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

Destruction of an industry or a future we need to embrace? by: Daniel Neville Crowdsourcing Creativity

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..

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

2. Prediction: public action determines the results Types Of Crowdsourcing

3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing

1. Product Development Applications Of Crowdsourcing

2. Initiatives, new business, problem solving Applications Of Crowdsourcing

3. Communications, marketing, advertising 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?

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?

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.

What We Did

Helped define & write the brief
What We Did

Promoted the brief
What We Did

Promoted the brief
Dealt with all PR
What We Did

Promoted the brief
Dealt with all PR
Filtered Ideas/submissions
What We Did

Promoted the brief
Dealt with all PR
Produced brand insights gained from submissions
What We Did

Promoted the brief
Dealt with all PR
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
Online Banners
Promotion

Print Ad
Online Banners
Social Media Seeding
Promotion

Print Ad
Online Banners
Social Media Seeding
E-mail Newslett er
Promotion

Helps with Idea selection
Idea Bounty Scoring System

Separates good Ideas from really good Ideas

Feedback & reward system for creatives

Ideas scored from 1 to 10 across 5 categories

Ideas scored from 1 to 10 across 5 categories
On brief/brand
Clear
Practical
Campaignable
WOW factor

1185 Ideas Submitted Post Brief Stats

24 345 Unique visitors
Post Brief Stats

68 Countries
Post Brief Stats

68 Countries
Uk
South Africa
USA
Brazil
Portugal
Post Brief Stats

68 Countries
Uk
South Africa
USA
Brazil
Portugal
168 (1895) Mentions of the brief online (blog posts, articles)
Post Brief Stats

68 Countries
Uk
South Africa
USA
Brazil
Portugal
67 894 Video Views
Post Brief Stats

68 Countries
Uk
South Africa
USA
Brazil
Portugal
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

Could go to one or two people
The Winner

Bought 2 TV Ideas & 1 print
The Winner

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

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

by Daniel Neville on Oct 22, 2010

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