Felix koch main stage - 2011

Main
Stage,
November
3,
2011

What next? 5 predictions about the future of
online co-creation
Felix Koch, Promise Communities
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–

November
3,
2011

Felix Koch, Promise Communities, London UK
Festival of NewMR 2011 - Session 5 Schedule: 15:30-16:00 (GMT)
What
next?
5
predictions
about
the
future
of

online
co-‐creation

Felix
Koch,
Consultancy
Director,
Promise
Communities

Festival
of
NewMR
-‐
November
2011


Five
predictions
about
the
future
of
online

co-‐creation

How
you
can
future
proof
your
community

Q&A



In
the
future,
online
co-‐creation
will
be
more...

-‐
MOBILE

-‐
ENGAGING

-‐
REWARDING

-‐
PLAYFUL

-‐
HYBRID



In
the
future,
online
co-‐creation
will
be
more

MOBILE


2005
2006
2007
2008
2009
2010E
2011E
2012E
2013E

40

160

120

80

Source:
Morgan
Stanley
Research,
North
America
Shipments
of
Smartphones
vs.
Feature
Phones,
2005-‐2013E

NA
Unit
Shipments
(MM)

Smartphones

Feature
Phones

...
because
smartphone
shipments
have

outnumbered
those
of
‘dumb
phones’
(US)

!

2005
2006
2007
2008
2009

100

600

500

400

300

200

Global
Unit
Shipments
(MM)

2010E
2011E
2012E
2013E

Smartphones

Desktops
&
Notebooks

...
because
smartphones
are
even
outpacing

desktop
+
notebook
shipments
next
year

!

Source:
Morgan
Stanley
Research,
Global
Unit
Shipments
of
Desktop
PCs
&
Notebook
PCs
vs.
Smartphones,
2005-‐2013E

Source:
Cisco
Visual
Networking
Index
2010-‐2015



From
online
co-‐creation
to
mobile
co-‐creation



In
the
future,
online
co-‐creation
will
be
more

ENGAGING


Look
at
our

community!

...
because
the
ﬁght
for
people’s
attention
and

time
will
intensify:
how
can
we
compete?


Co-creation?

...
because
due
to
its
popularity,
co-‐creation

fatigue
might
become
a
real
threat


Competitions

New
tools
will
be
launched
to
keep
online

co-‐creation
fresh
and
consumers
engaged

Whiteboards

Visualisation

Video
Live-‐Chat/

VoIP

Ethnography



In
the
future,
online
co-‐creation
will
be
more

REWARDING



...because
future
co-‐creators
will
be
digitally

literate
and
aware
of
the
value
they
are
adding


Co-‐creation
is
a
great
money-‐spinning

concept
because
you
can
pay
300

people
a
few
quid
for
coming
up
with

ideas,
developing
them
and
showing

which
ones
they
like.

The
company
gets
good
ideas
cheaply

that
they
can
then
implement
without

as
much
costly
R&D...

Source:
Quote
from
community
member
on
the
Promise
‘Brand
Together
Community’,
Research,
2011

...because
prosumers
will
question
traditional

incentive
models
and
ask
for
royalties

“The
Huffington
Post’s
bloggers

have
essentially
been
turned
into

modern-‐day
slaves
on
Arianna

Huffington’s
plantation.”

Source:
BBC,
http://www.bbc.co.uk/news/business-‐12379623

Example
for
IP
challenges:
contributors
suing

the

Huffington
Post
after
$315m
sale
to
AOL



Future
incentives
and
rewards
schemes
will

have
to
value
people’s
contributions
more


In
the
future,
online
co-‐creation
will
be
more

PLAYFUL



...
because
social
games
boom
–
and
appeal
to

everyone,
not
just
the
typical
gaming
community

Source:
The
NPD
Group,
Social
Network
Gaming
Study
2010

50%
of
Facebook

log-‐ins
are
purely
to
play

games



...
because
gamiﬁcation
gains
traction
in
areas
such

as
marketing,
research
and
online
communities



Nike+
as
an
example
of
gamiﬁcation:
from
mere

jogging
to
competitive,
social
ﬁtness


By
2015,
more
than
50%
of

organisations
that
manage

innovation
processes
will

gamify
those
processes.

Source:
Gartner,
http://www.gartner.com/it/page.jsp?id=1629214


Points
Leaderboards
Levels
Teams

Online
co-‐creation
will
be
gamiﬁed
and
see
the

introduction
of
a
range
of
new
game
mechanics



In
the
future,
online
co-‐creation
will
be
more

HYBRID



...
because
as
the
knowledge
around
co-‐creation

increases,
on-‐
&
oﬄine
forms
are
better
understood

Source:
Promise,
based
on
Google
Scholar
data.
Retrieved
using
the
search
term
‘co-‐creation’
and
sorted
by
year



...
because
we
see
on-‐
and
oﬄine
forms
of

communication
converge:
Facebook
video



In
the
future,
hybrid
co-‐creation
programs
will

be
launched
to
combine
the
best
of
both
worlds

oﬄine

online


5
steps
to
future
proof
your
community

• 
Be
mobile:
Use
a
simple
and
user-‐friendly
interface
that
community

members
can
access
on
their
smart
phones
&
tablets.

• 
Be
engaging:
Make
sure
that
the
community
platform
keeps
consumers

engaged
by
adding
new
functionalities
and
tools
that
allow
community

members
to
express
their
ideas
and
creativity.

• 
Be
rewarding:
Ensure
to
partner
with
someone
whose
incentives
and

engagement
strategy
caters

for
the
most
demanding
co-‐creation
projects.

• 
Be
hybrid:
Choose
a
partner
who
is
experienced
in
handling
both
spaces

to
maximise
the
impact
and
beneﬁt
of
co-‐creation.

• 
Be
experimental:
most
importantly,
choose
a
consultancy
partner
rather

than
a
supplier,
who
can
work
with
you
to
keep
improving
the
community.

Generate

Apply
&
Improve
Filter

Tech

development

Co-‐creation

Research

Prom

Conference

Experiment

How
we
ﬁll
our
innovation
pipeline:



Q&A

Felix
Koch

Promise
Communities

Fiona
Blades

Mesh
Planning

Thank
you!

Felix
Koch
|

Consultancy
Director,
Promise
Communities

Ooch@promisecorp.com

Promise

75
Wells
Street

London
W1T
3QH

telephone:
+44
(0)
207
290
0290

fax:
+44
(0)
207
290
0280

web:
www.promisecorp.com

Felix koch main stage - 2011

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