DIFERENTES FORMAS DE IDENTIFICAR E TRABALHAR COM A MULTIDÃO
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DIFERENTES FORMAS DE IDENTIFICAR E TRABALHAR COM A MULTIDÃO

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  • As a business you can either compete on cost or by bringing something new, something better to the market. If you don’t, your competitors will. In the words of Michael Porter, the acclaimed Harvard professor of strategy: Innovation is the central issue in economic prosperity.
  • You can blame technology, globalization, consumer empowerment, media fragmentation, hyper-competition… The traditional marketing model is broken.
  • Seeing consumers not only as consumers, not only as a source of insights but also as a source of ideas. A source of ideas for new products, for new campaigns…
  • Crowdsourcing is a way to source out ideas, contributions from people. Here is a good definition from Jeff Howe, co-editor at Wired Magazine.
  • See http://lego.cuusoo.com/
  • Platform launched in 200875.000 ideas submitted by Starbucks consumers in Y1750.000 votes on ideas25 implemented ideas : promotions (B-day coffee cup), Starbucks VIP card, Splash sticks, etc.See: http://mystarbucksidea.com/
  • By now, most of you watching this should ponder… I am not surprised as I have tried engaging consumers in focus groups, interviews, crowdsourcing projects on social media… and I could not get very creative ideas… Most consumers are just not creative.Well the truth is… you are right.
  • We recognize that. Forrester used to segment consumers broadly in 3 tiers. While these tiers may vary, while you could add subtiers… the principle remains the same:90% of consumers are SPECTATORS– these people can REACT to creative ideas - tell you what they like – and what they don’t like – but they cannot DO white space creationThese people are simply not very creative10% are called ENTHUSIASTS – these people blog about brands and ideas, heavy social media users, and will like or dislike you on Facebook – these people can comment on creative ideas and are a good measuring stick to validate ideas – but they are not as creative as 1% - Compulsive creators – people who are compelled to create. They are found everywhere on the wed – publishing photographs videos artwork – whatever. These people get fulfilment from being creators.These are the type of people eYeka attracts. We are a community of 1%, a community of creators. This is the type of people you want to involve in your co-creation projects.
  • Most of the time, what you get through a crowdsourcing project are ideas that are still pretty raw. When all the ideas are collectively analyzed, you can extract meanings, territories, potential routes…. Of course once a while youget some ideas that are fully articulated, we call them gems.
  • To summarize, how do you write an inspiring – simple – effective brief? Here are a few practical tips:Don’t ask creators to solve a problem for your brand.THEY DON’T CARE ABOUT YOUR BRAND PROBLEMS – THEY WANT TO BE CHALLENGED CREATIVELYAllow people to express their creativity.THEY WANT THE FREEDOM TO EXPRESS THEMSELVES – AND THEIR CREATIVE IDEAS Keep it simple (no marketing jargon) – CUT THE MARKETING jargon and marketing prioritiesKeep it open yet focused. David Ogilvy oncesaid “Give me the freedom of a tight brief?” Absolutely right – it’s a fine balance between OPEN and FOCUSEDImagine the ideal entry then write the brief to inspire it – Visualise what you’d like to see – and then draft the brief to inspire it. You can also visualize the entries you do not want to see and adjust your brief to avoid such misunderstandings.
  • People participate in crowdsourcing projects for a variety of reasons. Through research and collaboration with academics we have identified 4 major motivators:Fun: Creators do that out of their free time out of creative passion, hence they need to derive enjoyment from the project.Fulfilment: This is about performing something that benefits himself or others and allows someone to feel good about his or her contribution.Fame: Co-creators are motivated by recognition from both their peers and the brand or organization.Fortune: The incentives to participate can’t only be goodwill […] you have to offer some kind of financial rewards, especially if there is an obvious usage and monetization of the creators’ work, to fulfill a sense of equity.
  • We see that all the time in our projects where often the winner is from a different market, culture, background… The winner of a project to help position an infant milk formula in China was French, male and does not have kids. The winner of a project to promote a new drink to young Indian males in Mumbai was from the UK and has never been in India… The winner of a project to re-position mini-oreo cookies in the UK was a Chinese, from China…
  • Most of the time, what you get through a crowdsourcing project are ideas that are still pretty raw. When all the ideas are collectively analyzed, you can extract meanings, territories, potential routes…. Of course once a while youget some ideas that are fully articulated, we call them gems.
