Crowdsourcing marketing = self-made influence + self-made productivity

What are the crowdsourcing? is the network era of rationalization proposals, and crowdsourcing in China to play the kind of, so that rationalization proposals into a device. Only to change the concept, according to their own product characteristics, the choice is a single self-made influence, or self-made productivity + self-made influence to combine, can let the public package this new concept fell to the ground.

Wen/Zhang Shule
Was omitted in the publication of the 8th issue of the sales and Marketing and Management edition of 2012
　　　　
2010 Millet Company in the development of MIUI operating system when the use of "crowdsourcing" mode: through the Millet Forum with the fan interactive collection of views, weekly update version, make product improvement. The development of the millet mobile phone has also continued this model: before the development of new features of mobile phones will be through the forum before the user to reveal some ideas, or in the official version one or two weeks before the release, let users vote to choose what kind of products.
　　　　
This "crowdsourcing" mode allows millet mobile phone to obtain a surprising success, despite the constant criticism, but the function of the "criticism" but its more and more mature. And Millet is not the only one to rely on crowdsourcing marketing to gain the domestic companies, and its crowdsourcing mode is very immature, very early stage.

is actually the rationalization proposal

What is crowdsourcing? Officially, it is a technical term invented by Wired magazine in 2006 to describe a new business model in which companies use the Internet to assign jobs, discover ideas, or solve technical problems. Crowdsourcing marketing model refers to the task of crowdsourcing is usually carried out by individuals, crowdsourcing refers to a company or organization in the past by the internal staff to carry out the work of the task. But when it comes to tasks that require more than one person to collaborate, it can also be presented in the form of individual production that relies on open source.

But in fact, crowdsourcing is not a particularly new thing, before the internet era, it has existed in China, with the Chinese people familiar with the words to explain, in fact, the public purse is the network version of rationalization, or rationalization is the traditional version of the package.

In simple terms, in the past, the rationalization proposals need to be carried out through meetings or solicitation of the way, narrow and show the composition of more, and the internet age, this sense of barrier is broken, the gap between people in the six-degree space theory to achieve the best solution, and the network version of rationalization--crowdsourcing, Therefore, there is the most effective soil, even if the proposal of the people do not know, never meet.

Wired Magazine's senior editor Jeff Hau a very interesting case at the beginning of the bestseller "Crowdsourcing," a threadless clothing-type electric Dealer's Web site that has been on the rise for a short time, with a simple knack for the site's weekly design competition, nearly 700 Participants uploaded the T-shirt design to the website and then voted to select six of them for printing. Threadless allows viewers to grade the design by 5 points, and the site staff picks winners from the most popular works. Six lucky artists each received 1000 dollars in cash and prizes, and their names were printed on the labels of finished products, and the company won the design. And these are not from the hands of professional designer T shirt is very popular, each month this site can sell 60,000 t-shirts, each year has more than 5 million dollars in profits, and these are selected to sell the original T-shirt, has not been a sales performance is not ideal.

However, this is not the only case of using crowdsourcing marketing to get more rationalization for itself, and not just internet companies, but even traditional companies, BMW's car design looks sophisticated, not the average netizen can participate in, But BMW is still trying to provide users with online tools to help them participate in the BMW design, its peers and rival Peugeot have gone further, by hosting the Peugeot design competition to allow netizens to design their own cars, and internet companies such as Google and Amazon are also flaunting their own way through crowdsourcing, Continue to absorb the suggestions from all sides of netizens.

In fact, not everything can be crowdsourcing
　　　　
But this is far from enough, and can even be said, in a large number of crowdsourcing marketing cases, the real fall to implement the very few, most of the rationalization proposals in fact are ultimately unreasonable disregard, many of the use of crowdsourcing enterprises more of the concept of crowdsourcing as a publicity stunt, that is similar to the collection of the latest product name Grand Prix, just to promote, And not really used in business and products. In short, it is to let the crowdsourcing marketing as a way of promoting the influence of self.
　　　　
There is a very good habit in the country, that is, there is no fresh mode of the first time to replicate, which makes crowdsourcing marketing in the early two years once big line.
　　　　
But the effect was not as good as expected, as will have been the package as a signboard of the smartphone industry, but also the crowdsourcing as a simple and easy user experience test, such as millet by the user vote to decide what input method, the results of the original Android input method is ranked in the back, and Sogou input law to obtain more support, Millet mobile phone In accordance with the user's choice to revise, and soon after, again voted to choose the input method, millet mobile phone will be pre-installed in the system no longer preset any input method.
　　　　
Seemingly user-oriented, in fact, this crowdsourcing marketing can only be a shallow level of a user opinion collection and effect feedback, its own product quality can not be intrinsically improved, and therefore this crowdsourcing does not reflect the number of people to help achieve product quality and experience on the soaring effect, on the contrary, it reflects more marketing content, That is, through the collection of rationalization proposals, so as to provide recommendations to the way of word-of-mouth dissemination, to promote more users to produce product cohesion and brand reputation, and let the product better sales.
　　　　
This point in the earlier mentioned car manufacturers in the crowdsourcing marketing more fully, almost no real meaning of the package by the user-designed cars appear in the market, and the details of the small adjustment is not enough to prove the effect of the package, of course, from another level of significance, Because the automobile and so on the product has the very fine processing and the design significance, therefore the ordinary netizen also does not have the real assistance production the ability, this kind of public package because of congenitally deficient, can only as one kind of design auxiliary means and the marketing promotion means existence.
　　　　
Thus, crowdsourcing marketing is not omnipotent, it is very strong industry limitations, in many needs of strong professional technology and research and development experience in the precision design industry, it stays in the stage of marketing means, because of this, crowdsourcing marketing a core feature also emerged, that is, word-of-mouth effect, through the public package This means, the collection of rationalization proposals, For the brand to establish pro-civilian characteristics, forming a strong and powerful word-of-mouth accumulation, so as to create a good market atmosphere for the sale of products.

