Quick Tips: 5 tips for crowdsourcing success

After a lot of talk on crowdsourcing and how it is being used in the media and in marketing campaigns we thought we’d focus this week’s Quick Tips on that!
Crowdsourcing can be an great way of boost a digital marketing campaign, and an effective method to touch base with consumers and ensure that their needs are being met. Most agree that crowdsourcing as it is known today must be facilitated by social media. With this is mind, here’s a check list for creating a crowdsourcing campaign via social media:
1. Decide if you’re running an integrative or selective campaign before you begin. Integrative crowdsourcing will make use of a range of ideas, combining the views of many participants, while selective crowdsourcing ends with the use of the best idea. Selective crowdsourcing generally requires a prize of some kind – be sure to decide on this before announcing your campaign.
2. Plan your crowdsourcing campaign around your business. Whether you simply use crowdsourcing as a modern alternative to traditional market research, or you choose to involve participants in a full range of activities from concept to creation will depend on your individual business needs.
3. Communicate clearly and make your call-to-action really clear! We all know it, yet we can all think of recent marketing campaign we’ve seen that do not. Under this tip it’s also worth saying that you should be as clear as you can around the terms and conditions too – as the last thing you want is for participants feeling cheated.
4. Expecting participants to give up large amounts of their time, particularly if they’re receiving limited (or no) remuneration, is likely to lead to them feeling exploited. Though good crowdsourcing campaigns can work wonders for customer engagement, a poor campaign can equally result in negative eWOM (electronic word of mouth)so do think about it when you’re mapping the customer journey they’ll have to take.
5. Make it fun! If you run a fun competition or call for participation, and ensure that it is open to all, you’re likely to attract interest from a wider range of consumers than those who already buy your brand. Walkers’ ‘Do us a Flavour’ contest is a prime example of how crowdsourcing activities can raise brand awareness and attract new customers.
Crowdsourcing may not be ideal for all companies, but if done well, it can contribute to developing consumer engagement, ensuring that customer needs are met, and spread brand awareness. Before you start, be clear on what you want to achieve and put measures in place to track accordingly, and you’ll be half the way there.
The Quick Tips series is intended as a 2 minute read on digital marketing things – from recent changes in the scene and how to accommodate them, to tips from other marketers we know.