Pascal Beucler, chief strategy officer, MSLGROUP, was recently invited to speak at Parson's school of design. He chose the hot topic of crowd-sourcing and how brands such as Coca Cola and Nissan are using it to design logos and products.
Social media monitoring can help you get a handle on what people are saying about your brand and issues before you jump in and once you're swimming around. This is important for all industries, not just finance.
Andrew gave this presentation to the 'Social Media in Building Societies' conference at the Wellcome Collection.
Co-Creation & Co-Creativity - innovating together with end-users on-line and ...Liliane Kuiper-Hoyng
TNO has a lot of experience with off-line co-creation. On-line co-creation seems to offer benefits for the cocreation process, especially if it is integrated in the companies overall product development process. Current on-line tools also have some drawbacks, but these are quickly being improved in th new generation on-line co-creations platforms.
Social media monitoring can help you get a handle on what people are saying about your brand and issues before you jump in and once you're swimming around. This is important for all industries, not just finance.
Andrew gave this presentation to the 'Social Media in Building Societies' conference at the Wellcome Collection.
Co-Creation & Co-Creativity - innovating together with end-users on-line and ...Liliane Kuiper-Hoyng
TNO has a lot of experience with off-line co-creation. On-line co-creation seems to offer benefits for the cocreation process, especially if it is integrated in the companies overall product development process. Current on-line tools also have some drawbacks, but these are quickly being improved in th new generation on-line co-creations platforms.
Crowdsourcing is a process that involves outsourcing tasks to a distributed group of people. This process can occur both online and offline, and the difference between crowdsourcing and ordinary outsourcing is that a task or problem is outsourced to an undefined public rather than a specific body, such as paid employees. Crowdsourcing is distributed problem solving. Your most complex business problems are broken down into microtasks and completed efficiently by an on-demand, scalable workforce. Coining the term of "crowdsourcing", Jeff Howe has also indicated some common categories of crowdsourcing that can be used effectively in the commercial world. Some of these web-based crowdsourcing efforts include crowdvoting, wisdom of the crowd, crowdfunding, microwork, and inducement prize contests. Crowd is an umbrella term for people who contribute to crowdsourcing efforts.
Crowdsourcing can be looked at as an application of the wisdom of crowds concept, in which the knowledge and talents of a group of people is leveraged to create content and solve problems.
Crowdsourcing markets are not a first-in-first-out queue. Tasks that are not completed quickly may be forgotten, buried by filters and search procedures so that workers do not see them
Some popular uses of implicit crowdsourcing are Captcha codes and ESP Game. Crowdsourcing has the potential to be a problem-solving mechanism for government and nonprofit use.
Online Co-Creation to Accelerate Marketing & Innovationeÿeka
Online Co-creation to Accelerate Marketing and Innovation, a whitepaper written by eYeka with renown experts in the field of marketing and innovation.
Download this document (as well as other whitepapers and case studies) for free at http://en.eyeka.net/our-works
Co-creating the User Experience - Kshitiz Anand STC India UX SIG
Talk by Kshitiz Anand, Kuliza Technologies, at the STC India UX Conference on Saturday, August 27, 2011, conducted at WE School, Bangalore.
https://sites.google.com/site/stcindiaux/speakers#Kshitiz
Enterprise 2.0 - Efficient Collaboration and Knowledge ExchangeAcando Consulting
How to enable dispersed teams to coordinate their actions to achieve their goals and how to enable an organization to harness its collective intelligence - with the use of social software and principles of social media.
This presentation was given at the 2012 Online Research Methods Conference in London, UK. The content focuses on an overview of crowdsourcing as a possible research methodology when appropriate.
Updated workshop presentation as presented in Ottawa, ON on April 19th. This presentation is a guide to crowdsourcing and citizen engagement for organizations from a variety of types. Also presented was the Ideavibes Crowd Engagement Platform.
The Ticking Time Bomb - How Can Brands Stay Ahead of Their ConsumersPulsar Platform
Many of today’s brands and companies are struggling to keep up with their consumers. And one of the main reasons for this is because of fast changing technology and what this allows consumers to do in terms of their interactions with each other, the brands, products, services they consume and the speed with which they are able to do so.
The big question we are constantly asking ourselves at Face is what does this mean for the research industry and what do we have to do to help our clients get and stay ahead of their consumers.
The answer to this question in its broadest sense is “Plus ca change c’est plus la meme chose” – or “the more things change the more they stay the same”.
This presentation was from the webinar "Crowdsourcing for Product Managers" held on May 31/11. It looks at crowdsourcing as an option for product managers to help build better products, stay in tune with the market, and create stickiness with prospects and customers.
Slides (with notes) from Keynote address delivered July 20, 2018 to the 2018-19 National Digital Stewardship Art Cohort at the Philadelphia Museum of Art. Framing digital transformation and positive disruption through the lens of digital stewardship, systems thinking and The Innovator's Dilemma.
