Community Management, Guest Posts, Social Media Strategy, Brand Communities, Crowd Sourcing

Crowdsourcing: Beyond the Basics

clinton bonner Crowdsourcing: Beyond the BasicsGuest post by Clinton Bonner, Director of Sales at Chaordix, specializing in the technology and services of managed crowds for open innovation and social research.

What is the next generation of crowdsourcing?

Crowdsourcing is evolving beyond the shiny contest model (Doritos’ “Crash the Super Bowl”) and into something more meaningful to the brands embracing it and the consumers contributing to it. There is no better ‘bang’ for your buck than a well thought out and properly executed crowdsourcing initiative.

hands 300x199 Crowdsourcing: Beyond the BasicsMarket research is as important to most companies as the payroll department. Yet, it seems to be a stagnant mode of gathering feedback. Surveying, physical and online focus groups and opinion polling are still the primary tactics companies depend upon for market prediction and go to market strategy. It is uni-directional, as static as a physical newspaper, and it assumes the company seeking quality answers is asking the right questions.

This is where crowdsourcing comes in.

The 3 C’s of Next Generation Crowdsourcing: Co-Creation, Constant, and Control

Co-Creation

There are people out there that love your product. Embrace these people. There are people out there that currently hate your product because it isn’t giving them what they need. Embrace these people as well. After the socially awkward embracing is done, invite both groups in during the creative process. I’m not talking about a contest to produce a full commercial or send a manned vehicle to space. That’s last year. I mean putting in place a method that allows your consumers to contribute in a variety of ways, most often rather easily with immediate recognition of the contribution.

Some people are amazing at bold ideation, while others are better at refining and iterating something previously suggested. Some simply want to vote or rank what they find appealing, and others; well they just like to hang out to see what’s up.

The output from co-creation can be a market test and sharper go-to-market strategies, so you know what your consumers want before you take it to market. It can also be a real product – something your internal R&D lab hadn’t thought about that your consumers are clearly calling for.

Not all innovation or improvements to existing products and services are going to come from your crowd, nor should they by any means. But the communication lines do need to be in place so that when brilliance is spoken, you are listening. Effective crowdsourcing delivers exactly this and it can super-charge your social media efforts along the way.

Constant

As crowdsourcing evolves, we’ve learned that initial efforts had a defined end date, and the vast majority of energy, buzz, and brand-love dissipated over a short stretch of time. We know better now. Next generation crowdsourcing involves multiple initiatives, sometimes cross-brand, often cross-vertical, happening in parallel and offering the user a constant steam of new involvement opportunities.

Micro-tasks are a great example of this. Next-generation crowdsourcing always recognizes effort via reward, social status, and incentives that are meaningful to the user. Think frequent flyer program, but without having to go through airport security to attain the rewards. As the ability to deliver these tasks via mobile meshes with geo-location technologies and intelligent advertising, this ‘C’ of the three C’s will truly blossom and become powerful for the brands that get it right.

Control

Crowdsourcing, much like focused social media efforts, isn’t about giving up control, even though it seems that way before you start, just ask Scott Monty of Ford. (He doesn’t know me, so please don’t actually ask…) Do you think Ford has more or less ‘control’ of their current and future brand image today versus five years ago?

Ford Fiesta Movement Phoenix Crowdsourcing: Beyond the BasicsCompared to before, this company is holding the reigns – albeit loosely and in new ways. They have found that crucial balance between having an open consumer rapport, yet skillfully herding the masses to participate in ways that are beneficial to the brand and the company’s bottom line. They have nimbly created a social “choose your own adventure” for their consumers, who by the way tend to grab 3 friends and bring them along for the ride.

I would argue that Ford should go leagues further, by embracing a consistent crowdsourcing approach that constantly empowers consumers (and would-be consumers) of all Ford vehicles with opportunities to co-create, relevantly share and earn legitimate rewards that drive loyalties and purchasing habits for years to come.

If you can begin a crowdsourcing initiative in 2010, and that contributor purchases a new Ford in 2013 because she has accrued a “Digital Down Payment” along the way due to her consistent and quality participation, is that not ultimate control of the consumer’s purchasing habits?

Now, take this a step further, you buy a new car once every 3 – 6 years, but how often do you buy a cup of coffee and a bagel?

Brands need to stop viewing crowdsourcing and open innovation strategies as ‘giving up creative control’ and rather understand what this really is – co-created market research that is more accurate. When adroitly coupled with ongoing social strategies, next generation crowdsourcing offers a remarkable way to help deliver happy, impassioned, and loyal consumers.

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  • http://twitter.com/dannywahlquist/status/16842193482 Danny Wahlquist

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  • http://twitter.com/NathanRKing Nathan King

    Great tips. Before crowdsourcing there were focus groups, which never really worked too well. The issue with focus groups is that it takes the consumer out their comfort zone, putting them in a room full of strangers and bombarding them with question after question. (nice post about why focus groups don't work: http://bit.ly/bNIEow) Crowdsourcing is a great alternative to focus groups due to the fact that consumers are co-creating the content vs getting asked a series of non-relevant, predetermined questions. Great post!

