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Crowdsourcing @ Migros

New products developed by the community




SMWF London - 19. March 2013
Markus Maurer, Social Media Consultant @ Customer & Web Intelligence
What do this products have in common?




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 2
Migros – A swiss retailer


                                                               • cooperative
                                                               • 2,1 m members
                                                               • 1 m customers per day
                                                               • largest retailer in CH
                                                               • 86’300 employees
                                                               • ~600 branches
                                                               • 3 languages
                                                               • >50 affiliated
                                                                companies
                                                               • CHF 24,9 bn turnover


                      Crowdsourcing @ Migros | Markus Maurer                SMWF 2013 | Seite 3
Migros



                                BrandAsset™ Valuator Switzerland 2011




         Crowdsourcing @ Migros | Markus Maurer              SMWF 2013 | Seite 4
Migros – A swiss retailer




                      Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 5
Migros has Social Media in the DNA




                     Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 6
Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 7
Social Media @ Migros




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 8
Migipedia




            Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 9
Quelle: http://youtu.be/8Z4jt6nGVWo

Crowdsourcing @ Migros | Markus Maurer           SMWF 2013 | Seite 10
www.migipedia.ch

                                                                       13‘000 products

     15’000 ideas for
     a better Migros


                                                      130‘000 product
                                                        feedbacks



                30‘000
           registered users

                                                             80 % are between
                                                            35 and 65 years old




                              Crowdsourcing @ Migros | Markus Maurer                     SMWF 2013 | Seite 11
Migipedia




            Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 12
480 negative feedbacks
         in 10 days
   Automatic report to the
      Product Manager
  Decision: Back to the old
     quality after 20 days
After 30 days we could inform
        the community
Migros on Social Media




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 14
Why Crowdsourcing?




„The best way to have a good idea
     is to have a lot of ideas.“
                                                              Linus Paulin 1901 - 1994




                     Crowdsourcing @ Migros | Markus Maurer              SMWF 2013 | Seite 15
Wisdom of the crowd
                                          «One day in the Fall of 1906, the
                                         British scientist Francis Galton left
                                         his Home in the Town of Plymouth
                                          and headed for a country fair…»




                      Crowdsourcing @ Migros | Markus Maurer        SMWF 2013 | Seite 16
There are different ways

  • Active Crowdsourcing for new products

  • Passive Crowdsourcing

  • Identification of soft factors

  • Influence the range of products (voting)

  • Simple poll (name for a new cheese)

                      Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 17
When you listen …




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 18
Mixi Maxi




            Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 19
Our customers would like …




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 20
Our customers would like …




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 21
Building a bridge!




                     Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 22
Our customers would like …




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 23
Our customers would like …




                   +

                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 24
Case - Vanilla Coke




                      Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 25
Time goes by




               Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 26
…


    «Not possible ...»

           «No potential ...»

                            «Coca Cola is not
                            able to deliver ...»
                Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 27
Make your customer the hero!




           +                                                 =

                    Crowdsourcing @ Migros | Markus Maurer       SMWF 2013 | Seite 28
The result:




              Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 29
Crowdsourcing – The Wisdom of crowds




                   Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 30
Crowdsourcing Process

  • What‘s our goal?

  • Workshop «Define the question» (incl. community members)

  • Brainstorming with the community

  • Boil down & extract the collected ideas

  • Production

  • Tasting with the community, Product Manager, Producer

  • Poll in the community
                                                                     Production
  • Samplings for the involved community members
                            Crowdsourcing @ Migros | Markus Maurer       SMWF 2013 | Seite 31
How much time do we need for Crowdsourcing?


  Define the   Brainstorming    Boil down                Testing the      Evaluation     Planning and
  question                        ideas                  prototypes        of ideas       production

 Workshop 2h   Online 2-4 W    Workshop 4h              Workshop 4h       Online 1-2 W   Workshop 2h




                                 Crowdsourcing @ Migros | Markus Maurer                  SMWF 2013 | Seite 32
Crowdsourcing Blévita




    “Within 24 hours the community suggested 500
     new flavours. Altogether 1100 were posted.”


                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 33
Tasting




          Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 34
A new product is born




     «4323 Customers have voted! „Blévita
  Gruyere“ is the winner with 32% of the votes!»

                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 35
Crowdsourcing Examples




                  Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 36
Mojito Tooth Paste




                     Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 37
Key Benefits of Crowdsourcing

  • Outside the box thinking

  • Customer focused

  • Customer loyality

  • Lower flop-rate


  • Cost saving


  • PR-Stories
                         Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 38
Involvment of the customer




                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 39
Good to know

  • Have a clear definiton of the question

  • Have a clear goal – What do you want?

  • Have a diverse community

  • Involve the community whenever possible

  • High mobilisation

  • «Uniform will» by all people involved

  • Make a sampling when you launch the product

                          Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 40
Many new products hit the
   stores every week.


