Rob Wilmot - Crowdsourcing the future of marketing

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  • 1. September 2013 Crowdsourcing – and the Future of Marketing Rob Wilmot Founder & Executive Chairman, Crowdicity Director, BCS Agency
  • 2. Crowdicity empowers organisations to connect with and harness the knowledge, ideas and experience of colleagues, customers, suppliers, members and stakeholder to discover ideas, new perspectives, views, and insights in response to challenges and opportunities. @crowdicity
  • 3. Logos
  • 4. The old marketing model Repeat Continuous in-market research Research consumer trends Establish needs Write and research detailed brief Write new product concepts Research in focus groups Task your agency / R&D team to come up with new ideas / tech More groups Repeat Research the Prototype with consumersResearch test market and predict sales Research new identity, marketing & distribution channels Launch
  • 5. As marketeers come under increasing pressure to do more with less we are seeing more organisations turning to crowdsourcing to boost marketing effectiveness. @crowdicity
  • 6. No matter who you are most of the smartest people work for someone else.” Bill Joy, Sun Microsystem “ @crowdicity
  • 7. Set challenge • Reach out to the crowd Gather inspiration & ideas • Collaborate & Improve Vote & evaluate • Share & rate Shortlist & refine Ideas • Ideas mingle & merge Advance top ideas Gather insights & trends Crowdicity process flow
  • 8. Integrated Blogs Collaboration & Sharing Personalisation Ideation Tools Reporting / KPI’s Knowledge Resources Expert Profiles Alerts & Notifications Voting Schemas Activity Streams Reputation Ranking & User Leader board Permission Management Social Media Integration Feedback Tools Timed stages Custom Innovation PipelinesCustom Data Capture File Management Categorisation & Sorting
  • 9. Working with Crowdicity Channel Partners, 100% Open and Catalyx we launched open innovation challenges with P&G creating new productive partnerships with their customers, suppliers and other brands. Case Study At a glance In less than a month using Crowdicity, P&G and Crowdicity partners 100% Open and Catalyx uncovered; • 10 deep insights about consumer behavior • 104 co-created marketing ideas • and developed and validated a 12 month digital communication plan. • All for about the same cost as a round of traditional focus
  • 10. Crowdicity was bought in by our partners at 100% Open to power LEGO's ideas platform and deliver a range of innovation communities aimed at employees, consumers and partners. Case Study At a glance The Crowdicity powered ‘Connecting the Dots’ and ‘Our LEGO Ideas’ communities enabled employees, consumers and partners to freely and openly share and collaborate on business and product ideas on a global basis.
  • 11. Saint-Gobain and digital marketing agency BCSAgency used Crowdicity to harness the insights and opinion of customers to redefine the Jewson Kitchen Category. Case Study At a glance • 1,200 customers and partners were invited into the specialist innovation community • Showed that customers want to share their ideas and experiences in detail. • Showed that crowdsourcing can deliver valuable customer insight into the business that would be difficult to access any other way.
  • 12. The United Nations and Kofi Annan Foundation use Crowdicity to crowdsource the voice and ideas of the global youth to influence decisions at the United Nations on the Future They Want. Case Study At a glance • 5 weeks • 4000 young people around the world • 1000 unique ideas • 15k votes • 12k comments • Global reach through Social Media networks of 16 million users
  • 13. Why Marketing should be adapting to Crowdsourcing practices ?… @crowdicity
  • 14. Old research and market testing model can be expensive and does not maximise reach and tends to be one way. Crowdsourcing new ideas cost a fraction of this. More importantly, ideas come through pre-assessed and market validated. COST @crowdicity
  • 15. It’s not the big that eat the small… it’s the fast that eat the slow.” Laurence Haughton, Business Author “ @crowdicity SPEED
  • 16. Reduce years of consumer insight, proposition evaluation and product development research and test marketing to a few weeks. @crowdicity SPEED
  • 17. @crowdicity the needs of the many outweigh the needs of the few” Dr. Spock, Start Trek II: The Wrath of Khan “ Reach
  • 18. @crowdicity Reach Using the power of social networking you can reach vast but relevant audiences benefiting from the self selection of who is friends with whom. Welcome to the World’s biggest focus group
  • 19. BUT, the best argument to why marketing should be adapting to Crowdsourcing practices isn't cost or speed - it’s … @crowdicity
  • 20. CREATIVITY @crowdicity
  • 21. Companies from LEGO, to P&G, to Saint-Gobain have learned to trust consumers to know what they want and encourage them to imagine and demand it. CREATIVI TY @crowdicity
  • 22. Think Big @crowdicity
  • 23. Any Questions? Rob Wilmot Founder & Executive Chairman, Crowdicity Director, BCS Agency @robwilmot