Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack

Health Promotion Practice, 14(2), 163-167, 2013, DOI:10.1177/1524839912470654

15 Pages Posted: 23 May 2013

See all articles by Claudia Parvanta

Claudia Parvanta

University of the Sciences - Philadelphia

Yannig Roth

Université Paris I Panthéon-Sorbonne - Laboratoire PRISM

Heidi Keller

Gonzaga University

Date Written: January 8, 2013

Abstract

Crowdsourcing is a problem-solving approach that taps the knowledge, energy, and creativity of a global, online community. Like marketing, crowdsourcing originated and continues to evolve in the private sector. Health communicators and social marketers can use crowdsourcing across the research-development-dissemination process. This article provides an overview of crowdsourcing and how it can be used to speed up and enhance social marketing and health communication. Nielsen’s 1/9/90% model is presented as a guide for engaging appropriate crowds for tasks throughout the development process. The four Fs that motivate online contributors — Fun, Feeling good (fulfillment), Fame, and Fortune — are also presented as ways of incentivizing crowd engagement and matching the incentive to the task at hand. Crowdsourcing resources, such as curating agencies, websites, and crowd labor markets, can be tremendous force multipliers. If done strategically, crowdsourcing has the promise of giving well-researched and creative social marketing results for less money and in less time than traditional methods.

Keywords: health education, health promotion, health research, qualitative research, social marketing, health communication, audience analysis, consumer analysis; segmentation; Internet, electronic interventions, technology, crowdsourcing

JEL Classification: I18, M31

Suggested Citation

Parvanta, Claudia and Roth, Yannig and Keller, Heidi, Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack (January 8, 2013). Health Promotion Practice, 14(2), 163-167, 2013, DOI:10.1177/1524839912470654, Available at SSRN: https://ssrn.com/abstract=2268604

Claudia Parvanta (Contact Author)

University of the Sciences - Philadelphia ( email )

Health Policy Program
Philadelphia, PA 19104
United States

Yannig Roth

Université Paris I Panthéon-Sorbonne - Laboratoire PRISM ( email )

17 rue de la Sorbonne
Paris, 75005
France

Heidi Keller

Gonzaga University ( email )

Spokane, WA 99258
United States

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