In fact, crowdsourcing can also play

crowdsourcing marketing it is difficult to achieve its network of large-scale production of the ultimate goal, but only in a word-of-mouth marketing tool? Is it possible to achieve higher levels of self productivity through the participation of netizens? To achieve this level of breakthrough, the key lies in how to use good interest-oriented strategy. The success of the World of Warcraft, a well-known web game produced by Blizzard, has contributed to a lot of packages, in this game, there is a very special setting, that is, the game at the beginning of the design to open a interface called UI, anyone can through this interface, design a variety of games can provide convenient plug-ins, Like showing your opponent's blood volume, quick Set action type, game map, such as GPS, these plug-ins are designed by the player, upload to the relevant site for other users to download, each player can according to their own needs to design or load different plug-ins, so that more Warcraft players enjoy more rich game fun.

World of Warcraft production director Shawn Dabiri more bluntly: "There are some changes that have been made as a result of UI design, some will be limited in later versions, some will even be integrated into the game after the game is officially launched, and at this stage we encourage you to design the UI, This helps us test and determine what is permissible and what is forbidden. "Obviously, by taking advantage of the player's own wisdom, Blizzard has found a way to make its game better, which allows players to design their own plug-ins rather than Blizzard's early presets, which has been extremely popular with gamers and has captured the hearts of up to 11 million players."

Obviously this is a very successful crowdsourcing marketing strategy, not only in the Word-of-mouth benefits, but also the product itself has undergone a qualitative change in the game later in the update of the film, the early most popular plug-ins are "amnesty", became a game of fresh blood. The idea of Blizzard's "doctrine", and the cost savings of designing it for free by global programmers, is not shrewd.

and one of the obvious features of this crowdsourcing marketing is interest-oriented, although most players and amateur designers don't get paid directly for money, as amateur designers who design T-shirts directly for threadless. But their love for the game became a direct drive to design plug-ins to improve the game's driving force, became a benefit-oriented.

Similar to the classic game "DOOM", through open source, the game has been in the hands of various grass-roots designers have been modified to thousands of different versions of the game, in 1995, even the United States Marines have joined the revision of the ranks of the DOOM, the "DOOM" To the software that simulates military training, which is the standard combat scene, and the weapons are all replaced by the Marines.Equip ... And today, this game still has a huge user group, this is based on the state of public purse marketing is really work.

This interest-driven drive is actually more visible in Apple's App Store, where the biggest profit point for Apple's iphone, ipad and other products is not in the product's own sales, but after sales, The App Store model inspires developers to make a lot of inexpensive software. This pattern is similar to plug-ins, except that it allows developers to make money, making it easier for developers to connect to the end consumer in a larger context, to participate directly in the sales divide, and to minimize the resistance to the value chain. A large number of program developers formed the mobile phone online software store product production base, and developers can publish their own works, to meet commercial conditions can be online sales, to obtain high returns. After its launch, in the beginning of 2012, the user's global download has exceeded the 25 billion mark, the total number of applications exceeded 650,000, the developer profit reached 5 billion U.S. dollars.

the way in which all kinds of developers from all over the world participate in the profit-sharing approach is a great stimulus to participation, and this benefit-oriented strategy, with its strong monetary allure, has also made Apple's crowdsourcing marketing a quality leap for its products. After all, whether it's an iphone or an ipad, it's a platform, with no crowdsourcing apps for users to choose from, and it will be nothing without the real personalization experience.

There are similar marketing exploration in China, such as Tencent through the q+ open platform, in the form of profit-sharing, the intention to absorb the application from all parties involved in the formation of an effective crowdsourcing marketing system; A number of microblogging platforms have launched an open interface, For netizens to design a variety of applications to make micro-blog on the basis of the application system to become more colorful; some E-commerce sites are also actively introducing similar threadless-like DIY products for netizens to choose from, but at this stage, it seems that the effect of this crowdsourcing is still limited to the marketing level, But does not really form the productive forces, this actually is the inherent idea, but only then changes the idea, according to own product characteristic, the choice is the single oneself to make the influence, or is the production productivity + the own creation influence unifies, can let the crowdsourcing this brand-new concept fall to carry on, falls to the ground.