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Crowdsourcing - Storytelling With The Crowd

Presentation done on Wednesday November 13th, at Sciences Po Paris, in Nathanael La Combe's class about storytelling and advertainment.

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Crowdsourcing - Storytelling With The Crowd

  1. 1. Crowdsourcing Storytelling with the crowd @YannigRoth– 13th November 2013
  2. 2. Crowdsourcing 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 (Howe, 2006; Brabham, 2008; Estellés-Arolas& González-Ladrón-de-Guevara, 2012)
  3. 3. The ContestEra - “Long before the term crowdsourcing or even the Internet existed, Pillsbury was running the Bakeoff to engage consumers in the brand, generate public awareness, and identify creative uses of their products” (Parvanta, Roth & Keller, 2013) - A variety of companies and brands ran advertising contests in the so-called Contest Era - The book and the film The Prize Winner of Defiance, Ohio features a lot of other examples: Chevrolet, Colgate, Dr Pepper, Heinz, Kleenex, Lipton, Lucky Strike, Purina…
  4. 4. 7 Facts About the ContestEra 1. Contests Were Big in the 1950′s & 1960′s 2. Advertising Contests Were Creative Contests 3. Brands Sponsored Contests to Sell More Products 4. Prizes Went From Symbolic Earnings to Spectacular 5. Advertising Contests Were Handled by Agencies 6. Consumers Participated to Express Their Creativity 7. The Contest Era Ended Because of Sweepstakes 7 Facts About Advertising Contests in the “Mad Men” Era
  5. 5. More recenthistory of crowdsourcing Crowdsourcing by World's Best Global Brands (Timeline)
  6. 6. More recenthistory of crowdsourcing Crowdsourcing by World's Best Global Brands (Timeline, data from July 2013)
  7. 7. A shift in innovation and marketing Gartner sees a massive shift toward applications of crowdsourcing in advertising, online communities, scientific problem solving, internal new product ideas, and consumercreated products: - “By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourcedsolutions” - “Consumer goods companies that employ crowdsourced solutions in marketing campaigns or new product development will enjoy a 1 percent revenue boost over noncrowdsourced competitors by 2015” Gartner Inc. - October 2013
  8. 8. http://www.youtube.com/watch?v=Srv0QFbJ0sQ
  9. 9. Crowdsourcing what? VOLVIC: “Restyle the 50cl water bottle” FMCG: “Create the best baby milk for working mums in China” FMCG: “What does this gum say about you that no other gum conveys?” KRAFT: “Tell us what is unique about MiniOreo” GILLETTE: “Men, what is the ideal shop for you?” BEVERAGE: “Create a new drinking experience for our new whisky in China” AUTOMOTIVE: “How would you move around in 20 years?” FMCG: “Invent the future of digital scents” FINANCE: “Imagine the credit card of the future” COCA-COLA: “Illustrate energizing refreshment in a 30 secs video” HYUNDAI: “Shows us how Veloster challenges conventions”
  10. 10. Crowdsourcing what? BEVERAGE: “Create a new drinking experience for our new whisky in China” FMCG: “What does this gum say about you that no other gum conveys?” GILLETTE: “Men, what is the ideal shop for you?” KRAFT: “Tell us what is unique about Mini-Oreo” VOLVIC: “Restyle the 50cl water bottle” CITROËN: “Personalize the DS3’s roof, mirror, dashboard and wheel rims” HYUNDAI: “Shows us how Veloster challenges conventions” COCA-COLA: “Illustrate energizing refreshment in a 30 second videos”
  11. 11. Ideas Content
  12. 12. IDEA noun ī-ˈ dē-ə, -ˈ dēəalso ˈī dē-ə or ˈī -(ˈ) -dē A thought, plan, or suggestion about what to do
  13. 13. http://www.eyeka.net/stories/design/#volvic
  14. 14. http://www.youtube.com/watch?v=MkEx-Z91i8I
  15. 15. http://www.youtube.com/watch?v=X0eAEUu2fVQ&
  16. 16. https://clients.eyeka.net/projects/7121-Dirt-is-Good/submissions/670916 (login needed)
  17. 17. http://www.youtube.com/watch?v=wQ4xVLoA7Mk
  18. 18. Creative brief based on client’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts Production • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles 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. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
