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Posts Tagged ‘Tom Masterman’

Maximing Crowdsourcing Video Projects: an Interview

by February 28, 2011

Dialogue Earth’s associate director, Tom Masterman, was recently interviewed by Crowdsourcing.org about the decision whether or not to crowdsource the creation of video content. In the second part of this interview, Tom talks with Crowdsourcing.org’s Carl Esposti about the issues of time to execute, project phases, worker incentives and managing the interaction with the crowd.

Carl Esposti: So, once you give the crowdsourcing video project the green light, what challenges were you faced with?

Tom Masterman:
Once we’ve made the decision to crowdsource a project, we’ll generally experience a cocktail of emotions, from anxiety to anticipation. After all, we’ve just welcomed a crowd of people into our company. (more…)

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Contemplating Content Crowd-Sourcing: an Interview

by February 18, 2011

Dialogue Earth’s associate director, Tom Masterman, was recently interviewed by Crowdsourcing.org about recent projects to crowd-source the creation of Dialogue Earth videos. In this post, the first of a two-part series, Tom talks with Crowdsourcing.org’s Carl Esposti about the issues of control, quality, cost and timing.

Carl Esposti: Why did Dialogue Earth consider crowdsourcing a video project?

Tom Masterman: Just the other day, I realized that crowdsourcing now pervades most aspects of the business strategy for our start-up nonprofit, Dialogue Earth. Given some personal experiences producing corporate videos, I truly wanted to avoid the unfortunate situation where you develop something in-house (or with a single contractor or agency) that you and the executive team love, but that falls flat with your target viewers. Since our goal is to communicate science in ways easily understood by a variety of audiences, it seemed worthwhile to test how the crowd would explain our key points.

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Tapping the Crowd to Tell Our Story

by February 15, 2011

A version of this post also appeared as a guest column for the Idea Peepshow blog.

On occasion, I have to remind myself that marketing is a means to an end, and that the messaging and creative that resonate deeply with me may have little impact on the audience I’m endeavoring to reach.

My latest reminder has come in launching a brand from scratch. Never before have I had so much potential marketing control than today, as I help raise awareness for Dialogue Earth.

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