September 2013
Crowdsourcing –
and the Future of
Marketing
Rob Wilmot
Founder & Executive Chairman, Crowdicity
Director, B...
Crowdicity
empowers organisations to connect
with and harness the
knowledge, ideas and experience of
colleagues, customers...
Logos
The old marketing model
Repeat
Continuous
in-market
research
Research
consumer
trends
Establish
needs
Write and
research
d...
As marketeers come under
increasing pressure to do more
with less we are seeing more
organisations turning to
crowdsourcin...
No matter who you
are most of the
smartest people work
for someone else.”
Bill Joy, Sun Microsystem
“
hello@crowdicity.com...
Set
challenge
• Reach out to
the crowd
Gather
inspiration
& ideas
• Collaborate &
Improve
Vote &
evaluate
• Share & rate
S...
Integrated Blogs
Collaboration & Sharing
Personalisation
Ideation Tools
Reporting / KPI’s
Knowledge Resources
Expert Profi...
Working with Crowdicity Channel Partners, 100% Open and Catalyx we launched open innovation
challenges with P&G creating n...
Crowdicity was bought in by our partners at 100% Open to power LEGO's ideas platform and deliver a
range of innovation com...
Saint-Gobain and digital marketing agency BCSAgency used Crowdicity to harness the insights and
opinion of customers to re...
The United Nations and Kofi Annan Foundation use Crowdicity to crowdsource the voice and ideas of
the global youth to infl...
Why Marketing should be
adapting to
Crowdsourcing practices
?…
hello@crowdicity.com @crowdicity
crowdicity.com
Old research and market testing model
can be expensive and does not maximise
reach and tends to be one way.
Crowdsourcing ...
It’s not the big that eat
the small… it’s the fast
that eat the slow.”
Laurence Haughton, Business
Author
“
hello@crowdici...
Reduce years of consumer insight,
proposition evaluation and product
development research and test
marketing to a few week...
hello@crowdicity.com @crowdicity
crowdicity.com
the needs of the many
outweigh the needs of
the few”
Dr. Spock, Start Trek...
hello@crowdicity.com @crowdicity
crowdicity.com
Reach
Using the power of social networking
you can reach vast but relevant...
BUT, the best argument to why
marketing should be adapting to
Crowdsourcing practices isn't cost
or speed - it’s …
hello@c...
CREATIVITY
hello@crowdicity.com @crowdicity
crowdicity.com
Companies from LEGO, to P&G, to
Saint-Gobain have learned to trust
consumers to know what they want and
encourage them to ...
Think Big
hello@crowdicity.com @crowdicity
crowdicity.com
Any Questions?
Rob Wilmot
Founder & Executive Chairman, Crowdicity
Director, BCS Agency
Rob.wilmot@crowdicity.com
@robwilm...
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Rob Wilmot - Crowdsourcing the future of marketing

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Rob Wilmot - Crowdsourcing the future of marketing

  1. 1. September 2013 Crowdsourcing – and the Future of Marketing Rob Wilmot Founder & Executive Chairman, Crowdicity Director, BCS Agency
  2. 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.com hello@crowdicity.com @crowdicity crowdicity.com
  3. 3. Logos
  4. 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. 5. As marketeers come under increasing pressure to do more with less we are seeing more organisations turning to crowdsourcing to boost marketing effectiveness. hello@crowdicity.com @crowdicity crowdicity.com
  6. 6. No matter who you are most of the smartest people work for someone else.” Bill Joy, Sun Microsystem “ hello@crowdicity.com @crowdicity crowdicity.com
  7. 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. 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. 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. 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. 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. 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. 13. Why Marketing should be adapting to Crowdsourcing practices ?… hello@crowdicity.com @crowdicity crowdicity.com
  14. 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 hello@crowdicity.com @crowdicity crowdicity.com
  15. 15. It’s not the big that eat the small… it’s the fast that eat the slow.” Laurence Haughton, Business Author “ hello@crowdicity.com @crowdicity crowdicity.com SPEED
  16. 16. Reduce years of consumer insight, proposition evaluation and product development research and test marketing to a few weeks. hello@crowdicity.com @crowdicity crowdicity.com SPEED
  17. 17. hello@crowdicity.com @crowdicity crowdicity.com the needs of the many outweigh the needs of the few” Dr. Spock, Start Trek II: The Wrath of Khan “ Reach
  18. 18. hello@crowdicity.com @crowdicity crowdicity.com 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. 19. BUT, the best argument to why marketing should be adapting to Crowdsourcing practices isn't cost or speed - it’s … hello@crowdicity.com @crowdicity crowdicity.com
  20. 20. CREATIVITY hello@crowdicity.com @crowdicity crowdicity.com
  21. 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 hello@crowdicity.com @crowdicity crowdicity.com
  22. 22. Think Big hello@crowdicity.com @crowdicity crowdicity.com
  23. 23. Any Questions? Rob Wilmot Founder & Executive Chairman, Crowdicity Director, BCS Agency Rob.wilmot@crowdicity.com @robwilmot www.crowdicity.com

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