  • http://twitter.com/clintonbon Clinton Bonner

    Thank you Nathan. Great point about keeping the consumer in their element and thanks for sharing the link regarding traditional focus groups. Crowdsourcing can deliver so much more when properly crafted, so your support of the notions are hugely appreciated.

  • http://twitter.com/sadiemharris/status/16846893875 Sadie Harris

    Crowdsourcing: Beyond the Basics http://bit.ly/bBAtIL

  • Bushwa

    Great article sir. As a web designer, the mantra is test, test, test, don't take the results personal and revise. Not so different to this approach to marketing.

  • http://twitter.com/zoeamar/status/16848422367 zoe amar

    Excellent tips on crowdsourcing from @jaybaer http://bit.ly/bVuu7O

  • http://twitter.com/zoeamar/status/16848422367 zoe amar

    Excellent tips on crowdsourcing from @jaybaer http://bit.ly/bVuu7O

  • http://twitter.com/zoeamar/status/16848422367 zoe amar

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  • http://twitter.com/zoeamar/status/16848422367 zoe amar

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  • http://twitter.com/zoeamar/status/16848422367 zoe amar

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  • http://twitter.com/iminteractiv/status/16848429983 I.M. Interactiv

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  • http://twitter.com/iminteractiv/status/16848429983 I.M. Interactiv

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  • http://twitter.com/iminteractiv/status/16848429983 I.M. Interactiv

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  • http://twitter.com/iminteractiv/status/16848429983 I.M. Interactiv

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  • http://twitter.com/smmbutterfly/status/16848431790 Heather McCullough

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  • http://twitter.com/belindaang/status/16848521411 Belinda Ang

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  • http://twitter.com/belindaang/status/16848521411 Belinda Ang

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  • http://twitter.com/melanieneal/status/16848765658 Melanie Neal

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  • http://twitter.com/danblank/status/16849005665 Dan Blank

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  • http://twitter.com/dj_justjay/status/16849211108 Jason Arican

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  • http://twitter.com/kunjal23/status/16849696493 Kunjal Kamdar

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  • http://twitter.com/rcorke/status/16850034341 Randy Corke

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  • http://twitter.com/rcorke/status/16850088389 Randy Corke

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  • http://twitter.com/dmessing/status/16850194425 Dave Messinger

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  • http://twitter.com/martincouzins/status/16851044207 Martin Couzins

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  • http://twitter.com/martincouzins/status/16851044207 Martin Couzins

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  • http://twitter.com/okl/status/16851581629 Olivia Khalili

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  • http://twitter.com/openworld/status/16852156119 Mark Frazier

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  • http://twitter.com/fancy_lad/status/16852440589 Nate Towne

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  • http://twitter.com/emmamurphycsr/status/16852526701 Emma Murphy

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  • http://twitter.com/weintraub/status/16852655429 Weintraub Adv

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  • http://twitter.com/introfini/status/16853274186 José Fernandes

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  • http://twitter.com/clintonbon/status/16853789662 Clinton Bonner

    grateful to @jaybaer for allowing me to guest post: Crowdsourcing: Beyond the Basics http://bit.ly/bVuu7O – Thank you Jay

  • http://twitter.com/mmartoccia/status/16854113310 Mike Martoccia

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  • http://twitter.com/annemarsden/status/16854246977 Anne Marsden

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  • http://twitter.com/annemarsden/status/16854246977 Anne Marsden

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  • http://twitter.com/annemarsden/status/16854246977 Anne Marsden

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  • http://twitter.com/clintonbon Clinton Bonner

    Thanks Bushwa! Great parallel thought you bring into the discussion regarding a web designer's 'philosophy' to succeed. What crowdsourcing offers is the opportunity to test much more than ever, in a myriad of traditional and new ways, and do so over a much shorter slice of time than ever before as well. The efficiencies it can bring are tremendous. Takes practice, know how, and the like, but it can be rather powerful … thx for the contribution!

  • http://twitter.com/clintonbon Clinton Bonner

    Thanks Bushwa! Great parallel thought you bring into the discussion regarding a web designer's 'philosophy' to succeed. What crowdsourcing offers is the opportunity to test much more than ever, in a myriad of traditional and new ways, and do so over a much shorter slice of time than ever before as well. The efficiencies it can bring are tremendous. Takes practice, know how, and the like, but it can be rather powerful … thx for the contribution!

  • http://twitter.com/nicperez/status/16854967037 Nic

    Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O

  • http://twitter.com/elizabethsosnow/status/16856272202 Elizabeth Sosnow

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  • http://twitter.com/elizabethsosnow/status/16856272202 Elizabeth Sosnow

    The 3 C’s of Next Generation Crowdsourcing: Co-Creation, Constant, and Control via @jaybaer http://bit.ly/98Cvjp

  • http://twitter.com/chokha/status/16856490866 chokha

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  • http://twitter.com/crowdsourcerisk/status/16856492498 Michael Gebert

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  • http://twitter.com/jasonspector/status/16856639383 Jason Spector

    Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O – nice post from @clintonbon (RT @dmessing)

  • Bobby Hewitt

    Excellent points on constancy and control, with so many social tools available today the ground work for crowdsourcing is already in place. The two main hurdles companies still need to jump for it to become more useful and actually get used are 1. Perception of all ideas being leveled and equal, diminishing the power of the opinion of the highest paid executives opinion or the opinion of an “expert” and 2. The scalability of getting it going and the ability within an organization to make use of the new data stream.

