Clickadvisor Crowdsourcing 0608

CROWDSOURCING DEMOCRATISING MARKET RESEARCH MARKET INSIGHT FORUM LONDON JUNE 2008 Paul Marsden PhD paul.marsden@clickadvisor.com

CONGRATULATIONS! YOU ARE PERSON OF THE YEAR

THE RISE OF CITIZEN JOURNALISTS

THE RISE OF CITIZEN BROADCASTERS

THE RISE OF CITIZEN EXPERTS

THE RISE OF CITIZEN EDITORS

THE RISE OF CITIZEN REVIEWERS

THE RISE OF CITIZEN MARKETERS

“To ﬁnd something comparable you have to go back 500 years to the printing press, the birth of mass media. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rubert Murdoch

CUSTOMER REALLY IS KING

SO WHAT FOR MARKET RESEARCH?

CUSTOMER ADVOCACY IS A KEY BRAND METRIC

BRAND HEALTH MEANS BEING “REMARKABLE”

MARKET-LED INNOVATION IS THE FUTURE

CROWDSOURCING | CITIZEN BRAINSTORMING

MAY 2007 SIMON RODRIGUEZ, CUMANÁ VENENZUELA

SOURCING SOLUTIONS FROM THE CROWD

JASON DICEMAN’S DOTMOCRACY

CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (THREADLESS - TOP VOTED DESIGNS GET PRINTED)

CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (GOLDCORP - ONLINE TREASURE HUNT YIELDS $3BN GOLD)

CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (P&G / ELI LILLY)

NIH NOT INVENTED HERE

PFE PROUDLY FOUND ELSEWHERE

CROWDSOURCING REDUCES INNOVATION RISK (MUJI - TAKING PRE-ORDERS FOR TOP VOTED CONCEPTS)

CROWDSOURCING SPEEDS UP INNOVATION (NESTLE CO-CREATING WITH PROFESSIONALS)

CROWDSOURCING TAKES COST OUT OF INNOVATION (BREWTOPIA - USING CONSUMERS AS A CREATIVE RESOURCE)

CROWDSOURCING TAKES COST OUT OF INNOVATION

THE SCIENCE BIT | CITIZEN BRAINSTORMING & SURVIVAL OF THE FITTEST

CROWDSOURCING PUTS MARKET RESEARCH AT THE HEART OF BUSINESS

BUT CAN WE CROWDSOURCE INSIGHT?

YES WE CAN!

USING “IDEA WIKIS” TO CROWDSOURCE INSIGHT (UNILEVER IDEA WIKI (HOUSEWORK TIPS))

THE TECH BIT: THE DATABASE-BACKED SOCIAL WEB MAKES ALL THIS POSSIBLE

USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (STARBUCKS IDEA BLOG)

USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (TRENDWATCHING IDEA BLOG)

USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (SIMPLE SKINCARE IDEA BLOG WITH E-SHOP)

USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (BRANDTAGS.NET)

USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (CLICKADVISOR.COM)

ONE MORE THING...

Propensity to Recommend CROWDSOURCING CREATES BRAND FANS!

CO-CREATING BRAND FUTURES FOR REPRINTS/RESEARCH ENQUIRIES - PAUL.MARSDEN@CLICKADVISOR.COM - T: +44 777 95 77 248

Paul Marsden Paul Marsden, market researcher specializing in brand advocacy and innovation, is a director at online brainstorming agency clickadvisor. Career highlights to date ‣ Product management, sales and market research at Astra Zeneca ‣ PhD in psychology (social contagion - science of infectious ideas), developing new online brainstorming technique featured in The New Scientist ‣ Led London School of Economics team validating the link between brand advocacy and sales growth - worked on brand advocacy projects for BBC, LVMH, Nokia, Economist, and Unilever ‣ Co-founded two successful digital marketing agencies (Spheeris (online PR) and Brainjuicer (online research)) ‣ Co-authored popular business book ‘Connected Marketing’ Paul’s latest venture, clickadvisor.com, is an online brainstorming site that helps brands do collaborative innovation with consumers. clickadvisor

Paul Marsden (Flipside) A reformed bodybuilder, Paul is a diving fanatic and a qualiﬁed divemaster. clickadvisor

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Clickadvisor Crowdsourcing 0608

by Paul Marsden on Jun 03, 2008

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Clickadvisor Crowdsourcing 0608 — Presentation Transcript