Crowd Sourcing          The Future ofMarketing Campaign Development    Gillian Muessig, President & Co-founder, SEOmoz    ...
FOCUS GROUP
FACEBOOK GROUP
LINKS: HOW WE GET AROUND
LINKS: VOTES OF POPULARITY
LINKS: A REALLY BAD SIGNAL
LINKS: A REALLY BAD SIGNAL
SOCIAL SIGNALS
Users:   50mm   750mm       200mm   120mm      10mmUsers:   14mm    Millions       14mm        6.5mm                      ...
SOCIAL SIGNALS
GOOGLE PIVOTS
IMMEDIACY
SENTIMENT
FOCUS GROUPS ARE BOGUS
FOCUS GROUPS ARE UNCOMFORTABLE
YOU’RE NOT PARANOID
IT’S THE BEST WE HAD
CROWD SOURCE FUNDING
CROWD SOURCE FUNDING
CROWD SOURCE FUNDING
CROWD SOURCE DONATIONS
CROWD SOURCE DONATIONS
CROWD SOURCE INVENTIONS
CROWD SOURCE SIMPLE TASKS
CROWD SOURCE SIMPLE TASKS
Involvement Marketing       CROWD SOURCE MARKETING
Users:   50mm   750mm       200mm   120mm      10mmUsers:   14mm    Millions       14mm        6.5mm                 HELLO...
ASK ME ANYTHING
What color do you feel like this morning?                                       TEXT
What color do you feel like this morning?                        A SIMPLE QUESTION
More than 1000 responses      within 1 hour          MARKETERS SOULS SING!
POETRY
WHAT CAN YOU DO WITH IT?
HEADS UP, CORPORATE BUYERS!
INDUSTRIAL DECISIONS
ASK US; WE’LL TELL YOU
GET SOME PERSPECTIVE
MASS MARKETED PRODUCTS
INDUSTRIES IN NEED OF PIVOTING
OPM
SOME PEOPLE DON’T ASK
THOUGHT LEADERS
Apple          Industrial, soft goods, hospitality  Industrial, soft goods, hospitalityTHOUGHT LEADERS DON’T ASK DIRECTIONS
FINAL THOUGHTS
Q+A Use the code: WebIT2011 45 days to play w/Mozzers• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz....
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2011 10 webIT Keynote: Crowdsourcing

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  • From focus groups
  • Facebook groups, things are changing
  • Remember links? They’re how the web is put together. Links are how bots travel from page to page, discover new ones.
  • They were also the only way search engines decided which pages were ‘popular’ and worthy of the best placements on the SERPs
  • But links are a really bad signal. Unless you’re name is Rand Fishkin, your Mama does not link. In 2001, even fewer people knew how to link.
  • Only a select few knew how to do that, so it was easy to ‘game’ popularity.
  • When Michael Jackson died,
  • …twitter carried the news around the world within seconds. It took Google 22 minutes to get the information to rank at the top of the SERPs for queries on the term, ‘Michael Jackson’. Radio broadcast it within the hour. TV reported it on the evening news. And newspapers carried stories in the morning press.
  • It was clear who ruled the news that day.
  • You know what was really amazing about that event? Within 72 hours, the behemoth corporation, Google showed amazing agility and pivoted ‘on a dime’, as it were. They incorporated social signals into the algorithm and began to track
  • Immediacy and
  • An sentiment in a big way. They never turned back
  • Similarly, focus groups are a really bad signal. How many of you have ever participated in a focus group as an attendee or run one as a marketer?
  • They’re weird, right? From a marketer’s standpoint, they are WAY too small. Unless your customer base is about 100 people, a focus group of 10 is just a joke. We’re playing games with ourselves when we convince ourselves that this is a reliable sampling of… anythingFocus groups are uncomfortable. If you’ve ever experienced being in one, you know that you don’t really give your full, dispassionate opinion on the matter. You’re being watched. You’re being paid. You’re feeling awkward in the presence of the other members… and even more self conscious about being watched through a one way mirror.
