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bottom up
is notand crowd-sourcing
co-creation
            enough
for research, innovation and planning
francesco d’orazio...
setting the scene
brave
[old]
world
evolved consumers
huge untapped creative potential
empowered
  consumer
quick, easy, cheap ways
for voicing your opinion,
    super connected,
        always on
participatory culture
...way beyond media and consumption
post-consumer era
        “this is not a question of scale.
It is a different way of existing” J.Murdoch
omnivorous remix
“it is no longer about what your brand does to the consumer but
 what consumers are doing to and with you...
“where the truth lies”
not only trust in ads
has fallen but also its
structural capacity of
generating influence
(reach)


media clutter
sea of
 niches
personalization,
diversification,
fragmentation,
niches culture,


    tailored
   approach
always in beta
 personalization and diversification also
mean that systems have to be flexible and
 adaptive to incorporat...
around me:
       pull NOT push
fragmentation also means the new and
   only potential center is now “me”
real-time immediacy
                                  getting
                       information that’s
                  ...
ambient model
   continuous
 togetherness
how is marketing
        [still]
responding to all this?
ivory tower mentality
consumers don’t really
know what they want
still dreaming
of raising
the perfect
consumer
consumers
  as passive
respondents
campaigns
   consumers
  engage with
      brands
    every day

   why should
brands engage
     with them
    quarterly?
one size
  fits all

   supposedly
 consistency...
    actually,
  blindness to
organic diversity
command
& control
monolithic brands
planning in silos
not invented here syndrome
asynchronous mode
the world has changed

  marketing, branding and
the “agency model” haven’t
   changed that much...
in
                                 s ig
                                        ht

                ra
                  ...
marketing : social media = tin pan alley : rocknroll
how do we move away from
       this model?
social media is NOT
    another channel
is the platform where all media converge
     and the glue between brands and
    ...
brand don’t own the space
anymore, consumers own it
 strategy should be built around them
         not around the brand
people
  not alien
consumers
it’s all about immersion
tapping into the richest
   insight field, free,
     spontaneous,
   always up-to-date
consumers
as partners
the web as
  world’s largest
creative department
continuous
 engagement,
not campaigns
conversations and
relationships, NOT
         messages
cross-media
experience-driven
     not channel-driven
one size
doesn’t fit all

  1000 heads
      for
  1000 msgs
agile branding
responding to change over following a plan
        [adaptive brand planning]
old vs new model

 consumers            people
observation         immersion
respondents          partners
 messages      ...
From this…
                              in
                                   s ig
                                      ...
To this…


                ra
                     d io                 social media                   we
                ...
Fast Company predicts
"Ad agency executive" to
 be among six jobs that
   won't exist in 2016
but is it really
      all about
   bottom-up and
crowd engagement?
some reactions...
 “only works with a simple and well-defined brand”
“I don’t want 1000 ideas, I want one really good one”...
let’s take a step
       back
what you get
+bottom-up richness
+global crowd
+diversified crowd
+wider range of talent
+cost-effective
+lots of ideas
+r...
what’s missing
-it’s many-to-one
-not very targeted
-it’s bottom-up but still vertical
-access to insight and strategy (co...
bottom up is not enough
          “the bottom-up mind
      will take us much further,
but will never take us to the end g...
let’s take a look
at another approach
co-creation

     Is the act of company stakeholders
collaborating directly with selected (usually
smaller) groups of cons...
1. Download
                                                       Offline workshop to draw
                              ...
structure
    of a
co-creation
  session
ideas
selection
 clustering
  arguing!
  refining
  pitching
   voting
what you get
+few-to-few-to-one
+more targeted
+bottom-up and top-down
+collaboration, editing, building on
+refinement an...
what’s missing
        [compared to crowdsourcing]


-smaller crowd
-local
-less diversification
-fewer ideas
-more expens...
the case for a hybrid model
      bottom-up + top-down
       crowds + individuals
group thinking + individual thinking
the hybrid model
    consumer    crowd-sourcing   co-creation
    immersion




  listen            plan                en...
bottom-up
   consumer    crowd-sourcing   co-creation
   immersion




 listen            plan                engage   mea...
the hybrid model
    consumer    crowd-sourcing   co-creation
    immersion




  listen            plan                en...
the process

  A.social media immersion
   B.research community
     C.crowd-sourcing
       D.co-creation


       final ...
A.social media immersion
A.social media immersion/2
 1.   brand social media presence
 2.   quantitative & qualitative visibility
 3.   topics and ...
idea generation process


         B                               C        D




Once the platforms for co-creation have ...
B. exploration

 Online community with stimulus to encourage
 category exploration and insight, team
 bonding, and creativ...
C.crowd-sourcing

