Crowdsourcing Creativity - The destruction of an industry or a future we need to embrace?
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Crowdsourcing Creativity - The destruction of an industry or a future we need to embrace?

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Presentation given at the Innovation Conference "The Burning Platform" 201 ...

Presentation given at the Innovation Conference "The Burning Platform" 201

* What is crowdsourcing & how is it being used
* Case Study: Peperami
* Implications for professional marketing communications industry

For more please contact daniel.neville@ideabounty.com

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Crowdsourcing Creativity - The destruction of an industry or a future we need to embrace? Crowdsourcing Creativity - The destruction of an industry or a future we need to embrace? Presentation Transcript

  • Destruction of an industry or a future we need to embrace? by: Daniel Neville Crowdsourcing Creativity
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  • What Is Crowdsourcing?
  • What Is Crowdsourcing? Crowdsourcing is...the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call. Source: Wikipedia Crowdsourcing
  • Not A New Idea…
  • 1. 19th Century Oxford English Dictionary Not A New Idea…
  • 1. 19th Century Oxford English Dictionary 2. 1798 Longitude Prize Not A New Idea…
  • 1. 19th Century Oxford English Dictionary 2. 1798 Longitude Prize Then came technology.... Not A New Idea…
  • With Tech. The Crowd Is..
  • 1. Larger With Tech. The Crowd Is..
  • 1. Larger 2. Connected With Tech. The Crowd Is..
  • 1. Larger 2. Connected 3. Contributing in many ways/range of skill levels With Tech. The Crowd Is..
  • 1. Larger 2. Connected 3. Contributing in many ways/range of skill levels With Tech. The Crowd Is..
  • Crowdsourcing What?
  • Crowdsourcing What?
  • Crowdsourcing Applied To Business
  • 3 Types of Crowdsourcing Crowdsourcing Applied To Business
  • 3 Types of Crowdsourcing 4 Applications of Crowdsourcing Crowdsourcing Applied To Business
  • 1. Creation: The public contributes the content Types Of Crowdsourcing
  • 1. Creation: The public contributes the content Types Of Crowdsourcing
  • 2. Prediction: public action determines the results Types Of Crowdsourcing
  • 2. Prediction: public action determines the results Types Of Crowdsourcing
  • 3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing
  • 3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing
  • 1. Product Development Applications Of Crowdsourcing
  • 1. Product Development Applications Of Crowdsourcing
  • 2. Initiatives, new business, problem solving Applications Of Crowdsourcing
  • 2. Initiatives, new business, problem solving Applications Of Crowdsourcing
  • 3. Communications, marketing, advertising Applications Of Crowdsourcing
  • 3. Communications, marketing, advertising Applications Of Crowdsourcing
  • 4. Prediction, forecasting Applications Of Crowdsourcing
  • 4. Prediction, forecasting Applications Of Crowdsourcing
  • Why Crowdsource?
  • Traditional Model Vs. Crowdsourcing
  • Traditional Model Vs. Crowdsourcing Pay by the hour
  • Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours
  • Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours Costs grow exponentially with the number of solutions
  • Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours Costs grow exponentially with the number of solutions lack of a fresh perspective = old eyes
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Costs grow exponentially with the number of solutions lack of a fresh perspective = old eyes
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions lack of a fresh perspective = old eyes
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’ Customer insight = new perspective
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’ Customer insight = new perspective Interaction & engagement
  • Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’ Customer insight = new perspective Interaction & engagement New approach = innovation
  • Why Does The Crowd Participate?
  • 1. The 'rise of the amateur' Why Does The Crowd Participate?
  • 1. The 'rise of the amateur' “ ...marketing is way too important to be left to professionals. Every person is a marketer, and anyone crazy enough and passionate enough to start something is definitely a marketer. “ - Seth Godin Why Does The Crowd Participate?
  • 2. The “Ideas Economy” Why Does The Crowd Participate?
  • 2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer Why Does The Crowd Participate?
  • 2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer A great idea can come from anywhere Why Does The Crowd Participate?
  • 2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer A great idea can come from anywhere Why Does The Crowd Participate?
  • 3. Level playing field, equal risk Why Does The Crowd Participate?
  • 3. Level playing field, equal risk It provides new-comers with a chance to show their skills ...and established practitioners with the chance to earn cash for a small time commitment Why Does The Crowd Participate?
  • 3. Level playing field, equal risk It provides new-comers with a chance to show their skills ...and established practitioners with the chance to earn cash for a small time commitment Why Does The Crowd Participate?
  • A Closer Look…