  • You’re not really paranoid in this case. You ARE being watched! The only other place that happens is at the police interrogation room or the insane asylum. No wonder these are bad signals.
  • But hey, it was the best we had.
  • Crowd Sourcing can do more than tell you what color to paint your cars next year. It can fund a startup company – 33Needs connects investors to small-scale entrepreneurs around the world. The investor receives 3% and 33needs receives 5% of the funding target for a project.  
  • Startup funding crowd sourced by KickStarter
  • With Spot.us, investors say what interests them and get email alerts when an appropriate proposal is submitted.
  • At CrowdRise, you can create your OWN fundraising project.
  •  DonorsChoose allows teachers to solicit funding for specific needs in classrooms and schools. 
  • Dynamic Labs leverages parents of children with disabilities, caregivers, and medical experts to design and develop products to help children with disabilities. The non profit crowd sources the ideas. Ideas deemed worthy are created and if they sell successfully, the company is spun off as a separate company. All the profits of these successful companies go back into the non profit to keep the cycle going.
  • With MobileWorks and the much better known, MechanicalTurk, you can crowdsource and outsource at the same time.
  • Mechanical Turk is a job site, but you can get 1000 people to give you an opinion of a UI or product as easily as you can get a dozen to input data for your email campaigns.
  • …and increasingly, marketers are turning to crowd sourcing to optimize the design, deployment, and ROI of their campaigns. Crowd Source Marketing is INVOLVEMENT MARKETING. You are involving your customers in your own marketing processes. You are giving them a voice in what you’ll build and sell to them. They help not only create, but market the product(s) for you as well.
  • Until Facebook and similar social media platforms came along.
  • Now we can query hundreds and thousands of people about what they’d like from us and get changing answers in real time.
  • Carefully, now” Note the choice of words… Not: what color do you like? Not: what color shirts do you want to buy? What COLOR do you FEEL like? Not: today, but THIS MORNING.
  • When I saw this demonstration live, the presenter entered the question and refreshed the screen as dozens of answers came in within the first 7 seconds. Then he refreshed the screen periodically over the next 40 minutes of his presentation. But no one was listening to his presentation… they only wanted to see the increasing number of responses, moaning and gasping at the numbers as they rose into the hundreds and topped 1000.
  • And the answers! Oh, the answers! Some were one-word only… blue. Green. Red. But many were poetic, florid, beautiful! ….lavender like the soft dawn before the sun rises over the horizon outside my window…. Baby blue, to match the eyes of my infant, sleeping in my lap as the dappled sun splashes warmth over us.
  • Immediate gratification: if you said, “pink”, you’re in luck. All pink shirts and tops are 20% off on the Lane Bryant website. Don’t forget to use the code ‘pink’ when you check out.
  • Mine the data – the Lane Bryant buyer will be placing orders for lavender bras and panties for next season!
  • This kind of crowd sourcing is applicable to all kinds of industries. Vehicle manufacturers can determine what color cars will sell best, what features customers are missing in this year’s model that they can add to next year’s model. And what features no one cares about.
  • Go ahead. Ask them anything. They’ll tell you what they want and even how much they are willing to pay for it.
  • Now those of you who still have enough caffeine left over from the last break are thinking, “That’s all very interesting, Gillian. But customers don’t really know what they want. They want whatever new, shiny thing you put in front of them at an affordable price.
  • And you’d be right. In many cases, people follow whatever trend is ‘out there’, because they follow the thought leaders, the fashion trend setters, and they’ll buy whatever you tell them is fashionable this year.
  • Many industries don’t dream of crowd sourcing ideas around their product line. And it’s exactly these industries I’d urge to get involved as fast as humanly possible.
  • The actor Danny DeVito played the role of a merger and acquisition trader in a film made at the end of the 20th century. He gave a wonderful speech that included a story about buggy whip manufacturers. He said, “I bet that the last buggy whip manufacturer on the planet was the best buggy whip manufacturer. But you wouldn’t have wanted to be an investor in that company. That entire industry was going to die no matter what you wished for.”
