Crowdsourcing technically means delegating a task to a large diffused group, usually without any kind of monetary compensation. Sounds rather business-like and contractual, yet is undeniably an extremely efficient way of getting a job done in a situation where a large group of people can help in small ways.
David Meerman Scott – a leader in marketing and leadership strategies – has gone one further and indicated how crowdsourcing initiated through social media can have a huge effect during times of great-scale need.
Without the push of broadcast or print media, any advertising, any online social campaigns, competitions, offers, giveaways, or any other kind of paid promotion, crowdsourcing has had a huge impact on the flood relief campaign following the Queensland flooding.
Being a devote fan of Australia, and with an upcoming Real-Time Marketing & PR Masterclass in association with Business Connect coming up across the country, David Meerman Scott has had his ears closely to the ground post flood-crisis.
And what he found was a significant example of how real-time marketing can have an immediate and wide-spreading positive influence. In fact, it can have more of an influence than any paid campaign.
Baked Relief is a movement that spread across Australia in a matter of days. The idea is that people bake, cook and generally provide home-prepared food to people directly affected by the floods as well as those who are volunteering in the aftermath of the crisis.
Here’s how it started:
January 10: Danielle Crismani tweeted to tell her followers that that she would take cupcakes to the volunteer sandbaggers working near her home.
January 11: #bakedrelief began to be used across twitter as a hashtag and interest in the idea grew.
January 17: www.bakedrelief.org was launched.
January 18: #bakedrelief was the #2 trending hashtag in Australia with #qldfloods in the #1 spot.
After this people continued to blog and retweet and the mainstream media picked up on the story and it got broadcast attention.
To David Meerman Scott, this is a prime example of what he sees happen on a daily basis – real-time marketing is one of the lesser-known areas of marketing but is built on one of the oldest notions – word of mouth. The idea of having such a vast and deep-set impact across a nation in the space of a week is beyond recognition for most maketers – but it can and does happen.
“With his acute ear for the cash register and his journalist’s sense of urgency, no one understands the value of time better than David Meerman Scott. He teaches marketers and C-level execs how to use time and urgency to gain huge competitive advantage. Read Real-Time Marketing and PR. Make money while your competitors sleep.”
Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide