Community Management, Content Marketing, Social Media Case Studies, Social Media Strategy, Brand Communities, Crowd Sourcing, Social Media Marketing

Crowdsourcing Your Dog Food

One of the most overlooked benefits of building or facilitating an online community around your brand is the market research opportunities. Your brand community – even if nascent and emerging – consists of hundreds or thousands of customers that are familiar enough with your company (and care enough about it) to self-identify as a fan/friend/member. What better laboratory are you going to find?

A primary element of your social media activation strategy should be at least quarterly surveys of your fans. That should just be routine. But sometimes, you can use your brand community for specific, targeted research and product development efforts.

As I describe in the video post below, Del Monte developed a successful new product (Snausages Bacon and Eggs dog snacks) based almost entirely on feedback from their brand community. (NOTE: I eat snausages in this video. Not a great idea, as it turns out.)

(Video got messed up on this, but for obvious reasons, this was a one take situation)

Here’s another good piece on the subject of using customers for research, from John Kembel on MarketingProfs.

Are you thinking of your online fans as a source for product or service feedback BEFORE you create the product, not just after it launches? Maybe you should.

  • http://twitter.com/ChrisBook/statuses/2443138486 ChrisBook (Chris Book)

    Twitter Comment


    Webby for best blog post: See @jaybaer and his latest video [link to post] – Posted using Chat Catcher

  • http://twitter.com/ChrisBook/statuses/2443138486 ChrisBook (Chris Book)

    Twitter Comment


    Webby for best blog post: See @jaybaer and his latest video [link to post]

    Posted using Chat Catcher

  • http://twitter.com/davidalston/statuses/2443149544 davidalston (David Alston)

    Twitter Comment


    RT @jaybaer: [link to post] visual shout out to @ambercadabra and @davidalston with my @radian6 shirt [and he eats snausages as well] – Posted using Chat Catcher

  • http://twitter.com/davidalston/statuses/2443149544 davidalston (David Alston)

    Twitter Comment


    RT @jaybaer: [link to post] visual shout out to @ambercadabra and @davidalston with my @radian6 shirt [and he eats snausages as well]

    Posted using Chat Catcher

  • http://twitter.com/davidalston/statuses/2443115724 davidalston (David Alston)

    Twitter Comment


    @jaybaer ROTFL – I can’t believe you ate the playdough snausages :)Posted using Chat Catcher

  • http://twitter.com/davidalston/statuses/2443115724 davidalston (David Alston)

    Twitter Comment


    @jaybaer ROTFL – I can’t believe you ate the playdough snausages :)

    Posted using Chat Catcher

  • http://twitter.com/sietsema/statuses/2443615570 sietsema (sietsema)

    Twitter Comment


    @jaybaer man of the people. willing to eat “campfire smoke injected playdough” dog treats in the name of SM education [link to post] – Posted using Chat Catcher

  • http://twitter.com/sietsema/statuses/2443615570 sietsema (sietsema)

    Twitter Comment


    @jaybaer man of the people. willing to eat “campfire smoke injected playdough” dog treats in the name of SM education [link to post]

    Posted using Chat Catcher

  • http://www.strategicinsight.com/ Lee Steele

    Jay – You’re the man! At least you didn’t say “Tastes like chicken.” Keep up the good work.

  • http://www.strategicinsight.com Lee Steele

    Jay – You’re the man! At least you didn’t say “Tastes like chicken.” Keep up the good work.

  • http://twitter.com/shlee93/statuses/2444086751 shlee93 (Mandy Lee)

    Twitter Comment


    Great video blog about using YOUR audience as a focus group…and includes my friend @jaybaer eating Snausages. [link to post] – Posted using Chat Catcher

  • http://twitter.com/shlee93/statuses/2444086751 shlee93 (Mandy Lee)

    Twitter Comment


    Great video blog about using YOUR audience as a focus group…and includes my friend @jaybaer eating Snausages. [link to post]

    Posted using Chat Catcher

  • Anonymous

    Wow.

  • http://www.hmapr.com Abbie S. Fink

    Wow.

