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How Brands are Leading  the Collaborative Economy
 

How Brands are Leading the Collaborative Economy

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How Brands are Leading

How Brands are Leading
the Collaborative Economy

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  • http://www.economist.com/printedition/covers/2013-03-07/na
  • <br /> The key is to convert products into services, services into marketplaces, and marketplaces build products <br /> <br /> They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff. <br /> <br /> Let me walk through each one in detail and show you how.
  • First, let’s focus on products becoming services. We call this “Company as a service” <br /> <br /> Now that customers want access to products –and may not necessarily want to own them, it means that companies <br /> <br /> Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling. <br />
  • For companies that have high durable goods, unattainable luxuries, idle invetories, or high consideration purhcaseds, allow them to now be a service <br /> <br /> For example Toyota and BMW now rent cars from their dealership in SF bay area. <br /> <br /> To get ahead of changing consumer needs, Toyota and BMW are now services. <br /> <br /> <br /> <br /> Acknowledgment required by Shutterstock for the Toyota image: Kosarev Alexander - Shutterstock.com
  • #collaboration #workspace #hotel #coworking <br /> Links: <br /> http://www.smartplanet.com/blog/design-architecture/how-marriott-is-designing-a-smarter-business-hotel/8828 <br /> http://www.workspring.com/
  • First, let’s focus on products becoming services. We call this “Company as a service” <br /> <br /> Now that customers want access to products –and may not necessarily want to own them, it means that companies <br /> <br /> Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling. <br />
  • Next, let’s talk about shifting services to now becoming marketplaces. <br /> <br /> We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. <br /> <br /> If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. <br /> <br /> There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting. <br /> <br />
  • http://campaigns.ebay.com/patagonia/
  • #sharedfoodprep #food <br /> https://munchery.com/ <br /> http://www.geekwire.com/2014/meal-delivery-service-munchery-raises-20m-expands-seattle/ <br />
  • #bikesharing#peertopeer #city #retail
  • Next, let’s talk about shifting services to now becoming marketplaces. <br /> <br /> We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. <br /> <br /> If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. <br /> <br /> There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting. <br /> <br />
  • In this third phase. Companies who have marketplaces, must activate them to build their future products. <br /> <br /> We call this “provide a platform” <br /> And it means that companies must empower their crowds to build future products and services. <br /> <br /> This is the hardest level –but yields the most benefits. <br /> <br /> <br /> Lots of of “co” words that are part of the collaboration mindset <br /> <br /> It doesn’t exist, but we see parts of it <br /> <br /> <br /> We see many startups already doing this: <br /> -Ideation sites like uservoice co-ideate new products <br /> -Kickstsarter co-funds new ideas <br /> -Quickly co-builds new products <br /> <br /> But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? <br /> <br /> In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. <br /> <br /> But the costs of buidling are leveraged by the crowd, reducing the costs of the company <br /> <br /> In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. <br /> <br /> In this future state: “The CROWD BECOMES THE COMPANY.“ <br />
  • Image from http://productnation.in/5-key-considerations-for-platform-approach/
  • #collaboration #workspace #hotel #coworking <br /> Links: <br /> http://www.smartplanet.com/blog/design-architecture/how-marriott-is-designing-a-smarter-business-hotel/8828 <br /> http://www.workspring.com/
  • #sharedfoodprep #food <br /> https://munchery.com/ <br /> http://www.geekwire.com/2014/meal-delivery-service-munchery-raises-20m-expands-seattle/ <br />
  • Links: <br /> https://www.niceridemn.org/about/ <br />
  • In this third phase. Companies who have marketplaces, must activate them to build their future products. <br /> <br /> We call this “provide a platform” <br /> And it means that companies must empower their crowds to build future products and services. <br /> <br /> This is the hardest level –but yields the most benefits. <br /> <br /> <br /> Lots of of “co” words that are part of the collaboration mindset <br /> <br /> It doesn’t exist, but we see parts of it <br /> <br /> <br /> We see many startups already doing this: <br /> -Ideation sites like uservoice co-ideate new products <br /> -Kickstsarter co-funds new ideas <br /> -Quickly co-builds new products <br /> <br /> But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? <br /> <br /> In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. <br /> <br /> But the costs of buidling are leveraged by the crowd, reducing the costs of the company <br /> <br /> In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. <br /> <br /> In this future state: “The CROWD BECOMES THE COMPANY.“ <br />
  • In this third phase. Companies who have marketplaces, must activate them to build their future products. <br /> <br /> We call this “provide a platform” <br /> And it means that companies must empower their crowds to build future products and services. <br /> <br /> This is the hardest level –but yields the most benefits. <br /> <br /> <br /> Lots of of “co” words that are part of the collaboration mindset <br /> <br /> It doesn’t exist, but we see parts of it <br /> <br /> <br /> We see many startups already doing this: <br /> -Ideation sites like uservoice co-ideate new products <br /> -Kickstsarter co-funds new ideas <br /> -Quickly co-builds new products <br /> <br /> But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? <br /> <br /> In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. <br /> <br /> But the costs of buidling are leveraged by the crowd, reducing the costs of the company <br /> <br /> In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. <br /> <br /> In this future state: “The CROWD BECOMES THE COMPANY.“ <br />
  • In this third phase. Companies who have marketplaces, must activate them to build their future products. <br /> <br /> We call this “provide a platform” <br /> And it means that companies must empower their crowds to build future products and services. <br /> <br /> This is the hardest level –but yields the most benefits. <br /> <br /> <br /> Lots of of “co” words that are part of the collaboration mindset <br /> <br /> It doesn’t exist, but we see parts of it <br /> <br /> <br /> We see many startups already doing this: <br /> -Ideation sites like uservoice co-ideate new products <br /> -Kickstsarter co-funds new ideas <br /> -Quickly co-builds new products <br /> <br /> But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? <br /> <br /> In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. <br /> <br /> But the costs of buidling are leveraged by the crowd, reducing the costs of the company <br /> <br /> In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. <br /> <br /> In this future state: “The CROWD BECOMES THE COMPANY.“ <br />

