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Design & Crowdsourcing
Power Shifts in The Conversation Age: a Social Marketing view.


                                      Pascal Beucler, SVP & CSO MSLGROUP,
                                    Paris College of Art/Ecole Parsons à Paris,
                                                                Oct. 22, 2012.
• By culture, tradition, sometimes
  « ideology », designers are not very comfortable with
  the new peer to peer culture, where
  collaboration, co-generation and co-creation are
  cornerstone realities
• How can the « genius of one » cope with the wisdom
  of crowds? Would Starck crowdsource???
• Let’s share a few facts & figures on this, and discuss!
CROWDSOURCING: A FAST-GROWING TREND
• Crowdsourcing is a distributed problem-solving and
  production model
• An open call for solutions: users submit solutions.
  Solutions are then owned by the entity that broadcast the
  problem in the first place—the crowdsourcer
• The contributor of the solution is, in some
  cases, compensated either monetarily, with prizes, or with
  recognition
• Crowdfunding, Open Innovation, Collaborative Social
  Innovation are other fast-growing parents of
  Crowdsourcing at large
THE PATH TO INNOVATION?
• The growing power of insights & foresights
• A « People’s inside » Age
• The will to inspire and innovate by bringing the voice of the
  people to life
• Turning people’s intelligence and passion into innovation: this
  is what the digital & social revolution makes possible
• Innovation is not anymore a top-down/guru process: it’s no
  surpise that P&G, Unilever and many other leading companies
  use crowdsourcing massively
• Collaboration leads creativity, innovation and
  growth: the best and more sustainable growth
  needs to be people-led, today
• People do expect, more and more, to be involved
  into the content/substance as well as into the
  form/shape of projects/objects which at the end
  of the day will touch their life
• It is crucial for brands to generate people-centric
  solutions, not just « products »: solutions in terms
  of concept, design, function, packaging, and
  messaging/telling stories that matter
Dell pionnered in this area, opening its sharing and
         collaborative platform years ago
http://www.ideastorm.com/
• « IdeaStorm was created to give a direct voice to our
  customers and an avenue to have online “brainstorm”
  sessions to allow you the customer to share ideas and
  collaborate with one another and Dell. Our goal through
  IdeaStorm is to hear what new products or services you’d
  like to see Dell develop. We hope this site fosters a candid
  and robust conversation about your ideas. »
• « Since Launching, IdeaStorm has crossed the 16,000 idea
  mark and implemented nearly 500 ideas! As Dell is always
  moving forward and innovating, so is IdeaStorm. In
  addition to the open discussion IdeaStorm site, in December
  2009, Dell added “Storm Sessions” where Dell posts a
  specific topic and asks customers to submit ideas. »
Mastering the Art of Crowdsourcing is what
 helped make Starbucks the Top Brand on FB

 Starbucks digital strategy director, Alexandra Wheeler, gives a few
  hints:
   –The journey really began with the launch of My Starbucks Idea in
    March 2009
     An online community where customers and employees can
       submit their ideas, vote for other people’s ideas or add to ideas in
       the community. They can also see what Starbucks is doing with
       those ideas through their “Ideas in Action” blog
   –It’s a pretty robust community. It has over 75,000 ideas in it
     In its first year, 25 ideas were activated through that program. It’s
       a significant way to co-create, to inform business decisions
   –It was important for them to go where consumers are and to
    provide a valuable and meaningful brand experience
http://www.starbucks.com/coffeehouse/le
       arn-more/my-starbucks-idea
From Ideas to Action
•   "You know better than anyone else what you want from Starbucks. So tell us.
    What's your Starbucks Idea? Revolutionary or simple – we want to hear it. Share
    your ideas, tell us what you think of other people's ideas and join the discussion.
    We're here, and we're ready to make ideas happen. Let's get started".
•   Submit Your Idea
•   « Ideas In Action
•   What are we doing to make your Starbucks experience better? These are some of
    the things you've asked for ».

