5. It aims to create demand using the
power of the Internet.
6. It is
measurable.
It gives brands
opportunity to
build tailored,
optimised brand
experiences
Image credit: Living Shadow from Wikimedia Commons
http://commons.wikimedia.org/wiki/File:Tape_measure_colored.jpeg
40. Metrics:
How will you measure value exchange?
These are the key performance
indicators (KPIs).
Set them up early on!
41. Ongoing optimisation:
Monitor, measure, experiment, learn, be
proactive!
Google Insights; Flickr; Delicious; Spyfu; Quirk
SearchStatus; SEO Book’s Rank Checker; Change
Use tools to gather data:
Detection; Google Alerts; BrandsEye; Google Patent
Search; Google Adwords External Keywords Tool;
Google Trends; YouTube Selection Tool, etc.
76. Types of Questions.
Open ended:
What features would you like to see on the website
for the eMarketing textbook?
77. Closed-ended:
Do you use the eMarketing textbook website?
Choose one that applies.
Yes
No
78. Ranked or ordinal questions:
Rate the features of the eMarketing textbook
website, where 1 is the most useful and 4 is the
least useful.
Blog
Case studies
Free downloads
Additional resources
99. Users were able to critique BrandsEye
features while it was still in Beta.
100. This allowed BrandsEye to get over 200
pieces of functional feedback on the
system.
They solved upward of 77% of these
items in the first week.
101. When BrandsEye Version 2 launched in
early February 2011, it received more
than 700 tweets in three days and
more than 20 press articles in the
same time.
103. What is it?
Image credit: Alexander Kesselaar
104. “Crowdsourcing is the act of taking a
task traditionally performed by an
employee or contractor and
outsourcing it to an undefined,
generally large group of people in
the form of an open call” (Wikipedia).
105. Its not a new idea…
The 19th century Oxford English
Dictionary was crowdsourced.
106. In 1714 the Longitude prize was
awarded for the simplest solution for
determining a ships longitude.
108. Now the crowd:
•Is larger
•Is more connected
•Offers more levels of skill for
contributions
109. The Internet:
•Provides a global distribution
channel
•Allows for fasterpublishing
•Means ideas are now regulated by
value
110. Organisations can gaininsight into their
customers‟ needs and desires and
buildproducts and services that
meetthem.
111. Commercially clients can:
•Pay once-off for numerous solutions
•Pay only for solutions they use
•Not limit themselves to „traditional‟
solutions
Image Credit: Creative commons, AMagill
134. •Lack of agency guidance or strategic
direction
•Little control over production value
•For spec work the risk/reward ratio is
high
•Ethics and opinions could be
questionable, leading to incorrect
assumptions of reliability
135. •IP of work is often disregarded with no
written contracts etc.
•Added costs may be needed to bring a
project to a conclusion
•Lack of financial motivation or reward
may lead to lower work quality
•Difficulties may arise in maintaining a
working relationship with the community
138. Through crowdsourcing,
amateurs can now
communicate ideas to
global brands.
This generatesPR and direct
interaction with a consumer
Image credit: ming888
base.
139. But a marketing agency will still be
needed for brand strategy
development.
141. •Proper planning is essential!
•Remunerate communities
adequately to avoid a negative PR
backlash
•Use crowdsourcing to tap into the
collective knowledge of more than
one billion people