  • http://twitter.com/wooshiiricardo/status/16857061176 Ricardo Fonseca

    RT @JasonSpector: Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O – nice post from @clintonbon (RT @dmessing)

  • http://twitter.com/urbansandbox/status/16857088547 Cynthia Bledsoe

    RT @elizabethsosnow: The 3 C’s of Next Generation Crowdsourcing: Co-Creation, Constant, and Control via @jaybaer http://bit.ly/98Cvjp

  • http://twitter.com/steamboatseries/status/16857093755 Michael O’Leary

    RT @elizabethsosnow: The 3 C’s of Next Generation Crowdsourcing: Co-Creation, Constant, and Control via @jaybaer http://bit.ly/98Cvjp

  • http://twitter.com/meganstrand/status/16857276746 Megan Strand

    RT @OKL: Solid article on next generation of crowdsourcing: co-creation, control & constant by @jaybaer http://bit.ly/dDnNoU

  • http://twitter.com/companystarter/status/16858681255 Ian

    RT @meganstrand: RT @OKL: Solid article on next gen of crowdsourcing: co-creation, control & constant by @jaybaer http://bit.ly/dDnNoU

  • http://twitter.com/johnfmoore/status/16860579074 John Moore

    Excellent guest post @ClintonBon, Crowdsourcing: Beyond the Basics: http://bit.ly/dDnNoU

  • http://twitter.com/clintonbon Clinton Bonner

    Bobby, thanks so much for delivering some great points to chat about. For me, properly infused crowdsourcing is much like the American experiment as the founders saw it. It is about setting up a construct so all ideas have the same opportunity for success and can be fairly judged, debated and improved upon.

    I personally hold firm that some opinions, from executives to experts, in fact do deserve more sway and credibility, but this comes in the iterative phases of crowdsourcing and usually not the ideation phases. The reason for this is because a bold and seemingly brilliant idea can and does come in to a company from anywhere around the globe, the 2.0 has enabled this flattening. Sometimes, when it comes to making that 'bold & brilliant' idea actionable (and that's what we are aiming for right?) you NEED executive leadership and experts who know the ins and outs of say, a supply chain partnership, or a cross-continental manufacturing agreement, or an old standing State bi-law the crowd would probably never consider but MUST be considered to make the 'brilliant' idea actionable and therefore worthy. It's not always the case by any means, but many times the 'expert' role is essential, and I would suggest it is best served as an iteration 'catalyst', to take raw brilliance, challenge it to succeed further so the re-worked output is not just brilliant, but focused brilliance that can have an impact.

    So, I take pause and guide everyone to think about crowdsourcing as being the leveling construct that plays on the left hand side of the equation. I believe you were referring to this as well, but just wanted to share my thoughts on the notion of all ideas being 'equal'. They enter a 'free' construct that allows it to be recognized. Then the crowd (outsiders, insiders, experts, executives) can make smart decisions based on the criteria they were seeking to measure as to whether a particular idea or solution is both brilliant and actionable.

    BTW, your second point is spot on. You have to be working with a partner who can scale to the enterprise level AND you need a way to measure the data effectively so the outputs help create hyper-relevant experiences, products, and services to the end user (consumer, citizen, employee) that add huge value and drive business.

    Thanks so much for the comment, truly appreciated!

  • http://www.creativethirst.com/blog Bobby Hewitt – CreativeThirst

    Clinton, I totally agree with your vision of “The American Experiment” well said. I see crowdsourcing and share-ability as not only the current web trend but also a key component in human nature. Probably the highest hurdle that I hope we can jump over for the sake of idea creation is the legal aspect of who owns the idea if it’s brought in from the outside of an organization. Copyright and patent laws are about to be shattered, at least I hope.

  • http://twitter.com/quakemarketing/status/16861978322 Quake Marketing

    Crowdsourcing: Beyond the Basics http://bit.ly/dDnNoU

  • http://twitter.com/seanmoffitt/status/16862197567 Sean Moffitt

    The next generation of Crowdsourcing http://ht.ly/22jwx via @clintonbon @jaybaer

  • http://twitter.com/waxgirl333/status/16862204899 waxgirl333

    great article on crowdsourcing from convinceandconvert.com http://bit.ly/dDnNoU

  • http://twitter.com/socialologist/status/16862256960 Stephanie Schwab

    Nice. RT @jaybaer: next generation of Crowdsourcing.Where it's headed & where you need to be. Great stuff from @clintonbon http://om.ly/mcDN

  • http://twitter.com/adhack/status/16862541579 AdHack.com

    Evolution grows more public RT @SeanMoffitt: The next generation of Crowdsourcing http://bit.ly/9bPVTr via @clintonbon @jaybaer

