Why Marketers Should Invest in Crowdsourced Research
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19-Oct-2014 -
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Transcript of Why Marketers Should Invest in Crowdsourced Research
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THE WISDOM OF THE CROWD:
by Chris Pitre & Robin Pate
CROWDSOURCING FOR INSIGHTS
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CHRIS PITRE Social Marketing Strategist Idea
ROBIN PATE VP, Audience Engagement HGTV
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LIKE MOST BRANDS, HGTV HAS A FEW
CONUNDRUMS THAT NEED SOLVING…
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Social Shopping Digital Web Solutions Home Challenges
Celebrity Content Local Expertise Recommendations
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WHAT EXACTLY IS CROWDSOURCING?
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http://www.youtube.com/watch?v=F0-UtNg3ots
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CROWDCREATION CROWDVOTING
CROWDWISDOM CROWDFUNDING
4 TYPES OF CROWDSOURCING
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#crowdcreation
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http://www.youtube.com/watch?v=9q7R9qFcrbI
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BUT WAIT THERE’S MORE…
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http://www.youtube.com/watch?v=O5ulDV1_wjU&feature=related
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SO HOW CAN LEVERAGE CROWDS FOR INSIGHTS?
DIRECT MARKETERS
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CROWDVOTING CROWDWISDOM +
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CROWDSOURCED RESEARCH =
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RESEARCH CONTINUUM
[
Crowdsourced Research
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CROWDSOURCED RESEARCH
A lean research methodology consisting of real-time, digital collection of crowd preferences, opinions, and decisions
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CROWDSOURCED RESEARCH
Quick validation and insight on: Product ideas Strategy Design Messaging
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CROWDSOURCED RESEARCH
Benefits to Direct Marketers: Real-time Cost-effective Low barrier to entry Complementary to traditional research Content/idea generation Innovation
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SO HOW DO GET STARTED
IN THIS? DIRECT MARKETERS
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GOAL SETTING
Begin with the end in mind.
Know the business goals.
Know and respect goals of the crowd.
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METHODOLOGY
Decide WHY you want to reach them.
Think like a consumer
(not a researcher).
RECRUIT DESIGN EXECUTE
Decide WHO you want to
reach.
Decide HOW to reach out.
PLAN
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TOOLS/PLATFORMS
FREE PAID • Historical data & Analytics • Privacy • Targeting • Platform reliability
• Reporting capabilities • API/Systems integration • Versioning & Devices • Cost model changes
FACEBOOK Custom Tab, Poll, Discussion
TWITTER Hashtag conversation
YOUTUBE Discussion via video
CROWDTAP TOLUNA MY SURVEY
LISTENING PLATFORMS Radian6, BuzzMetrics, Crimson Hexagon
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ANALYSIS
Tie back to ultimate goal(s).
Report on participation AND
responses.
Take action.
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SO HOW DO WE
RESEARCH WORKS?
KNOW THAT CROWDSOURCED
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CASE STUDIES
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DESIGNER’S PORTFOLIO
Engaging professionals + Creating advocates
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RATE MY SPACE
Best source of UGC Trends in styles and geographic differences
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DESIGN STAR 5
Helped determine celebrity guest judges and design challenges
Gained over 1,000 Twitter handles for future use with key brand initiatives.
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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!”
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AND THE RESULTS ARE IN…