2. THE WISDOM OF THE CROWD:
CROWDSOURCING
FOR INSIGHTS
by Chris Pitre & Robin Pate

3. CHRIS PITRE
Social Marketing Strategist
Idea
ROBIN PATE
VP, Audience Engagement
HGTV

4. LIKE MOST BRANDS,
HGTV HAS A FEW
CONUNDRUMS THAT
NEED SOLVING…

5. Social Shopping Digital Web Solutions Home Challenges
Celebrity Content Local Expertise Recommendations

7. WHAT EXACTLY
IS CROWDSOURCING?

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

9. 4 TYPES OF CROWDSOURCING
CROWDCREATION
CROWDFUNDING
CROWDVOTING
CROWDWISDOM

10. #crowdcreation
+

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

12. BUT WAIT
THERE’S MORE…

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

14. SO HOW CAN
DIRECT MARKETERS
LEVERAGE CROWDS
FOR INSIGHTS?

15. CROWDVOTING + CROWDWISDOM

16. = CROWDSOURCED RESEARCH

17. RESEARCH CONTINUUM
[
Crowdsourced Research

18. CROWDSOURCED RESEARCH
A lean research methodology
consisting of real-time,
digital collection of crowd
preferences, opinions, and
decisions

19. CROWDSOURCED RESEARCH
Quick validation and insight on:
 Product ideas
 Strategy
 Design
 Messaging

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

21. SO HOW DO
DIRECT MARKETERS
GET STARTED
IN THIS?

22. GOAL SETTING
Begin with the Know the Know and respect
end in mind. business goals. goals of the crowd.

23. METHODOLOGY
PLAN RECRUIT DESIGN EXECUTE
Decide HOW Decide WHO Decide WHY Think like a
to reach out. you want to you want to consumer
reach. reach them. (not a
researcher).

24. TOOLS/PLATFORMS
FREE PAID
• Historical data & Analytics • Reporting capabilities
• Privacy • API/Systems integration
• Targeting • Versioning & Devices
• Platform reliability • Cost model changes
FACEBOOK CROWDTAP
Custom Tab, Poll, Discussion TOLUNA
MY SURVEY
TWITTER
Hashtag conversation LISTENING PLATFORMS
Radian6, BuzzMetrics, Crimson
YOUTUBE Hexagon
Discussion via video

25. ANALYSIS
Tie back to Report on Take action.
ultimate goal(s). participation AND
responses.

26. SO HOW DO WE
KNOW THAT CROWDSOURCED
RESEARCH
WORKS?

28. CASE STUDIES

29. DESIGNER’S PORTFOLIO
Engaging professionals
+ Creating advocates

30. RATE MY SPACE
Best source of UGC
Trends in styles and geographic differences

31. DESIGN STAR 5
Helped determine celebrity guest judges and design
challenges
Gained over 1,000 Twitter handles for future use with
key brand initiatives.

32. 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!”

33. AND THE
RESULTS ARE IN…

34. CHRIS PITRE
Chris.Pitre@Idea.com
@chrispitre
ROBIN PATE
@hgtweetv