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This Thing Called Co-Creation
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This Thing Called Co-Creation

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A short presentation about the culture and onslaught of co-creation, and what brands and organisations need to do

A short presentation about the culture and onslaught of co-creation, and what brands and organisations need to do

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  • 1. ©StephenCribbett2013ThisThingCalled‘Co-creation’May 2013
  • 2. ©StephenCribbett2013Co-creationisn’tanewwayofthinking...
  • 3. ...buttheabilityforbrandsandorganisationstoextensivelyinvolvepeoplefromaroundtheworldindesignanddevelopmenthasonlybeenpossiblesincethearrivaloftheinternet
  • 4. ©StephenCribbett2013Whatisco-creation?
  • 5. Thecollaborativedevelopmentofsustainable,sharedvaluebetweenanorganisationorbrandandit’susers,consumers,staff,employees,suppliersandpartners.Whatisco-creation?
  • 6. ©StephenCribbett2012
  • 7. ©StephenCribbett2013orputanotherway...
  • 8. ©StephenCribbett2012Peopleworkingtogethertogenerate,cultivateanddelivernewideas-productsorservicesolutions-thattheythemselveswillbenefitfrom
  • 9. We try never to forget that medicine is for the people. It is notfor the profits. The profits follow, and if we have rememberedthat, they have never failed to appear. The better we haveremembered it, the larger they have been.George Wilhelm Merck’s address to the Medical College of Virginia, Richmond (1st Dec, 1950)
  • 10. Co-creationturnsmarketresearch,R&Danddesignintoadynamic,naturalprocessinvolvingawiderrangeofstakeholders.Whatisco-creation?
  • 11. Thoseinvolvedinco-creation-insideandoutsidethesponsoringorganisationorbrand-mustbewillingtosharetheriskandharnesstheirskillsinordertoreceivegreaterreward.Whatisco-creation?
  • 12. Yourco-creationeffortswillFAILifyouthinkittakesplaceinasingleworkshopsessionWhatisco-creation?
  • 13. It’sabouthumanisingbusinessandmakingthingshappensystematicallyaspartofanewcultureofbeing‘social’Whatisco-creation?
  • 14. ‘Machineshelp,buttheydon’tmakeideas’KarlLagerfeldatLeWeb
  • 15. ©StephenCribbett2013Whatarethecurrentfailingsthatco-creationaddresses?
  • 16. ©StephenCribbett2012Currentfailingsthatco-creationaddresses?• TraditionalR&Dandinnovationprocessiscostlyoftimeandmoney• Collaborationwithconsumersistoolateinthedaytoimpactthesolution• Innovationislimitedbythepowerofthebrainsemployedbytheorganisation• Glassceilingsandbadmanagementgetinthewayofgreatideas
  • 17. ©StephenCribbett2013Whyco-creationholdsvalueforbrandsandorganisations?
  • 18. Peoplewanttobeinvolvedinwhatiscreatedforthem.Whyco-creationholdsvalueforbrandsandorganisations?
  • 19. Whenpeopleworktogetherinanengagedway,theyhavetheabilitytogenerateideasandsolutionsthesmartestmindsalonecouldnot.Whyco-creationholdsvalueforbrandsandorganisations?
  • 20. ScientificexperimentshaveshownthatmeaningfulinteractionsamongindividualsenablepeopletolearnfasterandremembermoreofwhattheylearnedWhyco-creationholdsvalueforbrandsandorganisations?
  • 21. ©StephenCribbett2013Whynow?
  • 22. Peoplearenowhappierthanevertosharetheirexperiences,opinionsWhynow?
  • 23. PeoplenowhavethetoolsandconnectionstomakebetteruseoftheirlatenttalentandcreativityWhynow?
  • 24. Co-creationcantakeplaceonlineandoffline,butit’sunquestionedthatglobalonlineconnectivityhasenhancedthepowerofco-creationten-foldWhynow?
  • 25. Whathinderedco-creationinthepastwasanorganisations‘closed’wayofdoingbusinessandbeinginnovative
  • 26. Forco-creationtotakeplace,anorganisationneedstoembracechange-fromaclosed,top-downorganisationtoanopen,transparentanddemocraticsystem
  • 27. ©StephenCribbett2013Whocanyouco-createwith?
  • 28. ©StephenCribbett2012CrowdsCoalitionsCommunitiesKindredspiritsExpertsColleagues
  • 29. CrowdsFansCoalitionsCommunitiesKindredspiritsExpertsColleaguesAcademics
  • 30. ©StephenCribbett2013Whatelsedoyouneed?
  • 31. ©StephenCribbett2012People who give a shit about your brand
  • 32. ©StephenCribbett2012
  • 33. ©StephenCribbett2012Don’t be fooled into thinking that includespeople who ‘like’ you on Facebook
  • 34. ©StephenCribbett2012
  • 35. ©StephenCribbett20125%Proportion of ‘fans’ talking about yourbrand on FacebookSOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  • 36. ©StephenCribbett2012Find the ‘actors’ and differentiate them fromyour ‘audience’. These are the people to co-create with.
  • 37. ©StephenCribbett2012Ask the right questions and framethem as challenges
  • 38. ©StephenCribbett2013End this presentation knowing that...
  • 39. ©StephenCribbett20121.Co-creationrequirescultural,technologyandoperationalchangestomanifest2.Co-creationisn’tjustabouthavingsome‘technology’inplace(thoughaplatformisneeded),it’saboutharnessinghumanbehaviours,goodwillandpassion3.Youshouldembedco-creationwithinyourorganisation,notjustviewitasadeliverableofanexternalagent4.Aimtogenerateshared,sustainablevalue
  • 40. ©StephenCribbett2013and when done well, co-creation delivers...
  • 41. • Thetransitiontonewbusinessmodels• Sustaineduser/customer/stakeholderinvolvement• Enhancedinnovationcapabilities• Greaterconnections• Competitiveadvantage• DecreasedR&Dandmarketingcosts• Morecustomers;loyalcustomers• Happier,morerewardedpeople;-)
  • 42. ©StephenCribbett2013So..
  • 43. ©StephenCribbett2013...to end on an over-usedquote by Confucious
  • 44. ©StephenCribbett2013Tell me, and I’ll forgetShow me, and I may rememberInvolve me, and I will understand
  • 45. ©StephenCribbett2013...or put another way
  • 46. ©StephenCribbett2013Broadcast to me, and I’ll forgetShare with me, and I may rememberCo-create with me, and I will endorse, buy moreand remain loyal!
  • 47. ©StephenCribbett2013Tofindouthowco-creationcanbeputtoworkforyou,contactStephenCribbetton+44(0)7973663867oremailscribbett@gmail.com