HYVE @ Barcamp Salzburg 2011 - the next web

31.10.2011 1 © 2011 HYVE Innovation Community GmbH

Carina Thürridl

29.10.2011

Crowdsourcing, Co-Creation & Social Media New avenues for companies to reach their clients


Who or what is HYVE?


HYVE – the innovation company

Innovation Design

Industrial Design

&

Creative Consultancy

Innovation Research

Co-Creation

&

Marketing Research

Studies

Innovation Community

Web-based Software Design,

Community Solutions &

Social Media

Co-Creation

Crowdsourcing

Creative Economy

Social Networks

User-generated Content

Mass Customization

Open Source

Distributed

Innovation

Outside-In

Swarm Intelligence

User Innovation

eParticipation

Lead Users

Shared Value

Social Media

Open

Innovation

User Innovation

Collaborative Innovation

Wisdom of the

Crowd

Web 2.0

Idea Contests

Netnography


Facts & Figures

Established: 2000

Head Office: Schellingstraße 45, 80799 München, Deutschland

# of Employees: 63 (Backgrounds: Market Research, Social Media, Innovation Management,

Consultancy, Business Administration, IT & Design)

Customers: More than 80 references, 40%+ DAX-listed

Core Competences:

Open Innovation / Customized Innovation

Online Communities

Online Market Research

Design Theory & Strategy

Industrial, Graphic & Interaction Design

Online IT Solutions & Software Design

Board

Dr. Michael Bartl (CEO Innovation Research)

Dr. Johann Füller (CEO Innovation Community)

Michael Schmidt (CEO Innovation Design)

HYVE Key Facts & Figures


Netnography

Insights

Lead User

Method

Co-Creation

Study

InsightBoard

Crowdsourcing

Platforms

Online Testing &

Promotion

Social Media

Concept Model

Innovation and Co-Creation Methods by HYVE

Tools along the innovation process

Consumer Insights Ideas & Designs Concepts & Prototypes Product Solutions Commercialization

Constant integration of consumers into the innovation process


The relevance of Crowdsourcing &

Social Media

31.10.2011 7 © 2011 HYVE Innovation Community GmbH ©2011 HYVE Innovation Community GmbH

If you are not online, you don‘t exist!


A new type of active consumers have evolved from Social Media…

network discuss

articulate their needs

generate knowledge

rate products

design products

analyze products

recommend products

market products

create celebrities

collect donations

get involved & support each other

protest

Discussion Boards

Wikis Consumer platforms


Wikipedia comprises >18 million articles in 250 languages

Studies have shown that Wikipedia is even more precise than„Encyclopedia Britannica“


200 billion # of hours American adults spend in front of the TV every

year

Consumers are active, you just have tap this potenital…

100 million hours have been required, to write Wikipedia so far

100 Mio.

11 ©2011 HYVE AG

Social Media in #s

750 million

# of Facebook users

4 billion

# of shared user-generated content a day

52%

of Facebook

users log in

at least once

a day

70%

of all Facebook users

use external

applications of

facebook every

month

130

average # of

friends

80

# of pages, groups and events the

average user is connected to

200 million

# of Twitter users 37%

of all Twitter

users check their

tweets more

than once daily 77%

of the top 100

companies do

have a Twitter

account

>200 million

# of tweets per day

456 # of tweets per

second the day

Michael Jackson

died

66%

of all

Twitter

users are

following

brands to

receive

discounts

3 billion

# of watched videos per day

100 million # of users who share,

like and comment

videos per week

8

years

of video content are

uploaded daily

150

of YouTube videos are

watched daily on

Facebook

50%

of all videos have been

commented, rated or

shared by the

community

70%

of all video views

are generated

outside the USA

Source: mashable.com, facebook.com, twitter.com, youtube.com

12 ©2011 HYVE AG

Companies can reach not only one but a whole network of consumers due to the

transparent „sharing“-behavior in social networks!

13 ©2011 HYVE AG

How does HYVE use these technologies and

their potential for its clients?

