hyve @ barcamp salzburg 2011 - the next web
TRANSCRIPT
31.10.2011 1 © 2011 HYVE Innovation Community GmbH
Carina Thürridl
29.10.2011
Crowdsourcing, Co-Creation & Social Media New avenues for companies to reach their clients
31.10.2011 2 © 2011 HYVE Innovation Community GmbH
Who or what is HYVE?
31.10.2011 3 © 2011 HYVE Innovation Community GmbH
HYVE – the innovation company
Innovation Design
Industrial Design
&
Creative Consultancy
Innovation Research
Co-Creation
&
Marketing Research
Studies
Innovation Community
Web-based Software Design,
Community Solutions &
Social Media
Co-Creation
Crowdsourcing
Creative Economy
Social Networks
User-generated Content
Mass Customization
Open Source
Distributed
Innovation
Outside-In
Swarm Intelligence
User Innovation
eParticipation
Lead Users
Shared Value
Social Media
Open
Innovation
User Innovation
Collaborative Innovation
Wisdom of the
Crowd
Web 2.0
Idea Contests
Netnography
31.10.2011 4 © 2011 HYVE Innovation Community GmbH
Facts & Figures
Established: 2000
Head Office: Schellingstraße 45, 80799 München, Deutschland
# of Employees: 63 (Backgrounds: Market Research, Social Media, Innovation Management,
Consultancy, Business Administration, IT & Design)
Customers: More than 80 references, 40%+ DAX-listed
Core Competences:
Open Innovation / Customized Innovation
Online Communities
Online Market Research
Design Theory & Strategy
Industrial, Graphic & Interaction Design
Online IT Solutions & Software Design
Board
Dr. Michael Bartl (CEO Innovation Research)
Dr. Johann Füller (CEO Innovation Community)
Michael Schmidt (CEO Innovation Design)
HYVE Key Facts & Figures
31.10.2011 5 © 2011 HYVE Innovation Community GmbH
Netnography
Insights
Lead User
Method
Co-Creation
Study
InsightBoard
Crowdsourcing
Platforms
Online Testing &
Promotion
Social Media
Concept Model
Innovation and Co-Creation Methods by HYVE
Tools along the innovation process
Consumer Insights Ideas & Designs Concepts & Prototypes Product Solutions Commercialization
Constant integration of consumers into the innovation process
31.10.2011 6 © 2011 HYVE Innovation Community GmbH
The relevance of Crowdsourcing &
Social Media
31.10.2011 7 © 2011 HYVE Innovation Community GmbH ©2011 HYVE Innovation Community GmbH
If you are not online, you don‘t exist!
31.10.2011 8 © 2011 HYVE Innovation Community GmbH
A new type of active consumers have evolved from Social Media…
network discuss
articulate their needs
generate knowledge
rate products
design products
analyze products
recommend products
market products
create celebrities
collect donations
get involved & support each other
protest
Discussion Boards
Wikis Consumer platforms
31.10.2011 9 © 2011 HYVE Innovation Community GmbH
Wikipedia comprises >18 million articles in 250 languages
Studies have shown that Wikipedia is even more precise than„Encyclopedia Britannica“
31.10.2011 10 © 2011 HYVE Innovation Community GmbH
200 billion # of hours American adults spend in front of the TV every
year
Consumers are active, you just have tap this potenital…
100 million hours have been required, to write Wikipedia so far
100 Mio.
11 ©2011 HYVE AG
Social Media in #s
750 million
# of Facebook users
4 billion
# of shared user-generated content a day
52%
of Facebook
users log in
at least once
a day
70%
of all Facebook users
use external
applications of
facebook every
month
130
average # of
friends
80
# of pages, groups and events the
average user is connected to
200 million
# of Twitter users 37%
of all Twitter
users check their
tweets more
than once daily 77%
of the top 100
companies do
have a Twitter
account
>200 million
# of tweets per day
456 # of tweets per
second the day
Michael Jackson
died
66%
of all
users are
following
brands to
receive
discounts
3 billion
# of watched videos per day
100 million # of users who share,
like and comment
videos per week
8
years
of video content are
uploaded daily
150
of YouTube videos are
watched daily on
50%
of all videos have been
commented, rated or
shared by the
community
70%
of all video views
are generated
outside the USA
Source: mashable.com, facebook.com, twitter.com, youtube.com
12 ©2011 HYVE AG
Companies can reach not only one but a whole network of consumers due to the
transparent „sharing“-behavior in social networks!
13 ©2011 HYVE AG
How does HYVE use these technologies and
their potential for its clients?
