Andrew Needham London in Prague 2008

the co-creation revolution revoluce spolecne tvorby a spoluprace Andrew Needham Founding Partner

Contents contents the innovation debate the rise of “empowered consumers” embracing “empowered consumers” co-creating with “empowered consumers” pioneering new research techniques spreading positive word of mouth the “adfluentials” a co-creation revolution or another fad

Death of corporate innovation CORPORATE innovation

Ford Model T pic
“ If I had asked people what they wanted they would have said a faster horse ”
“ If I had asked people what they wanted they would have said a faster horse” keep consumers out of it

Consumers are the problem Sheep/People slide are consumers the problem?

Set up debate do you trust your consumers? do you trust your consumers?

James murdoch “ Ubiquitous connectivity means fundamentally that the individual becomes the agent of everything. Moving, frictionless, from one community to another; consuming, freely, from a wide universe of sources; publishing, from each individual to any number and any size of audience – this is the consumer of the age we live in” the empowered consumer

Nick Haley US Study by eMarketer in April 2008 shows that content creators are going to grow from 77m to 108m by 2012 consumers are in control

walled garden walled gardens

Triangle Slide 90% 9% 1% the masses actively engaged co-creators intimate passive active open some of the principles of co-creation

Headbox collaborating with empowered consumers 14-25 year olds… 25-45 year olds… women youth

Helix Process meaningful co-creation

Axe co-creation case study brief approach results collaborate with consumers to create a new limited edition variant of Axe 5 names, can designs, press adverts, digital solutions & activation plans presented to a high standard with high res visuals 16 creative Axe consumers attended a workshop in Spain workshop covers insights to activation ideas consumers develop ideas for 3 weeks after workshop (with mentoring from Face) presentation to senior Unilever stakeholders with high res visuals & communication ideas brief

co-creating online

role of research has to change

spreading word of mouth

Face book Chris Oddy passionate advocates

non-users irregulars loyalists advocates c o-creators active passive intimate open c onsumption community connected collaboration

non-users irregulars loyalists advocates c o-creators active passive intimate open emotional creative meaningful practical Functional task focused

sweet spot of influential consumers who are willing to play a role in shaping & influencing your brand Overlay influence to find the sweet spot brand relationship influencing

Company Co-Creation a co-creation revolution or a co-creation fad?

the co-creation revolution revoluce spolecne tvorby a spoluprace dekuji vsem za pozornost a doufam ze se vam libila Andrew Needham Founding Partner

Andrew Needham London in Prague 2008

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