1. Crowdsourcing, Co-Creation & Social Media
New avenues for companies to reach their clients
Carina Thürridl
29.10.2011
31.10.2011 1 © 2011 HYVE Innovation Community GmbH

2. Who or what is HYVE?
31.10.2011 2 © 2011 HYVE Innovation Community GmbH

3. HYVE – the innovation company
Wisdom of the
Shared Value Crowd User Innovation
Social Networks
Swarm Intelligence
Open Source
Innovation Community
User Innovation Outside-In
Web-based Software Design,
Open
Crowdsourcing Community Solutions &
Web 2.0
Social Media Innovation
Idea Contests eParticipation
User-generated Content
Distributed
Co-Creation Innovation
Innovation Design Innovation Research
Netnography
Industrial Design Co-Creation
& & Lead Users
Creative Economy Creative Consultancy Marketing Research
Studies
Collaborative Innovation Social Media
Mass Customization
31.10.2011 3 © 2011 HYVE Innovation Community GmbH

4. HYVE Key Facts & Figures
Facts & Figures
Established: 2000
Head Office: Schellingstraße 45, 80799 München, Deutschland
# of Employees: 63 (Backgrounds: Market Research, Social Media, Innovation Management,
Consultancy, Business Administration, IT & Design)
Customers: More than 80 references, 40%+ DAX-listed
Core Competences:
Open Innovation / Customized Innovation
Online Communities
Online Market Research
Design Theory & Strategy
Industrial, Graphic & Interaction Design
Online IT Solutions & Software Design
Board
Dr. Michael Bartl (CEO Innovation Research)
Dr. Johann Füller (CEO Innovation Community)
Michael Schmidt (CEO Innovation Design)
31.10.2011 4 © 2011 HYVE Innovation Community GmbH

5. Innovation and Co-Creation Methods by HYVE
Tools along the innovation process
Netnography
Insights
Crowdsourcing
Platforms
InsightBoard Online Testing &
Concept Model
Promotion
Lead User Social Media
Method
Co-Creation
Study
Consumer Insights Ideas & Designs Concepts & Prototypes Product Solutions Commercialization
Constant integration of consumers into the innovation process
31.10.2011 5 © 2011 HYVE Innovation Community GmbH

6. The relevance of Crowdsourcing &
Social Media
31.10.2011 6 © 2011 HYVE Innovation Community GmbH

7. If you are not online, you don‘t exist!
©2011 HYVE Innovation Community GmbH
31.10.2011 7 © 2011 HYVE Innovation Community GmbH

8. A new type of active consumers have evolved from Social Media…
network discuss
protest
articulate
their needs
get involved
generate
& support
knowledge
each other
rate
Discussion Boards
products
collect Wikis
donations Consumer platforms
design
products
create
celebrities
analyze
market products
products recommend
31.10.2011 products
8 © 2011 HYVE Innovation Community GmbH

9. Wikipedia comprises >18 million articles in 250 languages
Studies have shown that Wikipedia is even more precise than„Encyclopedia Britannica“
31.10.2011 9 © 2011 HYVE Innovation Community GmbH

10. Consumers are active, you just have tap this potenital…
200 billion
100 million
# of hours American adults spend in front of the TV every
hours have been required, to write Wikipedia so far
year
100 Mio.
31.10.2011 10 © 2011 HYVE Innovation Community GmbH

11. Social Media in #s
750 million
70%
200 million 3 billion
# of Facebook users # of Twitter users 37% # of watched videos per day
52%
130 of all Facebook users
use external
77%
66%
of all Twitter
users check their
tweets more
100 million
# of users who share,
like and comment
8
average # of applications of videos per week
than once daily
years
friends facebook every
month
of Facebook
users log in of all of video content are
456 150
Twitter uploaded daily
80
at least once of the top 100 users are
a day companies do following
have a Twitter brands to
# of pages, groups and events the account receive
average user is connected to discounts
# of tweets per of YouTube videos are 70%
second the day watched daily on
Michael Jackson Facebook
4 billion
died
of all video views
are generated
>200
outside the USA
of all videos have been
million commented, rated or
©2011 HYVE AG 11 50% shared by the
# of shared user-generated content a day community
# of tweets per day
Source: mashable.com, facebook.com, twitter.com, youtube.com

12. Companies can reach not only one but a whole network of consumers due to the
transparent „sharing“-behavior in social networks!
©2011 HYVE AG 12

13. How does HYVE use these technologies and
their potential for its clients?
©2011 HYVE AG 13

14. Crowdsourcing
Social Design
©2011 HYVE AG 14

15. ScrapLab by HYVE
Recycling 2.0
Objectives
 Generating innovative & creative
designs made from scrap
 Nurturing consumers recycling &
sustainability consciousness
Approach
 Design contest over a period of 10
weeks
 9 different categories
 Strategy: To establish a long-term
platform
©2011 HYVE AG 15
www.scraplab-community.com

16. ScrapLab by HYVE
Platform
©2011 HYVE AG 16

17. Wisdom of the Crowd & Creativity
Social Responsibility
Social Interaction & Co-operation
Community-based Innovation
Sustainable Products
©2011 HYVE AG 17

