The keynote discusses how companies can use collaboration and crowdsourcing to better connect with consumers and tell their brand story. Some of the benefits highlighted include tapping into more ideas, hearing from customers, and gaining insights. Best practices from companies like WD-40, Starbucks, Toyota, and Virgin America are provided that show how crowdsourcing can play an important role in innovation, democratize the brand, give customers more ways to engage, and help find influencers. The speaker urges companies not to be afraid but to use digital tools to collaborate with customers and tell the right brand story in new ways.
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.
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
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 Milner Executive Vice President Global Innovation, WD-40 Company