  • http://twitter.com/chokha/statuses/2444505546 chokha (chokha)

    Twitter Comment


    Crowdsourcing Your Dog Food | Social Media Marketing | Social … [link to post] – Posted using Chat Catcher

  • http://twitter.com/chokha/statuses/2444505546 chokha (chokha)

    Twitter Comment


    Crowdsourcing Your Dog Food | Social Media Marketing | Social … [link to post]

    Posted using Chat Catcher

  • http://twitter.com/MotleyMutt/statuses/2444723798 MotleyMutt (Mike Shaffer)

    Twitter Comment


    Crowdsourcing Your Dog Food | Social Media Marketing | Social …: Social Media Strategy Blog Social Media Consu.. [link to post] – Posted using Chat Catcher

  • http://twitter.com/MotleyMutt/statuses/2444723798 MotleyMutt (Mike Shaffer)

    Twitter Comment


    Crowdsourcing Your Dog Food | Social Media Marketing | Social …: Social Media Strategy Blog Social Media Consu.. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/jeffbaer/statuses/2444054473 jeffbaer (jeffbaer)

    Twitter Comment


    RT @jaybaer: Convince and Convert New Vid Blog [link to post]
    How will he top snausage eating? Home kidney transplant kit? – Posted using Chat Catcher

    • http://twitter.com/SusanBaier/statuses/2445083041 SusanBaier (Susan Baier)

      Twitter Comment


      @jaybaer DAMN. Should have thought of this before you helped me get my gall bladder removed. We could have collaborated! – Posted using Chat Catcher

  • http://twitter.com/jeffbaer/statuses/2444054473 jeffbaer (jeffbaer)

    Twitter Comment


    RT @jaybaer: Convince and Convert New Vid Blog [link to post]
    How will he top snausage eating? Home kidney transplant kit?

    Posted using Chat Catcher

    • http://twitter.com/SusanBaier/statuses/2445083041 SusanBaier (Susan Baier)

      Twitter Comment


      @jaybaer DAMN. Should have thought of this before you helped me get my gall bladder removed. We could have collaborated!

      Posted using Chat Catcher

  • http://www.audienceaudit.com/ Susan Baier

    Great post, JB — absolutely right. If Tropicana had done this, they wouldn’t have had such a massive rebranding FAIL.
    .-= Susan Baier´s last blog ..Use Your Insight to Torpedo Your Marketing Efforts =-.

  • http://www.audienceaudit.com Susan Baier

    Great post, JB — absolutely right. If Tropicana had done this, they wouldn’t have had such a massive rebranding FAIL.
    .-= Susan Baier´s last blog ..Use Your Insight to Torpedo Your Marketing Efforts =-.

  • http://twitter.com/SusanBaier/statuses/2445104887 SusanBaier (Susan Baier)

    Twitter Comment


    Great post from @jaybaer about value of your customers in new prod development – and not just because he eats Snausages. [link to post] – Posted using Chat Catcher

  • http://twitter.com/SusanBaier/statuses/2445104887 SusanBaier (Susan Baier)

    Twitter Comment


    Great post from @jaybaer about value of your customers in new prod development – and not just because he eats Snausages. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/michaeljbarber/statuses/2445581787 michaeljbarber (Michael Barber

    Twitter Comment


    “Not sure I’d serve that at a dinner party” understatement of the year. @jaybaer eats dog snacks & talks crowdsourcing [link to post]. – Posted using Chat Catcher

  • http://twitter.com/michaeljbarber/statuses/2445581787 michaeljbarber (Michael Barber)

    Twitter Comment


    “Not sure I’d serve that at a dinner party” understatement of the year. @jaybaer eats dog snacks & talks crowdsourcing [link to post].

    Posted using Chat Catcher

  • http://twitter.com/shlee93/statuses/2445333460 shlee93 (Mandy Lee)

    Twitter Comment


    @jaybaer why oh why did the video have to cut out…i was looking forward to the actual look on your face when you ate that snausage. – Posted using Chat Catcher

  • http://twitter.com/shlee93/statuses/2445333460 shlee93 (Mandy Lee)

    Twitter Comment


    @jaybaer why oh why did the video have to cut out…i was looking forward to the actual look on your face when you ate that snausage.

    Posted using Chat Catcher

  • Mark Klein

    Brings new meaning to the phrase”eating your own dogfood”.I would assume the Del Monte marketing people used this same taste test approach.Of course, I assume they taste tested with real dogs as well somewhere in the process.

  • http://www,valveinteractive.com Mark Klein

    Brings new meaning to the phrase”eating your own dogfood”.I would assume the Del Monte marketing people used this same taste test approach.Of course, I assume they taste tested with real dogs as well somewhere in the process.

