Co-Creating Value

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You do not own your brand.

You only think you own your content.

Good content is no longer good enough.

Co-creating value by using a collaborative entertainment model offers new opportunities for media and entertainment companies by aligning the management of the property with the realities of content creation in a digital world.

The collaborative entertainment model creates legal space for fans to contribute to the property, recognizes that customers are a source of competence, and acknowledges that content can sometimes be more valuable when used as advertising for other goods/services.

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Co-Creating Value

  1. 1. Co-Creating Value through Collaborative Entertainment Presented to Disney Imagineering R&D Glendale, CA March 10, 2010
  2. 2. OBLIGATORY TRANSMEDIA SLIDE Mention Transmedia 2
  3. 3. The Bad News 1) You don’t own your brand 2) You only think you own your content 3) Good content isn’t good enough anymore 3
  4. 4. 1. You don’t own your brand 4
  5. 5. I DON’T LIKE DISNEY (but I DISNEYLAND) 5
  6. 6. YOUR BRAND IS A CHEAT CODE 6
  7. 7. YOUR BRAND IS META 7
  8. 8. YOUR BRAND IS NOT YOURS 8
  9. 9. “Brands that enhance our sense of well-being and freedom further our sense of self. They can enhance our higher needs for esteem, socialization and self- actualization. These are people-centric brands that help us to obtain value.” Nicholas Ind Author (Beyond Branding, 2003) 9
  10. 10. 2. You only think you own your content 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. “Today’s audience isn’t listening at all – it’s participating. Indeed, audience is as antique a term as record, the one archaically passive, the other archaically physical. The record, not the remix, is the anomaly today. The remix is the very nature of the digital.” William Gibson Author (interview on NPR from Nov. 30, 1999) 14
  15. 15. 15
  16. 16. “Downfall” HD / Blu Ray Remix Meme 16
  17. 17. RECENT REMIXES 17
  18. 18. WARNING: The following content may cause yawning. + = Law History Legal History 18
  19. 19. Congress on the purpose behind copyright law: “to promote the Progress of Science and useful Arts, by securing for limited Times to Authors and Inventors the exclusive Right to their respective Writings and Discoveries.” 19
  20. 20. The concept of copyright inherently recognizes the utility of conditional remix under copyright protection and the utility of limited-duration copyright protection. The implementation of copyright has, over the years, come to be at odds with the original intent. 20
  21. 21. “Fans are lead users – early adopters of new products and properties but also early adapters who retrofit those materials to better serve their needs; studying how they modify media properties may help companies to better identify otherwise unnoticed flaws and potentials.” Henry Jenkins Provost’s Professor of Communication, Journalism and Cinematic Arts at USC (http://www.henryjenkins.org/2006/12/how_transmedia_storytelling_be_1.html) 21
  22. 22. COPYRIGHT IS AN ARTIFICIAL BOUNDARY BETWEEN CREATOR AND CONSUMER Creators Creators / Copyright Consumers Consumers 22
  23. 23. 3. Good content isn’t good enough anymore 23
  24. 24. PRODUSAGE MODEL (Passive) Consumption (Active) Usage (Creative) Produsage Produsage: “the collaborative and continuous building and extending of existing content in pursuit of further improvement.” Alex Bruns author, researcher (Blogs, Wikipedia, Second Life and Beyond, 2008) 24
  25. 25. CO-CREATING VALUE Value creation comes from personalized experiences, not products or product-based transactions. • The individual consumer is at the heart of the experience • Companies can no longer control/own all of the resources necessary to provide personalized experiences C.K. Prahalad and M.S. Krishnan The New Age of Innovation, 2008 25
  26. 26. “Customers play an active role in co-creating value.” Better Awesome C.K. Prahalad and M.S. Krishnan The New Age of Innovation, 2008 26
  27. 27. “Customers are increasingly a source of competence.” C.K. Prahalad and M.S. Krishnan The New Age of Innovation, 2008 27
  28. 28. “…a whole generation of consumers will [be] expecting to be treated as unique individuals, and they will have the skills and the propensity to engage in a marketplace defined by [personalized experiences].” i My You C.K. Prahalad and M.S. Krishnan The New Age of Innovation, 2008 28
  29. 29. Intercreativity:  “Building together, being creative together” Tim Berners-Lee Creator of the World Wide Web (interview, http://hpcv100.rc.rug.nl/tbl-int.html) 29
  30. 30. “In the groundswell, relationships are everything. The way people connect with each other – the community that is created – determines how the power shifts.” Charlene Li and Josh Bernoff Forrester Research (Groundswell, 2008) 30
  31. 31. Collaborative Entertainment (finally, some good news!) 31
  32. 32. TRADITIONAL v. COLLABORATIVE ENTERTAINMENT Traditional entertainment model: “I create value that you consume.” Collaborative entertainment model: “We co-create value together.” 32
  33. 33. TRADITIONAL v. COLLABORATIVE ENTERTAINMENT Traditional Model • Serial • Monologue • Product-based Creator Content Consumer • Passive Experiences Collaborative Model • Parallel • Dialogue Co-Creator Co-Creator • Experience-based Co-Creator • Active Co-Creator 33
  34. 34. Collaborative entertainment is more than just interacting with content. Collaborative entertainment allows fans to participate meaningfully, canonically, and monetarily in the creation of entertainment. Engagement Interaction Participation Collaboration Contribution Value Consumption Value Co-Creation 34
  35. 35. SONY’S “LITTLE BIG PLANET” + = 35
  36. 36. NINE INCH NAIL’S “THE LIMITLESS POTENTIAL” + = 36
  37. 37. CORY DOCTOROW’S “LITTLE BROTHER” + = 37
  38. 38. take180 Platform • Supports content • Nurtures community • Gathers feedback Stories • Sharing of personal stories • Encouraging self-esteem • Promoting a social good 38
  39. 39. The Good News 1) You don’t own your brand, but you do control the experiences that affect your brand 2) You only think you control your content, but controlling your content has increasingly limited value 3) Good content isn’t good enough anymore, but it can position you to co-create value 39
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  41. 41. Scott Walker scott@braincandyllc.com http://braincandyllc.com http://thismonkeycantype.com @scott_walker

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