Rulemaking or Playmaking?
Implications of the emerging co-creation landscape
Objective #1:
provide more conceptual clarity & differentiation
Objective #2:
argue against a technocratic & restricted use of online co-creation
!
Co-creation = mass customisation?!?
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 200...
1. Introduction
2. Mapping the landscape of online co-creation
3. Rulemaking v Playmaking
1. Introduction
2. Mapping the landscape of online co-creation
3. Rulemaking v Playmaking
Why now?
Co-creation catalyst #1: ICT revolution
Co-creation catalyst #2: explosion of the social web
Co-creation catalyst #3: cognitive surplus (Shirky)
200 billion hours
a year spent watching TV by US adults
100 million ho...
1. Introduction
2. Mapping the landscape of online co-creation
3. Rulemaking vs Playmaking
Charting the territory
Online co-creation is not listening to/mining existing data
but a form of purposeful, facilitated, primary research.
Online co-creation decentralises the locus of control...

Client
Researcher
ClientFacilitator
Participant
CO-CREATIVE ONLINE RESEARCHTRADITIONAL (ONLINE) RESEARCH
ParticipantPartic...
Online Market Research & NPD approaches
Online Market Research & NPD approaches
Passive & active
listening research
BASED ON EXISTING DATA -
NATURALLY OCCURING
So...
Online Market Research & NPD approaches
Passive & active
listening research
Client/researcher
in control
Brand-
owned
SM
c...
Online Market Research & NPD approaches
Passive & active
listening research
Online co-creation
Client/researcher
in contro...
Online Market Research & NPD approaches
Passive & active
listening research
Online co-creation
Client/researcher
in contro...
Differences within online co-creation
Differences within online co-creation
Research process: iterative or linear?
Degree of transparency: sharing results or not?
Degree of interactivity: regular tools or rich applications?
1. Introduction
2. Mapping the landscape of online co-creation
3. Rulemaking vs Playmaking
Case study #1:
crowdsource Local Experiences for a new loyalty program
Solution: the GHA Innovation Community
The result
The double diamond of innovation
RULEMAKING PLAYMAKING
= decreasing
empowerment
= increasing
empowerment
Case study #2:
develop a new new product from scratch
Challenge: blank canvas ideation
needs > insights > concepts > prototype > final product
RULEMAKING PLAYMAKING
= decreasing
empowerment
= increasing
empowerment
Dimension Rulemaking Playmaking
Style Leading / Directing Facilitating / Enabling
Communication Telling, Reminding
Demonst...
Summary
Summary
1. As the co-creation industry emerges, we need more
conceptual clarity
Summary
1. As the co-creation industry emerges, we need more
conceptual clarity
2. Let’s fully leverage the co-creative po...
Summary
1. As the co-creation industry emerges, we need more
conceptual clarity
2. Let’s fully leverage the co-creative po...
Sources
http://www.flickr.com/photos/kerryank/4945236568/sizes/o/
http://www.createmychocolate.com/create/chocolate/
http:...
ESOMAR: Rulemaking or Playmaking? Implications of the emerging co-creation landscape. Online Conference Berlin 2010
ESOMAR: Rulemaking or Playmaking? Implications of the emerging co-creation landscape. Online Conference Berlin 2010
ESOMAR: Rulemaking or Playmaking? Implications of the emerging co-creation landscape. Online Conference Berlin 2010
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ESOMAR: Rulemaking or Playmaking? Implications of the emerging co-creation landscape. Online Conference Berlin 2010

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This presentation proposes a working definition of online co-creation and provides a framework to map the emerging landscape of the discipline itself. Two distinct types of online co-creation are established based on the degree of ‘participant empowerment’ they facilitate.
Two case studies then highlight the direct implications for practitioners when implementing either of the two types.
The paper is based on the experience of having set-up & curated more than 25 online co-creation communities in the past three years.

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ESOMAR: Rulemaking or Playmaking? Implications of the emerging co-creation landscape. Online Conference Berlin 2010

