why marketers should invest in crowdsourced research

THE WISDOM OF THE CROWD:

by Chris Pitre & Robin Pate

CROWDSOURCING FOR INSIGHTS

CHRIS PITRE Social Marketing Strategist Idea

ROBIN PATE VP, Audience Engagement HGTV

LIKE MOST BRANDS, HGTV HAS A FEW

CONUNDRUMS THAT NEED SOLVING…

Social Shopping Digital Web Solutions Home Challenges

Celebrity Content Local Expertise Recommendations

WHAT EXACTLY IS CROWDSOURCING?

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

CROWDCREATION CROWDVOTING

CROWDWISDOM CROWDFUNDING

4 TYPES OF CROWDSOURCING

+

#crowdcreation

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

BUT WAIT THERE’S MORE…

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

SO HOW CAN LEVERAGE CROWDS FOR 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 ideas  Strategy  Design  Messaging

CROWDSOURCED RESEARCH

Benefits to Direct Marketers:  Real-time  Cost-effective  Low barrier to entry  Complementary to traditional research  Content/idea generation  Innovation

SO HOW DO GET STARTED

IN THIS? DIRECT MARKETERS

GOAL SETTING

Begin with the end in mind.

Know the business goals.

Know 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

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

ANALYSIS

Tie back to ultimate goal(s).

Report on participation AND

responses.

Take action.

SO HOW DO WE

RESEARCH WORKS?

KNOW THAT CROWDSOURCED

CASE STUDIES

DESIGNER’S PORTFOLIO

Engaging professionals + Creating advocates

RATE MY SPACE

Best source of UGC Trends 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 PITRE Chris.Pitre@Idea.com @chrispitre

ROBIN PATE @hgtweetv