Sinergie sima 2020 creative crowdsourcing-exploring the relationship between brand seeker and two-sided platform-12-7
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This document discusses a research study exploring the relationship between brands and two-sided platforms in creative crowdsourcing. The study aims to adopt the brand perspective to understand the criteria for choosing a platform, factors affecting the relationship duration, and any relational issues. Interviews will be conducted with brands and platform account managers. The findings could provide conceptual guidance for both brands and platforms on managing creative crowdsourcing relationships. However, the study is limited as it does not include the role of creative agencies and results may not be generalizable.
![Introduction (1/2)
Crowdsourcing
"a type of participative online activity in which an individual, an institution, a
nonprofit 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 [...]" (EstellésArolas e González-Ladrón-de-Guevara, 2012, p. 198).
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Product and
service
innovation
Marketing
and Communication
Design](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Sinergie sima 2020 creative crowdsourcing-exploring the relationship between brand seeker and two-sided platform-12-7
- 1. Creative crowdsourcing: exploring the relationship between brand seeker and two-sided platform Sara Scala, Federica Ceccotti, Alberto Pastore Sapienza Università di Roma GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 – Pisa, Italy
- 2. Introduction (1/2) Crowdsourcing "a type of participative online activity in which an individual, an institution, a nonprofit 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 [...]" (EstellésArolas e González-Ladrón-de-Guevara, 2012, p. 198). Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy Product and service innovation Marketing and Communication Design
- 3. Introduction (2/2) Creative crowdsourcing Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy A process that is based on asking external parties for creative ideas and contributions for marketing communication (Vernuccio and Ceccotti, 2017) Two-sided platform Brand Seeker Crowd (Agafonovas and Alonderiné, 2013) (Ghezzi et al., 2018)
- 4. Brief (Brabham, 2010) Tasks «ideation problems» (Colombo et al., 2013) creatives tasks (Schenk and Guittard, 2011) Different approach (Bayus, 2013; Blohm et al., 2018) Theoretical background (1/4) Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy Brand seeker
- 5. Theoretical background (2/4) Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy Business models (Boudreau and Lakhani, 2009; Kohler, 2015; Agafonovas and Alonderiné, 2013) Process (Boudreau and Lakhani, 2013; Roth and Kimani, 2013) Operational approches (Schenk and Guittard, 2011) Two-sided platform
- 6. Theoretical background (3/4) Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy New scenario of marketing communication services Multiple communication players New relational dynamics
- 7. Theoretical background (4/4) Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy Relationship management • Interpersonal relationship (Lian and Laing, 2007) • Factors that help consolidate the relationship’s longevity (Keegan et al., 2017) Conflict and adverse behaviour • Problems of transparency and communication (Heo and Sutherland, 2015) • Lack of clear definition of roles and activities (Devinney and Dowling, 1999) • Lack of professionalism and creativity (Keegan et al., 2017) Agency-client relationship
- 8. Gap • No distinctions between different communication partners (Laurie and Mortimer, 2019; Mortimer and Laurie, 2019) • Most empirical research has adopted the agency's perspective (Tahtinen and Halinen, 2002; Keegan et al., 2017) Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy To date, the only contribution that has investigated the multiple relationships between brand and partners in the creative crowdsourcing process is that of Vernuccio and Ceccotti (2017).
- 9. Objectives Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy Adopting the brand seeker perspective 1 2 The criteria for choosing the platform 4 The factors that affect the relationship's time horizon Any relational issues The company interlocutors involved in the creative crowdsourcing process 3
- 10. Methodology • Qualitative and inductive exploratory approach (Amstrong, 1979) • In-depth personal interviews (Creswell, 1998) • Theoretical saturation criteria (Cardano, 2003; Glaser e Strauss, 1976) • Thematic content analysis (Langdrige, 2004) Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy Brand seeker Criteria: Size and sector of activity Type of project (open/closed) Relational intensity Set of respondents: marketing and communication experts Two-sided platform Criterion: Platforms operating internationally Set of respondents: account managers
- 11. Expected findings Company interlocutors • Relationship between level of experience and competence and relevance of the project Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy The criteria for choosing the platform • Variety of functionalities • Reputation and image of the platform • Budget criteria Time horizon • More collaborative and less formal approach by platforms Relational issues • Transparency
- 12. Research limits Research is still in progress Study does not consider the role of the creative or media agency in activating the process Future results can not be generalised Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy
- 13. Conclusions (1/2) Academic implications This research project: • aims to contribute to the literature on creative crowdsourcing and to the wider research on agency-client relationship • adopt the relational perspective • deepens the brand’s point of view to explore the dyadic relationship with the platform. Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy
- 14. Conclusions (2/2) Managerial implications Useful conceptual reference for both actors involved in the creative crowdsourcing process a) useful support both for brands b) valuable insights for two-sided platforms Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy
- 15. Creative crowdsourcing: exploring the relationship between brand seeker and two-sided platform Thank you for your attention! Sara Scala - sara.scala@uniroma1.it Federica Ceccotti – federica.ceccotti@uniroma1.it Alberto Pastore – alberto.pastore@uniroma1.it Sinergie-SIMA 2020 Management Conference GRAND CHALLENGES: Companies and Universities working for a better society 7-8 September 2020 Pisa, Italy
Editor's Notes
- Good morning, I am Sara Scala and today I’ll introduce you to the working paper “Creative crowdsourcing: exploring the relationship between brand seeker and two-sided platform” carried out by Sara Scala, Federica Ceccotti and Alberto Pastore. 15’’
- Crowdsourcing can be defined as "a type of participative online activity in which an individual, an institution, a nonprofit 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" According to a recent survey by eYeka, this is a rapidly growing phenomenon. Fast-moving consumer good brands have recorded the most significant increase in activity: + 40% compared to 2015. The main applications concern product and service innovation, marketing and communication and design . 45’’
