Date post: | 12-Nov-2014 |
Category: |
Education |
Upload: | imedia-connection |
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Opening Keynote:The New Innovation: Using Collaboration and
Crowdsourcing to Connect to Consumers
Claudia Batten, COO, Victors & Spoils
Beautiful New Zealand.
Everyone wants to go to New Zealand.
Why Not?
Long Ass Flight.
Are we telling the wrong story?
Why am I telling you this?
It’s not just about telling a story.
It’s about telling the right story.
To connect with your consumer.
Don’t let the shiny new tools distract you.
Use them to tell your story.
Crowdsourcing:Through an open call for contributions, crowdsourcing takes tasks that are traditionally performed by an employee or contractor and puts them in the hands of a group of people or community.
= $$$
= $0
= $$
Why?Tapping into a broader base of ideationYour customers want to be heardAmateurs provide surpriseProvides insight on how your brand is perceived
Your brand is whatever your customers say it is.
Don’t hate me.
Your brand is whatever your customers say it is.
Keep me honest.
Best Practices and ROI
Your brand is whatever your customers say it is.
Best Practice #1: Tap the Crowd
How the WD-40 brand used crowdsourcing to tell a new story.
336 ideas submitted
26 ideas investigated
10 existing ideas validated
5 ideas awarded
1 new ownable “platform”
Endless stimuli for internal global
ideation session.
"We are delighted to discover that crowdsourcing can play an important role in our innovation process. We were pleased to see our internal ideas validated and really excited to get fresh new ideas.. some of which we laddered up to opportunity spaces for potentially new business models.”
- Graham P Milner Executive Vice President
Global Innovation, WD-40 Company
Best Practice #2: Democratize Your Brand
How Starbucks invited their consumers into the conversation.
70,000 ideas in the first year.
100,000 ideas by Nov 2010
40 people reviewing ideas
100 ideas implemented to date
Best Practice #3: Be Interested
How P&G missed the conversation and left their customers feeling ignored.
Raise your hand if you want to be talked at.
I am not talking about advertising.
I am talking about collaboration.
Facebook, Twitter, Banners Ads – all become unwanted intrusions when used the wrong way.
Use digital tools to make friends.
Best Practice #4: Lead by Example
How Toyota is giving its customers more ways to feel good about the brand.
Organizations are being flattened by transparency.
Best Practice #5: Spread the Word
How great brands don’t just stop with a great digital solution.
Best Practice #6: Target Key Voices
How Virgin America found its influencers and had a little fun.
So…
Connect to tell the story
Connect to create the story
Connect through digital tools
Connect by collaborating
Connect often
Connect respectfully
Connect with relevance
Your brand is whatever your customers say it is.
The new world can be seen as a threat to what you do.
Or, a powerful force to distance yourself from your competitors.
A final word.
Crowdsourcing Can Flat Overwhelm
Client
Positives: Abundance of Ideas Buzz worthy Fast
Not So Positives: No Creative Guidance Lack of Focus No Organization Overwhelming Time Intensive
Being Afraid.
Take the plunge.