ate
ack
ng:
2pt
ng:
ize
ng
ack Crowdsourcing
Smart thinking or plain dumb?
Mumbrella 360
5 June 2014
When you help
create something,
it means more
to you.
Mumbrella 360 | 5 June 2014 | © FutureBrand 2
5 years ago…
Mumbrella 360 | 5 June 2014 | © FutureBrand 3
“Crowdsourcing
is a crappy way
to create a brand”
Crowdsourcing
is not unique
to logo design
Mumbrella 360 | 5 June 2014 | © FutureBrand 4
Crowdsourcing
is specific to
the human race
Mumbrella 360 | 5 June 2014 | © FutureBrand 5
Characteristics of human decision-making
Mumbrella 360 | 5 June 2014 | © FutureBrand 6
Limited
available
information
Minim...
1. Strong
2. Smart
3. Social
Mumbrella 360 | 5 June 2014 | © FutureBrand 7
Mumbrella 360 | 5 June 2014 | © FutureBrand 8
Mumbrella 360 | 5 June 2014 | © FutureBrand 9
Mumbrella 360 | 5 June 2014 | © FutureBrand 10
91%69%
Crowdsourcing logo design
is not intelligent design,
it’s merely accessible design.
Mumbrella 360 | 5 June 2014 | © Future...
The real benefit of crowd
sourcing is crowd intelligence,
not crowd participation or access.
Mumbrella 360 | 5 June 2014 |...
Crowd intelligence in action
Mumbrella 360 | 5 June 2014 | © FutureBrand 13
PageRank capitalises on
the uniquely democrati...
ng
ack
om
nly)
ed,
ng:
2pt
ng:
ize
ng
ack
ter
ack
ing
Characteristics of wise crowds
1.  Diversity of opinion
2.  Independ...
The wisdom of crowds
Mumbrella 360 | 5 June 2014 | © FutureBrand 15
IdeaStorm + customers
SeeClickFix + communities
Innoce...
When you help
create something,
it means more
to you.
Mumbrella 360 | 5 June 2014 | © FutureBrand 16
The inner crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 17
American Airlines Public services organisation Financial se...
The inner crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 18
What was found
Appetite for change, and belief that change ...
The connected crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 19
The connected crowd
Mumbrella 360 | 5 June 2014 | © FutureBrand 20
Crowdsourcing
is here to stay.
In fact, it never left.
Mumbrella 360 | 5 June 2014 | © FutureBrand 21
Crowdsourcing logos
is crowdsourcing at
its most basic and
unsophisticated.
We can be smarter
than that.
Mumbrella 360 | 5...
Mumbrella 360 | 5 June 2014 | © FutureBrand 23
Problem
setting
Problem
solving
ng
ack
om
nly)
ed,
ng:
2pt
ng:
ize
ng
ack
ter
ack
ing
Crowd intelligence
Research
Understand and engage
customers and empl...
ng
ack
om
nly)
ed,
ng:
2pt
ng:
ize
ter
ack
ing
Thank you
Richard Curtis
Chief Executive Officer
FutureBrand
rcurtis@future...
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Richard Curtis talking about crowdsourcing at Mumbrella 360

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Richard Curtis talking about crowd intelligence at Mumbrella 360 and sharing FutureBrand's belief that when you help create something, it means more to you.

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Richard Curtis talking about crowdsourcing at Mumbrella 360

