imedia march brand summit: the new innovation

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iMedia March Brand Summit: The New Innovation


  • 1. Opening Keynote: The New Innovation: Using Collaboration and Crowdsourcing to Connect to Consumers Claudia Batten , COO,Victors & Spoils

2. 3. 4. BeautifulNew Zealand. 5. 6. 7. 8. Everyone wants to go to New Zealand. 9. Why Not? 10. Long Ass Flight. 11. Are we telling the wrong story? 12. 13. 14. Why am I telling you this? 15. Its not just about telling a story. 16. Its about telling the right story. 17. To connect with your consumer. 18. Dont let theshiny new tools distract you. 19. Use them totell your story. 20. 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. 21. 22. 23. = $$$ 24. 25. = $0 26. 27. = $$ 28. Why? Tapping into a broader base of ideation Your customers want to be heard Amateurs provide surprise Provides insight on how your brand is perceived 29. Your brand is whatever your customers say it is. 30. Dont hate me. 31. Your brand is whatever your customers say it is. 32. Keep me honest. 33. Best Practicesand ROI 34. Your brand is whatever your customers say it is. 35. Best Practice# 1: Tap the Crowd 36. How the WD-40 brand used crowdsourcingto tell a new story. 37. 38. 336 ideas submitted 26 ideas investigated 10 existing ideas validated 5 ideas awarded 1 new ownable platform 39. Endless stimuli for internal global ideation session. 40. "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 MilnerExecutive Vice PresidentGlobal Innovation, WD-40 Company 41. Best Practice# 2: Democratize Your Brand 42. How Starbucksinvited their consumers intothe conversation. 43. 44. 70,000 ideasin the first year. 45. 100,000 ideas by Nov 2010 40 people reviewing ideas 100 ideas implemented to date 46. Best Practice# 3: Be Interested 47. How P&G missed the conversation and left their customersfeeling ignored. 48. 49. Raise your handif you want tobe talked at. 50. I am not talking about advertising. 51. I am talkingabout collaboration. 52. Facebook, Twitter, Banners Ads all become unwanted intrusions when used the wrong way. 53. Use digital tools to make friends. 54. Best Practice# 4: Lead by Example 55. How Toyotais giving its customers more ways to feel good about the brand. 56. 57. Organizations are being flattenedby transparency. 58. Best Practice# 5: Spread the Word 59. How great brandsdont just stopwith a greatdigital solution. 60. Best Practice# 6: Target Key Voices 61. How Virgin America found its influencers and had a little fun. 62. 63. So 64. Connect to tell the story Connect to create the story Connect through digital tools Connect by collaborating 65. Connect often Connect respectfully Connect with relevance 66. 67. Your brand is whatever your customers say it is. 68. The new world can be seen as a threat to what you do. 69. Or, a powerful force to distance yourself fromyour competitors. 70. A final word. 71. 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

72. 73. 74. Being Afraid. 75. 76. Take the plunge.