why marketers should invest in crowdsourced research

THE WISDOM OF THE CROWD:

by Chris Pitre & Robin Pate

CROWDSOURCINGFOR INSIGHTS

CHRIS PITRESocial Marketing StrategistIdea

ROBIN PATEVP, Audience EngagementHGTV

LIKE MOST BRANDS,HGTV HAS A FEW

CONUNDRUMS THATNEED SOLVING…

_ @Social Shopping Digital Web Solutions

i

m w

Home Challenges

Celebrity Content Local Expertise

CRecommendations

What deal sites inspire you to redecorate your home?

Have your shopping habits changed in the last year? 

What drives you to post shopping choices online?

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

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

What space (room) do you most often shut the door when guests come over?

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

Who would you most like to see as a celebrity judge on Design Star?

Just in case HGTV can’t come to your rescue, who would you call locally for roofing, design, real estate assistance?

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

WHAT EXACTLYIS CROWDSOURCING?

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

CROWDCREATIONCROWDVOTINGCROWDWISDOM

CROWDFUNDING

4 TYPES OF CROWDSOURCING

+

#crowdcreation

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

BUT WAITTHERE’S MORE…

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

SO HOW CANLEVERAGE CROWDSFOR INSIGHTS?

DIRECT MARKETERS

CROWDVOTING CROWDWISDOM+

CROWDSOURCED RESEARCH=

RESEARCH CONTINUUM

[

Crowdsourced Research

CROWDSOURCED RESEARCH

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

CROWDSOURCED RESEARCH

Quick validation and insight on:Product ideasStrategyDesignMessaging

CROWDSOURCED RESEARCH

Benefits to Direct Marketers:Real-timeCost-effectiveLow barrier to entryComplementary to traditional researchContent/idea generation Innovation

SO HOW DOGET STARTED

IN THIS?DIRECT MARKETERS

GOAL SETTING

j kBegin with the end in mind.

Know the business goals.

lKnow and respect goals of the crowd.

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

O?2 (

TOOLS/PLATFORMS

FREE PAID• Historical data & Analytics• Privacy• Targeting• Platform reliability

• Reporting capabilities• API/Systems integration• Versioning & Devices• Cost model changes

FACEBOOKCustom Tab, Poll, Discussion

TWITTERHashtag conversation

YOUTUBEDiscussion via video

CROWDTAPTOLUNAMY SURVEY

LISTENING PLATFORMSRadian6, BuzzMetrics, Crimson Hexagon

ANALYSIS

j kTie back to

ultimate goal(s).Report on

participation AND responses.

lTake action.

SO HOW DO WE

RESEARCHWORKS? KNOW THAT CROWDSOURCED

CASE STUDIES

DESIGNER’S PORTFOLIO

Engaging professionals + Creating advocates

RATE MY SPACE

Best source of UGCTrends in styles and geographic differences

DESIGN STAR 5

Helped determine celebrity guest judges and design challenges

Gained over 1,000 Twitter handles for future use with key brand initiatives.

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!”

AND THE RESULTS ARE IN…

CHRIS PITREChris.Pitre@Idea.com@chrispitre

ROBIN PATErpate@hgtv.com