Crowdsourcing-future-advertising
- 1. SHAPING THE FUTURE OF ADVERTISING 7 STEPS FOR SUCCESSFUL CREATIVE CROWDSOURCING BY DEREK ARIENS MANAGING DIRECTOR, EDGE AMSTERDAM
- 2. I probably do not have to tell you that the creative industry is changing rapidly. Clients are pitching projects instead of long-term relations and trends are shifting from producers to consumers. The consumer is the trend. For all types of agencies, it becomes harder to keep up with online developments, as consumers demand a say in what and why they should buy. Consumers are becoming more involved with brands—whether the brand likes it or not. They contribute to concept designs, create new campaigns, make videos and set up Facebook brand fan pages that attract huge crowds. With a new design software, they can produce pages, clips and videos that can make or break brands. So the questions is: how can you best involve the crowd with your brand or company? The purpose of this whitepaper is to provide you with some ideas about crowdsourcing and how brands and agencies alike may use it for the better of your business. INTRODUCTION consumers are becoming more involved with brands—whether the brand likes it or not.
- 3. Crowdsourcing is “the act of taking a job traditionally performed by a designated agent, usually an employee, and outsourcing it to an undefined, generally large group of people in the form of an open call” (Jeff Howe, contributing editor, wired magazine). This is the more technical definition of crowdsourcing. In our day-to-day business, we prefer a different and more practical one: creative consumer involvement. The term and idea of crowdsourcing has been around for years, but with developments in technology and internet speed, it has become more accessible for consumers and brands alike to participate in. With this whitepaper, we will focus on crowdsourcing in the creative industry and how it may benefit your company if used correctly. We will describe some of the crowds you can choose for different models and look at the main reason you could use crowdsourcing. THE DEFINITION
- 4. Lets start with the downside. 95% of the ideas that are sent in are rubbish. Everyone can be creative. We agree, but some just more than others. We believe in successful creative crowdsourcing, which means keeping the group smaller to achieve more quality results. The wider crowdsourcing community works well for slogans and simple logos, but when you are talking ‘higher creativity’, the crowd does not suffice—this is when elite sourcing comes into play. This group can give you access to innovative, fresh and vivid ideas. This group of creative talentsa and young creatives students at art schools all walk on the edge of their abilities with ease, which in the end does produce effective ideas. So, which crowd do you choose? CREATIVE CROWD SOURCING successful, creative crowdsourcing means keeping the group smaller to achieve more quality results—this is when elite sourcing comes into play.
- 5. DEFINE WHY YOU WANT TO CROWDSOURCE There are several reasons for crowdsourcing and they all have a different approach, which requires a different briefing. You can crowdsource for PR reasons. The creative output is less important, but you involve the consumer in the process. This may lead to incredible PR, so ensure the briefing is open and without many boundaries. Use the crowdsource creative output for further development by your agency or creative directors. Embrace and think that the time of “not invented” is here. The agency that works as an open system recognizes that good ideas can come from anywhere: with this you will have a good competitive advantage. Multidisciplinary perspectives: Invite different creative disciplines to work on your briefing. This generates different perpectives on the product or brand that might lead to the winning idea. For inspiration and trend insights, these briefings should be concise, usually one phrase—one that will generate ideas that can work as a starting point for creative development, such as visualize the future of investment for a financial client. 7 STEPS FOR SUCCESSFUL CROWDSOURCING 1
- 6. MAKE SURE YOU HAVE THE RIGHT TARGET GROUP WORKING ON THE BRIEF If you crowdsource for PR reasons and for creative output this is less important; you can invite the world to participate. The more the merrier! However, if you ask for a design, invite designers. If you need a creative campaign, ask advertising talents. In our experience, we find that if it’s a marketing communication assignment, advertising creative talents participate more actively; whilst on trend and innovation assignments, there are more artists from art schools participating. CREATE A SIMPLE, YET POWERFUL BRIEF It doesn’t make sense to create a complicated brief. Focus on the most important thing you want to achieve. Keep it short and simple, and set clear deliverables. POST THE BRIEF ONLINE WHERE YOUR EMPLOYEES CAN PARTICIPATE IN THE DISCUSSION It is always better to know what you’ll get in the end, so ask your employees to sign up so you can communicate with them. Let the participants ask questions about the brief, help with problems that may arise, and ensure there’s a feedback mechanism for the duration of the process. This will help with the quality of the creative work. 2 3 4 invite different creative disciplines to work on your briefing—this generates different perspectives on your product or brand.
- 7. CLARITY OF THE PROCESS IS KEY Consumers (in any form) dislike it if you tell them what to do or don’t do whay you say. This doesn’t help your company or your brand’s image. Outline the rules in the beginning, and inform those taking part that they must accept the rules if participat- ing. This is very important when it comes to the IP rights. Will all IP rights convert to you or just the winning idea(s)? Usually the winners will transfer their rights. Be clear on the deadlines and stick to them. Communicate when you will review the work, when you make a decision and when you will pay the winners. There is nothing more irritating than finding out that the fee hasn’t been paid, but the company is using the creative ideas. RESPECT YOUR CROWD, FEEDBACK IS KING If you have made a decision on the winner(s), communicate to everyone why you made this selection. Give every participant feedback on why they didn’t win: this is time consuming, but there are solutions. Keep your creative crowd small, but with great expertise. 20-30 creative ideas is enough and manage- able. Invite only the best talents. INVOLVE THE WINNERS IN THE PROCESS Money is usually not the most important reason why people join creative crowdsourcing contests. If you focus on creative talents, they participate because they may have contact to creative agencies and professionals. They can leave their mark and built a portfolio. In the end, after graduation, they are all looking for jobs or internships. This is why it’s very important to involve the winners to work and help in further development of the concepts. Guide them through the process. Discuss their ideas and make them feel important: they are part of the process and will repay you with more amazing ideas. 6 7 5
- 8. Crowdsourcing is an intensive process where you have to open your company to the crowd. For some this is difficult as they are not used to it, but it is the future. Brands that embrace uncertainty and dare to make mistakes will profit the most from the process. There are crowdsourcing initiatives around the world that can help you find the right crowd companies, like edge amsterdam, victors & spoils and eyeka. If the crowdsourcing is done right, it will lead to more fresh and creative ideas that will benefit your company as a whole and will maintain a position at the forefront of creativity. OUR CONCLUSION crowdsourcing is an intensive process... brands that embrace uncertainty will profit the most.
- 9. Derek Ariëns is managing director of edge amsterdam. edge is an initiative of conspiracy concepts, which supports both the growth of the creative industry & community as well as the brands working with edge. This gives clients the opportunity to get inspired through the next generation of creatives, while having the support and experience of conspiracy with activation of the ideas into market. edge amsterdam opporates an independent elite sourcing cre- ative network that connects brands, creative & media agencies and governments with our community & team to generate fresh, new insights and creative output—this serves as inspiration to further development and activation. We are a creative nucleus dedicated to unbiased collaboration with an inspired design culture that is influencing entire generations, consumers, brands and business models. WHITEPAPER DESIGN BY BRIANA GARELLI brianagarelli.com ABOUT THE AUTHOR