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Consumer innovation on the internet

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    http://arcci.femplaza.nl/index.php?option=com_content&view=article&id=88:arcci-seminar-marco-derksen&catid=9:voorpagina Mensen zijn altijd al creatief geweest, maar sinds het internet (en Web 2.0) is dat nog meer gaan opvallen. Toch stellen veel mensen zich de vraag hoe innovatief dit alles is en waar het toe leidt. Gaat het echt om innovatie of is toch vooral veel geblaat en weinig wol? Marco Derksen is in Nederland een van de leidende autoriteiten als het gaat over digitale marketing. Zelf draagt hij daar ook zijn steentje bij met zijn Marketingfacts, Foodlog en meer recent Arnhem Direct.   Wat kunnen we hiervan leren? Hoe scheiden we het kaf van het koren? Komt dat zien en komt dat horen! Samenwerkingsverband ARCCI is een samenwerkingsverband van de lectoraten Kunst, Cultuur & Economie en Mode. De seminars worden afwisselend bij de HAN en bij ArtEZ gegeven. Waar en wanneer? Het seminar vindt plaats op dinsdag 7 april van 15:30 – 17:00 uur bij de HAN, in lokaal A401 (gebouw FEM, Ruitenberglaan 31, 4de verdieping) Aanmelden of meer weten? Neem contact op met Nanneke Pillen via [email_address] Dit emailadres is beveiligd tegen spambots, u heeft javascript nodig om het te kunnen bekijken of 026 35 35 722.

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    Consumer innovation on the internet - Presentation Transcript