- The research outlined in this project focuses on the market of marketing communication services and on creative crowdsourcing, an activity through which a client company, defined brand seeker, addresses a two-sided platform to request ideas and creative contributions from the crowd. It should be clarified that the process is not automated. Usually, the two-sided platform also plays a consultative role and for this reason it could be assimilated to a creative agency. 30’’
- Moving on to the theoretical background let's start with the brand seeker perspective. The academic literature highlights the brand seeker's decisive role in drawing up an accurate brief and in outlining the tasks to submit to the crowd. Among these, "ideation problems" and creative tasks are the main field of application of creative crowdsourcing. The literature has also outlined how brand seekers can engage creatives. The company may decide to develops a proprietary platform or to use an indirect approach, more widespread and relevant for this paper's objectives, requiring platform support to accomplish innovative projects. 50’’
- Several studies have adopted the intermediaries' perspective defining the platforms' main business models, the ways the process unfolds and the main operational approaches. Therefore, the platform is establishing itself as a new interlocutor for brands interested in innovative marketing communication services. 25’’
- So, the platforms are part of a new scenario of marketing communication services characterized by the presence of multiple communication players. Creative crowdsourcing practices trigger new relational dynamics among actors because brand seekers can access new sources of creative ideas without the support of traditional or digital advertising agencies. 30’’
- When delving into the topic of agency-client relationship most academic articles have adopted the advertising agency's perspective to deepen the evolutionary phases of the relationship and possible relational issues. Some studies have highlighted the importance of establishing interpersonal relationships between the interlocutors involved as they are essential both in the selection process of the agency and for the relationship development. Other researchers have stressed how the presence of some factors such as trust, attention and openness towards the client company, helps consolidate the relationship. Studies that have deepened the relational issues focused on the main factors that cause disagreements, such as problems of transparency, absence of clear communication between agency and client, the lack of a definition of roles and low creativity. 1’10’’
- As stated by Laurie and Mortimer previous research has focused more closely on the relationship dynamics between client and agency without making distinctions between different communication partners. Furthermore, most empirical research has adopted the agency's perspective, while there appears to be little exploring the client company's point of view. To date, the only study that takes the communication network perspective to deepen the relationships between the different actors involved in the creative crowdsourcing process and to investigate their objectives and roles is that of Vernuccio and Ceccotti. 50’
- In line with this research, this working paper intends to adopt the brand seeker’s perspective to deepen the dyadic relationship between brand seeker and platform. Considering the case where the brand seeker is the initiator of the process and directly addresses the platform, this study aims to investigate: the company interlocutors involved in the creative crowdsourcing process the criteria for choosing the platform the factors that affect the relationship's time horizon and (4) the presence of any relational issues. 40’
- The nature of the cognitive objectives and the limited number of contributions on the specific topic requires the adoption of a qualitative inductive exploratory approach. The field will be built on in-depth personal interviews with professionals from platforms and brand seekers. On the platform front, the intention is to consider the main platforms operating on an international scale (e.g. 99Design, eYeka, Zooppa). The interview subjects will consist of account managers, those responsible for contacts with the brand seeker and in charge of managing creative projects. On the brand seeker side, the organizations involved will be selected using the following criteria: Variety of brand seeker size and sector of activity Type of project, distinguishing open from closed ones The relational intensity and therefore the number of collaborations. The set of respondents will include marketing and communication experts (for example Marketing Director, Head of Advertising) A minimum number of thirty interviews is foreseen, but for the identification of the precise size of the survey set, the criterion of theoretical saturation will be used. Finally, the information will be treated using thematic content analysis. 1’40’’
- Moving on expected findings and regarding the company interlocutors responsible for the dialogue with the platform the research wants to understand if, for example, the level of competence and experience varies according to the relevance of the project. Concerning the selection criteria of the platform, the research could highlight the importance of the variety of functionalities and services offered or the reputation and image of the platform rather than budget criteria. Regarding the time horizon of the relationship, the results could show that a more collaborative and less formal approach by platforms stimulates brand seeker to entrust them with many projects, or conversely makes the relationship more flexible but less stable. Finally, might emerge possible relational issues related to problems of transparency or that, conversely, transparency is a distinctive element of the platform’s value proposition. 1’10’
- In deepening the relational dynamics between brand seeker and platform, this research does not consider the case in which the platform is activated by the brand seeker’s partner agency. Also, the paper's exploratory nature does not allow the results to be generalised. However, its insights could provide new inspiration for future lines of research on creative crowdsourcing from a relational perspective. 30’’
- In terms of academic implications this research project aims to contribute to the literature on creative crowdsourcing and to the wider research on the agency-client relationship in the new scenario of marketing communication services. The innovativeness of the project is related to the adoption of the relational reading key and the brand seeker's point of view, originals in the creative crowdsourcing field of research. 30’’
- Concluding, the research's results could represent a useful conceptual reference for both actors involved in the creative crowdsourcing process offering support both for brands that have already experienced this process and for those that are reluctant to adopt a still-evolving approach. This study could offer valuable insights for two-sided platforms which could build the foundations of a stable and continuous relationship. 35’’
- Thank you for your attention!