  • http://twitter.com/nexsales/status/16863014103 Nex-sales Solutions

    The next generation of Crowdsourcing. Where it's headed and where you need to be.Great stuff from @clintonbon http://om.ly/mcDN via @jaybaer

  • http://twitter.com/feltdesigngroup/status/16863416426 Trudi Sinclair

    Crowdsourcing: Beyond the Basics http://bit.ly/8YZwhH

  • http://twitter.com/braundoug/status/16864717444 Doug Braun

    Crowdsourcing: Beyond the Basics. How to actualy use it within your organization: http://bit.ly/9lXYaG (@clintonbon)

  • http://twitter.com/clintonbon Clinton Bonner

    Agreed Bobby, I feel careful planning on the legal side is just a must. Protect all, be fair about it, but also the contributor has to realize this is an opportunity they most likely would not have had, and they will need to make a personal choice to submit or not. As more and more 'markets' open up and the choices as to where to contribute to grow and grow, competition will do what it does and the user will end up with the most fair shake the 'market' could bear while retaining profitability. Will be fun to watch!

  • Ljerpi

    Very informative article on crowdsourcing. I think this is a very interesting concept that will probably become much more common in time. Here's another article on crowdsourcing that you might find interesting: http://insite.artinstitutes.edu/crowdsourcing-d

  • http://twitter.com/clintonbon Clinton Bonner

    Thanks for adding the article. I had read it a few weeks back and thought it was worthy as well. Much appreciated!

  • http://twitter.com/whatsupinteract/status/16867935367 Whats Up Interactive

    Crowdsourcing: Beyond the Basics by @jaybaer http://ow.ly/22gvP

  • http://twitter.com/nolandhoshino/status/16869938607 Noland Hoshino

    READ: Crowdsourcing: Beyond the Basics http://dlvr.it/1z1nN

  • http://twitter.com/usatkindness/status/16870012140 Christie Garton

    Interesting RT @NolandHoshino: READ: Crowdsourcing: Beyond the Basics http://dlvr.it/1z1nN

  • http://twitter.com/jtwinsor/status/16870330188 john winsor

    RT @AdHack: Evolution grows more public RT @SeanMoffitt: The next generation of Crowdsourcing http://bit.ly/9bPVTr via @clintonbon @jaybaer

  • http://twitter.com/monaaskalani/status/16871717068 Mona Askalani

    Crowdsourcing as method to earn rewards & loyalty – innovative evolution idea http://bit.ly/9bPVTr via @jtwinsor @clintonbon

  • http://twitter.com/monaaskalani/status/16871717068 Mona Askalani

    Crowdsourcing as method to earn rewards & loyalty – innovative evolution idea http://bit.ly/9bPVTr via @jtwinsor @clintonbon

  • http://twitter.com/mullenar/status/16872945827 Regina Mullen

    RT @NolandHoshino: READ: Crowdsourcing: Beyond the Basics http://dlvr.it/1z1nN

  • http://twitter.com/effectiveexp/status/16876547835 EffectiveExperiences

    Reading (via @jaybaer): Advanced and next generation #crowdsourcing (lots to think about here from @clintonbon) http://om.ly/mdOB

  • http://twitter.com/leomee/status/16876956425 Leo Ferraro

    Crowdsourcing: Beyond the Basics http://dld.bz/hZGC
    RT @bullseyevideo

  • http://twitter.com/gonzifroni/status/16877731451 Gon Zifroni

    RT @jaybaer: Exploring advanced and next generation crowdsourcing (lots to think about here from @clintonbon) http://om.ly/mdOB

  • http://twitter.com/tongal/status/16877816006 Tongal, Inc.

    Nice crowdsourcing post by @clintonbon: Beyond the Basics – http://bit.ly/dDnNoU

  • http://twitter.com/nathalief/status/16878064336 Nathalie Soeteman

    Crowdsourcing: Beyond the Basics http://ht.ly/22rRN via @jaybaer

  • http://twitter.com/objmarketer/status/16878818125 objectivemarketer

    Interesting discussion on the next generation of crowdsourcing http://om.ly/mdUt via @jaybaer and @clintonbon

  • http://twitter.com/objmarketer/status/16878818125 objectivemarketer

    Interesting discussion on the next generation of crowdsourcing http://om.ly/mdUt via @jaybaer and @clintonbon

  • http://twitter.com/socialmediawave/status/16879167721 Craig Stark

    RT @objMarketer: Interesting discussion on the next generation of crowdsourcing http://om.ly/mdUt

  • http://twitter.com/ballona/status/16879438957 Ballona

    Interesting discussion on the next generation of crowdsourcing http://om.ly/mdUt

  • http://www.propeller.com/member/marcaccetta/ Marc Accetta Scam

    Crowdsourcing comes a long way in evolving your business to a brand.

