Participation is the new Brand™ 5 ways crowdsourcing delivers innovation 1) new product ideas 2) brand advocacy 3) content creation 4) social & environmental solutions 5) employee engagement & productivity

1. Participation is the new brand™:
5 ways crowdsourcing delivers innovation
-­‐‑-­‐‑
Shelley Kuipers, Founder & CEO
0

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Participation is the new brand
PARTICIPATION
the 5th pillar of marketing
Participation is the new brand.™

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Participation is the new brand

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Participation is the new brand
5 ways crowdsourcing
delivers innovation

5. NEW
PRODUCT
IDEAS
1

6. Source: PDMA 2013
5
1) New product ideas
For every 7 new product ideas
4 enter product development
and only 1 succeeds

7. 6
Scale predictive insights
Decrease product failure rate
1) New product ideas
Maintain and grow market share

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1) New product ideas
In-­‐‑house vs.
user designed products
3× HIGHER
4× HIGHER
Sales revenues
Gross margins

9. BRAND
ADVOCACY
2

10. Source: Forrester 2013
9
of consumers trust
recommendations from
friends
of consumers trust
advertising
2) Brand advocacy

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Go beyond the
like
Honor the
crowd’s co-­‐‑
ownership of
your brand
Guide their
missions
2) Brand advocacy

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2) Brand advocacy
6,300
105
1,000,000
FANS
MARKETS
CONTRIBUTIONS

13. We need to remember that they aren‘t actually
fans, that is just what Facebook calls them, they are
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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
2) Brand advocacy

14. CONTENT
CREATION
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Content
creation is
costly
The crowd
wants to create
Then comes
commerce…
3) Content creation

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Super Bowl ad spot
Crowdsourcing your
advertising content
$1M+
1
4-6
COST
AD
MONTHS
$200K
4
6
COST
ADS
WEEKS
3) Content creation
Source: Tongal

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LEGO YouTube content
FANS
LEGO
Source: LEGO
3) Content creation

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+
+ Commerce
Content
Community
Provided by
consumers & pros
Context &
connectivity created
by and for users
Products tagged &
ingested for seamless
purchase
3) Content creation
Source: Mary Meeker

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SOCIAL
&
ENVIRONMENTAL
SOLUTIONS

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20.9M
men, women and children are exploited
and enslaved around the world today.
27% are children.
CHALLENGE
SLAVERY
4) Social & environmental solutions

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4) Social & environmental solutions
Discussion forum • Tech contest • Research competition

22. 4) Social & environmental solutions
Make the cause accessible • Share knowledge & experience •
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Connect the right people to create solutions

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4) Social & environmental solutions
The result

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EMPLOYEE
ENGAGEMENT
&
PRODUCTIVITY

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of employees are disengaged at work
Source: Gallup
5) Employee engagement & productivity

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5) Employee engagement & productivity
Source: HBR
8 problems 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

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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 quijing their jobs.
Source: Aaron Hurst
5) Employee engagement & productivity

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Leveraging social technologies and
platforms including crowdsourcing and
co-­‐‑creation can:
→ Improve productivity of high-­‐‑skilled knowledge workers by 25%
→ Contribute between $900 billion to $1.3 trillion per annum across
four commercial sectors: consumer packaged goods, retail financial
services, advanced manufacturing and professional services.
→ Two-­‐‑thirds of this potential value lies in improving collaboration
and communication within and across enterprises.
Source: McKinsey Global Institute, 2012
5) Employee engagement & productivity

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5) Employee engagement & productivity
Engage
Create
Empower
and connect
your team
transparency
and encourage
democracy
employees to
enact positive
change

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Participation is the new brand.™