"Innovation Crowd" Webinar Slides, Presented By Crowd Companies' @Jowyang and eYeka's @Joelcere

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In the era of social media, creative innovation amongst crowds is on a rise. Platforms for getting the crowd together and co-creating are the new creative solution to many of your old stagnated …

In the era of social media, creative innovation amongst crowds is on a rise. Platforms for getting the crowd together and co-creating are the new creative solution to many of your old stagnated solutions which lack the freshness and engagement aspect to it. Though crowdsourcing has been the talk of the town since a long time, yet there is an unfamiliarity feeling to it. Crowd Innovation yet raises a lot of questions in our minds.

How does innovation in crowds work? Is it really useful in increasing a company’s innovation ROI? Can we measure the results of crowd innovation? These mind boggling questions on crowd innovation have been addressed in an eYeka webinar with Jeremiah Owyang, Chief Catalyst at Crowd Companies and Joël Céré, Insight Solutions Director at eYeka, on Monday February 17 2014 at 6.30pm (CET). These are the webinar's slides.

We originally planned to publish and share a video record or the webinar, but technical glitches made us change our plans (the recording was not in high enough quality to be clear for attendees to watch and understand). We hope that these slides will help you find out what the webinar covered.

Do not hesitate to get in touch via http://www.eyeka.net/contact

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  • Introduction:Jeremiah kick-started the webinar by addressing the questions how did crowds and companies start to become one.He commenced with the question, ‘where will your company be in the next decade?’ - Innovation and technology are continuing to innovate at a fast space.
  • New technologies are on a rise, like;3D PrintingPeer to peer vending continue to grow and rise.Even bitcoin where crowd created currency, is constantly on growthThey are increasingly getting powerful, and they are able to connect to each other and it moving at an accelerated pace.
  • Data from MIT study: http://www.technologyreview.com/view/519226/technology-is-wiping-out-companies-faster-than-ever/
  • What Role do companies play when people get what they need from each other? And how would that work?
  • Connect to the crowd and enable them to lead.
  • Few examples of what all of these companies are doing today, to stay on top of all of these trends.Example: GE partners with Quirky, and Quirky enables people to submit ideas for new types of products. Whether they are consumer packages goods or they are durable goods or even electronics, like to the Home Depot or Amazon e-commerce. So GE is partnered with quirky, and enables the crowds to contribute to their own innovation processWhat about crowdfunding?
  • U-Haul, being true to their DIY nature, allowed the crowd to fund their own trucks: http://www.uhaulinvestorsclub.com/AboutUs/“U-Notes are sold in increments of $100 over the Internet with an asset-backed feature and make quarterly payments (interest and principal). These are SEC registered securities with full recourse to the issuer AMERCO, and US Bank as the third party indenture trust”http://seekingalpha.com/article/1625112-u-hauls-crowdfunding-model-for-diy-investing-interview-with-amercos-jim-shoen?source=google_news)
  • The larger trend. The first one being;1. Seeking purposeful profits2. Maximizing resources 3. Harnessing Crowd Innovation
  • Anotherexampleis TOMS shoes.If you are not familiarwith TOMS, thisis a social goodscompany. And everytimeyoubuyshoes, youalsobuyanother pair for childrenwhoneedit. If you look at the makers or artisans who are makingqualitygoods, thismeansthat TOMS ismovingfromjust …… to a market place for other people, similar people to get on board.
  • We talked about how social good is important to many featured customers that is purposeful profit. Now 2, lets get to ………………… mission. Making the most of our ….
  • Mesh which is sharing about car sharing and home sharing and even toy sharing for example,
  • B&Q is a retailer in the UK?They share ideas, goods, around the premise of their own neighborhood. This is a great way to foster community and even encourage the up-sale the B&Q other products, other services and solutions.https://www.streetclub.co.uk
  • TRUNK CLUB delivers clothes do you, an internet stylist on demandIt is a place for high end fashion.Its for busy people, who don’t have a great sense of fashion. Products that actually fit my body, and are in a latest style. It’s internet service on your demand.
