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Crowdsourcing
 for Marketing
         Workshop
   New York, October 25, 2012



                     rossdawson.com
                     resultsfromcrowds.com
Agenda

•   Context
•   Trends
•   Applications
•   Key issues
•   Platforms
•   Capabilities
Context
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New York
Trends
Competition




Flickr credit: country_boy_shane
Efficiency
Creativity
Engagement
Key issues
Crowd participation structures
Competition         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 round

Content market      Purchase        • Catalogue
                                    • Respond to request
Participation fee   Ideas and
                    discussion
Value-based         Contribution-
                    based
                    Peer awards
Platforms vs Own crowd

Issue         Use platforms                        Own crowd

Breadth       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.
Open vs Closed crowds

Issue           Open                            Closed

Talent          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.
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
Applications
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.
Content generation
Content generation
Content generation
Content generation
Idea generation
Product development
Product development
Customer insights
Customer insights
Customer engagement
Customer advocacy
Product selection and pricing
Product selection and pricing
Platforms
Platform distinctions

• Content focus

• Type of contributor

• Reward structures

• Geographies

• Open/ private
Video
Other creative content
Customer insights and engagement
Capabilities
Competences

• Selecting approach
• Attracting
• Briefing
• Filtering
• Engaging
• Integrating
• Structures and roles
Attracting
Motivation      Issues
Financial       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.
rewards
Personal        Having the contributor’s name and possibly bio publicly associated with their
                contribution can enhance their profile or reputation.
brand
Links           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 database.
to commons      There is also often a desire to contribute to specific communities, both
or 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

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Crowdsourcing for Marketing Workshop - New York

  • 1. Crowdsourcing for Marketing Workshop New York, October 25, 2012 rossdawson.com resultsfromcrowds.com
  • 2. Agenda • Context • Trends • Applications • Key issues • Platforms • Capabilities
  • 16. Crowd participation structures Competition 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 round Content market Purchase • Catalogue • Respond to request Participation fee Ideas and discussion Value-based Contribution- based Peer awards
  • 17. Platforms vs Own crowd Issue Use platforms Own crowd Breadth 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.
  • 18. Open vs Closed crowds Issue Open Closed Talent 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.
  • 19. 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
  • 21. 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.
  • 36. Platform distinctions • Content focus • Type of contributor • Reward structures • Geographies • Open/ private
  • 37. Video
  • 39. Customer insights and engagement
  • 41. Competences • Selecting approach • Attracting • Briefing • Filtering • Engaging • Integrating • Structures and roles
  • 42. Attracting Motivation Issues Financial 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. rewards Personal Having the contributor’s name and possibly bio publicly associated with their contribution can enhance their profile or reputation. brand Links 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 database. to commons There is also often a desire to contribute to specific communities, both or 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