This presentation was given at ISPO's "Open Innovation Wiesn" event in Munich, on September 22nd 2014. The presentation is in English, the talk was given in Englissh too but the title was in German, in front of German innovation and marketing managers. The title means "Crowdsourcing In The FMCG Sector - Development And Overview," elmphasizing that the presentation was not only about the sports sector, but about fast-moving consumer goods to inspire ISPO's attendees.

1. An Introduction To
Crowd-Based
Innovation
@YannigRoth, September 22nd 2014, Munich

2. COMPANIES HAVE DEFINED
SO MUCH
BEST PRACTICE
THAT THEY ARE NOW
MORE OR LESS IDENTICAL.
– JESPER KUNDE, AUTHOR ‘UNIQUE NOW OR NEVER’
“
”

6. CHANGING PARADIGM:
THE INEXPERIENCED
MAY HELP YOU TRULY CREATE BREAKTHROUGHS

7. COMPANIES HAVE STARTED
LOOKING FOR CREATIVE FRESHNESS
THROUGH
CROWD
SOURCING

8. WHAT IS?
CROWD
SOURCING
“Tapping into the power of many“
R. Dawson

9. WHAT IS?
CROWD
SOURCING
“Crowdsourcing is a type of participative online activity in which an individual, an institution, a non-profit organization, or company proposes to a group of individuals of varying knowledge, heterogeneity, and number, via a flexible open call, the voluntary undertaking of a task [which] always entails mutual benefit. The user will receive the satisfaction of a given type of need [...] while the “crowdsourcer” will obtain and utilize to their advantage that what the user has brought to the venture“
E. Estellés-Arolas & F. González Ladrón-de-Guevara

10. WHAT IS?
CROWD
SOURCING
1.A company posts a problem online
2.A vast number of individuals offer solutions
3.The winning ideas are rewarded
4.The company uses the output for its own gain
D. Brabham

13. USED BY TOP
ACROSS THE GLOBE
(… AND MANY MORE)
GLOBAL BRANDS

14. USED BY TOP
GLOBAL BRANDS

15. USED BY TOP
GLOBAL BRANDS
http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/

16. USED BY TOP
GLOBAL COMPANIES
General Mills
Reckitt Benckiser
PepsiCo
Unilever
Danone
Coca-Cola
Nestlé
Procter & Gamble

17. IDEAS
CONTENT
CROWDSOURCING WHAT?

18. PRODUCT DEVELOPMENT
DESIGN & PACKAGING
BRAND & POSITIONING
COMMUNICATION
IDEAS

19. PRODUCT DEVELOPMENT
MARKETING CHALLENGES
NEED TO TRANSFORM
CREATIVE
COMPETITIONS
INTO

20. PRODUCT DEVELOPMENT

21. PRODUCT DEVELOPMENT

22. PRODUCT DEVELOPMENT

23. MARKETING CHALLENGES
NEED TO TRANSFORM
CREATIVE
COMPETITIONS
INTO
DESIGN & PACKAGING

24. DESIGN & PACKAGING
With the Coca-Cola Design+ Award, Coca-Cola Germany offered young creatives a platform in order to search for new concept ideas for the reusable bottle crate of the future

25. COMMUNICATION
MARKETING CHALLENGES
NEED TO TRANSFORM
CREATIVE COMPETITIONS
INTO

26. COMMUNICATION

27. COMMUNICATION

28. COMMUNICATION

29. COMMUNICATION
MARKETING CHALLENGES
NEED TO TRANSFORM
CREATIVE
COMPETITIONS
INTO

30. COMMUNICATION
FITNESS TO BRIEF
BRAND APPROPRIATENESS
ORIGINALITY
EXECUTION
NARRATIVE POWER
RELEVANCE
MODERATE & CURATE IDEAS
COMMUNITY MANAGERS
FOR

31. COMMUNICATION
https://clients.eyeka.net/projects/7121-Dirt-is- Good/submissions/670916
(login needed)
http://www.youtube.com/watch?v=wQ4xVLoA7Mk

32. – JAMES SUROWIECKI, AUTHOR ‘THE WISDOM OF CROWDS’
“
”
WITH MOST THINGS, THE AVERAGE IS MEDOCRITY.
WITH DECISION-MAKING, IT’S OFTEN EXCELLENCE. IT’S AS IF WE’VE BEEN PROGRAMMED TO BE COLLECTIVELY SMART.

