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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, a...
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 ...
Traditional Model  Vs. Crowdsourcing Pay by the hour More brains = more hours Costs grow exponentially with the number of ...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
Traditional Model  Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours...
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, ...
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 ...
2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer ...
2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer ...
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 practition...
3. Level playing field, equal risk It provides new-comers with a chance to show their skills ...and established practition...
A Closer Look…
www.ideabounty.com   is a crowdsourcing platform for creative/marketing ideas & solutions with 1,000’s of registered creat...
 
 
 
What We Did
<ul><li>Helped define & write the brief  </li></ul>What We Did
<ul><li>Helped define & write the brief  </li></ul><ul><li>Promoted the brief </li></ul>What We Did
<ul><li>Helped define & write the brief  </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR  </li></...
<ul><li>Helped define & write the brief  </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR  </li></...
<ul><li>Helped define & write the brief  </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR  </li></...
<ul><li>Helped define & write the brief  </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR  </li></...
New Print & TV Ad
Had To Use The Animal
Requirements
<ul><li>Print Ad </li></ul>Promotion
<ul><li>Print Ad </li></ul>Promotion
<ul><li>Print Ad </li></ul><ul><li>Online Banners </li></ul>Promotion
<ul><li>Print Ad </li></ul><ul><li>Online Banners </li></ul><ul><li>Social Media Seeding </li></ul>Promotion
<ul><li>Print Ad </li></ul><ul><li>Online Banners </li></ul><ul><li>Social Media Seeding </li></ul><ul><li>E-mail Newslett...
Press
<ul><li>Helps with Idea selection </li></ul>Idea Bounty Scoring System
<ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul>Idea Bounty Scor...
<ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul><ul><li>Feedback...
<ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul><ul><li>Feedback...
<ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul><ul><li>Feedback...
1185 Ideas Submitted  Post Brief Stats
<ul><li>24 345  Unique visitors </li></ul>Post Brief Stats
<ul><li>24 345  Unique visitors </li></ul><ul><li>68  Countries  </li></ul>Post Brief Stats
<ul><li>24 345  Unique visitors </li></ul><ul><li>68  Countries  </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li>...
<ul><li>24 345  Unique visitors </li></ul><ul><li>68  Countries  </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li>...
<ul><li>24 345  Unique visitors </li></ul><ul><li>68  Countries  </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li>...
<ul><li>24 345  Unique visitors </li></ul><ul><li>68  Countries  </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li>...
<ul><li>Bounty split in two ($5,000 for TV, $5,000 for print)  </li></ul>The Winner
<ul><li>Bounty split in two ($5,000 for TV, $5,000 for print)  </li></ul><ul><li>Could go to one or two people </li></ul>T...
<ul><li>Bounty split in two ($5,000 for TV, $5,000 for print)  </li></ul><ul><li>Could go to one or two people </li></ul><...
<ul><li>Bounty split in two ($5,000 for TV, $5,000 for print)  </li></ul><ul><li>Could go to one or two people </li></ul><...
<ul><li>Bounty split in two ($5,000 for TV, $5,000 for print)  </li></ul><ul><li>Could go to one or two people </li></ul><...
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 t...
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...
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 ...
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 in...
Live Now!
Thanks! www.ideabounty.com
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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

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

    1. 1. Destruction of an industry or a future we need to embrace? by: Daniel Neville Crowdsourcing Creativity
    2. 5. What Is Crowdsourcing?
    3. 6. 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
    4. 7. Not A New Idea…
    5. 8. 1. 19th Century Oxford English Dictionary Not A New Idea…
    6. 9. 1. 19th Century Oxford English Dictionary 2. 1798 Longitude Prize Not A New Idea…
    7. 10. 1. 19th Century Oxford English Dictionary 2. 1798 Longitude Prize Then came technology.... Not A New Idea…
    8. 11. With Tech. The Crowd Is..
    9. 12. 1. Larger With Tech. The Crowd Is..
    10. 13. 1. Larger 2. Connected With Tech. The Crowd Is..
    11. 14. 1. Larger 2. Connected 3. Contributing in many ways/range of skill levels With Tech. The Crowd Is..
    12. 15. 1. Larger 2. Connected 3. Contributing in many ways/range of skill levels With Tech. The Crowd Is..
    13. 16. Crowdsourcing What?
    14. 17. Crowdsourcing What?
