crowdsourcing creativity - the destruction of an industry or a future we need to embrace?

daniel@ideabounty.com

Destruction of an industry or a future we need to embrace?by: Daniel Neville

Crowdsourcing Creativity

What Is Crowdsourcing?

What Is Crowdsourcing?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, in the form of an open call.Source: Wikipedia Crowdsourcing

Not A New Idea…

1. 19th Century Oxford English Dictionary

Not A New Idea…

2. 1798 Longitude Prize

Not A New Idea…

2. 1798 Longitude Prize

Then came technology....

Not A New Idea…

With Tech. The Crowd Is..

1. Larger

1. Larger2. Connected

1. Larger2. Connected3. Contributing in many ways/range of skill levels

Crowdsourcing What?

Crowdsourcing Applied To Business

3 Types of Crowdsourcing

3 Types of Crowdsourcing4 Applications of Crowdsourcing

1. Creation: The public contributes the content

Types Of Crowdsourcing

1. Creation: The public contributes the content

2. Prediction: public action determines the results

3. Organisation: inbound links + peer voting = organisation of information

1. Product Development

Applications Of Crowdsourcing

1. Product Development

2. Initiatives, new business, problem solving

3. Communications, marketing, advertising

4. Prediction, forecastingApplications Of Crowdsourcing

Why Crowdsource?

Traditional Model Vs. Crowdsourcing

Traditional Model Vs. CrowdsourcingPay by the hour

More brains = more hours

Costs grow exponentially withthe number of solutions

lack of a fresh perspective = old eyes

Traditional Model Vs. CrowdsourcingPay by the hour Connectivity & incentive =

exponential reach

More brains = more hours Cost does not increase as contributors join in

exponential reach

Pay for what you use

exponential reach

Not limiting yourself to traditional ‘creatives’

exponential reach

Customer insight = new perspective

exponential reach

Interaction & engagement

exponential reach

Interaction & engagement

New approach = innovation

Why Does The Crowd Participate?

1. The 'rise of the amateur'

“...marketing is way too important to be left to professionals. Every person is a marketer, and anyone crazy enough and passionate enough to start something is definitely a marketer. “- Seth Godin

2. The “Ideas Economy”

Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer

A great idea can come from anywhere

3. Level playing field, equal risk

It provides new-comers with a chance to show their skills ...and established practitioners with the chance to earn cash for a small time commitment

A Closer Look…

www.ideabounty.com is a crowdsourcing platform for creative/marketing ideas & solutions with 1,000’s of registered creatives ready to tackle your brief.

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What We Did

• Helped define & write the brief

What We Did

• Helped define & write the brief • Promoted the brief

What We Did

• Helped define & write the brief • Promoted the brief• Dealt with all PR

What We Did

• Helped define & write the brief • Promoted the brief• Dealt with all PR • Filtered Ideas/submissions

What We Did

• Helped define & write the brief • Promoted the brief• Dealt with all PR • Filtered Ideas/submissions• Produced brand insights gained from submissions

What We Did

• Helped define & write the brief • Promoted the brief• Dealt with all PR • Filtered Ideas/submissions• Produced brand insights gained from submissions • Full day Idea selection workshop with Unilever team

What We Did

New Print & TV Ad

Had To Use The Animal

Requirements

• Print Ad

Promotion

• Print Ad

Promotion

• Print Ad• Online Banners

Promotion

• Print Ad• Online Banners• Social Media Seeding

Promotion

• Print Ad• Online Banners• Social Media Seeding• E-mail Newsletter

Promotion

• Helps with Idea selection

Idea Bounty Scoring System

• Helps with Idea selection• Separates good Ideas from really good Ideas

• Helps with Idea selection• Separates good Ideas from really good Ideas• Feedback & reward system for creatives

• Ideas scored from 1 to 10 across 5 categories

• Ideas scored from 1 to 10 across 5 categories• On brief/brand• Clear• Practical • Campaignable • WOW factor

1185 Ideas Submitted

Post Brief Stats

• 24 345 Unique visitors

Post Brief Stats

• 24 345 Unique visitors• 68 Countries

Post Brief Stats

• 24 345 Unique visitors• 68 Countries UkSouth AfricaUSABrazilPortugal

Post Brief Stats

• 168 (1895) Mentions of the brief online (blog posts, articles)

Post Brief Stats

• 168 (1895) Mentions of the brief online (blog posts, articles)• 67 894 Video Views

Post Brief Stats

• 168 (1895) Mentions of the brief online (blog posts, articles)• 67 894 Video Views• £100,000 Worth of PR

Post Brief Stats

• Bounty split in two ($5,000 for TV, $5,000 for print)

The Winner

• Bounty split in two ($5,000 for TV, $5,000 for print) • Could go to one or two people

The Winner

• Bounty split in two ($5,000 for TV, $5,000 for print) • Could go to one or two people• Bought 2 TV Ideas & 1 print

The Winner

• Bounty split in two ($5,000 for TV, $5,000 for print) • Could go to one or two people• Bought 2 TV Ideas & 1 print• Total = $15,000

The Winner

• Bounty split in two ($5,000 for TV, $5,000 for print) • Could go to one or two people• Bought 2 TV Ideas & 1 print• Total = $15,000

The Winner

Develop and bring to life a concept for a new Red Bull on-premise drinking ritual.

587 Ideas

We want ideas that make living a more sustainable life appealing, aspirational and

687 Ideas

Castle Lager is looking to leverage our sponsorship of the national South African

soccer team (Bafana Bafana) to promote the Castle brand leading up to and during the

Soccer World Cup 2010

631 Ideas

We are looking for a concept for both a print and an online banner ad that will

announce to the world that Capitec Bank is one of tomorrow's great brands

and the only one to come from Africa.

648 Ideas

What About The Agency?

“ In our world, we have two assets that make creativity a usable commodity: the strategy and the creative director. Between the two, we have the necessary filters to identify cool work that will work.”

Colin Drummond - Account planning Crispin Porter + Bogusky

BenefitsIndependent audit found 1600% ROI off PR alone

Consumer insight & interaction

“Idea Bounty has exposed us to a plethora of great ideas and more than a little insight into how the world views our brand” ~ Charl Bassil, Executive Brand Manager Castle Lager, SAB Miller

“Staying truly 'fresh' is a 365 day a year challenge and we're very clear that two of the secrets to achieving this, are celebrating great ideas; and staying in touch with your consumers. What's great about Idea Bounty is it does both”. ~ Mike Leslie, Innovation & Sponsorship Manager of Levi Strauss

Benefits

Live Now!

Thanks!

www.ideabounty.com

crowdsourcing creativity - the destruction of an industry or a future we need to embrace?

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