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Using Culturally Diverse Crowds To Source Global 
Ideas 
@YannigRoth 
PhD student @SorbonneParis1 
Research Fellow @eYeka ...
CROWDSOURCING 
Crowdsourcing: 
“Obtaining services, ideas, or content by soliciting a large group of people […] rather tha...
CROWDSOURCING 
BUSINESS BRIEF 
COMMUNITY BRIEF 
OPEN COMPETITION 
MODERATION, 
& ANALYSIS 
WINNER SELECTION, 
IP TRANSFER ...
INNOVATION 
FOR INNOVATION IDEAS 
Best used early in the Ideas Phase 
67 
IDEAS 
RESULTS 
›The eYeka community inspired P&...
233 
IDEAS 
WE GENERATED 
FROM 
37 COUNTRIES 
5 
WEEKS 
IN 
FOR HYUNDAI 
FOR EXECUTION / TACTICS IDEAS 
Use after the Camp...
SOCIAL CONTENT 
FOR SOCIAL CAMPAIGNS BY THE CONSUMERS, FOR THE CONSUMERS 
RESULTS 
›Videos from France, Belgium, UK & Port...
BRAND CONTENT 
RESULTS 
›The « #ChangeDestiny » was brought to life by talended creators. Videos from France and Ukraine a...
Creativity: 
“The production of ideas that are simultaneously novel and useful“ 
(Amabile, 1983, 1996)
Culture: 
“A set of shared knowledge, values, norms, and beliefs that unite a collective group, such as a country“ 
(Chiu ...
RESEARCH: CREATIVITY ACROSS CULTURES 
« Rates of innovation are most closely associated with the cultural value of uncerta...
RESEARCH: CREATIVITY ACROSS CULTURES 
« English- and Chinese- speaking basketball communities differ with regard to their ...
RESEARCH: CREATIVITY ACROSS CULTURES 
« Tight societies tend to have greater order, precision, cohesion, stability, and re...
RESEARCH: CREATIVITY ACROSS CULTURES 
« Individuals from tight cultures are less likely […] to engage in and succeed at fo...
There’s much more 
to explore… 
Thank you for 
your attention!
Using Culturally Diverse Crowds To Source Global Ideas
Using Culturally Diverse Crowds To Source Global Ideas
Using Culturally Diverse Crowds To Source Global Ideas
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Using Culturally Diverse Crowds To Source Global Ideas

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Crowdsourcing has been used for many things since the mid 2000s and businesses are using it on an almost industrial scale. When it comes to marketing and innovation, the world's biggest brands use crowdsourcing - asking the global crowd for creative, innovative and/or insightful ideas through online competitions - and use this diverse output to innovate faster or advertise better.

In this presentation, given at the 2014 BAQMaR Conference on November 26th, 2014, I address how global crowdsourcing helps brands get fresh creative inspiration for both global and local problems. I present some insights into the composition of the global creative communities, the work that they do for brands, the most unlikely people to inspire massive advertising campaigns as well as scientific research findings that relate to this emerging phenomenon.

Publié dans : Business
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Using Culturally Diverse Crowds To Source Global Ideas

  1. 1. Using Culturally Diverse Crowds To Source Global Ideas @YannigRoth PhD student @SorbonneParis1 Research Fellow @eYeka 2014 @BAQMaR Conference November 26th, Ghent
  2. 2. CROWDSOURCING Crowdsourcing: “Obtaining services, ideas, or content by soliciting a large group of people […] rather than traditional employees or suppliers“ Merriam-Webster Dictionary (since 2011)
  3. 3. CROWDSOURCING BUSINESS BRIEF COMMUNITY BRIEF OPEN COMPETITION MODERATION, & ANALYSIS WINNER SELECTION, IP TRANSFER 1 2 3 4 5
  4. 4. INNOVATION FOR INNOVATION IDEAS Best used early in the Ideas Phase 67 IDEAS RESULTS ›The eYeka community inspired P&G’s commercial and technical teams with many ideas that will feed P&G’s « Initiative Master Plan ». Oral-B launched the first connected toothbrush. WE GENERATED FROM 28 COUNTRIES 3 WEEKS IN FOR ORAL-B Community output P&G product launch
  5. 5. 233 IDEAS WE GENERATED FROM 37 COUNTRIES 5 WEEKS IN FOR HYUNDAI FOR EXECUTION / TACTICS IDEAS Use after the Campaign has been established RESULTS ›The winning idea from an italian creator was adapated by Hyundai into a series of print ads that ran in global publications such as The Economist. ADVERTISING IDEAS Winning idea Print ad campaign
  6. 6. SOCIAL CONTENT FOR SOCIAL CAMPAIGNS BY THE CONSUMERS, FOR THE CONSUMERS RESULTS ›Videos from France, Belgium, UK & Portugal were used and amplified by Eurostar in the « Stories are waiting » campaign. 27 VIDEOS WE GENERATED FROM 11 COUNTRIES 5 WEEKS IN FOR EUROSTAR Winning videos
  7. 7. BRAND CONTENT RESULTS ›The « #ChangeDestiny » was brought to life by talended creators. Videos from France and Ukraine are now used on SK- II’s YouTube and Facebook channels across Asia 21 VIDEOS WE GENERATED FROM 7 COUNTRIES 7 WEEKS IN FOR SK-II FOR CAREFULLY CURATED FILMS WITH HIGH-PRODUCTION VALUES
  8. 8. Creativity: “The production of ideas that are simultaneously novel and useful“ (Amabile, 1983, 1996)
  9. 9. Culture: “A set of shared knowledge, values, norms, and beliefs that unite a collective group, such as a country“ (Chiu and Hong, 2006)
  10. 10. RESEARCH: CREATIVITY ACROSS CULTURES « Rates of innovation are most closely associated with the cultural value of uncertainty acceptance, but lack of power distance and individualism also are related to high rates of innovation » (Shane, 1993)
  11. 11. RESEARCH: CREATIVITY ACROSS CULTURES « English- and Chinese- speaking basketball communities differ with regard to their structural dimensions, the way innovations are developed, the innovative output, as well as members’ underlying motives » (Jawecki et al., 2011)
  12. 12. RESEARCH: CREATIVITY ACROSS CULTURES « Tight societies tend to have greater order, precision, cohesion, stability, and resistance to change [while] loose societies tend to have less order and cohesion, and more deviance, innovation, and tolerance for change. » (Gelfand, Nishii & Raver, 2006)
  13. 13. RESEARCH: CREATIVITY ACROSS CULTURES « Individuals from tight cultures are less likely […] to engage in and succeed at foreign creative tasks. [However] we also found that in the cases of individuals innovating in their own or culturally close countries, cultural tightness increases the likelihood of engagement and success. » (Chua, Roth & Lemoine, forthcoming)
  14. 14. There’s much more to explore… Thank you for your attention!

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