               –   However-you-want-it Frappuccino is Officially Here May 4, 2010 by Jennifer K
               –                     New Highly Energy-efficient LED Lighting Coming to a Starbucks near You April 26, 2010 by
                   Sue Long
               –   Molasses Cookie Returns April 23 by sbx_mdro
               –   One Person Can Save Trees. Together we can Save Forests. April 12, 2010 by Heidi Durham
               –                     Help us Develop a More Recyclable Coffee Cup – Join the Beta Cup Challenge April 2, 2010
                   by Sue Long
               –                     Starbucks Card Mobile Payment Now Available at all Target® Starbucks Stores April 1, 2010
                   by Chuck Davidson
People’s Lab:
Crowdsourcing Insights & Innovation
People’s Lab
• People’s Lab is MSLGROUP’s proprietary crowdsourcing
  platform and approach that helps organizations tap into
  people’s insight for innovation, storytelling and change.




            1                              2                                        3

      Fast, cost                 Highly visual &                         Flows designed to
  effective, lightwei              Appealing                                 maximise
     ght platform                                                           participation
                              Visual representation of all
       Built to share        inputs with automatic video                    Built specifically for
     information the               embeds and URL                         collaboration use-cases
  platform provides fast      screenshots; image sharing                   the system-flows are
  and secure processing.         and file uploads are all                  very intuitive and the
  Built in-house it is the     available on the platform                  user interface is easy to
    most cost effective         from a single input box.                           master.
  choice on the market.
                                            •    Image source : www.peopleslab.mslgroup.com
                             , http://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+b
                                                                    ench
Why People’s Lab crowdsourcing
  • MSLGROUP createdapproach?
     platform & People’s Lab crowdsourcing
    platform & approach in response to market
       trends, competition dynamics and client needs.




              1                     2                        3

    Crowdsourcing is a       Our competitors are     Our clients are
    strategic priority for   crowdsourcing           demanding new
    global CEOs              insights                types of insights

    Business leaders         From holding            More and more
    believe that             companies to PR         clients expect us to
    crowdsourcing            agencies and creative   share meaningful
    people’s insights are    agencies to startups:   insights with
    one of the main          the need for insights   them, not only tactics.
    drivers for leading      & foresights is         In response, we
    innovation and           everywhere in the       created People’s Lab
    change. (PwC Global      Communications          to crowdsource
    CEO Survey 2011)         Industry                insights.
People’s Lab crowdsourcing
• The People’s Lab crowdsourcing platform enables our
             approach
  three-part approach for distilling insights from
   conversations and communities.




          1                          2                          3

Organic                   MSLGROUP’s own             Custom public or
conversation              private insight            private communities
analysis                  communities                for clients

To identify themes        To crowdsource             To crowdsource
from public social        solutions around           insights in the context
web conversations         specific client needs      of a specific client
using third-party tools   like crisis or             need
like Radian6 and          citizenship, or internal
Sysomos.                  themes like
                          storytelling.
CROWDSOURCING
OR…CROWDSOURCING?
And what’s happening, when it comes to
          the world of design?
• The same CMO, who’s fond of crowdsourcing for
  innovation and communication, may be tempted to
  extend its use to design
• What’s the insight, in the CMO’s head? « Instead of
  trying to make myself a logo for the company, or
  spending mynmarketing budget on a design consultant
  ,who will provide limited design choices at the end of a
  long design process, I can have hundreds of designers
  work on my project for a fraction of the cost of a
  traditional designer. I will have more ideas, more
  routes, more freshness, for a much lower price ».
• In Design too, crowdsourcing is outsourcing to a crowd of
  people via an open call for contributions
• Like David C. Baker from ReCourses puts it, crowdsourced
  design is “an irreversible movement”, in fact just one of the
  many forms of desintermediation which the digital and
  social turmoil allows, and accelerates
• Baker adds that it gives a chance to designers who
  otherwise wouldn’t be given a chance to show their talent
   • His conclusion: “Terrifying or not, crowdsourcing is a reality.
     Fear is only useful to the extent that it motivates you to get
     your act together so that crowdsourcing isn’t a threat.; Here’s
     another way to say that: If you’re terrified, well, you ought to
     be, because the movement is highlighting how poorly
     prepared you are. Consider this an early warning sign. »
• Other people are strong opponents to any form of
  crowsourced design, for they believe it’s killing their
  discipline
• Debbie Millman for instance, president of the design
  division at Sterling Brands, and president emeritus of AIGA
  (AIGA is the largest professional association for design:
  http://www.aiga.org/), argues that crowdsourcing
  « prevents designers from practicing the discipline of
  design as a problem-solving process, and it fails to respect
  the profession and the value it creates through designers’
  creative gift and professional discipline ».
IDEATION VS CREATION
• There are obviously different ways to crowdsource
  design
• What you’ll see most, online, is about
  creation/challenge: « Get more for less, as you’re a
  small business »
   – “Get the Most From Crowdsourced Design Competitions” is
     the motto of many newcomers, like DesignCrowd
• Such an approach can indeed be seen as toxic, in
  terms of business model, for most of Branding &
  Design companies which have to deal with fixed
  costs, and can hardly accept speculative (not
  compensated) competition
• Quite different is the use of crowdsourcing for
  collective ideation purpose
• The brand submits a brief to a community of
  people who’re willing to raise their ideas, their
  vision and even their sort of « sketch » in 3D
• Instead of a somehow « dry » words-only
  brief, you provide art directors and their team
  with more « right brain » (creative) ideas in
  terms of forms/shapes, colors, look & feel
SO, CAN YOU CROWDSOURCE A
NEW LOGO?
Coke thinks so
Refreshing your body, mind, soul and …logo.

