The digital space is growing rapidly. To keep up with the Web 2.0 world, PR needs to explore all facets of the Web to find ways to tap into consumers.

That was what Michael Dell had in mind in early 2007 when he posed a challenge for his team: launch a new tech-based solution that would unleash the power of community-driven innovation. To ride on the successful implementation of Salesforce.com's IdeaExchange in October 2006, Dell's CEO sought a partnership with Salesforce.com to take the concept even further and open it to the global community of Dell users. The solution became an online "crowdsourcing" community called Dell IdeaStorm.