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PRESENTED BY MEDIA SAUCE AND THE INDIANAPOLIS BUSINESS JOURNAL | APRIL 30, 2009
Chris Katterjohn
Publisher of The Indianapolis Business Journal
Don Schindler                 James Burnes
Senior Digital Strategist   VP Strategy & Development
hat is
W
t of taking a task
                       e ac
    wdsourcing is th                            r
                              y an employee o
Cro
                        ed b
     itionally perform                o an undefined,
trad                           g it t
            , and outsourcin                          n
                                       or community i
contractor                        ple
               rge group of peo
 generally la             ll.
         m of an open ca
 the for
What are some simple examples of
         crowdsourcing?
Control what
people see
Everyone
has a voice
Companies are
finally tapping
into this brain
trust!
INFORMATION
AGE
INTERCONNECTED
AGE
You have a few fans!
They like you!
They want you
   to succed!
They can’t
Wait for your
next product!
Our customers
become our…
brainstorming group
Our customers
become our…
focus group
Our customers
become our…
testing team
Our customers
become our…
marketing dept.
Our customers
become our…
sales force
Our customers
become our…
corporate recruiter
Our customers
become our…
brand ambassadors
Our customers
become our…
graphic designer
Our customers
become our…
fundraisers
Take out a business card
1. What kind of crowd do you need?

   R&D, graphic design, marketing, focus
   group, etc.)

2. What would you ask them to do for you?
Read this!
Read this!


             Wikinomics
Two Case Studies
We Can Learn From
Threadless.com
stats
     million
$3 0
All pro
         d u cts
sell ou
        t

   No ads
        s force
No sale
novations
   half the in
                   om users
       lly come fr
genera
mystarbucksidea.com
Easy t
         o
s ub m i
        t
system
Voting
     p/down
  U
In one year
70,000 ideas
Great ideas




               oducts
        and Pr
     os
Prom
Feedba
         c k th e y
                      need to
                                hear
94 implemented




                 eview
           nder r       points
        6u
      5           0,000
           over 5
    e had
 Som
Who’s in the
   rcle of trust?
ci
Where to find your crowd
• Your customer database?!!!!!
• Your email subscriber list
• An existing audience (paid services)
• Identifying an existing social network or
  discussion group/forum
• Your web site visitors
• Trade groups or industry organizations
Rules for Successful
           Crowdsourcing
• Be clear on who gets to participate.
  (Everyone?)
• Clearly define the scope/limit of their
  role/responsibility.
• Promote transparency in disclosing
  conflicts of interests
• Provide some creative restraints to focus
  output (manufacture ring, resources,
  budget, etc.)
You like us!
ou value me!
You listened
      to me!
I’m going to
 consume what
I helped create!
Rules for Successful
          Crowdsourcing
• You have to want to listen.
• You must be willing to interact
• You have to show the crowd that you’re
  taking them seriously.
• You must thank them.
• You must showcase what the crowd has
  accomplished!
hat is
W




     you ?
 for
Questions?
So how do we
build a strategy?

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