• It is a logo that is plastered worldwide on cans, on drinks machines, and
  around major sporting events, but Coca Cola want someone to re-imagine
  their iconic logo.
• What is more, they are throwing it to the masses and are going to crowd
  source the process
• The competition is going to be run in association with design agency Blank
  You Very Much, and is open to US residents only. It is a good choice of
  partner for Coke, as Blank You Very Much focus on reinventing iconic
  brands and symbols that we already know
• As the competition is focused on crowdsourcing the BYVM community, not
  Coke execs ,will choose the winning design. The person behind it will win
  $5000 and have the design put on a limited edition t-shirt. The idea for
  Coke is obviously to inspire their community to think about what they love
  about the brand and engage with it more, and perhaps make the
  monolithic brand feel a bit more personal for people
Refreshing your body, mind, soul and …logo.


• Even though the new logo is going to be
  crowdsourced, the brief given is quite strict
• Rules include banning the use of the colour blue
  and international flags, keeping the ribbon
  running horizontally and keeping the bottle
  pristine
• Coke also want to ensure that the design reflects
  a balanced, healthy lifestyle and is targeted at a
  demographic of 12 years and older
CAN YOU CROWDSOURCE A NEW
PRODUCT?
Nissan thinks so, with their online
     « Innovation Garage »
Nissan Innovation Garage
• A platform dedicated to crowdsourced innovation
   – Everyone can suggest an idea, a project, his vision for
     tomorrow’s car
   – Best contributions will be recognized by Nissan, legally
     protected and the author will be financially rewarded
• Nissan’s point of view is that only crowdsourcing may
  ensure that all ideas will be given a chance to arise –
  even the most unexcpected or disruptive one
• Already fond of User Generated Content, Nissan goes a
  step beyond with this « Open Innovation »
  initiative, which is by nature limitless
CAN YOU CROWDSOURCE ART?
JR thinks so: Co-Creation in Art
• The French-born artist and his crew have
  traversed more than 100 countries with their
  crowd-sourced social-sculpture photo
  projects.
• Whether in Israel/Palestine, in Rio, in Africa, in
  Paris or in NYC today at the Ford
  Foundation, it’s all about raising people’s voice
  thru painting, pics, sculptures…
Massive « Inside-Out » in HK
http://www.jr-art.net/
• If even art may consider Co-Creation &
  Crowdsourcing, will Design be The Last of The
  Mohicans?
COUPLE OF QUESTIONS TO OPEN
THE CONVERSATION
What & Who?
• What exactly should be crowdsourced?
  Insights, ideas, elements of content for the
  briefing …or directly graphic solutions?
• What would the SWOT be here?
• Who should manage?
• Should design companies themselves create
  their own crowdsourcing solutions – even if
  « just » design-centric?
Should dialogue be limited to two?
• Richard Grefe, AIGA's executive director, says:
   – "Successful design work results from a collaborative process between a
     client and the designer, developing a clear sense of the client's
     objectives, competitive situation, and needs.
   – (…) Design creates value for clients as a result of the approach
     designers take in addressing the problems or needs of the client and
     only at the end of that process is a "design" created. »
• Should really this « collaborative process » limited to a
  dialogue between the client and the designer? Why shouldn’t
  people – future consumers – be kept away from the
  process, when people now can raise their voice on
  everything?
Let’s discuss!

