Crowdsourcing @ MigrosNew products developed by the communitySMWF London - 19. March 2013Markus Maurer, Social Media Consu...
What do this products have in common?                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 2
Migros – A swiss retailer                                                               • cooperative                     ...
Migros                                BrandAsset™ Valuator Switzerland 2011         Crowdsourcing @ Migros | Markus Maurer...
Migros – A swiss retailer                      Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 5
Migros has Social Media in the DNA                     Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 6
Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 7
Social Media @ Migros                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 8
Migipedia            Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 9
Quelle: http://youtu.be/8Z4jt6nGVWoCrowdsourcing @ Migros | Markus Maurer           SMWF 2013 | Seite 10
www.migipedia.ch                                                                       13‘000 products     15’000 ideas fo...
Migipedia            Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 12
480 negative feedbacks         in 10 days   Automatic report to the      Product Manager  Decision: Back to the old     qu...
Migros on Social Media                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 14
Why Crowdsourcing?„The best way to have a good idea     is to have a lot of ideas.“                                       ...
Wisdom of the crowd                                          «One day in the Fall of 1906, the                            ...
There are different ways  • Active Crowdsourcing for new products  • Passive Crowdsourcing  • Identification of soft facto...
When you listen …                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 18
Mixi Maxi            Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 19
Our customers would like …                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 20
Our customers would like …                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 21
Building a bridge!                     Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 22
Our customers would like …                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 23
Our customers would like …                   +                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Sei...
Case - Vanilla Coke                      Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 25
Time goes by               Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 26
…    «Not possible ...»           «No potential ...»                            «Coca Cola is not                         ...
Make your customer the hero!           +                                                 =                    Crowdsourcin...
The result:              Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 29
Crowdsourcing – The Wisdom of crowds                   Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 30
Crowdsourcing Process  • What‘s our goal?  • Workshop «Define the question» (incl. community members)  • Brainstorming wit...
How much time do we need for Crowdsourcing?  Define the   Brainstorming    Boil down                Testing the      Evalu...
Crowdsourcing Blévita    “Within 24 hours the community suggested 500     new flavours. Altogether 1100 were posted.”     ...
Tasting          Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 34
A new product is born     «4323 Customers have voted! „Blévita  Gruyere“ is the winner with 32% of the votes!»            ...
Crowdsourcing Examples                  Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 36
Mojito Tooth Paste                     Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 37
Key Benefits of Crowdsourcing  • Outside the box thinking  • Customer focused  • Customer loyality  • Lower flop-rate  • C...
Involvment of the customer                    Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 39
Good to know  • Have a clear definiton of the question  • Have a clear goal – What do you want?  • Have a diverse communit...
Many new products hit the   stores every week.Crowdsourced products,  have a story to tell!         Crowdsourcing @ Migros...
“Do you wish people to think        well of you?Dont speak well of yourself.”                                             ...
Customers would like to buy goodsthey actually want!       Crowdsourcing @ Migros | Markus Maurer   SMWF 2013 | Seite 44
http://about.me/markusmaurerThank you!   http://twitter.com/kusito             markus.maurer@mgb.com
Links:Migipedia:              http://www.migipedia.ch/Crowdsourcing:          http://en.wikipedia.org/wiki/CrowdsourcingFr...
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.

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Crowdsourcing @ Migros

  1. 1. Crowdsourcing @ MigrosNew products developed by the communitySMWF London - 19. March 2013Markus Maurer, Social Media Consultant @ Customer & Web Intelligence
  2. 2. What do this products have in common? Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 2
  3. 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. 4. Migros BrandAsset™ Valuator Switzerland 2011 Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 4
  5. 5. Migros – A swiss retailer Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 5
  6. 6. Migros has Social Media in the DNA Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 6
  7. 7. Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 7
  8. 8. Social Media @ Migros Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 8
  9. 9. Migipedia Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 9
  10. 10. Quelle: http://youtu.be/8Z4jt6nGVWoCrowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 10
  11. 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. 12. Migipedia Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 12
  13. 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. 14. Migros on Social Media Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 14
  15. 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. 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. 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. 18. When you listen … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 18
  19. 19. Mixi Maxi Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 19
  20. 20. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 20
  21. 21. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 21
  22. 22. Building a bridge! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 22
  23. 23. Our customers would like … Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 23
  24. 24. Our customers would like … + Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 24
  25. 25. Case - Vanilla Coke Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 25
  26. 26. Time goes by Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 26
  27. 27. … «Not possible ...» «No potential ...» «Coca Cola is not able to deliver ...» Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 27
  28. 28. Make your customer the hero! + = Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 28
  29. 29. The result: Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 29
  30. 30. Crowdsourcing – The Wisdom of crowds Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 30
  31. 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. 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. 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. 34. Tasting Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 34
  35. 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. 36. Crowdsourcing Examples Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 36
  37. 37. Mojito Tooth Paste Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 37
  38. 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. 39. Involvment of the customer Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 39
  40. 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. 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. 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. 43. Customers would like to buy goodsthey actually want! Crowdsourcing @ Migros | Markus Maurer SMWF 2013 | Seite 44
  44. 44. http://about.me/markusmaurerThank you! http://twitter.com/kusito markus.maurer@mgb.com
  45. 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
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