  • http://news.marriott.com/2013/01/workspace-as-easy-to-book-as-a-hotel-room-now-testing-at-marriott-.html
  • Nordstormis reselling Etsy which is artistsan created goods at their own stores. They are encouraging crowds to create products at the local level and then the company does the product innovation and agility Links for reference:http://www.etsy.com/blog/news/2013/etsy-wholesale-local-artists-at-nordstrom/http://shop.nordstrom.com/c/etsy-nordstrom-presenthttp://www.forbes.com/sites/barbarathau/2013/03/07/etsy-partners-with-nordstrom-west-elm-more-mall-stores-in-store/#marketplace #retail #maker
  • Companies are agile, connected and innovative. These are the people who make and share and crowdfund. ………………….
  • To Summarize, the key takeaways are;Here is 5;Like media was socialized with peer peer file sharing in social media, its now happening in the physical world is becoming democratized. This is a business disruption and we looked at different examples, like how crowd has started building their own things.Now for the savvy companies, now these companies must use these same strategies to regain relevancies and avoid these discrepancies to become……………..Corporations that partner with the empowered people become resilient.The next ten years are crowd and companies, together.
  • Joel CERE is the globaldirector for insights & innovation for eYeka, looks after strategic planning, helping clients use co-creation and crowdsourcing more strategically.
  • It is getting more difficult for companies to innovate, be it new products, marketing.Brands to create commercial (big TV idea) now it is about being social. About conversations. TV viewership declined steadily.Media: outspend your competitors on limited channels. Now people are the media, their recommendation more important. Learn about new products from friendsBrand love: not enough. Too passive. Successful brands are those who offer something that people want to participate in.
  • One such companies that connect brands with consumers for ideation and innovation is eYeka. Welcome to the World's biggest creative playground! Since 2006 starting in Paris, now the global market leader in online crowdsourcing for marketers. Operate worldwide with offices in Europe, Asia, LatAm. eYeka is an online community of very creative individuals active in over 150 countries. They come from different culture, countries but they all have something in common: they like to solve creative challenges. They can think creatively and do creative things.
  • We have 270,000 of this 1%.
  • How does it work and what do we do with these very very creative people?Brandcomes to us with a challenge, NPD, retail, marketing, packaging, communication. We translates this marketing challenge into a creative competition that a consumer will understand, find fun, want to participate in. We promote them on our platform and interested members can participate. We do not select them, they choose. We can promote our challenges globally in 12 languages.We give our members 3 weeks, 4 weeks depending on what we ask. People will compete for cash prizes, EUR5K to EUR40K, EUR60K.
  • All the submissions are manually vetted by our inhouse team of community managers. On an average, a project can take, 2 to 3 weeks, although wait for 5 to 6 weeks depending on each project.Feedback to creators is given, so we can improve, we can check with the briefs and brands.
  • Competition ends, we analyze the entries through our team of planners and network of analysts, semioticians, category experts and give our client an actionable recommendation.---------------And if it passes the mark then it is accepted and is eligible.……….Looking at clusters,…….. or we do something more sophisticated, depending on the requirements using semiotics analysis, … category or some cultural … basically to frame the ideas from the communities. So we look at each idea individually , what those creators say…………….
  • Internal evalutation, market testing Nielsen BASES or brief their agency to refine or amplify the results.
  • OpportunityThe rise of café culture has redefined the benchmark for a quality cup of coffee and influenced the launch of more premium coffee solutions for in-home consumption such as coffee machines. This resulted in a dip in sales for instant coffee. Nescaféwas searching for a range of innovative concepts for the next generation of instant coffee to keep the category relevant and attractive.
  • ApproachWe challenged the eYeka community across the globe to reinvent instant coffee to offer the specialness and quality of a cup of coffee you get in a coffee shop while keeping the convenience of "instant", at home. Our brief: “Make the best of both worlds by reinventing instant coffee with a new product idea so it can be enjoyed at home as a treat, café style.” In 3 weeks, our community developed 138 ideas, originating from over 40 countries.This is a new product development project therefore the entries are confidential. Our client allowed us to showcase only a small selection of entries. These are not the winning entries, but just to show you the type of submission you can get from a community of creators on such brief.
