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&apos;s still relevant and really useful.
For those who don&apos;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&apos;s where it works best - you&apos;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. &quot;Tell us how we can improve - send us a video of your message and you could win and weekend break&quot;. Ppl don&apos;t like making videos - would have to really buy into brand to want to do it. Facebook yes, detergent, bus company &quot;utility brands&quot; - not so much. Don&apos;t want answer or don&apos;t act on the answers you get: When it&apos;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&apos;re wrong. Means when we ask a question there&apos;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&apos;re able to draw on that to help sell the city. Not all brands have that BUT - I&apos;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
Beyond the tired buzzword
Company has a problem
Company broadcasts problem
Online “crowd” is asked for
Crowd submits solutions
Company rewards winning
Company owns winning
Why crowdsourcing fails
• The wrong question for the audience
• Too high a barrier to entry
• It’s a publicity stunt