  • http://twitter.com/redactedtv/status/16890442547 {redactedmedia}

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7N

  • http://twitter.com/redactedtv/status/16890442547 {redactedmedia}

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7N

  • http://twitter.com/redactedtv/status/16890442547 {redactedmedia}

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7N

  • http://twitter.com/webstratagem/status/16890443101 Patrick Calero

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7M

  • http://twitter.com/webstratagem/status/16890443101 Patrick Calero

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7M

  • http://twitter.com/webstratagem/status/16890443101 Patrick Calero

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7M

  • http://twitter.com/webstratagem/status/16890443101 Patrick Calero

    #mktg Crowdsourcing: Beyond the Basics – Guest post by Clinton Bonner, Director of Sales at Chaordix, specializing i… http://ht.ly/17Rv7M

  • http://twitter.com/parkhere/status/16890626578 Libby DeLana

    RT @jtwinsor: RT @AdHack: Evolution grows more public RT @SeanMoffitt: The next generation of Crowdsourcing http://bit.ly/9bPVTr via @cl …

  • http://twitter.com/billnigh/status/16891058607 Bill Nigh

    RT @lindegaard: Crowdsourcing: Beyond the Basics by Clinton Bonner, Chaordix http://bit.ly/dDnNoU

  • http://blog.mycroburst.com/ Christian Logan

    “Crowdsourcing, much like focused social media efforts.”

    I totally agree. They are almost the same and provide each other with ample control and push. Both can rely on each other. Social media is helping businesses (big or small) thrive and increase their customer strength. Here is an article I would like to share http://blog.mycroburst.com/5-social-media-sites-for-small-businesses/

  • http://twitter.com/anthonyonesto/status/16900783406 Anthony Onesto

    Crowdsourcing: Beyond the Basics http://bit.ly/8XLKCe | Great view of the future of crowdsourcing for companies and their customers.

  • http://twitter.com/jennifer_jone/status/16912979643 Jennifer Jones

    Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O

  • http://twitter.com/Jennifer_Jone Jennifer Jones

    Hi Clinton Bonner!
    I found this article very informative about crowdsourcing. Especially the tips that are mentioned for next-generation crowdsourcing. Great Job!

  • http://twitter.com/clintonbon Clinton Bonner

    Thanks Marc, I think there is a long way to go still too, and that involves the ability to deliver relevance to the end user by making the crowdsourced data actionable like never before.

  • http://twitter.com/tcreativo/status/16921010393 Territorio creativo

    #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/beatrizmpp/status/16921059750 Beatriz Muñoz

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/leon_labs/status/16921082540 JML

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/wikinnovacion/status/16921183001 emotools

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/clintonbon Clinton Bonner

    Hi Christian, glad you enjoyed the post and I'll check out the article you shared now too. I see many parallels between smart SM and thoughtful crowdsourcing and as I argued for above, the proper blending of the two can provide so much more than the 2 can as separate entities. Thanks and I do believe that was THE first time I've been 'quoted' … so I appreciate it!

  • http://twitter.com/clintonbon Clinton Bonner

    Thank you Jennifer, sincerely appreciated.

  • http://twitter.com/12designer_es/status/16921625792 Equipo 12designer

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/infoalg/status/16921743319 ActionLearningGroup

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/lima_limon/status/16923490892 Lima-Limón Creativos

    :) RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/fjsalcedo/status/16923566816 Francisco J. Salcedo

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/social_techbook/status/16923987390 Social Tech Book

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://bit.ly/bVuu7O

  • http://twitter.com/arey/status/16925762477 Amalio A. Rey

    RT @wikinnovacion RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D

  • autom

    by far one of the best observations on how crowdsourcing can and should be applied to marketing strategy – well done Clinton! autom

  • http://twitter.com/clintonbon Clinton Bonner

    Well that's just plain nice of you to say. If I can help in any other form, just let me know and thank you for the very kind words.

  • http://twitter.com/atimarketing/status/16929801763 ATI Attraction Mktg

    Crowdsourcing: Beyond the Basics http://bit.ly/cPPVpr

  • http://twitter.com/miguelfc/status/16930351516 Miguel Fernández C

    RT @tcreativo: #Crowdsourcing como tendencia http://bit.ly/dnUu0D Más allá de dar control a tus usuarios, co-crea con ellos

  • http://twitter.com/muwan/status/16930942425 Guillermo Cruz

    Crowdsourcing: más allá de las bases – http://bit.ly/bVuu7O #in

  • http://twitter.com/zards/status/16935308063 zards

    Next generation of crowdsourcing: co-creation, control & constant by @jaybaer http://bit.ly/dDnNoU via @okl @openworld

  • http://twitter.com/xnetinfosys/status/16935309239 XNet

    Next generation of crowdsourcing: co-creation, control & constant by @jaybaer http://bit.ly/dDnNoU via @okl @openworld

  • http://twitter.com/cawlin/status/16937649935 Colin Sproule

    Nice blog post by our man @clintonbon http://cawl.in/-/1l

  • http://twitter.com/jamiecrager/status/16938632037 Jamie Crager, CEO

  • http://twitter.com/clintonbon/status/16940042139 Clinton Bonner

    Overdue thx to @Superblue for helping me refine my thoughts on the recent #Crowdsourcing post, she did one amazing edit http://bit.ly/bVuu7O

  • http://twitter.com/intersection1/status/16941946667 Mark Smiciklas

    Crowdsourcing: Beyond the Basics – Convince & Convert http://ow.ly/22Giq

  • http://twitter.com/glennfriesen Glenn Friesen

    I think there's a misunderstanding that “control” is more important than “order”. If you can control the constraints of a system, you can influence the order within that system. In crowdsourced systems – or in self-organizing systems – control of the community from the top down by administrative decree won't work — but controlling the captology of the system just might.

