Critical Mass PR

Intel’s efforts enlisting the online community to blueprint and develop the “home phone of tomorrow” is yet another purpose-driven crowdsourcing use case. The company’s “Intel Ideas of Tomorrow” Facebook page uses the Idea Challenges application from Bulbstorm, a provider of online innovation communities and marketing platforms, to facilitate idea sharing and archiving, voting and contest management.

In a ten-day stretch, Intel’s program has driven 1,800 ideas and 54,000 views of those ideas which have generated 31,000 votes and 5,000 comments according to Bulbstorm’s Matt Simpson. Some detailed submissions are emerging from among the masses including those from Jordan Jach and Anita Childress who diagrammed their ideas for Intel’s consideration.

The depth, breadth and value of ideas that companies can obtain outside their own domain with just a modest technology investment, some prizes and sound community management can inspire marketable assets many times over the cost of establishing crowdsourcing platforms in the first place.

The top idea producer for Intel’s phone project will receive a notebook PC, software and an invitation to visit Intel’s Chandler, AZ facility for a “VP of Product Development” experience with Intel engineers. I applaud inclusion of the onsite visit because it helps bridge the virtual aspects of crowdsourcing with the reality of providing hands-on help to develop a product; and should the product become commercially available it too will be a reality-bridging milestone.

Actually bringing a community-submitted idea to market, however, is an inherent challenge of crowdsourcing. I spoke recently with Shiv Singh, author and Pepsico North America director of digital, for a PRSA Tactics article. We discussed that it’s entirely possible to ask customers to help design a new product that, in the end, you’re just not happy with. When organizations gather many ideas from fans and customers these audiences expect many of them – at least those declared “winners” – to see the light of day. Having contingency plans, additional uses that is, for ideas is an important part of a crowdsourcing plan.

Regardless of whether or not Intel’s phone challenge inspires a new product, the company plans to mine ideas submitted for insights into how new products should be developed. These could range from enhancements to current products to marketing strategies regarding product naming and demographic targeting.  For example, says Simpson, if a large number of the ideas center on phone use in the kitchen a “mom” or “family” demographic would be strongly considered.

My thoughts always turn to PR and communications opportunities that can develop from well-managed crowdsourcing. A “made for the people by the people” message can certainly resonate for companies that develop consumer-specified products. Likewise, the likelihood of a brand activating legions of evangelists to communicate its value proposition is greatest when the community’s own ideas are baked in. And along the way that effort can pick up media attention and blog posts like this one.

I’m interested in examples of companies either designing or stumbling upon media coverage based on crowdsourcing projects, if you have them to share. Tales of companies – whether household names or not – collaborating openly with customers can definitely create an impact.