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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5 ways crowdsourcing delivers innovation


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


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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


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


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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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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


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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


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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.™

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

Marketing