CROWDSOURCING

Crowdsourcing involves outsourcing tasks traditionally performed by employees to an online crowd. This article discusses how brands are using crowdsourcing for marketing in three ways: 1) outsourcing brand promotion to volunteer enthusiasts; 2) outsourcing content creation to crowds; and 3) outsourcing innovation ideas and solutions. Examples like Procter & Gamble and NASA show how crowdsourcing can effectively and efficiently complete tasks. The article provides best practices for brands to implement successful crowdsourcing strategies.