why marketers should invest in crowdsourced research
Post on 19-Oct-2014
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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 [email protected] @chrispitre
ROBIN PATE @hgtweetv