Crowdsourcing with Spotify
1. The company that I chose was Spotify. Spotify's brand community is crowdsourced using an ongoing campaign called SpotifyU Campus Influencer. Its purpose is to increase awareness of the campaign and subscriptions to the music streaming service amongst college students. They want to convert these students into brand ambassadors that specializes in word of mouth marketing. 2. SpotifyU Campus Influencer's communication strategy is to get these college students to join by using ensentives such as financial and perks like t shirts. For the most part though, people join to be part of a community of people who are as passionate about music as they are. People use this campaign to spread the word about music. There is also a blog called The Spotify Community that helps Spotidy users with any issues they may have with Spotify. Spotify can utilize this blog for crowdsourcing by allowing other Spotify users to lost there comments and solutions to help out fellow users. 3. The specific crowd sourcing project Spotify did is the SpotifyU Campus Influencer. This is the Collaborative Communities form of crowd sourcing. Its challenges are, according to the Harvard Business Review, that the "crowd lacks the shared culture and cohesiveness of a company, making it harder to control because intellectual property cannot be protected." The best measure that can be used is customer support communities, wikis, and open collaboration projects for info and software. 4. The main goal of SpotifyU Campus Influencer is to get college students to join, spread the word about music, and be a par of the music loving community. It helps these students share and find new music. This is more of a solution generation because it allows for students to solve the problem of funding the music they want. Spotify's approach was to gather people of the same generation and similar interests and lifestyles, ie college students, to join this campaign and feel included in a community. I think this is a good approach because it gives people with a similar interest something to share.