We continue our investigation on crowdsourcing . I'm recovering a lot of material (what you see posted here and much, much more) and I plan to publish a document summary by the end of next month: stay in touch then. crowdsourcing has also spoken at the recent Social Media Week in Milan. appeared in Wired (September 2010) an illuminating article with some questions directed to some of the key players in the field, and describes the most interesting extracts.
What are the areas where business works best crowdsourcing?
Maurizio Spagnuolo, Digital Media and Marketing Director of Fiat: "Perhaps the area most important and least mentioned is the marketing research, the comparison with the client to understand how it goes and what to look for. Well, here crowdsourcing allows you to streamline all times and find Best answers now, because people self-select based on the interest for the given topic - which is much more convenient than doing endless research on broad-based. "
You gain something from this process?
Still Spagnuolo: "Yes, certainly. But there are also other forms of remuneration that have little to do with the economic value and much more with the idea of \u200b\u200bconducting a collective work. The pleasure of creating what you want and not what it should be. "
agencies will still have reason to exist?
no doubt Posts Luca, Managing Director Europe Zooppa:" Yes, the agencies will go ahead: trivially because hanno una funzione diversa. Il crowdsourcing dovrebbe essere la reinterpretazione di un brief, non il ricorrere a gente che si fa pagare meno per produrre uno storyboard già pensato. Una strategia la fai in agenzia: poi si può aprire alla gente, e produrre o anche solo testare tale strategia."
Il crowdsourcing è migliore quando non è stimolato? E come funziona la selezione delle idee proposte?
Risponde Pier Ludovico Bancale, CEO di BootB: "Se il contributo è spontaneo, sarà senz'altro più passionale, ma questo non significa che non debba essere sollecitato. Tutt'altro. Per quanto concerne la selezione, in outsourcing si va a imbuto: il cliente chiede a un'agenzia di produrre una decina proposals, they are out of three, they make a board, and the customer decides. With crowdsourcing, there is always the funnel, but the proposals are much more even hundreds, who mingle together. "
But companies really know how to exploit the potential of crowdsourcing?
Bruno Pellegrini, CEO of The BlogTV, takes stock of the situation: "Right now we are in the midst of a radical change in the business of all enterprises. The use of resources will inevitably open the door for changing internal organizational model. Sometimes companies make resistance, but we try to convince you that you can follow and create a project in its entirety with this model, and do it really well. In short, we are moving from "because it is cool to talk about crowdsourcing" to "let's use as a resource very strong." In my view, the corporate organizational model based on this form will be everywhere - from universities to companies. The old rigid and closed system will collapse. "
is also confirmed by Alessandro Cap, community manager of Zooppa intervention which I published last post , in this video interview of Youmark (December 2009). Zooppa works , he said, because it is a community "is not necessarily creative, but people who love creativity. In essence, then the people who enjoy the content on them can create Zooppa for brands. " He is asked: can the old agency model survive?" The future is in every sense. The agencies will always play a role, but will have to change. We do not want to replace the advertising agencies, we are a new way to interpret the involvement of people in the relationship with the brands. We can and must work with agencies, without replacing them. "
Those who work in the field, in short, it seems enthusiastic. A huge base of users directly affected, who self-select to participate or not participate in a given brief, knowing to receive in return, apart from the vile money, even the added value of participating in something beautiful, cool and collective where expression beyond the old dichotomy customer-supplier relationship. And the role of the agencies does not seem to get out of it damaged, but reinforced in his mind most essential strategy. The agency is studying the plan, whose implementation is then entrusted to the creative community with its advantages: the quality and quantity of content, the availability of a selected focus-group with which to report and the intrinsic viral proposals. And the change seems to be "radical" and ready to spread like wildfire at any level.
But I still can not understand: I love the sharing. This blog is the proof: I love the culture and information are created and distributed from the bottom. I like the online resources made available by the blogger. I like things (of any type) user-generated, bouncing social networking social networks overcome barriers, prejudices and habits. I like the meme, viral videos, parodies of Star Wars made by children. I like the netizens, blogs and information counter, the open source software and creative-commons license. So: what, in this matter of crowdsourcing, which still does not convince me at all?
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