  19. 19. Creative brief based on client’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts Production • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan Idea contests can be used to generate simple ideas, to be used by organizations for the creation of advertisements in a traditional manner Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles 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. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
  20. 20. Creative brief based on client’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction Production • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan Call for pitches can be used to identify talented individuals to work and co-create the spots with Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles 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. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
  21. 21. http://www.youtube.com/watch?v=vJYPn8cxZ-E
  22. 22. Ideas Content
  23. 23. CONTENT noun ˈ kän-ˈtent The principal substance offered by a World Wide Web site
  24. 24. Digital video took in $1.3 billion in revenue during the first six months of 2013 This represents an uptick of 24% over the first half of 2012, at $1.1 billion “Digital video delivers avid viewership and strong brand-building opportunities.” (IAB Internet Advertising Revenue Report2013)
  25. 25. How canbrandsget video content at affordable cost? Crowdsourcing 1. 2. 3. 4. Post a creative brief online A vast number of individuals offer videos The winning videos are rewarded The company uses the videos for its own gain
  26. 26. Current forms of crowdsourcing: - Various forms of video advertising projects Advent of creative crowdsourcing platforms: - Initiated by brands and their agencies - Simple contests - Managed by creative crowdsourcing firms - Initiated by brands and their agencies Early forms of crowdsourcing: - Simple contests - Managed by creative crowdsourcing firms - On private contest platforms and through inhouse production units - On private contest platforms - Initiated by brands - Managed by agencies - On ad hoc contest websites Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles 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. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
  27. 27. http://www.tiki-toki.com/timeline/entry/52997/Crowdsourcing-byWorlds-Best-Global-Brands/#vars!panel=511145!
  28. 28. http://www.youtube.com/watch?v=HyLh9jwVCGs
  29. 29. http://www.youtube.com/watch?v=vvoLFbo71uE Réalisateur: Alexandre Dinaut
  30. 30. Réalisateur: Alexandre Dinaut (photosvia Nam ThaiLai)
  31. 31. http://www.youtube.com/watch?v=fdqMgPi_vCE
  32. 32. Creative brief based on client’sneeds Approval of the planning Selection of an idea Ideation • The strategic and creative teams pitch advertising ideas based on the client’s needs Preproduction • The parties set up a production planning (budget, casting, fee etc.) Approval of a final spot by client Choice of rough cuts Production • Director orchestrates shoot, assisted by technical staff with agency creatives and producer Postproduction • Editors work on the footage to build up a “rough cut” and eventually the final version Distribution • Finished ad is shared with the agency's media department for distribution based on the media plan The most often encountered use of crowdsourcing *…+ is still the use of simple contests. *…+ This type of initiative requires participants to complete all stages needed to come up with an advertisement: ideation, preproduction, production and post-production. Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of VideoAdvertising: The emergingroles 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. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396
  33. 33. The Big C - A Short Guide To Creating, Predicting and Amplifying Social Videos (whitepaper) http://fr.slideshare.net/eYeka/the-big-ca-short-guide-to-creating
  34. 34. Who are the participants? http://vimeo.com/26099669
  35. 35. Whydo theyparticipate?
  36. 36. Culture Pub (M6, 3 Mai 2013) http://www.6play.fr/m6/#/le-1245/11289590-crowsourcing-culture-pub http://www.youtube.com/watch?v=EZ0VyweQonQ
  37. 37. Spécial Investigation (Canal+, 14 Octobre 2013) http://www.youtube.com/watch?v=b1Ecx_UinYw
  38. 38. Thank You!
  39. 39. RecommendedReadings • 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 VideoAdvertising: The emergingroles 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).

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