Opening Keynote:The New Innovation: Using Collaboration and

Crowdsourcing to Connect to Consumers

Claudia Batten, COO, Victors & Spoils

Beautiful New Zealand.

Everyone wants to go to New Zealand.

Why Not?

Long Ass Flight.

Are we telling the wrong story?

Why am I telling you this?

It’s not just about telling a story.

It’s about telling the right story.

To connect with your consumer.

Don’t let the shiny new tools distract you.

Use them to tell your story.

Crowdsourcing:Through an open call for contributions, crowdsourcing takes tasks that are traditionally performed by an employee or contractor and puts them in the hands of a group of people or community.

= $$$

= $0

= $$

Why?Tapping into a broader base of ideationYour customers want to be heardAmateurs provide surpriseProvides insight on how your brand is perceived

Your brand is whatever your customers say it is.

Don’t hate me.

Your brand is whatever your customers say it is.

Keep me honest.

Best Practices and ROI

Your brand is whatever your customers say it is.

Best Practice #1: Tap the Crowd

How the WD-40 brand used crowdsourcing to tell a new story.

336 ideas submitted

26 ideas investigated

10 existing ideas validated

5 ideas awarded

1 new ownable “platform”

Endless stimuli for internal global

ideation session.

"We are delighted to discover that crowdsourcing can play an important role in our innovation process. We were pleased to see our internal ideas validated and really excited to get fresh new ideas.. some of which we laddered up to opportunity spaces for potentially new business models.”

- Graham P Milner Executive Vice President

Global Innovation, WD-40 Company

Best Practice #2: Democratize Your Brand

How Starbucks invited their consumers into the conversation.

70,000 ideas in the first year.

100,000 ideas by Nov 2010

40 people reviewing ideas

100 ideas implemented to date

Best Practice #3: Be Interested

How P&G missed the conversation and left their customers feeling ignored.

Raise your hand if you want to be talked at.

I am not talking about advertising.

I am talking about collaboration.

Facebook, Twitter, Banners Ads – all become unwanted intrusions when used the wrong way.

Use digital tools to make friends.

Best Practice #4: Lead by Example

How Toyota is giving its customers more ways to feel good about the brand.

Organizations are being flattened by transparency.

Best Practice #5: Spread the Word

How great brands don’t just stop with a great digital solution.

Best Practice #6: Target Key Voices

How Virgin America found its influencers and had a little fun.

So…

Connect to tell the story

Connect to create the story

Connect through digital tools

Connect by collaborating

Connect often

Connect respectfully

Connect with relevance

Your brand is whatever your customers say it is.

The new world can be seen as a threat to what you do.

Or, a powerful force to distance yourself from your competitors.

A final word.

Crowdsourcing Can Flat Overwhelm

Client

Positives: Abundance of Ideas Buzz worthy Fast

Not So Positives: No Creative Guidance Lack of Focus No Organization Overwhelming Time Intensive

Being Afraid.

Take the plunge.