Tag / crowdsourcing

by YannigRoth

Indian crowdsourcing-platform JadeMagnet bets on franchising to fuel its growth

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Manik Kinra, on the left, is Chief Marketing Officer of Jade Magnet (via businesstoday.com)

Today, renown graphic design platforms include Crowdspring (USA), Creads (France), 99designs or Designcrowd (both Australia). An Indian challenger, who recently expanded to the US, the UK and is making inroads into the Middle-East, is pushing with a community of 15,000 creatives – and an innovative growth model. I talked to Manik Kinra, who founded Jade Magnet about two years ago with his friend Sitashwa Srivastava. Here are some excerpts of an interesting conversation about crowdsourcing, local cultural knowledge and ambitions for growth. Continue reading →

by YannigRoth

When co-creation turns sour: upset co-creators and deceiving results

never underestimate the power of stupid people in large groups

A couple of weeks ago, I attended an interesting conference by Geoff Mulgan about social innovation. Before leaving, I briefly asked him what he thought about the Open Innovation pendant of social innovation, and he replied in substance that “it’s an interesting approach, but it hasn’t made its proofs on the large scale. Also, there nothing out there about failed co-creative initiatives, which is nots“. And indeed, there’s not a lot of self-criticism among co-creation / crowdsourcing / open innovation actors, which – I think – would be a wise and healthy initiative. Before waiting this to happen, let’s take a look at some unfortunate initiatives… and see how these cases can improve co-creation efforts. Continue reading →

by YannigRoth

Academic representations of crowdsourcing, co-creation and open innovation

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As part of my work as a PhD student, I read lots of papers about open innovation and/or participative marketing. These papers are highly interesting but, I must admit, sometimes a little repelling with huge chunks of texts, references and citations. Visualizations of the described phenomena are greatly helpful to understand some of this information… I thought it would be interesting to gather a couple of visualizations of my research interests: crowdsourcing, co-creation and open innovation in a blog post ! This is not only quite entertaining, but might help people out there find new sources. Here we go… [this post was last updated on October 6th 2015] Continue reading →

by YannigRoth

One brand, different platforms (Part 4) Siemens wants people to reinvent cities

The world is too fast, complex and networked for any company to have all the answers inside

Yochai Benkler, author of The Wealth Of Networks

After Danone, Heineken and Coca-Cola, who all have fairly different approches to engage consumers via de internet, this post is about the German conglomerate Siemens. Siemens does A LOT of things: from consumer products to communication networks, from healthcare to financial solutions, from lighting to hearing solutions… quite a lot of potential to co-create upon! Siemens sttarted with an internal knowledge management system called ShareNet in 2002, let’s now have a look at how Siemens pilots its innovation efforts by opening up to external knowlegde.

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by YannigRoth

Pourquoi le pâté Le Hénaff a fait du marketing participatif sur une plateforme… suédoise

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Image via mypitch.com

Le marketing participatif est en vogue, on pourrait même dire qu’il a atteint une certaine phase de maturité. Un expert a récemment dit à propos de Coca-Cola que la marque atteignait sa “maturité sociale” puisqu’ils veulent missionner une agence qui surveillerait la e-réputation de la marque au niveau global. L’opération que j’ai découverte récemment sur le site MyPitch.com m’a cependant laissé un peu perplexe: l’année dernière, une marque bretonne (Hénaff) a demandé à des créatifs inscrits sur une plateforme suédoise (MyPitch) de proposer une identité graphique pour une nouvelle marque de produits tartinables bio… WTF? Continue reading →

by YannigRoth

One brand, different platforms (Part 2) Heineken builds on deepness of engagement

The world is too fast, complex and networked for any company to have all the answers inside

Yochai Benkler, author of The Wealth Of Networks

Last week, we highlighted co-creative initiatives of Danone and their preference for global/local communities. As a second part of our series about the way online platforms are being used as intermediaries by brands, we’ll have a look at Heineken, and three different co-creation campaigns run with different actors of the field – and on different platforms, including facebook. Continue reading →

by YannigRoth

One brand, different platforms (Part 1) Danone builds on geographic diversity

The world is too fast, complex and networked for any company to have all the answers inside

Yochai Benkler, author of The Wealth Of Networks

It is the mantra of open innovation advocates: go find outside what you’re unable to figure out by yourself. What started in the scientific field with success stories like InnoCentive or NineSigma, now spreads to product development and marketing. Companies source more and more ideas directly from consumers, with online platforms being the only intermediary, with the logical consequence of an explosion of web-based platforms. Today, distinctive positionings emerge within this new competitive landscape (which is a situation of healthy competition, I think) and brands don’t hesitate to leverage different platforms for different purposes.

This series of posts sheds light on a couple of brands that use that platforms’ in a complementary manner. This week, I take a look at Danone, for which I identified three different co-creation platforms.

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Continue reading →