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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