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Design & Crowdsourcing - by Pascal Beucler

  • 1. Design & Crowdsourcing Power Shifts in The Conversation Age: a Social Marketing view. Pascal Beucler, SVP & CSO MSLGROUP, Paris College of Art/Ecole Parsons à Paris, Oct. 22, 2012.
  • 2. • By culture, tradition, sometimes « ideology », designers are not very comfortable with the new peer to peer culture, where collaboration, co-generation and co-creation are cornerstone realities • How can the « genius of one » cope with the wisdom of crowds? Would Starck crowdsource??? • Let’s share a few facts & figures on this, and discuss!
  • 4. • Crowdsourcing is a distributed problem-solving and production model • An open call for solutions: users submit solutions. Solutions are then owned by the entity that broadcast the problem in the first place—the crowdsourcer • The contributor of the solution is, in some cases, compensated either monetarily, with prizes, or with recognition • Crowdfunding, Open Innovation, Collaborative Social Innovation are other fast-growing parents of Crowdsourcing at large
  • 5. THE PATH TO INNOVATION?
  • 6. • The growing power of insights & foresights • A « People’s inside » Age • The will to inspire and innovate by bringing the voice of the people to life • Turning people’s intelligence and passion into innovation: this is what the digital & social revolution makes possible • Innovation is not anymore a top-down/guru process: it’s no surpise that P&G, Unilever and many other leading companies use crowdsourcing massively
  • 7. • Collaboration leads creativity, innovation and growth: the best and more sustainable growth needs to be people-led, today • People do expect, more and more, to be involved into the content/substance as well as into the form/shape of projects/objects which at the end of the day will touch their life • It is crucial for brands to generate people-centric solutions, not just « products »: solutions in terms of concept, design, function, packaging, and messaging/telling stories that matter
  • 8. Dell pionnered in this area, opening its sharing and collaborative platform years ago
  • 9. http://www.ideastorm.com/ • « IdeaStorm was created to give a direct voice to our customers and an avenue to have online “brainstorm” sessions to allow you the customer to share ideas and collaborate with one another and Dell. Our goal through IdeaStorm is to hear what new products or services you’d like to see Dell develop. We hope this site fosters a candid and robust conversation about your ideas. » • « Since Launching, IdeaStorm has crossed the 16,000 idea mark and implemented nearly 500 ideas! As Dell is always moving forward and innovating, so is IdeaStorm. In addition to the open discussion IdeaStorm site, in December 2009, Dell added “Storm Sessions” where Dell posts a specific topic and asks customers to submit ideas. »
  • 10. Mastering the Art of Crowdsourcing is what helped make Starbucks the Top Brand on FB  Starbucks digital strategy director, Alexandra Wheeler, gives a few hints: –The journey really began with the launch of My Starbucks Idea in March 2009 An online community where customers and employees can submit their ideas, vote for other people’s ideas or add to ideas in the community. They can also see what Starbucks is doing with those ideas through their “Ideas in Action” blog –It’s a pretty robust community. It has over 75,000 ideas in it In its first year, 25 ideas were activated through that program. It’s a significant way to co-create, to inform business decisions –It was important for them to go where consumers are and to provide a valuable and meaningful brand experience
  • 11. http://www.starbucks.com/coffeehouse/le arn-more/my-starbucks-idea
  • 12. From Ideas to Action • "You know better than anyone else what you want from Starbucks. So tell us. What's your Starbucks Idea? Revolutionary or simple – we want to hear it. Share your ideas, tell us what you think of other people's ideas and join the discussion. We're here, and we're ready to make ideas happen. Let's get started". • Submit Your Idea • « Ideas In Action • What are we doing to make your Starbucks experience better? These are some of the things you've asked for ». – However-you-want-it Frappuccino is Officially Here May 4, 2010 by Jennifer K – New Highly Energy-efficient LED Lighting Coming to a Starbucks near You April 26, 2010 by Sue Long – Molasses Cookie Returns April 23 by sbx_mdro – One Person Can Save Trees. Together we can Save Forests. April 12, 2010 by Heidi Durham – Help us Develop a More Recyclable Coffee Cup – Join the Beta Cup Challenge April 2, 2010 by Sue Long – Starbucks Card Mobile Payment Now Available at all Target® Starbucks Stores April 1, 2010 by Chuck Davidson