  • See more on http://www.eyeka.net/stories/
  • 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. Nescafé was searching for a range of innovative concepts for the next generation of instant coffee to keep the category relevant and attractive.
  • OPPORTUNITY SFR, a French telecom operator, was looking to develop new concepts for edutainment products, effectively blending entertainment and education for a younger audience. They took the innovative approach of simultaneously briefing a design school, a design agency and creative individuals via eYeka’s community.
  • RESULTS In a two-round process of 2 X 3 weeks, we received 100 creative ideas. Many entries suggested creative use of virtual reality, augmented reality and social networks when envisioning edutainment concepts. Interpersonal communication and a child’s surrounding appeared to be the main medium for learning. From the community standpoint, an edutainment tool should allow children to become their own teachers through self-discovery, with the right technology. eYeka’s community delivered a wealth of original concepts in the fastest turnaround time when benchmarked against alternatives. Many of these consumer generated concepts inspired SFR’s own foray into edutainment, in the form of innovative products or services.
  • OpportunityMini-Oreo cookies while being a phenomenal commercial success (and a tasty treat) did not have their own identity and personality in relation to regular Oreo cookies. Kraft was interested to explore potential positioning and communication platforms for Mini-Oreo but with a new approach that would have given consumers a greater voice.
  • ApproachWe asked members of our community across the globe to tell us what they see as unique to Mini-Oreo in a poster or a print ad. This "advertizing" format was chosen to force consumers to choose the single most important message they wanted to communicate about Mini-Oreo, while allowing for visual expression. Our brief was introduced as follow: “You have just created Mini-Oreo cookies and now you want to introduce them to the world! Make your own print ad on why Mini-Oreo is so special and unique that it’s the best choice!” In 3 weeks, our community provided 515 creative ideas from 42 Countries.
  • Being small mini oreos are meant to be shared. Create special moments between people. Mini oreos become social objects.
  • ResultOur analysis of the co-created entries identified several promising territories unique to Mini-Oreo such as a license to be more playful, a unique perspective on the World and the opportunity for social connections and bonding through sharing. The visual representations of consumers' ideas were of such quality that they could instantly be used for consumer testing and as inspiration and direction for all the parties involved in this major positioning exercise, Entries highlighted interesting thoughts about fun coming in small packages and the unique perspective of being small.eYeka provided innovative consumer insights with communication directions that sped-up the development of Mini Oreo’s brand positioning and creative platform,accelerating the process of finding a unique positioning for Mini-Oreo that will delight consumers.
  •  Opportunity No other mineral water other than Volvic offers as much of a connection to nature, with its unique volcanic origin. Danone’s challenge was to refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves especially when it is placed alongside soft drinks.
  • Approach We asked our community to develop original packaging ideas for the "on the go" 50cl bottle. Our brief: “Restyle the 50cl Volvic water bottle! Express your vision of the future of the Volvic “on the go” bottle.” We included the essence of the brand and some basic guidelines, leaving enough room for our creative community to express ideas that may not be typically found within traditional design agencies. In 3 weeks only we received 109 packaging ideas from over 27 countries .
  • Opportunity Energy and refreshment are two of the core feelings Coca-Cola has been inspiring for decades. Yet is is becoming increasingly challenging for the brand and its agencies to communicate these feelings in an ever-original fashion, to keep the brand fresh and current and to provide local markets with new and impactful campaign materials.
  • Approach We connected Coca-Cola with our global community of creators and invited our members to tell us what energizing refreshment meant to them in the form of videos, animations, graphic designs or photos. In 3 months, we received 2,547 entries from 72 countries expressing very fresh, diverse interpretations of "energizing refreshment" that we reviewed and filtered through a group of leading marketers and creative agency directors.