  • http://twitter.com/QualVu/statuses/2447465312 QualVu (QualVu)

    Twitter Comment


    RT cgraeber : @jaybaer Yes I ate snausages on camera…Your customers are a prod dev goldmine [link to post] – Posted using Chat Catcher

  • http://twitter.com/QualVu/statuses/2447465312 QualVu (QualVu)

    Twitter Comment


    RT cgraeber : @jaybaer Yes I ate snausages on camera…Your customers are a prod dev goldmine [link to post]

    Posted using Chat Catcher

  • http://twitter.com/davidhibbs/status/2443887120 David Hibbs

    Are You Using Your Community for Crowd-Sourced Product Development? http://tr.im/qG5p <- great video, @jaybaer eats snausages!

  • http://twitter.com/jeffbaer/status/2444054473 jeffbaer

    RT @jaybaer: Convince and Convert New Vid Blog http://bit.ly/AbyDG
    How will he top snausage eating? Home kidney transplant kit?

  • http://twitter.com/shlee93/status/2444086751 Mandy Lee

    Great video blog about using YOUR audience as a focus group…and includes my friend @jaybaer eating Snausages. http://bit.ly/AbyDG

  • http://twitter.com/jaybaer/status/2445510745 Jay Baer

    Yes I ate snausages on camera. Don’t let that obscure point of this video: Your customers are a product dev gold mine http://bit.ly/AbyDG

  • http://twitter.com/michaeljbarber/status/2445581787 Michael Barber

    “Not sure I’d serve that at a dinner party” understatement of the year. @jaybaer eats dog snacks & talks crowdsourcing http://bit.ly/AbyDG.

  • http://twitter.com/qualvu/status/2447465312 QualVu

    RT cgraeber : @jaybaer Yes I ate snausages on camera…Your customers are a prod dev goldmine http://bit.ly/AbyDG

  • http://twitter.com/socialmediarule/status/2447625205 Henry Alicea

    Crowdsourcing Your Dog Food | Social Media Marketing | Social … http://tinyurl.com/m4mxty

  • http://twitter.com/smallbiztwit/status/2448466179 Steven Moore

    Crowdsourcing Your Dog Food | Social Media Marketing | Social Media Consulting – Convince & Convert http://ow.ly/gq5L #smallbiz

  • http://twitter.com/thedynamiteguy/status/2448636967 William Reynolds

    Crowdsourcing Your Dog Food | Social Media Marketing | Social … http://bit.ly/yEuga

  • http://twitter.com/jerahcameron/status/2449588361 Jerah Cameron

    Crowdsourcing Your Dog Food | Social Media Marketing | Social …: Social Media Strategy Blog Social Media Consu.. http://bit.ly/2riAR

  • http://twitter.com/pitchtweets/status/2452459702 Kyle Ransom

    Crowdsourcing Your Dog Food | Social Media Marketing | Social …: One of the most overlooked benefits of buildi.. http://bit.ly/A4D1C

  • http://twitter.com/kentropic/status/2458225001 Ken Moir

    THAT’s commitment: @JayBaer eats a couple of Snausages on video to make his point about #socialmedia: http://is.gd/1mzQ0 <unforgettable!>

  • http://twitter.com/jfavreau/status/2459124406 Jfavreau

    RT @tweetmeme Crowdsourcing Your Dog Food | Social Media Marketing | Social Media Consulting – Convince & Convert http://cli.gs/43MYP

  • http://twitter.com/abbief/status/2459155984 Abbie S. Fink

    Have you seen this video by @jaybaer? Not only informative but he actually tests out the product. Give it a look: http://bit.ly/4XaWR

  • http://www.mesablogger.com/ @Takuya_Hikichi

    Jay,

    Been subscribing to your blog for about a month. Nice to see a fellow AZ blogger. Will be up in Flagstaff in two weeks to cool off. Can’t wait.
    .-= @Takuya_Hikichi´s last blog ..The Moment We’re Living Through =-.

  • http://www.mesablogger.com @Takuya_Hikichi

    Jay,

    Been subscribing to your blog for about a month. Nice to see a fellow AZ blogger. Will be up in Flagstaff in two weeks to cool off. Can’t wait.
    .-= @Takuya_Hikichi´s last blog ..The Moment We’re Living Through =-.

  • http://twitter.com/traceyfloming/status/2498882942 traceyfloming

    Reference to @jkembel article in MarketingProfs in this fun blog post about using brand communities for market research: http://bit.ly/ckV3i

  • http://twitter.com/j_fuji/status/19855113242 Jordy Fujiwara

    @AllieBrosh If that dogpaste enters your body it should be done on video with a thoughtful analysis a la @jaybaer: http://lnkby.me/pw

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