It’s All about Engagement

photo curtesy of erika via flickr

photo courtesy of erika via flickr

Crowdsourcing can result in disruptive ideas, in ideas that will improve efficiency, new product ideas, ideas with impressive return on investment. Innovation is a necessary tool for all industries, which allows any organization to reach beyond a small pool of decision makers and harness the insights and ideation of the crowd.

How can you guarantee your crowd will participate in your crowdsourcing campaign? How can you ensure engagement levels to validate the resources put in? Innovation is about shaking things up – about finding a new way to handle an old problem. Do not let that trick you into thinking it is a fully organic process, innovation takes planning.

The first step in producing engagement is defining how you’ll measure for success. In crowdsourcing there are 4 kinds of engagement:

Initial Idea: One way to measure is by how many ideas are submitted. Often number of votes is the best measure of your campaign’s reach.

Idea nurturing: Measuring engagement by how many participants comment on submissions is a more accurate measure of group ideation and idea development.

Voting: If you’re looking for the most popular votes, larger number of voters and votes cast results in more statistically reliable reports.

Number of participants: Whether they vote on only a few ideas, or submitted a dozen ideas, the number of participants reached by a campaign can be a measure of successful reach.

To engage the crowd, you must determine which crowd you’re reaching out to. There are three basic sources for crowdsourcing:

Internal and Pre-Existing: The days of the all-knowing CEO have passed, reaching out to employees – of every level, taps into a much larger

External and Pre-Existing: For organizations interested in marketability and product development ideas, the desired crowd will be customers. Let the end-user tell you what they want and why – they come fully versed and eager to share their thoughts.

External Solicitation: At the core of innovation is Henry Chesbrough’s thesis that staying competitive means capitalizing on both internal and external sources.

IdeaScale has developed an Innovation Starter Kit to assist organizations in innovation. With your parameters in place, find out how to target for engagement in our Community Engagement Tip Sheet. Download the kit here for more tips and tools on planning, establishing, and moderating your campaign.

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