participation is the new brand™: 5 ways crowdsourcing delivers innovation
DESCRIPTION
Participation is the new Brand™ 5 ways crowdsourcing delivers innovation 1) new product ideas 2) brand advocacy 3) content creation 4) social & environmental solutions 5) employee engagement & productivityTRANSCRIPT
0
Participation is the new brand™: 5 ways crowdsourcing delivers innovation -‐‑-‐‑ Shelley Kuipers, Founder & CEO
1
PARTICIPATION the 5th pillar of marketing
Participation is the new brand.™
Participation is the new brand
2
Participation is the new brand
3
5 ways crowdsourcing delivers innovation
Participation is the new brand
NEW PRODUCT IDEAS 1
5
Source: PDMA 2013
1) New product ideas
For every 7 new product ideas
4 enter product development
and only 1 succeeds
6
Scale predictive insights
Decrease product failure rate
Maintain and grow market share
1) New product ideas
7
1) New product ideas
In-‐‑house vs. user designed products
3× HIGHER
4× HIGHER
Sales revenues Gross margins
BRAND ADVOCACY 2
9
Source: Forrester 2013
of consumers trust recommendations from
friends
of consumers trust advertising
2) Brand advocacy
10
Go beyond the like
Honor the crowd’s co-‐‑ownership of your brand
Guide their missions
2) Brand advocacy
11
2) Brand advocacy
6,300 105
1,000,000
FANS
MARKETS
CONTRIBUTIONS
12
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
14
Content creation is costly
The crowd wants to create
Then comes commerce…
3) Content creation
15
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
16
LEGO YouTube content
LEGO FANS
Source: LEGO
3) Content creation
17
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
4
19
20.9M
men, women and children are exploited and enslaved around the world today.
27% are children.
CHALLENGE SLAVERY
4) Social & environmental solutions
20
Discussion forum • Tech contest • Research competition
4) Social & environmental solutions
21
Make the cause accessible • Share knowledge & experience • Connect the right people to create solutions
4) Social & environmental solutions
22
4) Social & environmental solutions
The result
EMPLOYEE ENGAGEMENT & PRODUCTIVITY
5
24
of employees are disengaged at work
Source: Gallup
5) Employee engagement & productivity
25
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
26
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
27
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
28
5) Employee engagement & productivity
Engage Create Empower and connect your team
transparency and encourage democracy
employees to enact positive
change
29
Participation is the new brand.™