The We Experience

The We Experience Emotionally engage us and flourish By Marieke Schoenmaker

Companies that try to create meaningful experiences are flourishing

Creating meaning requires inspiring leadership, is difficult and time consuming

Imagine …. What is needed to create meaningful experiences?

To create meaning we need to understand the concept of ‘The We Experience’
The shift from transaction to interaction is the new social reality
We become players and are at the centre of the innovation cycle
The creative process transforms the company’s DNA into a high involvement concept
The digital age delivers a We Experiential Platform to explore, play and learn
An ongoing experience innovation process requires the new creative class
The We Experience innovates at the end our business model
We already learn from compelling We Experiences throughout the world

The shift from transaction to interaction is the new social reality
We floated from the agrarian through the industrial and service into the experience economy
Value in the new social reality is created from our point of view
The driver behind this new value creation is the need to connect

We floated from the agrarian through the industrial and service into the experience economy Differentiated Un-differentiated Relevant for Irrelevant for Market Added value Price fixing Customer needs Competitive position Commodities Products Services Experiences staging Co-creation experience transformation Customization Customization Customization Commoditization Commoditization Commoditization

Value in the new social reality is created from the customer point of view

The driver behind this new value creation is the need to connect
People want to express themselves
People want to create
People are looking for inspiring relations
People want to stay in touch
People want to help each other
Source: Harvard Business, Groundswell

Imagine …. How are you connected with the experience economy?

We become players and are at the centre of the innovation cycle
We search for meaningful shopping experiences
We connect ourselves in peer to peer networks to have memorable experiences
By thoroughly mapping our customer journey organizations discover breakthrough innovations

We search for meaningful experiences CUSTOMER Alternative Online channels Demands better Shopping environment Increased Online shopping Appreciates customization Demands participation Wants experiences And quick solutions Seeks excitement Demands Better services Source: Capgemini, The future Consumer

We connect ourselves in peer to peer networks to have memorable experiences Source: Harvard Business, Groundswell

By thoroughly mapping the customer journey organizations discover breakthrough innovations Orientation What does the customer have in mind? Interaction What is available of what the customer had in mind? Decision-making Is the choice compelling for the customer? Purchasing To what extend do the choice and the purchase justification match? Paying To what extend do customers need to be reassured on trust issues? Delivery What does the customer need to monitor to ensure that the job is successfully executed? Use What might the customer need to use the solution for his objective? Conclude What must the customer do to finish his job?

Imagine …. What were you’re breakthrough innovations last year?

The creative process transforms the company’s DNA into a high involvement concept
Creativity is about seeing solutions that others haven’t seen yet
A high involvement concept is a compelling umbrella for all the company’s activities
Bridging people, ideas and information in inspiring environments to make innovation happen

Creativity is about seeing solutions that others haven’t seen yet Collaborative thinking X Exceeding boundaries X A catching objective X Productive power = More valuable products, services and processes Source: Lynda Graton, Hotspots

A high involvement concept is a compelling umbrella for all the company's activities Source: Diane Nijs, Imagineering Identity Co-creation Themes Physical and virtual environments Employees Communication Sense Feel Think Relate Act

Bridging people, ideas and information in inspiring environments to make innovation happen

Imagine …. Is innovation already you’re company’s DNA?

The digital age delivers a We Experiential Platform to explore, play and learn
Bringing content, media and marketing together
Facilitating customers to feel a human digital experience
Co-creation and collaboration on total solutions, through a global network

Bringing content, media and marketing together
Consumption of media and communications is booming
gaming, online shopping, user generated content and social networking
New patterns of behavior that impact the industry
Control, impatience, community interactions and originality
Reshaping the landscape
From a traditional, static, non-interactive and pre-packaged media experience
To customer involvement and insights at every stage of the product lifecycle an creating new sources of value tot gain consumer attention
New capabilities
Involve consumers in the creative and development process
Recreate source of value to the consumer
Weave strong relationships with online opinion makers
Offer addictive experiences
Source: Capgemini, Digital Natives

Facilitating customers to feel a human digital experience
Virtual agents are the new brands of the future
They know exactly what you as a person need
They will stimulate the dialogue with us
In order to advise us and enable our transactions
They will become like friends
Both in their look and feel
And at the end with their scent

Co-creation and collaboration on total solutions, through a global network Source: May 2006, Chris Lawer

Imagine …. How can you’re organization become a experiential platform ?

