why marketers should invest in crowdsourced research
TRANSCRIPT
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…
