The State of Crowdsourcing: Are the Biggest Brands Really Opening Up to Consumer Creativity
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By Joel Cera, eYeka. Presented at Crowdsourcing Week Global 2015. Learn more and join us at our next event: www.crowdsourcingweek.com
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The State of Crowdsourcing: Are the Biggest Brands Really Opening Up to Consumer Creativity
- 1. The State of Crowdsourcing in 2015 Are the World’s biggest brands openingup to consumer creativity? A trendreport by
- 2. 2006
- 3. 2015
- 4. • Crowdsourcing activity of the 100 Best Global Brands since 2004 Our Data Set
- 5. Crowdsourcing activity of the 100 Best Global Brands since 2004
- 6. 85% of the 2014 Best Global Brands have used crowdsourcing this decade. Cumulative crowdsourcing adoption by the Best Global Brands since 2004 Crowdsourcing is the new normal
- 7. FMCG and Technology brands dominate the crowdsourcing space In 2014, FMCG brands have overtaken technology brands in terms of crowdsourcing usage.
- 8. 10 major FMCG companies on four leading crowdsourcing platforms in 2013 and 2014
- 9. Evolution of crowdsourcing usage by FMCG companies for the years 2013 and 2014
- 10. The 15 Best Global Brands that most use crowdsourcing since 2004, shown by sector
- 11. How has crowdsourcing adoption evolved?
- 12. Type of content crowdsourced in the last decade by the Best Global Brands
- 13. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Video crowdsourcing Authentic, consumer-based brand storytelling Since 2006, Doritos has involved consumers in creating advertisements that would air during the Super Bowl.
- 14. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Idea crowdsourcing New product, service or campaign ideation In 2014, Oral B launched the world’s first connected toothbrush, inspired by ideas submitted to an eYeka contest.
- 15. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Design crowdsourcing Packaging and retail concept creation In 2014, the Serbian brand Doncafé launched a redesigned packaging, created by a contest winner from California.
- 16. Type of content crowdsourced in the last decade by the Best Global Brands
- 17. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Casting or Personal Stories Featuring consumers in campaigns In 2006, Mc Donald’s “Global Casting Call” crowdsourced consumer stories and featured the best ones on its food packaging.
- 18. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Application crowdsourcing Find mobile, TV or augmented reality app ideas In 2014, Ford launched a series of contests to create applications that improve mobility in some of the world’s most challenging cities.
- 19. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example Music crowdsourcing Allowing consumers to invent jingles to remix ringtones In 2011, Nokia asked the Audiodraft community to give its iconic "Grand Valse" ringtone, which appeared in 1992, a crowdsourced lift.
- 20. Type of content crowdsourced in the last decade by the Best Global Brands Type Usage by brands Example “Others” Variety photography, illustration, entrepreneurship or other contests In 2013, the Thomson Reuters Foundation and Nokia invited photographers to submit images capturing the many aspects of women’s empowerment around the world.
- 21. Share of ideas vs. content crowdsourcing, by leading FMCG companies, in 2013 and 2014
- 22. Increase in share of ideas vs. content crowdsourcing, by leading FMCG companies, in 2013 and 2014 Production Ideation 2013 2014 +145%
- 23. Types of websites on which the Best Global Brands have crowdsourced since 2004 The Best Global Brands are 3 times more likely to use crowdsourcing platforms than websites and social media
- 24. Top 15 platforms that organized crowdsourcing for the Best Global Brands since 2004
- 25. What ROI? Invent a new edutainment concept for children 3 weeks v. 3 to 6 months. 700% acceleration Invent new creative concepts for our brand promise Top 10% of all-time best ads 100% adoption of creative materials (v. 47%). Cost saving of 92%. Help us engage with young men online through video content View Through Rate: 21% (Avg 17.5%) Samples application: 3.5% Cost to Conversion 54% lower What could a connected toothbrush do? Successful product launch in market in less than 18 months
Notes de l'éditeur
- The first time the term “crowdsourcing” ever appeared was in 2006, when Jeff Howe wrote an article for Wired in which he explained how firms have started outsourcing a lot of their internal tasks over the web. “Remember outsourcing? Sending jobs to India and China is so 2003,” his article begins. “The new pool of cheap labor [is] everyday people using their spare cycles to create content, solve problems, even do corporate R&D,” explains Howe citing then pioneering crowd-based initiatives like Web Junk 20, iStockphoto, Innocentive and Amazon’s Mechanical Turk platform along the way.
- Now CSW. We have arrived. Are brands really adopting it? Mainstream as oursourcing? Are we drinking our own KoolAid?
- Exists since 2000
- Number of projects from crowdsourcing timeline.