  1. 1. ate ack ng: 2pt ng: ize ng ack Crowdsourcing Smart thinking or plain dumb? Mumbrella 360 5 June 2014
  2. 2. When you help create something, it means more to you. Mumbrella 360 | 5 June 2014 | © FutureBrand 2
  3. 3. 5 years ago… Mumbrella 360 | 5 June 2014 | © FutureBrand 3 “Crowdsourcing is a crappy way to create a brand”
  4. 4. Crowdsourcing is not unique to logo design Mumbrella 360 | 5 June 2014 | © FutureBrand 4
  5. 5. Crowdsourcing is specific to the human race Mumbrella 360 | 5 June 2014 | © FutureBrand 5
  6. 6. Characteristics of human decision-making Mumbrella 360 | 5 June 2014 | © FutureBrand 6 Limited available information Minimal foresight into the future Difficult to compute complicated cost-benefit equations Good enough is good enough Let emotion affect judgment
  7. 7. 1. Strong 2. Smart 3. Social Mumbrella 360 | 5 June 2014 | © FutureBrand 7
  8. 8. Mumbrella 360 | 5 June 2014 | © FutureBrand 8
  9. 9. Mumbrella 360 | 5 June 2014 | © FutureBrand 9
  10. 10. Mumbrella 360 | 5 June 2014 | © FutureBrand 10 91%69%
  11. 11. Crowdsourcing logo design is not intelligent design, it’s merely accessible design. Mumbrella 360 | 5 June 2014 | © FutureBrand 11
  12. 12. The real benefit of crowd sourcing is crowd intelligence, not crowd participation or access. Mumbrella 360 | 5 June 2014 | © FutureBrand 12
  13. 13. Crowd intelligence in action Mumbrella 360 | 5 June 2014 | © FutureBrand 13 PageRank capitalises on the uniquely democratic characteristic of the web by using its vast link structure as an organisational tool. “Should we give up our jobs to make these smoothies? Yes or No. Who was responsible for the Challenger space shuttle disaster? Rockwell, Lockheed, Martin Marietta or Morton Thiokol?
  14. 14. ng ack om nly) ed, ng: 2pt ng: ize ng ack ter ack ing Characteristics of wise crowds 1.  Diversity of opinion 2.  Independence 3.  Decentralisation 4.  Aggregation - James Surowiecki, ‘The Wisdom Of Crowds’ Mumbrella 360 | 5 June 2014 | © FutureBrand 14
  15. 15. The wisdom of crowds Mumbrella 360 | 5 June 2014 | © FutureBrand 15 IdeaStorm + customers SeeClickFix + communities Innocentive + experts PatientsLikeMe + patients
  16. 16. When you help create something, it means more to you. Mumbrella 360 | 5 June 2014 | © FutureBrand 16
  17. 17. The inner crowd Mumbrella 360 | 5 June 2014 | © FutureBrand 17 American Airlines Public services organisation Financial services organisation
  18. 18. The inner crowd Mumbrella 360 | 5 June 2014 | © FutureBrand 18 What was found Appetite for change, and belief that change is an imperative – losing lustre Optimism for the future, confidence in workforce Described shift in brand, behaviours and personality, today and tomorrow
  19. 19. The connected crowd Mumbrella 360 | 5 June 2014 | © FutureBrand 19
  20. 20. The connected crowd Mumbrella 360 | 5 June 2014 | © FutureBrand 20
  21. 21. Crowdsourcing is here to stay. In fact, it never left. Mumbrella 360 | 5 June 2014 | © FutureBrand 21
  22. 22. Crowdsourcing logos is crowdsourcing at its most basic and unsophisticated. We can be smarter than that. Mumbrella 360 | 5 June 2014 | © FutureBrand 22
  23. 23. Mumbrella 360 | 5 June 2014 | © FutureBrand 23 Problem setting Problem solving
  24. 24. ng ack om nly) ed, ng: 2pt ng: ize ng ack ter ack ing Crowd intelligence Research Understand and engage customers and employees Develop Include customers and employees in development and deployment Engage Connect brand with behaviours, processes for knowledge sharing and rapid innovation Manage Manage and implement brands through shared tools Mumbrella 360 | 5 June 2014 | © FutureBrand 24
  25. 25. ng ack om nly) ed, ng: 2pt ng: ize ter ack ing Thank you Richard Curtis Chief Executive Officer FutureBrand rcurtis@futurebrand.com @radarblur Mumbrella 360 | 5 June 2014 | © FutureBrand
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