Emerging themes and issues are broken down
into smaller creative problem-solving tasks and
broadcasted t...
C.crowd-sourcing/2
              hypothesis   ideas
              validation generation
                tasks      tasks

...
D.co-creation


 The best ideas are selected and then taken to a
 selected group of users who develop them
 further with t...
D.co-creation/2
           strongest ideas


              dev tasks




             final concepts

       insights + re...
currently being assembled
      in a factory near you
@abc3d
          facegroup.co.uk
francesco@facegroup.co.uk
Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning
Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning
Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning
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Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning

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Barely a day goes by without a website, campaign or competition cropping up, promising to harness the collective wisdom of crowds for the benefit of brands. Consumer generated inputs are playing a more and more prominent role into research, innovation and planning.

However, it is still not very clear what are the most suitable approaches, frameworks and methodologies available for for doing this.

This presentation, recently discussed at a number of conferences in the UK, Spain and Italy, looks in particular at crowd-sourcing and co-creation: when to use them, what are the advantages, the drawbacks and the workarounds, what are the deliverables and how could these grassroots practices fit into the existing marketing processes.

Using crowd-sourcing and co-creation as complementary frameworks is key to harness the wisdom of the crowds both at an individual and group-thinking level, bringing together bottom up and top down approaches, online and offline, to make sure the richness provided by mass collaboration is effectively shaped and leveraged by informed strategic thinking and expert insight.

Published in: Business, Technology

Bottom Up Is Not Enough: co-creation and crowd-sourcing for research, innovation and planning

