Crowdsource Your Success


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Discussion about how to utilize various crowdsourcing tools and resources as an affiliate marketer and merchant to improve conversions and improve revenue.

Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Marketing

Matt Mickiewicz, Co-Founder, 99designs, Flippa & SitePoint (Twitter @sitepointmatt)

Published in: Business
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  • 60% chance of success with “phone a friend” when you know a particular person is likely to have that particilar piece of knowledge
  • In 1995, Paul Johnson started using the Oscars to test the theory. That year--and on four subsequent occasions--he had his students vote on 12 Oscar categories, including editing and cinematography, on which the students were unlikely to have well-formed judgments. His results over the years have been pretty consistent and pretty remarkable. In all but one year, the consensus tally--that is, the Oscar nominees with the most student votes--has never lost to an individual student (though some students have tied the consensus). "The second surprise," wrote Paul in a little monograph he shared with me recently, "is that the consensus did remarkably well despite the low score of the average student." For instance, in 1997--a year in which 125 students voted--the average student was right on only 4.83 predictions. But the consensus got 11 out of 12 correct! Even in 2002, the one year when some students beat the consensus, the five consensus winners still beat the student average of 3.60. For whatever reason, says Paul, "the consensus appears to be a powerful force."
  • 60% chance of success with “phone a friend” when you know a particular person is likely to have that particilar piece of knowledge
  • 44 concepts for $701 in only 7 days
  • Don’t be a Douchebag Feedback is often a prime motivator. Crappy work can become great work if you respond. You became the “Coach” for the crowd.
  • Poll: Q&A for Crowdsource Your Success

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  • Crowdsource Your Success