  • http://twitter.com/superblue/status/16944705706 Sarah Blue

    @clintonbon Oh, you're welcome! Enjoyed reading your post: http://bit.ly/bVuu7O

  • http://twitter.com/superblue/status/16944705706 Sarah Blue

    @clintonbon Oh, you're welcome! Enjoyed reading your post: http://bit.ly/bVuu7O

  • http://twitter.com/clintonbon Clinton Bonner

    Great nuanced point there Glenn. From my experience, so many are hesitant to relinquish 'control', so my choice of that word was to demonstrate that the actual meaning has shifted or at least that new ways now exist to exert 'control' … If the output was what you desired, and you employed certain tactics to drive those outputs, does that not equate to some form of purposeful control?

    BTW, want to state I agree with you that an autocratic top-down approach is a non workable approach in a crowdsourcing construct. You do indeed need order, a clear path(s) to contribution, but the self selection of the individual is ESSENTIAL. They must choose what they care to work on, submit, iterate on and not be forced because the outputs will likely suffer dearly.

    The individual will gravitate towards the work they wish to do and in a space they are passionate about. Setting the construct in place to do this correctly (multiple initiatives, varied ways to contribute) while on the surface seems like a completely NON-controlled environment, is in itself a form of 'control'.

    I think you made a really great point Glenn and for those who want more on Captology (the study of computers as persuasive technologies) here is a GREAT place to dive in http://captology.stanford.edu/

    Thanks so much Glenn, good stuff!

  • http://twitter.com/hotinmarketing/status/16945397613 Hot In Marketing

    Crowdsourcing: Beyond the Basics | Guest Posts | Social Media Consulting – Convince & Convert http://shrten.com/2cdl

  • http://twitter.com/ideavibes Paul Dombowsky

    Excellent points. I think the one question about who holds the brand may be missed though. The brand is held with the crowd – customers have their own perception from their experiential viewpoint. Prospects have theirs based on their interpretation from numerous external influences. Companies are losing more and more control of their brand to the crowd and their ability to deal with this and not fight it will be where success lies.
    At Ideavibes, we are working on those conversations that are happening and helping companies respond in a way that reflects how they want their brand promise to be perceived. Despite what pr thinks – these conversations cannot be controlled or managed and we have all seen what happens when the crowd believe they are trying to be handled. Success with the crowd lies in authenticity.

    Interesting discussion.

    Paul

  • http://twitter.com/internetcoachfr/status/16966337130 sadie harris

    Crowdsourcing: Beyond the Basics http://bit.ly/co6n3A

  • http://twitter.com/mmesocialmedia/status/16966547896 sadie harris

    Crowdsourcing: Beyond the Basics http://bit.ly/co6n3A

  • http://twitter.com/mariamcq/status/16968123116 mariamcq

    RT @JamieCrager: Next generation of #crowdsourcing: co-creation, control & constant by @clintonbon http://bit.ly/dDnNoU MUST READ! (RT @ …

  • http://twitter.com/azsocialmedia/status/16969624859 Arizona Social Media

    C&C Blog Post – Crowdsourcing: Beyond the Basics http://bit.ly/aVm2eq RT Please

  • http://twitter.com/jodimaas/status/16972347550 Jodi Mallow Maas

    Crowdsourcing: Beyond the Basics http://bit.ly/cPPVpr

  • http://twitter.com/sadiemharris/status/16986662700 Sadie Harris

    Crowdsourcing: Beyond the Basics http://bit.ly/co6n3A

  • http://twitter.com/fiorenzamella/status/16999123555 Fiorenza Mella

  • http://twitter.com/arenddlooze/status/16999139255 Awadelooze

    RT @FiorenzaMella: Crowdsourcing: Beyond the Basics http://bit.ly/bwo69K

  • http://twitter.com/depepi/status/17003787285 dePEPI

    RT @FiorenzaMella: Crowdsourcing: Beyond the Basics http://bit.ly/bwo69K

  • http://twitter.com/clintonbon Clinton Bonner

    Would disagree a bit Paul. Controlling the conversation has never worked in the long run, because truth escapes eventually. The 2.0 has allowed 'truths' to escape literally instantaneously. I think we both agree with that. Where I diverge is the sense or the notion that companies are losing more and more control over their brand.

    When in the history of man could so many millions be reached, in so many parallel conversations? The answer is of course, never before now. A brand can not control what an individual shares in detail with their peers and they NEVER could, but now, that brand can shape the landscape as to where these conversations are taking place, and guide the consumer through a variety of ways to interact with the brand, that are albeit fun and rewarding, but ultimately giving the brand the desired outputs they were seeking when they set up the 'construct'.

