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Shelley Kuipers, Founder & CEO Crowdsourcing Week Europe 2014

Participation Is The New Brand

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By Shelley Kuipers, CEO, Chaordix. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/

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Shelley  Kuipers,  Founder  &  CEO Crowdsourcing  Week  Europe  2014

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“New  market  winners  will  synthesize  chaos  and  order.”

Chaordix  [kay-­‐‑or-­‐‑dix]  is  the  global  standard  in  crowdsourced  brand  

and  product  innovation.

–  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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5  things  your  crowd  can  do  for  you…  and  why  you  should  

care.

The  5  Things

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1.  offer  new  product  ideas

The  5  Things

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Scale  predictive  insights Decrease  product  failure  rate Maintain  and  grow  market  share

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Over  5  years,  MyStarbucksIdea  brought  to  life  crowd  generated  277  ideas  (through  150,000  ideas  and  2,000,000  votes).

Source:  Starbucks

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New  products  have  a  failure  rate  of  25-­‐‑45% For  every  7  new  product  ideas 4  enter  development …and  only  1  succeeds

Source:  PDMA  2013

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…sales  revenues  from  user  generated  products  were  three  times  higher  and  gross  margins  four  times  greater  -­‐‑  than  those  of  designer-­‐‑generated  products.    and  cut  costs  by  4%

Source:  Muji

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2.  advocate  for  your  brand

The  5  Things

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Go  beyond  the  “like” Honor  the  crowd’s  co-­‐‑ownership  of  your  brand Guide  their  missions  

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”We  need  to  remember  that  they  aren‘t  actually fans,  that  is  just  what  Facebook  calls  them,  they  are  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

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70%  of  consumers  trust  recommendations  from  friends,  but  only  10%  trust  advertising.  

Source:  Forrester  2013

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6,300  fans,  in  105  markets  with  more  than  1,000,000  contributions  of  insights,  ideas,  content  development  &  sharing…  it’s  an  expanded  marketing  team.

Source:  HTC

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3.  create  content

The  5  Things

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Content  creation  is  costly The  crowd  wants  to  create After  content  +  community  then  comes  commerce…

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A  Super  Bowl  ad  spot  costs  you  $1M+,  …delivered  in  4-­‐‑6  months. Crowdsourcing  your  advertising  content  costs  you  $200K  for  4  videos,  in  6  weeks.

Source:  Tongal

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Of  all  the  LEGO  content  on  YouTube,  99%  is  created  by  LEGO  users,  not  by  LEGO…

Source:  LEGO

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Content  +  Community  +  Commerce content    -­‐‑  provided  by  consumers  &  pros community  -­‐‑  context  &  connectivity  created  by  and  for  users commerce  -­‐‑  products  tagged  &  ingested  for  seamless  purchase

Source:  Mary  Meeker

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4.  solve  social  &  environmental  problems

The  5  Things

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Make  the  cause  accessible Share  knowledge  &  experience Connect  the  right  people  to  create  solutions

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An  estimated  20.9  million  men,  women  and  children  are  exploited  and  enslaved  around  the  world  today  (27%  are  children). USAID  commissioned  the  Challenge  Slavery  community,  reaching  out  to  students,  professors,  and  scholars  at  think-­‐‑tanks  in  the  U.S.  and  overseas.

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The  Challenge  Slavery  Community  educated  students  about  the  scope  and  nature  of  human  trafficking  and  enabled  students  across  the  world  to  engage  with  each  other  and  experts.   Participants  took  action  in  3  distinct  ways: 1)  Discussion  forum 2)  Tech  contest 3)  Research  competition.

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The  result:   3  Virginia  Tech  students  developed  a  prototype  browser  extension  that  would  inform  online  consumers  of  the  impact  of  their  purchases,  through  a  brand  rating  system.   hpp://abolishop.org/

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5.  accelerate  cultural  change

The  5  Things

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Engage  and  connect  your  team Create  transparency  and  encourage  democracy Empower  employees  to  enact  positive  change

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80%  of  employees  globally  disengaged  at  work.

Source:  Gallup

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8  problems  that  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  

Source:  HBR

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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  quiping  their  jobs.  

Source:  Aaron  Hurst

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Participation  is  the  new  brand.™

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#crowdsourceme          @Chaordix