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03/10/2011
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THE WISDOM OF THE CROWD:
by Chris Pitre & Robin Pate
CROWDSOURCINGFOR INSIGHTS
CHRIS PITRESocial Marketing StrategistIdea
ROBIN PATEVP, Audience EngagementHGTV
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LIKE MOST BRANDS,HGTV HAS A FEW
CONUNDRUMS THATNEED SOLVING…
� �Social Shopping Digital Web Solutions
�
� �
Home Challenges
Celebrity Content Local Expertise
�Recommendations
�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?
03/10/2011
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WHAT EXACTLYIS CROWDSOURCING?
http://www.youtube.com/watch?v=F0-UtNg3ots
CROWDCREATION
CROWDVOTINGCROWDWISDOM
CROWDFUNDING
4 TYPES OF CROWDSOURCING
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+
#crowdcreation
http://www.youtube.com/watch?v=9q7R9qFcrbI
BUT WAITTHERE’S MORE…
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http://www.youtube.com/watch?v=O5ulDV1_wjU&feature=related
SO HOW CAN
LEVERAGE CROWDSFOR INSIGHTS?
DIRECT MARKETERS
CROWDVOTING CROWDWISDOM+
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CROWDSOURCED RESEARCH=
RESEARCH CONTINUUM
[
Crowdsourced Research
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
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 STARTEDIN THIS?
DIRECT MARKETERS
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GOAL SETTING
1 2
Begin with the end in mind.
Know the business goals.
3
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
Custom Tab, Poll, Discussion
Hashtag conversation
YOUTUBE
Discussion via video
CROWDTAP
TOLUNA
MY SURVEY
LISTENING PLATFORMSRadian6, BuzzMetrics, Crimson
Hexagon
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ANALYSIS
1 2
Tie back to ultimate goal(s).
Report on participation AND
responses.
3
Take action.
SO HOW DO WE
RESEARCHWORKS?
KNOW THAT CROWDSOURCED
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CASE STUDIES
DESIGNER’S PORTFOLIO
Engaging professionals
+ Creating advocates
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.
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…
