Vertical discussion groups are rich in delivering market insight. Having a strategy to drive social interaction design is key.

1. From Crowdsourcing to Smartsourcing
Social
Object
Just a little ditty on why conversation is king.
© 2010 Social Media Moves LLC

2. From Crowdsourcing to Smartsourcing
Strategy Tactics
Social
Object
What’s Your End Game? Attract Participation Incentivize Engagement
Early Concept Testing Content Strategy Be The Catalyst for Conversation
Product Development Convey purpose, relevance, value, Demonstrate Social Proof
Social Influencer Marketing incentive… and emotion. (Branded, Thematic “Band Wagon Effect”)
Customer Acquisition, Retention Enable Peer-to-Peer Recognition
Enable Social Share Acknowledge Contributors
Sales Conversion
Showcase and Reward Innovative Contributors

3. From Crowdsourcing to Smartsourcing
Tactics Goals
Consensus
Detractors
Idea build
Social
Object
Deliverables
Actionable insight
Segmentation analysis
Enhance relevant message targeting
Inform Product/service improvements
Engage
Register Metrics
Simplify User Authentication Monitor Message Threads Opt-ins
OpenID, FB, Twitter Identify Consensus, Advocates, Detractors, Innovators Inquiries
Append Authentication/Build Profile Identify social influencers, “tipping points” to conversion Sales
Name, title, affiliation (required)
Evangelism + Intangibles (optional)
Assess gravitas, influence Enable Comment Social Share and Alerts
Setup profiling data capture for post
to achieve qualitative analysis insight
(segmentation) Build buzz, participation inertia, site visibility
Maintain user engagement
Glenn Raines
glenn@socialmediamoves.com
© 2010 Social Media Moves LLC