held liable for participating and donating my time for free:

“ Think (BOLDED) , before commenting or posting content. Be sure to thoroughly review Toyota’s Online Privacy Policy which outlines other safeguards pertaining to the protection of your interests, including Toyota and HEYA’s obligations to you. You Could (SIC!) be Held Legally Liable. When you choose to go public with your opinions, comments or content, you are legally responsible. Individuals can be held personally liable for any commentary deemed to be defamatory, obscene, or offensive. In essence, you post at your own risk. Outside parties actually can pursue legal action against you for postings.“

If you want to create a customer insight community for your company that respects the intelligence and goodwill of its volunteers talk to us first (oliverf@cendesic.com) – and leave the lawyers at home!