BSI<br />Open Innovation andWhatitMeanstoYou<br />Marketing 2.0 Conference, Paris 2010<br />
Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
M2C Conference: <br />March 22nd, 2010<br />Open Innovation and What it Means to You<br />Bonnie Kiesling<br />VP Marketin...
O•penIn•no•va•tion1. n. a methodology for harnessing collective intelligence in a world of widely distributed knowledge 2....
Entire Planet of Problem Solvers<br />I have a problem<br />I have a solution<br />
Crowdsourcing isn’t New …<br />LONGITUDE PRIZE<br />Offered by the British government through an Act of Parliament in 1714...
Another Example …<br />ORTEIG PRIZE<br />$25,000 reward offered in 1919 by hotel owner Raymond Orteig to the first allied ...
BACKGROUND<br /><ul><li>GoldCorp, Inc - a struggling business that wanted to increase its mining success rate in an old mi...
The CEO decided they should share all available company-owned geological data (the proprietary crown jewels) of the mine w...
They offered $575,000 prize money to the whoever that could use the data to tell them to find at least 6 million ounces of...
Goldcorp drilled 4 of the winners' targets and have hit on all 4
The prize winner? Fractal Graphics, a software firm based in Perth – never seen a mine, doesn't understand the gold business
The company shot from US$100 million to US$9 billion in revenue</li></ul>The GoldCorp Story<br />
Our Opportunity to Use Open Innovation and Crowdsourcing on a Massive Scale is …<br />Why Now?  The Perfect Storm! (Don Ta...
The InnoCentive Open Innovation Marketplace<br />Seekers works with InnoCentive to formulate aChallenge and award<br />Inn...
Solutions from Unlikely Places<br />1989 Exxon Valdez Oil Spill<br />Oil Spill Recovery Institute (OSRI) formed shortly th...
Magic in Diversity<br />12<br />Marginal Impact of Problem Distance and Probability of Creating a Winning Solution<br />20...
Reality, Diversity, and the “Long Tail”<br />13<br />
The InnoCentive Community & Marketing<br />
Solutions for Marketing Problems<br />Over 2,00 people worked on project Received over 200 submission<br />Solvers include...
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Open Innovation and What it Means to You

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  • Open Innovation was coined by Dr. Henry Chesbrough in 2003Open innovation works hand in hand withcrowdsourcing
  • Essentially we are talking about distributing problems to a very wide net to find solutions. Taking advantage of all the smart and creative minds on the planet
  • Why this works – the long tail
  • This phenomenon extends into creative areas:
  • Transcript of "Open Innovation and What it Means to You"

