Crowd Source This

Mon, Aug 24, 2009

Creativity / Industry News, Video

This is a marketer’s Public Option: Leverage the intelligence of crowds. Collectively we are smarter that any one of us. This is utterly rational until conventional practice leads us to design by committee and the psychotic paralysis of group think. Harnessing the creative horde – without the pitfalls that brought us the Bay of Pigs disaster – is what Crowdsourcing attempts to do.

The bandwidth of communication now being what it is it’s possible to broadcast a challenge with small reward that’s followed by fielding speculative submissions to the money for nothing contest. Participants like to be recognized, congratulated, respected and get some tangible rewards for something they might do regardless.

These are a few small examples of crowd sourcing.
• Remember Tide’s taking stain? Make the next talking stain commercial and win online recognition, corporate congratulations, and all the notoriety it brings you.
• You take pictures right? Have you had something you’ve always wanted to do with your camera? Enter our contest and we’ll give you $50K to pursue your dream, that is if we like it well enough to use your idea to promote our product.
• Can’t find just the right photo for your print ad? Search Flickr, find that once in a lifetime shot and offer the snap shooter enough to make him part with the copyrights.
• Got an idea that might be good enough for our next Super bowl Ad? Produce it, submit it and perhaps you’ll win the spot. Imagine how that will boost your career.

Controversial as it is, crowd sourcing is here because of its novel approach to innovation. Not only are the creative solutions often acceptable (rarely brilliant as far as I can tell), but the submissions are cheap and gain a community buy-in for the company; Nothing builds advocates faster than getting them emotionally involved as stake holders.

The down sides are – so far – mostly for the professionals who lose the work when it’s rewarded to a member of the creative horde as a result of speculative submissions.  The commercial media professions typically frown on speculative work.  Perceived as usurious, spec work (“on speculation,” or without guarantee of payment) can run those who earn a living being creative into emotional and financial exhaustion.

My own speculation is once the novelty has worn, crowdsourcing will take a spot in the marketing tool belt, all the positives and negatives will play out in time and best practices will be defined mostly by the target audience.  The long tail has caused an atomization of marketing dollars and crowdsourcing is one of the new spray cans.

Reference:Business Week Online:  Crowdsourcing: What it Means for Innovation.

advertising, Crowd Sourcing, Permission Marketing

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