  1. 1. bottom up is notand crowd-sourcing co-creation enough for research, innovation and planning francesco d’orazio, face, september 2009, london
  2. 2. setting the scene
  3. 3. brave [old] world
  4. 4. evolved consumers huge untapped creative potential
  5. 5. empowered consumer quick, easy, cheap ways for voicing your opinion, super connected, always on
  6. 6. participatory culture ...way beyond media and consumption
  7. 7. post-consumer era “this is not a question of scale. It is a different way of existing” J.Murdoch
  8. 8. omnivorous remix “it is no longer about what your brand does to the consumer but what consumers are doing to and with your brand” Mark Earls
  9. 9. “where the truth lies”
  10. 10. not only trust in ads has fallen but also its structural capacity of generating influence (reach) media clutter
  11. 11. sea of niches personalization, diversification, fragmentation, niches culture, tailored approach
  12. 12. always in beta personalization and diversification also mean that systems have to be flexible and adaptive to incorporate the users input
  13. 13. around me: pull NOT push fragmentation also means the new and only potential center is now “me”
  14. 14. real-time immediacy getting information that’s relevant to who I am, where I am and what I’m up to sharing information with the right people, at the right time, in the right way
  15. 15. ambient model continuous togetherness
  16. 16. how is marketing [still] responding to all this?
  17. 17. ivory tower mentality
  18. 18. consumers don’t really know what they want
  19. 19. still dreaming of raising the perfect consumer
  20. 20. consumers as passive respondents
  21. 21. campaigns consumers engage with brands every day why should brands engage with them quarterly?
  22. 22. one size fits all supposedly consistency... actually, blindness to organic diversity
  23. 23. command & control
  24. 24. monolithic brands
  25. 25. planning in silos
  26. 26. not invented here syndrome
  27. 27. asynchronous mode
  28. 28. the world has changed marketing, branding and the “agency model” haven’t changed that much...
  29. 29. in s ig ht ra d io agencies in t pr brand agency brand tv insight new exp on lin e channels new consumers
  30. 30. marketing : social media = tin pan alley : rocknroll
  31. 31. how do we move away from this model?
  32. 32. social media is NOT another channel is the platform where all media converge and the glue between brands and consumers +insights +idea generation +testing & validation +distribution +wom & advocacy
  33. 33. brand don’t own the space anymore, consumers own it strategy should be built around them not around the brand
  34. 34. people not alien consumers
  35. 35. it’s all about immersion
  36. 36. tapping into the richest insight field, free, spontaneous, always up-to-date
  37. 37. consumers as partners
  38. 38. the web as world’s largest creative department
  39. 39. continuous engagement, not campaigns
  40. 40. conversations and relationships, NOT messages
  41. 41. cross-media experience-driven not channel-driven
  42. 42. one size doesn’t fit all 1000 heads for 1000 msgs
  43. 43. agile branding responding to change over following a plan [adaptive brand planning]
  44. 44. old vs new model consumers people observation immersion respondents partners messages relationships campaigns story one size niche tailored channels experiences silos collaboration monolithic adaptive
  45. 45. From this… in s ig ht ra d io agencies in t pr brand agency brand tv insight exp on lin e channels consumers
  46. 46. To this… ra d io social media we b ide as ts igh ins tv brand agency consumers print communities ide as s ht sig in p ex t en facilitate channels bi am brands
  47. 47. Fast Company predicts "Ad agency executive" to be among six jobs that won't exist in 2016
  48. 48. but is it really all about bottom-up and crowd engagement?
  49. 49. some reactions... “only works with a simple and well-defined brand” “I don’t want 1000 ideas, I want one really good one” “you won’t get a collaborative process” “you need to have arguments” “crowd-sourcing doesn’t lend itself to the big idea” “no access to strategy or insight” “all you get is a bunch of one-off ads”
  50. 50. let’s take a step back
  51. 51. what you get +bottom-up richness +global crowd +diversified crowd +wider range of talent +cost-effective +lots of ideas +rich insight +consumer-brand relationship +peer-rating +buzz
  52. 52. what’s missing -it’s many-to-one -not very targeted -it’s bottom-up but still vertical -access to insight and strategy (confidentiality) -collaboration -editing, building on, refining -funneling process -face-to-face -strategic thinking
  53. 53. bottom up is not enough “the bottom-up mind will take us much further, but will never take us to the end goal” (kevin kelly) Crowd-sourcing needs to be part of a bigger process
  54. 54. let’s take a look at another approach
  55. 55. co-creation Is the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief. Is about leveraging consumers’ creativity without preempting the results of the process Can take place on-line in communities or/and offline in workshops
  56. 56. 1. Download Offline workshop to draw out and share existing knowledge, drive out gaps, and co create the brief 2. Explore the 5.Advance online community with Offline workshops with client and stimulus to encourage stakeholders to define pipeline, category exploration and priorities and short and long term insight, team bonding, and co-creation work streams. creative stimulation. process 3. Co create 4. Refine Consumers, clients and wider stakeholders brought Best ideas taken back online to further together in an offline distil, evaluate, combine and develop.. workshop using our co Extra validation can be provided by creation process to adding fresh consumers to community generate, define, explore, to get an objective perspective and validate ideas.
  57. 57. structure of a co-creation session
  58. 58. ideas selection clustering arguing! refining pitching voting
  59. 59. what you get +few-to-few-to-one +more targeted +bottom-up and top-down +collaboration, editing, building on +refinement and funneling +online & face-to-face +access to insight and strategy (confidentiality) +strategic thinking +faster process +immersive +robust and tailored concepts
  60. 60. what’s missing [compared to crowdsourcing] -smaller crowd -local -less diversification -fewer ideas -more expensive than crowd-sourcing
  61. 61. the case for a hybrid model bottom-up + top-down crowds + individuals group thinking + individual thinking
  62. 62. the hybrid model consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop
  63. 63. bottom-up consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop top down
  64. 64. the hybrid model consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop No longer a linear process but a loop
  65. 65. the process A.social media immersion B.research community C.crowd-sourcing D.co-creation final concepts output
  66. 66. A.social media immersion
  67. 67. A.social media immersion/2 1. brand social media presence 2. quantitative & qualitative visibility 3. topics and perceptions 4. brand social network 5. brand influencers • identify the issues • identify the co-creators
  68. 68. idea generation process B C D Once the platforms for co-creation have been identified we engage our creative communities through a) exploration tasks, b) crowd-sourcing tasks and c) co-creation tasks
  69. 69. B. exploration Online community with stimulus to encourage category exploration and insight, team bonding, and creative stimulation. 360° view of users to see how the brand fits in their everyday life. Specific tasks are designed to investigate further the themes emerged in the monitoring stage.
  70. 70. C.crowd-sourcing Emerging themes and issues are broken down into smaller creative problem-solving tasks and broadcasted to a targeted group of solvers in the online community in the form of an open call for solutions. The users generate, define, explore and validate ideas and also sort through them, finding the best ones, voting on them, commenting on them to improve and develop them further.
  71. 71. C.crowd-sourcing/2 hypothesis ideas validation generation tasks tasks users users response clustering response ranking key insights & ideas
  72. 72. D.co-creation The best ideas are selected and then taken to a selected group of users who develop them further with the help of the brand stakeholders, the experts and Face planners and researchers.
  73. 73. D.co-creation/2 strongest ideas dev tasks final concepts insights + refined concepts
  74. 74. currently being assembled in a factory near you
  75. 75. @abc3d facegroup.co.uk francesco@facegroup.co.uk

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