Growing Global Brands through Crowdsourcing
 

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Presentation at Crowdsourcing Week 2013 by Shelley Kuipers of Chaordix.

Presentation at Crowdsourcing Week 2013 by Shelley Kuipers of Chaordix.

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Growing Global Brands through Crowdsourcing Presentation Transcript

  • 1. Shelley Kuipers, Founder & CEOCrowdsourcing Week Asia, SingaporeJune 4, 2013Growing Global Brandsthrough Crowdsourcing
  • 2. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 2Help your crowds authentically engage withyour brand & product innovation teams.They’ll thank you with actionable marketinsights & loyalty.“Participation is thenew brand.” ─ Chaordix
  • 3. 3© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 3Meaning[kay-or-dix]New market winners will synthesize chaos and order.– Dee Hock, VISA® credit card founder, and author of the book:One from Many, VISA® and the Rise of the Chaordic Organization
  • 4. 4© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 4Our Experience  Canada HQ, UK, USA  Crowdsourcing since 2006 (Chaordix 2009)  Crowd Intelligence™  Enterprise-class, responsive software platform& applications  Deep product experience & marketing bench  200,000+ participants worldwide  Recognized thought leader
  • 5. 5© All rights reserved by Chaordix. Do not distribute without written Chaordix consent.
  • 6. 6© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 6Crowdsourcing Market InsightIterative, distillation of people & insights from the crowdFacebook Fans Brand Loyalty Group(s)Employee Experts & BrandProsumers Co-creatione.g.
  • 7. 7© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 7Success Factors for CrowdsourcedBrand & Product Innovation  Seamless, branded experience important  It’s not just about a mob’s popular feedback &ideas; it’s about thoughtful, actionable insight  Engaged crowds, community = better data  Mixed methods research, qual + quant data  Persistent, on-demand community for insights  Role of experts in brand & product innovation  Rich software toolset for participant activities, dataanalytics, enterprise integration
  • 8. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 8“Consumer market knowledge (CMK) mightbe Procter & Gambles best "secretweapon," because this is the organisationthat builds the companys renowned gut-level understanding of "what consumersthink and what they want.” http://www.pg.ca/en_CA/careers/looking_for/cmk.shtmlCase Study: CPG Innovation Fund Challenge
  • 9. 9© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 9CPG Marketing Innovation Fund at P&GCrowdsourced R&D Challenge for the Global CMK GroupInnovationAwards $$
  • 10. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 10“Technology. Entertainment. Progress.These things people really feel areAmerican attributes,” Futurebrand’sChief Creative Officer Sven Seger lateranswers. “We didn’t make this up. It’sfrom people all over the world.”Case Study: Brand & Product Innovationhttp://www.fastcodesign.com/1671677/american-airlines-rebrands-itself-and-america-along-with-it#6
  • 11. 11© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 11Transportation Industry Brand DevelopmentCrowdsourced Brand & Product Communities19682013
  • 12. 12© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 12What’s Next?Brand & Product Innovation  Co-mingling of peer brand crowds  Prosumer talent pools  Evergreen idea-to-insight applications  Expansion of mobile research integration,e.g. quantified self & customer journey apps  Funded incentive & sponsorship programs  Seed and scale micro-funding competitionsfor internal R&D budgets  Pre-buy innovation communities expand …
  • 13. 13© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 13Your Opportunity Today:Crowd Intelligence™  Predictive market insights  Engage hard-to-reach, influencers and taste-makers directly in brand & product innovation  De-risked product marketing path  Reach emerging markets with scaleable,multilingual, mobile research process  Enterprise integration with social enterprise &back office systems  Increased customer loyalty and retentionthrough brand participation …