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
Crow...
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 convers...
Make crowdsourcing part of your
culture
• “Good karma”
• A virtuous circle of good will
• Just another part of the convers...
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Social Media in a Corporate Context Manchester 2010 - Martin Bryant, The Next Web

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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

    1. 1. Crowdsourcing: Beyond the tired buzzword Martin Bryant @MartinSFP
    2. 2. 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
    3. 3. Why crowdsourcing fails • The wrong question for the audience • Too high a barrier to entry • It’s a publicity stunt
    4. 4. First-hand success
    5. 5. Make crowdsourcing part of your culture • “Good karma” • A virtuous circle of good will • Just another part of the conversation with your customers.
    6. 6. Make crowdsourcing part of your culture • “Good karma” • A virtuous circle of good will • Just another part of the conversation with your customers.

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