A Hybrid Model for Open Innovation

@abc3d #openhw a hybrid model for open innovation francesco d’orazio, face, open hardware conference, london, dec4 2009

who we are is a mix of researchers, planners, brand strategists and social media experts based in London we are part of the international research network

what we do we use co-creativity to enable brands to interact directly with consumers on and offline in real time in the UK and internationally to deliver a range of insight, innovation and communication objectives

validation/testing trend spotting Idea generation brand insight observation/immersion activation brand positioning new product development trends community social media strategy idea generation community insight community co-creation community

co-creation communities

who is using co-creation Global UK Indonesia Russia UK Global South Africa, China & Philippines UK China, Brazil, UK, Argentina, Asia, France & UK America & Germany UK France, Germany UK & Holland UK UK

but is it really all about bottom-up and crowd engagement?

some reactions... “only works with a simple and well-defined brand” “I don’t want 1000 ideas, I want one really good one” “you won’t get a collaborative process” “you need to have arguments” “crowd-sourcing doesn’t lend itself to the big idea” “no access to strategy or insight” “all you get is a bunch of one-off ads”

let’s take a step back

what you get +bottom-up richness +global crowd +diversified crowd +wider range of talent +cost-effective +lots of ideas +rich insight +consumer-brand relationship +peer-rating +buzz

what’s missing -it’s many-to-one -not very targeted -it’s bottom-up but still vertical -access to insight and strategy (confidentiality) -collaboration -editing, building on, refining -funneling process -face-to-face -strategic thinking

bottom up is not enough “the bottom-up mind will take us much further, but will never take us to the end goal” (kevin kelly) Crowd-sourcing needs to be part of a bigger process

let’s take a look at another approach

co-creation Is the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief. Is about leveraging consumers’ creativity without preempting the results of the process Can take place on-line in communities or/and offline in workshops

what you get +few-to-few-to-one +more targeted +bottom-up and top-down +collaboration, editing, building on +refinement and funneling +online & face-to-face +access to insight and strategy (confidentiality) +strategic thinking +faster process +immersive +robust and tailored concepts

what’s missing [compared to crowdsourcing] -smaller crowd -local -less diversification -fewer ideas -more expensive than crowd-sourcing

the case for a hybrid model bottom-up + top-down crowds + individuals group thinking + individual thinking

the hybrid model consumer crowd-sourcing co-creation immersion listen design prototype evaluate download workshop

bottom-up consumer crowd-sourcing co-creation immersion listen design prototype evaluate download workshop top down

the hybrid model consumer crowd-sourcing co-creation immersion listen design prototype evaluate download workshop No longer iterations a linear process but a loop

why it works The CO- in Co-Creation Consumers Brand Stakeholder Experts Researchers Planners

the core needs of a collaborative process + diversity + relevance + speed

it’s all about crowdsourcing opening up and narrowing co-creation down

...and facilitating two types of actions create decide

...through four mechanics collection collaboration individual decision group decision

it doesn’t happen spontaneously, magically, automatically, naturally...

and it’s a thin line between empowermentand exploitation

why do people do it? money love building in game mechanics is key glory Collecting Points Feedback Exchanges fun Customization

Thanks! @ab3d - #openhw francesco@facegroup.co.uk

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A Hybrid Model for Open Innovation

by Face, Social Intelligence for Brands

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