Claudia Pelzer

Claudia Pelzer

Claudia Pelzer

Claudia has an international MBA, lives and works in Cologne as a media consultant, author and blogger. She is the Founder of CrowdsourcingBlog.de, an information hub that deals with the various facets, currents and outward signs of crowdsourcing.

Articles by Claudia Pelzer

Why Crowdsource?

With the advent of new communication technologies and networks on the Web 2.0, traditional work processes seem to be becoming increasingly obsolete. Crowdsourcing is one of the hottest trends in the actual business world and represents the new way of working: The working models of the future are no longer devised in the upper echelons of big business. They often occur among the very young in non-traditional settings. And sometimes putting this bit of “here” and “there” together leads to the same ideas.

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A Timeline That Shows How Big Brands Use Crowdsourcing

A couple of days ago, eYeka presented the first visualization of the use of crowdsourcing by brands over time. This interactive timeline, called Crowdsourcing by World’s Best Global Brands shows how the use of crowdsourcing has exploded since the early 2000’s. The objective is to have a rich and visual representation of how brands increasingly use of crowdsourcing to pursue marketing- and innovation-related business objectives. And it will be crowdsourced. This timeline shows how the world’s most valuable brands (the 100 brands included in Interbrand’s Best Global Brands ranking) use crowdsourcing. Rather than being a one-time illustration of how brands increasingly use crowdsourcing, it is intended to become a participative document to gather and display information about brand-sponsored crowdsourcing initiatives. “This timeline demonstrates that Brands are ‘crossing the chasm’...

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Crowdsourcing Contest Reveals That the Hilton Brand has Lost its Luxury Appeal

French reserachers Lobre & Lebraty say that the value of crowdsourcing lies in the innovativeness of ideas and in the authenticity of contributions. This post is about a specific case where crowdsourcing is being used by a company to get authentic market feedback from consumers: The What is Luxury contest on Zooppa. This competition has been sponsored by the agency Euro RSCG and asks videomakers to interview consumers about their perception of luxury. Since all the videos were available to everyone, I did a short content analysis… and found some interesting insights! The contest was sponsored by Euro RSCG (which will soon be rebranded as Havas Worldwide, a strategic move for which they sollicited crowdsourcing platform Victors & Spoils), and I assume that they commissioned it for a client...

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How the World’s Top Brands use Creative Crowdsourcing

Interbrand’s ranking of the 100 Best Global Brands ranks some of the most famous brands in the world based on “all the many ways in which a brand touches and benefits its organization – from attracting and retaining talent to delivering on customer expectations“. Crowdsourcing allows organizations to do just that: it allows organizations to find the most talented people in the world, to connect with them, and to deliver relevant products or to co-create engaging advertising content. In this post, we describe how some of the world’s leading brands have used creative crowdsourcing in the few last years.   Coca-Cola is the world’s most recognized and valuable brand. I extensively covered Coke’s co-creative initiatives already, among which I cited a video/animation contest for Coke Zero (eYeka), which was...

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