Resources > Guru Speak > Peter Ryder
Peter Ryder, President, jovotoPeter Ryder
Jovoto is a community of creatives and a platform that enables collaboration and conversation. The community consists of over 17,000 multi-disciplinary creatives: product designers, graphic designers, illustrators, writers, artists, architects, technicians and enthusiasts. The platform allows individuals to participate with brands to solve various creative challenges. Peter Ryder, President, Americas, jovoto, is based out of the company’s headquarters in New York’s Flatiron District.
Peter joins jovoto from Deloitte Consulting, where he was director in the company’s High Tech group. Before joining jovoto, Peter was a senior partner at Computer Sciences Corporation. He has also held roles at Accenture. "Money, love and glory" are the motivators
Younomy: How successful are brands/companies in exploring technology-enabled crowdsourcing and co-creation? Can you cite your favorite business case or success story?? Peter Ryder: Companies are very successful. Large brands are finding quality ideas and insights that help them with their product/packaging design, communication strategies, etc. Small companies too are getting the big values for their brands. Younomy: What does Jovoto bring to the table that big brands like Starbucks who, despite having a huge social media presence themselves, choose to partner with third-party community platforms like Jovoto? Peter Ryder: We provide a focused conversation around a topic that needs solving by the brand but is of interest to a large community. The social media impact is broad but focused - it creates a viral buzz in new and old media while the solution is being worked on. Focused conversations are very unique and very powerful, where the message is taken to the market by the participants, not by the brand. Younomy: How does the vision and goodwill help a company make an impact in co-creation? Peter Ryder: Generally, campaigns are effective when they inspire a conversation that is relevant to solving an innovative challenge for the brand but engages a broad community because it has implications beyond the brand's specific issue (e.g. sustainability). Younomy: Crowd sourcing is becoming a choice of marketing managers in creating slogans, brand ideas, etc. However, what could be the applications of crowdsourcing concept in generating managerial ideas such as creating a HR policy or corporate governance guidelines? Peter Ryder: We provide our platform to organizations in a SAAS model to use in-house to do creative collaborative problem solving. Companies who use our platform for marketing challenges also use it for coming up with creative solutions to managerial challenges in an open transparent way with a community. Younomy: What do you think are the true metrics of return of investment of crowd sourcing projects? Is it solely about the outcome or there are certain intangibles? Peter Ryder: Quality: reduced risk of moving an idea to production based on collaboration during idea creation; insight: based on thousands of comments about a brand during the ideation phase focused on a challenge; visibility: massive traditional and social media exposure during the ideation phase. These are huge ROI opportunities. Younomy: Jovoto is having a growing community of creatives. What motivates them to be part of a community? Cash prize could be one. What are other motivators? Peter Ryder: Money, love and glory. Prize money and the opportunity to sell ideas is one. Love entails building a network with creatives globally or working on problems that are important (e.g. sustainability, greenpeace, unicef, etc.). Glory is the opportunity to work on interesting brands, get exposure and build a portfolio. Jovoto also tracks great creative work on our platform and awards "karma" points. Creatives who demonsrate great creative capability enter into our best creative category and can work in our "labs" model (see presentation) which is non-spec work. Open, transparent, fair environment is critical for this and our philosophy and platform provide for it. Younomy: What are the cornerstones of a good community building and managment practice? Peter Ryder: Open, transparent and fair treatment of creatives. Building a community that collaborates and evaluates in an open manner (not just submitting ideas but collaborating and curating competitions). Providing experienced, professional community managers that engage the creative community during all competitions and on an ongoing basis. |