My Shortkeynote at the CoCreation und Collaboration Workshop at the betahaus, Berlin

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CoCreation und Collaboration
How to start a Crowdstorm
Jörn Hendrik Ast
Kreuzberg, Juli 2013

2. IDEAS FROM OUTSIDE
Can be realized!
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3. IDEAS FROM OUTSIDE
Can be beautiful!
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4. labor
networks
data
capital
assets
then now
employees
contractors
other organizations
traditional media
(tv, newspapers,
out of home)
purchase / brokers
generate directly
banks
private equity
public markets
purchase
lease
build
exptertise, opinion, feedback from the crowd
expert crowds
customer crowds
public crowds
access networks from the crowds
social networks
sharable content
big data from crowds
data as a by-product
very low cost data production & access
crowdfunding
access capital from the crowds
collaborative consumption
direct access to assets from the crowds
SOME CONTEXT
Lets roll the dice.
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5. CONTEXT
The past: Brainstorming
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Alex F. Osborn (the O in BBDO)
“when it comes to thinking, let’s
try to act as if we were two
people – at one time, a thinker
upper, a producer of ideas; at
another, a weigher of ideas”
About 65 years ago

6. CONTEXT
The future: Crowdstorming
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BRAINSTORMING +
LOW TRANSACTION
COST =
CROWDSTORMING

7. jovoto is a crowdstorming*
platform to solve creative
challenges with a global
community of creative
professionals.
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*crowdstorming =
brainstorming at scale

8. LIMITED DESIGN EDITION FOR VICTORINOX
Design&Branding
Task
This project challenged the community
to create designs of a uniqueness that
would evoke impulse purchases.
Overall, the client‘s intention was to
become „more than a red pocket
knife“.
Results
• More than 2,500 creatives from 61
countries participated
• 10 designs from the project are now
available as a limited design edition
Specifics
• The 10 awarded designs were sold
more than 72% better than all previous
limited design editions.
Further Information
• final result: bit.ly/jvto-vic
• Media Coverage (W&V, german): bit.ly/
jvto-vic2
PR
Jury
PUBLIC
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9. LIFE EDITED - THE APARTMENT OF THE FUTURE
Task
This project dared the creatives to
design a 420sf apartment in a way that
would combine sustainability and
environmental responsibility with a free
and social lifestyle.
Results
• more than 4,500 architects, designers
and other creatives participated
• despite the complex task, there were
298 entries with over 6,000 detailed
versions
Specifics
• 650,000+ page views on the project
page lifeedited.com
• 15000.000+ media impressions
• In May 2012, the winning idea was
implemented in an apartment in New
York Soho.
Further Information
• final result: bit.ly/jvto-le
• Video of the completed apartment:
bit.ly/jvto-hill
PR
Jury
PUBLIC
Architecture&InteriorDesign
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10. CAMPAIGN IDEAS FOR GREENPEACE
Task
A change to renewable energy was
crucial. The client was looking for a
logo and keyvisual including a tagline.
Result
• More than 315 detailed designs with
881 variations were submitted
• There were more than 1,500 comments
and 8,000 votings on the idea
Further Information
• final result: bit.ly/jvto-green
Communication
PR
Jury
PUBLIC
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11. WHY CROWDSTORMING?
Unlimited Access to Talent
• There is always more talent outside than
inside an organization
• jovoto allows you to capture this outside
talent to foster innovation and build
competitive advantage
1 Art of the Possible
• If you solve your task with a very large pool
of talent this results in a broad screening of
the art of the possible.
• Traditional methods aren‘t cost efficient
when it comes to generating a comparable
bandwidth of inspiration.
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Better results
• Crowdstorming begins with an open call for
participants.
• Taking part is voluntary and thus a question of the
participant‘s motivation only.
• The freedom to participate fosters a better
motivation that in return results in better
outcomes
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Crowdstorming allows to outsource creative tasks via the web to
talent residing outside the own organization.
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12. PROCESS OVERVIEW
Briefing Social Creative Process
Community Experts Client
Evaluation
Result
Crowdstorming can only be successfully when organized and managed from end to end. Our holistic
approach opens the idea funnel and closes it in the end.
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13. HOW JOVOTO WORKS – The Art of the Possible
jovoto turns your challenge into an inspiring creative project. From the creative brief to the
evaluation of the results - the entire process is structured and quality controlled by jovoto.
Social Creative
Process
Art of the
Possible
Briefing
Collaboration & Competition
• A unique blend of collaboration and
competition (co-opetition) is sets a new
standard in work culture
• This interdisciplinary approach
produces new and fresh ideas
Transparency
• At all times, you have direct insight
into the creative process
• Thereby you can follow the
evolution of ideas from early
sparks to fully polished concepts
Feedback
• Other talents‘ input helps creatives to
improve their ideas
• Seeing the ideas evolve creates invaluable
learnings re: the own brand / company
Fun
• The combination of fun
competition and positive work
culture drives better results
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14. HOW JOVOTO WORKS – Evaluation
Art of the
Possible
After the project the large amount of submitted ideas will be vetted through a fast and cost efficient
filtering process. jovoto offers the right tools to identify the best results.
External Filter
• Jury Voting: Evaluation by selected judges and
experts
• Facebook Voting: Evaluation through fan
communities on Facebook.
• Target Group Voting: Evaluation through
qualified target groups and lead consumers
Your Decision
• Intuitive online tools
enabling your employees to
easily vote on ideas
• Presentations & Workshops
• Idea books
Community Filter
• In depth evaluation by the
community
• Customizable evaluation criteria
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16. Start your project on jovoto and
work with our global creative
community.
Jörn Hendrik Ast
Sales & Marketing
+49 (0) 30 80 20 878 14
+49 (0) 171 369 53 36
jhast@jovoto.com
jovoto GmbH
Prinzessinnenstraße 20
10969 Berlin
www.jovoto.com
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