This presentation was given at ISPO's "Open Innovation Wiesn" event in Munich, on September 22nd 2014. The presentation is in English, the talk was given in Englissh too but the title was in German, in front of German innovation and marketing managers. The title means "Crowdsourcing In The FMCG Sector - Development And Overview," elmphasizing that the presentation was not only about the sports sector, but about fast-moving consumer goods to inspire ISPO's attendees.
8. WHAT IS?
CROWD
SOURCING
“Tapping into the power of many“
R. Dawson
9. WHAT IS?
CROWD
SOURCING
“Crowdsourcing is a type of participative online activity in which an individual, an institution, a non-profit organization, or company proposes to a group of individuals of varying knowledge, heterogeneity, and number, via a flexible open call, the voluntary undertaking of a task [which] always entails mutual benefit. The user will receive the satisfaction of a given type of need [...] while the “crowdsourcer” will obtain and utilize to their advantage that what the user has brought to the venture“
E. Estellés-Arolas & F. González Ladrón-de-Guevara
10. WHAT IS?
CROWD
SOURCING
1.A company posts a problem online
2.A vast number of individuals offer solutions
3.The winning ideas are rewarded
4.The company uses the output for its own gain
D. Brabham
13. USED BY TOP
ACROSS THE GLOBE
(… AND MANY MORE)
GLOBAL BRANDS
24. DESIGN & PACKAGING
With the Coca-Cola Design+ Award, Coca-Cola Germany offered young creatives a platform in order to search for new concept ideas for the reusable bottle crate of the future
30. COMMUNICATION
FITNESS TO BRIEF
BRAND APPROPRIATENESS
ORIGINALITY
EXECUTION
NARRATIVE POWER
RELEVANCE
MODERATE & CURATE IDEAS
COMMUNITY MANAGERS
FOR
32. – JAMES SUROWIECKI, AUTHOR ‘THE WISDOM OF CROWDS’
“
”
WITH MOST THINGS, THE AVERAGE IS MEDOCRITY.
WITH DECISION-MAKING, IT’S OFTEN EXCELLENCE. IT’S AS IF WE’VE BEEN PROGRAMMED TO BE COLLECTIVELY SMART.
33. ANALYSIS OF CROWD CONTRIBUTIONS
INTERNAL
EVALUATION
eYeka delivers fresh ideas, fast to give your brand a competitive edge
IDEA GENERATION
IDEAS ANALYSIS
eYeka will analyze creators’ ideas to articulate them into an accessible report
Professional
Services
CONSUMER EVALUATION
AGENCY
BRIEFING
eYeka will facilitate your next steps, from testing ideas to running workshops to brief your agency
34. INSIGHTS
GEMS
ANALYSIS OF CROWD CONTRIBUTIONS
MOST IDEAS ARE RAW. COLLECTIVE ANALYSIS TELLS THE STORY. THEY PROVIDE INSIGHTS & VALIDATION.
SOME IDEAS ARE FULLY ARTICULATED.
THEY PROVIDE INNOVATION & QUALITY CREATIVE EXECUTION.
COLLECTIVE INTELLIGENCE
&
CROWDS DELIVER
GEMS
35. ANALYSIS & SELECTION
PROCESS
CONCEPT BOARDS
READY FOR NIELSEN BASESTM TESTING.
BROAD ANALYSIS
THEMATIC CLUSTERING & RECOMMENDATION.
DEEP ANALYSIS
INSIGHTS / TRENDS IN CONTEXT
& RECOMMENDATION.
ANALYSIS OF CROWD CONTRIBUTIONS
36. WHAT IS?
GOOD
BAD
Today it’s easy & relatively cheap to crowdsource
Brings in fresh ideas & perspectives
There are many ways to handle & secure IP challenges
It’s fast & global
The “not-invented-here” syndrome
Never really knowing what will come up from the crowd
Limitations of the brief (crowds can’t solve everything for you)
Probably not representative
37. « This is the future because we live in a reality of more transparency and connectivity than ever before.
What we’re doing in Germany is indicative of the future, it is part of how we will operate going forward »
David Butler, VP Innovation & Entrepreneurship, Coca-Cola
(vidéo 01:30-02:50)
THE FUTURE:
BY CREATIVES & COMPANIES
ADOPTION
38. -“By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourced solutions”
- “Consumer goods companies that employ crowdsourced solutions in marketing campaigns or new product development will enjoy a 1% revenue boost over non-crowdsourced competitors by 2015” Gartner Inc. - Octobre 2013
THE FUTURE:
INTO THE INNOVATION PROCESS
INTEGRATION
39. •« Today, technology makes crowdsourcing possible on an industrial scale, with potentially disruptive impacts on both cost and innovation »
Deloitte – February 2014
THE FUTURE:
INTO THE INNOVATION PROCESS
INTEGRATION
42. YANNIG ROTH
PhD Candidate (Université Paris 1 Panthéon Sorbonne)
Research Fellow (eYeka)
www.yannigroth.com
VIELEN DANK
für Ihre Aufmerksahmkeit
43. YANNIG ROTH PhD Candidate (Université Paris 1 Panthéon Sorbonne) Research Fellow (eYeka) www.yannigroth.com
•Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press
•Dawson, R. (2012). Getting Results From Crowds: The definitive guide to using crowdsourcing to grow your business (2nd ed.)
•Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business
•Lebraty, J.-F., & Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd and John Wiley & Sons Inc.
•Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles of crowdsourcing platforms. In R. J. DeFillippi & P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd.
•Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard Business Review, (June 2013).
FINDING OUT MORE:
Editor's Notes
SHOW THIS SLIDE ONLY IF RELEVANT TO CLIENT
SHOW THIS SLIDE ONLY IF RELEVANT TO CLIENT
At eYeka, we offer you people who see things differently, so they can bring you a fresh perspective, solve problems in ways you didn’t expect.
Set-up as a broad public conversation Coke involved our community of creatives to envision a future design for the Coke crate – a design which convinces by functionality and sustainability. During the design challenge millions of people engaged into the conversation to discuss and share the best concepts.
Hyundai was looking to bring to life its global brand campaign “live brilliant” with fresh creative expressions that show that a car can create special experiences beyond transportation.
Concept boards: easy to use for Nielsen BASESTM testing.
Broad analysis: Thematic clustering & recommendation on potential routes. 1 week.
Deep analysis: Thematic clustering. Unlocking insights/trends through semiotic analysis, category expertise or other relevant framing tool. Recommendation on potential routes. 2 weeks.