2014 reality check: digital is no longer novel or experimental. It's everywhere! And it is slowly being integrated across different industries, and for different purposes. In this presentation I lay out trends in how brands are creating seamless digital experiences to enhance users' lives.
The last presentation that I created during my time at w.illi.am/.
This week, we distill insights around LEGO CUUSOO - a global crowdsourcing platform that invites adults to submit and vote for new product designs.
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.
For more, see: http://peopleslab.mslgroup.com
Ideavibes and Urban Resilience - Crowdsourcing for Citizen Engagement and Ope...Ideavibes | Paul Dombowsky
Ideavibes and Urban Resilience ran a workshop in Calgary to participants from the City, Public Institutions, environmental groups, etc. with a focus on helping them utilize crowdsourcing in their citizen engagement and open innovation initiatives.
Crowdsourcing is a process that involves outsourcing tasks to a distributed group of people. This process can occur both online and offline, and the difference between crowdsourcing and ordinary outsourcing is that a task or problem is outsourced to an undefined public rather than a specific body, such as paid employees. Crowdsourcing is distributed problem solving. Your most complex business problems are broken down into microtasks and completed efficiently by an on-demand, scalable workforce. Coining the term of "crowdsourcing", Jeff Howe has also indicated some common categories of crowdsourcing that can be used effectively in the commercial world. Some of these web-based crowdsourcing efforts include crowdvoting, wisdom of the crowd, crowdfunding, microwork, and inducement prize contests. Crowd is an umbrella term for people who contribute to crowdsourcing efforts.
Crowdsourcing can be looked at as an application of the wisdom of crowds concept, in which the knowledge and talents of a group of people is leveraged to create content and solve problems.
Crowdsourcing markets are not a first-in-first-out queue. Tasks that are not completed quickly may be forgotten, buried by filters and search procedures so that workers do not see them
Some popular uses of implicit crowdsourcing are Captcha codes and ESP Game. Crowdsourcing has the potential to be a problem-solving mechanism for government and nonprofit use.
Online Co-Creation to Accelerate Marketing & Innovationeÿeka
Online Co-creation to Accelerate Marketing and Innovation, a whitepaper written by eYeka with renown experts in the field of marketing and innovation.
Download this document (as well as other whitepapers and case studies) for free at http://en.eyeka.net/our-works
Co-creating the User Experience - Kshitiz Anand STC India UX SIG
Talk by Kshitiz Anand, Kuliza Technologies, at the STC India UX Conference on Saturday, August 27, 2011, conducted at WE School, Bangalore.
https://sites.google.com/site/stcindiaux/speakers#Kshitiz
Enterprise 2.0 - Efficient Collaboration and Knowledge ExchangeAcando Consulting
How to enable dispersed teams to coordinate their actions to achieve their goals and how to enable an organization to harness its collective intelligence - with the use of social software and principles of social media.
This presentation was given at the 2012 Online Research Methods Conference in London, UK. The content focuses on an overview of crowdsourcing as a possible research methodology when appropriate.
Updated workshop presentation as presented in Ottawa, ON on April 19th. This presentation is a guide to crowdsourcing and citizen engagement for organizations from a variety of types. Also presented was the Ideavibes Crowd Engagement Platform.
The Ticking Time Bomb - How Can Brands Stay Ahead of Their ConsumersPulsar Platform
Many of today’s brands and companies are struggling to keep up with their consumers. And one of the main reasons for this is because of fast changing technology and what this allows consumers to do in terms of their interactions with each other, the brands, products, services they consume and the speed with which they are able to do so.
The big question we are constantly asking ourselves at Face is what does this mean for the research industry and what do we have to do to help our clients get and stay ahead of their consumers.
The answer to this question in its broadest sense is “Plus ca change c’est plus la meme chose” – or “the more things change the more they stay the same”.
This presentation was from the webinar "Crowdsourcing for Product Managers" held on May 31/11. It looks at crowdsourcing as an option for product managers to help build better products, stay in tune with the market, and create stickiness with prospects and customers.
Slides (with notes) from Keynote address delivered July 20, 2018 to the 2018-19 National Digital Stewardship Art Cohort at the Philadelphia Museum of Art. Framing digital transformation and positive disruption through the lens of digital stewardship, systems thinking and The Innovator's Dilemma.
2014 reality check: digital is no longer novel or experimental. It's everywhere! And it is slowly being integrated across different industries, and for different purposes. In this presentation I lay out trends in how brands are creating seamless digital experiences to enhance users' lives.
The last presentation that I created during my time at w.illi.am/.
This week, we distill insights around LEGO CUUSOO - a global crowdsourcing platform that invites adults to submit and vote for new product designs.
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.
