the world of creative participants
Post on 21-Oct-2014
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DESCRIPTION
Peter Fisk's Keynote at the 2010 Marketing Forum on 5 genres of creative participant and 8 types of participation ...TRANSCRIPT
![Page 1: The World of Creative Participants](https://reader034.vdocument.in/reader034/viewer/2022051411/54457ba8b1af9f050a8b4568/html5/thumbnails/1.jpg)
The new world of
Peter Fisk
CreativeParticipants
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The power of
ubuntu
In Africa people live by the concept of “ubuntu” ... I am because you are
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Creators
creative5 genres of
participant
Activists
Contributors
Socialisers
Spectators
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We don’t know
bestIn business we think we think we understand our world ... but we don’t
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Now we know
better
Customers have rejected business ... And can do much better themselves
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Co-think
Co-design
Co-develop
Co-decide
Co-sell
Co-support
co-creation7 aspects of
Co-comm
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Connected and intelligent ... They know more, and can act together
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Networks and communities ... They trust and respect people like them
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Push
Sell
Products
Features
Broadcast
Interruption
Price
Transaction
On business terms
Pull
Buy
Solutions
Benefits
Dialogue
Permission
Perceived value
Relationship
On customers terms
Business is no longer transactional ... Its about working with customers
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Brands can bring them together ... But they don’t control anymore
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New business models emerge ... Enabling people to do more together
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Power has fundamentally shifted ... From the few of them, to the many of us
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Business Customer
Customers see the world differently ... Time to work from the outside in
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I will do and say what I want ... More interesting, relevant and trusted
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And somebody out there will always help me ...
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21
3
Word of mouth marketing costs nothing, and has much more impact ...
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Shigeru Miyamoto recognises that people want to do stuff together
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20.4 million customers worldwide bought a Lego set in
the past 12 months for their own or other active
households
8.6 million worldwide users participate directly
with Lego in their online community,
but are not registered by name
4.0 million worldwide users register
their details enabling a personal
dialogue and relationship
3000 “lead users”
co-create customised products
and recommend others
Lego realised it wasn’t about bricks ... But sharing ideas and achievement
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GiffGaff, the new people-powered phone network ... Breaking all the rules
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Creators
creative5 genres of
participant
Activists
Contributors
Socialisers
Spectators
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Nike does much more than makes shoes ...
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... Nike helps people run
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How far have I run? How fast? Have a done better?
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Bringing people together ... Across the world
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... Where the human race ran on one day
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The business world, is changing just as fast ...
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Sending a package is always a hassle ...
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But UPS’s Widget Man makes it easy ...
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... Just add hime to your desktop (and tell others)
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The coolest t-shirts on the planet
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Jake Nichol and Jo DeHart ... just regular dudes like you
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Design a t-shirt ... Win $2500 ... Customers decide
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50 cool designs each month ... By people like you
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And not just an online business ... Changing every month
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Co-think
Co-design
Co-develop
Co-decide
Co-sell
Co-support
co-creation7 aspects of
Co-comm
![Page 36: The World of Creative Participants](https://reader034.vdocument.in/reader034/viewer/2022051411/54457ba8b1af9f050a8b4568/html5/thumbnails/36.jpg)
Co-thinking in the IBM Innovation Jam
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Co-designing your Jones Soda flavours and packaging
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Co-developing Current TV’s entire content and schedule
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Co-deciding how to build Boeing’s new Dreamliner
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Co-communicating with more authenticity and trust
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Co-selling cosmetics by Avon’s represenatives
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Co-supporting each other in the world of Apple
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P&G did all this ... Transformed their business ... Doubled their value
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Co-think
Co-design
Co-develop
Co-decide
Co-sell
Co-support
you do?What will
Co-comm
![Page 45: The World of Creative Participants](https://reader034.vdocument.in/reader034/viewer/2022051411/54457ba8b1af9f050a8b4568/html5/thumbnails/45.jpg)
Ideas
exchange
Immersion
Events
Chat
Tracking
Photo
sharing
Online
community
User
forums
Customer
referral
Customer
selling
Blogger
network
Customer
voting
Advisory
panels
Advisory
panels
Design
prizes
Customer
reviews
Customer
reviews
Live
showcase
Customer
advisors
Look at
me
Example
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you do?What will
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The power of
ubuntu
How could you unlock the power of creative participants in your business?
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www.theGeniusWorks.com
Find out how in “Creative Genius” ... The new book from Peter Fisk