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cocreation desk

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The document discusses the shift from traditional consumer models to consumer co-creation enabled by new technologies and user-generated content. It provides examples of companies like Procter & Gamble and Lego that have successfully engaged communities to gather feedback and co-create new products and innovations. It also outlines considerations for developing effective communities of creation, such as balancing order and openness, intellectual property management, and incentives for long-term user involvement.

TechnologyEducation
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ENTERING THE WORLD OF CONSUMER CO-CREATION Desk research, April 2007
The flow:- ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Internet is changing & it is changing the world ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],One to Many One to a Few Everybody to a Few Based on> Georg Trogemann, Academy of Media Arts Cologne The forces of the Long Tail transforms the user into a content creator, blurring the border between creators and between audience and actors
Editorial/Commerce ,[object Object],[object Object],[object Object],Prompted ,[object Object],[object Object],[object Object],User Generated ,[object Object],[object Object],[object Object],[object Object],[object Object],Active “ Static” Interactive User generated and professionally generated content co-exists and overlaps on the Internet
News, magazines Points of available user connection CONTENT GENERATED BY EDITORIAL/COMMERCE : Salon.com & Amazon as example of the most successful sites. Why? People need and seek information and products on the Internet and rely on what other people see/think/experience about information and products. Online information resources E-commerce Rating Reviews Comments Viral sharing Tags Recommendations Messaging Profiles Editorial/Commerce “ Static”
Blogs Points of available user connection USER GENERATED CONTENT : Flickr , youtube and mySpace being the most successful, i.e. those with the most points of available connections between users and the most interesting/fun/provocative content. Topic-specific communities Connection-specific communities Shared content sites Rating Reviews Comments Viral sharing Tags Recommendations Messaging Profiles User Generated Active
USER GENERATED CONTENT : Flickr , youtube,mySpace, Wikipedia - and their road to success
 
USER GENERATED CONTENT & user generated research: www.grupthink.com : users generate their own questions & surveys
Traditional Innovation Management Innovation in the Network Economy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CROWDSOURCING & INNOVATION THROUGH COCREATION : from traditional innovation management to innovation in the network economy
 
Mohan Sawhney, Kellog Graduate School of Management
Mohan Sawhney, Kellog Graduate School of Management
 
P&G: CONNECT AND DEVELOP PROGRAM - P&G is getting ahead of the game in the area of open innovation & cocreation -2004: the 1st co-created (with companies) product: Magic Eraser Duo P&G : case study – CONNECT AND DEVELOP PROGRAM, at the “edge of chaos”
P&G: Case study: Tremor panels and Vocal point. ,[object Object],[object Object],[object Object]
User Generated Active Editorial/Commerce “ Static” Prompted Interactive Points of available user connection Rating Reviews Comments Viral sharing Tags Recommendations Messaging Profiles P&G initiative in terms of user generated content. P&G created Capessa to learn more about the interests and products needs of woemn. Capessa will also enable P&G to better understand digital space. The site is a mixture of user generated and editorial content. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],P&G: Case study:- Capessa ( http:// health.yahoo.com/capessa / )
IBM InnovationJam : working with IBMers, their clients and family members from 160 countries
Philips Design : us ing it’s presence in Second Life to gain feedback on innovation concepts, engage residents in co-creation and gain a deeper understanding of potential opportunities in this virtual environment.
Dell’s Idea Storm , “Where Your Ideas Reign”. Users can submit ideas and feedback and other Dell community members can vote on them. The top idea: Pre-Installed Linux | Ubuntu | Fedora | OpenSUSE | Multi-Boot
Cisco Systems : An interactive community that allows customers, parteners and prospects the opportunity to exchange information on networking topics with peers and Cisco experts. ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],LEGO: lesson in consumer intimacy – leading to cocreation - Lego Mindstorms is a line of Lego sets combining programmable bricks with electric motors , sensors .Lego Mindstorms may be used to build a model of an embedded system with computer-controlled electromechanical parts. Many kinds of real-life embedded systems, from elevator controllers to industrial robots , may be modelled using Mindstorms. There is a strong community of professionals and hobbyists of all ages involved in the sharing of designs, programming techniques, and other ideas associated with Lego Mindstorms. (Wikipedia)
Concept share : allows designers to capture feedback in fast and interactive way & speed up the process of innovation. The users are provided with a platform for collaboration and cocreation.
My Penguin : book covers created by readers
CrowdSpirit: Crowdsourcing for electronic products Submit an idea – Vote on it – Earn Money if idea goes to market
Cambrian House ( www.cambrianhouse.com ) : allows members to submit ideas that could succeed on the Internet, then vote for their favourites. Users are also awarded Royalty Points for their contributions: if a product is launched commercially and starts making money, the user-creator will earn part of it.
[object Object],[object Object],[object Object]
Communities of creation: “do’s and don’ts” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Constantly feeding and renewing the creative tension that defines innovation at the “edge of chaos”
Community of Creation: Requirements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communities of Creation - Research questions: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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cocreation desk