  • ChandandesignerCountry: India Gender: MaleHouse of coffeeMy Concept is called " House of Coffee ". It is a straightforward approach to building a cafe like experience at home with a premium and sleek packaging, a twist of caramel flavor and an innovative and fundoo mug. PACKAGING: A doubled-up bean box with bean bags and caramelo, Perfect for a steamed up hot coffee experience. The Package itself portrays the beauty of a delicious combination of coffee and caramel. BEAN BAG: The bean bags are a functional and convenient contraption for instant coffee packed inside an air tight pouch. Caramelo: The caramel in the nozzled pouches serves dual purpose by adding that thing of sweetness to a perfectly blended coffee and as a garnish to be poured on walls of the mug to give a dripping coffee look. COFFEE MUG: The bean Mug is a bend over the edge design to give you the option of having coffee either with froth or without. So now its in your hands to have that frothy moustache every time you sip coffee or not!
  • AnlingCountry: Singapore Gender: FemaleNescafe Instant Stir-in is a revolutionary way to make a cup of cafe-style instant coffee. Al the ingredients are layered onto the stirrer, ready to dissolve. You can choose different types of stirrer with different flavors from the pack to personalize your experience.
  • rojesbastetCountry: China Gender: Female.The idea is to contain instant coffee in iron box which is in triangular prism and in different colors. You can display them together forming a nice and delicate pattern. Each color represents different flavors with different triangle tags. Within each box of instant coffee, there is a separate pack of creamer, which is condensed coffee mate syrup, it can generate rich foam in hot water. You can enjoy rich froth in your coffee. It also goes with a small metal muddler, it can provide interesting sound of metal which is just like you are in a coffee house. And it can be assembled within a hole on the cap of the box. So it's a holistic packaging.
  • ResultseYeka's creators have reinvented instant coffee across 5 major areas: changing the product states, adding café character, increasing real quality, creating an atmosphere while preparing, drinking and creativity & playfulness. The next generation of instant coffee, café style is all about the human touch. 17 winning idea clusters from the entries were identified as potential game changers and turned into research-ready concept proposals. Nestlé thenorganised focus groups withinAustralia to assesstheir commercial viability. They are now in test phases across 6 markets. In addition to NPD, the creators' ideas inspired Nescaféto change its packaging and its communication, especially around gift packs. Due to the success of this initial project, Nestlé isnowusing eYeka acrossits portfolio.
  • A zombie flick with a twist from Singapore. Zombe outbreak, victim fumbles, see a knife and decides to take his phone. Good idea to call emergency. Approaches the zombies and take selfies to put on Facebook… With a predictable ending.
  • Efficient: Faster than traditional methods,Diverse: Reach global insights, not 3 ideas, but 100 Effective: It delivers ROI.

Transcript

  • 1. Where will your company be in the next decade?
  • 2. IT IS ACCELERATING New technologies like 1) 3D printing, 2) Heavily-funded sharing economy startups 3) Crowdfunding, and 4) Bitcoin, show velocity.
  • 3. LARGE COMPANIES FALLING BY WAYSIDE Lifespan of companies on the S&P 500 continue to reduce. How will companies stay ahead?
  • 4. WHAT ROLE DO COMPANIES PLAY WHEN PEOPLE GET WHAT THEY NEED FROM EACH OTHER?
  • 5. ARE YOU READY FOR THE CROWD TO BECOME PART OF YOUR COMPANY?
  • 6. ENABLE THE CROWD TO CONTRIBUTE GE partners with Quirky for crowd innovation.
  • 7. CROWD FUNDING MEANS SHARED FATE –HIGHEST STATE OF LOYALTY U-Notes are sold in increments of $100 over the Internet with an asset- backed feature and make quarterly payments (interest and principal).
  • 8. MAKERS EXPAND PRODUCT EXPERIENCE A community of Makers from Custom Made partners with Lincoln Motors build matching jewelry for new car owners.
  • 9. WHY DO THIS? 1. SEEK PURPOSEFUL PROFIT 2. MAXIMIZE RESOURCES 3. HARNESS CROWD INNOVATION
  • 10. 1. SEEK PURPOSEFUL PROFIT
  • 11. PURPOSEFUL BRANDS PROVIDE SHARED VALUE Millennials (and beyond) want companies to have a purpose. Corporations must lead community and environment initiatives. (Blue text is execs, green text is millennials) Deloitte Study, 2011 Executives Millennials
  • 12. GIVE PEOPLE PURPOSE Toyota 100 Cars for Good Program – The program awards 100 vehicles to 100 deserving nonprofit organizations over the course of 100 days based on votes from the public.
