Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning

by Francesco D'Orazio on Oct 26, 2009

11,640 views

Barely a day goes by without a website, campaign or competition cropping up, promising to harness the collective wisdom of crowds for the benefit of brands. Consumer generated inputs are playing a more and more prominent role into research, innovation and planning.

However, it is still not very clear what are the most suitable approaches, frameworks and methodologies available for for doing this.

This presentation, recently discussed at a number of conferences in the UK, Spain and Italy, looks in particular at crowd-sourcing and co-creation: when to use them, what are the advantages, the drawbacks and the workarounds, what are the deliverables and how could these grassroots practices fit into the existing marketing processes.

Using crowd-sourcing and co-creation as complementary frameworks is key to harness the wisdom of the crowds both at an individual and group-thinking level, bringing together bottom up and top down approaches, online and offline, to make sure the richness provided by mass collaboration is effectively shaped and leveraged by informed strategic thinking and expert insight.

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Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning — Presentation Transcript

bottom up is notand crowd-sourcing co-creation enough for research, innovation and planning francesco d’orazio, face, september 2009, london

setting the scene

brave [old] world

evolved consumers huge untapped creative potential

empowered consumer quick, easy, cheap ways for voicing your opinion, super connected, always on

participatory culture ...way beyond media and consumption

post-consumer era “this is not a question of scale. It is a different way of existing” J.Murdoch

omnivorous remix “it is no longer about what your brand does to the consumer but what consumers are doing to and with your brand” Mark Earls

“where the truth lies”

not only trust in ads has fallen but also its structural capacity of generating influence (reach) media clutter

sea of niches personalization, diversification, fragmentation, niches culture, tailored approach

always in beta personalization and diversification also mean that systems have to be flexible and adaptive to incorporate the users input

around me: pull NOT push fragmentation also means the new and only potential center is now “me”

real-time immediacy getting information that’s relevant to who I am, where I am and what I’m up to sharing information with the right people, at the right time, in the right way

ambient model continuous togetherness

how is marketing [still] responding to all this?

ivory tower mentality

consumers don’t really know what they want

still dreaming of raising the perfect consumer

consumers as passive respondents

campaigns consumers engage with brands every day why should brands engage with them quarterly?

one size fits all supposedly consistency... actually, blindness to organic diversity

command & control

monolithic brands

planning in silos

not invented here syndrome

asynchronous mode

the world has changed marketing, branding and the “agency model” haven’t changed that much...

in s ig ht ra d io agencies in t pr brand agency brand tv insight new exp on lin e channels new consumers

marketing : social media = tin pan alley : rocknroll

how do we move away from this model?

social media is NOT another channel is the platform where all media converge and the glue between brands and consumers +insights +idea generation +testing & validation +distribution +wom & advocacy

brand don’t own the space anymore, consumers own it strategy should be built around them not around the brand

people not alien consumers

it’s all about immersion

tapping into the richest insight field, free, spontaneous, always up-to-date

consumers as partners

the web as world’s largest creative department

continuous engagement, not campaigns

conversations and relationships, NOT messages

cross-media experience-driven not channel-driven

one size doesn’t fit all 1000 heads for 1000 msgs

agile branding responding to change over following a plan [adaptive brand planning]

old vs new model consumers people observation immersion respondents partners messages relationships campaigns story one size niche tailored channels experiences silos collaboration monolithic adaptive

From this… in s ig ht ra d io agencies in t pr brand agency brand tv insight exp on lin e channels consumers

To this… ra d io social media we b ide as ts igh ins tv brand agency consumers print communities ide as s ht sig in p ex t en facilitate channels bi am brands

Fast Company predicts "Ad agency executive" to be among six jobs that won't exist in 2016

but is it really all about bottom-up and crowd engagement?

some reactions... “only works with a simple and well-defined brand” “I don’t want 1000 ideas, I want one really good one” “you won’t get a collaborative process” “you need to have arguments” “crowd-sourcing doesn’t lend itself to the big idea” “no access to strategy or insight” “all you get is a bunch of one-off ads”

let’s take a step back

what you get +bottom-up richness +global crowd +diversified crowd +wider range of talent +cost-effective +lots of ideas +rich insight +consumer-brand relationship +peer-rating +buzz

what’s missing -it’s many-to-one -not very targeted -it’s bottom-up but still vertical -access to insight and strategy (confidentiality) -collaboration -editing, building on, refining -funneling process -face-to-face -strategic thinking

bottom up is not enough “the bottom-up mind will take us much further, but will never take us to the end goal” (kevin kelly) Crowd-sourcing needs to be part of a bigger process

let’s take a look at another approach

co-creation Is the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief. Is about leveraging consumers’ creativity without preempting the results of the process Can take place on-line in communities or/and offline in workshops

1. Download Offline workshop to draw out and share existing knowledge, drive out gaps, and co create the brief 2. Explore the 5.Advance online community with Offline workshops with client and stimulus to encourage stakeholders to define pipeline, category exploration and priorities and short and long term insight, team bonding, and co-creation work streams. creative stimulation. process 3. Co create 4. Refine Consumers, clients and wider stakeholders brought Best ideas taken back online to further together in an offline distil, evaluate, combine and develop.. workshop using our co Extra validation can be provided by creation process to adding fresh consumers to community generate, define, explore, to get an objective perspective and validate ideas.

structure of a co-creation session

ideas selection clustering arguing! refining pitching voting

what you get +few-to-few-to-one +more targeted +bottom-up and top-down +collaboration, editing, building on +refinement and funneling +online & face-to-face +access to insight and strategy (confidentiality) +strategic thinking +faster process +immersive +robust and tailored concepts

what’s missing [compared to crowdsourcing] -smaller crowd -local -less diversification -fewer ideas -more expensive than crowd-sourcing

the case for a hybrid model bottom-up + top-down crowds + individuals group thinking + individual thinking

the hybrid model consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop

bottom-up consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop top down

the hybrid model consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop No longer a linear process but a loop

the process A.social media immersion B.research community C.crowd-sourcing D.co-creation final concepts output

A.social media immersion

A.social media immersion/2 1. brand social media presence 2. quantitative & qualitative visibility 3. topics and perceptions 4. brand social network 5. brand influencers • identify the issues • identify the co-creators

idea generation process B C D Once the platforms for co-creation have been identified we engage our creative communities through a) exploration tasks, b) crowd-sourcing tasks and c) co-creation tasks

B. exploration Online community with stimulus to encourage category exploration and insight, team bonding, and creative stimulation. 360° view of users to see how the brand fits in their everyday life. Specific tasks are designed to investigate further the themes emerged in the monitoring stage.

C.crowd-sourcing Emerging themes and issues are broken down into smaller creative problem-solving tasks and broadcasted to a targeted group of solvers in the online community in the form of an open call for solutions. The users generate, define, explore and validate ideas and also sort through them, finding the best ones, voting on them, commenting on them to improve and develop them further.

C.crowd-sourcing/2 hypothesis ideas validation generation tasks tasks users users response clustering response ranking key insights & ideas

D.co-creation The best ideas are selected and then taken to a selected group of users who develop them further with the help of the brand stakeholders, the experts and Face planners and researchers.

D.co-creation/2 strongest ideas dev tasks final concepts insights + refined concepts

currently being assembled in a factory near you

@abc3d facegroup.co.uk francesco@facegroup.co.uk

Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning

by Francesco D'Orazio on Oct 26, 2009

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Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning — Presentation Transcript