33. ANALYSIS OF CROWD CONTRIBUTIONS
INTERNAL
EVALUATION
eYeka delivers fresh ideas, fast to give your brand a competitive edge
IDEA GENERATION
IDEAS ANALYSIS
eYeka will analyze creators’ ideas to articulate them into an accessible report
Professional
Services
CONSUMER EVALUATION
AGENCY
BRIEFING
eYeka will facilitate your next steps, from testing ideas to running workshops to brief your agency

34. INSIGHTS
GEMS
ANALYSIS OF CROWD CONTRIBUTIONS
MOST IDEAS ARE RAW. COLLECTIVE ANALYSIS TELLS THE STORY. THEY PROVIDE INSIGHTS & VALIDATION.
SOME IDEAS ARE FULLY ARTICULATED.
THEY PROVIDE INNOVATION & QUALITY CREATIVE EXECUTION.
COLLECTIVE INTELLIGENCE
&
CROWDS DELIVER
GEMS

35. ANALYSIS & SELECTION
PROCESS
CONCEPT BOARDS
READY FOR NIELSEN BASESTM TESTING.
BROAD ANALYSIS
THEMATIC CLUSTERING & RECOMMENDATION.
DEEP ANALYSIS
INSIGHTS / TRENDS IN CONTEXT
& RECOMMENDATION.
ANALYSIS OF CROWD CONTRIBUTIONS

36. WHAT IS?
GOOD
BAD
Today it’s easy & relatively cheap to crowdsource
Brings in fresh ideas & perspectives
There are many ways to handle & secure IP challenges
It’s fast & global
The “not-invented-here” syndrome
Never really knowing what will come up from the crowd
Limitations of the brief (crowds can’t solve everything for you)
Probably not representative

37. « This is the future because we live in a reality of more transparency and connectivity than ever before.
What we’re doing in Germany is indicative of the future, it is part of how we will operate going forward »
David Butler, VP Innovation & Entrepreneurship, Coca-Cola
(vidéo 01:30-02:50)
THE FUTURE:
BY CREATIVES & COMPANIES
ADOPTION

38. -“By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourced solutions”
- “Consumer goods companies that employ crowdsourced solutions in marketing campaigns or new product development will enjoy a 1% revenue boost over non-crowdsourced competitors by 2015” Gartner Inc. - Octobre 2013
THE FUTURE:
INTO THE INNOVATION PROCESS
INTEGRATION

39. •« Today, technology makes crowdsourcing possible on an industrial scale, with potentially disruptive impacts on both cost and innovation »
Deloitte – February 2014
THE FUTURE:
INTO THE INNOVATION PROCESS
INTEGRATION

40. THE FUTURE:
OF CROWDSOURCING
FINDING THE APPLICATIONS

41. THE FUTURE:
OF CROWDSOURCING
FINDING THE APPLICATIONS

42. YANNIG ROTH
PhD Candidate (Université Paris 1 Panthéon Sorbonne)
Research Fellow (eYeka)
www.yannigroth.com
VIELEN DANK
für Ihre Aufmerksahmkeit

43. YANNIG ROTH PhD Candidate (Université Paris 1 Panthéon Sorbonne) Research Fellow (eYeka) www.yannigroth.com
•Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press
•Dawson, R. (2012). Getting Results From Crowds: The definitive guide to using crowdsourcing to grow your business (2nd ed.)
•Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business
•Lebraty, J.-F., & Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd and John Wiley & Sons Inc.
•Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles of crowdsourcing platforms. In R. J. DeFillippi & P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd.
•Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard Business Review, (June 2013).
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