Growing Global Brands through Crowdsourcing

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

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

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.

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

“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

CPG Marketing Innovation Fund at P&G
Crowdsourced R&D Challenge for the Global CMK Group
Innovation
Awards $$

“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

Transportation Industry Brand Development
Crowdsourced Brand & Product Communities
1968
2013

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 …

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 …

Growing Global Brands through Crowdsourcing

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