An ongoing experience innovation process requires the new creative class
Apply the Maslow pyramid of needs to the workplace
We need servant leaders who inspire us to achieve catching goals
We become a personal brand to live beyond our talents

Apply the Maslow pyramid of needs to the workplace Source: October 2007, Chip Conley

We need servant leaders who inspire us to achieve catching goals
People who will orchestrate relationships in a flat world
Visionaries who have ideals to deal with the big issues of our planet
Instead of managers who control the spreadsheets
Servant leaders are people with imaginative power, ideals, inspiration to facilitate people in their collaboration and participation
They have the characteristics like guts, entrepreneurial power and attention for people, planet and profit

We become a personal brand to live beyond our talents Source: June 2008, Talentfirst/Marieke Schoenmaker

Imagine …. What is the art of you’re company’s leadership?

The We Experience innovates at the end our business model
Realize growth and cost control at the same time
The We Experience unfold new ways for life-time value

Realize growth and cost control at the same time Source: February 2008, Bas van Oosterhout

The We Experience unfold new ways for life-time value
Business level strategy
How can we collaborate with our customers to co-create superior value?
Corporate level strategy
How do we select an optimal set of businesses and determining how they should be integrated into the corporate whole?
Network level strategy
Is it possible that our organization does work together with others like a team instead of splendid isolation?

Imagine …. How do you realize sustainable growth?

We already learn from compelling We Experiences throughout the world
The blue World provides children an learning and fun experience on how to deal with money
Slideshare facilitates the art of self expression and connect people to share their ideas
Zopa provides a social place where people meet, borrow and lend money from each other
A Decidedly Different Book Publishing Company with an Unconventional Approach to Conventional Publishing
How Nike turns something I hate (running) into something I love (gaming)

The blue World provides children an learning and fun experience on how to deal with money
Today Postbank is able to provide children with a first experience on how to deal with money.
Linking games to Postbank e-commerce site increases the number of hits on their website and the offer to open up a Easy Blue account
The experience focuses on customer lifecycle management as a whole, building brand equity with users in their early days.
Traditional banks have been looking for ways to utilize and benefit from the experience innovation revolution
BACKGROUND BENEFITS SOLUTION
Postbank
Traditionally Postbank focused on retaining adults as their customers.
Adults don’t switch easily from one bank to another
That insights brought Postbank on the idea to set up a relationship with children as first step in their life cycle.
Blue world
Introduce a new game as addition to the “postbank pennymaat”
“ Blue World” Postbank today, provides subscribers with up-to-date product and events content over the internet interface; deep-linked to Postbank’s e-commerce website Blue World as an experience environment
By watching Blue world not only as a game, but as an experience concept, the Postbank got insights in new ways to engage children and their parents.
Opening an easy blue account provide entrance to the Blue world
Blue World News tells the hottest gags, send cards, and download screensavers and wallpaper and a shopping race
Blue Box is a money-box calculate savings and can be plugged in to your computer
Blue World upload newest games, tips and tricks.
Easy Blue account as entry to the Blue World
Blue Box a digital money box for education and fun
Numa as virtual lion-agent to help children in their journey
Program for pc as entry point to the blue world

Slideshare facilitates the art of self expression and connect people to share their ideas
High return on investments on ads.
Increased traffic to your site
Generate business leads
Expansion of your network
Improving your insights by the perspective of others
Try out of your concepts and get insights in interest
In 2006, Rashmi Sinha, Jonathan Boutelle and Amit Ranjan founded slideshare.net.
They were and are passionate about creating compelling web experiences and think that small teams with fire in their eyes can do big things.
Combining web 2.0 technologies to enable knowledge workers to express themselves, share their ideas and connect to each other
BACKGROUND BENEFITS SOLUTION The founders created Slideshare , the world’s largest community for sharing presentations Slideshare as an multimedia experience
Share slideshows publicly or privately
Tag , download, share, embed in blog
Join groups to connect with members who share same interest
Comment and learn
Slidecast is a multimedia mash up to trigger people’s imagination
Facilitate discussions among friends by embedding your slideshare presentation in Facebook
You can provide link from you blog to your presentations on Slideshare

