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Shelley Kuipers, Founder & CEO
Crowdsourcing Week Asia, Singapore
June 4, 2013
Growing Global Brands
through Crowdsourcing
© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 2
Help your crowds authentically engage with
your brand & product innovation teams.
They’ll thank you with actionable market
insights & loyalty.
“Participation is the
new brand.” ─ Chaordix
3© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 3
Meaning
[kay-or-dix]
New market winners will synthesize chaos and order.
– Dee Hock, VISA® credit card founder, and author of the book:
One from Many, VISA® and the Rise of the Chaordic Organization
4© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 4
Our Experience
  Canada HQ, UK, USA
  Crowdsourcing since 2006 (Chaordix 2009)
  Crowd Intelligence™
  Enterprise-class, responsive software platform
& applications
  Deep product experience & marketing bench
  200,000+ participants worldwide
  Recognized thought leader
5© All rights reserved by Chaordix. Do not distribute without written Chaordix consent.
6© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 6
Crowdsourcing Market Insight
Iterative, distillation of people & insights from the crowd
Facebook Fans Brand Loyalty Group(s)
Employee Experts & Brand
Prosumers Co-creation
e.g.
7© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 7
Success Factors for Crowdsourced
Brand & Product Innovation
  Seamless, branded experience important
  It’s not just about a mob’s popular feedback &
ideas; it’s about thoughtful, actionable insight
  Engaged crowds, community = better data
  Mixed methods research, qual + quant data
  Persistent, on-demand community for insights
  Role of experts in brand & product innovation
  Rich software toolset for participant activities, data
analytics, enterprise integration
© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 8
“Consumer market knowledge (CMK) might
be Procter & Gamble's best "secret
weapon," because this is the organisation
that builds the company's renowned gut-
level understanding of "what consumers
think and what they want.” http://www.pg.ca/en_CA/
careers/looking_for/cmk.shtml
Case Study: CPG Innovation Fund Challenge
9© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 9
CPG Marketing Innovation Fund at P&G
Crowdsourced R&D Challenge for the Global CMK Group
Innovation
Awards $$
© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 10
“Technology. Entertainment. Progress.
These things people really feel are
American attributes,” Futurebrand’s
Chief Creative Officer Sven Seger later
answers. “We didn’t make this up. It’s
from people all over the world.”
Case Study: Brand & Product Innovation
http://www.fastcodesign.com/1671677/american-airlines-
rebrands-itself-and-america-along-with-it#6
11© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 11
Transportation Industry Brand Development
Crowdsourced Brand & Product Communities
1968
2013
12© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 12
What’s Next?
Brand & Product Innovation
  Co-mingling of peer brand crowds
  Prosumer talent pools
  Evergreen idea-to-insight applications
  Expansion of mobile research integration,
e.g. quantified self & customer journey apps
  Funded incentive & sponsorship programs
  Seed and scale micro-funding competitions
for internal R&D budgets
  Pre-buy innovation communities expand …
13© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 13
Your Opportunity Today:
Crowd Intelligence™
  Predictive market insights
  Engage hard-to-reach, influencers and taste-
makers directly in brand & product innovation
  De-risked product marketing path
  Reach emerging markets with scaleable,
multilingual, mobile research process
  Enterprise integration with social enterprise &
back office systems
  Increased customer loyalty and retention
through brand participation …

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Growing Global Brands through Crowdsourcing

  • 1. Shelley Kuipers, Founder & CEO Crowdsourcing Week Asia, Singapore June 4, 2013 Growing Global Brands through Crowdsourcing
  • 2. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 2 Help your crowds authentically engage with your brand & product innovation teams. They’ll thank you with actionable market insights & loyalty. “Participation is the new brand.” ─ Chaordix
  • 3. 3© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 3 Meaning [kay-or-dix] New market winners will synthesize chaos and order. – Dee Hock, VISA® credit card founder, and author of the book: One from Many, VISA® and the Rise of the Chaordic Organization
  • 4. 4© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 4 Our Experience   Canada HQ, UK, USA   Crowdsourcing since 2006 (Chaordix 2009)   Crowd Intelligence™   Enterprise-class, responsive software platform & applications   Deep product experience & marketing bench   200,000+ participants worldwide   Recognized thought leader
  • 5. 5© All rights reserved by Chaordix. Do not distribute without written Chaordix consent.
  • 6. 6© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 6 Crowdsourcing Market Insight Iterative, distillation of people & insights from the crowd Facebook Fans Brand Loyalty Group(s) Employee Experts & Brand Prosumers Co-creation e.g.
  • 7. 7© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 7 Success Factors for Crowdsourced Brand & Product Innovation   Seamless, branded experience important   It’s not just about a mob’s popular feedback & ideas; it’s about thoughtful, actionable insight   Engaged crowds, community = better data   Mixed methods research, qual + quant data   Persistent, on-demand community for insights   Role of experts in brand & product innovation   Rich software toolset for participant activities, data analytics, enterprise integration
  • 8. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 8 “Consumer market knowledge (CMK) might be Procter & Gamble's best "secret weapon," because this is the organisation that builds the company's renowned gut- level understanding of "what consumers think and what they want.” http://www.pg.ca/en_CA/ careers/looking_for/cmk.shtml Case Study: CPG Innovation Fund Challenge
  • 9. 9© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 9 CPG Marketing Innovation Fund at P&G Crowdsourced R&D Challenge for the Global CMK Group Innovation Awards $$
  • 10. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 10 “Technology. Entertainment. Progress. These things people really feel are American attributes,” Futurebrand’s Chief Creative Officer Sven Seger later answers. “We didn’t make this up. It’s from people all over the world.” Case Study: Brand & Product Innovation http://www.fastcodesign.com/1671677/american-airlines- rebrands-itself-and-america-along-with-it#6
  • 11. 11© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 11 Transportation Industry Brand Development Crowdsourced Brand & Product Communities 1968 2013
  • 12. 12© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 12 What’s Next? Brand & Product Innovation   Co-mingling of peer brand crowds   Prosumer talent pools   Evergreen idea-to-insight applications   Expansion of mobile research integration, e.g. quantified self & customer journey apps   Funded incentive & sponsorship programs   Seed and scale micro-funding competitions for internal R&D budgets   Pre-buy innovation communities expand …
  • 13. 13© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 13 Your Opportunity Today: Crowd Intelligence™   Predictive market insights   Engage hard-to-reach, influencers and taste- makers directly in brand & product innovation   De-risked product marketing path   Reach emerging markets with scaleable, multilingual, mobile research process   Enterprise integration with social enterprise & back office systems   Increased customer loyalty and retention through brand participation …