  • I think there’s a huge role for crowd sourcing ideas around details, features, and specifications of your existing product lines. You can improve your chances of having things fly off your shelves while your competition takes a shot in the dark, spends huge amounts promoting the hell out of whatever they made, and hopes for the best.But some people don’t ask.
  • When Steve Jobs died a couple of weeks ago, we took a moment to take stock of an amazing life, burned out early, as geniuses often do. Jobs really was a luminary in the field of inventors. He stands up there with the likes of Thomas Edison, R Buckminster Fuller, and Galileo. He saw a vision of the future that no one else could see. He didn’t ask his customer what they wanted. They couldn’t tell him, because they did not know what was possible.
  • When Steve Jobs died a couple of weeks ago, we took a moment to take stock of an amazing life, burned out early, as geniuses often do. Jobs really was a luminary in the field of inventors. He stands up there with the likes of Thomas Edison, R Buckminster Fuller, and Galileo. He saw a vision of the future that no one else could see. He didn’t ask his customer what they wanted. They couldn’t tell him, because they could not imagine what he already knew was possible.
  • There is a place for crowd sourcing. Ask your community of customers and engaged fans how they want to engage with you. Don’t necessarily ask what they want in the way of products. They may not know what they want until you show it to them. The, you can ask what color they’d like to see it in.
  • 2011 10 webIT Keynote: Crowdsourcing

    1. 1. Crowd Sourcing The Future ofMarketing Campaign Development Gillian Muessig, President & Co-founder, SEOmoz October, 2011
    2. 2. FOCUS GROUP
    3. 3. FACEBOOK GROUP
    4. 4. LINKS: HOW WE GET AROUND
    5. 5. LINKS: VOTES OF POPULARITY
    6. 6. LINKS: A REALLY BAD SIGNAL
    7. 7. LINKS: A REALLY BAD SIGNAL
    8. 8. SOCIAL SIGNALS
    9. 9. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm SOCIAL SIGNALS
    10. 10. SOCIAL SIGNALS
    11. 11. GOOGLE PIVOTS
    12. 12. IMMEDIACY
    13. 13. SENTIMENT
    14. 14. FOCUS GROUPS ARE BOGUS
    15. 15. FOCUS GROUPS ARE UNCOMFORTABLE
    16. 16. YOU’RE NOT PARANOID
    17. 17. IT’S THE BEST WE HAD
    18. 18. CROWD SOURCE FUNDING
    19. 19. CROWD SOURCE FUNDING
    20. 20. CROWD SOURCE FUNDING
    21. 21. CROWD SOURCE DONATIONS
    22. 22. CROWD SOURCE DONATIONS
    23. 23. CROWD SOURCE INVENTIONS
    24. 24. CROWD SOURCE SIMPLE TASKS
    25. 25. CROWD SOURCE SIMPLE TASKS
    26. 26. Involvement Marketing CROWD SOURCE MARKETING
    27. 27. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm HELLO, FACEBOOK & FRIENDS!
    28. 28. ASK ME ANYTHING
    29. 29. What color do you feel like this morning? TEXT
    30. 30. What color do you feel like this morning? A SIMPLE QUESTION
    31. 31. More than 1000 responses within 1 hour MARKETERS SOULS SING!
    32. 32. POETRY
    33. 33. WHAT CAN YOU DO WITH IT?
    34. 34. HEADS UP, CORPORATE BUYERS!
    35. 35. INDUSTRIAL DECISIONS
    36. 36. ASK US; WE’LL TELL YOU
    37. 37. GET SOME PERSPECTIVE
    38. 38. MASS MARKETED PRODUCTS
    39. 39. INDUSTRIES IN NEED OF PIVOTING
    40. 40. OPM
    41. 41. SOME PEOPLE DON’T ASK
    42. 42. THOUGHT LEADERS
    43. 43. Apple Industrial, soft goods, hospitality Industrial, soft goods, hospitalityTHOUGHT LEADERS DON’T ASK DIRECTIONS
    44. 44. FINAL THOUGHTS
    45. 45. Q+A Use the code: WebIT2011 45 days to play w/Mozzers• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org
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