This document discusses how crowdsourcing can provide insights for direct marketers through crowdsourced research. It defines crowdsourced research as the real-time digital collection of crowd preferences, opinions, and decisions. Crowdsourced research allows for quick validation of ideas, strategies, designs, messages and more. The document provides examples of how HGTV has leveraged crowdsourced research through social media engagements to gain insights for a design competition show.

2. The Wisdom of the Crowd: Crowdsourcing FOR INSIGHTS by Chris Pitre & Robin Pate

3. Chris Pitre Social Marketing Strategist Idea Robin Pate VP, Audience Engagement HGTV

4. Like most brands, HGTV has a few Conundrums that NEED SOLVING…

6. Have your shopping habits changed in the last year?

7. What drives you to post shopping choices online?

8. If you are looking to enhance your home (inside or outside), where do you go for digital inspiration?

9. What space (room) in your home are you most proud of?

11. Would ratings and recommendations on HGTV.com for interior designers and/or landscapers near you be helpful?

12. What celebrity home would you most like to see a sneak peak inside?

14. What exactly Is crowdsourcing?

15. http://www.youtube.com/watch?v=F0-UtNg3ots

16. 4 Types of crowdsourcing crowdcreation crowdfunding crowdvoting crowdwisdom

17. #crowdcreation +

18. http://www.youtube.com/watch?v=9q7R9qFcrbI

19. But Wait THERE’S MORE…

20. http://www.youtube.com/watch?v=O5ulDV1_wjU&feature=related

21. SO HOW CAN Direct marketers Leverage crowds For insights?

22. + crowdvoting crowdwisdom

23. = Crowdsourced research

24. Research Continuum [ Crowdsourced Research

25. Crowdsourced research A lean research methodology consisting of real-time, digital collection of crowd preferences, opinions, and decisions

27. Strategy

28. Design

30. Cost-effective

31. Low barrier to entry

32. Complementary to traditional research

33. Content/idea generation

35. Goal setting j k l Begin with the end in mind. Know the business goals. Know and respect goals of the crowd.

36. methodology ? O ( 2 Recruit Design Execute Plan Decide WHY you want to reach them. Think like a consumer (not a researcher). Decide WHO you want to reach. Decide HOW to reach out.

38. Privacy

39. Targeting

40. Platform reliability

41. Reporting capabilities

42. API/Systems integration

43. Versioning & Devices

44. Cost model changesFACEBOOK Custom Tab, Poll, Discussion TWITTER Hashtag conversation YOUTUBEDiscussion via video CROWDTAP TOLUNA MY SURVEY LISTENING PLATFORMSRadian6, BuzzMetrics, Crimson Hexagon

45. analysis j k l Tie back to ultimate goal(s). Report on participation AND responses. Take action.

46. SO HOW DO WE know that crowdsourced research works?

48. Case studies

49. DESIGNER’S PORTFOLIO Engaging professionals + Creating advocates

50. Rate my space Best source of UGC Trends in styles and geographic differences

51. Design Star 5 Helped determine celebrity guest judges and design challenges Gained over 1,000 Twitter handles for future use with key brand initiatives.

52. Design Star 5 Earned confidence from fans that our brand truly did listen to our fans: “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!”

53. AND THE RESULTS ARE IN…

54. CHRIS PITRE Chris.Pitre@Idea.com @chrispitre ROBIN PATE rpate@hgtv.com