  1. 1. Rulemaking or Playmaking? Implications of the emerging co-creation landscape
  2. 2. Objective #1: provide more conceptual clarity & differentiation
  3. 3. Objective #2: argue against a technocratic & restricted use of online co-creation !
  4. 4. Co-creation = mass customisation?!?
  5. 5. 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Numberofarticle&citationhits Year of Publication Academic Co-Creation Articles The prolific use of the term ‘co-creation’ extends to academia... Mentions of ‘co-creation’ in the scholarly domain Source: Promise, based on Google Scholar data. Retrieved on 27th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.
  6. 6. 1. Introduction 2. Mapping the landscape of online co-creation 3. Rulemaking v Playmaking
  7. 7. 1. Introduction 2. Mapping the landscape of online co-creation 3. Rulemaking v Playmaking
  8. 8. Why now?
  9. 9. Co-creation catalyst #1: ICT revolution
  10. 10. Co-creation catalyst #2: explosion of the social web
  11. 11. Co-creation catalyst #3: cognitive surplus (Shirky) 200 billion hours a year spent watching TV by US adults 100 million hours to create Wikipedia
  12. 12. 1. Introduction 2. Mapping the landscape of online co-creation 3. Rulemaking vs Playmaking
  13. 13. Charting the territory
  14. 14. Online co-creation is not listening to/mining existing data but a form of purposeful, facilitated, primary research.
  15. 15. Online co-creation decentralises the locus of control... 
  16. 16. Client Researcher ClientFacilitator Participant CO-CREATIVE ONLINE RESEARCHTRADITIONAL (ONLINE) RESEARCH ParticipantParticipant Participant Participant Respondent Empowering participants, not using respondents. Respondent
  17. 17. Online Market Research & NPD approaches
  18. 18. Online Market Research & NPD approaches Passive & active listening research BASED ON EXISTING DATA - NATURALLY OCCURING Social Media Monitoring (SMM) Netnography Data mining of NOOCs, YouTube, Wikis etc.
  19. 19. Online Market Research & NPD approaches Passive & active listening research Client/researcher in control Brand- owned SM channels (Design) Com- petitions Online Surveys & Panels Traditional online research CREATING NEW DATA - FACILITATED BASED ON EXISTING DATA - NATURALLY OCCURING Social Media Monitoring (SMM) Netnography Data mining of NOOCs, YouTube, Wikis etc.
  20. 20. Online Market Research & NPD approaches Passive & active listening research Online co-creation Client/researcher in control Participant in control Crowd- sourcing 360° NPD cycles using online communities Brand- owned SM channels (Design) Com- petitions Online Surveys & Panels Traditional online research CREATING NEW DATA - FACILITATED BASED ON EXISTING DATA - NATURALLY OCCURING Social Media Monitoring (SMM) Netnography Data mining of NOOCs, YouTube, Wikis etc.
  21. 21. Online Market Research & NPD approaches Passive & active listening research Online co-creation Client/researcher in control Participant in control Crowd- sourcing 360° NPD cycles using online communities Brand- owned SM channels (Design) Com- petitions Online Surveys & Panels Traditional online research CREATING NEW DATA - FACILITATED BASED ON EXISTING DATA - NATURALLY OCCURING Social Media Monitoring (SMM) Netnography Data mining of NOOCs, YouTube, Wikis etc.
  22. 22. Differences within online co-creation
  23. 23. Differences within online co-creation
  24. 24. Research process: iterative or linear?
  25. 25. Degree of transparency: sharing results or not?
  26. 26. Degree of interactivity: regular tools or rich applications?
  27. 27. 1. Introduction 2. Mapping the landscape of online co-creation 3. Rulemaking vs Playmaking
  28. 28. Case study #1: crowdsource Local Experiences for a new loyalty program
  29. 29. Solution: the GHA Innovation Community
  30. 30. The result
  31. 31. The double diamond of innovation
  32. 32. RULEMAKING PLAYMAKING = decreasing empowerment = increasing empowerment
  33. 33. Case study #2: develop a new new product from scratch
  34. 34. Challenge: blank canvas ideation needs > insights > concepts > prototype > final product
  35. 35. RULEMAKING PLAYMAKING = decreasing empowerment = increasing empowerment
  36. 36. Dimension Rulemaking Playmaking Style Leading / Directing Facilitating / Enabling Communication Telling, Reminding Demonstrating (going first), encouraging Environment Creating safety Creating permission Catalyst Fostering participation Fostering creativity Role Invitor Participator Two different facilitation modes
  37. 37. Summary
  38. 38. Summary 1. As the co-creation industry emerges, we need more conceptual clarity
  39. 39. Summary 1. As the co-creation industry emerges, we need more conceptual clarity 2. Let’s fully leverage the co-creative potential the internet is endowed with
  40. 40. Summary 1. As the co-creation industry emerges, we need more conceptual clarity 2. Let’s fully leverage the co-creative potential the internet is endowed with 3. As a practitioner of co-creation, you need to understand the two modes of facilitation (rulemaking v playmaking)
  41. 41. Sources http://www.flickr.com/photos/kerryank/4945236568/sizes/o/ http://www.createmychocolate.com/create/chocolate/ http://www.blank-label.com/ http://www.informationisbeautiful.net/2010/cognitive-surplus-visualized/ http://www.bmob.co.uk/wp-content/uploads/2010/07/facebookgrowth-2004-to-2010.gif http://www.flickr.com/photos/weexinsitu/3397519379/sizes/l/ http://www.flickr.com/photos/jurvetson/2490285058/sizes/l/ http://www.museumwaalsdorp.nl/akoestiek_eerstopd.html http://en.wikipedia.org/wiki/File:Piri_reis_world_map_01.jpg http://www.danielresearchgroup.com/Portals/0/images/FocusGroup01.jpg http://www.facebook.com/photo.php?pid=4872106&fbid=435797243389&id=35313373389 http://www.flickr.com/photos/scarydan/ http://www.flickr.com/photos/ottonassar/ thank you! Felix Koch fkoch@promisecorp.com Consultancy Director – Promise Communities

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