cwsI found this week a word that calls my attention, Crowdsourcing. It sounded like outsourcing with masses. So I followed the concept a little bit deeperand I got to understand something that explains many campaigns I have seen before.

Basically, crowdsourcing is the use of collective knowledge to bring solutions. Focus groups have existed for long time, however the practice has moved online with social media.

Doritos has been taking advantage of it during the last six years for its Super bowl commercials. The brand invited its fans to compete for the most creative Doritos ad. Since the design and production of the commercial take time, the contest usually starts six months before the event, bringing the opportunity for fans to engage with the brand for long term, beyond the 30 seconds airtime during the Super bowl.

Last year, Thomson Airlines asked its customers to help them to make a decision about where its new Dreamliner 787 should travel for its first flight. The destination will be known soon and the plane will be ready this spring. Watch more here.

In the past, crowdsourcing has been used by British singer Conor Maynard to decide where to perform, fashion designer Tina Turk to design a print for her fall collection and Ze Frank, a musician who experiments with internet, 2601 people contributed to his last project.

Learning about this method, reminds me the engagement that participation brings to any organizational change, this is what democracy is about. I believe, it has a tremendous potential, not only for private organizations, but also for government institutions to improve processes and value proposition.

Can you imagine? for example, if your telecommunications service provider invited you to participate in the improvement of their customers´ service process, what would you suggest?

By Diana Hdz