Crowdsourced products,
  have a story to tell!
         Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 41
“Do you wish people to think
        well of you?
Don't speak well of yourself.”
                                                    Blaise Pascale




           Crowdsourcing @ Migros | Markus Maurer         SMWF 2013 | Seite 42
Customers would
 like to buy goods
they actually want!
       Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 44
http://about.me/markusmaurer
Thank you!   http://twitter.com/kusito

             markus.maurer@mgb.com
Links:

Migipedia:              http://www.migipedia.ch/


Crowdsourcing:          http://en.wikipedia.org/wiki/Crowdsourcing


Francis Galton:         http://en.wikipedia.org/wiki/Francis_Galton


The Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds


Crowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdf


Crowdsourcing Platform: https://www.atizo.com

                                          Crowdsourcing @ Migros | Markus Maurer            SMWF 2013 | Seite 46

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Crowdsourcing @ Migros

  • 1. Crowdsourcing @ Migros New products developed by the community SMWF London - 19. March 2013 Markus Maurer, Social Media Consultant @ Customer & Web Intelligence
  • 2. What do this products have in common? Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 2
  • 3. Migros – A swiss retailer • cooperative • 2,1 m members • 1 m customers per day • largest retailer in CH • 86’300 employees • ~600 branches • 3 languages • >50 affiliated companies • CHF 24,9 bn turnover Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 3
  • 4. Migros BrandAsset™ Valuator Switzerland 2011 Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 4
  • 5. Migros – A swiss retailer Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 5
  • 6. Migros has Social Media in the DNA Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 6
  • 7. Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 7
  • 8. Social Media @ Migros Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 8
  • 9. Migipedia Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 9
  • 10. Quelle: http://youtu.be/8Z4jt6nGVWo Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 10
  • 11. www.migipedia.ch 13‘000 products 15’000 ideas for a better Migros 130‘000 product feedbacks 30‘000 registered users 80 % are between 35 and 65 years old Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 11
  • 12. Migipedia Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 12
  • 13. 480 negative feedbacks in 10 days Automatic report to the Product Manager Decision: Back to the old quality after 20 days After 30 days we could inform the community
  • 14. Migros on Social Media Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 14
  • 15. Why Crowdsourcing? „The best way to have a good idea is to have a lot of ideas.“ Linus Paulin 1901 - 1994 Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 15
  • 16. Wisdom of the crowd «One day in the Fall of 1906, the British scientist Francis Galton left his Home in the Town of Plymouth and headed for a country fair…» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 16
  • 17. There are different ways • Active Crowdsourcing for new products • Passive Crowdsourcing • Identification of soft factors • Influence the range of products (voting) • Simple poll (name for a new cheese) Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 17
  • 18. When you listen … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 18
  • 19. Mixi Maxi Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 19
  • 20. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 20
  • 21. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 21
  • 22. Building a bridge! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 22
  • 23. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 23
  • 24. Our customers would like … + Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 24
  • 25. Case - Vanilla Coke Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 25
  • 26. Time goes by Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 26
  • 27. «Not possible ...» «No potential ...» «Coca Cola is not able to deliver ...» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 27
  • 28. Make your customer the hero! + = Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 28
  • 29. The result: Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 29
  • 30. Crowdsourcing – The Wisdom of crowds Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 30
  • 31. Crowdsourcing Process • What‘s our goal? • Workshop «Define the question» (incl. community members) • Brainstorming with the community • Boil down & extract the collected ideas • Production • Tasting with the community, Product Manager, Producer • Poll in the community Production • Samplings for the involved community members Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 31
  • 32. How much time do we need for Crowdsourcing? Define the Brainstorming Boil down Testing the Evaluation Planning and question ideas prototypes of ideas production Workshop 2h Online 2-4 W Workshop 4h Workshop 4h Online 1-2 W Workshop 2h Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 32
  • 33. Crowdsourcing Blévita “Within 24 hours the community suggested 500 new flavours. Altogether 1100 were posted.” Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 33
  • 34. Tasting Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 34
  • 35. A new product is born «4323 Customers have voted! „Blévita Gruyere“ is the winner with 32% of the votes!» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 35
  • 36. Crowdsourcing Examples Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 36
  • 37. Mojito Tooth Paste Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 37
  • 38. Key Benefits of Crowdsourcing • Outside the box thinking • Customer focused • Customer loyality • Lower flop-rate • Cost saving • PR-Stories Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 38
  • 39. Involvment of the customer Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 39
  • 40. Good to know • Have a clear definiton of the question • Have a clear goal – What do you want? • Have a diverse community • Involve the community whenever possible • High mobilisation • «Uniform will» by all people involved • Make a sampling when you launch the product Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 40
  • 41. Many new products hit the stores every week. Crowdsourced products, have a story to tell! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 41
  • 42. “Do you wish people to think well of you? Don't speak well of yourself.” Blaise Pascale Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 42
  • 43.
  • 44. Customers would like to buy goods they actually want! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 44
  • 45. http://about.me/markusmaurer Thank you! http://twitter.com/kusito markus.maurer@mgb.com
  • 46. Links: Migipedia: http://www.migipedia.ch/ Crowdsourcing: http://en.wikipedia.org/wiki/Crowdsourcing Francis Galton: http://en.wikipedia.org/wiki/Francis_Galton The Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds Crowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdf Crowdsourcing Platform: https://www.atizo.com Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 46