Crowdsourcing can be a daunting task. For every successful crowdsourcing campaign, there are countless ones that have failed. But why do some campaigns flourish while others fizzle? For some, it’s not the idea behind the campaign – it’s the platform that was selected to execute it.
Crowdsourcing platforms are now fairly common. For marketers, customer experience professionals or product developers who are new to crowd innovation platforms, it can be easy to become overwhelmed by the possibilities and go for the seemingly simplest way to get the 'challenge' to the crowd.
With a lack of the right tools and a strategic plan, there are several reasons why your crowdsourcing campaign may fall flat.
1) Not using an actual crowdsourcing platform
When it comes to crowdsourcing, simple is not always best. A ‘Build it and they will come’ approach, does not work. Simply asking the public to ‘Submit your ideas here’ through an online form can easily reduce your so-called challenge to a digital suggestion box. A form does not encourage participation, nor does it show people what will be done with their ideas once submitted. It also will not attract ideas high in quantity or quality.
Related Read: The benefits and limitations of crowdsourcing
This approach will also not attract the type of people that you want to form your ideal crowd. Using a crowdsourcing platform will help you find the right participants to properly run and participate in your campaign.
2) Not having an ideation process in place
What do you do once you receive ideas from the crowd?
A good crowdsourcing platform must help a brand follow a phased approach that will help take the ideas from submission, to selection, and then to improvement and ideation. The crowdsourcing process should not end at the submission phase, and creativity does not stop there either.
When done correctly, a crowd that has chosen to become involved in an innovation challenge is composed of creative and highly-engaged fans. Your platform should provide them the opportunity to also share in the ideation process for implementation and market launch strategies, keeping them involved in the process from start to finish.
3) Not tailoring the challenge to attract quality ideas
Crowdsourcing is not about gathering a massive number of ideas – it’s about attracting ideas that are relevant and creative. Remember Boaty McBoatface? A good crowdsourcing platform lets you place proper safeguards to ensure that each submission can be properly vetted.
Crowdsourcing platforms should provide you with the tools (and at Chaordix, skilled personnel) to help elicit quality ideas and help narrow down to the best ideas. Too many ideas will complicate the challenge for your crowd and your idea selection committee.
Tools that help community members gather support from others or encourage members to vote for their favorites will help companies find the best submissions. Even integrating a weighted scorecard will allow company experts to fairly evaluate and qualify submissions..
4) Not incentivizing participation
Once an idea is submitted, your participant should not say, “Now what?”
Effective crowdsourcing platforms incentivize not only the initial idea submission, but also ongoing engagement and feedback. If someone submits an idea to your company, or is interested in the ideas that others are submitting, it is highly likely that they are already invested in your brand, or at least the challenge. This interest must be encouraged through worthwhile rewards and gamification.
A points system, for example, can encourage members to get further involved throughout the ideation process. Brand rewards like product discounts, branded schwag and the opportunity to come face to face with company influencers and leaders can also encourage idea submission and show would-be participants that the challenge is worthwhile.
A good crowdsourcing platform should give organizations the tools, structure and support they need to ensure a successful campaign. Want to know more about how Chaordix can help your company crowdsource your next great idea? Sign up for a demo today!