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Destruction of an industry or a future we need to embrace?by: Daniel Neville
Crowdsourcing Creativity
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
1. 19th Century Oxford English Dictionary
2. 1798 Longitude Prize
Then came technology....
Not A New Idea…
1. Larger2. Connected3. Contributing in many ways/range of skill levels
With Tech. The Crowd Is..
1. Larger2. Connected3. Contributing in many ways/range of skill levels
With Tech. The Crowd Is..
3 Types of Crowdsourcing4 Applications of Crowdsourcing
Crowdsourcing Applied To Business
3. Organisation: inbound links + peer voting = organisation of information
Types Of Crowdsourcing
3. Organisation: inbound links + peer voting = organisation of information
Types Of Crowdsourcing
Traditional Model Vs. CrowdsourcingPay by the hour
More brains = more hours
Costs grow exponentially withthe number of solutions
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
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
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
Costs grow exponentially withthe number of solutions
Pay for what you use
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
Costs grow exponentially withthe number of solutions
Pay for what you use
lack of a fresh perspective = old eyes
Not limiting yourself to traditional ‘creatives’
Traditional Model Vs. CrowdsourcingPay by the hour Connectivity & incentive =
exponential reach
More brains = more hours Cost does not increase as contributors join in
Costs grow exponentially withthe number of solutions
Pay for what you use
lack of a fresh perspective = old eyes
Not limiting yourself to traditional ‘creatives’
Customer insight = new perspective
Traditional Model Vs. CrowdsourcingPay by the hour Connectivity & incentive =
exponential reach
More brains = more hours Cost does not increase as contributors join in
Costs grow exponentially withthe number of solutions
Pay for what you use
lack of a fresh perspective = old eyes
Not limiting yourself to traditional ‘creatives’
Customer insight = new perspective
Interaction & engagement
Traditional Model Vs. CrowdsourcingPay by the hour Connectivity & incentive =
exponential reach
More brains = more hours Cost does not increase as contributors join in
Costs grow exponentially withthe number of solutions
Pay for what you use
lack of a fresh perspective = old eyes
Not limiting yourself to traditional ‘creatives’
Customer insight = new perspective
Interaction & engagement
New approach = innovation
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
Why Does The Crowd Participate?
2. The “Ideas Economy”
Supply and demand are not regulated by money or time... But rather on the VALUE of what's on offer
Why Does The Crowd Participate?
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
Why Does The Crowd Participate?
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
Why Does The Crowd Participate?
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
Why Does The Crowd Participate?
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
Why Does The Crowd Participate?
www.ideabounty.com is a crowdsourcing platform for creative/marketing ideas & solutions with 1,000’s of registered creatives ready to tackle your brief.
• 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
• Helps with Idea selection• Separates good Ideas from really good Ideas
Idea Bounty Scoring System
• Helps with Idea selection• Separates good Ideas from really good Ideas• Feedback & reward system for creatives
Idea Bounty Scoring System
• 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
Idea Bounty Scoring System
• 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• On brief/brand• Clear• Practical • Campaignable • WOW factor
Idea Bounty Scoring System
• 24 345 Unique visitors• 68 Countries UkSouth AfricaUSABrazilPortugal
Post Brief Stats
• 24 345 Unique visitors• 68 Countries UkSouth AfricaUSABrazilPortugal
• 168 (1895) Mentions of the brief online (blog posts, articles)
Post Brief Stats
• 24 345 Unique visitors• 68 Countries UkSouth AfricaUSABrazilPortugal
• 168 (1895) Mentions of the brief online (blog posts, articles)• 67 894 Video Views
Post Brief Stats
• 24 345 Unique visitors• 68 Countries UkSouth AfricaUSABrazilPortugal
• 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) • 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.
We want ideas that make living a more sustainable life appealing, aspirational and
cool.
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
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.
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
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
