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Social Media in a Corporate Context Manchester 2010 - Martin Bryant, The Next Web

by Felicity Stewart on Oct 22, 2010

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Me: UK Editor at The Next Web - network of tech news sites and Digital Content Editor at Marketing Manchester - I look after content on VisitManchester.com main tourism website for Greater Manchester, also blogs, Twitter, Facebook and other SM channels. Crowdsourcing: Tired buzzword but as a part of a wider SM strategy it's still relevant and really useful.
For those who don't know Crowdsourcing or need a quick refresher.... process and examples. Some bascially open invitation to pitch for work: Tivo, Unilever Some market research democratised: Mountain Dew Facebook translation: mutual benefit - IMO that's where it works best - you've got people helping out because they want to and they feel valued.
Wrong Q for audience and too high barrier: Asking people to do too much work for too little reward. "Tell us how we can improve - send us a video of your message and you could win and weekend break". Ppl don't like making videos - would have to really buy into brand to want to do it. Facebook yes, detergent, bus company "utility brands" - not so much. Don't want answer or don't act on the answers you get: When it's a publicity stunt chances are the public will see through you.
Small but powerful - weekend blog post Feeds in to everything we do - comments on site, dialogue on Twitter, Facebook, willing to admit we're wrong. Means when we ask a question there's trust and a reputation there that people know they want to engage with us.
Manchester is our brand - people live here, love it, the brand surrounds them 24/7 so we're able to draw on that to help sell the city. Not all brands have that BUT - I'm a frim believer in online karma. Wider SM policy - treat ppl with respect...

Social Media in a Corporate Context Manchester 2010 - Martin Bryant, The Next Web — Presentation Transcript

Crowdsourcing: Beyond the tired buzzword Martin Bryant @MartinSFP
The basics: Company has a problem Company broadcasts problem online Online “crowd” is asked for solutions/suggestions Crowd submits solutions Company rewards winning solvers Company owns winning suggestions Company profits
Why crowdsourcing fails
- The wrong question for the audience
- Too high a barrier to entry
- It’s a publicity stunt
First-hand success
Make crowdsourcing part of your culture
- “Good karma”
- A virtuous circle of good will
- Just another part of the conversation with your customers.

Social Media in a Corporate Context Manchester 2010 - Martin Bryant, The Next Web

by Felicity Stewart on Oct 22, 2010

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Social Media in a Corporate Context Manchester 2010 - Martin Bryant, The Next Web — Presentation Transcript