    1. Communication in the digital age It’s all about socialising, sharing and creating Marco Derksen 7 april 2009 Consumenteninnovatie op het internet
    2. Aalten , Amsterdam , Arnhem , Hogeschool Arnhem-Nijmegen, scheikunde , Katholieke Universiteit Nijmegen, Organon , datamining , marketing , Ondernemer , VODW, BrandmarC , P&G, ING, digitale media , gezin , Share of Mind, Essent, Amicon, webanalytics, ilse media, Marketingfacts , Upstream , HAN , Arnhem Direct , Social networks, IAB, VPRO , Digitaal Communicatie Lab
    3. Introduction In the digital age, the only constant is change
    4. Introduction Evolution of the web Bron: Forrester Technology Social change Social Computing Technology increases the speed and force of social change Social forces shape technology development and custom applications
    5. Introduction Evolution of the web Bron: Nova Spivacks
    6. Introduction Evolution of the web Bron: Forrester Social Computing Enterprise 2.0 Marketing 2.0 Collective Intelligence Crowdsourcing Adaptive Web Health 2.0 Webcare behavioral shifts Blogs Wikis Widgets RSS Social networks Podcasts Tagging Rich Internet Applications core applications & features Flash AJAX XML Microformats Open API enabling technologies
    7. Introduction The media landscape changed every 12-18 month
    8. Introduction Online oxygen Bron: Trendwatching.com
    9. Introduction Generation C Bron: Trendwatching.com
    10. Introduction Virtual Connected
    11. Introduction Eight business technology trends to watch
    12. Introduction Eight business technology trends to watch
      • Distributing cocreation
      • Using consumers as innovators
      • Tapping into a world of talent
      • Extracting more value from interactions
      • Expanding the frontiers of automation
      • Unbundling production from delivery
      • Putting more science into management
      • Making businesses from information
    13. Introduction Let’s focus on co-creation within markets and communities Bron: OMC Group
    14. Introduction Co-creation (or whatever you want to call it) Brandgagement (Mangold), Distributed business (Brown), Citizen Marketing (McConnell & Huba), Co-creation (Prahalad & Ramaswamy), Community Driven Innovation (Favela Fabric), Connected Marketing (Kirby & Marsden), Consumer Driven Business (Verdonck), Consumer Driven Innovation (Eric von Hippel), Creation nets (Brown & Hagel), Crowdsourcing (Surowiecki), Customerism , Listening-Centered Marketing (Pete Blackshaw) , Mass Collaboration, Open Source Communities, Open innovation (Henry William Chesbrough), Open Source Marketing (Cherkoff), Peer production (Benkler), Product development 2.0 (Dion Hinchcliffe) , Wikinomics (Tapscott & Williams)
    15. Living in open source times
    16. Living in open source times Mountain bike
    17. Living in open source times The Mozilla Foundation
    18. Living in open source times Firefox
    19. Living in open source times Apache
    20. Living in open source times Linux
    21. Living in open source times OpenOffice.org
    22. Living in open source times Wikipedia: The Free Encyclopedia
    23. Living in open source times ccMixter
    24. Living in open source times Wikinomics: How Mass Collaboration Changes Everything
    25. Open for business
    26. Open for business TaxAlmanac: The fr ee online tax research resource and community
    27. Open for business Big Brother Wiki (CBS)
    28. Open for business OhmyNews: Every Citizen is a Reporter
    29. Open for business OhmyNews: Every Citizen is a Reporter
    30. Open for business Skoeps: Sharing your experience with the world R.I.P.
    31. Open for business Digg.com: We make the news!
    32. Open for business Amazon Mechanical Turk: Artificial Artificial Intelligence
    33. Open for business InnoCentive: W eb-based community matching top scientists
    34. Open for business NineSigma: Accelerating the Innovation Cycle
    35. Open for business YourEncore: Accelerating Innovation Through Proven Experience
    36. Open for business Tremor (VIP Community of Teens, P&G)
    37. Open for business Vocalpoint (Network of women, P&G)
    38. Open for business Dell Ideastorm
    39. Open for business My Starbucks Idea
    40. Open for business Lego Factory: How Lego makes mass customization work
    41. Open for business Lego Factory: The Paradigm Shift for LEGO From To Bron: Sophie Jenkins 100 LEGO designers ave. age 29 300 new LEGO sets p.a. Predefined, individual LEGO (play) experiences Trying to understand Consumers Only product innovation 1,000,000 LEGO designers ave.age 9 3,000,000 new LEGO sets p.a. Self-selected, interactive and social LEGO (play) experiences KNOWING the consumer Also PROCESS innovation Product revenue streams Product & SERVICE and EXPERIENCE revenue streams
    42. Open for business Lego Factory: How to Wow Bron: Sophie Jenkins Past consumer experience: LEGO defined Experience LEGO model LEGO Design Retail/S@H LEGOLAND LEGO theme Consumer Experience LEGO defined Future consumer experience:
