rob wilmot - crowdsourcing the future of marketing

September 2013

Crowdsourcing –

and the Future of

MarketingRob Wilmot

Founder & Executive Chairman, Crowdicity

Director, BCS Agency

Rob.wilmot@crowdicity.com

Crowdicity

empowers organisations to connect

with and harness the

knowledge, ideas and experience of

colleagues, customers, suppliers,

members and stakeholder to

discover ideas, new perspectives,

views, and insights in response to

challenges and opportunities.

crowdicity.com

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Logos

The old marketing model

Repeat

Continuous in-market research

Research consumer

trends

Establish needs

Write and research detailed

brief

Write new product concepts

Research in focus groups

Task your agency / R&D team to come up with new ideas / tech

More groups

Repeat

Research the Prototype

with consumersResearch

test market and predict

sales

Research new identity, marketing & distribution

channels

Launch

As marketeers come under increasing pressure to do more with less we are seeing more

organisations turning to crowdsourcing to boost marketing effectiveness.

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No matter who you are most of the

smartest people work for someone else.”

Bill Joy, Sun Microsystem

“

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Set challenge

• Reach out to the crowd

Gather inspiration

& ideas

• Collaborate & Improve

Vote & evaluate

• Share & rate

Shortlist & refine Ideas

• Ideas mingle & merge

Advance top ideas

Gather insights &

trends

Crowdicity process flow

Integrated Blogs

Collaboration & Sharing

Personalisation

Ideation ToolsReporting / KPI’s

Knowledge Resources

Expert Profiles

Alerts & Notifications

Voting Schemas

Activity Streams

Reputation Ranking & User Leader board

Permission Management

Social Media Integration

Feedback ToolsTimed stages

Custom Innovation PipelinesCustom Data Capture

File Management

Categorisation & Sorting

Working with Crowdicity Channel Partners, 100% Open and Catalyx we launched open innovation

challenges with P&G creating new productive partnerships with their customers, suppliers and other

brands.

Case Study

At a glanceIn less than a month using

Crowdicity, P&G and Crowdicity

partners 100% Open and Catalyx

uncovered;

• 10 deep insights about

consumer behavior

• 104 co-created marketing ideas

• and developed and validated a

12 month digital communication

plan.

• All for about the same cost as a

round of traditional focus

groups.

Crowdicity was bought in by our partners at 100% Open to power LEGO's ideas platform and deliver a

range of innovation communities aimed at employees, consumers and partners.

Case Study

At a glance

The Crowdicity powered

‘Connecting the Dots’ and ‘Our

LEGO Ideas’ communities enabled

employees, consumers and

partners to freely and openly share

and collaborate on business and

product ideas on a global basis.

Saint-Gobain and digital marketing agency BCSAgency used Crowdicity to harness the insights and

opinion of customers to redefine the Jewson Kitchen Category.

Case Study

At a glance• 1,200 customers and partners were

invited into the specialist innovation

community

• Showed that customers want to

share their ideas and experiences in

detail.

• Showed that crowdsourcing can

deliver valuable customer insight into

the business that would be difficult to

access any other way.

The United Nations and Kofi Annan Foundation use Crowdicity to crowdsource the voice and ideas of

the global youth to influence decisions at the United Nations on the Future They Want.

Case Study

At a glance

• 5 weeks

• 4000 young people around the world

• 1000 unique ideas

• 15k votes

• 12k comments

• Global reach through Social Media

networks of 16 million users

Why Marketing should be adapting to

Crowdsourcing practices ?…

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Old research and market testing model

can be expensive and does not maximise

reach and tends to be one way.

Crowdsourcing new ideas cost a fraction

of this. More importantly, ideas come

through pre-assessed and market

validated.

COST

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It’s not the big that eat the small… it’s the fast

that eat the slow.”Laurence Haughton, Business

Author

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SPEED

Reduce years of consumer insight,

proposition evaluation and product

development research and test

marketing to a few weeks.

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SPEED

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the needs of the many

outweigh the needs of

the few”Dr. Spock, Start Trek II: The Wrath of

Khan

“Reach

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Reach

Using the power of social networking you can reach vast but relevant

audiences benefiting from the self selection of who is friends with whom.

Welcome to the World’s biggest focus group

BUT, the best argument to why

marketing should be adapting to

Crowdsourcing practices isn't cost

or speed - it’s …

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CREATIVITY

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Companies from LEGO, to P&G, to

Saint-Gobain have learned to trust

consumers to know what they want and

encourage them to imagine and

demand it.

CREATIVI

TY

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Think Big

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Any Questions?

Rob WilmotFounder & Executive Chairman, Crowdicity

Director, BCS Agency

Rob.wilmot@crowdicity.com

@robwilmot

www.crowdicity.com