  • www.ideabounty.com is a crowdsourcing platform for creative/marketing ideas & solutions with 1,000’s of registered creatives ready to tackle your brief.
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  • What We Did
    • Helped define & write the brief
    What We Did
    • Helped define & write the brief
    • Promoted the brief
    What We Did
    • Helped define & write the brief
    • Promoted the brief
    • Dealt with all PR
    What We Did
    • Helped define & write the brief
    • Promoted the brief
    • Dealt with all PR
    • Filtered Ideas/submissions
    What We Did
    • Helped define & write the brief
    • Promoted the brief
    • Dealt with all PR
    • Filtered Ideas/submissions
    • Produced brand insights gained from submissions
    What We Did
    • Helped define & write the brief
    • Promoted the brief
    • Dealt with all PR
    • Filtered Ideas/submissions
    • Produced brand insights gained from submissions
    • Full day Idea selection workshop with Unilever team
    What We Did
  • New Print & TV Ad
  • Had To Use The Animal
  • Requirements
    • Print Ad
    Promotion
    • Print Ad
    Promotion
    • Print Ad
    • Online Banners
    Promotion
    • Print Ad
    • Online Banners
    • Social Media Seeding
    Promotion
    • Print Ad
    • Online Banners
    • Social Media Seeding
    • E-mail Newslett er
    Promotion
  • Press
    • Helps with Idea selection
    Idea Bounty Scoring System
    • Helps with Idea selection
    • Separates good Ideas from really good Ideas
    Idea Bounty Scoring System
    • Helps with Idea selection
    • Separates good Ideas from really good Ideas
    • Feedback & reward system for creatives
    Idea Bounty Scoring System
    • Helps with Idea selection
    • Separates good Ideas from really good Ideas
    • Feedback & reward system for creatives
    • Ideas scored from 1 to 10 across 5 categories
    Idea Bounty Scoring System
    • Helps with Idea selection
    • Separates good Ideas from really good Ideas
    • Feedback & reward system for creatives
    • Ideas scored from 1 to 10 across 5 categories
        • On brief/brand
        • Clear
        • Practical
        • Campaignable
        • WOW factor
    Idea Bounty Scoring System
  • 1185 Ideas Submitted Post Brief Stats
    • 24 345 Unique visitors
    Post Brief Stats
    • 24 345 Unique visitors
    • 68 Countries
    Post Brief Stats
    • 24 345 Unique visitors
    • 68 Countries
    • Uk
    • South Africa
    • USA
    • Brazil
    • Portugal
    Post Brief Stats
    • 24 345 Unique visitors
    • 68 Countries
    • Uk
    • South Africa
    • USA
    • Brazil
    • Portugal
    • 168 (1895) Mentions of the brief online (blog posts, articles)
    Post Brief Stats
    • 24 345 Unique visitors
    • 68 Countries
    • Uk
    • South Africa
    • USA
    • Brazil
    • Portugal
    • 168 (1895) Mentions of the brief online (blog posts, articles)
    • 67 894 Video Views
    Post Brief Stats
    • 24 345 Unique visitors
    • 68 Countries
    • Uk
    • South Africa
    • USA
    • Brazil
    • Portugal
    • 168 (1895) Mentions of the brief online (blog posts, articles)
    • 67 894 Video Views
    • £100,000 Worth of PR
    Post Brief Stats
    • Bounty split in two ($5,000 for TV, $5,000 for print)
    The Winner
    • Bounty split in two ($5,000 for TV, $5,000 for print)
    • Could go to one or two people
    The Winner
    • Bounty split in two ($5,000 for TV, $5,000 for print)
    • Could go to one or two people
    • Bought 2 TV Ideas & 1 print
    The Winner
    • Bounty split in two ($5,000 for TV, $5,000 for print)
    • Could go to one or two people
    • Bought 2 TV Ideas & 1 print
    • Total = $15,000
    The Winner
    • Bounty split in two ($5,000 for TV, $5,000 for print)
    • Could go to one or two people
    • Bought 2 TV Ideas & 1 print
    • Total = $15,000
    The Winner
  • Develop and bring to life a concept for a new Red Bull on-premise drinking ritual.
  • 587 Ideas
  • We want ideas that make living a more sustainable life appealing, aspirational and cool.
  • 687 Ideas
  • Castle Lager is looking to leverage our sponsorship of the national South African soccer team (Bafana Bafana) to promote the Castle brand leading up to and during the Soccer World Cup 2010
  • 631 Ideas
  • We are looking for a concept for both a print and an online banner ad that will announce to the world that Capitec Bank is one of tomorrow's great brands and the only one to come from Africa. 
  • 648 Ideas
  • What About The Agency?
  • What About The Agency? “ In our world, we have two assets that make creativity a usable commodity: the strategy and the creative director. Between the two, we have the necessary filters to identify cool work that will work.” Colin Drummond - Account planning Crispin Porter + Bogusky
  • Benefits Independent audit found 1600% ROI off PR alone
  • Consumer insight & interaction “ Idea Bounty has exposed us to a plethora of great ideas and more than a little insight into how the world views our brand” ~ Charl Bassil, Executive Brand Manager Castle Lager, SAB Miller “ Staying truly 'fresh' is a 365 day a year challenge and we're very clear that two of the secrets to achieving this, are celebrating great ideas; and staying in touch with your consumers. What's great about Idea Bounty is it does both”. ~ Mike Leslie, Innovation & Sponsorship Manager of Levi Strauss Benefits
  • Live Now!
  • Thanks! www.ideabounty.com