Shelley Kuipers, Founder & CEO Chaordix Inc., Canada Więcej: http://millionyou.net/tfoc The Future of Crowdsourcing ∙ Przyszłość crowdsourcingu ∙ Globalna konferencja o crowdsourcingu w ramach Crowdsourcing Week organizowana przez MillionYou ∙ Warszawa ∙ 12 kwietnia 2013 ∙ Centrum Prasowe Foksal

1. April 12, 2013
Shelley Kuipers, Founder & CEO
Beyond Idea Contests:
Global brands get serious about crowdsourcing
open innovation for the enterprise

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Meaning
[kay-or-dix]
“New market winners will synthesize chaos and order.”
– Dee Hock, VISA® credit card founder, and author of the book:
‘One from Many, VISA® and the Rise of the Chaordic Organization’

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Our Experience
 Canada HQ, UK, USA
 Crowdsourcing since 2006 (Chaordix 2009)
 Crowd Intelligence™
 Enterprise-class, responsive software platform &
applications
 Deep product experience & marketing bench
 200,000+ participants worldwide
 Recognized thought leader

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coming
soon
Growing Adoption

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Beyond Idea Contests
Iterative, distillation of people & insights from the crowd
Facebook Fans Brand Loyalty Group(s)
Employee Experts & Brand
Prosumers Co-creation
e.g.

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Success Factors for Crowdsourced
Open Innovation
 It’s not just about a mob’s popular ideas; it’s about
thoughtful, actionable insight
 Engaged crowds, community = better data
 Rich software toolset for participant activities, data
analytics, enterprise integration
 Seamless, branded experience important
 Mixed methods research, qual + quant data
 Persistent, on-demand community for insights
 Role of experts important in open innovation

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“Consumer market knowledge (CMK) might
be Procter & Gamble's best "secret
weapon," because this is the organisation
that builds the company's renowned gut-
level understanding of "what consumers
think and what they want.”
http://www.pg.ca/en_CA/careers/looking_for/cmk.shtml
Case Study: CPG Innovation Fund Challenge
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CPG Innovation Fund at P&G
Crowdsourced R&D Challenge for the Global CMK Group
Innovation
Awards $$

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“Technology. Entertainment. Progress.
These things people really feel are
American attributes,” Futurebrand’s
Chief Creative Officer Sven Seger later
answers. “We didn’t make this up. It’s
from people all over the world.”
Case Study: Brand and Product Innovation
http://www.fastcodesign.com/1671677/american-airlines-
rebrands-itself-and-america-along-with-it#6
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Transportation Industry Open Innovation
Crowdsourced Brand and Product Communities
1968
2013

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What’s Next?
Crowdsourced Open Innovation
 Co-mingling of peer brand crowds
 Prosumer talent pools
 Evergreen idea-to-insight applications
 Expansion of mobile research integration,
e.g. quantified self & customer journey apps
 Funded incentive & sponsorship programs
 Seed and scale micro-funding competitions
for internal R&D budgets
 Pre-buy innovation communities expand …

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Your Opportunity Today:
Crowd Intelligence™
 Predictive market insights
 De-risked product introduction path
 Engage hard-to-reach, influencers and taste-
makers directly in innovation
 Reach emerging markets with scaleable,
multilingual, mobile research process
 Enterprise integration with PLM & back office
 Increased customer loyalty and retention
through brand participation …

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Help your crowds authentically engage with
your innovation team. They’ll thank you with
actionable insights & loyalty.
“Participation is the
new brand.” ─ Chaordix
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