Growing Global Brands through Crowdsourcing
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Transcript of Growing Global Brands through Crowdsourcing
Shelley Kuipers, Founder & CEO Crowdsourcing Week Asia, Singapore June 4, 2013
Growing Global Brands through Crowdsourcing
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Help your crowds authentically engage with your brand & product innovation teams. They’ll thank you with actionable market insights & loyalty.
“Participation is the new brand.” ─ Chaordix
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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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Crowdsourcing Market Insight 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 Brand & Product Innovation
Seamless, branded experience important It’s not just about a mob’s popular feedback &
ideas; it’s about thoughtful, actionable insight Engaged crowds, community = better data Mixed methods research, qual + quant data Persistent, on-demand community for insights Role of experts in brand & product innovation Rich software toolset for participant activities, data
analytics, enterprise integration
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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 Marketing 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 & Product Innovation
http://www.fastcodesign.com/1671677/american-airlines-rebrands-itself-and-america-along-with-it#6
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Transportation Industry Brand Development Crowdsourced Brand & Product Communities
1968
2013
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What’s Next? Brand & Product 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 Engage hard-to-reach, influencers and taste-
makers directly in brand & product innovation De-risked product marketing path Reach emerging markets with scaleable,
multilingual, mobile research process Enterprise integration with social enterprise &
back office systems Increased customer loyalty and retention
through brand participation …