    I've said it below in other comments that it is a new type of 'control' and it is gained in wholly new manners than pseudo-control gripped by an autocratic fist (which will eventually fail) … but I will defend the notion that today, more than ever in the history of man, companies have far more 'control' over their brand than ever before. How they shape these playing fields, how they infuse the brand into existing playing fields, and how confident they are to let the conversations be truly authentic are some of the key challenges they will face.

    All this data and the ability to take these conversations and make them actionable enhancements or innovations that affects consumer behavior is ultimately, control.

    I suspected when I brought the 'C' world up on a Soc. Med. focused blog I would be challenged on it, and I'm glad that I am, thanks so much Paul for your contribution to the discussion.

  • http://scottmonty.com scottmonty

    Okay, Clinton – we'll go further. How's this? http://www.fordstory.com/your-ideas :-D

    Thanks for using Ford as a positive example. We're always striving to improve and we know it's a journey, not a destination.

    Scott Monty
    Global Digital Communications
    Ford Motor Company

  • http://twitter.com/clintonbon Clinton Bonner

    Hi Scott, means a lot you stopped in and shared and I do hold Ford in a very special light. I have been overly impressed with the 180 your company has been able to perform and the brand 'love' you have been able to re-establish.

    Checking out the 'Your Ideas' now and thanks again for sharing !

  • http://twitter.com/blurmarketing/status/17024875860 blur Marketing

    Crowdsourcing: Beyond the Basics http://ow.ly/2396w

  • http://twitter.com/growthworknet/status/17025151067 Growth WorkNet

    Interesting article on three aspects of crowdsourcing: co-creation, constant, and control http://bit.ly/doV9yK

  • http://twitter.com/ericbuchegger/status/17028448571 Eric Buchegger

    The three C's of the next generation of #crowdsourcing – Co-creation, Constant, and Control http://ow.ly/23j5N

  • http://twitter.com/appranch/status/17039763288 Jei Gaither

    RT @blurMarketing: Crowdsourcing: Beyond the Basics http://ow.ly/2396w

  • http://twitter.com/kentbeatty/status/17048703867 Kent Beatty

    RT @elizabethsosnow The 3 C’s of Next Generation Crowdsourcing: Co-Creation, Constant, and Control via @jaybaer http://bit.ly/98Cvjp

  • http://www.marketingscrolls.com/effective_b2b_marketing_tools.php B2B Marketing Tools

    This new innovative strategy to manage the social media marketing which is containing the great idea that is the ” 3Cs “…great..keep sharing.

  • http://twitter.com/socialnicole/status/17112378715 Nicole Harrison

    Crowdsourcing: Beyond the Basics http://is.gd/d5lvb

  • http://twitter.com/goodzuma/status/17114405586 Chad Boettcher

    #Crowdsourcing: Beyond the Basics http://ht.ly/23FEh

  • http://twitter.com/michaelwellison/status/17114406513 Michael Ellison

    #Crowdsourcing: Beyond the Basics http://ht.ly/23FEk

  • http://twitter.com/cycylarson/status/17115264663 Cycy Larson

    RT @Socialnicole: Crowdsourcing: Beyond the Basics http://is.gd/d5lvb

  • http://twitter.com/appranch/status/17121101427 Jei Gaither

    RT @MichaelwEllison: #Crowdsourcing: Beyond the Basics http://ht.ly/23FEk

  • http://twitter.com/snaimath/status/17123897954 Syed Naimath

    #Crowdsourcing: Beyond the Basics – http://ow.ly/23DgD by @clintonbon via @jaybaer

  • http://twitter.com/virginiog/status/17152138033 Virginio Gallardo

    #Crowdsourcing como tendencia Beyond the Basics http://bit.ly/dnUu0D Co-crea con tus usarios RT @wikinnovacion @tcreativo

  • http://twitter.com/causepublicity/status/17163759403 MJ Van Skylar

    RT @Socialnicole: Crowdsourcing: Beyond the Basics http://is.gd/d5lvb

  • http://twitter.com/maunamedia/status/17169869669 Mauna Media

    RT @virginiog: #Crowdsourcing como tendencia Beyond the Basics http://bit.ly/dnUu0D Co-crea con tus usarios RT @wikinnovacion @tcreativo

  • http://twitter.com/btdirectories/status/17186800111 BTCustomerstreet

    This is good: Crowdsourcing: Beyond the Basics – http://bit.ly/9AOBev #BTCustomerstreet

  • http://twitter.com/evastattin/status/17233293767 Eva Stattin

    Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O

  • CorporateSocialNetworkSoftware

    This is excellent information. Crowdsourcing is still new to many but it is incredibly powerful and I think it is going to be the backbone of most marketing strategies over the next 12 – 18 months.

  • http://twitter.com/clintonbon Clinton Bonner

    Very much appreciate you taking the time to comment, means a lot!

  • http://twitter.com/axbom/status/17243751348 Per Axbom

    RT @evastattin: Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O

  • http://twitter.com/clintonbon Clinton Bonner

    It is rather possible. Your point is spot on regarding it being the 'backbone' because it plugs so easily into soc. med. efforts, while allowing the companies to gather such relevant and focused data on the brand. That flexibility calls for some smarts to operate it all, but when applied correctly, it truly can be the 'backbone' of most mktg strategies … well said.