    15. 18. Crowdsourcing Applied To Business
    16. 19. 3 Types of Crowdsourcing Crowdsourcing Applied To Business
    17. 20. 3 Types of Crowdsourcing 4 Applications of Crowdsourcing Crowdsourcing Applied To Business
    18. 21. 1. Creation: The public contributes the content Types Of Crowdsourcing
    19. 22. 1. Creation: The public contributes the content Types Of Crowdsourcing
    20. 23. 2. Prediction: public action determines the results Types Of Crowdsourcing
    21. 24. 2. Prediction: public action determines the results Types Of Crowdsourcing
    22. 25. 3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing
    23. 26. 3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing
    24. 27. 1. Product Development Applications Of Crowdsourcing
    25. 28. 1. Product Development Applications Of Crowdsourcing
    26. 29. 2. Initiatives, new business, problem solving Applications Of Crowdsourcing
    27. 30. 2. Initiatives, new business, problem solving Applications Of Crowdsourcing
    28. 31. 3. Communications, marketing, advertising Applications Of Crowdsourcing
    29. 32. 3. Communications, marketing, advertising Applications Of Crowdsourcing
    30. 33. 4. Prediction, forecasting Applications Of Crowdsourcing
    31. 34. 4. Prediction, forecasting Applications Of Crowdsourcing
    32. 35. Why Crowdsource?
    33. 36. Traditional Model Vs. Crowdsourcing
    34. 37. Traditional Model Vs. Crowdsourcing Pay by the hour
    35. 38. Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours
    36. 39. Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours Costs grow exponentially with the number of solutions
    37. 40. 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
    38. 41. 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
    39. 42. 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
    40. 43. 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
    41. 44. 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’
    42. 45. 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
    43. 46. 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
    44. 47. 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
    45. 48. Why Does The Crowd Participate?
    46. 49. 1. The 'rise of the amateur' Why Does The Crowd Participate?
    47. 50. 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?
    48. 51. 2. The “Ideas Economy” Why Does The Crowd Participate?
    49. 52. 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?
    50. 53. 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?
    51. 54. 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?
    52. 55. 3. Level playing field, equal risk Why Does The Crowd Participate?
    53. 56. 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?
    54. 57. 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?
    55. 58. A Closer Look…
    56. 59. www.ideabounty.com is a crowdsourcing platform for creative/marketing ideas & solutions with 1,000’s of registered creatives ready to tackle your brief.
    57. 63. What We Did
    58. 64. <ul><li>Helped define & write the brief </li></ul>What We Did
    59. 65. <ul><li>Helped define & write the brief </li></ul><ul><li>Promoted the brief </li></ul>What We Did
    60. 66. <ul><li>Helped define & write the brief </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR </li></ul>What We Did
    61. 67. <ul><li>Helped define & write the brief </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR </li></ul><ul><li>Filtered Ideas/submissions </li></ul>What We Did
    62. 68. <ul><li>Helped define & write the brief </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR </li></ul><ul><li>Filtered Ideas/submissions </li></ul><ul><li>Produced brand insights gained from submissions </li></ul>What We Did
    63. 69. <ul><li>Helped define & write the brief </li></ul><ul><li>Promoted the brief </li></ul><ul><li>Dealt with all PR </li></ul><ul><li>Filtered Ideas/submissions </li></ul><ul><li>Produced brand insights gained from submissions </li></ul><ul><li>Full day Idea selection workshop with Unilever team </li></ul>What We Did
    64. 70. New Print & TV Ad
    65. 71. Had To Use The Animal
    66. 72. Requirements
    67. 73. <ul><li>Print Ad </li></ul>Promotion
    68. 74. <ul><li>Print Ad </li></ul>Promotion
    69. 75. <ul><li>Print Ad </li></ul><ul><li>Online Banners </li></ul>Promotion
