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Power to the people

Power to the people



2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people....

2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.



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Power to the people Power to the people Presentation Transcript

  • Before we start…time for a personaldream…
  • What is typicalfor December?
  • Did you see it?
  • Power to the peoplein a positive and a negative way.
  • ‘If they can bring theEgyptian governmentdown in six weeks, theycan bring us down innanoseconds.’Paul Polman, CEO Unilever
  • Fear versus Guts
  • Consumers positive or negative?
  • >80% is positive
  • Companies experience the impact.
  • Until now, we onlyused the firstdimension of theirpower.
  • First dimension: usepeople to build reach.
  • We have seen amazing ways to create additional reachthrough people engagement.
  • Second dimension:Co-creation
  • Again,we have seen great cases ofco-creation with consumers.
  • By the way, who will win?
  • Consumershelp with culturaldifferences!
  • Even co-creation that impactsthe brand identity of global brands.
  • Co-Creation is NOT enough
  • Co-creation is oftentoo opportunistic.
  • Let’s takeit one stepfurther
  • From Co-Creationto Collaboration
  • Customers are more loyal to a brand than managers? Agree or disagree? Customers Managers
  • Customers aremore loyal toyour companythan you are.
  • Knowing this, outsource management responsibilities to customers.
  • Outsourcepurchasingto fans.
  • Danone outsourceda pitch to brand fans.
  • Who is familiar with Marmite?
  • Do you like it?
  • Marmite outsourced marketing
  • Let’s takeit one stepfurther
  • Current focus ofmost companies
  • All fourquadrants have value
  • StructuralCollaboration
  • Threadlessoutsourcedthe company.
  • Ducati involvesfans in…everything
  • But Steven, what about Henri Ford?
  • “If I had askedpeople what theywanted, theywould have saidfaster horses."
  • Well, Henri wasn’t completely right 
  • Involved customersBring in expertise
  • They areemployees thatare not on thepayroll
  • Hiring a fan tobecome part of the brand, can be the future.
  • Consumersare probably themost effectiveconsultants yourcompany can hire.
  • …the customer is hardlyrepresented?
  • Bring thecustomer in theboardroom
  • Bring theboardroom tothe customer
  • Your 2012mission
  • Co-Creation Collaboration Structural collaboration
  • Consumer Brainstormingconsulting Offer Content Service marketing
  • Start today!
  • Start everymeeting witha story abouta customer.
  • Create a listening cultureby sharing customer stories.
  • Create a customerconsulting board.
  • Good luckin yourjourney!
  • Thank you!Steven@insites.eu@Steven_insites