Accelerating Innovation and Marketing through Crowdsourcing
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Presented at Crowdsourcing Week 2013 by Francois Petavy, CEO of eYeka.
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Accelerating Innovation and Marketing through Crowdsourcing
- 1. Do it with them, not for them Accelerating innovation & marketing through crowdsourcing François Pétavy, CEO
- 2. Collaboration between Consumers & Brands is the future of marketing & innovation
- 3. Jeff Howe «Crowdsourcing is the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call» What is Crowdsourcing? Source: “Crowdsourcing”, Jeff Howe
- 4. What is Co-creation? “Co-creation is an active, creative and social process, based on collaboration between producers and users, initiated by the firm to generate value for customers.” C.K. Prahalad “Co-creation Experiences: the next practice in Value Creation”
- 5. The 1-9-90 rule 1% Creators Forrester Technographics
- 6. eYeka, the co-creation community 250,000 creative consumers in 150
- 7. What are their motivations?
- 9. Collective intelligence in action Gems Some ideas are fully articulated. They provide innovation & quality creative execution. Insights Most ideas are raw. Collective analysis tells the story. They provide insights & validation.
- 10. Co-creating across the value chain CREATIVE CONCEPTS NEW PRODUCT DEVELOPMEN T BRANDING POSITIONING PACKAGING POS EXPERIENCE
- 11. Co-creating across the value chain
- 19. How collaboration drives top-line growth “Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products” “The eYeka community generated the same level of ideas in 3 weeks as a top innovation agency in 3 months and a top design school in 6 months.” “Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. Cost saving efficiencies of 92%.”
- 20. The ROI of co-creation COST EFFECTIVENESS ACCELERATION RELEVANCE + + “A wealth of creative, consumer-rooted ideas” “Get it right from the start” “Innovate in weeks vs. months”
- 21. Why co-creation changes the world BrandsConsumers Participate Be acknowledged Better products & experiences Listening People intimacy Sustainability
- 22. Creating a better future through co-creation
- 23. Creating a better future through co-creation
- 24. Want to learn more? Contact: François Pétavy - fpetavy@eyeka.net @fpetavy Download our White Paper: http://www.eyeka.net
Notas do Editor
- @ eYeka we believe that People are creative. Collaboration between consumers and brands is the next frontier of value creation. It is the future of marketing.
- Not all consumers are created equal. Source: Forrester Research, Social Technographics report 2010
- Beautifying Not too abstract Number the steps
- Y-axis: Volume of content X- asis: Quality/value of content
- - Shrink the product labels, enlarge the examples
- - Shrink the product labels, enlarge the examples
- Network effects More Brands, more opportunities to create Word of mouth / NPS More community members, more creativity Already used by 100+ brands
- Brands are realizing that co-creation is one of the keys to a more sustainable development
- We believe creativity can change the world and with eYeka you can apply it against such critical problems for society such as vote of youth.