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 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

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

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

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 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

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

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

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

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

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

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

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

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?

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

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

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

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”

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

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

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 BACKGROUND BENEFITS SOLUTION 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.

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 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 BACKGROUND BENEFITS SOLUTION 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.

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

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’ BACKGROUND BENEFITS SOLUTION 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.

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.

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