future isn't what it used to be
DESCRIPTION
Slides from presentation at 'future isn't what it used to be'TRANSCRIPT
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)
