Slide 1: Co-creation: Fear for the crowd or make use of the power of the crowd?
Flevum Open Innovation Experience 6th October 2009
Martijn.Staal@tno.nl +316-51916237
Slide 2: Co-creation presentation
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Co-creation
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Co-creation specific strategy
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Examples
Slide 3: Co-creation presentation
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Co-creation
2
Co-creation specific strategy
3
Examples
Slide 4: Tapscott
Von Hippel
Co-creation: Develop and improve products & services together with •Users & customers •Consumers •Companies •Experts
Prahalad
Howe
Slide 5: 1 Co-creation as enabler of marketing & innovation objectives
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3
Concept
Development
Testing
Use
CO-CREATION OBJECTIVE
•New products •Market share •PR
•Cost savings •PR
•Loyality •PR
ideas
Expertise
Capacity
ideas & support
Slide 6: Basics of Co-creation: The crowd (almost) always knows better
Slide 7: Consumers are empowered
Slide 8: Text
Web 2.0: Power of media increases
Slide 9: User Generated Content
Slide 10: Consumers are networked
Slide 11: 1
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The crowd as a threat..?
Slide 12: 1
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The crowd as a threat..?
Slide 14: 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
Or as an opportunity!
Slide 15: Co-creation happens anyhow! But how can you indicate it to the right direction, and make use of co-creation?
Slide 16: Co-creation presentation
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Co-creation
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Co-creation specific strategy
3
Examples
Slide 17: Prevent a dead community or negative PR
Slide 18: “What are the most promising cases?”
“Wollig 'enerzijds-anderzijds' verhaal. “ ….. “WTF is social tagging: spreek je moers taal!)? Kinnesinne?” …..
Co-creation with users can be vulnerable
Slide 19: 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?
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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
Slide 20: Per phase expertise, target groups and needs are different
Concept
Development
Testing
Use
Experts Pro-Amateur Mass audience
● ● ● ● Expertise Grootte
Slide 21: ?
Involvement of the right departments & persons is of huge importance
•Marketing & communication •Innovation •Developers •MT
Slide 22: Co-creation presentation
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Co-creation
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Co-creation specific strategy
3
Examples
Slide 23: Platforms per target group (offline & online)
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Experts
Pro-Amateur
Mass audience
Internal, own management & control
External & open
Slide 24: •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
Slide 25: •Focus on professional partners and users •Development of applications •1.000 ‘normal’ users •Costs: 12 FTE •Advantages: 2 new apps per month
Slide 26: •Focus on young professionals and students •5.000 registrations •€5.000 per battle •Until now 70 battles •On average 50 ideas per battle
On demand & closed
Slide 27: Source: Alumniblad TUDelft
Slide 28: 1
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Completely open
•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
Slide 29: Platforms per target group (offline & online)
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2
3
Experts
Pro-Amateur
Mass audience
Internal, own management & control
External & open
Slide 30: Conclusions
• Go & experiment with co-creation
• Develop a co-creation specific strategy
• Listen seriously to customers & users!
Slide 31: Thanks for your attention
Questions: Martijn.Staal@tno.nl +316 51916237
