Crowdsourcing involves consumers in the brand-building process by expanding their experience and making it more personal. It works best when it is part of a company's culture rather than a reactive measure, and when specific rules, timeframes and purposes are defined. Successful examples include Vitamin Water, Nike, and Puma engaging communities through apps and websites. Companies should tap existing creative communities or influential bloggers and consider open innovation through initiatives like P&G's Connect + Develop. Most online adults are interested in co-creation regardless of brand.

1. Crowdsourcing: When,
How and Who?
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2. Bringing in consumers to the
“backstage”
● builds a deeper level of
involvement with the brand
● expands the customer’s
experience
● makes the customer’s
experience more personal and
emotional.
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3. IT'S A
TRAP!
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4. Avoid it by...
asking
the right Qs...

5. When?
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6. Crowdsourcing is part of a
company’s culture and not some
last minute “life vest”
DO! DON'T!

7. How? Image

8. How to keep out "party
crashers"?
With a well-defined
crowdsourcing method with a
specific purpose, time-frame, and a
clear set of rule s.

9. Do it like...
● Vitamin Water with a Facebook
App
● Nike with Nike iD online store,
community and mobile app
● Puma with Creative Factory app
and in-store use of iPads

10. Who?
image

11. Specific Groups
● Coach tapped into the blogging
community : selected influential fashion
bloggers to design limited edition bags
● P&G's Connect + Develop initiative open
to inventors, entrepreneurs, small
businesses and even competitors.
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12. Existing Online Creative
Communities
Like...
● Polyvore
● Genius Rocket
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13. 61% of US online adults are
“willing co-creators,” and over
half of them are interested in the
co-creation process regardless of
what product, service, or brand it
involves.
MAKE THE MOST OF IT!

14. Based
on Crowdsourcing:
When, How and Who?
- TNW Social Media
http://t.co/gGHT0Bz
by @amalucky
THE END ;)