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An Introduction To 
Crowd-Based 
Innovation 
@YannigRoth, September 22nd 2014, Munich
COMPANIES HAVE DEFINED 
SO MUCH 
BEST PRACTICE 
THAT THEY ARE NOW 
MORE OR LESS IDENTICAL. 
– JESPER KUNDE, AUTHOR ‘UNIQUE NOW OR NEVER’ 
“ 
”
Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht
Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht
Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht
CHANGING PARADIGM: 
THE INEXPERIENCED 
MAY HELP YOU TRULY CREATE BREAKTHROUGHS
COMPANIES HAVE STARTED 
LOOKING FOR CREATIVE FRESHNESS 
THROUGH 
CROWD 
SOURCING
WHAT IS? 
CROWD 
SOURCING 
“Tapping into the power of many“ 
R. Dawson
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
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
Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht
Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht
USED BY TOP 
ACROSS THE GLOBE 
(… AND MANY MORE) 
GLOBAL BRANDS
USED BY TOP 
GLOBAL BRANDS
USED BY TOP 
GLOBAL BRANDS 
http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/
USED BY TOP 
GLOBAL COMPANIES 
General Mills 
Reckitt Benckiser 
PepsiCo 
Unilever 
Danone 
Coca-Cola 
Nestlé 
Procter & Gamble
IDEAS 
CONTENT 
CROWDSOURCING WHAT?
PRODUCT DEVELOPMENT 
DESIGN & PACKAGING 
BRAND & POSITIONING 
COMMUNICATION 
IDEAS
PRODUCT DEVELOPMENT 
MARKETING CHALLENGES 
NEED TO TRANSFORM 
CREATIVE 
COMPETITIONS 
INTO
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
MARKETING CHALLENGES 
NEED TO TRANSFORM 
CREATIVE 
COMPETITIONS 
INTO 
DESIGN & PACKAGING
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
COMMUNICATION 
MARKETING CHALLENGES 
NEED TO TRANSFORM 
CREATIVE COMPETITIONS 
INTO
COMMUNICATION
COMMUNICATION
COMMUNICATION
COMMUNICATION 
MARKETING CHALLENGES 
NEED TO TRANSFORM 
CREATIVE 
COMPETITIONS 
INTO
COMMUNICATION 
FITNESS TO BRIEF 
BRAND APPROPRIATENESS 
ORIGINALITY 
EXECUTION 
NARRATIVE POWER 
RELEVANCE 
MODERATE & CURATE IDEAS 
COMMUNITY MANAGERS 
FOR
COMMUNICATION 
https://clients.eyeka.net/projects/7121-Dirt-is- Good/submissions/670916 
(login needed) 
http://www.youtube.com/watch?v=wQ4xVLoA7Mk
– 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.
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
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
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
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
« 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
-“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
•« 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
THE FUTURE: 
OF CROWDSOURCING 
FINDING THE APPLICATIONS
THE FUTURE: 
OF CROWDSOURCING 
FINDING THE APPLICATIONS
YANNIG ROTH 
PhD Candidate (Université Paris 1 Panthéon Sorbonne) 
Research Fellow (eYeka) 
www.yannigroth.com 
VIELEN DANK 
für Ihre Aufmerksahmkeit
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:

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Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht

  • 1. An Introduction To Crowd-Based Innovation @YannigRoth, September 22nd 2014, Munich
  • 2. COMPANIES HAVE DEFINED SO MUCH BEST PRACTICE THAT THEY ARE NOW MORE OR LESS IDENTICAL. – JESPER KUNDE, AUTHOR ‘UNIQUE NOW OR NEVER’ “ ”
  • 6. CHANGING PARADIGM: THE INEXPERIENCED MAY HELP YOU TRULY CREATE BREAKTHROUGHS
  • 7. COMPANIES HAVE STARTED LOOKING FOR CREATIVE FRESHNESS THROUGH CROWD SOURCING
  • 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
  • 14. USED BY TOP GLOBAL BRANDS
  • 15. USED BY TOP GLOBAL BRANDS http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/
  • 16. USED BY TOP GLOBAL COMPANIES General Mills Reckitt Benckiser PepsiCo Unilever Danone Coca-Cola Nestlé Procter & Gamble
  • 18. PRODUCT DEVELOPMENT DESIGN & PACKAGING BRAND & POSITIONING COMMUNICATION IDEAS
  • 19. PRODUCT DEVELOPMENT MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO
  • 23. MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO DESIGN & PACKAGING
  • 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
  • 25. COMMUNICATION MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO
  • 29. COMMUNICATION MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO
  • 30. COMMUNICATION FITNESS TO BRIEF BRAND APPROPRIATENESS ORIGINALITY EXECUTION NARRATIVE POWER RELEVANCE MODERATE & CURATE IDEAS COMMUNITY MANAGERS FOR
  • 31. COMMUNICATION https://clients.eyeka.net/projects/7121-Dirt-is- Good/submissions/670916 (login needed) http://www.youtube.com/watch?v=wQ4xVLoA7Mk
  • 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
  • 40. THE FUTURE: OF CROWDSOURCING FINDING THE APPLICATIONS
  • 41. THE FUTURE: OF CROWDSOURCING FINDING THE APPLICATIONS
  • 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

  1. SHOW THIS SLIDE ONLY IF RELEVANT TO CLIENT
  2. SHOW THIS SLIDE ONLY IF RELEVANT TO CLIENT
  3. 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.
  4. http://www.ideo.com/work/pringles-prints/ http://money.cnn.com/2004/05/20/news/fortune500/trivia_chips/ http://www.ideaconnection.com/open-innovation-success/Open-Innovation-Pringles-Print-00037.html
  5. http://www.tiki-toki.com/timeline/entry/52997/Crowdsourcing-by-Worlds-Best-Global-Brands/
  6. http://www.tiki-toki.com/timeline/entry/52997/Crowdsourcing-by-Worlds-Best-Global-Brands/
  7. https://www.innovation-community.net/contest.php?id=1
  8. https://www.innovation-community.net/idea.php?id=139
  9. https://www.innovation-community.net/idea.php?id=56
  10. https://www.innovation-community.net/idea.php?id=84
  11. 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.
  12. 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.
  13. http://eyeka.pr.co/70295-hyundai-launches-global-brand-campaign-based-on-crowdsourced-idea
  14. http://eyeka.pr.co/70295-hyundai-launches-global-brand-campaign-based-on-crowdsourced-idea
  15. http://eyeka.pr.co/70295-hyundai-launches-global-brand-campaign-based-on-crowdsourced-idea
  16. 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.
  17. http://mobile.nasa.gov/content/pg-is-seeking-a-sustainable-new-way-to-produce-moving-images-for-tv-commercials-and-digital