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Design & Crowdsourcing

Power Shifts in The Conversation Age: a Social Marketing view.

Pascal Beucler, SVP & CSO MSLGROUP,

Paris College of Art/Ecole Parsons Paris,

Oct. 22, 2012.

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By culture, tradition, sometimes ideology ,designers are not very comfortable with the new

peer to peer culture, where collaboration, co-

generation and co-creation are cornerstone realities

How can the genius of one cope with the wisdom

of crowds? Would Starck crowdsource???

Lets share a few facts & figures on this, and discuss!

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CROWDSOURCING: A FAST-GROWING TREND

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Crowdsourcing is a distributed problem-solving and

production model An open call for solutions: users submit solutions.

Solutions are then owned by the entity that broadcast the

problem in the first placethe crowdsourcer

The contributor of the solution is, in some cases,compensated either monetarily, with prizes, or with

recognition

Crowdfunding, Open Innovation, Collaborative Social

Innovation are other fast-growing parents ofCrowdsourcing at large

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THE PATH TO INNOVATION?

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The growing power of insights & foresights

A Peoples inside Age

The will to inspire and innovate by bringing the voice of the

people to life Turning peoples intelligence and passion into innovation: this

is what the digital & social revolution makes possible

Innovation is not anymore a top-down/guru process: its no

surpise that P&G, Unilever and many other leading companiesuse crowdsourcing massively

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Collaboration leads creativity, innovation and

growth: the best and more sustainable growth

needs to be people-led, today

People do expect, more and more, to be involved

into the content/substance as well as into the

form/shape of projects/objects which at the endof the day will touch their life

It is crucial for brands to generate people-centric

solutions, not just products : solutions in terms

of concept, design, function, packaging, andmessaging/telling stories that matter

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Dell pionnered in this area, opening its sharing and

collaborative platform years ago

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http://www.ideastorm.com/

IdeaStorm was created to give a direct voice to ourcustomers and an avenue to have online brainstormsessions to allow you the customer to share ideas andcollaborate with one another and Dell. Our goal throughIdeaStorm is to hear what new products or services youdlike to see Dell develop. We hope this site fosters a candidand robust conversation about your ideas.

Since Launching, IdeaStorm has crossed the 16,000 ideamark and implemented nearly 500 ideas! As Dell is alwaysmoving forward and innovating, so is IdeaStorm. In

addition to the open discussion IdeaStorm site, in December2009, Dell addedStorm Sessionswhere Dell posts aspecific topic and asks customers to submit ideas.

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Starbucks digital strategy director, Alexandra Wheeler, gives a fewhints:

The journey really began with the launch of My Starbucks Idea inMarch 2009

An online community where customers and employees can

submit their ideas, vote for other peoples ideas or add to ideas inthe community. They can also see what Starbucks is doing withthose ideas through their Ideas in Action blog

Its a pretty robust community. It has over 75,000 ideas in it

In its first year, 25 ideas were activated through that program. Itsa significant way to co-create, to inform business decisions

It was important for them to go where consumers are and toprovide a valuable and meaningful brand experience

Mastering the Art of Crowdsourcing is what

helped make Starbucks the Top Brand on FB

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http://www.starbucks.com/coffeehouse/le

arn-more/my-starbucks-idea

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From Ideas to Action

"You know better than anyone else what you want from Starbucks. So tell us.What's your Starbucks Idea? Revolutionary or simple we want to hear it. Shareyour ideas, tell us what you think of other people's ideas and join the discussion.We're here, and we're ready to make ideas happen. Let's get started".

Submit Your Idea

Ideas In Action

What are we doing to make your Starbucks experience better? These are some ofthe things you've asked for.

However-you-want-it Frappuccino is Officially Here May 4, 2010 by Jennifer K

New Highly Energy-efficient LED Lighting Coming to a Starbucks near You April 26, 2010 bySue Long

Molasses Cookie Returns April 23 by sbx_mdro

One Person Can Save Trees. Together we can Save Forests. April 12, 2010 by Heidi Durham

Help us Develop a More Recyclable Coffee Cup Join the Beta Cup Challenge April 2, 2010by Sue Long