14 ©2011 HYVE AG
Crowdsourcing
Social Design
15 ©2011 HYVE AG
ScrapLab by HYVE
Recycling 2.0
Generating innovative & creative
designs made from scrap
Nurturing consumers recycling &
sustainability consciousness
Objectives
Approach
Design contest over a period of 10
weeks
9 different categories
Strategy: To establish a long-term
platform
www.scraplab-community.com
16 ©2011 HYVE AG
ScrapLab by HYVE
Platform
17 ©2011 HYVE AG
Social Responsibility
Social Interaction & Co-operation
Community-based Innovation
Wisdom of the Crowd & Creativity
Sustainable Products
18 ©2011 HYVE AG
605 Designs
1.233 Members
3.594 Evaluations
1.778 Comments
853 Messages
25.116 Visitors
192.968 Page Impressions
7 min Ø duration of visit
19 ©2011 HYVE AG
Crowdsourcing Design
20 ©2011 HYVE AG
Generation of ideas &
designs for adhesive
packaging
Identifikation of trends &
innovative ideas by
integrating external
knowledge
Idea & Design contest
Target group: Designer
worlwide
Evaluated by expert jury
Submission period: 8
weeks
Objectives
Approach
Henkel Adhesive Packaging Design Contest
www.packaging-designcontest.com
21 ©2011 HYVE AG
„Adhesive Packaging Design Contest“: The Platform
22 ©2011 HYVE AG
User-Generated-Content: a cross selection
385 Designs
1.042 Members
7.151 Evaluations
3.446 Comments
2.938 Messages
www.packaging-designcontest.com
23 ©2011 HYVE AG
Crowdsourcing Technology
24 ©2011 HYVE AG
Volkswagen - App my ride Infotainment Contest Platform
Generation of
applications & ideas for
car infotainment
Identification of
technology trends
Idea & App
development contest
Target group:
developers as well as
tech-savvy and
interested parties
worlwide
Submission period: 8
weeks
Objectives
Approach
www.app-my-ride.com
25 ©2011 HYVE AG
Apps
431 Ideas
96 developed Apps
1038 Members
5.776 Evaluations
www.app-my-ride.com
26 ©2011 HYVE AG
Crowdsourcing
Product Testing & Promotion
31.10.2011 27 © 2011 HYVE Innovation Community GmbH
Within 11 weeks, more than 6.000 people of the new target
group actively participated in the “World Traveller’s Challenge”
on Facebook.
Due to the viral spread 28.000.000 contact points have been
established on the social web.
Social Media Campaign
Example: Swarovski Optik
Task:
To reach a new segment,
which is travellers and
adventurer, a Facebook
Campaign was launched to
gain brand- and product
awareness.
www.facebook.com/swarovskioptik.leisure
31.10.2011 28 © 2011 HYVE Innovation Community GmbH
Social Media Campaign
Example: Swarovski Optik
To attract the new target group a lively and playful online environment was constructed
www.facebook.com/swarovskioptik.leisure
31.10.2011 29 © 2011 HYVE Innovation Community GmbH
Product Testing
Example: Swarovski Optik (Binoculars)
Task:
To allow the new target group
to gain product experience, a
testing campaign was
conceptualized and installed
on facebook.
The interactive facebook application was designed to allow anyone
interested to apply as one of 20 official Swarovski Optik product
testers. Within the application phase users had to upload their
letter of application including their hobbies, leisure activities, and
the preferred area of application. Within a time period of 6 months,
the testers upload their product experience in terms of reports,
pictures and videos.
www.facebook.com/swarovskioptik.leisure
31.10.2011 30 © 2011 HYVE Innovation Community GmbH
Crowdsourcing
Merchandise
31.10.2011 31 © 2011 HYVE Innovation Community GmbH
4711 – Design Contest for merchandise & freaky product ideas
www.your.4711.com
31.10.2011 32 © 2011 HYVE Innovation Community GmbH
Crowdsourcing
Architecture
31.10.2011 33 © 2011 HYVE Innovation Community GmbH
Despar Design Contest – Social Media meets Architecture
www.designcontest.despar.it
34 ©2011 HYVE AG
Why Crowdsourcing?
New perspectives
Untapped ideas
Idea variety
Fresh input
Awareness
Because of DIVERSITY!
35 ©2011 HYVE AG
Why do users care about
crowdsourcing anyway?
36 ©2011 HYVE AG
Participants‘ motives for taking part in crowdsourcing projects
Participants‘ motives
Symbolic motivation
• Recognition and acknowledgement
• Self-projection
• Community status
• Openly enjoying creativity
Benefit motivation
• Access to relevant and authentic information
• Monetary rewards
• Expecting future benfits (improved products & services.)
Hedonistic motivation
• Fun
• Fascination
• Curiousness
• Challenge
• Self-realization
Social motivation
• Altruism
• Identification
• Friendship
• Peer-to-peer discussion
extrinsic intrinsic
37 ©2011 HYVE AG
HYVE‘s pre-requisites for
happy clients &
happy participants
38 ©2011 HYVE AG 38
Make sure the community feels taken care of.
Focus on the community and its individual participants.
Make sure to offer the right incentives.
Only a happy community that feels included, adequately reimbursed
and taken seriously is capable of meeting companies‘ goals while
having fun being part of it.
39 ©2011 HYVE AG
INNOVATION
COMMUNITY
31.10.2011 40 © 2011 HYVE Innovation Community GmbH
cari
na.t
hu
err
idl@
hyve
.de
www.hyve.de
for your attention!