co-creation presentation at flevum open innovation experience 2009
DESCRIPTION
Co-creation presentation about co-creation specific strategies, at Flevum Open Innovation Experience at 6 October 2009TRANSCRIPT
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Flevum Open Innovation Experience6th October 2009
Co-creation: Fear for the crowd ormake use of the power of the crowd?
[email protected]+316-51916237
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Co-creation presentation
Co-creation
Co-creation specific strategy
Examples
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Co-creation
Co-creation specific strategy
Examples
Co-creation presentation
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Co-creation:Develop and improve products
& services together with•Users & customers
•Consumers•Companies
•Experts
Prahalad Howe
Von HippelTapscott
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Concept Development Testing Use
CO
-CR
EATI
ON
Co-creation as enabler of marketing & innovation objectives
•New products•Market share
•PR
OB
JEC
TIVE
•Loyality•PR
•Cost savings•PR
ideas Expertise Capacity ideas & support
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Basics ofCo-creation:
The crowd (almost) always
knows better
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Consumers areempowered
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Text
Web 2.0: Power ofmedia increases
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User Generated Content
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Consumers are networked
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The crowd as a threat..?
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The crowd as a threat..?
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Or as an opportunity!
Dell IdeaStorm (B2C) (2007)•9.000 members
•11.000 ideas (300 p/m)•84.000 comments (80/20)
•650.000 votes•1-5% of ideas is usable
•Costs: 2 FTE mgt + €150-300k•Advantage: less support, cost savings, ideas, loyalty
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Co-creation happens anyhow!
But how can you indicate it to the right direction, and make use
of co-creation?
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Co-creation presentation
Co-creation
Co-creation specific strategy
Examples
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Prevent a deadcommunity or
negative PR
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“Wollig 'enerzijds-anderzijds' verhaal. “…..
“WTF is social tagging: spreek je moerstaal!)? Kinnesinne?”
…..
“What are the most promising cases?”
Co-creation with userscan be vulnerable
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Important questions
1. Which marketing & innovation objectives must be reached?
2. Co-creation in what part of the innovation process?
3. What expertise do you need?
4. Which target groups needs to be involved?
5. How can the target group be motivated?
6. What departments and persons in the organization must be involved?
7. What co-creation specific functionality is needed?
8. What platform is most suitable?
Strategies differ per objective
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Mass audience
Pro-Amateur
Experts
● ●
Per phase expertise, target groups and needs are different
●
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GrootteExpertise
Concept Development Testing Use
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?
Involvement of the right departments & personsis of huge importance
•Marketing & communication•Innovation•Developers
•MT
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Co-creation presentation
Co-creation
Co-creation specific strategy
Examples
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Mass audience
Pro-Amateur
Experts
External& open
Internal, own management& control
Platforms per target group
(offline & online)
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•Consumers can upload their designs•3000+ designs per week
•Costs: 12 FTE•Advantages:
- Customers 2,5 million LEGO fans- Animation & computer games
-Magazines & LEGO WORLD with 70.000 visitors-Because of community more mature users
From decreasing revenue to fast growing turnover and
2,5 million fans
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•Focus on professional partners and users•Development of applications
•1.000 ‘normal’ users•Costs: 12 FTE
•Advantages: 2 new apps per month
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On demand & closed
•Focus on young professionals and students•5.000 registrations•€5.000 per battle
•Until now 70 battles•On average 50 ideas per battle
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Source: Alumniblad TUDelft
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Completely open
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•Objective: efficiency, knowledge development and sharing
•530 festival program tips•900 tips via social media
•40 participants on the Open Festival model•A lot of positive feedback
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Mass audience
Pro-Amateur
Experts
Platforms per target group
(offline & online)
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External& open
Internal, own management& control
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Conclusions
• Go & experiment with co-creation
• Develop a co-creation specific strategy
• Listen seriously to customers & users!