Crowdsourcing for Marketing Workshop - New York


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Slides for Crowdsourcing for Marketing Workshop run by Ross Dawson in New York on October 25, 2012 for Crowdsourcing Week

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Crowdsourcing for Marketing Workshop - New York

  1. 1. Crowdsourcing for Marketing Workshop New York, October 25, 2012
  2. 2. Agenda• Context• Trends• Applications• Key issues• Platforms• Capabilities
  3. 3. Context
  4. 4. Trends
  5. 5. CompetitionFlickr credit: country_boy_shane
  6. 6. Efficiency
  7. 7. Creativity
  8. 8. Engagement
  9. 9. Key issues
  10. 10. Crowd participation structuresCompetition Single round • Single prize • Runner-up prizes • Multiple equal prizes • Purchase any number for agreed fee Multiple round • Invite-only participation fee for first round • Participation fee for subsequent roundContent market Purchase • Catalogue • Respond to requestParticipation fee Ideas and discussionValue-based Contribution- based Peer awards
  11. 11. Platforms vs Own crowdIssue Use platforms Own crowdBreadth Broad, deep pool of contributors. Usually limited size.Relevance May not have right contributors. Highly relevant contributors.Time Available immediately. Significant time to develop.Process Can offer sophisticated filtering. Platforms may be less flexible.Investment Low establishment costs Large investment required.Advantage Differentiation through skilled Can offer competitive advantage. use.
  12. 12. Open vs Closed crowdsIssue Open ClosedTalent Amateur or aspiring. Top talent.Innovation Broader and unexpected ideas. Within defined scope.Cost Usually lower. Usually higher.Relationship Diffuse relationship. Stronger relationship.Process Stand alone activity. Integration into client process.IP exposure Disclosure needed. Protection possible.
  13. 13. Types of crowds for marketing Crowd type Key characteristics Professional Closed community Experienced Significant rewards Aspiring Talented professional Less experienced Profile is highest reward Amateur Invite-only or open Aimed at diversity Often rewarded Customer Know the brand Usually enthusiasts Preferably diverse
  14. 14. Applications
  15. 15. Marketing applications of crowdsourcing Application Description Content creation Generating marketing content such as videos, images, or copy. Idea generation Creating ideas to identify or develop marketing initiatives. Product Identifying insights to enhance existing products or develop new ones. development Customer Gathering customer perspectives on current or potential products or marketing initiatives. insights Customer Building greater participation and affiliation with the brand and company. engagement Customer Tapping customers to spread word to their personal networks about products or services. advocacy Pricing Gaining insights on attitudes to possible pricing strategies.
  16. 16. Content generation
  17. 17. Content generation
  18. 18. Content generation
  19. 19. Content generation
  20. 20. Idea generation
  21. 21. Product development
  22. 22. Product development
  23. 23. Customer insights
  24. 24. Customer insights
  25. 25. Customer engagement
  26. 26. Customer advocacy
  27. 27. Product selection and pricing
  28. 28. Product selection and pricing
  29. 29. Platforms
  30. 30. Platform distinctions• Content focus• Type of contributor• Reward structures• Geographies• Open/ private
  31. 31. Video
  32. 32. Other creative content
  33. 33. Customer insights and engagement
  34. 34. Capabilities
  35. 35. Competences• Selecting approach• Attracting• Briefing• Filtering• Engaging• Integrating• Structures and roles
  36. 36. AttractingMotivation IssuesFinancial Many contributors of quality content are primarily motivated by financial rewards. However acceptable pay levels are often significantly below professional rates.Being paid For aspiring content creators, there can be strong motivation in being a “paid writer”, even if the amount of money involved is not significant.In-kind Rewards such as access to media content or a database in return for being a contributor are well accepted.rewardsPersonal Having the contributor’s name and possibly bio publicly associated with their contribution can enhance their profile or reputation.brandLinks Often contributors of content will be sufficiently rewarded by a link (preferably a chosen text link) from a well-ranked website as it supports their visibility in search engines.Social impact Some contributors are seeking opportunities to have a positive social impact, for example through sharing values or assisting social initiatives.Contribution Many are motivated to contribute to what they consider a common good, such as reviews that assist better buying decisions, or compiling an open-access commons There is also often a desire to contribute to specific communities, bothor community geographical and interest-based.Skill Writers or video creators may be motivated by being able to improve their capabilities, and will value coaching or editorial feedback.development