co-creation & e-branding: product communication in the digital age

CO - CREATION & E- BRANDING(Product Communication in the digital age)

Presented for knowledge sharing forum at PT. PEC

By : Ekak K.Hardianto

@Ekkhard

It’s all about creating, sharing, & socialising

Introduction: Generation C

©2014. ICT Business Unit of PT Panggung Electric Citrabuana EKHARD

Generation C: Online oxygen


Co-Creation (or whatever you want to call it)


What can you do with that is more valuable than advertising?


This..


Refresh your world• Pepsi pulled their multi-decade, multi-million

dollar Superbowl opening ad and traded it in for a $20 million social media initiative

• The Pepsi Refresh Project is about getting the global community to nominate initiatives hat need funding in local communities

• Users can upload their video / project profile, and gather votes to win funding going from $5k to $250k a few times every month.

• They effectively crowd-source their global CSR and engage fans in the process

Results:

• 127 ideas funded in four months

• Stats are 30% US vs 70% from other nations

• $5 million invested in local communities.

• 32 new grants and $1.3 million awarded each month

• By end of May, over 2 million users have registered

• 5,000 new ideas submitted

• The public cast up to 10 votes per day

• From 250k Facebook fans to 788,265


My Starbucks Idea

• 92,346 Ideas submitted

• Monthly Users, 1,320,294

• Daily Users, 43,407

• Monthly Page views 5,532,032

• 28 Ideas have been actioned

• E.g. a Blackberry App, ‘I’ll buy you a drink remotely’ and Mocca Coconut Frapuccino

• MyStarbucks Idea was setup for customers to exchange ideas with each other and directly to Starbucks

• Customers can give their opinions on everything from; (Product), (Service), in-store music, layout, (Involvement) corporate social responsibility, marketing and advertising

• They feature and reward the most active users and implement a high number of suggestions that directly feed back into


Dell Ideastorm& other stuff

• Following on from ‘Dell Hell’ a term created by a disgruntled blogger in 2005 *to summarise a period when of all Dell related blog posts 45% were negative.

• Dell went on to setup a number of customer feedback environments from Ideastorm, Studio Dell to Direct2Dell

• They ask users to submit issues or new ideas openly, discuss them with one another and their employees

• 5,300 different customer issues resolved• Direct2Dell av. 3.5 million + monthly page views / ranked 3,683 out of 107 million (Technorati).• StudioDell receives up to 70,000 views daily.• Dell IdeaStorm garners more than 40,000 unique visitors weekly, 8,900 ideas submitted and 67,000 comments.


‘Banking is better in black and white’

• It takes a by sentiment what people were lot to standout in banking. Customer Service was what First Direct new they were good at.

• They were so confident they created an area to aggregate and score saying about them across the Internet

• It acted as a check against their claim of high customer satisfaction and become the centre piece for all their marketing activity

• Their marketing is indirectly co-created here by the consumer

• Received the highest customer loyalty ranking in the consumer banking sector based on the Satmetrix 2010 European Net Promoter Score®• Score* (NPS) of +42%, 46 points ahead of the sector average of -4% and a massive 68 points clear of the worst banking customer experience (-26%).


Nike ID Studio

• NIKEiD Online allows customers to design their own Nike trainer and buy it or just share it with their friends across social media platforms on Twitter & Facebook as well as embed a widget in a blog page•The online service launched in 1999 and gave the ability to choose from a limited range of different material and colours to develop their own style of tennis shoe.•Giving a total of 31 different customizable and a choice of 82 different materials and option types.

•The NIKEiD online business has more than tripled since 2004• It receives more than 3 million unique visitors going to www.NIKEiD.com every month.


‘Live Every Litre’

-1000 Trips Submitted in 4 weeks

-13 trips Selected for the final film

-A production team of 18 bloggers involved helping steer decision making

•A co-created, crowd-sourced documentary about the extraordinary journeys people want to go on but never do with people of all kinds from across Europe as the stars.

•Directed by – Claudio Von Planta (Long Way Down & Long Way Round) and produced by and with a team of bloggers from the UK, France, Germany, Spain and Italy, a final cast of 13 were chosen from journey ideas submitted online.

•All the journeys are taken in the new Honda CR-Z as they undertake their leg of the journey across Europe. Coverage of the trips were covered by a team of bloggers.


That which we create we embrace

We can’t stop talking about

We choose over all else

REMEMBER:

ADVOCACY REQUIRES..INVOLVEMENT


• Make better products

• Be better businesses

• Improve their services

• Get consumer opinion and buy-in on their decision making

• Co-create their marketing campaigns

Brands can:


Listen to discover

those who share your

purpose

Invite them into an

open/closed bespoke

community

Community surfaces and validates best ideas and key

influentials

Select key influentials to

collaborate with internal

teams

Direct Insight

Best-fit products

More efficient

marketing

Attracts more users more

ideas, potential new

customers

Private, Safer, faster; greater

control

OPEN

Co-Creation Process


Collaborating with consumers

What does structural collaboration mean for company

and consumer?

©2014. ICT Business Unit of PT Panggung Electric Citrabuana

COMPANY HISTORY


The Old World


A Working Definition


Issue



About Me

The young protégé, ICT Marketer & Business Scholarwww.ekak-hardianto.com

http://www.ekak-hardianto.com/

co-creation & e-branding: product communication in the digital age

Marketing