Beyond the Mob Innovation Myth: Global brands get serious about crowdsourcing open innovation for the enterprise

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Shelley Kuipers, Founder & CEO Chaordix Inc., Canada …

Shelley Kuipers, Founder & CEO Chaordix Inc., Canada

Więcej: http://millionyou.net/tfoc

The Future of Crowdsourcing ∙ Przyszłość crowdsourcingu ∙ Globalna konferencja o crowdsourcingu w ramach Crowdsourcing Week organizowana przez MillionYou ∙ Warszawa ∙ 12 kwietnia 2013 ∙ Centrum Prasowe Foksal

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  • 1. April 12, 2013Shelley Kuipers, Founder & CEOBeyond Idea Contests:Global brands get serious about crowdsourcingopen innovation for the enterprise
  • 2. 2© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 2Meaning[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’
  • 3. 3© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 3Our 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
  • 4. 4© All rights reserved by Chaordix. Do not distribute without written Chaordix consent.comingsoonGrowing Adoption
  • 5. 5© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 5Beyond Idea ContestsIterative, distillation of people & insights from the crowdFacebook Fans Brand Loyalty Group(s)Employee Experts & BrandProsumers Co-creatione.g.
  • 6. 6© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 6Success Factors for CrowdsourcedOpen Innovation It’s not just about a mob’s popular ideas; it’s aboutthoughtful, actionable insight Engaged crowds, community = better data Rich software toolset for participant activities, dataanalytics, enterprise integration Seamless, branded experience important Mixed methods research, qual + quant data Persistent, on-demand community for insights Role of experts important in open innovation
  • 7. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent.“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 Challenge7
  • 8. 8© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 8CPG Innovation Fund at P&GCrowdsourced R&D Challenge for the Global CMK GroupInnovationAwards $$
  • 9. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent.“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 and Product Innovationhttp://www.fastcodesign.com/1671677/american-airlines-rebrands-itself-and-america-along-with-it#69
  • 10. 10© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 10Transportation Industry Open InnovationCrowdsourced Brand and Product Communities19682013
  • 11. 11© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 11What’s Next?Crowdsourced Open 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 …
  • 12. 12© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 12Your Opportunity Today:Crowd Intelligence™ Predictive market insights De-risked product introduction path Engage hard-to-reach, influencers and taste-makers directly in innovation Reach emerging markets with scaleable,multilingual, mobile research process Enterprise integration with PLM & back office Increased customer loyalty and retentionthrough brand participation …
  • 13. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent.Help your crowds authentically engage withyour innovation team. They’ll thank you withactionable insights & loyalty.“Participation is thenew brand.” ─ Chaordix13