  • 14. People’s Lab • People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change. 1 2 3 Fast, cost Highly visual & Flows designed to effective, lightwei Appealing maximise ght platform participation Visual representation of all Built to share inputs with automatic video Built specifically for information the embeds and URL collaboration use-cases platform provides fast screenshots; image sharing the system-flows are and secure processing. and file uploads are all very intuitive and the Built in-house it is the available on the platform user interface is easy to most cost effective from a single input box. master. choice on the market. • Image source : www.peopleslab.mslgroup.com , http://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+b ench
  • 15. Why People’s Lab crowdsourcing • MSLGROUP createdapproach? platform & People’s Lab crowdsourcing platform & approach in response to market trends, competition dynamics and client needs. 1 2 3 Crowdsourcing is a Our competitors are Our clients are strategic priority for crowdsourcing demanding new global CEOs insights types of insights Business leaders From holding More and more believe that companies to PR clients expect us to crowdsourcing agencies and creative share meaningful people’s insights are agencies to startups: insights with one of the main the need for insights them, not only tactics. drivers for leading & foresights is In response, we innovation and everywhere in the created People’s Lab change. (PwC Global Communications to crowdsource CEO Survey 2011) Industry insights.
  • 16. People’s Lab crowdsourcing • The People’s Lab crowdsourcing platform enables our approach three-part approach for distilling insights from conversations and communities. 1 2 3 Organic MSLGROUP’s own Custom public or conversation private insight private communities analysis communities for clients To identify themes To crowdsource To crowdsource from public social solutions around insights in the context web conversations specific client needs of a specific client using third-party tools like crisis or need like Radian6 and citizenship, or internal Sysomos. themes like storytelling.
  • 18. And what’s happening, when it comes to the world of design? • The same CMO, who’s fond of crowdsourcing for innovation and communication, may be tempted to extend its use to design • What’s the insight, in the CMO’s head? « Instead of trying to make myself a logo for the company, or spending mynmarketing budget on a design consultant ,who will provide limited design choices at the end of a long design process, I can have hundreds of designers work on my project for a fraction of the cost of a traditional designer. I will have more ideas, more routes, more freshness, for a much lower price ».
  • 19. • In Design too, crowdsourcing is outsourcing to a crowd of people via an open call for contributions • Like David C. Baker from ReCourses puts it, crowdsourced design is “an irreversible movement”, in fact just one of the many forms of desintermediation which the digital and social turmoil allows, and accelerates • Baker adds that it gives a chance to designers who otherwise wouldn’t be given a chance to show their talent • His conclusion: “Terrifying or not, crowdsourcing is a reality. Fear is only useful to the extent that it motivates you to get your act together so that crowdsourcing isn’t a threat.; Here’s another way to say that: If you’re terrified, well, you ought to be, because the movement is highlighting how poorly prepared you are. Consider this an early warning sign. »
  • 20. • Other people are strong opponents to any form of crowsourced design, for they believe it’s killing their discipline • Debbie Millman for instance, president of the design division at Sterling Brands, and president emeritus of AIGA (AIGA is the largest professional association for design: http://www.aiga.org/), argues that crowdsourcing « prevents designers from practicing the discipline of design as a problem-solving process, and it fails to respect the profession and the value it creates through designers’ creative gift and professional discipline ».
