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E yeka 2011

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E yeka 2011

  1. 2. Yochai Benkler Yale University “The Wealth of Networks” « The world is too fast , too complex & too networked for any company to have all the answers inside » The collaborative philosophy
  2. 3. P&G successfully adopted a Collaborative Innovation program <ul><li>P&G set up “Connect + Develop” in 2000 with the goal of reinventing its innovation model by opening it to the outside world </li></ul><ul><li>Connect + Develop leverages several networks (scientists, technology experts, suppliers…) </li></ul><ul><li>Today, more than 50% of all innovations at P&G involve outside-driven innovation (against 15% in 2000) </li></ul><ul><li>See: http:// www.pgconnectdevelop.com </li></ul>
  3. 4. How do you collaborate with consumers? Source: Forrester Research, Social Technographics report 1% Creative consumers 9% Enthusiasts 90% Spectators Validate innovation opportunities Unlock innovation opportunities Not all consumers are created equal Refine innovation opportunities
  4. 5. A scalable solution China: 15,000 India: 5,000 SEA: 20,000 Australia: 2,500 Europe: 87,500 USA & Latin America: 15,000 eYeka is a community of 150,000 creative consumers in 91 countries Middle-East & Africa: 2,500 Japan & Korea: 2,500 A scalable solution:
  5. 6. 1. Business innovation need: Example of New Product Development from the FMCG industry 3. Innovative creative solution: Creative consumers submit entries in visual formats which are analyzed and leveraged as strategic recommendations 2. Innovative creative process: Articulate business need into a stimulating creative consumer brief and competition A creative solution: eYeka enables Brands to co-create together with Creative Consumers
  6. 7. 3. R&D and Marketing department assess feasibility & viability of innovation 2. Further refine insights-based innovation with brand enthusiasts on digital platforms 1. Unlock insights-based innovation opportunities through strategic analysis of creative consumers’ entries 4. Validate with brand “spectators” 2. CONSOLIDATE 1. IDEATE 3. DEVELOPMENT 4. VALIDATION Creative consumers (1%) Enthusiasts (9%) Brand’s R&D and Marketing Spectators (90%) eYeka enables Brands to co-create together with Creative Consumers
  7. 8. eYeka accelerates innovation throughout the value chain ( Do the “right” things ) ( Do things “right” ) A fast solution:
  8. 9. Leading companies are reshaping their innovation model with eYeka INNOVATION NEEDS EYEKA PRODUCTS EYEKA CREATIVE CONSUMER BRIEFS Prospective & trends research “ Imagine the credit card of the future ” by HSBC New Product Development “ What does this gum say about you that no other gum conveys? ” by KRAFT Positioning & Brand Stretch “ How would you promote our new drink in India? ” by DANONE Marketing & Brand Experience “ Men, show us what is your ideal shopping experience! ” by GILLETTE Consumer Engagement & Social Content “ Illustrate energizing refreshment in a 30 secs video ” by COCA-COLA
  9. 10. 24 out of 100 Best Global Brands innovate with eYeka Source: Best Global Brands 2010 report by Interbrand A safe solution: Interbrand Ranking Brands Interbrand Ranking Brands 1 Coca-Cola 33 Canon 3 Microsoft 34 Sony 4 Google 41 DELL 6 McDonalds 42 Philips 7 Intel 43 Ebay 10 HP 45 L ’ Oreal 13 Gillette 55 MTV 15 BMW 57 Nestle 20 Honda 58 Danone 23 PepsiCo 62 Adidas 25 Nike 65 Hyundai 32 HSBC 95 Armani
  10. 11. 1 Creative 2 Fast 3 Scalable 4 Safe Visual / ideas 2-8 weeks turnaround 91 countries Confidentiality / IP eYeka value proposition
  11. 12. In conclusion Consumers validate. Creative Consumers innovate. Through co-creation, eYeka enables brands to identify unmet needs, unlock innovation opportunities and build authentic engagement.
  12. 13. Follow us on eYeka.net

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