why to be a successful business you must be a collaborative one
Post on 21-Oct-2014
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DESCRIPTION
90:10 Innovate explains why to be a successful business in the networked world you must be a collaborative one.TRANSCRIPT
Need Some Help?Let the crowd shape you.Make you a better fit.The Co-Creation Consultancy
• We are• What’s changed
We are..• We are a crowd of researchers, planners, brand
strategists, web developers and social media specialists.
• We use methods of co-creation to bring about insight, innovation and action for organisations.
• We make your products, services and communications a better fit for the intended consumer – helping deliver a better business
• We are.• What’s changed
People have always been activists
With opinions
With
BUT!
Then: Locally
Now: Globally Connected
They are in control.Friend or Foe.
TV Ads may entertain but do they convince
Age of innocence lost
Age of Ad Innocence is lost.. Forever
Campaign Micro-SitesBanners & AdsSpace Junkto navigate around
Pull not push
Th
e U
ser
is t
he
Des
tin
atio
n
Feed Me!
Getting what I wantWhen I wantWhere I wantHow I wantResult:Media Fragmentation.
Culture of Niche
PersonalisationDiversificationFragmentationThe only reach is Long-tail
And now free from the desktop
The Collective Mind. Hive Mentality. Always On. Always Working. Crafting and Shaping.
So Everything is Betaand Beta is inviting
So invite your greatest assetPEOPLE both
Inside
& Out
Inside
to Co-Create
NB: Applied to typical Product & Service Supply Chain
Impact to Business• Cheaper, quicker routes to
market• Greater operational
efficiencies• Direct and unmediated
relations with consumers• Resulting decreased
dependencies on 3rd party mediators (agencies & media owners)
• Less message more action driven
Impact to Market Research• Answers without questions• Global real-time data• Contextual social profiling• Massive reduction in cost• Real scale for Qual research
Answers
More Answers
Impact on Communications• Less broadcast & eyeballs• More conversational• No spin rather open transparency• Requires engagement• Requires P2P transmission• Greater ROI and conversions
This does not mean you give everything over to the mob.No you do still have a role.Create something inviting. Curate their ideas
• We are.• What’s changed.• Our Method
Attracts more users more
ideas, potential new
customers
Private, Safer, faster; greater
control
OPEN
CLOSED
90:10 Co-Creation Process
Selection
Crowd Recruitment:• Open, shows Brand Affinity• Responsive, shows Mindset• Voted, shows Relevancy
An ‘Influential’ to 90:10 is
• Connected• Representative• Constructive• Respected• Quoted
OUTCOME: A product, service or idea customers care about, enjoy and advocate
Conversations >
Listen & Engage
Stimulate & Validate
Surface & Filter
Refine & Improve
Select &
Deliver
< Ideas
Solutions >
1 2
3
4
5
Listening tech discoverspeople who care about your products. Most active/influential engaged and invited into bespoke communities Open
Community platform engages consumers, brand experts and stakeholders to stimulate idea generation Responsive
The collected crowd (consumers, brand experts, stakeholders) vote for favoured disruptive ideas and innovations. Process also surfaces most-trusted/influential peers to invite into next steps Voted
Emerging ideas and people are brought together with stakeholders to challenge ideas with production realities. Resulting Ideas sense-checked with community.
Internal/external team pitches community-approved idea to key stakeholders for final selection
So what are you waiting for?Contact: Jamie Burke CEO 90:10 Groupor David Cushman Head of Innovation
[email protected]/jamie247
[email protected]/DavidCushman