For more, see: http://peopleslab.mslgroup.com
Ideavibes and Urban Resilience - Crowdsourcing for Citizen Engagement and Ope...Ideavibes | Paul Dombowsky
Ideavibes and Urban Resilience ran a workshop in Calgary to participants from the City, Public Institutions, environmental groups, etc. with a focus on helping them utilize crowdsourcing in their citizen engagement and open innovation initiatives.
How the web changes the organisation of business and the business of organisa...david cushman
Final version of the slides I presented in a keynote for Webciety at CeBIT in Hannover, Germany on March 8, 2012.
You can see the video of me presenting it here: http://webciety.c.nmdn.net/playlist/list.php#entryId=0_yxkxvl4w or go to my blog FasterFuture.blogspot.com and search for CeBIT
Burson-Marsteller Australia presentation for New Media Conference 2010, which was held in March in Sydney. Deck includes crowdsourcing case studies and guidance on strategic approach.
50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network.
We have compiled the best insights of 2012 from the network and the blog in the iPad-friendly People’s Insights Quarterly Magazine - Issue 2.
How did we sell DT, how did the workshops with clients and users, which methods work and which ones do not.
Examples of real projects: both successful and not very)
- What is DT and why everyone is talking about it
- Key DT elements
- How DT works in outsourcing
- How the theory differs in practice
- How to sell DT
- How a project with DT fails
We are social creatures and we crave social interaction. This presentation from SPSNYC is about how we build social solutions to our business problems...today.
On 17 February 2015, Doing Something Good facilitated a half day Insights and Innovation Lab in partnership with Vicsport and VicHealth to explore the changing business of community sport, and how clubs, associations and other service providers might respond effectively to emerging trends and the needs of Victorians to engage them in sport.
Being Digital: 5 key tactics towards modernizing your organization and ideas
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With so many rapid-fire changes in the digital landscape, how are agencies and marketers adapting their strategies and creativity to engage and connect with people?
Join Aki Spicer, Director of Digital Strategy at Fallon, as he shares insights on driving creativity in the age of digital and social media. Learn how his team is broadening its bench strength and skill sets; embracing the user over the viewer mindset; evolving measurement and ROI; building a process for experimentation; and planning for social content strategy. As a marketer, discover new ways to encourage investment in small experiments that can lead to bigger results.
The power of crowd cannot be underestimated. It can be channelized to ideate, conceptualize and create solutions in a collaborative and participative manner.
Especially useful to individuals and small organizations to harness and leverage the skill sets and ideas in a collective manner
Similar to Design & Crowdsourcing - by Pascal Beucler (20)
Is Technology Removing the ‘Care’ from Healthcare?MSL
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New solutions are critical to embrace the benefits of improved digital technology in personalised care, while ensuring that patients are not marginalised in the process.
An enquiry led by US cardiologist, geneticist and digital medicine expert, Dr Eric Topol, explores how to support the deployment of digital healthcare technologies throughout the NHS.
MSL partnered with research firm Toluna to survey 1,846 marketing and communications leaders from Brazil, China, France, Germany, India, Italy, Poland, United Kingdom and the United States.
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A look inside the endless debate between traditional and digital media.
For more information write to Joshua Gardner, Vice President & North American Lead, Global Energy Practice, MSL | joshua.gardner@mslgroup.com
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To say this is just the beginning would be cliché, but what SCOTUS has wrought with its decision will have lasting consequences that go far beyond sports betting.
Our current consumption patterns are stretched to breaking point. Few would argue the need to fix our systems. It’s how to manage an economically viable and just transition that is making heads ache.
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The food market will experience rapid evolution in 2018, according to sector experts at MSL. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies.
These insights emerge from the MSL’s annual analysis of top food trends compiled by its highly specialized food marketing and PR team, appearing as a shareable infographic. In recent years the agency’s forecast has been viewed more than 100,000 times. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.
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social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
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Connect with our insights experts or share your feedback with us on Twitter @2020MSL and @msl_group.
To supplement Qorvis MSLGROUP's Guide to the Trump Administration, we have created a set of appendencies highlighting expected cabinet and staff appointments as of 12/1/2016.
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Public affairs and policy experts from Qorvis MSLGROUP have compiled an extensive election coverage and analysis of how the new U.S. President and Congress will move forward after one of the most bitter campaigns in American history.
For more updates, follow @qorvis or reach out to us on Twitter @msl_group.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
Qorvis MSLGROUP has created a comprehensive guide to the Trump Administration. This document provides a first look at the people and players behind the most unlikely presidential campaign in American history.
For each person mentioned here, we have included a bio, a photo, and representative institutions and organizations affiliated with that person, so that the reader may better understand the relationships that influence the people who in turn are influencing President Trump.
For real-time updates, follow @Qorvis or reach out to us on Twitter @msl_group.
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
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Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
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Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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Digital Transformation and IT Strategy Toolkit and Templates
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
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
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
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
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…
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?