Comments on: Crowdsourcing or Crowdsouring http://www.motivelab.com/2008/07/30/crowdsourcing-or-crowdsouring/ Social Marketing Group Sun, 21 Aug 2011 07:36:16 -0400 http://wordpress.org/?v=2.8.2 hourly 1 By: Ted Simon http://www.motivelab.com/2008/07/30/crowdsourcing-or-crowdsouring/comment-page-1/#comment-28745 Ted Simon Mon, 05 Oct 2009 18:31:48 +0000 http://www.motivelab.com/2008/07/30/crowdsourcing-or-crowdsouring/#comment-28745 I agree that the crowdsourcing concept can be brilliant. It's paid off big dividends for Netflix in their contest for an enhanced algorithm (yielded a great new tool AND a ton of publicity for Netflix). That was smart use of the concept. Crowdsourcing can also become "crowdsouring" when used for the wrong reason(s) or without some form of a screen. Take Kraft's recent introduction of a line extension for the struggling Vegemite business in Australia/New Zealand. They did a great job of listening to their consumers to shape a new product that was very much in line with consumer usage, desires, tastes, etc. The new product launch was such a success that they sold over 1MM BEFORE they even had a name. The ultimate name for the product: Vegemite iSnack 2.0 The name was selected from an online contest where people submitted and voted on names (that would be crowdsourcing). The winner, well, won. But, did Kraft and the Vegemite brand win? By adhering strictly to a contest format that dictated the name be chosen by the most votes, they ended up with a name that was submitted by a programmer (supposedly as a joke). The difference between the strategy and methods in which Netflix and Kraft utilized crowdsourcing is very instructive. Even in today's interconnected, networked world, someone has to mind the store because the "crowd" does not always do what's best or right. That's been true for years, and it remains true today. I agree that the crowdsourcing concept can be brilliant. It’s paid off big dividends for Netflix in their contest for an enhanced algorithm (yielded a great new tool AND a ton of publicity for Netflix). That was smart use of the concept.

Crowdsourcing can also become “crowdsouring” when used for the wrong reason(s) or without some form of a screen. Take Kraft’s recent introduction of a line extension for the struggling Vegemite business in Australia/New Zealand. They did a great job of listening to their consumers to shape a new product that was very much in line with consumer usage, desires, tastes, etc. The new product launch was such a success that they sold over 1MM BEFORE they even had a name. The ultimate name for the product: Vegemite iSnack 2.0

The name was selected from an online contest where people submitted and voted on names (that would be crowdsourcing). The winner, well, won. But, did Kraft and the Vegemite brand win? By adhering strictly to a contest format that dictated the name be chosen by the most votes, they ended up with a name that was submitted by a programmer (supposedly as a joke).

The difference between the strategy and methods in which Netflix and Kraft utilized crowdsourcing is very instructive. Even in today’s interconnected, networked world, someone has to mind the store because the “crowd” does not always do what’s best or right. That’s been true for years, and it remains true today.

]]>