Co-creatie presentatie TNO Nyenrode future of business

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Presentatie door Martijn Staal van TNO tijdens Nyenrode future of business seminar

Presentatie door Martijn Staal van TNO tijdens Nyenrode future of business seminar

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  • 1. Co-creation Future of Business, Nyenrode seminar June 7th, 2010 Martijn Staal martijn.staal@tno.nl | 0651916237
  • 2. Introduction TNO & Martijn Staal •Independent •Turnover: 553MEuro (TNO ICT: 40MEuro) •Employees: 4000 (TNO ICT: 375)
  • 3. Introduction TNO & Martijn Staal
  • 4. Introduction TNO & Martijn Staal • Consultant & innovator at TNO ICT since 2005 • Social media & co-creation studies & consultancy for Corporates (Philips, KPN), industry associations (publishers & printers), SME, Economic Affairs, EC • More info (Dutch): http://www.martijnstaal.nl/
  • 5. Co-creation: Fear for the crowd or give direction to the power of the crowd? Martijn.Staal@tno.nl +316-51916237
  • 6. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  • 7. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  • 8. Tapscott Von Hippel Co-creation: Develop and improve products & services together with •Users & customers •Consumers •Companies •Experts And very important: dialogue! Prahalad Howe
  • 9. “more than 50 percent of product initiatives at Procter & Gamble involve significant collaboration with outside innovators” Video: https://secure3.verticali.net/pg-connection-portal/ctx/noauth/PortalHome.do
  • 10. 1 2 3 Co-creation as enabler of marketing & innovation objectives and starting dialogue about customer needs Concept Development Testing Use CO-CREATION OBJECTIVE •New products •Cost savings •Loyality •Market share •PR •PR •PR Ideas Domain Info about Ideas for expertise Needs improvements
  • 11. Basics of Co-creation: The crowd (almost) always knows better
  • 12. Consumers are empowered
  • 13. Text Web 2.0: Power of media increases
  • 14. User Generated Content
  • 15. Consumers are networked
  • 16. 1 2 3 The crowd as a threat..?
  • 17. 1 2 3 The crowd as a threat..?
  • 18. Dell IdeaStorm (B2C) (2007) •9.000 members •11.000 ideas (300 p/m) •84.000 comments (80/20) •650.000 votes •1-5% of ideas is usable •Costs: 2 FTE mgt + €150-300k •Advantage: less support, cost savings, ideas, loyalty Or as an opportunity!
  • 19. Hoe voorkom je negatieve publiciteit?
  • 20. Co-creation happens anyhow! But how can you give it some direction, and make use of co- creation to start a dialogue with your customers?
  • 21. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  • 22. Prevent a dead community or negative PR
  • 23. “What are the most promising cases?” “Wollig 'enerzijds-anderzijds' verhaal. “ ….. “WTF is social tagging: spreek je moers taal!)? Kinnesinne?” ….. Co-creation with users can be fragile
  • 24. 1 2 3 Important questions 1. Which marketing & innovation objectives must be reached? 2. Co-creation in what part of the innovation process? 3. What expertise do you need? 4. Which target groups needs to be involved? 5. How can the target group be motivated? 6. What departments and persons in the organization must be involved? 7. What co-creation specific functionality is needed? 8. What platform is most suitable? Answers are different per objective
  • 25. Per phase expertise, target groups and needs are different Concept Development Testing Use Experts ● Pro-Amateur ● Mass audience ● ● Expertise Size
  • 26. ? Involvement of the right departments & persons is of huge importance •Marketing & communication •Innovation •Developers •MT •..
  • 27. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  • 28. Platforms per 1 2 3 target group (offline & online) Experts Pro-Amateur Mass audience Internal, own management External & control & open
  • 29. •Consumers can upload their designs •3000+ designs per week •Costs: 12 FTE •Advantages: - Customers 2,5 million LEGO fans - Animation & computer games -Magazines & LEGO WORLD with 70.000 visitors -Because of community more mature users From decreasing revenue to fast growing turnover and 2,5 million fans
  • 30. •Focus on professional partners and gebruikers •Development of applications •# apps: 15.000+ in 0,5 year, 140.000+ apps in 1,5 jaar •>3 mrd downloads Controlled & External
  • 31. Co-creation with co-workers
  • 32. •Focus on young professionals and students •5.000 registrations •€5.000 per battle •Until now 70 battles •On average 50 ideas per battle On demand & closed
  • 33. De Windvogel Private initiative & open •Particulier initiatief ogv windenergie •Vereniging exploiteert 4 windturbines, ca. €500.000 per stuk •Levert energie aan leden en verkoopt energie aan Eneco •Voldoende energie voor ruim 1600 huishoudens
  • 34. 1 2 3 Completely open •Objective: efficiency, knowledge development and sharing •530 festival program tips •900 tips via social media •40 participants on the Open Festival model •A lot of positive feedback
  • 35. Platforms per 1 2 3 target group (offline & online) Experts Pro-Amateur Mass audience Internal, own management External & control & open
  • 36. Evolution of internal co-creation organization Co-creation Capabilities Phase 1: Start •Project focused •Experiments & pilots Phase 1 •Learn to be ‘open’ •New roles & processes •Change management Start Time Bron: Ninesigma, 2009
  • 37. Evolution of internal co-creation organization Phase 2 Co-creation Capabilities Consolidation Phase 2: Consolidation •Best practices •Workflow processes are Phase 1 defined •Metrics structure is used •Co-creation as part of the Corp. strategy Launch Time Bron: Ninesigma, 2009
  • 38. Evolution of internal co-creation organization Phase 3 Integration in organization Phase 2 Co-creation Capabilities Phase 3: Integration Consolidation •Co-creation strategy is presented internally and externally •Organization wide, well- defined CC processes •Standard metrics and Phase 1 dashboards •Knowledge has become competitive strength Launch Time Bron: Ninesigma, 2009
  • 39. Conclusions • Go experiment with co-creation, but develop a co-creation specific strategy • Take customers & users serious • Transformation of internal organization is essential!
  • 40. Thanks for your attention Questions: Martijn.Staal@tno.nl +316 51916237
  • 41. E-participatie / co-creatie model: Een modulaire aanpak E-participatie en Is er een match met de organisatie? co-creatie 1: Maturity •Type organisatie model •Doelstellingen, missie & strategie model •Cultuur & ervaring Is er een match met het probleem? 2: Matching •Doelstellingen & strategie •E-participatie karakteristieken model •Cultuur & processen •Crowd karakteristieken Hoe succesvol te zijn? 3: Implementatie •Doelstellingen & strategie model •Cultuur & processen •Crowd karakteristieken •Tools Wat is het succes? 4: Evaluatie •Key performance indicators model •Meten van impact / waarde •Learnings 42