Post on 22-Nov-2014
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Do it with them, not for them
Accelerating innovation & marketing through crowdsourcing
François Pétavy, CEO
Collaboration between
Consumers& Brands
is the future of marketing & innovation
Jeff Howe
«Crowdsourcing is the act of taking a task traditionally performed by an
employee or contractor, and outsourcing it to an undefined,
generally large group of people or community in the form of an open
call»
What is Crowdsourcing?
Source: “Crowdsourcing”, Jeff Howe
What is Co-creation?
“Co-creation is an active, creative and social process, based on collaboration
between producers and users, initiated by the firm to generate value for
customers.”
C.K. Prahalad“Co-creation Experiences: the next practice in Value Creation”
The 1-9-90 rule
1% Creators
Forrester Technographics
eYeka, the co-creation community
250,000 creative consumers in 150 countries
What are their motivations?
Co-creation contests 101
Collective intelligence in action
Gems
Some ideas are fully articulated. They provide
innovation & quality creative execution.
Insights
Most ideas are raw. Collective analysis tells the story. They
provide insights & validation.
4
Co-creating across the value chain
CREATIVE CONCEPTS
NEW PRODUCT DEVELOPMENT
BRANDINGPOSITIONING
PACKAGINGPOS EXPERIENCE
Co-creating across the value chain
How collaboration drives top-line growth
“Sales revenues from user-generated products are three times higher – and gross margins four times greater – than those of designer-generated products”
“The eYeka community generated the same level of ideas in 3 weeks as a top innovation agency in 3 months and a top design school in 6 months.”
“Some of the crowdsourced marketing ideas scored in the Top 10% of all-time best ads on Millward Brown Link™ score test. Cost saving efficiencies of 92%.”
The ROI of co-creation
COST EFFECTIVENESS
ACCELERATION
RELEVANCE
+
+
“A wealth of creative, consumer-rooted ideas”
“Get it right from the start”
“Innovate in weeks vs. months”
Why co-creation changes the world
BrandsConsumers
ParticipateBe
acknowledgedBetter products & experiences
Listening People
intimacySustainability
Creating a better future through co-creation
Creating a better future through co-creation
Want to learn more?
Contact:François Pétavy - fpetavy@eyeka.net @fpetavy
Download our White Paper:http://www.eyeka.net