Zopa provides a social place where people meet, borrow and lend money from each other
170.000 members already within 2 years
Fee of € 118,= to pay upfront by borrowers
Fee of 0.5% to pay by lenders on the amount they lend to borrowers
Copycats like Prosper (US), Smava (Germany) and Boober (NL)
Customers: user friendly, save, better deals
Zopa
Zopa is the world’s first lending and borrowing marketplace, bringing borrowers and lenders together
The have been looking for ways to utilize and benefit from the experience innovation revolution, resulting in huge cost advantages.
They provide people a fairer deal when it comes to their money
“ Zopa” the marketplace where lenders put money in, borrowers borrow money and everyone is happy. Zopa as an experience environment
Zopa Blog to read the random thoughts about life and Zopa and everything in between.
Discussion board where members can meet, exchange lending tactics and where they see Zopa is going in the future.
Member story where members chat about their family, job, hobbies and view on Zopa.
Get a loan between GPB 1K and 15K for a timeframe of 36 to 60 months. Get a quote.
Lend money you choose the rate,, you lend to Zopa, you get insight in the people who borrow
Listings is like an online auction. People set their own terms and rates. Money is human again.
Traditional banks have massive overheads, with thousands of employees to pay and hundreds of branches to maintain. They take large margins on the money they passes through customers.

A Decidedly Different Book Publishing Company with an Unconventional Approach to Conventional Publishing
1.500 projects and the number is growing fast
More than 1.000 writers, editors and reviewers for whom it is easier now to explore and increase their change on a publishing deal (which is 15.000 to 1 in the traditional industry)
50/50 profit sharing on published books
Potential to grab a high market share in a 50 billion dollar industry
Pandora, the first WeBook and created by 34 people, is already on sale now
We Book
WeBook was founded in 2007 by Itai Kohavi and presented as the Next Generation Publishing.
They fulfill dreams by enabling inspiring writers, alone of with friends to publish books through a cooperative writing platform.
WeBook is about You and user genarated books
“ We Book ” the marketplace where lenders put money in, borrowers borrow money and everyone is happy. We Book as an experience environment
Already 252 WeBook groups that share their passion on same interests.
We Book forums to share thoughts.
WeBook blog to share the progress of the concept with the world.
Write , begin a novel, essay or poem. Start your own or join one in progress.
Review , the beauty is to get rapid reaction on your writing. Give and get feedback
Vote , you and your fellow WeBookers will help to choose the best work for publication.
The traditional process for publishing a book is a lot like ivy-league school admission. Sooner or later, you'll find yourself brownnosing a guy with elbow patches. And then there's the endless waiting. And waiting. And waiting.
Get published , WeBook will offer you a contract and distribute selected work.

How Nike turns something I hate (running) into something I love (gaming)
Design of a community of more than a million of runners
Co-design of Nike shoes, sport band and Ipod
Strengthen the Social Responsible brand image
Facilitating very personal experiences and create brand ‘lovers’
Nike+
Nike+ was born as a multi-channel, multi-sensory marriage of Apple and Nike technologies.
With a seemingly complex product, we had to create an immediately resonant experience for a broad target market, from geeked-out marathoners to everyday fitness joggers
The toughest creative challenge was establishing and maintaining a sense of simplicity.
“ Nike+” , get connected to your running experience, relive your runs and track your progress. Nike+ as a gaming experience
The Human Race on 31th of August
Run with a million runners worldwide
A million stories to tell, share it with your friends
In 25 cities or run anywhere
Run for a cause: lend a hand with your feet. Every step will count toward 3 noble causes
2 Ways , a sensor keeps track on every step and gives feedback through your Ipod or your Nike+ sportband.
Relive, gives you insight in how your run and use the data to track progress.
Connect , motive, train and compete with friends within the world’s largest running community.
Most traditional producers in the sport market focusing on the health side of sports. They approach health as something functional and underestimate the emotional part of it.
Join , Nike+ as your ultimate training partner to help you in your transformation.

This was a story about The We Experience helping you to start with your journey to get emotionally engaged and flourish Please share with the Experience Innovation Group on Slideshare your We Experience Contact us by giving your comments create and learn from each other

www.slideshare.net/mariekeschoenmaker www.slideshare.net /group/experience-innovation www.insightory.com www.experienceinnovation.blogspot.com www.linkedin.com/in/mariekeschoenmaker http:// twitter.com/mariekeschoenmaker Enjoy! “ Life is one great opportunity for growth” Marieke Schoenmaker [email_address] +31-622497148 In collaboration with Connecter & Network Orchestrator Entrepeneur Thank you! Inspired by my customers, friends, the artists, and the great thinkers in this world

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The We Experience

by Gamechanger on Jul 12, 2008

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