18. 605 Designs
1.233 Members
3.594 Evaluations
1.778 Comments
853 Messages
25.116 Visitors
192.968 Page Impressions
7 min Ø duration of visit
©2011 HYVE AG 18

19. Crowdsourcing Design
©2011 HYVE AG 19

20. Henkel Adhesive Packaging Design Contest
Objectives
 Generation of ideas &
designs for adhesive
packaging
 Identifikation of trends &
innovative ideas by
integrating external
knowledge
Approach
 Idea & Design contest
 Target group: Designer
worlwide
 Evaluated by expert jury
 Submission period: 8
weeks
www.packaging-designcontest.com
©2011 HYVE AG 20

21. „Adhesive Packaging Design Contest“: The Platform
©2011 HYVE AG 21

22. User-Generated-Content: a cross selection
385 Designs
1.042 Members
7.151 Evaluations
3.446 Comments
2.938 Messages
www.packaging-designcontest.com
©2011 HYVE AG 22

23. Crowdsourcing Technology
©2011 HYVE AG 23

24. Volkswagen - App my ride
Infotainment Contest Platform
Objectives
 Generation of
applications & ideas for
car infotainment
 Identification of
technology trends
Approach
 Idea & App
development contest
 Target group:
developers as well as
tech-savvy and
interested parties
worlwide
 Submission period: 8
weeks
www.app-my-ride.com
©2011 HYVE AG 24

25. Apps
431 Ideas
96 developed Apps
1038 Members
5.776 Evaluations
www.app-my-ride.com
©2011 HYVE AG 25

26. Crowdsourcing
Product Testing & Promotion
©2011 HYVE AG 26

27. Social Media Campaign
Example: Swarovski Optik
Task:
To reach a new segment,
which is travellers and
adventurer, a Facebook
Campaign was launched to
gain brand- and product
awareness.
Within 11 weeks, more than 6.000 people of the new target
group actively participated in the “World Traveller’s Challenge”
on Facebook.
Due to the viral spread 28.000.000 contact points have been
established on the social web.
www.facebook.com/swarovskioptik.leisure
31.10.2011 27 © 2011 HYVE Innovation Community GmbH

28. Social Media Campaign
Example: Swarovski Optik
To attract the new target group a lively and playful online environment was constructed
www.facebook.com/swarovskioptik.leisure
31.10.2011 28 © 2011 HYVE Innovation Community GmbH

29. Product Testing
Example: Swarovski Optik (Binoculars)
Task:
To allow the new target group
to gain product experience, a
testing campaign was
conceptualized and installed
on facebook.
The interactive facebook application was designed to allow anyone
interested to apply as one of 20 official Swarovski Optik product
testers. Within the application phase users had to upload their
letter of application including their hobbies, leisure activities, and
the preferred area of application. Within a time period of 6 months,
the testers upload their product experience in terms of reports,
pictures and videos.
www.facebook.com/swarovskioptik.leisure
31.10.2011 29 © 2011 HYVE Innovation Community GmbH

30. Crowdsourcing
Merchandise
31.10.2011 30 © 2011 HYVE Innovation Community GmbH

31. 4711 – Design Contest for merchandise & freaky product ideas
www.your.4711.com
31.10.2011 31 © 2011 HYVE Innovation Community GmbH

32. Crowdsourcing
Architecture
31.10.2011 32 © 2011 HYVE Innovation Community GmbH

33. Despar Design Contest – Social Media meets Architecture
31.10.2011 www.designcontest.despar.it
33 © 2011 HYVE Innovation Community GmbH

34. Why Crowdsourcing? Because of DIVERSITY!
Awareness
Fresh input
New perspectives
Untapped ideas
Idea variety
©2011 HYVE AG 34

35. Why do users care about
crowdsourcing anyway?
©2011 HYVE AG 35

36. Participants‘ motives for taking part in crowdsourcing projects
Benefit motivation Hedonistic motivation
• Access to relevant and • Fun
authentic information • Fascination
• Monetary rewards • Curiousness
• Expecting future benfits • Challenge
(improved products & services.) • Self-realization
extrinsic intrinsic
Symbolic motivation Social motivation
• Recognition and
• Altruism
acknowledgement
• Identification
• Self-projection
• Community status Participants • Friendship
• Openly enjoying creativity ‘ motives • Peer-to-peer discussion
©2011 HYVE AG 36

37. HYVE‘s pre-requisites for
happy clients &
happy participants
©2011 HYVE AG 37

38. Focus on the community and its individual participants.
Make sure the community feels taken care of.
Make sure to offer the right incentives.
Only a happy community that feels included, adequately reimbursed
and taken seriously is capable of meeting companies‘ goals while
having fun being part of it.
©2011 HYVE AG 38

39. INNOVATION
COMMUNITY
©2011 HYVE AG 39

40. carina.thuerridl@hyve.de
www.hyve.de
for your attention!
31.10.2011 40 © 2011 HYVE Innovation Community GmbH