How Brands are Leading  the Collaborative Economy How Brands are Leading the Collaborative Economy Presentation Transcript

  • How Brands are Leading the Collaborative Economy For Sustainable Brands By Jeremiah Owyang @jowyang June, 2014
  • The Collaborative Economy 2
  • Phases of Internet Sharing The Collaborative Economy 3 From Altimeter Research: The Collaborative Economy, 2013, Jeremiah Owyang
  • What role do corporations play if people get what they need from each other?
  • The Collaborative Economy An economic model where creation, ownership, and access are shared between people and corporations.
  • You had to Redesign your business model for the Collaborative Economy? What if?
  • Collaborative Economy: Value Chain
  • Collaborative Economy: Value Chain
  • Brand as a Service
  • BMW and Toyota as a Service
  • Home Depot as a Service
  • 12 Marriott “office as a service” offers purpose-built coworking spaces. Marriott takes a strategic approach to reaching collaborative workers with work-oriented suites, co-working spaces, project rooms, meeting rooms and event spaces.
  • Collaborative Economy: Value Chain
  • Collaborative Economy: Value Chain
  • Patagonia enables a marketplace for refashioning products. 15
  • 16 Walmart enables game exchange – reducing waste. Customer who bring in used video games can receive store credit, currently at Wal-Mart, and soon at Sam's Club.
  • 17 Gap partners with Divvy Bike Sharing for a shared workforce During the summer, people work at Divvy bike sharing, during winter, they’re auto-employed at Gap retail.
  • Collaborative Economy: Value Chain
  • Collaborative Economy: Value Chain
  • Enable a Platform
  • 21 U-Haul enables the crowd to fund truck, share in winnings and foster “Shared Destiny” Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
  • GE Co-Develops with Quirky for sharing of ideas, supply chain, marketing, and revenues 22
  • Customers act like designers and manufactures with 3D printed phone cases 23
  • Walgreens Co-Delivers with Taskrabbit, extending brand promise 24
  • 25 Coke’s Wonolo shares with customers who become employees “Work Now, Locally” Retail customers can now stock shelves for Coke displays –and get paid while at it. Customers = Employees.
  • Barclays offers BarclayCard Ring, a credit card designed and built by community crowdsourcing. Card community members can propose ideas and vote for ways to make the card better meet their needs. The community collectively discusses ideas and evolves the card together. The Giveback program allows members to share in the profits of the credit card program.26
  • Collaborative Economy: Value Chain
  • Collaborative Economy: Value Chain
  • Collaborative Economy: Value Chain B2P: Sell one good a thousand times; offer value added services. P2P: Enable reselling of durable goods/services, scale new value. B+P: Tap crowd for innovation, with shared IP and revenues and loyalty. Regenerates
  • New Members: Clorox, MasterCard
  • Go Deeper: Explore the Collaborative Economy Honeycomb 10:30am at the Saatchi & Saatchi S executive suite. Share San Diego’s finest vegan donuts!
  • 1. People are empowered to get what they need from each other; corporations must use same strategies. 2. Strategy One: sell one product a thousand times, a brand as a service. 3. Strategy Two: companies host marketplaces of goods and services. 4. Strategy Three: provide a platform for makers, to fund, co-innovate, and share winnings. 5. As a result, companies are resilient: connected, empowering others, efficient, and profitable. FIVE FINAL TAKEAWAYS
  • Welcome to the Collaborative Economy Crowd Companies Empowered People & Resilient Brands Jeremiah Owyang Founder @jowyang Jeremiah@CrowdCompanies.com