  • http://www.coca-cola.com/energizingrefreshment/
  • Results The project generated worldwide buzz with over 6 million online mentions. Several videos produced by eYeka members achieved top 10% of all-time best ads in sample markets such as Indonesia and the Philippines through the Millward Brown Link™ score test. Internally, Coca-Cola saw a 100% adoption of the creative materials across markets compared to an average of 47% and the whole project had cost saving efficiencies of 92% against average agency fees and production costs. More importantly, the wealth of consumer interpretations inspired Coca-Cola's marketing teams with the possibility to constantly refresh the brand thanks to a new way to access consumers’ seemingly inexhaustible creative ideas.
  • These are some comments from companies that use co-creation:MUJI: “Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products”Coca-Cola: “Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. Cost saving efficiencies of 92%.”SFR, a French telecomcompany: “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.”
  • The Return On Investment of co-creation is:Choice: you get a “A wealth of creative, consumer-rooted ideas”Relevance: As the ideas are consumer-rooted they tend to resonate more with other consumers. You “Get it right from the start”Acceleration: It happens online, in parallel, across the World on in a matter of a few weeks only.
  • Network effectsMore Brands, more opportunities to createWord of mouth / NPSMore communitymembers, more creativityAlreadyused by 100+ brands
  • Brands are realizing that co-creation is one of the keys to a more sustainable development
  • We believe creativity can change the world and with eYeka you can apply it against such critical problems for society such as vote of youth.
  • THIS IS A WORKSHOP SO WERE PUTTING YOU TO WORKYOUR CHANCE TO WRITE A ONE LINE BRIEF Background is that All over the world the problem is endemic.Young people are largely disengaged with politics and politicians in many countries – Yet Young people vote everyday on social networks but when it comes to deciding the future of their country they skepitcal and can’t be bothered.Only 44% voted in the 2010 UK General Election did so. In France only 50% voted. How could we improve the voting process to encourage greater youth participation during the elections?Write a one line brief to stimulate great ideas from consumers. Time: 5 minutes
  • Approach We connected Coca-Cola with our global community of creators and invited our members to tell us what energizing refreshment meant to them in the form of videos, animations, graphic designs or photos. In 3 months, we received 2,547 entries from 72 countries expressing very fresh, diverse interpretations of "energizing refreshment" that we reviewed and filtered through a group of leading marketers and creative agency directors.

DIFERENTES FORMAS DE IDENTIFICAR E TRABALHAR COM A MULTIDÃO Presentation Transcript

  • 1. “Do it with them, not for them” Leveraging Online Co-Creation to Reinvent Innovation and Marketing François Pétavy, CEO, eYeka
  • 2. “Innovation is the central issue in economic prosperity” Michael Porter
  • 3. “If I had asked people what they wanted, they would have said: „faster horses‟” Henry Ford
  • 4. Is your brand still CONNECTED to what consumers want today? Can you bring RELEVANT innovations to market FAST ENOUGH? Are you still marketing TO consumers instead of WITH them? Brands are playing catch-up
  • 5. Collaboration between Consumers & Brands is the future of marketing & innovation
  • 6. «Crowdsourcing is the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call» Jeff Howe Crowdsourcing
  • 7. “The act of involving consumers directly, and in some cases repeatedly, in the product creation or innovation process“ Doug Williams Forrester Research Co-creation
  • 8. P&G‟s Connect & Develop • P&G set up “Connect + Develop” in 2000 with the goal of reinventing its innovation model by opening it to the outside world • Connect + Develop leverages several networks (scientists, technology experts, suppliers…) • Today, more than 50% of all innovations at P&G involve outside-driven innovation (against 15% in 2000)
  • 9. Nike ID
  • 10. Local Motors
  • 11. 1. Experience 2. Products and services: Lego Digital Design 3. Business models: marketplaces 4. Markets: professional prototyping 5. Strategy: co-creating future product lines LEGO
  • 12. LEGO
  • 13. Starbucks
  • 14. How do you ignite consumers‟ imagination?
  • 15. 90% spectators 9% enthusiasts creators1% validate refine unlock the 1/9/90 rule - Forrester Research Not all consumers play the same game
  • 16. 250,000 154countries creators The largest community of creators
  • 17. Welcome to the world‟s biggest creative playground...
