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

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“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’


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.


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


“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


CPG Marketing Innovation Fund at P&G Crowdsourced R&D Challenge for the Global CMK Group

Innovation Awards $$


“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


Transportation Industry Brand Development Crowdsourced Brand & Product Communities

1968

2013


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 …


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 …

Growing Global Brands through Crowdsourcing

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