“Crowdsourcing” is a big topic for today’s digital marketing managers who want to tap into the collective intelligence of a target audience, i.e. people who have opinions and are “not” your employees. These like-minded individuals or groups can take your brand, product or service more viral than you ever imagined. The task is not easy. It takes time, thoughtful planning, team work and great communication skills. It is “not” a 9 to 5 job and not just anyone can do it well.
Smart social marketers start with targeted goals. They match their audience to the social channels that make the most sense. They listen and engage and use images to stir emotion. They create memories, start a conversation, and evoke controversy. They ask for feedback and if they are really good — they find the rainmakers. Rainmakers are those folks who will respond to your brand –and advocate for a cause. They may be your next guest blogger, a local conference presenter or someone who reveals a great customer success story. Rainmakers are the big benefit of crowdsourcing because they are the connectors and can activate the tipping points (Malcolm Gladwell) that make your product, service or company bigger and better. Crowdsourcing activities can also help you:
- Develop a new product (in less time)
- Gather testimonials and stories for future PR outreach
- Increase customer loyalty through give-aways, contests or games
- Turn prospects into customers without any traditional selling efforts
If you are planning to integrate this important social marketing strategy into your mix, don’t scatter the responsibility — it doesn’t work!
A skilled social media or digital marketing specialist likes to “listen” to the networks. They can determine what channels make the best sense to maximize company goals and they should continually suggest ideas that will help your marketing, PR and sales teams leverage the right mix of activities that build lasting relationships and increase recurring revenue.