  • 22. • There are obviously different ways to crowdsource design • What you’ll see most, online, is about creation/challenge: « Get more for less, as you’re a small business » – “Get the Most From Crowdsourced Design Competitions” is the motto of many newcomers, like DesignCrowd • Such an approach can indeed be seen as toxic, in terms of business model, for most of Branding & Design companies which have to deal with fixed costs, and can hardly accept speculative (not compensated) competition
  • 23. • Quite different is the use of crowdsourcing for collective ideation purpose • The brand submits a brief to a community of people who’re willing to raise their ideas, their vision and even their sort of « sketch » in 3D • Instead of a somehow « dry » words-only brief, you provide art directors and their team with more « right brain » (creative) ideas in terms of forms/shapes, colors, look & feel
  • 24. SO, CAN YOU CROWDSOURCE A NEW LOGO?
  • 26. Refreshing your body, mind, soul and …logo. • It is a logo that is plastered worldwide on cans, on drinks machines, and around major sporting events, but Coca Cola want someone to re-imagine their iconic logo. • What is more, they are throwing it to the masses and are going to crowd source the process • The competition is going to be run in association with design agency Blank You Very Much, and is open to US residents only. It is a good choice of partner for Coke, as Blank You Very Much focus on reinventing iconic brands and symbols that we already know • As the competition is focused on crowdsourcing the BYVM community, not Coke execs ,will choose the winning design. The person behind it will win $5000 and have the design put on a limited edition t-shirt. The idea for Coke is obviously to inspire their community to think about what they love about the brand and engage with it more, and perhaps make the monolithic brand feel a bit more personal for people
  • 27. Refreshing your body, mind, soul and …logo. • Even though the new logo is going to be crowdsourced, the brief given is quite strict • Rules include banning the use of the colour blue and international flags, keeping the ribbon running horizontally and keeping the bottle pristine • Coke also want to ensure that the design reflects a balanced, healthy lifestyle and is targeted at a demographic of 12 years and older
  • 28. CAN YOU CROWDSOURCE A NEW PRODUCT?
  • 29. Nissan thinks so, with their online « Innovation Garage »
  • 30. Nissan Innovation Garage • A platform dedicated to crowdsourced innovation – Everyone can suggest an idea, a project, his vision for tomorrow’s car – Best contributions will be recognized by Nissan, legally protected and the author will be financially rewarded • Nissan’s point of view is that only crowdsourcing may ensure that all ideas will be given a chance to arise – even the most unexcpected or disruptive one • Already fond of User Generated Content, Nissan goes a step beyond with this « Open Innovation » initiative, which is by nature limitless
  • 32. JR thinks so: Co-Creation in Art • The French-born artist and his crew have traversed more than 100 countries with their crowd-sourced social-sculpture photo projects. • Whether in Israel/Palestine, in Rio, in Africa, in Paris or in NYC today at the Ford Foundation, it’s all about raising people’s voice thru painting, pics, sculptures…
  • 35. • If even art may consider Co-Creation & Crowdsourcing, will Design be The Last of The Mohicans?
  • 36. COUPLE OF QUESTIONS TO OPEN THE CONVERSATION
  • 37. What & Who? • What exactly should be crowdsourced? Insights, ideas, elements of content for the briefing …or directly graphic solutions? • What would the SWOT be here? • Who should manage? • Should design companies themselves create their own crowdsourcing solutions – even if « just » design-centric?
  • 38. Should dialogue be limited to two? • Richard Grefe, AIGA's executive director, says: – "Successful design work results from a collaborative process between a client and the designer, developing a clear sense of the client's objectives, competitive situation, and needs. – (…) Design creates value for clients as a result of the approach designers take in addressing the problems or needs of the client and only at the end of that process is a "design" created. » • Should really this « collaborative process » limited to a dialogue between the client and the designer? Why shouldn’t people – future consumers – be kept away from the process, when people now can raise their voice on everything?