    43. But first, get connected
    44. Get connected Nike+
    45. Get connected My Barack Obama
    46. Get connected MoveOn.org
    47. Get connected Threadless: Designed by the Community
    48. Dutch cases
    49. Dutch cases Tweakers.net (VNU Media)
    50. Dutch cases Radar (TROS)
    51. Dutch cases Radar (TROS)
    52. Dutch cases Kassa (VARA)
    53. Dutch cases Club China (KLM)
    54. Dutch cases Wehkamp
    55. Dutch cases Bolletje
    56. Dutch cases Wij bouwen een wijk (Smallingerland)
    57. Dutch cases TomTom Map Share
    58. Dutch cases Redesignme.com: Co-creatie binnen handbereik
    59. Dutch cases Battle of Concepts
    60. Dutch cases C,mm,n: Bouw mee aan de auto van de toekomst
    61. Dutch cases Spreadshirt - je eigen persoonlijke kleding!
    62. Dutch cases Raboblog.nl
    63. Dutch cases Rabobank Starterscommunities
    64. Dutch cases Marketingfacts.nl (online community for marketers)
    65. Dutch cases Foodlog.nl
    66. Dutch cases Arnhem-direct.nl
    67. Dutch cases AcuteZorg.nl
    68. Who is connected?
    69. Who is connected? Forrester Research
    70. Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)
    71. Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)
    72. Who is connected? The 1% Rule (citizen participation)
    73. Who is connected? The 1% Rule ( Creators, Synthesizers, and Consumers) Bron: Bradley Horowitz (Yahoo!)
    74. Who is connected? Participation Inequality
    75. Business model
    76. Business model Wat is het businessmodel van user generated content? Verdienmodel Kostenstructuur
    77. Business model Wat is het businessmodel van user generated content?
      • Doelstelling (value proposition):
      • Marketing (bijv. Firefox, Amazon)
      • Merkbouw (bijv. Dove, Threadless)
      • Innovatie (bijv. P&G, Lego)
      • Klantloyaliteit verhogen (bijv. China Club KLM)
      • Kostenbesparing (bijv. BBC News, Skoeps, Ohmynews)
      • Verbeteren concurrentiepositie (bijv. Wegener, Molblog/TvM, Emerce)
    78. Business model Wat is het businessmodel van user generated content?
      • Verdienmodellen (value configuration):
      • Advertising/sponsoring (bijv. Web-log.nl, Wikipedia)
      • Gebruikers laten betalen (bijv. Habbo, Second Life)
      • Premium services (bijv. Web-log.nl)
      • Verkoop via andere kanalen (bijv. Toodou, Pocketinfo, Marketingfacts)
      • Faciliteren nieuwe diensten (bijv. marktonderzoek via Toodou, Hyves)
      • Content exploitatie (bijv. Flickr, Lulu)
      • Indirect (door kostenbesparing, imagoverhoging)
      • 3M boekt 146 miljoen dollar meer omzet door een betere lead-userfocus
      • Converse (sneakers) laat consumenten hun eigen reclame maken en boekt een omzetstijging van 12 procent
      • Audi laat klanten meedoen in zijn commercials en verhoogt de effectiviteit van zijn campagne met 80 procent
      • Amazon krijgt dagelijks 10 miljoen aanvragen binnen via affiliatelinks op sites van derden
      Business model Voorbeelden
      • Threadless ontvangt iedere week 1500 gratis ontwerpen van t-shirts
      • Lego verkoopt inmiddels 6.000 producten die zijn ontworpen door gebruikers
      • Bij Toyota is binnen 2 dagen de productie weer op gang na een open source aanpak (brand Aisin Seiki)
      • Deelnemers aan Innocentive halen een rendement van 250 procent
      Business model Voorbeelden
    81. Tools
    82. Listen
    83. Listen Google Blogsearch
    84. Listen Twitter Search
    85. Listen Blogpulse: search in more than 100 million blogs
    86. Listen Blogpulse: search in more than 100 million blogs
    87. Listen Blogpulse: search in more than 100 million blogs
    88. Listen Blogpulse: search in more than 100 million blogs
    89. Listen Nielsen BuzzMetrics
    90. Listen TNS Cymfony
    91. Listen Uservoice.com
    92. Facilitate
    93. Facilitate Hyves.nl
    94. Facilitate Linkedin
    95. Facilitate Ning
    96. Facilitate Mindz.com
    97. Facilitate Netvibes
    98. Participate
    99. Participate Community Platforms
    100. Participate Telligent Systems
    101. Participate Community Server (Microsoft)
    102. Participate WordPress.org
    103. Participate Drupal.org
    104. Participate The FLIRT-model of crowdsourcing (Sami Viitamäki)
    105. Participate The FLIRT-model of crowdsourcing (Sami Viitamäki)
    106. Participate The POST-model (Forrester Research)
    107. Van stranger tot evangelist Wat zijn de kritische succesfactoren? Hoe trek ik bezoekers? Hoe zorg ik dat ze terugkomen? Hoe zorg ik dat ze actief deelnemen? Hoe zorg ik dat ze een evangelist worden? Bereik Sitebezoek Stranger Lurker Participant Evangelist
    108. Van stranger tot evanglist Kritische succesfactoren van online communties Promotie Content Interactie Co-creatie Bereik Sitebezoek Stranger Lurker Participant Evangelist
    109. Tools Listen, facilitate and participate
    110. “ You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” Steve Jobs

    + Marco DerksenMarco Derksen, 8 months ago

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