  • http://twitter.com/jeffhurt/status/17283206471 Jeff Hurt

    Crowdsourcing: Beyond the Basics by @clintonbon via @jaybaer http://ow.ly/24ibB

  • http://twitter.com/klrichardson/status/17294560935 Kevin Richardson

    RT @Jeffhurt: Crowdsourcing: Beyond the Basics by @clintonbon via @jaybaer http://ow.ly/24ibB

  • http://twitter.com/evansfinch/status/17317356287 EvansFinch

    This is a great primer article on crowd-sourcing, the mechanism at the heart of our challenges. http://ow.ly/24zNs ^CK

  • http://twitter.com/garritypr/status/17332830057 Garrity Group

    Another @JayBaer gem ”Crowdsourcing: Beyond the Basics” http://bit.ly/aoSARl

  • http://twitter.com/evansfinch/status/17343984320 EvansFinch

    @nigeladams thought you might be interested in this, social media marketing, crowd-sourcing http://ow.ly/24Msz #smmuk ^CK

  • http://twitter.com/benwagenaar/status/17398539547 Ben Wagenaar

    RT @evansfinch: @nigeladams interesting blog on crowd-sourcing for social media marketing http://ow.ly/24Msz #hcsmeu #hcsm #socpharma

  • http://twitter.com/evansfinch EvansFinch

    To describe crowdsourcing as new is an understatement but I would consider it to be a key part of understanding how people interact and engage online today. Some commenters talk about it being the backbone of marketing strategies for the next 12-18 months, backbone is right, the timeframe is wrong – I think these techniques will quickly form the status quo as they reflect the way that consumers expect to (and do) interact online.

    Organisations (not just commercial ones but public sector too) must adapt their world view and figure out how to harness the power of this. Some, like Ford for example, are further ahead with their thinking than others.

    Based in Bristol, England we applied our Crowd-sourced Market Insight tool to the UK General election earlier this year (http://www.election2010challenge.co.uk) with fantastic results. And we're currently looking at ways to work with local government to bring this technology and these technique to bear on a more participatory democratic system. Fortunately, being based in Bristol is a huge benefit as Bristol City Council is one of the most progressive in the country, if not the world in this area.

  • http://twitter.com/visionandgrowth/status/17435636509 Sean Simone

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://bit.ly/bVuu7O

  • http://twitter.com/creativebizman/status/17751317505 Steve Ballantyne

    How brands can use crowd sourcing to strengthen the customer relationship http://ht.ly/26Tj7

  • http://twitter.com/constantinidesa/status/17778889093 A. Constantinides

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://bit.ly/bVuu7O

  • http://twitter.com/johnsong/status/17796854699 John Song

    Crowdsourcing can help research initiatives (via convince & converge). http://bit.ly/dDnNoU

  • http://twitter.com/btdirectories/status/17845239874 BTCustomerstreet

    Interesting read: Crowdsourcing: Beyond the Basics – http://is.gd/dgX7g #BTCustomerstreet

  • http://twitter.com/agotthelf/status/17847941441 Andreas Gotthelf

    Crowdsourcing: Beyond the Basics by Clinton Bonner, Chaordix http://bit.ly/dDnNoU via @lindegaard #scrm http://fb.me/uE5kAT67

  • http://twitter.com/socialcapitalma/status/18378527790 Social Capital

    #Crowdsourcing: Beyond the Basics. http://ow.ly/29Ww7

  • http://twitter.com/ubervu/status/18603719612 ubervu

    Crowdsourcing: Beyond the Basics – http://bit.ly/bVuu7O

  • http://twitter.com/premier_studios/status/20761932665 Premier Studios

    Crowdsourcing: Beyond the Basics – http://om.ly/qfkj

  • http://twitter.com/hannahdemilta/status/20761943754 Hannah DeMilta

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/nateriggs/status/20762415820 Nate Riggs

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/zaneology/status/20762618211 Zane Aveton

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/renee3/status/20763540710 Renée Warren

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/renee3/status/20763540710 Renée Warren

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/lorimoreno/status/20764053758 LoriMoreno

    RT @zaneology RT @jaybaer
    Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/lorimoreno/status/20764053758 LoriMoreno

    RT @zaneology RT @jaybaer
    Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/inseansopinion/status/20764613276 Sean Bailey

    RT @Renee3: RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/inseansopinion/status/20764613276 Sean Bailey

    RT @Renee3: RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/funkstop/status/20764832201 radatia

    This is a good read. RT @Renee3: RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/funkstop/status/20764832201 radatia

    This is a good read. RT @Renee3: RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/nick_hofer/status/20765622689 Nick Hofer

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/nick_hofer/status/20765622689 Nick Hofer

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • http://twitter.com/kampeergek/status/20767864149 Bart

    RT @jaybaer: Crowdsourcing: Beyond the Basics http://om.ly/qfkj

  • letstalkandchat

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