future isn't what it used to be

Cocreate an experience

Michiel RoversCrossmedialab UtrechtUniversity of Applied

Science

Twitter: @michielrovers

Cocreate an experience

Michiel RoversCrossmedialab UtrechtUniversity of Applied

Science

Twitter: @michielrovers

Cocreation?

Any form of interaction between the initiator and the participating consumers

with the aim of creating a new or improved product / service and to achieve an

experience for these and other consumers (Out, 2013)

Visitor statisticsVisitor statisticsVisitor statisticsVisitor statisticsEvent

Managem

ent

Event

Managem

ent

Event

Managem

ent

Event

Managem

ent M

edia

enviro

nm

ent

Media

enviro

nm

ent

Media

enviro

nm

ent

Media

enviro

nm

ent

Experiences

ImpactImpactImpactImpact

FestivalDNA

FestivalDNA

Personality

Personality

QualityQualityDemo-graphicsDemo-

graphics

Satisfaction

Satisfaction ValuesValues

LoyaltyLoyalty Motivations

Motivations

Experience

Experience

Festival-graphicsFestival-graphics

E = MC2

Social media users have significant lower scores on the motivations to go or to be at a festival

... and their satisfaction about the festival is lower

“Adding a computer to a boring exhibit, is a boring exhibit with a computer”

(Mintz, 1998)

“Adding a computer to a boring exhibit, is a boring exhibit with a computer”

(Mintz, 1998)

“Adding social media to a boring festival, is a boring festival with social media”

(Van Vliet et al., 2012)

“Adding social media to a boring festival, is a boring festival with social media”

(Van Vliet et al., 2012)

Instrument to Evaluate Events

Moti-vations

Demo-graphics

Festi-graphics

Mentalities

QualitySatis-faction

Loyalty Value

Social Media

‘Old’ Media

Mouth to Mouth

Action readiness

Emotional experienc

eArousal

Festival DNA

So What?

One question remains!

How can an organization enable their visitors to cocreate before, during and/or after an event?

Cocreation and events

• Website analysis on 140 Dutch festival websites• 60 festivals with cocreation• Main focus on the program• Mainly DJ contests or band contests

Do’s and don’ts for using cocreation as an organization:•Set a clear goal•Give clear guidelines and boundaries •Don’t use the word ‘volunteer’•Anticipate on a shared feeling•Give enough recognition•Show what you have done with the input

Concrete Products!

Event Monitor

Student ProjectsStudent Projects

More informationApril: data from eventmonitor

May: workshops with event organizations

May: concepts from student projects

June – September: measurements at events

December: toolkit presentation

Husite.nl/cocreatieenevents (under construction)

Michiel.rovers@hu.nl Twitter: @michielrovers

husite.nl/cocreatieenevents

www.crossmedialab.nl