The document discusses how crowdsourcing can help improve marketing effectiveness by allowing organizations to tap into the knowledge and ideas of customers, members, and other stakeholders. It provides examples of how Crowdicity, a crowdsourcing platform, has helped companies like P&G, LEGO, and Saint-Gobain gather insights and new marketing ideas from large online communities. The key benefits of crowdsourcing for marketing are that it is lower cost than traditional research methods, much faster at generating and validating new ideas, and can engage a far larger audience to spark more creativity.

1. September 2013
Crowdsourcing –
and the Future of
Marketing
Rob Wilmot
Founder & Executive Chairman, Crowdicity
Director, BCS Agency

2. 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
hello@crowdicity.com @crowdicity
crowdicity.com

3. Logos

4. 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

5. As marketeers come under
increasing pressure to do more
with less we are seeing more
organisations turning to
crowdsourcing to boost
marketing effectiveness.
hello@crowdicity.com @crowdicity
crowdicity.com

6. No matter who you
are most of the
smartest people work
for someone else.”
Bill Joy, Sun Microsystem
“
hello@crowdicity.com @crowdicity
crowdicity.com

7. 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

8. Integrated Blogs
Collaboration & Sharing
Personalisation
Ideation Tools
Reporting / KPI’s
Knowledge Resources
Expert Profiles
Alerts &
Notifications
Voting Schemas
Activity Streams
Reputation Ranking &
User Leader board
Permission Management
Social Media Integration
Feedback Tools
Timed stages
Custom Innovation PipelinesCustom Data Capture
File Management
Categorisation & Sorting

9. 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 glance
In 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

10. 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.

11. 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.

12. 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

13. Why Marketing should be
adapting to
Crowdsourcing practices
?…
hello@crowdicity.com @crowdicity
crowdicity.com

14. 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
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crowdicity.com

15. 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

16. Reduce years of consumer insight,
proposition evaluation and product
development research and test
marketing to a few weeks.
hello@crowdicity.com @crowdicity
crowdicity.com
SPEED

17. hello@crowdicity.com @crowdicity
crowdicity.com
the needs of the many
outweigh the needs of
the few”
Dr. Spock, Start Trek II: The Wrath of
Khan
“
Reach

18. hello@crowdicity.com @crowdicity
crowdicity.com
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

19. BUT, the best argument to why
marketing should be adapting to
Crowdsourcing practices isn't cost
or speed - it’s …
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crowdicity.com

20. CREATIVITY
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crowdicity.com

21. 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
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crowdicity.com

22. Think Big
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crowdicity.com

23. Any Questions?
Rob Wilmot
Founder & Executive Chairman, Crowdicity
Director, BCS Agency
Rob.wilmot@crowdicity.com
@robwilmot
www.crowdicity.com