Why Marketers Should Invest in Crowdsourced Research

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Why Marketers Should Invest in Crowdsourced Research

  1. 1. THE WISDOM OF THE CROWD: CROWDSOURCING FOR INSIGHTS by Chris Pitre & Robin Pate
  2. 2. CHRIS PITRESocial Marketing StrategistIdea ROBIN PATE VP, Audience Engagement HGTV
  3. 3. LIKE MOST BRANDS, HGTV HAS A FEW CONUNDRUMS THATNEED SOLVING…
  4. 4. Social Shopping Digital Web Solutions Home ChallengesCelebrity Content Local Expertise Recommendations
  5. 5. WHAT EXACTLY IS CROWDSOURCING?
  6. 6. http://www.youtube.com/watch?v=F0-UtNg3ots
  7. 7. 4 TYPES OF CROWDSOURCING CROWDCREATION CROWDFUNDING CROWDVOTINGCROWDWISDOM
  8. 8. #crowdcreation +
  9. 9. http://www.youtube.com/watch?v=9q7R9qFcrbI
  10. 10. BUT WAITTHERE’S MORE…
  11. 11. http://www.youtube.com/watch?v=O5ulDV1_wjU&feature=related
  12. 12. SO HOW CAN DIRECT MARKETERSLEVERAGE CROWDSFOR INSIGHTS?
  13. 13. CROWDVOTING + CROWDWISDOM
  14. 14. = CROWDSOURCED RESEARCH
  15. 15. RESEARCH CONTINUUM[Crowdsourced Research
  16. 16. CROWDSOURCED RESEARCH A lean research methodology consisting of real-time, digital collection of crowd preferences, opinions, and decisions
  17. 17. CROWDSOURCED RESEARCHQuick validation and insight on:  Product ideas  Strategy  Design  Messaging
  18. 18. CROWDSOURCED RESEARCHBenefits to Direct Marketers:  Real-time  Cost-effective  Low barrier to entry  Complementary to traditional research  Content/idea generation  Innovation
  19. 19. SO HOW DO DIRECT MARKETERS GET STARTED IN THIS?
  20. 20. GOAL SETTING Begin with the Know the Know and respect end in mind. business goals. goals of the crowd.
  21. 21. METHODOLOGY PLAN RECRUIT DESIGN EXECUTE Decide HOW Decide WHO Decide WHY Think like a to reach out. you want to you want to consumer reach. reach them. (not a researcher).
  22. 22. TOOLS/PLATFORMSFREE PAID •  Historical data & Analytics •  Reporting capabilities •  Privacy •  API/Systems integration •  Targeting •  Versioning & Devices •  Platform reliability •  Cost model changes FACEBOOK CROWDTAP Custom Tab, Poll, Discussion TOLUNA MY SURVEY TWITTER Hashtag conversation LISTENING PLATFORMS Radian6, BuzzMetrics, Crimson YOUTUBE Hexagon Discussion via video
  23. 23. ANALYSIS Tie back to Report on Take action.ultimate goal(s). participation AND responses.
  24. 24. SO HOW DO WEKNOW THAT CROWDSOURCED RESEARCH WORKS?
  25. 25. CASE STUDIES
  26. 26. DESIGNER’S PORTFOLIO Engaging professionals + Creating advocates
  27. 27. RATE MY SPACEBest source of UGCTrends in styles and geographic differences
  28. 28. DESIGN STAR 5Helped determine celebrity guest judges and designchallengesGained over 1,000 Twitter handles for future use withkey brand initiatives.
  29. 29. DESIGN STAR 5Earned confidence from fans that our brand truly didlisten to our fans:“Im happy that they seem to have gone with so many of ourrecommendations. I find it amazing that they actually attempted toLISTEN to us! I feel like I had the ability to influence this show for thebetter. All that cranking and carping actually improved things!”
  30. 30. AND THERESULTS ARE IN…
  31. 31. CHRIS PITREChris.Pitre@Idea.com@chrispitre ROBIN PATE @hgtweetv

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