Presentation Edge Amsterdam Crowdsourcing

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  • How I met Jacinta We met to discuss our work Both inspired by each others work and believes She asked me to share my knowledge with you
  • Online creative network that connects young creative talents to work on briefings from brands and agencies Based on crowdsourcing, but we call it elite-sourcing, crowdsourcing with the right crowd
  • Question: who knows this book or has heard of it?
  • Through the arrival of a new distribution model (the Internet) it became possible to serve niches in certain markets in an efficient manner. But there is so much supply in the market that a filter is needed to guide the customer to the right content
  • Music store has limited shelf room Only the best selling music will be sold for revenue reasons Dark heavy metal music, go to specialized store
  • Who knows who she is? ANSWER: Esmee Denters Send her demo to record companies, but the told her to practice some more
  • She posted different songs on YouTube
  • Oprah got hold of her 11 million views and invited her
  • Justin Timberlake saw her show Just started his own record company and signed her as first artist
  • Long Tail also works for the creative industry Brands can give the talents the stage to excel and grow in popularity
  • PR Reasons. Show the world you are an innovative company
  • Creative Output To be used by Marketing Teams or Agencies
  • Consumer Insights and Innovations
  • Innovation starts at the edges of the road, off the beaten track.
  • Innovation starts at the edges of the road, off the beaten track.
  • Original work by artist for boat company
  • Easily findable online
  • Original work by artist for boat company
  • Original work by artist for boat company
  • Original work by artist for boat company
  • If you pay peanuts you get monkeys Real creative people do not engage in assignments like these
  • Good example: Proces was good and clear Prize was good 25K + 1% of revenue) Clarity on rules, they did not change them half way
  • If you deal with creative issues (designs, creative concepts, campaigns) you need people who studied for it. More efficient process Higher Quality
  • Fresh and vivid visions and concepts Not limited by agency rules They were born with the internet Have new forms of communications Innovation starts on the edges of the road
  • Google Garage where Sergey Brin and Larry Page started
  • Korean student designed new Coke bottle for midterm project Generated thousands of views Posted on all mayor design blogs
  • We view the future as a hybrid model Where agencies, brands and talents come together in networks
  • Hyper Island, a Swedish Digital Education opened a hot shop in NY. They gave a masterclass digital advertising to NY Creative Directors
  • Presentation Edge Amsterdam Crowdsourcing

    1. 1. SALES STRATEGIE/PLAN 2011 The Future of Advertising and Crowdsourcing Derek Ariëns, Managing Director Edge Amsterdam Twitter: @edge_amsterdam [email_address]
    2. 2. SALES STRATEGIE/PLAN 2011 Crowdsourcing  is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a "crowd"), through an open call.   CROWDSOURCING @edge_amsterdam
    3. 3. SALES STRATEGIE/PLAN 2011 WHAT IS EDGE? @edge_amsterdam Online creative network that connects young creative talents to work on briefings from brands and agencies. Based on crowdsourcing, but we call it elite-sourcing, crowdsourcing with the right crowd .  
    4. 4. SALES STRATEGIE/PLAN 2011 LONG TAIL Chris Anderson @edge_amsterdam
    5. 5. SALES STRATEGIE/PLAN 2011
    6. 6. SALES STRATEGIE/PLAN 2011
    7. 7. SALES STRATEGIE/PLAN 2011
    8. 8. SALES STRATEGIE/PLAN 2011
    9. 9. SALES STRATEGIE/PLAN 2011
    10. 10. SALES STRATEGIE/PLAN 2011
    11. 11. SALES STRATEGIE/PLAN 2011
    12. 12. SALES STRATEGIE/PLAN 2011 ESMEE IN 2011 ESMEE IN 2007
    13. 13. SALES STRATEGIE/PLAN 2011 @edge_amsterdam
    14. 14. SALES STRATEGIE/PLAN 2011 CREATIVE PROFESSIONALS / AGENCIES CREATIVE TALENT
    15. 15. SALES STRATEGIE/PLAN 2011 REASONS FOR CROWDSOURCING @edge_amsterdam
    16. 16. SALES STRATEGIE/PLAN 2011 PR, SHOW YOU ARE INNOVATIVE
    17. 17. SALES STRATEGIE/PLAN 2011 CREATIVE OUTPUT
    18. 18. SALES STRATEGIE/PLAN 2011 CONSUMER TRENDS
    19. 19. SALES STRATEGIE/PLAN 2011 DOWNSIDES OF CROWDSOURCING @edge_amsterdam
    20. 20. SALES STRATEGIE/PLAN 2011 QUALITY @edge_amsterdam
    21. 21. SALES STRATEGIE/PLAN 2011
    22. 22. SALES STRATEGIE/PLAN 2011
    23. 23. SALES STRATEGIE/PLAN 2011 AMOUNT OF REVIEW WORK @edge_amsterdam
    24. 24. SALES STRATEGIE/PLAN 2011 AMOUNT OF REVIEW WORK
    25. 25. SALES STRATEGIE/PLAN 2011 ORIGINALITY @edge_amsterdam
    26. 26. SALES STRATEGIE/PLAN 2011
    27. 27. SALES STRATEGIE/PLAN 2011
    28. 28. SALES STRATEGIE/PLAN 2011
    29. 29. SALES STRATEGIE/PLAN 2011
    30. 30. SALES STRATEGIE/PLAN 2011
    31. 31. SALES STRATEGIE/PLAN 2011
    32. 32. SALES STRATEGIE/PLAN 2011 WHEN DOES CROWDSOURCING WORK? Simple creative tasks (slogan, tastes) Good guidance of the process Clarity on Rules and ‘ What happens next ’ Take your crowd seriously! @edge_amsterdam
    33. 33. SALES STRATEGIE/PLAN 2011
    34. 34. SALES STRATEGIE/PLAN 2011 WHY ELITE SOURCING? @edge_amsterdam If you deal with creative issues (designs, creative concepts, campaigns) you need people who studied for it. It is a more efficient process and generates a higher quality.
    35. 35. SALES STRATEGIE/PLAN 2011 WHY YOUNG TALENT? @edge_amsterdam <ul><li>They have fresh and vivid visions and concept ideas. </li></ul><ul><li>They are not limited by agency rules </li></ul><ul><li>They are digital natives </li></ul><ul><li>They have new forms of communicating </li></ul><ul><li>Innovation starts on the edges of the road </li></ul>
    36. 36. SALES STRATEGIE/PLAN 2011
    37. 37. SALES STRATEGIE/PLAN 2011 WHY YOUNG TALENT?
    38. 38. SALES STRATEGIE/PLAN 2011 SO, WHAT IS THE FUTURE OF ADVERTISING? @edge_amsterdam
    39. 39. SALES STRATEGIE/PLAN 2011
    40. 40. SALES STRATEGIE/PLAN 2011 WHAT IS EDGE?
    41. 41. SALES STRATEGIE/PLAN 2011 <ul><li>&quot;The room had a Twitter feed, but 70% of the room didn’t know what Twitter was.” </li></ul><ul><li>Rob Schwartz, Chief Creative Officer TBWAChiat Day </li></ul>@edge_amsterdam
    42. 42. SALES STRATEGIE/PLAN 2011 THANK YOU! @edge_amsterdam

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