Starbucks Card Mobile Payment Now Available at all Target Starbucks Stores April 1, 2010by Chuck Davidson

http://www.mystarbucksidea.com/http://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/01/starbucks-card-mobile-payment-now-available-at-all-target-174-starbucks-stores.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/02/help-us-develop-a-more-recyclable-coffee-cup-join-the-beta-cup-challenge.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/12/you-can-save-trees-we-can-save-forests.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/23/molasses-cookie-returns.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/04/26/new-highly-energy-efficient-led-lighting-coming-to-a-starbucks-near-you.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://blogs.starbucks.com/blogs/customer/archive/2010/05/04/however-you-want-it-frappuccino-is-here.aspxhttp://www.mystarbucksidea.com/http://www.mystarbucksidea.com/

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Peoples Lab:

Crowdsourcing Insights & Innovation

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Peoples Lab

Image source : www.peopleslab.mslgroup.com ,

http://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+bench

Peoples Lab is MSLGROUPs proprietary crowdsourcing

platform and approach that helps organizations tap into

peoples insight for innovation, storytelling and change.

Fast, costeffective,

lightweight

platform

Built to shareinformation the

platform provides fastand secure processing.Built in-house it is the

most cost effectivechoice on the market.

Highly visual &Appealing

Visual representation of allinputs with automatic videoembeds and URL

screenshots; image sharingand file uploads are all

available on the platformfrom a single input box.

Flows designed tomaximise

participation

Built specifically forcollaboration use-cases

the system-flows arevery intuitive and the

user interface is easy tomaster.

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Wh P l L b d i

http://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://ps.thomasnet.com/productsearch/results.html?pskwid=146&pskw=aluminum+benchhttp://www.peopleslab.mslgroup.com/

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Why Peoples Lab crowdsourcing

platform & approach? MSLGROUP created Peoples Lab crowdsourcingplatform & approach in response to market trends,competition dynamics and client needs.

Crowdsourcing is astrategic priority forglobal CEOs

Business leaders

believe thatcrowdsourcingpeoples insights areone of the maindrivers for leadinginnovation andchange. (PwC GlobalCEO Survey 2011)

Our competitors arecrowdsourcinginsights

From holding

companies to PRagencies and creativeagencies to startups:the need for insights& foresights iseverywhere in theCommunicationsIndustry

Our clients aredemanding newtypes of insights

More and moreclients expect us to

share meaningfulinsights with them,not only tactics. Inresponse, we createdPeoples Lab tocrowdsource insights.

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P l L b d i

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Peoples Lab crowdsourcing

approach The Peoples Lab crowdsourcing platform enables our

three-part approach for distilling insights fromconversations and communities.

Organicconversationanalysis

To identify themesfrom public social

web conversationsusing third-party toolslike Radian6 andSysomos.

MSLGROUPs own

private insightcommunities

To crowdsourcesolutions around

specific client needslike crisis orcitizenship, or internalthemes likestorytelling.

Custom public orprivate communitiesfor clients

To crowdsourceinsights in the context

of a specific clientneed

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CROWDSOURCINGORCROWDSOURCING?

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And whats happening, when it comes to

the world of design?

The same CMO, whos fond of crowdsourcing forinnovation and communication, may be tempted toextend its use to design

Whats the insight, in the CMOs head? Instead oftrying to make myself a logo for the company, orspending mynmarketing budget on a design consultant

,who will provide limited design choices at the end of a

long design process, I can have hundreds of designers

work on my project for a fraction of the cost of atraditional designer. I will have more ideas, more

routes, more freshness, for a much lower price .

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In Design too, crowdsourcing is outsourcing to a crowd of

people via an open call for contributions

Like David C. Baker from ReCourses puts it, crowdsourceddesign is an irreversible movement, in fact just one of the

many forms of desintermediation which the digital and

social turmoil allows, and accelerates

Baker adds that it gives a chance to designers whootherwise wouldnt be given a chance to show their talent

His conclusion: Terrifying or not, crowdsourcing is a reality.

Fear is only useful to the extent that it motivates you to get

your act together so that crowdsourcing isnta threat.; Heres

another way to say that: Ifyoure terrified, well, you ought tobe, because the movement is highlighting how poorly

prepared you are. Consider this an early warning sign.

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Other people are strong opponents to any form of

crowsourced design, for they believe its killing their

discipline

Debbie Millman for instance, president of the design

division at Sterling Brands, and president emeritus of AIGA

(AIGA is the largest professional association for design:

http://www.aiga.org/), argues that crowdsourcingprevents designers from practicing the discipline of

design as a problem-solving process, and it fails to respect

the profession and the value it creates through designers

creative gift and professional discipline .

