Crowdsourcing @ Migros
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Crowdsourcing @ Migros

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New products through our online community. How Migros is developing new products with crowdsourcing. Crowdsourcing case study and findings.

New products through our online community. How Migros is developing new products with crowdsourcing. Crowdsourcing case study and findings.

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Crowdsourcing @ Migros Presentation Transcript

  • 1. Crowdsourcing @ MigrosNew products developed by the communitySMWF London - 19. March 2013Markus Maurer, Social Media Consultant @ Customer & Web Intelligence
  • 2. What do this products have in common? Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 2
  • 3. Migros – A swiss retailer • cooperative • 2,1 m members • 1 m customers per day • largest retailer in CH • 86’300 employees • ~600 branches • 3 languages • >50 affiliated companies • CHF 24,9 bn turnover Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 3
  • 4. Migros BrandAsset™ Valuator Switzerland 2011 Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 4
  • 5. Migros – A swiss retailer Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 5
  • 6. Migros has Social Media in the DNA Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 6
  • 7. Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 7
  • 8. Social Media @ Migros Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 8
  • 9. Migipedia Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 9
  • 10. Quelle: http://youtu.be/8Z4jt6nGVWoCrowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 10
  • 11. www.migipedia.ch 13‘000 products 15’000 ideas for a better Migros 130‘000 product feedbacks 30‘000 registered users 80 % are between 35 and 65 years old Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 11
  • 12. Migipedia Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 12
  • 13. 480 negative feedbacks in 10 days Automatic report to the Product Manager Decision: Back to the old quality after 20 daysAfter 30 days we could inform the community
  • 14. Migros on Social Media Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 14
  • 15. Why Crowdsourcing?„The best way to have a good idea is to have a lot of ideas.“ Linus Paulin 1901 - 1994 Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 15
  • 16. Wisdom of the crowd «One day in the Fall of 1906, the British scientist Francis Galton left his Home in the Town of Plymouth and headed for a country fair…» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 16
  • 17. There are different ways • Active Crowdsourcing for new products • Passive Crowdsourcing • Identification of soft factors • Influence the range of products (voting) • Simple poll (name for a new cheese) Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 17
  • 18. When you listen … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 18
  • 19. Mixi Maxi Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 19
  • 20. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 20
  • 21. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 21
  • 22. Building a bridge! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 22
  • 23. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 23
  • 24. Our customers would like … + Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 24
  • 25. Case - Vanilla Coke Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 25
  • 26. Time goes by Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 26
  • 27. … «Not possible ...» «No potential ...» «Coca Cola is not able to deliver ...» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 27
  • 28. Make your customer the hero! + = Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 28
  • 29. The result: Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 29
  • 30. Crowdsourcing – The Wisdom of crowds Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 30
  • 31. Crowdsourcing Process • What‘s our goal? • Workshop «Define the question» (incl. community members) • Brainstorming with the community • Boil down & extract the collected ideas • Production • Tasting with the community, Product Manager, Producer • Poll in the community Production • Samplings for the involved community members Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 31
  • 32. How much time do we need for Crowdsourcing? Define the Brainstorming Boil down Testing the Evaluation Planning and question ideas prototypes of ideas production Workshop 2h Online 2-4 W Workshop 4h Workshop 4h Online 1-2 W Workshop 2h Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 32
  • 33. Crowdsourcing Blévita “Within 24 hours the community suggested 500 new flavours. Altogether 1100 were posted.” Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 33
  • 34. Tasting Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 34
  • 35. A new product is born «4323 Customers have voted! „Blévita Gruyere“ is the winner with 32% of the votes!» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 35
  • 36. Crowdsourcing Examples Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 36
  • 37. Mojito Tooth Paste Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 37
  • 38. Key Benefits of Crowdsourcing • Outside the box thinking • Customer focused • Customer loyality • Lower flop-rate • Cost saving • PR-Stories Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 38
  • 39. Involvment of the customer Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 39
  • 40. Good to know • Have a clear definiton of the question • Have a clear goal – What do you want? • Have a diverse community • Involve the community whenever possible • High mobilisation • «Uniform will» by all people involved • Make a sampling when you launch the product Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 40
  • 41. Many new products hit the stores every week.Crowdsourced products, have a story to tell! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 41
  • 42. “Do you wish people to think well of you?Dont speak well of yourself.” Blaise Pascale Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 42
  • 43. Customers would like to buy goodsthey actually want! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 44
  • 44. http://about.me/markusmaurerThank you! http://twitter.com/kusito markus.maurer@mgb.com
  • 45. Links:Migipedia: http://www.migipedia.ch/Crowdsourcing: http://en.wikipedia.org/wiki/CrowdsourcingFrancis Galton: http://en.wikipedia.org/wiki/Francis_GaltonThe Wisdom of Crowds: http://en.wikipedia.org/wiki/The_Wisdom_of_CrowdsCrowdsourcing Article: http://www.atizo.com/docs/Crowd_innovation_fosters_new_business_opportunities.pdfCrowdsourcing Platform: https://www.atizo.com Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 46