  • 13. TOMS Enablesamarketplaceofotherartisanstoselltheirsocialgoodproducts
  • 14. 2. MAXIMIZE RESOURCES
  • 15. The Mesh: “Access to goods, services & talent triumphs over ownership” - Lisa Gansky, @Instigating Author of The Mesh
  • 16. RETAILER B&Q PROVIDES COMMUNITY AND MARKETPLACE Enables neighbors to share ideas, goods, and community around their brand.
  • 17. TRUNK CLUB: AN INTERNET STYLIST ON DEMAND Tap a “Mechanical Clerk” –Ethan Holland
  • 18. WORKSPACE ON DEMAND Marriott offers a choice of flexible work and meeting space easy to find and simple to reserve, just like a hotel room.
  • 19. 3. HARNESS CROWD INNOVATION
  • 20. COMPANIES WHO TAP THE CROWD Are more innovative, connected, and empowering others. Study shows that 78% of companies are conducting outside innovation but with varied levels of success. Study: Haas School of Business, UC Berkeley
  • 21. NORDSTROM SIGNS ON AS AN ETSY WHOLESALE BUYER To sell handcrafted & vintage goods at retail scale.
  • 22. BRANDS ENABLE 3D PRINTING FOR MASS PERSONALIZATION Nokia offers 3D files enabling custom cases to be printed at Shapeways
  • 23. Takeaway: Brands achieve Resiliency by collaborating with the empowered people for shared value.
  • 24. Introducing: Crowd Companies A Brand Council for the Collaborative Economy Our Mission: Empowered People and Resilient Brands to achieve Shared Value CrowdCompanies.com | @CrowdCompanies
  • 25. FINAL TAKEAWAYS 1. Like media was socialized, the physical world is becoming democratized. 2. People are empowered to make physical goods and share them –instead of buying anew. 3. Big companies must use these same strategies to regain relevancy. 4. Corporations that partner with the empowered people become resilient. 5. The next ten years are crowd and companies, together.
  • 26. Crowd Companies Our Mission: Empowered People & Resilient Brands for Shared Value Jeremiah Owyang Chief Catalyst, Founder @jowyang Jeremiah@CrowdCompanies.com
  • 27. Welcome to the World’s biggest creative playground
  • 28. “Innovation is the central issue in economic prosperity” Michael Porter
  • 29. The World is changing fast 5 People Recommendations from “people I know” trusted by 92% of consumers Social 4 billion hours of video watched every month on YouTube. 700 videos shared on Twitter every minute. Brand Participation 5 Media Broadcast TV viewership - 50%. Commercia l Consumers’ trust in advertising down by 23% between 2009 and 2012 Brand Love
  • 30. Is your brand still CONNECTED to what consumers want today?
  • 31. Consumers = insights + ideas
  • 32. Welcome to the World’s biggest creative playground
  • 33. 90% spectators 9% enthusiasts creators 1% validate refine unlock the 1/9/90 rule - Forrester Research Not all consumers play the same game
  • 34. 270,000 158 countries creators The World’s largest community of creators delivers diversity
  • 35. Idea generation
  • 36. All entries moderated by an international team of community managers. Fast turnaround: 3 weeks for ideation projects. 4 weeks for content. The eYeka community generates rich, visual ideas in response
  • 37. Analysis Thematic clustering. Unlocking insights/trends through semiotic analysis, category expertise or other relevant framing tool. Recommendation on potential routes and winners. 1 to 2 weeks.
  • 38. INTERNAL EVALUATION eYeka delivers fresh ideas, fast to give your brand a competitive edge IDEA GENERATION IDEAS ANALYSIS 1 2 3 eYeka will analyze creators’ ideas to articulate them into an accessible report Professional Services CONSUMER EVALUATION AGENCY BRIEFING eYeka will facilitate your next steps, from testing ideas with consumers to running workshops to brief your team(s) and agencies.
  • 39. ideas How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive? Nescafé New Product Development Expected ROI Insights and ideas that will inspire Nescafé R&D and marketing teams.
