Yochai BenklerYale University“The Wealth of Networks”

« The world is too fast, too complex & too networked for any company to have all the

answers inside »

The collaborative philosophy

P&G successfully adopted a Collaborative Innovation program

• P&G set up “Connect + Develop” in 2000 with the goal of reinventing its innovation model by opening it to the outside world

• Connect + Develop leverages several networks (scientists, technology experts, suppliers…)

• Today, more than 50% of all innovations at P&G involve outside-driven innovation (against 15% in 2000)

• See: http://www.pgconnectdevelop.com

How do you collaborate with consumers?

Source: Forrester Research, Social Technographics report

1% Creative consumers

9% Enthusiasts

90% SpectatorsValidate innovation opportunities

Unlock innovation opportunities

Not all consumers are created equal

Refine innovation opportunities

A scalable solution

China: 15,000

India: 5,000 SEA: 20,000

Australia: 2,500

Europe: 87,500

USA & Latin America: 15,000

eYeka is a community of 150,000 creative consumers in 91 countries

Middle-East &

Africa: 2,500

Japan &

Korea: 2,500

A scalable solution:

1. Business innovation need:Example of New Product Development from the FMCG industry

3. Innovative creative solution:Creative consumers submit entries in visual formats which are analyzed and leveraged as strategic recommendations

2. Innovative creative process:Articulate business need into a stimulating creative consumer brief and competition

A creative solution:

eYeka enables Brands to co-create together with Creative Consumers

3. R&D and Marketingdepartment assess feasibility &

viability of innovation2. Further refine insights-based innovationwith brand enthusiasts on digital platforms

1. Unlock insights-based innovation opportunities

through strategic analysis of creative consumers’ entries

4. Validate with brand “spectators”

2. CONSOLIDATE

1. IDEATE

3. DEVELOPMENT

4. VALIDATION

Creative consumers (1%)

Enthusiasts (9%)

Brand’s R&D and Marketing

Spectators (90%)

eYeka enables Brands to co-create together with Creative Consumers

( Do the “right” things ) ( Do things “right” )

eYeka accelerates innovation throughout the value chain

A fast solution:

Leading companies are reshaping their innovation model with eYeka

INNOVATION NEEDS EYEKA PRODUCTS EYEKA CREATIVE CONSUMER BRIEFS

Prospective & trends research

“Imagine the credit card of the future”by HSBC

New Product Development

“What does this gum say about you that no other gum conveys?”by KRAFT

Positioning & Brand Stretch

“How would you promote our new drink in India?”by DANONE

Marketing & Brand Experience

“Men, show us what is your ideal shopping experience!”by GILLETTE

Consumer Engagement& Social Content “Illustrate energizing refreshment in a 30 secs video”

by COCA-COLA

Interbrand Ranking Brands Interbrand Ranking Brands

1 Coca-Cola 33 Canon

3 Microsoft 34 Sony4 Google 41 DELL6 McDonalds 42 Philips7 Intel 43 Ebay10 HP 45 L’Oreal13 Gillette 55 MTV15 BMW 57 Nestle

20 Honda 58 Danone

23 PepsiCo 62 Adidas25 Nike 65 Hyundai32 HSBC 95 Armani

24 out of 100 Best Global Brands innovate with eYeka

Source: Best Global Brands 2010 report by Interbrand

A safe solution:

1Creative

1Creative

2Fast

2Fast

3Scalable

3Scalable

4Safe

4Safe

Visual / ideas 2-8 weeks turnaround 91 countries Confidentiality / IP

eYeka value proposition

In conclusion

Consumers validate. Creative Consumers innovate.

Through co-creation, eYeka enables brands to identify unmet needs,

unlock innovation opportunities and build authentic engagement.

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