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IDEATION VS CREATION

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There are obviously different ways to crowdsource

design

What youll see most, online, is aboutcreation/challenge: Get more for less, as youre a

small business

Get the Most From Crowdsourced Design Competitions isthe motto of many newcomers, like DesignCrowd

Such an approach can indeed be seen as toxic, in

terms of business model, for most of Branding &

Design companies which have to deal with fixedcosts, and can hardly accept speculative (not

compensated) competition

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Quite different is the use of crowdsourcing forcollective ideation purpose

The brand submits a brief to a community ofpeople whore willing to raise their ideas, their

vision and even their sort of sketch in 3D Instead of a somehow dry words-only

brief, you provide art directors and their team

with more right brain (creative) ideas interms of forms/shapes, colors, look & feel

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SO, CAN YOU CROWDSOURCE ANEW LOGO?

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Coke thinks so

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Refreshing your body, mind, soul and logo.

It is a logo that is plastered worldwide on cans, on drinks machines, andaround major sporting events, but Coca Cola want someone to re-imaginetheir iconic logo.

What is more, they are throwing it to the masses and are going to crowdsource the process

The competition is going to be run in association with design agency BlankYou Very Much, and is open to US residents only. It is a good choice ofpartner for Coke, as Blank You Very Much focus on reinventing iconicbrands and symbols that we already know

As the competition is focused on crowdsourcing the BYVM community, notCoke execs ,will choose the winning design. The person behind it will win$5000 and have the design put on a limited edition t-shirt. The idea for

Coke is obviously to inspire their community to think about what they loveabout the brand and engage with it more, and perhaps make themonolithic brand feel a bit more personal for people

http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.blankyouverymuch.com/http://www.blankyouverymuch.com/cokehttp://www.blankyouverymuch.com/http://www.blankyouverymuch.com/http://www.blankyouverymuch.com/http://www.blankyouverymuch.com/http://www.blankyouverymuch.com/cokehttp://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905http://www.creativebloq.com/logo-design/coke-wants-you-redesign-its-logo-1012905

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Refreshing your body, mind, soul and logo.

Even though the new logo is going to be

crowdsourced, the brief given is quite strict

Rules include banning the use of the colour blue

and international flags, keeping the ribbonrunning horizontally and keeping the bottle

pristine

Coke also want to ensure that the design reflectsa balanced, healthy lifestyle and is targeted at a

demographic of 12 years and older

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CAN YOU CROWDSOURCE A NEWPRODUCT?

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Nissan thinks so, with their online

Innovation Garage

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Nissan Innovation Garage

A platform dedicated to crowdsourced innovation

Everyone can suggest an idea, a project, his vision fortomorrows car

Best contributions will be recognized by Nissan, legally

protected and the author will be financially rewarded Nissans point of view is that only crowdsourcing may

ensure that all ideas will be given a chance to ariseeven the most unexcpected or disruptive one

Already fond of User Generated Content, Nissan goes astep beyond with this Open Innovation initiative,which is by nature limitless

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CAN YOU CROWDSOURCE ART?

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JR thinks so: Co-Creation in Art

The French-born artist and his crew have

traversed more than 100 countries with their

crowd-sourced social-sculpture photo

projects.

Whether in Israel/Palestine, in Rio, in Africa, in

Paris or in NYC today at the Ford Foundation,

its all about raising peoples voice thrupainting, pics, sculptures

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Massive Inside-Out in HK

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http://www.jr-art.net/

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If even art may consider Co-Creation &

Crowdsourcing, will Design be The Last of The

Mohicans?

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COUPLE OF QUESTIONS TO OPENTHE CONVERSATION

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What & Who?

What exactly should be crowdsourced?

Insights, ideas, elements of content for the

briefing or directly graphic solutions?

What would the SWOT be here?

Who should manage?

Should design companies themselves create

their own crowdsourcing solutions even if

just design-centric?

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Should dialogue be limited to two?

Richard Grefe, AIGA's executive director, says:

"Successful design work results from a collaborative process between a

client and the designer, developing a clear sense of the client's

objectives, competitive situation, and needs.

() Design creates value for clients as a result of the approachdesigners take in addressing the problems or needs of the client and

only at the end of that process is a "design" created.

Should really this collaborative process limited to a

dialogue between the client and the designer? Why shouldnt

people future consumers be kept away from the process,when people now can raise their voice on everything?

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Lets discuss!