How 236 consumers have changed the way we run co-creation communities
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How 236 consumers have changed the way we run co-creation communities

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We have created a meta-community to understand what members of online co-creation communities love and hate about co-creation. The deck contains our key learnings with regards to participation and how ...

We have created a meta-community to understand what members of online co-creation communities love and hate about co-creation. The deck contains our key learnings with regards to participation and how consumers see the future of online co-creation. Deck written and presented by Felix Koch and Doron Meyassed of Promise Communities. Presented at the Social Media Research Conference of the MRS on the 29th September 2011 in London.

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How 236 consumers have changed the way we run co-creation communities How 236 consumers have changed the way we run co-creation communities Presentation Transcript

  • Drinking our own Kool-Aid: How 236 consumershave changed the way we run communitiesDoron Meyassed – Director & Founder Promise CommunitiesFelix Koch – Consultancy Director Promise CommunitiesSocial Media Research Conference – MRS29th September, London
  • What we will cover todayAbout Promise and the research5 things about co-creation we didn’t knowbefore we created our own communityQ&A
  • We are , a consumer-centricInsight, Innovation & Strategyconsultancy.In the last 4 years we have run over48 online co-creation programs withparticipants from over 50 countries.We thought it was time to create acommunity for ourselves…
  • We wanted to know:1. What consumers love & hate about online co-creation2. Why they take part3. How they’d improve the experience
  • Promise Community
  • Participants joined us from 6 establishedPromise communities Promise Community
  • The process1. Warm-Up 2. Status-Quo 3. Participation 4. Innovation 5. Closure 2 months, 5 phases, 20 official activities
  • 236 members …in return for 60generated hours moderation14,130 qualitative and one £8contributions Amazon voucher(that’s about 11 per participant (oncomments average).every hour for 2months)…Source: Promise Research.
  • A word of caution: participants were top contributors from co-creation communitiesCommunity Co-creation MROC Panel Community
  • A word of caution: participants were top contributors from co-creation communitiesCommunity Co-creation MROC Panel Community
  • These consumers have developed morethan a dozen new products & services
  • About Promise and the research5 things about co-creation we didn’t knowbefore we created our own communityQ&A
  • Top 3 reasons why members participatein online co-creation 1. Because I can share my views 2. & interact with Because I can a brand or company. interact with others & meet 3. like-minded Because I receive people. rewardsSource: Promise Research, unprompted responses, 394 data points in total.
  • In social media we are often told totake the brand off the centre stage, tosomehow hide it away – for co-creationthis is the wrong thing to do.To engage consumers, we need a barnthat needs raising, we need thecompany as raison d’être of thecommunity.
  • So what?Unless confidentiality is a HUGEissue, don’t run un-brandedcommunities.
  • Top 3 things that would make memberscontribute more 1. Having a strong impact on the decisions of the 2. brand or company. Higher financial rewards, rewards 3. for quality More social contributions. status, peer recognition.Source: Promise Research, unprompted responses, 378 data points in total.
  • In the past we found that level offeedback correlates with participation Relative, average participation Scores 100 X 80 X X 60 X X 40 X 20 1 2 3 4 5 6 7 8 9 Impact Score (Quality & Quantity)Source: Promise Research based on 6 co-creation communities.
  • So what?Provide regular feedback what thebrand is doing (or not doing) with anyresults – it’s going to be the cheapestway to increase participation you got.
  • feel that being part of the community has made them more creative and 38% able to express themselvesSource: Promise Research, Top 2 boxes, n=170.
  • Top reasons why community members thinkcommunities make them more creative:1. They have the platform tools to express themselves simply (audio, pictures, video)2. Communities are longitudinal and allow them to develop skills and confidence over time3. They feel safe and not being judged4. The bar for ‘results’ has been loweredSource: Promise Research, unprompted responses, 322 data points in total.
  • So what?A community is an extremely powerfulway of unlocking consumer creativity...to unlock it provide tools, lower the bar,don’t judge and wait.
  • 22% of community membersreported to feel close towards the hostbrand before joining the community.This figure more than doubledafter joining the community (49%)!Source: Promise Research, n=170.
  • Cherish. Acknowledge. Use for co-creation. Fans Measure bias regularly. Refresh. Use for refinement and evaluation.Less engaged community membersUsually no significant biasfound in quarterly surveys
  • So what?MR tells us to fight bias and excludefans at all cost. Don’t - or else you willkill the goose that lays the goldeneggs. Identify & cherish the brandfans and measure/refresh the rest.
  • ConsumerAnthropologists:Up-skill communitymembers and turn themfrom respondents intoresearchers.
  • Community Teams: Our members will becomeDivide community into researchers themselves; wesmall collaborative units will skill them up in basicthat compete with each research techniques &other over time. encourage them to bring the world around them back onto the community
  • And finally we didn’t know…HOW MUCH they dislike theterm co-creation!
  • Thank you.