Slides for Crowdsourcing for Marketing Workshop run by Ross Dawson in New York on October 25, 2012 for Crowdsourcing Week

1. Crowdsourcing
for Marketing
Workshop
New York, October 25, 2012
rossdawson.com
resultsfromcrowds.com

2. Agenda
• Context
• Trends
• Applications
• Key issues
• Platforms
• Capabilities

3. Context

10. Trends

11. Competition
Flickr credit: country_boy_shane

12. Efficiency

13. Creativity

14. Engagement

15. Key issues

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

20. Applications

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.

22. Content generation

23. Content generation

24. Content generation

25. Content generation

26. Idea generation

27. Product development

28. Product development

29. Customer insights

30. Customer insights

31. Customer engagement

32. Customer advocacy

33. Product selection and pricing

34. Product selection and pricing

35. Platforms

36. Platform distinctions
• Content focus
• Type of contributor
• Reward structures
• Geographies
• Open/ private

37. Video

38. Other creative content

39. Customer insights and engagement

40. Capabilities

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