14 ©2011 HYVE AG

Crowdsourcing

Social Design

15 ©2011 HYVE AG

ScrapLab by HYVE

Recycling 2.0

Generating innovative & creative

designs made from scrap

Nurturing consumers recycling &

sustainability consciousness

Objectives

Approach

Design contest over a period of 10

weeks

9 different categories

Strategy: To establish a long-term

platform

www.scraplab-community.com

16 ©2011 HYVE AG

ScrapLab by HYVE

Platform

17 ©2011 HYVE AG

Social Responsibility

Social Interaction & Co-operation

Community-based Innovation

Wisdom of the Crowd & Creativity

Sustainable Products

18 ©2011 HYVE AG

605 Designs

1.233 Members

3.594 Evaluations

1.778 Comments

853 Messages

25.116 Visitors

192.968 Page Impressions

7 min Ø duration of visit

19 ©2011 HYVE AG

Crowdsourcing Design

20 ©2011 HYVE AG

Generation of ideas &

designs for adhesive

packaging

Identifikation of trends &

innovative ideas by

integrating external

knowledge

Idea & Design contest

Target group: Designer

worlwide

Evaluated by expert jury

Submission period: 8

weeks

Objectives

Approach

Henkel Adhesive Packaging Design Contest

www.packaging-designcontest.com

http://www.packaging-designcontest.com/



21 ©2011 HYVE AG

„Adhesive Packaging Design Contest“: The Platform

22 ©2011 HYVE AG

User-Generated-Content: a cross selection

385 Designs

1.042 Members

7.151 Evaluations

3.446 Comments

2.938 Messages

www.packaging-designcontest.com




23 ©2011 HYVE AG

Crowdsourcing Technology

24 ©2011 HYVE AG

Volkswagen - App my ride Infotainment Contest Platform

Generation of

applications & ideas for

car infotainment

Identification of

technology trends

Idea & App

development contest

Target group:

developers as well as

tech-savvy and

interested parties

worlwide

Submission period: 8

weeks

Objectives

Approach

www.app-my-ride.com

http://www.app-my-ride.com/





25 ©2011 HYVE AG

Apps

431 Ideas

96 developed Apps

1038 Members

5.776 Evaluations

www.app-my-ride.com






26 ©2011 HYVE AG

Crowdsourcing

Product Testing & Promotion


Within 11 weeks, more than 6.000 people of the new target

group actively participated in the “World Traveller’s Challenge”

on Facebook.

Due to the viral spread 28.000.000 contact points have been

established on the social web.

Social Media Campaign

Example: Swarovski Optik

Task:

To reach a new segment,

which is travellers and

adventurer, a Facebook

Campaign was launched to

gain brand- and product

awareness.

www.facebook.com/swarovskioptik.leisure

http://www.facebook.com/swarovskioptik.leisure


Social Media Campaign

Example: Swarovski Optik

To attract the new target group a lively and playful online environment was constructed




Product Testing

Example: Swarovski Optik (Binoculars)

Task:

To allow the new target group

to gain product experience, a

testing campaign was

conceptualized and installed

on facebook.

The interactive facebook application was designed to allow anyone

interested to apply as one of 20 official Swarovski Optik product

testers. Within the application phase users had to upload their

letter of application including their hobbies, leisure activities, and

the preferred area of application. Within a time period of 6 months,

the testers upload their product experience in terms of reports,

pictures and videos.




Crowdsourcing

Merchandise


4711 – Design Contest for merchandise & freaky product ideas

www.your.4711.com

http://www.your.4711.com/


Crowdsourcing

Architecture


Despar Design Contest – Social Media meets Architecture

www.designcontest.despar.it

http://www.designcontest.despar.it/

34 ©2011 HYVE AG

Why Crowdsourcing?

New perspectives

Untapped ideas

Idea variety

Fresh input

Awareness

Because of DIVERSITY!

35 ©2011 HYVE AG

Why do users care about

crowdsourcing anyway?

36 ©2011 HYVE AG

Participants‘ motives for taking part in crowdsourcing projects

Participants‘ motives

Symbolic motivation

• Recognition and acknowledgement

• Self-projection

• Community status

• Openly enjoying creativity

Benefit motivation

• Access to relevant and authentic information

• Monetary rewards

• Expecting future benfits (improved products & services.)

Hedonistic motivation

• Fun

• Fascination

• Curiousness

• Challenge

• Self-realization

Social motivation

• Altruism

• Identification

• Friendship

• Peer-to-peer discussion

extrinsic intrinsic

37 ©2011 HYVE AG

HYVE‘s pre-requisites for

happy clients &

happy participants

38 ©2011 HYVE AG 38

Make sure the community feels taken care of.

Focus on the community and its individual participants.

Make sure to offer the right incentives.

Only a happy community that feels included, adequately reimbursed

and taken seriously is capable of meeting companies‘ goals while

having fun being part of it.

39 ©2011 HYVE AG

INNOVATION

COMMUNITY


cari

na.t

hu

err

idl@

hyve

.de

www.hyve.de

for your attention!