    1. 1. Affiliate Summit East 2010<br />Crowdsource Your Success<br />Matt Mickiewicz<br />Co-Founder: 99designs, Flippa & SitePoint<br />
    2. 2. About Matt Mickiewicz<br /><ul><li> Started in 1998. It’s still one of the Top 1000 Websites as ranked by Alexa
    3. 3. Launched 99designs in 2008 which went on to become the most popular marketplace for crowdsourced graphic design
    4. 4. Created the first ever web-platform for buying and selling website via auction ( which has sold $39M in websites to date</li></li></ul><li>Predicting Who Will Win the Oscars<br /><ul><li> Since 1995 Paul Johnson has been asking his students to guess who will win the Oscar in 12 categories
    5. 5. The average student got 5 predictions right
    6. 6. The average is right 11 out of 12 times, and beats any single student (even in a class of 125!)</li></li></ul><li>Can Crowdsourcing Make You Successful?<br /><ul><li> The Many Are Smarter Than The Few, i.e. “Ask the Audience” on Who Wants To Be A Millionare has a 91% success rate
    7. 7. X-Prize, Wikipedia, Netflix $1 Million Prize</li></li></ul><li>4 Pillars of Crowdsourcing<br />Diversity of Opinion/Knowledge/Skill<br />Independence<br />Decentralized. Global is better than local<br />Aggregation. Wiki’s, Marketplaces, etc.<br />Crowdsourcing is NOT Rent-A-Coder, ScriptLance or Guru<br />Crowdsourcing is One-To-Many.<br />
    8. 8. Landing Page Optimization – FiveSecondTest<br /><ul><li> Get quick feedback on landing page designs – FREE
    9. 9. Do your calls to action stand out? Get people clicking on “hot spots”
    10. 10. Can visitors understand what the site is about?
    11. 11. Give viewers a memory test: what can they remember about the landing page?</li></li></ul><li>PPC Management – Trada<br /><ul><li> Turn over PPC Management to a group of AdWords Qualified Professionals
    12. 12. Experts work to your metrics: CTR or CPA
    13. 13. They create keywords, ad groups, and write ad copy
    14. 14. On average, you get 24 people working on your account, 110 ads & 6500+ keywords
    15. 15. Covers AdWords, Yahoo & Bing</li></li></ul><li>Crowdsourced AdWords CTR Improvement<br /><ul><li> allows you to get experts competing to write the best AdWords ad copy for you
    16. 16. Boost clickthrough rates, quality score, and lower your CPC
    17. 17. $99 per ad group with guaranteed improvement</li></li></ul><li>Product Development – Quirky<br /><ul><li> Crowdsourced product development
    18. 18. Submit new ideas for products or influence products currently in development and earn cold, hard cash</li></li></ul><li>Vitaminwater & Dell IdeaStorm & Doritos<br /><ul><li> VitaminWater developed new flavours & promoted themselves via Facebook App
    19. 19. Dell’s idea storm has resulted in the company going carbon-neutral, selling ink in retail & more
    20. 20. Doritos – #1 Superbowl ad in Youtube in 2006</li></li></ul><li>Feature Requests – UserVoice & SuggestionBox<br />
    21. 21. Group Input: Voting<br /><ul><li> You can discover what will be popular in advance
    22. 22. SxSW solicited its fans to vote on their favourite </li></ul>T-Shirt design. The winner ended up being the #1 seller <br />at the conference.<br />
    23. 23. Crowdsource Your Naming & Brand<br />iPhone App Developer paid $27.50 via Amazon MechanicalTurk for 500 responses and came out choosing iReadFast<br />
    24. 24. Crowdsource Your Naming & Brand<br />Beware: isnack 2.0<br />
    25. 25. Develop Your Website or Software<br /><ul><li> allows you to get concepts, user-interface prototypes, debugging, project specifications, algorithms and more sourced via global competition to 250,000 coders.</li></li></ul><li>Find JV Partners<br /><ul><li> is a massive crowdsourced database of contact information. Find email addresses & phone numbers of those hard to reach JV partners.</li></li></ul><li>Crowdsourced Banner Design<br /><ul><li> Ad Creative can make or break your media buys
    26. 26. Run a global competition and get hundreds of designs to choose from
    27. 27. Buy as many, or as few designs as you want</li></li></ul><li>Crowdsourced Banner Design<br />
    28. 28. Crowdsourced Landing Page Design<br /><ul><li> Many “design contest” marketplaces allow you to buy the rights to use multiple concepts
    29. 29. Announce “multiple winners” to boost designer participation
    30. 30. Fantastic way to get “out of the box” ideas from a global pool of designers, each with their own unique perspective
    31. 31. Outsource the PSD to HTML conversion to someone like </li></li></ul><li>Crowdsourced Landing Page Design<br />
    32. 32. Video For Conversion<br />E-Commerce Retailer A:<br /><ul><li>Control group without video embed: 1.04%
    33. 33. People who could watch video but did not: 1.47%
    34. 34. People who watched video: 4.06%
    35. 35. Overall Increase: +46.22%</li></ul>E-Commerce Retailer B:<br /><ul><li>Control group without video embed: 3.27%
    36. 36. People who could watch video but did not: 4.06%
    37. 37. People who watched video: 4.82%
    38. 38. Overall Increase: +27.05%</li></ul>Source:<br />
    39. 39. Crowdsourced Video<br /><ul><li> The problem is that companies like Transvideo, Splainers, Say it Visually charge $20K+ for a single video
    40. 40. That’s an expensive A/B Test!
    41. 41. allows you to crowdsource videos for as little as $3500 (save 70-90%)</li></li></ul><li>5 Principles Of Successful Crowdsourcing<br />
    42. 42. You Reap What You Sow<br />
    43. 43. Tight Deadlines Work<br />
    44. 44.
    45. 45. Keep It Simple, Stupid (K.I.S.S.)<br />
    46. 46. Don’t Be Scrooge. Offer more than the minimum.<br />
    47. 47. Summary: 5 Principles of Crowdsourcing Success<br /><ul><li> You Reap What You Sow
    48. 48. Be clear and take time in describing your call
    49. 49. Deadline.
    50. 50. Author Rick Warren had 5001 cover designs in 72 hours
    51. 51. Don’t be a Douchebag
    52. 52. Feedback is often a prime motivator.
    53. 53. Crappy work can become great work if you respond.
    54. 54. You became the “Coach” for the crowd.
    55. 55. Keep It Simple Stupid
    56. 56. Don’t use multiple marketplaces for the same project.
    57. 57. Keep your project briefs & requirements super concise.
    58. 58. Don’t be Scrooge. Feed the Greed.</li></li></ul><li>Q&A<br /><ul><li> Share your past crowdsourcing successes & failures
    59. 59. Your current outsourcing & crowdsourcing challenges
    60. 60. Other?</li></li></ul><li>Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />Poll: Q&A for Crowdsource Your Success<br />