  • 1. ENTERING THE WORLD OF CONSUMER CO-CREATION Desk research, April 2007
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. News, magazines Points of available user connection CONTENT GENERATED BY EDITORIAL/COMMERCE : Salon.com & Amazon as example of the most successful sites. Why? People need and seek information and products on the Internet and rely on what other people see/think/experience about information and products. Online information resources E-commerce Rating Reviews Comments Viral sharing Tags Recommendations Messaging Profiles Editorial/Commerce “ Static”
  • 7. Blogs Points of available user connection USER GENERATED CONTENT : Flickr , youtube and mySpace being the most successful, i.e. those with the most points of available connections between users and the most interesting/fun/provocative content. Topic-specific communities Connection-specific communities Shared content sites Rating Reviews Comments Viral sharing Tags Recommendations Messaging Profiles User Generated Active
  • 8. USER GENERATED CONTENT : Flickr , youtube,mySpace, Wikipedia - and their road to success
  • 9.  
  • 10. USER GENERATED CONTENT & user generated research: www.grupthink.com : users generate their own questions & surveys
  • 11.
  • 12.  
  • 13. Mohan Sawhney, Kellog Graduate School of Management
  • 14. Mohan Sawhney, Kellog Graduate School of Management
  • 15.  
  • 16. P&G: CONNECT AND DEVELOP PROGRAM - P&G is getting ahead of the game in the area of open innovation & cocreation -2004: the 1st co-created (with companies) product: Magic Eraser Duo P&G : case study – CONNECT AND DEVELOP PROGRAM, at the “edge of chaos”
  • 17.
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  • 19. IBM InnovationJam : working with IBMers, their clients and family members from 160 countries
  • 20. Philips Design : us ing it’s presence in Second Life to gain feedback on innovation concepts, engage residents in co-creation and gain a deeper understanding of potential opportunities in this virtual environment.
  • 21. Dell’s Idea Storm , “Where Your Ideas Reign”. Users can submit ideas and feedback and other Dell community members can vote on them. The top idea: Pre-Installed Linux | Ubuntu | Fedora | OpenSUSE | Multi-Boot
  • 22.
  • 23.
  • 24. Concept share : allows designers to capture feedback in fast and interactive way & speed up the process of innovation. The users are provided with a platform for collaboration and cocreation.
  • 25. My Penguin : book covers created by readers
  • 26. CrowdSpirit: Crowdsourcing for electronic products Submit an idea – Vote on it – Earn Money if idea goes to market
  • 27. Cambrian House ( www.cambrianhouse.com ) : allows members to submit ideas that could succeed on the Internet, then vote for their favourites. Users are also awarded Royalty Points for their contributions: if a product is launched commercially and starts making money, the user-creator will earn part of it.
  • 28.
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  • 31.