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Growing Global Brands through Crowdsourcing
- 1. Shelley Kuipers, Founder & CEO
Crowdsourcing Week Asia, Singapore
June 4, 2013
Growing Global Brands
through Crowdsourcing
- 2. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 2
Help your crowds authentically engage with
your brand & product innovation teams.
They’ll thank you with actionable market
insights & loyalty.
“Participation is the
new brand.” ─ Chaordix
- 3. 3© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 3
Meaning
[kay-or-dix]
New market winners will synthesize chaos and order.
– Dee Hock, VISA® credit card founder, and author of the book:
One from Many, VISA® and the Rise of the Chaordic Organization
- 4. 4© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 4
Our Experience
Canada HQ, UK, USA
Crowdsourcing since 2006 (Chaordix 2009)
Crowd Intelligence™
Enterprise-class, responsive software platform
& applications
Deep product experience & marketing bench
200,000+ participants worldwide
Recognized thought leader
- 5. 5© All rights reserved by Chaordix. Do not distribute without written Chaordix consent.
- 6. 6© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 6
Crowdsourcing Market Insight
Iterative, distillation of people & insights from the crowd
Facebook Fans Brand Loyalty Group(s)
Employee Experts & Brand
Prosumers Co-creation
e.g.
- 7. 7© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 7
Success Factors for Crowdsourced
Brand & Product Innovation
Seamless, branded experience important
It’s not just about a mob’s popular feedback &
ideas; it’s about thoughtful, actionable insight
Engaged crowds, community = better data
Mixed methods research, qual + quant data
Persistent, on-demand community for insights
Role of experts in brand & product innovation
Rich software toolset for participant activities, data
analytics, enterprise integration
- 8. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 8
“Consumer market knowledge (CMK) might
be Procter & Gamble's best "secret
weapon," because this is the organisation
that builds the company's renowned gut-
level understanding of "what consumers
think and what they want.” http://www.pg.ca/en_CA/
careers/looking_for/cmk.shtml
Case Study: CPG Innovation Fund Challenge
- 9. 9© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 9
CPG Marketing Innovation Fund at P&G
Crowdsourced R&D Challenge for the Global CMK Group
Innovation
Awards $$
- 10. © All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 10
“Technology. Entertainment. Progress.
These things people really feel are
American attributes,” Futurebrand’s
Chief Creative Officer Sven Seger later
answers. “We didn’t make this up. It’s
from people all over the world.”
Case Study: Brand & Product Innovation
http://www.fastcodesign.com/1671677/american-airlines-
rebrands-itself-and-america-along-with-it#6
- 11. 11© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 11
Transportation Industry Brand Development
Crowdsourced Brand & Product Communities
1968
2013
- 12. 12© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 12
What’s Next?
Brand & Product Innovation
Co-mingling of peer brand crowds
Prosumer talent pools
Evergreen idea-to-insight applications
Expansion of mobile research integration,
e.g. quantified self & customer journey apps
Funded incentive & sponsorship programs
Seed and scale micro-funding competitions
for internal R&D budgets
Pre-buy innovation communities expand …
- 13. 13© All rights reserved by Chaordix. Do not distribute without written Chaordix consent. 13
Your Opportunity Today:
Crowd Intelligence™
Predictive market insights
Engage hard-to-reach, influencers and taste-
makers directly in brand & product innovation
De-risked product marketing path
Reach emerging markets with scaleable,
multilingual, mobile research process
Enterprise integration with social enterprise &
back office systems
Increased customer loyalty and retention
through brand participation …