  • 18. What drives our creators
  • 19. Source: Parvanta, C., Roth, Y., & Keller, H. (2013). Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack. Health Promotion Practice, 14(2), 163–167. The 4 Fs
  • 20. Good ideas have no borders
  • 21. Gems Some ideas are fully articulated. They provide innovation & quality creative execution. Insights Most ideas are raw. Collective analysis tells the story. They provide insights & validation. Collective intelligence & gems
  • 22. BRANDING, POSITIONING & PACKAGING BRANDING POSITIONING 2 PACKAGING 3 CREATIVE CONCEPTS 4 NEW PRODUCT DEVELOPMENT 1 Co-creating across the marketing cycle
  • 23. ideas Nescafé New Product Development How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive?
  • 24. ideas SFR New Product Development How can we create a fun learning experience?
  • 25. ideas 2x3 weeks 100+ entries
  • 26. ideas “eYeka 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.” Stéphanie Hajjar, Head of Eco- system Innovation » SFR New Product Development 2x3 weeks 100+ entries
  • 27. ideas How to explore potential positioning and communication platforms for Mini-Oreo with a new approach that gives consumers a greater voice? Kraft Mini Oreo Positioning
  • 28. 42 countries 3 weeks 515 entries ideas Kraft Mini Oreo Positioning
  • 29. ideas 42 countries 3 weeks 515 entries
  • 30. ideas "Both in terms of number of proposals and quality of execution, the community gave us a lot of insights in terms of how to position our Mini-Oreo.” – Brand Director, Mondelez 42 countries 3 weeks 515 entries Kraft Mini Oreo Positioning
  • 31. Volvic Packaging ideas How to refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves?
  • 32. 27countries 3 weeks 109 entries ideas Volvic Packaging
  • 33. ideas 27countries 3 weeks 109 entries Volvic Packaging
  • 34. Coca-Cola Creative Concepts How do we communicate “energizing refreshment” in an ever- original fashion to provide local markets with new and impactful campaign materials? content
  • 35. 82 countries 3 months 2,535 entries Coca-Cola Creative Concepts content
  • 36. 82 countries 3 months 2,535 entries content
  • 37. 82 countries 3 months 2,535 entries Coca-Cola Creative Concepts content • 6 million online mentions • Top 10% of all-time best ads in sample markets on Millward Brown Link™ score test • 100% adoption of creative materials against 47% on average • Cost saving efficiencies of 92%
  • 38. “Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products” “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.” The ROI of co-creation “Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. Cost saving efficiencies of 92%.”
  • 39. CHOICE “A wealth of creative, consumer- rooted ideas” ACCELERATION + “Innovate in weeks vs. months” RELEVANCE + “Get it right from the start” The ROI of co-creation
  • 40. The emergence of a contribution economy • 63% consider themselves as creative • 42% spend at least ½ day a month on creative activities activités créatives • 1/3 have already identified unserved needs • 1/3 have already tweaked a product • 75% would be willing to help brands build better products
  • 41. Why co-creation changes the world BrandsConsumers Participate Be acknowledged Better products & experiences Listening Authenticity Relevance Sustainability
  • 42. Creating a better future through co-creation
  • 43. Creating a better future through co-creation
  • 44. Your Challenge…. • Young people vote everyday on social networks but when it comes to deciding the future of their country they do not bother voting. Only 44% voted in the 2010 UK General Election did so. In France only 50% voted. • How could we improve the voting process to encourage greater youth participation during the elections?
  • 45. Our one line brief
  • 46. Stand for Japan What is it that is universally recognized around the world about Japan that makes this country so unique?
  • 47. 52 countries 1 month 330 entries ideas Stand for Japan Creative Concepts
  • 48. 52 countries 1 month 330 entries ideas Stand for Japan Creative Concepts
  • 49. ideas Stand for Japan Creative Concepts A new concept: “Being proud of our own nation is the best way to revitalize Japan”
  • 50. ideas Stand for Japan Creative Concepts “RECOVER JAPAN” Campaign Liberal Democratic Party On the house of representatives election 2012
  • 51. ideas Stand for Japan Creative Concepts Approval Rating 72% 26% Number of Seats 294 119
  • 52. Want to learn more? Contact: François Pétavy - fpetavy@eyeka.net @fpetavy Download our White Paper: http://www.eyeka.net