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September 2013
Crowdsourcing –
and the Future of
MarketingRob Wilmot
Founder & Executive Chairman, Crowdicity
Director, BCS Agency
Crowdicity
empowers organisations to connect
with and harness the
knowledge, ideas and experience of
colleagues, customers, suppliers,
members and stakeholder to
discover ideas, new perspectives,
views, and insights in response to
challenges and opportunities.
crowdicity.com
[email protected] @crowdicity
crowdicity.com
Logos
The old marketing model
Repeat
Continuous in-market research
Research consumer
trends
Establish needs
Write and research detailed
brief
Write new product concepts
Research in focus groups
Task your agency / R&D team to come up with new ideas / tech
More groups
Repeat
Research the Prototype
with consumersResearch
test market and predict
sales
Research new identity, marketing & distribution
channels
Launch
As marketeers come under increasing pressure to do more with less we are seeing more
organisations turning to crowdsourcing to boost marketing effectiveness.
[email protected] @crowdicity
crowdicity.com
No matter who you are most of the
smartest people work for someone else.”
Bill Joy, Sun Microsystem
“
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crowdicity.com
Set challenge
• Reach out to the crowd
Gather inspiration
& ideas
• Collaborate & Improve
Vote & evaluate
• Share & rate
Shortlist & refine Ideas
• Ideas mingle & merge
Advance top ideas
Gather insights &
trends
Crowdicity process flow
Integrated Blogs
Collaboration & Sharing
Personalisation
Ideation ToolsReporting / KPI’s
Knowledge Resources
Expert Profiles
Alerts & Notifications
Voting Schemas
Activity Streams
Reputation Ranking & User Leader board
Permission Management
Social Media Integration
Feedback ToolsTimed stages
Custom Innovation PipelinesCustom Data Capture
File Management
Categorisation & Sorting
Working with Crowdicity Channel Partners, 100% Open and Catalyx we launched open innovation
challenges with P&G creating new productive partnerships with their customers, suppliers and other
brands.
Case Study
At a glanceIn less than a month using
Crowdicity, P&G and Crowdicity
partners 100% Open and Catalyx
uncovered;
• 10 deep insights about
consumer behavior
• 104 co-created marketing ideas
• and developed and validated a
12 month digital communication
plan.
• All for about the same cost as a
round of traditional focus
groups.
Crowdicity was bought in by our partners at 100% Open to power LEGO's ideas platform and deliver a
range of innovation communities aimed at employees, consumers and partners.
Case Study
At a glance
The Crowdicity powered
‘Connecting the Dots’ and ‘Our
LEGO Ideas’ communities enabled
employees, consumers and
partners to freely and openly share
and collaborate on business and
product ideas on a global basis.
Saint-Gobain and digital marketing agency BCSAgency used Crowdicity to harness the insights and
opinion of customers to redefine the Jewson Kitchen Category.
Case Study
At a glance• 1,200 customers and partners were
invited into the specialist innovation
community
• Showed that customers want to
share their ideas and experiences in
detail.
• Showed that crowdsourcing can
deliver valuable customer insight into
the business that would be difficult to
access any other way.
The United Nations and Kofi Annan Foundation use Crowdicity to crowdsource the voice and ideas of
the global youth to influence decisions at the United Nations on the Future They Want.
Case Study
At a glance
• 5 weeks
• 4000 young people around the world
• 1000 unique ideas
• 15k votes
• 12k comments
• Global reach through Social Media
networks of 16 million users
Why Marketing should be adapting to
Crowdsourcing practices ?…
[email protected] @crowdicity
crowdicity.com
Old research and market testing model
can be expensive and does not maximise
reach and tends to be one way.
Crowdsourcing new ideas cost a fraction
of this. More importantly, ideas come
through pre-assessed and market
validated.
COST
[email protected] @crowdicity
crowdicity.com
It’s not the big that eat the small… it’s the fast
that eat the slow.”Laurence Haughton, Business
Author
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crowdicity.com
SPEED
Reduce years of consumer insight,
proposition evaluation and product
development research and test
marketing to a few weeks.
[email protected] @crowdicity
crowdicity.com
SPEED
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crowdicity.com
the needs of the many
outweigh the needs of
the few”Dr. Spock, Start Trek II: The Wrath of
Khan
“Reach
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Reach
Using the power of social networking you can reach vast but relevant
audiences benefiting from the self selection of who is friends with whom.
Welcome to the World’s biggest focus group
BUT, the best argument to why
marketing should be adapting to
Crowdsourcing practices isn't cost
or speed - it’s …
[email protected] @crowdicity
crowdicity.com
Companies from LEGO, to P&G, to
Saint-Gobain have learned to trust
consumers to know what they want and
encourage them to imagine and
demand it.
CREATIVI
TY
[email protected] @crowdicity
crowdicity.com
Any Questions?
Rob WilmotFounder & Executive Chairman, Crowdicity
Director, BCS Agency
@robwilmot
www.crowdicity.com
