Why Marketers Should Invest in Crowdsourced Research

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Why Marketers Should Invest in Crowdsourced Research

  1. 1.
  2. 2. The Wisdom of the Crowd:<br />Crowdsourcing<br />FOR INSIGHTS<br />by Chris Pitre & Robin Pate<br />
  3. 3. Chris Pitre<br />Social Marketing Strategist<br />Idea<br />Robin Pate<br />VP, Audience Engagement<br />HGTV<br />
  4. 4. Like most brands,<br />HGTV has a few<br />Conundrums that<br />NEED SOLVING…<br />
  5. 5. _<br />@<br />i<br />Social Shopping<br />Digital Web Solutions<br />Home Challenges<br /><ul><li>What deal sites inspire you to redecorate your home?
  6. 6. Have your shopping habits changed in the last year? 
  7. 7. What drives you to post shopping choices online?
  8. 8. If you are looking to enhance your home (inside or outside), where do you go for digital inspiration?
  9. 9. What space (room) in your home are you most proud of?
  10. 10. What space (room) do you most often shut the door when guests come over?</li></ul>m<br />w<br />C<br />Celebrity Content<br />Local Expertise<br />Recommendations<br /><ul><li>Just in case HGTV can’t come to your rescue, who would you call locally for roofing, design, real estate assistance?
  11. 11. Would ratings and recommendations on HGTV.com for interior designers and/or landscapers near you be helpful?
  12. 12. What celebrity home would you most like to see a sneak peak inside?
  13. 13. Who would you most like to see as a celebrity judge on Design Star?</li></li></ul><li>
  14. 14. What exactly<br />Is crowdsourcing?<br />
  15. 15. http://www.youtube.com/watch?v=F0-UtNg3ots <br />
  16. 16. 4 Types of crowdsourcing<br />crowdcreation<br />crowdfunding<br />crowdvoting<br />crowdwisdom<br />
  17. 17. #crowdcreation<br />+<br />
  18. 18. http://www.youtube.com/watch?v=9q7R9qFcrbI <br />
  19. 19. But Wait<br />THERE’S MORE…<br />
  20. 20. http://www.youtube.com/watch?v=O5ulDV1_wjU&feature=related <br />
  21. 21. SO HOW CAN<br />Direct marketers<br />Leverage crowds<br />For insights?<br />
  22. 22. +<br />crowdvoting<br />crowdwisdom<br />
  23. 23. =<br />Crowdsourced research<br />
  24. 24. Research Continuum<br />[<br />Crowdsourced Research<br />
  25. 25. Crowdsourced research<br />A lean research methodology consisting of real-time, digital collection of crowd preferences, opinions, and decisions<br />
  26. 26. Crowdsourced research<br />Quick validation and insight on:<br /><ul><li>Product ideas
  27. 27. Strategy
  28. 28. Design
  29. 29. Messaging</li></li></ul><li>Crowdsourced research<br />Benefits to Direct Marketers:<br /><ul><li>Real-time
  30. 30. Cost-effective
  31. 31. Low barrier to entry
  32. 32. Complementary to traditional research
  33. 33. Content/idea generation
  34. 34. Innovation</li></li></ul><li>SO HOW DO<br />Direct marketers<br />Get started<br />In this?<br />
  35. 35. Goal setting<br />j<br />k<br />l<br />Begin with the end in mind.<br />Know the business goals.<br />Know and respect goals of the crowd.<br />
  36. 36. methodology<br />?<br />O<br />(<br />2<br />Recruit<br />Design<br />Execute<br />Plan<br />Decide WHY you want to reach them.<br />Think like a consumer (not a researcher). <br />Decide WHO you want to reach.<br />Decide HOW to reach out.<br />
  37. 37. Tools/platforms<br />FREE<br />PAID<br /><ul><li> Historical data & Analytics
  38. 38. Privacy
  39. 39. Targeting
  40. 40. Platform reliability
  41. 41. Reporting capabilities
  42. 42. API/Systems integration
  43. 43. Versioning & Devices
  44. 44. Cost model changes</li></ul>FACEBOOK<br />Custom Tab, Poll, Discussion<br />TWITTER<br />Hashtag conversation<br />YOUTUBEDiscussion via video<br />CROWDTAP<br />TOLUNA<br />MY SURVEY<br />LISTENING PLATFORMSRadian6, BuzzMetrics, Crimson Hexagon<br />
  45. 45. analysis<br />j<br />k<br />l<br />Tie back to ultimate goal(s).<br />Report on participation AND responses.<br />Take action.<br />
  46. 46. SO HOW DO WE<br /> know that crowdsourced<br />research<br />works?<br />
  47. 47.
  48. 48. Case studies<br />
  49. 49. DESIGNER’S PORTFOLIO<br />Engaging professionals <br />+ Creating advocates<br />
  50. 50. Rate my space<br />Best source of UGC<br />Trends in styles and geographic differences<br />
  51. 51. Design Star 5<br />Helped determine celebrity guest judges and design challenges<br />Gained over 1,000 Twitter handles for future use with key brand initiatives.<br />
  52. 52. Design Star 5<br />Earned confidence from fans that our brand truly did listen to our fans:<br />“I'm happy that they seem to have gone with so many of our recommendations. I find it amazing that they actually attempted to LISTEN to us! I feel like I had the ability to influence this show for the better. All that cranking and carping actually improved things!” <br />
  53. 53. AND THE <br />RESULTS ARE IN…<br />
  54. 54. CHRIS PITRE<br />Chris.Pitre@Idea.com<br />@chrispitre<br />ROBIN PATE<br />rpate@hgtv.com<br />

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