  • 40. 40 countries 3 weeks 138 entries Nescafé New Product Development
  • 41. Nescafé New Product Development
  • 42. Nescafé New Product Development
  • 43. Nescafé New Product Development
  • 44. ideas “Our partnership with eYeka will enable new thinking and a fresh approach taking our existing consumers, and using their ideas and their voice, to shape our brands for the future” Michael Sergeant, Marketing Manager, Nescafé Australia Nescafé New Product Development
  • 45. Oral-B was looking for whitespace product innovations that would transform an ordinary tooth brushing experience with connected and interactive technologies, to help consumers achieve better lifelong oral health. Expected ROI Insights and ideas that will inspire Oral-B’s R&D and marketing teams. P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 46. When it comes to oral care, most people take it for granted. Taking care of one’s teeth is not exciting and most people neglect their oral health, just because they are never really sure of doing the right thing. Tell us what an electrical toothbrush that can connect to the Internet should offer to change your life for the better. P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 47. In 22 days we received 67 ideas from 28 countries. P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 48. Innovation route Eagerness to learn proper techniques and routines P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 49. Innovation route Need for more personalized regimen P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 50. Innovation route Turn chore into enjoyment through gamification Analysis P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 51. " Our project with Eyeka was an inspiration to the commercial and technical teams from the very start. It opened thousands of opportunities that are now feeding our “Initiative Master Plan”. Thanks to the richness of the ideas we have successfully made interactivity the new vector of innovation for Oral-B." Maria Alejandra Apostoli, BM Global-EMEA Oral Care e-Business and Oral-B Power CFU, P&G P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 52. On the 20th of September 2013, Oral-B announced the launch of the Oral-B App, a breakthrough digital tool for brushing routines that connects with any Oral-B power brush. • Recognizes the brush motor sound and automatically activates a brush timer for a dentist-recommended two-minute session (exclusive technology developed by the R&D team). • Keeps track of your brushing technique and progress through comprehensive stats. • Provides oral care tips to perfect your brushing technique. • Offers news, weather updates to make brushing time enjoyable. P&G ORAL-B Inventing the first data-driven teeth brushing app
  • 53. KLM Social Videos How do we create buzz online across Asia to let a young, tech-savvy audience know of our best-in-class one-stop mobile travel service? Expected ROI Awareness: Measured in online views.
  • 54. KLM Social Videos Our brief to the eYeka community: In an engaging and very humorous video show us the disastrous, dramatic or hilarious consequences that happen when a phone addict tries doing everything (even the impossible) from his or her mobile phone.
  • 55. KLM Social Videos Results 4 weeks, 23 entries from 15 countries (Top 3 countries France, UK, Denmark)
  • 56. 39,030 Creative score 70 contests joined 12 entries accepted Won 1 contest #3 Winner The #Deadwalker niwina Video Animation Singapore
  • 57. KLM Social Videos Campaign: 23/10/13 to 8/1/14
  • 58. KLM Social Videos Amplification – Examples of media placement
  • 59. KLM Social Videos Amplification – Examples of seeding on social media communities
  • 60. KLM Social Videos Amplification – Media coverage Media placements, editorial features, social influencers, promotions, a d units and engagements on Facebook, YouTube, Youk u, Twitter, blogs and popular websites resulted in 25M OTS
  • 61. KLM Social Videos Results • 1,241,703 views • 15,983 engagement (2.35%) • Likes, comments on social communities • 80% retention rate • View till the end of the video – average is 60% • 42% over-delivery • Total views v. bought • 25,000,000 OTS
  • 62. ”We were surprised by the quality and originality of the videos produced by eYeka’s community. The combination of crowdsourced videos and social seeding seemed to have hit all the right notes with our target audience, resulting in a very successful campaign”. Antoine Peigner, Head of e-Commerce Hub, APAC Results KLM Social Videos
  • 63. “Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products” “Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. 100% adoption of the creative materials across markets. Cost saving efficiencies of 92%.” “The eYeka community generated the same level of ideas in 3 weeks as a top innovation agency in 3 months and a top design school in 6 months. 1 edutainment interactive TV channel launched. 1 million interactions in 2 months, 15,000 registered members in 2 months.” The ROI of crowdsourcing
  • 64. EffectiveEfficient Diverse eYeka’s value proposition
  • 65. Q&A