    70. 76. <ul><li>Print Ad </li></ul><ul><li>Online Banners </li></ul><ul><li>Social Media Seeding </li></ul>Promotion
    71. 77. <ul><li>Print Ad </li></ul><ul><li>Online Banners </li></ul><ul><li>Social Media Seeding </li></ul><ul><li>E-mail Newslett er </li></ul>Promotion
    72. 78. Press
    73. 79. <ul><li>Helps with Idea selection </li></ul>Idea Bounty Scoring System
    74. 80. <ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul>Idea Bounty Scoring System
    75. 81. <ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul><ul><li>Feedback & reward system for creatives </li></ul>Idea Bounty Scoring System
    76. 82. <ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul><ul><li>Feedback & reward system for creatives </li></ul><ul><li>Ideas scored from 1 to 10 across 5 categories </li></ul>Idea Bounty Scoring System
    77. 83. <ul><li>Helps with Idea selection </li></ul><ul><li>Separates good Ideas from really good Ideas </li></ul><ul><li>Feedback & reward system for creatives </li></ul><ul><li>Ideas scored from 1 to 10 across 5 categories </li></ul><ul><ul><ul><li>On brief/brand </li></ul></ul></ul><ul><ul><ul><li>Clear </li></ul></ul></ul><ul><ul><ul><li>Practical </li></ul></ul></ul><ul><ul><ul><li>Campaignable </li></ul></ul></ul><ul><ul><ul><li>WOW factor </li></ul></ul></ul>Idea Bounty Scoring System
    78. 84. 1185 Ideas Submitted Post Brief Stats
    79. 85. <ul><li>24 345 Unique visitors </li></ul>Post Brief Stats
    80. 86. <ul><li>24 345 Unique visitors </li></ul><ul><li>68 Countries </li></ul>Post Brief Stats
    81. 87. <ul><li>24 345 Unique visitors </li></ul><ul><li>68 Countries </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li></ul><ul><li>USA </li></ul><ul><li>Brazil </li></ul><ul><li>Portugal </li></ul>Post Brief Stats
    82. 88. <ul><li>24 345 Unique visitors </li></ul><ul><li>68 Countries </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li></ul><ul><li>USA </li></ul><ul><li>Brazil </li></ul><ul><li>Portugal </li></ul><ul><li>168 (1895) Mentions of the brief online (blog posts, articles) </li></ul>Post Brief Stats
    83. 89. <ul><li>24 345 Unique visitors </li></ul><ul><li>68 Countries </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li></ul><ul><li>USA </li></ul><ul><li>Brazil </li></ul><ul><li>Portugal </li></ul><ul><li>168 (1895) Mentions of the brief online (blog posts, articles) </li></ul><ul><li>67 894 Video Views </li></ul>Post Brief Stats
    84. 90. <ul><li>24 345 Unique visitors </li></ul><ul><li>68 Countries </li></ul><ul><li>Uk </li></ul><ul><li>South Africa </li></ul><ul><li>USA </li></ul><ul><li>Brazil </li></ul><ul><li>Portugal </li></ul><ul><li>168 (1895) Mentions of the brief online (blog posts, articles) </li></ul><ul><li>67 894 Video Views </li></ul><ul><li>£100,000 Worth of PR </li></ul>Post Brief Stats
    85. 91. <ul><li>Bounty split in two ($5,000 for TV, $5,000 for print) </li></ul>The Winner
    86. 92. <ul><li>Bounty split in two ($5,000 for TV, $5,000 for print) </li></ul><ul><li>Could go to one or two people </li></ul>The Winner
    87. 93. <ul><li>Bounty split in two ($5,000 for TV, $5,000 for print) </li></ul><ul><li>Could go to one or two people </li></ul><ul><li>Bought 2 TV Ideas & 1 print </li></ul>The Winner
    88. 94. <ul><li>Bounty split in two ($5,000 for TV, $5,000 for print) </li></ul><ul><li>Could go to one or two people </li></ul><ul><li>Bought 2 TV Ideas & 1 print </li></ul><ul><li>Total = $15,000 </li></ul>The Winner
    89. 95. <ul><li>Bounty split in two ($5,000 for TV, $5,000 for print) </li></ul><ul><li>Could go to one or two people </li></ul><ul><li>Bought 2 TV Ideas & 1 print </li></ul><ul><li>Total = $15,000 </li></ul>The Winner
    90. 96. Develop and bring to life a concept for a new Red Bull on-premise drinking ritual.
    91. 97. 587 Ideas
    92. 98. We want ideas that make living a more sustainable life appealing, aspirational and cool.
    93. 99. 687 Ideas
    94. 100. 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
    95. 101. 631 Ideas
    96. 102. 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. 
    97. 103. 648 Ideas
    98. 104. What About The Agency?
    99. 105. 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
    100. 106. Benefits Independent audit found 1600% ROI off PR alone
    101. 107. 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
    102. 108. Live Now!
    103. 109. Thanks! www.ideabounty.com
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