Using Culturally Diverse Crowds To Source Global Ideas
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The document discusses crowdsourcing as a method for generating global ideas through diverse communities, highlighting its applications in various advertising campaigns by companies like P&G, Hyundai, and SK-II. It references research on creativity across cultures, noting how cultural values influence innovation and the development of ideas. The presentation emphasizes the importance of cultural context in fostering creativity and the effectiveness of crowdsourced ideas in driving business initiatives.
![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)](https://image.slidesharecdn.com/usingculturallydiversecrowdstosourceglobalideas-141126033954-conversion-gate01/85/Using-Culturally-Diverse-Crowds-To-Source-Global-Ideas-5-320.jpg)
![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)](https://image.slidesharecdn.com/usingculturallydiversecrowdstosourceglobalideas-141126033954-conversion-gate01/85/Using-Culturally-Diverse-Crowds-To-Source-Global-Ideas-15-320.jpg)
![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)](https://image.slidesharecdn.com/usingculturallydiversecrowdstosourceglobalideas-141126033954-conversion-gate01/85/Using-Culturally-Diverse-Crowds-To-Source-Global-Ideas-16-320.jpg)
Using Culturally Diverse Crowds To Source Global Ideas
- 1. Using Culturally Diverse Crowds To Source Global Ideas @YannigRoth PhD student @SorbonneParis1 Research Fellow @eYeka 2014 @BAQMaR Conference November 26th, Ghent
- 5. 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)
- 6. CROWDSOURCING BUSINESS BRIEF COMMUNITY BRIEF OPEN COMPETITION MODERATION, & ANALYSIS WINNER SELECTION, IP TRANSFER 1 2 3 4 5
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. Creativity: “The production of ideas that are simultaneously novel and useful“ (Amabile, 1983, 1996)
- 12. Culture: “A set of shared knowledge, values, norms, and beliefs that unite a collective group, such as a country“ (Chiu and Hong, 2006)
- 13. 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)
- 14. 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)
- 15. 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)
- 16. 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)
- 17. There’s much more to explore… Thank you for your attention!