Marketing Case: Invite all netizens to participate in the public package activities

Crowdsourcing (crowdsourcing) is a new type of participatory marketing, it can be said to be another form of customer relationship management, but it can also be used as a digital marketing strategy. This concept is reflected in Wikipedia's operations, and is now appearing frequently in various online marketing campaigns and new sites.

This is a natural process for digital strategists. So far, most marketers have been fully convinced of the value of social media to customer brands, and if crowdsourcing is not another form of social interaction, what is it? Although crowdsourcing does not express their fondness for brands by letting consumers "like" a brand or following a brand on social networking sites, it encourages consumers to actively participate in the creation of digital activity material.

4moms crowdsourcing activities

For the rich media social platform Tongal, crowdsourcing is part of the platform, but also an important concept of the entire platform. The company's marketing philosophy is: Split the marketing activities into several parts, and invite consumers on the network to participate in the product activities of advertisers, do their best to help the brand to achieve the ultimate goal of the event. Wisconsin State Builders may not be able to walk into a reputable advertising agency to share his advertising ideas for his increasingly favorite work boots, but he can do it on the Tongal platform and get cash rewards in the process.

The most recent advertiser to use the site to produce marketing content is 4moms. The product development company has developed a baby seat called Mamaroo. This month 4moms launched an event to solicit a 60-second video from parents and other consumers keen on the brand's products to incite other buyers.

In real crowdsourcing activities, a consumer is not expected to do all the work. It's a game style--in the three stages of "concept, material and video", each stage picks a winner, and the previous phase of the award is applied to each subsequent stage. For example, when submitting production materials, consumers should not use their ideas according to one of the five previously awarded concepts.

The benefits of this approach to the brand are obvious: the way to get creative advertising is very cost-effective and can represent the voice of the consumer because it is what they think.

"From a brand perspective, it's not just asking for advice from a core consumer, it's also a chance for people who are most familiar with a product or service to contribute to their marketing, regardless of their marketing skills." "Tongal president and co-founder James Dejulio said. "Since 4moms has built a network of brand loyalists through its web site and Facebook pages, it is easy for brand makers to bring them into the Tongal platform, tap into their personalities, and contribute to our video crowdsourcing program." ”

Consumers share Whatwasthere

Although crowdsourcing is being accepted by digital marketers, its impact on socially conscious digital projects continues. Digital marketing agency Enlighten earlier this year launched such an event: a website called whatwasthere.com. The site is a visual historical database that relies on Internet users to submit old photos and build a world geographical history based on picture maps.

The platform incorporates a combination of crowdsourcing and Google Street View technology, in the current Street view of houses, commercial buildings, hotels, schools and other historical photos. With the help of those who think it's valuable to keep a geographic history photo, whatwasthere the images of the current streets and buildings with the old photographs stored in the grandparents ' attic, creating a stark contrast to the picture of how geography history has changed over time The former spectacular cinema has become the beloved hardware store. Nostalgia and emotion are important factors for the site's success.

The result is not just for history enthusiasts to visit the site every day and to refine its impulses, but rather to show you how to use the Web to tap into valuable content, and to attract the masses. People will have a lot of great ideas, materials and executive power, we just need to ask them and offer some benefits in return. "Technology has been able to make it easy for people to connect with people around the world, to make people realize that the value of crowdsourcing is just a matter of time." No matter what the task, as long as it can make millions of of potential people to work together, better and faster to complete it, then this task is meaningful. Steve Glauberman, chief executive of Enlighten, said.

In other words, realizing social commitment in digital form and applying it to one's brand, the chances of success of the crowdsourcing project are infinitely large.

(Original: August 4, 2011, compiled: Zeng Cui)