Online Lecture 4: Community Branding - Crowdsourcing and Seeding

This presentation examines internet-based user groups, focusing on community branding through crowdsourcing and seeding. It compares and contrasts these two methods, highlighting their distinct approaches to engaging customers and building brand awareness. Crowdsourcing, as demonstrated by examples like Dell's Ideastorm community and Amara, involves gathering customer input to improve products and services, leveraging user contributions. Seeding, exemplified by Amazon, Woolworths, and Starbucks, emphasizes generating high traffic and reaching wider audiences, often through online platforms and social media. The presentation further explores how brands use these techniques, supported by academic and professional sources, to foster customer relationships, enhance marketing efficiency, and drive sales and revenue. The content is structured in 10-12 slides with references, and the presentation is designed to provide insights into effective branding strategies.

Running head: BRAND AND STRATEGY
Brand and strategy
Name of student
Name of University
Author note

1BRAND AND STRATEGY
Table of Contents
Community branding.................................................................................................................3
Comparing crowd funding and seeding.....................................................................................3
Brands using crowdsourcing and seeding..................................................................................3
References..................................................................................................................................4

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Internet-based user groups comprising of crowdsourcing and seeding
Community branding
The community branding has been one of the major ways of engaging members and
allowing them to share systems, values as well as she standards managed by the brand to
facilitate the marketing efficiency and leverage resources of the business. This has also been
aimed at creating awareness among the clients, furthermore helped in introducing the
concepts of crowdsourcing and seeding (Hajliet al., 2017). The concept of community
branding can be in the form of online community or a normal group where users of the brand
products can be involved together to share their views and opinions about the products and
services, furthermore encourage the brand to establish good relationships with them and
improve the supply of products and services to the clients.
Comparing crowd funding and seeding
According to Bayus (2013), the crowdsourcing has allowed the brands to obtain the
inputs of customers and it could be done by managing an online forum or by using a website
where users should remain engaged and share respective views and responses. This would
allow the company to enhance the productivity of the organisation, furthermore ensure
establishing good relationships and leveraging the innovation and creativity aspects to
innovate the marketing efficiency as well as create scopes for research and development
activities (Bayus, 2013). The benefits include reduction of expenses associated to the labour
management while the seeding is more associated with the acquiring of attention of clients
through generation of high traffic and creating awareness among them about the brand. This
is an effective marketing technique to facilitate the brand presence within the marketplace,
furthermore ensure drawing in more clients and ensure generating higher sales and revenue in
business (Wang & Hajli, 2014). One such example of crowdsourcing could be the Amara

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website, which posted new videos that were present at the host websites and then subtitles
were created to create convenience for the deaf individuals to watch the videos easily. On the
contrary to the subject of the topic, seeding has been more associated with the generation of
higher traffic level and to reach wider groups of audiences. Bruton et al. (2015) argued that
the seeding concept is much more associated with the online platforms, which also allows for
entering new target markets, furthermore ensure acquiring critical mass of memebrs and
create community branding to create high traffic (Bruton et al., 2015). Amazon has used the
seeding procedure to generate higher content and made sure to use online channels and
community, furthermore prioritise on branding and developing the online world too. The
intrinsic and extrinsic motivation have been possible with the use of Google analytics and this
has enabled companies like Woolworths and Starbucks, which created online platforms and
even involved social media platforms to create a feeling among the customers, furthermore
obtain their ideas and views to transform those into actions (Teece, 2018).
Brands using crowdsourcing and seeding
The brands using the concept of crowdsourcing could be Dell, which used the
Ideastorrn community, Amara, Inver soft, etc. while the brands mostly associated with the
use of seeding process are Woolworths, Amazon and others.

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References
Bayus, B. L. (2013). Crowdsourcing new product ideas over time: An analysis of the Dell
IdeaStorm community. Management science, 59(1), 226-244.
Bruton, G., Khavul, S., Siegel, D., & Wright, M. (2015). New financial alternatives in
seeding entrepreneurship: Microfinance, crowdfunding, and peer‐to‐peer innovations.
Entrepreneurship Theory and Practice, 39(1), 9-26.
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M. O. (2017). Branding
co-creation with members of online brand communities. Journal of Business
Research, 70, 136-144.
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1),
40-49.
Wang, Y., & Hajli, M. (2014). Co-creation in branding through social commerce: The role of
social support, relationship quality and privacy concerns. In Proceedings of twentieth
Americas conference on information systems, Savannah, Georgia.