Do it with them, not for themAccelerating innovation & marketing throughcrowdsourcingFrançois Pétavy, CEO
CollaborationbetweenConsumers& Brandsis the futureof marketing& innovation
Jeff Howe«Crowdsourcing is the act of taking a tasktraditionally performed by an employee orcontractor, and outsourcing it...
What is Co-creation?“Co-creation is an active, creative and social process,based on collaboration between producers and us...
The 1-9-90 rule1% CreatorsForrester Technographics
eYeka, the co-creation community250,000 creative consumers in 150
What are their motivations?
Co-creation contests 101
Collective intelligence in actionGemsSome ideas are fullyarticulated. They provideinnovation & qualitycreative execution.I...
Co-creating across the value chainCREATIVECONCEPTSNEWPRODUCTDEVELOPMENTBRANDINGPOSITIONINGPACKAGINGPOSEXPERIENCE
Co-creating across the value chain
How collaboration drives top-linegrowth“Sales revenues from user-generated products arethree times higher – and gross marg...
The ROI of co-creationCOST EFFECTIVENESSACCELERATIONRELEVANCE++“A wealth of creative,consumer-rooted ideas”“Get it right f...
Why co-creation changes theworldBrandsConsumersParticipateBe acknowledgedBetter products &experiencesListeningPeople intim...
Creating a better future throughco-creation
Creating a better future throughco-creation
Want to learn more?Contact:François Pétavy - fpetavy@eyeka.net@fpetavyDownload our White Paper:http://www.eyeka.net
Accelerating Innovation and Marketing through Crowdsourcing
Accelerating Innovation and Marketing through Crowdsourcing
Accelerating Innovation and Marketing through Crowdsourcing
Accelerating Innovation and Marketing through Crowdsourcing
Accelerating Innovation and Marketing through Crowdsourcing
Accelerating Innovation and Marketing through Crowdsourcing
Accelerating Innovation and Marketing through Crowdsourcing
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Accelerating Innovation and Marketing through Crowdsourcing

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Presented at Crowdsourcing Week 2013 by Francois Petavy, CEO of eYeka.

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  • @ eYeka we believe that People are creative. Collaboration between consumers and brands is the next frontier of value creation. It is the future of marketing.
  • Not all consumers are created equal. Source: Forrester Research, Social Technographics report 2010
  • Beautifying Not too abstract Number the steps
  • Y-axis: Volume of content X- asis: Quality/value of content
  • - Shrink the product labels, enlarge the examples
  • - Shrink the product labels, enlarge the examples
  • Network effects More Brands, more opportunities to create Word of mouth / NPS More community members, more creativity Already used 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.
  • Accelerating Innovation and Marketing through Crowdsourcing

    1. 1. Do it with them, not for themAccelerating innovation & marketing throughcrowdsourcingFrançois Pétavy, CEO
    2. 2. CollaborationbetweenConsumers& Brandsis the futureof marketing& innovation
    3. 3. Jeff Howe«Crowdsourcing is the act of taking a tasktraditionally performed by an employee orcontractor, and outsourcing it to an undefined,generally large group of people or community inthe form of an open call»What is Crowdsourcing?Source: “Crowdsourcing”, Jeff Howe
    4. 4. What is Co-creation?“Co-creation is an active, creative and social process,based on collaboration between producers and users,initiated by the firm to generate value forcustomers.”C.K. Prahalad“Co-creation Experiences:the next practice in ValueCreation”
    5. 5. The 1-9-90 rule1% CreatorsForrester Technographics
    6. 6. eYeka, the co-creation community250,000 creative consumers in 150
    7. 7. What are their motivations?
    8. 8. Co-creation contests 101
    9. 9. Collective intelligence in actionGemsSome ideas are fullyarticulated. They provideinnovation & qualitycreative execution.InsightsMost ideas are raw.Collective analysis tells thestory. They provide insights& validation.
    10. 10. Co-creating across the value chainCREATIVECONCEPTSNEWPRODUCTDEVELOPMENTBRANDINGPOSITIONINGPACKAGINGPOSEXPERIENCE
    11. 11. Co-creating across the value chain
    12. 12. How collaboration drives top-linegrowth“Sales revenues from user-generated products arethree times higher – and gross margins four timesgreater – than those of designer-generated products”“The eYeka community generated the same level of ideasin 3 weeks as a top innovation agency in 3 months and atop design school in 6 months.”“Some of the crowdsourced marketing ideas scored in theTop 10% of all-time best ads on Millward Brown Link™score test. Cost saving efficiencies of 92%.”
    13. 13. The ROI of co-creationCOST EFFECTIVENESSACCELERATIONRELEVANCE++“A wealth of creative,consumer-rooted ideas”“Get it right from thestart”“Innovate in weeks vs.months”
    14. 14. Why co-creation changes theworldBrandsConsumersParticipateBe acknowledgedBetter products &experiencesListeningPeople intimacySustainability
    15. 15. Creating a better future throughco-creation
    16. 16. Creating a better future throughco-creation
    17. 17. Want to learn more?Contact:François Pétavy - fpetavy@eyeka.net@fpetavyDownload our White Paper:http://www.eyeka.net
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