Burson-Marsteller Australia presentation for New Media Conference 2010, which was held in March in Sydney. Deck includes crowdsourcing case studies and guidance on strategic approach.

1. Tapping into the Wisdom of Crowds
Daniel Young, Director – Digital, Burson-Marsteller Australia
16 March 2010

3. What is your Engagement Strategy?

4. Crowdsourcing has been variously described as…
“A super charged suggestion box”
“Outsourcing on steroids”
“A cheap way of ripping off ideas”

5. Jeff Howe described Crowdsourcing as:
“…the act of taking a job traditionally
performed by a designated agent, usually
an employee, and outsourcing it to an
undefined generally large group of un-
specialised individuals.”
Jeff Howe
Author and blogger: Crowdsourcing.com

6. What does Crowdsourcing do?
 It taps into collective intelligence:
• Partners
• Employees
• Customers
• General public
 It provides a tool for understanding what customers
really want
 Enables a pure form of social media engagement

7. Australia’s 8th most trafficked site is Crowdsourced

9. Ford’s Challenge
 Trust in auto sector in decline
 Social media recognised as opportunity
to enhance Ford’s reputation
 How to provide social media strategy
with scale

10. Ford’s Crowdsourced Solution
Customers
 The Fiesta Movement – Online campaign spanning multiple social media
channels to gets 100 individuals to share their experience of the Ford Fiesta
online
 Ford sets challenges and ‘Agents’ use various forms of social media to tell
stories, which are aggregated at Fiesta Movement
Employees
 Get one per cent of workforce to become active social media participants
 ‘Mobilise an army of influencers from inside the organisation… to share
their own perspectives on Ford.’
 All employees must adhere to blogger relations and social media
engagement guidelines

11. • Glenn Frost: ‘on holiday’
• Analyst expect News to increase offer

12. The Guardian’s Problem
 The Daily Telegraph announces the
results of its investigation into MP
Expenses on May 8th 2009
 Within hours, every evening news
bulletin is reporting details of the
expenses claims made by Cabinet
Ministers
 Eleven days of revelations in the Daily
Telegraph and Sunday Telegraph boosts
circulation at the papers by more than
600,000 copies
 The Guardian is playing catch up and
needs its own angle on this story quickly

13. The Guardian’s Crowdsourced Solution

14. The Guardian’s Result
 170,000 documents were reviewed in the
first 80 hours, a visitor participation rate
of 56 percent
 As of today, 26,038 readers have
reviewed 219,491 pages of submissions
 The Guardian has its own story leads on
high profile political scandal

15. Crowdsourcing news (BBC)
• Dedicated user generated
content hub of 23 people
• UGC embedded as a form of
news gathering
• Editors review readers tip
offs, submissions, video and
imagery

16. Crowdsourcing strategy (Idea Bounty)
• Simple way for clients to hire
1000s of creatives and only pay
for the ideas they want
• Campaign briefs are issued
online
• A social think tank used by
Unilever for Pepperami TV ad
campaign

17. Crowdsourcing knowledge and experience (HP)
• Peer to peer support
community for HP product
owners
• Providing the infrastructure for
customers to help customers
• Most active and helpful
members are recognised

18. Crowdsourcing design (Threadless)
• Threadless sets design
challenges, offers prizes
• Community of 500k+ selects
winning designs
• Community members acquire
points and credits for
participation
• Winning designs are
manufactured by Threadless

19. Crowdsourcing product development (Chordiant)
• Customers and partners
co-develop products
• 15 collaborative product
releases since March 2007
• Enabling ongoing
communication with
customers
• Community of 1,000+

20. Crowdsourcing employee innovation (Dell)
• Dell made discussions
among employees
transparent and reduce
email
• 55% of the workforce
participated
• 4,100 ideas submitted

21. Crowdsourcing public policy development
• Wiki launched in 2007 Invited
public submissions on the
New Police Act
• First piece of legislation in
New Zealand to be developed
with open public participation

22. For For
business
predicting research…
stuff…
For solving
complex
problems…
For scientific
research…

23. Strategic Approach
Listen Plan Participate Measure
 Discussions  Monitoring  Content  Views
 Influencers  Messages  Web design  Visitors
 Duration
 Stakeholders  Channels  Blogger relations
 Participation
 Search Visibility  Policies  Search marketing
 Mentions
 Perceptions  Partners  Word of mouth  Quality
 Participation  Training  Website  Outcome

24. Crowdsourcing: Key Learnings
1. Make it meaningful but also easy and fun
2. Put clear guidelines in place
3. Be prepared to lose control
4. Reward participation and recognise individual
contributions
5. Allow the community to determine success

25. Why crowdsourcing?
 Integrate audiences and business processes,
 deliver a specific business outcome,
 AND engage in a meaningful way…

26. Leading thinkers on crowdsourcing
James Surowiecki Howard Rheingold Kevin Rose
Author: The Wisdom of Crowds Author: Smart Mobs Founder: Digg
Jimmy Wales Don Tapscott
Founder: Wikipedia Author: Wikinomics

27. Daniel Young, Director
Burson-Marsteller Australia
+61 (0) 2 9928 1589
+61 (0) 404 626 584
daniel.young@bm.com
@danieljohnyoung