catalyx @ csw copenhagen: technology enabled collaboration for better brand building
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14-16 October 2014 Copenhagen. Europe's crowd conference explores the best practices in crowdsourcing and the collaborative economy that are fundamentally changing society, mindsets and possibilities across all industries. Read more: http://crowdsourcingweek.com/csw-europe-14/#ixzz3GfNivm72 http://crowdsourcingweek.com/csw-europe-14/speakers/TRANSCRIPT
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© Catalyx. The material in this document is owned by Catalyx
Technology Enabled Collaboration for Better
Brand Building
Guy White, Managing Director,
Catalyx
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We unlock value from the collective intelligence of crowds, communities and conversations…
To uncover insight.
To co-create marketing, product & policy
innovation.
To build participant and consumer engagement.
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Our view of brand building (this hasn’t changed)…
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A traditional brand building approach
Learn
(research agency)
Create
(creative agency)
Test
(research agency)
Go
Try again
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A traditional brand building approach
COMPANY CONSUMER
PRODUCT
PURCHASE
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When things go (really) wrong…
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Marketing Crowdsourcing is not new
2014 Pillsbury Bake off Competition
1949 Pillsbury Bake Off Competition Grand Prize Winners
1949 2013
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The disruptor was the technology…
Platform + People + Incentive
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Doing the offline bigger, better and faster online
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Doing the offline bigger, better and faster online
Learn
(research agency)
Create
(creative agency)
Test
(research agency)
Go
Try again
$$$
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It’s not yet perfect…
Echo Chamber remains Massive Waste remains Brand expertise lost
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A second disruption is going on…
True technology enabled collaboration - The Consumer Co-Creation Community
Learn:
Create, Test
and evolve: Ideas:
Engage and
launch:
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From insight to launch in 5 months, 20% brand awareness before launch and so much buzz launch brought forward to meet demand
In conjunction with
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100 ideas, 10 validated concepts, a 12 month digital content calendar, a co-created digital strategy…. In less than a month
In conjunction with
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Disrupting the Brand building mindset
WITH not FOR the end user
Interpret the experts, don’t be the expert
No more silos:
Research and creativity happen at the same time
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But, keeping the important things…
Collaboration not competition Expert skills remain with experts
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A glimpse into the future ? – the crowdsourced Brand – from idea, to design to testing to funding…
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…. To marketing and communication
Technology Enabled Collaboration building better brands 100% by customers, for customers
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© Catalyx. The material in this document is owned by Catalyx