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Nick Ray - Social Media '09 (a mashup* event)

by mashup* Event on Nov 18, 2009

459 views

Nic Ray

Nic Ray
Unilever & crowdsourcing
Social Media '09
a mashup* event
mashupevent.com

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One year old Built on the back of social media – we have spend under £500 in marketing Blog and Twitter are key community building and engagement channels
A challenge to the traditional agency model Thousands of creatives (from diverse backgrounds) vs. two Significantly lower cost and risk Faster turnaround Insights and consumer engagement PR exposure Exposure / awareness to a early adopting, networked community
Crowdsourcing is not right for every brief Intellectual property protection (client and creative) Choosing the right idea (from hundreds) How do produce the idea Managing community expectations and rewarding all participants Traditional agency ‘sour grapes’
$10000 bounty 8000 + Creatives 1200 Submissions Paying out more in the end.

Nick Ray - Social Media ’09 (a mashup* event) — Presentation Transcript

Creative Crowdsourcing (the Idea Bounty / Peperami case study) Nic Ray 12.11.09
- "Crowdsourcing is the process by which the
- power of the many can be leveraged to
- accomplish feats that were once the
- province of a specialised few."
- Jeff Howe
What is crowdsourcing?
- In the 19th century the first Oxford English Dictionary was crowdsourced
With technology, the crowd is: Larger Better connected Able to contribute in many ways based on a range of skill levels
Shaking up the industry
It ain’t easy!
What kind of brief is right?