Presentation given at the Innovation Conference "The Burning Platform" 201 * What is crowdsourcing & how is it being used * Case Study: Peperami * Implications for professional marketing communications industry For more please contact daniel.neville@ideabounty.com

1. Destruction of an industry or a future we need to embrace? by: Daniel Neville Crowdsourcing Creativity

5. What Is Crowdsourcing?

6. What Is Crowdsourcing? Crowdsourcing is...the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call. Source: Wikipedia Crowdsourcing

7. Not A New Idea…

8. 1. 19th Century Oxford English Dictionary Not A New Idea…

9. 1. 19th Century Oxford English Dictionary 2. 1798 Longitude Prize Not A New Idea…

10. 1. 19th Century Oxford English Dictionary 2. 1798 Longitude Prize Then came technology.... Not A New Idea…

11. With Tech. The Crowd Is..

12. 1. Larger With Tech. The Crowd Is..

13. 1. Larger 2. Connected With Tech. The Crowd Is..

14. 1. Larger 2. Connected 3. Contributing in many ways/range of skill levels With Tech. The Crowd Is..

15. 1. Larger 2. Connected 3. Contributing in many ways/range of skill levels With Tech. The Crowd Is..

16. Crowdsourcing What?

17. Crowdsourcing What?

18. Crowdsourcing Applied To Business

19. 3 Types of Crowdsourcing Crowdsourcing Applied To Business

20. 3 Types of Crowdsourcing 4 Applications of Crowdsourcing Crowdsourcing Applied To Business

21. 1. Creation: The public contributes the content Types Of Crowdsourcing

22. 1. Creation: The public contributes the content Types Of Crowdsourcing

23. 2. Prediction: public action determines the results Types Of Crowdsourcing

24. 2. Prediction: public action determines the results Types Of Crowdsourcing

25. 3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing

26. 3. Organisation: inbound links + peer voting = organisation of information Types Of Crowdsourcing

27. 1. Product Development Applications Of Crowdsourcing

28. 1. Product Development Applications Of Crowdsourcing

29. 2. Initiatives, new business, problem solving Applications Of Crowdsourcing

30. 2. Initiatives, new business, problem solving Applications Of Crowdsourcing

31. 3. Communications, marketing, advertising Applications Of Crowdsourcing

32. 3. Communications, marketing, advertising Applications Of Crowdsourcing

33. 4. Prediction, forecasting Applications Of Crowdsourcing

34. 4. Prediction, forecasting Applications Of Crowdsourcing

35. Why Crowdsource?

36. Traditional Model Vs. Crowdsourcing

37. Traditional Model Vs. Crowdsourcing Pay by the hour

38. Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours

39. Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours Costs grow exponentially with the number of solutions

40. Traditional Model Vs. Crowdsourcing Pay by the hour More brains = more hours Costs grow exponentially with the number of solutions lack of a fresh perspective = old eyes

41. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Costs grow exponentially with the number of solutions lack of a fresh perspective = old eyes

42. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions lack of a fresh perspective = old eyes

43. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes

44. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’

45. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’ Customer insight = new perspective

46. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’ Customer insight = new perspective Interaction & engagement

47. Traditional Model Vs. Crowdsourcing Pay by the hour Connectivity & incentive = exponential reach More brains = more hours Cost does not increase as contributors join in Costs grow exponentially with the number of solutions Pay for what you use lack of a fresh perspective = old eyes Not limiting yourself to traditional ‘creatives’ Customer insight = new perspective Interaction & engagement New approach = innovation

48. Why Does The Crowd Participate?

49. 1. The 'rise of the amateur' Why Does The Crowd Participate?

50. 1. The 'rise of the amateur' “ ...marketing is way too important to be left to professionals. Every person is a marketer, and anyone crazy enough and passionate enough to start something is definitely a marketer. “ - Seth Godin Why Does The Crowd Participate?

51. 2. The “Ideas Economy” Why Does The Crowd Participate?

52. 2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer Why Does The Crowd Participate?

53. 2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer A great idea can come from anywhere Why Does The Crowd Participate?

54. 2. The “Ideas Economy” Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer A great idea can come from anywhere Why Does The Crowd Participate?

55. 3. Level playing field, equal risk Why Does The Crowd Participate?

56. 3. Level playing field, equal risk It provides new-comers with a chance to show their skills ...and established practitioners with the chance to earn cash for a small time commitment Why Does The Crowd Participate?

57. 3. Level playing field, equal risk It provides new-comers with a chance to show their skills ...and established practitioners with the chance to earn cash for a small time commitment Why Does The Crowd Participate?

58. A Closer Look…

59. www.ideabounty.com is a crowdsourcing platform for creative/marketing ideas & solutions with 1,000’s of registered creatives ready to tackle your brief.

63. What We Did

70. New Print & TV Ad

71. Had To Use The Animal

72. Requirements

78. Press

84. 1185 Ideas Submitted Post Brief Stats

96. Develop and bring to life a concept for a new Red Bull on-premise drinking ritual.

97. 587 Ideas

98. We want ideas that make living a more sustainable life appealing, aspirational and cool.

99. 687 Ideas

100. Castle Lager is looking to leverage our sponsorship of the national South African soccer team (Bafana Bafana) to promote the Castle brand leading up to and during the Soccer World Cup 2010

101. 631 Ideas

102. We are looking for a concept for both a print and an online banner ad that will announce to the world that Capitec Bank is one of tomorrow's great brands and the only one to come from Africa.

103. 648 Ideas

104. What About The Agency?

105. What About The Agency? “ In our world, we have two assets that make creativity a usable commodity: the strategy and the creative director. Between the two, we have the necessary filters to identify cool work that will work.” Colin Drummond - Account planning Crispin Porter + Bogusky

106. Benefits Independent audit found 1600% ROI off PR alone

107. Consumer insight & interaction “ Idea Bounty has exposed us to a plethora of great ideas and more than a little insight into how the world views our brand” ~ Charl Bassil, Executive Brand Manager Castle Lager, SAB Miller “ Staying truly 'fresh' is a 365 day a year challenge and we're very clear that two of the secrets to achieving this, are celebrating great ideas; and staying in touch with your consumers. What's great about Idea Bounty is it does both”. ~ Mike Leslie, Innovation & Sponsorship Manager of Levi Strauss Benefits

108. Live Now!

109. Thanks! www.ideabounty.com