    1. 1. BSI<br />Open Innovation andWhatitMeanstoYou<br />Marketing 2.0 Conference, Paris 2010<br />
    2. 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
    3. 3. M2C Conference: <br />March 22nd, 2010<br />Open Innovation and What it Means to You<br />Bonnie Kiesling<br />VP Marketing<br />InnoCentive, Inc.<br />
    4. 4. O•penIn•no•va•tion1. n. a methodology for harnessing collective intelligence in a world of widely distributed knowledge 2. adj. a creative approach for encouraging fresh thinking to accelerate the development of breakthrough ideas<br />
    5. 5. Entire Planet of Problem Solvers<br />I have a problem<br />I have a solution<br />
    6. 6. Crowdsourcing isn’t New …<br />LONGITUDE PRIZE<br />Offered by the British government through an Act of Parliament in 1714 for a simple and practical method for the precise determination of a ship's longitude. <br />In total, over ₤100,000 was given in the form of encouragements and awards, the significant winner was John Harrison who received ₤14,315 for his work on chronometers from 1737 to 1764.<br />Source: Wikipedia<br />John Harrison’s Chronometer H5<br />
    7. 7. Another Example …<br />ORTEIG PRIZE<br />$25,000 reward offered in 1919 by hotel owner Raymond Orteig to the first allied aviator(s) to fly non-stop from New York City to Paris or vice-versa. By1924, aviation technology had advanced to the point that numerous competitors vied for the prize.<br />Relative-unknown Charles Lindbergh won the prize in 1927 in his aircraft Spirit of St. Louis. <br />Lindbergh became the first solo pilot to cross the Atlantic non-stop in a fixed-wing aircraft<br />Source: Wikipedia<br />Charles Lindbergh and Raymond Orteig<br />
    8. 8. BACKGROUND<br /><ul><li>GoldCorp, Inc - a struggling business that wanted to increase its mining success rate in an old mine called in Canada
    9. 9. The CEO decided they should share all available company-owned geological data (the proprietary crown jewels) of the mine with everyone on the Internet
    10. 10. They offered $575,000 prize money to the whoever that could use the data to tell them to find at least 6 million ounces of gold</li></ul>RESULTS<br /><ul><li>1,400 scientists, engineers, and geologists from 50 countries started their virtual exploration
    11. 11. Goldcorp drilled 4 of the winners' targets and have hit on all 4
    12. 12. The prize winner? Fractal Graphics, a software firm based in Perth – never seen a mine, doesn't understand the gold business
    13. 13. The company shot from US$100 million to US$9 billion in revenue</li></ul>The GoldCorp Story<br />
    14. 14. Our Opportunity to Use Open Innovation and Crowdsourcing on a Massive Scale is …<br />Why Now? The Perfect Storm! (Don Tapscott)<br />Technology Revolution<br />Demographic Revolution<br />Social Revolution<br />Economic Revolution<br />
    15. 15. The InnoCentive Open Innovation Marketplace<br />Seekers works with InnoCentive to formulate aChallenge and award<br />InnoCentive posts Challenge on its public Marketplace of 200,000 global Solvers<br />Solvers view Challenges and submit solutions<br />Seeker selects winning solution &awards Solver<br />Solver transfers intellectual property to Seeker<br />
    16. 16. Solutions from Unlikely Places<br />1989 Exxon Valdez Oil Spill<br />Oil Spill Recovery Institute (OSRI) formed shortly thereafter and is chartered with developing recovery techniques.<br />Oil Remains on Floor of Prince William Sound Today<br />Brightest minds in the industry could not solve the problem of separating frozen oil from water in collection barges.<br />2007 OSRI Buys Game Changing Solution for $20,000<br />Construction Engineer from Midwest suggested a technique used in the concrete industry for keeping cement fluid during large pours.<br />
    17. 17. Magic in Diversity<br />12<br />Marginal Impact of Problem Distance and Probability of Creating a Winning Solution<br />20%<br />10%<br />Probability of Solving<br />Inside Outside<br />Winning Solutions most likely from 6 disciplines away from problem!<br />
    18. 18. Reality, Diversity, and the “Long Tail”<br />13<br />
    19. 19. The InnoCentive Community & Marketing<br />
    20. 20. Solutions for Marketing Problems<br />Over 2,00 people worked on project Received over 200 submission<br />Solvers included:<br />PhD in Genetics<br />Aircraft Engineer<br />Organizational Dev Prof. <br />Seeker gave 6 awards!!!!<br />Solvers included:<br />Authors<br />Doctors<br />Students<br />
    21. 21. Crowdsourcing for T-shirts<br />
    22. 22. Crowdsourcing for Designs<br />
    23. 23. Crowdsourced Advertising Agency<br />
    24. 24. Open Innovation is Powerful and Here to Stay<br />New and Open<br />Old and Closed<br />Linear, Slow<br />Proprietary Knowledge<br />Hire the best and solve within<br />Wisdom of experts<br />Exponential, networked, quick<br />Shared Knowledge<br />Find and use the best minds anywhere<br />Wisdom of the crowds<br />
    25. 25. The Marketing opportunities are limitless….Questions? <br />THANK YOU!<br />Bonnie Kiesling<br />VP of Marketing<br />InnoCentive, Inc.<br />

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