Case Study: Crowdsourcing Design Feedback for Zero Strategist
People are indeed amazing. When you ask people for their ideas, it is awe-inspiring what people can and will do. But first you have to ask! After pushing Zero Strategist site out of alpha (initial development phase) and into beta (testing/feedback phase) we made the decision to crowd source feedback to the social web/twitter-sphere asking for open criticism and feedback about the web presence design. The objective was to make the site design the best it could be. Period!
ROI of Social Media, You Are Looking At It
No one individual, company, agency, organization, internet marketer or team could give me this much insight into how to improve the initial design Zero Strategist web presence as the crowd did. For those who keep clambering for proof of SoMe ROI, here it is you are looking at it…literally.
Crowdsourcing is Great, But Not Always 100% Effective
Though ZS receive some completely awesome insights into the design from crowdsourcing, two significant design/function/usability errors were identified by our own team and were not mentioned by the crowd. This is why there is no social media substitute for a highly skilled, capable and trusted team (large or small) of highly motivated individuals. It is important to keep social media tactics like crowd sourcing in perspective as one part of a larger strategy, not as the sole solution.
Case Study Metrics
Case Study: Zero Strategist.com Complete Website Redesign from a personal Social Media blog into a Social Media Consulting Site
Social Media Strategy: Crowdsourcing Web Presence Design Feedback
Time Frame: Two Weeks
Reach/Distribution: 800+ people on twitter/email/phone
Number of Respondents/Engagements: 11
Number of Actionable Suggestions: 25
Number of Criticisms: 3
Number of Compliments: 6
Implementation Time: 6 hours of development/tweeks drawn out over 1.5 weeks
Cost of Implementation: $0
Number of Implemented Design Changes: 19
Number of Vetoed Design Suggestions: 4
Number of Content Changes: 2
1% Is All You Need
So what if only 1% of people responded? When it comes to crowd sourcing all you need is 1% meaningful response to make a significant impact. We still got great feedback and were able to push the site to the next level. This is how social media can help you meet an objective (excellent design). It is not about what you want to hear — it is about real people telling you what you need to hear in order to completely rock. Most important of all, we received overwhelming positive responses: people liked it in general. Once again, thank you everyone who took the time to respond, it made a difference in the future direction of Zero Strategist.