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Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht

This presentation was given at ISPO's "Open Innovation Wiesn" event in Munich, on September 22nd 2014. The presentation is in English, the talk was given in Englissh too but the title was in German, in front of German innovation and marketing managers. The title means "Crowdsourcing In The FMCG Sector - Development And Overview," elmphasizing that the presentation was not only about the sports sector, but about fast-moving consumer goods to inspire ISPO's attendees.

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Crowdsourcing In Der Konsumgüterbranche - Entwicklung Und Übersicht

  1. 1. An Introduction To Crowd-Based Innovation @YannigRoth, September 22nd 2014, Munich
  2. 2. COMPANIES HAVE DEFINED SO MUCH BEST PRACTICE THAT THEY ARE NOW MORE OR LESS IDENTICAL. – JESPER KUNDE, AUTHOR ‘UNIQUE NOW OR NEVER’ “ ”
  3. 3. CHANGING PARADIGM: THE INEXPERIENCED MAY HELP YOU TRULY CREATE BREAKTHROUGHS
  4. 4. COMPANIES HAVE STARTED LOOKING FOR CREATIVE FRESHNESS THROUGH CROWD SOURCING
  5. 5. WHAT IS? CROWD SOURCING “Tapping into the power of many“ R. Dawson
  6. 6. WHAT IS? CROWD SOURCING “Crowdsourcing is a type of participative online activity in which an individual, an institution, a non-profit 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 [which] always entails mutual benefit. The user will receive the satisfaction of a given type of need [...] while the “crowdsourcer” will obtain and utilize to their advantage that what the user has brought to the venture“ E. Estellés-Arolas & F. González Ladrón-de-Guevara
  7. 7. WHAT IS? CROWD SOURCING 1.A company posts a problem online 2.A vast number of individuals offer solutions 3.The winning ideas are rewarded 4.The company uses the output for its own gain D. Brabham
  8. 8. USED BY TOP ACROSS THE GLOBE (… AND MANY MORE) GLOBAL BRANDS
  9. 9. USED BY TOP GLOBAL BRANDS
  10. 10. USED BY TOP GLOBAL BRANDS http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/
  11. 11. USED BY TOP GLOBAL COMPANIES General Mills Reckitt Benckiser PepsiCo Unilever Danone Coca-Cola Nestlé Procter & Gamble
  12. 12. IDEAS CONTENT CROWDSOURCING WHAT?
  13. 13. PRODUCT DEVELOPMENT DESIGN & PACKAGING BRAND & POSITIONING COMMUNICATION IDEAS
  14. 14. PRODUCT DEVELOPMENT MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO
  15. 15. PRODUCT DEVELOPMENT
  16. 16. PRODUCT DEVELOPMENT
  17. 17. PRODUCT DEVELOPMENT
  18. 18. MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO DESIGN & PACKAGING
  19. 19. DESIGN & PACKAGING With the Coca-Cola Design+ Award, Coca-Cola Germany offered young creatives a platform in order to search for new concept ideas for the reusable bottle crate of the future
  20. 20. COMMUNICATION MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO
  21. 21. COMMUNICATION
  22. 22. COMMUNICATION
  23. 23. COMMUNICATION
  24. 24. COMMUNICATION MARKETING CHALLENGES NEED TO TRANSFORM CREATIVE COMPETITIONS INTO
  25. 25. COMMUNICATION FITNESS TO BRIEF BRAND APPROPRIATENESS ORIGINALITY EXECUTION NARRATIVE POWER RELEVANCE MODERATE & CURATE IDEAS COMMUNITY MANAGERS FOR
  26. 26. COMMUNICATION https://clients.eyeka.net/projects/7121-Dirt-is- Good/submissions/670916 (login needed) http://www.youtube.com/watch?v=wQ4xVLoA7Mk
  27. 27. – JAMES SUROWIECKI, AUTHOR ‘THE WISDOM OF CROWDS’ “ ” WITH MOST THINGS, THE AVERAGE IS MEDOCRITY. WITH DECISION-MAKING, IT’S OFTEN EXCELLENCE. IT’S AS IF WE’VE BEEN PROGRAMMED TO BE COLLECTIVELY SMART.
  28. 28. ANALYSIS OF CROWD CONTRIBUTIONS INTERNAL EVALUATION eYeka delivers fresh ideas, fast to give your brand a competitive edge IDEA GENERATION IDEAS ANALYSIS eYeka will analyze creators’ ideas to articulate them into an accessible report Professional Services CONSUMER EVALUATION AGENCY BRIEFING eYeka will facilitate your next steps, from testing ideas to running workshops to brief your agency
  29. 29. INSIGHTS GEMS ANALYSIS OF CROWD CONTRIBUTIONS MOST IDEAS ARE RAW. COLLECTIVE ANALYSIS TELLS THE STORY. THEY PROVIDE INSIGHTS & VALIDATION. SOME IDEAS ARE FULLY ARTICULATED. THEY PROVIDE INNOVATION & QUALITY CREATIVE EXECUTION. COLLECTIVE INTELLIGENCE & CROWDS DELIVER GEMS
  30. 30. ANALYSIS & SELECTION PROCESS CONCEPT BOARDS READY FOR NIELSEN BASESTM TESTING. BROAD ANALYSIS THEMATIC CLUSTERING & RECOMMENDATION. DEEP ANALYSIS INSIGHTS / TRENDS IN CONTEXT & RECOMMENDATION. ANALYSIS OF CROWD CONTRIBUTIONS
  31. 31. WHAT IS? GOOD BAD Today it’s easy & relatively cheap to crowdsource Brings in fresh ideas & perspectives There are many ways to handle & secure IP challenges It’s fast & global The “not-invented-here” syndrome Never really knowing what will come up from the crowd Limitations of the brief (crowds can’t solve everything for you) Probably not representative
  32. 32. « This is the future because we live in a reality of more transparency and connectivity than ever before. What we’re doing in Germany is indicative of the future, it is part of how we will operate going forward » David Butler, VP Innovation & Entrepreneurship, Coca-Cola (vidéo 01:30-02:50) THE FUTURE: BY CREATIVES & COMPANIES ADOPTION
  33. 33. -“By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourced solutions” - “Consumer goods companies that employ crowdsourced solutions in marketing campaigns or new product development will enjoy a 1% revenue boost over non-crowdsourced competitors by 2015” Gartner Inc. - Octobre 2013 THE FUTURE: INTO THE INNOVATION PROCESS INTEGRATION
  34. 34. •« Today, technology makes crowdsourcing possible on an industrial scale, with potentially disruptive impacts on both cost and innovation » Deloitte – February 2014 THE FUTURE: INTO THE INNOVATION PROCESS INTEGRATION
  35. 35. THE FUTURE: OF CROWDSOURCING FINDING THE APPLICATIONS
  36. 36. THE FUTURE: OF CROWDSOURCING FINDING THE APPLICATIONS
  37. 37. YANNIG ROTH PhD Candidate (Université Paris 1 Panthéon Sorbonne) Research Fellow (eYeka) www.yannigroth.com VIELEN DANK für Ihre Aufmerksahmkeit
  38. 38. YANNIG ROTH PhD Candidate (Université Paris 1 Panthéon Sorbonne) Research Fellow (eYeka) www.yannigroth.com •Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press •Dawson, R. (2012). Getting Results From Crowds: The definitive guide to using crowdsourcing to grow your business (2nd ed.) •Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business •Lebraty, J.-F., & Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd and John Wiley & Sons Inc. •Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The emerging roles of crowdsourcing platforms. In R. J. DeFillippi & P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd. •Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard Business Review, (June 2013). FINDING OUT MORE:

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