- General Mills, Reckitt Benckiser, PepsiCo, Unilever, Mondelez, The Coca-Cola Company, Nestlé, Procter & Gamble, Kellogg’s and AB Inbev
- Switch to data from crowdsourcing tracking 2013-2014 on 4 platforms Our numbers show that in 2014, FMCG companies have increased their crowdsourcing usage by 48% year-over-year. That year, all ten FMCG companies listed in this report engaged in crowdsourcing on one or more of the platforms listed here (in 2013, General Mills was the only one not to have launched any contest). This growth was fueled by companies such as PepsiCo, Reckitt-Benckiser and Mondelez, with only two brands decreasing their usage between 2013 and 2014: Procter & Gamble and The Coca-Cola Company.
- Crowdsourcing timeline data. We found that THE brand that leads the pack in terms of crowdsourcing is Coca-Cola, the first-ranked of Interbrand’s ranking since the first edition in 2007 (before it was overtaken by Apple in 2014). The beverage brand used crowdsourcing 34 times over the last ten years, while its runner-up and eternal challenger, Pepsi, tapped into crowd creativity 30 times. Then, the worl?d?’s? ?l?e?a?d?i?n?g? ?d?a?i?r?y? ?b?r?a?n?d? ?D?a?n?o?n?e?,? ?S?a?m?s?u?n?g? ?and General Electric (GE) follow in terms of crowdsourcing activity since 2004. To go further, we wanted to explore the crowdsourcing a?c?t?i?v?i?t?y? ?o?f? ?s?o?m?e? ?o?f? ?t?h?e? ?w?o?r?l?d?’s? ?l?e?a?d?i?n?g? ?F?M?C?G? ?producers and marketers. To do that, we examined publicly available data on contests launched by ten leading FMCG companies on four leading crowdsourcing platforms in 2013 and 2014. Just counting the number of contests that these companies launched in these two years shows a sharp increase in crowdsourcing usage.
- FMCG tracking 2013-2014
- Crowdsourcing timeline of video content is the most widely used type of crowdsourcing today, just before idea contests.
- Scott Zabielski california based tv producer (comedy central) spent a total of $2,000 making the winning commercial that aired during the Super Bowl on Sunday evening, capturing an audience that topped 100 million. It also got him a one-year job at Universal Pictures. Nearly 4,900 contestants participated in this year's Doritos contest. Scott Zabielski just can't believe what he won during the Super Bowl: $1 million and a new job.
- Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
- Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
- Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
- April 3, 2006--McDonald's today launched its first-ever online Global Casting Call offering consumers around the world the opportunity to be featured on its packaging seen by 50 million people in more than 100 countries every day. To participate, consumers simply submit a personal story of what they love in 100 words or less and a digital photo capturing the essence of their story at www.mcdglobalcasting.com through May 31, 2006. The website is available in 16 languages. Up to 25 consumers will be selected as McDonald's new packaging "stars" based on submissions that capture the "i'm lovin' it(TM)" spirit with themes of inspiration, passion and fun.
- the Ford Developer Program will be “the first open-source mobile app program in the auto industry. We’re providing developers with the tools they need to ‘talk’ to our SYNC entertainment system and develop mobile apps that are relevant to the car and can be voice activated.” Stefan Cross, a GM spokesman, echoes those thoughts. “We’re opening up apps to developers,” he says. “We plan to preapprove a number of these new applications. We really want to encourage developers to work on this.” http://media.tumblr.com/4ca79b6c3a1373af026ee4e89be293d3/tumblr_inline_mgmhjlfmAj1rpydpj.jpg
- Crowdsourcing of video content is the most widely used type of crowdsourcing today, just before idea contests.
- The Thomson Reuters Foundation-Nokia Photography Award aims to encourage photographers to showcase images of women’s empowerment around the world. The brief is simple: Show us examples of women working to make a difference, whether through acts of leadership, courage and passion or by promoting opportunity, innovation and motherhood. These themes are only limited by your imagination. Ultimately, we want to see positive images, with the power to inspire and trigger change.
- 2013-2014 FMCG data We can see that predominantly, the leading FMCG companies are still crowdsourcing video content, but the numbers also show that the trend is steering away from content, which is losing ground to idea crowdsourcing. The latter is used by these companies to source new product, advertising, activation or retail ideas among creative crowds, and not just video content anymore. This indicates that FMCG companies may be moving away from crowdsourcing as a sole way to produce content faster and cheaper, towards using it as a way to get creativity directly from consumers at various stages of the marketing process.
- We can see that predominantly, the leading FMCG companies are still crowdsourcing video content, but the numbers also show that the trend is steering away from content, which is losing ground to idea crowdsourcing. The latter is used by these companies to source new product, advertising, activation or retail ideas among creative crowds, and not just video content anymore. This indicates that FMCG companies may be moving away from crowdsourcing as a sole way to produce content faster and cheaper, towards using it as a way to get creativity directly from consumers at various stages of the marketing process.
- Interbrand data - timeline
- Crowdsourcing timeline