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Participation is the new brand™: 
5 ways crowdsourcing delivers innovation 
-­‐‑-­‐‑ 
Shelley Kuipers, Founder & CEO 
0
1 
Participation is the new brand 
PARTICIPATION 
the 5th pillar of marketing 
Participation is the new brand.™
2 
Participation is the new brand
3 
Participation is the new brand 
5 ways crowdsourcing 
delivers innovation
NEW 
PRODUCT 
IDEAS 
1
Source: PDMA 2013 
5 
1) New product ideas 
For every 7 new product ideas 
4 enter product development 
and only 1 succeed...
6 
Scale predictive insights 
Decrease product failure rate 
1) New product ideas 
Maintain and grow market share
7 
1) New product ideas 
In-­‐‑house vs. 
user designed products 
3× HIGHER 
4× HIGHER 
Sales revenues 
Gross margins
BRAND 
ADVOCACY 
2
Source: Forrester 2013 
9 
of consumers trust 
recommendations from 
friends 
of consumers trust 
advertising 
2) Brand ad...
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
We need to remember that they aren‘t actually 
fans, that is just what Facebook calls them, they are 
12 
often just peopl...
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 
W...
16 
LEGO YouTube content 
FANS 
LEGO 
Source: LEGO 
3) Content creation
17 
+ 
+ Commerce 
Content 
Community 
Provided by 
consumers & pros 
Context & 
connectivity created 
by and for users 
P...
4 
SOCIAL 
& 
ENVIRONMENTAL 
SOLUTIONS
19 
20.9M 
men, women and children are exploited 
and enslaved around the world today. 
27% are children. 
CHALLENGE 
SLAV...
20 
4) Social & environmental solutions 
Discussion forum • Tech contest • Research competition
4) Social & environmental solutions 
Make the cause accessible • Share knowledge & experience • 
21 
Connect the right peo...
22 
4) Social & environmental solutions 
The result
5 
EMPLOYEE 
ENGAGEMENT 
& 
PRODUCTIVITY
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 
→ Dif...
26 
By 2025, Millennials will be 75 percent of the 
workforce. When Millennials don’t find purpose in 
their work, many ti...
27 
Leveraging social technologies and 
platforms including crowdsourcing and 
co-­‐‑creation can: 
→ Improve productivity...
28 
5) Employee engagement & productivity 
Engage 
Create 
Empower 
and connect 
your team 
transparency 
and encourage 
d...
29 
Participation is the new brand.™
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Participation is the new Brand™: 5 ways crowdsourcing delivers innovation

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 & productivity

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Participation is the new Brand™: 5 ways crowdsourcing delivers innovation

  1. 1. Participation is the new brand™: 5 ways crowdsourcing delivers innovation -­‐‑-­‐‑ Shelley Kuipers, Founder & CEO 0
  2. 2. 1 Participation is the new brand PARTICIPATION the 5th pillar of marketing Participation is the new brand.™
  3. 3. 2 Participation is the new brand
  4. 4. 3 Participation is the new brand 5 ways crowdsourcing delivers innovation
  5. 5. NEW PRODUCT IDEAS 1
  6. 6. Source: PDMA 2013 5 1) New product ideas For every 7 new product ideas 4 enter product development and only 1 succeeds
  7. 7. 6 Scale predictive insights Decrease product failure rate 1) New product ideas Maintain and grow market share
  8. 8. 7 1) New product ideas In-­‐‑house vs. user designed products 3× HIGHER 4× HIGHER Sales revenues Gross margins
  9. 9. BRAND ADVOCACY 2
  10. 10. Source: Forrester 2013 9 of consumers trust recommendations from friends of consumers trust advertising 2) Brand advocacy
  11. 11. 10 Go beyond the like Honor the crowd’s co-­‐‑ ownership of your brand Guide their missions 2) Brand advocacy
  12. 12. 11 2) Brand advocacy 6,300 105 1,000,000 FANS MARKETS CONTRIBUTIONS
  13. 13. We need to remember that they aren‘t actually fans, that is just what Facebook calls them, they are 12 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
  14. 14. CONTENT CREATION 3
  15. 15. 14 Content creation is costly The crowd wants to create Then comes commerce… 3) Content creation
  16. 16. 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
  17. 17. 16 LEGO YouTube content FANS LEGO Source: LEGO 3) Content creation
  18. 18. 17 + + Commerce Content Community Provided by consumers & pros Context & connectivity created by and for users Products tagged & ingested for seamless purchase 3) Content creation Source: Mary Meeker
  19. 19. 4 SOCIAL & ENVIRONMENTAL SOLUTIONS
  20. 20. 19 20.9M men, women and children are exploited and enslaved around the world today. 27% are children. CHALLENGE SLAVERY 4) Social & environmental solutions
  21. 21. 20 4) Social & environmental solutions Discussion forum • Tech contest • Research competition
  22. 22. 4) Social & environmental solutions Make the cause accessible • Share knowledge & experience • 21 Connect the right people to create solutions
  23. 23. 22 4) Social & environmental solutions The result
  24. 24. 5 EMPLOYEE ENGAGEMENT & PRODUCTIVITY
  25. 25. 24 of employees are disengaged at work Source: Gallup 5) Employee engagement & productivity
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 28 5) Employee engagement & productivity Engage Create Empower and connect your team transparency and encourage democracy employees to enact positive change
  30. 30. 29 Participation is the new brand.™

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