participation is the new brand™: 5 ways crowdsourcing delivers innovation

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Participation  is  the  new  brand™: 5  ways  crowdsourcing  delivers  innovation -­‐‑-­‐‑ Shelley  Kuipers,  Founder  &  CEO

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PARTICIPATION the  5th  pillar  of  marketing

Participation  is  the  new  brand.™

Participation  is  the  new  brand

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Participation  is  the  new  brand

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5  ways  crowdsourcing  delivers  innovation

Participation  is  the  new  brand

NEW  PRODUCT  IDEAS  1

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Source:  PDMA  2013

1)  New  product  ideas

For  every  7  new  product  ideas

4  enter  product  development

and  only  1  succeeds

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Scale  predictive  insights

Decrease  product  failure  rate

Maintain  and  grow  market  share

1)  New  product  ideas

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1)  New  product  ideas

In-­‐‑house  vs.    user  designed  products

3× HIGHER  

4× HIGHER  

Sales  revenues Gross  margins

BRAND  ADVOCACY  2

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Source:  Forrester  2013

of  consumers  trust  recommendations  from  

friends

of  consumers  trust  advertising

2)  Brand  advocacy

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Go  beyond  the  like

Honor  the  crowd’s  co-­‐‑ownership  of  your  brand

Guide  their  missions

2)  Brand  advocacy

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2)  Brand  advocacy

6,300 105

1,000,000  

FANS  

MARKETS  

CONTRIBUTIONS  

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We  need  to  remember  that  they  aren‘t  actually fans,  that  is  just  what  Facebook  calls  them,  they  are  

often  just  people  that  have  been  recruited by  competitions  and  they  aren‘t  really  engaged. Now  we  are  using  social  media  to  feed  into  innovation  and  research  and  development.

Source:  Unilever

2)  Brand  advocacy

CONTENT  CREATION  3

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Content  creation  is  costly

The  crowd  wants  to  create

Then  comes  commerce…

3)  Content  creation

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Super  Bowl  ad  spot

Crowdsourcing  your  advertising  content

$1M+ 1

4-6  

COST  

AD  

MONTHS  

$200K 4 6  

COST  

ADS  

WEEKS  

3)  Content  creation

Source:  Tongal

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LEGO  YouTube  content

LEGO  FANS  

Source:  LEGO

3)  Content  creation

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Content Community Commerce + + Provided  by  

consumers  &  pros Context  &  

connectivity  created  by  and  for  users

Products  tagged  &  ingested  for  seamless  

purchase

3)  Content  creation

Source:  Mary  Meeker

SOCIAL  &  ENVIRONMENTAL  SOLUTIONS  

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20.9M  

men,  women  and  children  are  exploited  and  enslaved  around  the  world  today.    

27%  are  children.

CHALLENGE  SLAVERY  

4)  Social  &  environmental  solutions

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Discussion  forum  •  Tech  contest  •  Research  competition

4)  Social  &  environmental  solutions

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Make  the  cause  accessible  •  Share  knowledge  &  experience  •  Connect  the  right  people  to  create  solutions

4)  Social  &  environmental  solutions

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4)  Social  &  environmental  solutions

The  result

EMPLOYEE  ENGAGEMENT  &  PRODUCTIVITY  

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of  employees  are  disengaged  at  work

Source:  Gallup

5)  Employee  engagement  &  productivity

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5)  Employee  engagement  &  productivity

Source:  HBR

8  problems  teams  will  encounter

→  Absence  of  team  identity  

→  Difficulty  making  decisions

→  Poor  communication

→  Inability  to  resolve  conflicts

→  Lack  of  participation

→  Lack  of  creativity

→  Groupthink

→  Ineffective  leadership

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By  2025,  Millennials  will  be  75  percent  of  the  workforce.  When  Millennials  don’t  find  purpose  in  

their  work,  many  times  they  go  outside  the  organization,  volunteering  or  even  quijing  their  jobs.  

Source:  Aaron  Hurst

5)  Employee  engagement  &  productivity

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Leveraging  social  technologies  and  platforms  including  crowdsourcing  and  

co-­‐‑creation  can:

→  Improve  productivity  of  high-­‐‑skilled  knowledge  workers  by  25%

→  Contribute  between  $900  billion  to  $1.3  trillion  per  annum  across  four  commercial  sectors:  consumer  packaged  goods,  retail  financial  services,  advanced  manufacturing  and  professional  services.  

→  Two-­‐‑thirds  of  this  potential  value  lies  in  improving  collaboration  and  communication  within  and  across  enterprises.  

Source:  McKinsey  Global  Institute,  2012

5)  Employee  engagement  &  productivity

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5)  Employee  engagement  &  productivity

Engage Create Empower and  connect  your  team

transparency  and  encourage  democracy

employees  to  enact  positive  

change

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Participation  is  the  new  brand.™