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Crowdsourcing Use the power of the crowd
@YannigRothResearch Fellow @eYekaPhD student @SorbonneParis1
“Tapping into the power of many“
R. Dawson
Crowdsourcing
“Crowdsourcing is a type of participative online activity in which an individual, an institution, a non-profit organization, or company proposes to a group of individuals of varying knowledge, heterogeneity, and number, via a flexible open call, the voluntary undertaking of a task [which] always entails mutual benefit. The user will receive the satisfaction of a given type of need [...] while the crowdsourcer will obtain and utilize to their advantage that what the user has brought to the venture“
E. Estellés-Arolas & F. González Ladrón-de-Guevara
Crowdsourcing
Crowdsourcing
1. A company posts a problem online2. A vast number of individuals offer
solutions3. The winning ideas are rewarded4. The company uses the output for its
own gain
D. Brabham
The Contest Era
- “Long before the term crowdsourcing or even the Internet existed, Pillsbury was running the Bakeoff to engage consumers in the brand, generate public awareness, and identify creative uses of their products” (Parvanta, Roth & Keller, 2013)
- The book and the film The Prize Winner of Defiance, Ohio features a lot of other examples: Chevrolet, Colgate, Dr Pepper, Heinz, Kleenex, Lipton, Lucky Strike, Purina…
More recent history of crowdsourcing
Crowdsourcing by World's Best Global Brands (Timeline, data from July 2013)
FMCG: “Invent the future of digital scents”
BEVERAGE:“Create a new drinking experience
for our new whisky in China”
FMCG:“Create the best baby milk for working
mums in China”
FINANCE: “Imagine the credit card of the
future”
FMCG:“What does this gum say about you that no
other gum conveys?”
KRAFT:“Tell us what is unique about Mini-
Oreo”
COCA-COLA: “Illustrate Energizing Refreshment in your
own style”
GILLETTE:“Men, what is the ideal shop for
you?”
VOLVIC:“Restyle the 50cl water bottle”
HYUNDAI:“Shows us how Veloster challenges
conventions”
AUTOMOTIVE: “How would you move around in
20 years?”
BEVERAGE:“Create a new drinking
experience for our new whisky in China”
KRAFT:“Tell us what is unique
about Mini-Oreo”
GILLETTE:“Men, what is the ideal
shop for you?”
VOLVIC:“Restyle the 50cl water
bottle”
HYUNDAI:“Shows us how Veloster challenges conventions”
CITROËN:“Personalize the DS3’s roof, mirror, dashboard
and wheel rims”
UNILEVER:“Invent the shower of the future”
COCA-COLA: “Illustrate Energizing
Refreshment in your own style”
IdeasContent
IDEAnoun \ī-ˈdē-ə, -ˈdēə also ˈī-(ˌ)dē-ə or ˈī-dē\
A thought, plan, or suggestion about what to do
“Tell us an unconventional and surprising story about how a resourceful mum creatively teaches her child(ren) an important
lesson, through dirt and stains.”
https://clients.eyeka.net/projects/7121-Dirt-is-Good/submissions/670916
(login needed) http://www.youtube.com/watch?v=wQ4xVLoA7Mk
Ideas
Content
CONTENTnoun \ˈkän-ˌtent\
The principal substance offered by a World Wide Web site
“Show us how Titanium can give you an unexpected edge by transforming an object in your life into a stronger and more durable
“Titanium” version.”
#1 Design CategoryCreator: LucasOttoMuller
Country: Argentina Gender: Male
#3 Design CategoryCreator: Yunganghui Country: South Korea
Gender: Female
17.1% VTR21% VTR EvangelioneYeka
eYeka had the lowest cost to conversion across all campaigns (current and past): 54% vs. historical
The Future?
A shift in innovation and marketing
Gartner sees a massive shift toward applications of crowdsourcing in advertising, online communities, scientific problem solving, internal new product ideas, and consumer-created products:
- “By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourced solutions”
- “Consumer goods companies that employ crowdsourced solutions in marketing campaigns or new product development will enjoy a 1 percent revenue boost over noncrowdsourced competitors by 2015”
A shift in content production
Digital video took in $1.3 billion in revenue during the first six months of 2013, which represents an uptick of 24% over the first half of 2012, at $1.1 billion
- “Digital video delivers avid viewership and strong brand-building opportunities.”
Just 10% felt video has had little impact on their overall marketing ROI, hence about 70% of surveyed marketers said they will increase spending on video marketing in 2013
More people
More proofs
Image by SalFalko
More partnerships
Food for thought
• Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press• Dawson, R. (2012). Getting Results From Crowds: The definitive guide to using
crowdsourcing to grow your business (2nd ed.)• Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of
Business. Crown Business• Lebraty, J.-F., & Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd and John Wiley &
Sons Inc.• Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The
emerging roles of crowdsourcing platforms. In R. J. DeFillippi & P. Wikström (Eds.), International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography. Edward Elgar Publishing Ltd.
• Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard Business Review, (June).
