Introduction to Co-creation (MA Brand Development at Goldsmiths)

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A Guest Lecture on co-creation prepared for students in the MA Brand Development at Goldsmiths University London.

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Introduction to Co-creation (MA Brand Development at Goldsmiths)

  1. 1. Introduction to co-creationFelix KochConsultancy Director – Promise Communities
  2. 2. Co-creation Explosion Mentions of ‘co-creation’ in the scholarly domain 1,770 1,410 1,070 800 630 550 400 340 270 220 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Source: 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.
  3. 3. This presentation is going to be a hybrid!
  4. 4. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  5. 5. Insight Innovation Strategy
  6. 6. Our difference: Co-creation the practice of product, service and strategy development that is collaboratively executedby consumers, staff and stakeholders together in collaborative spaces
  7. 7. We co-create off- and online
  8. 8. Client logo(no bigger than box)
  9. 9. Company History [4. mobile] 2. online 1. face-to-face 3. hybrid
  10. 10. Business functions we touch: Producing Selling Supporting Research & Market Research HR Development Production & Marketing & PR Legal Quality Distribution & Finance & Sales Logistics Accounting
  11. 11. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  12. 12. The old world firm, organisation/ clearly defined company boundaries consumer/ citizen
  13. 13. Production & consumption are separated.
  14. 14. New products are developed by experts isolatedfrom consumer needs & creativity. Client logo (no bigger than box)
  15. 15. Consumer input is tightly controlled,mediated and mostly uncreative. Client logo (no bigger than box)
  16. 16. The old world organisation/ company consumer/ citizen
  17. 17. Catalyst #1: the ICT revolution
  18. 18. Catalyst #2: explosion of the social web
  19. 19. Catalyst #3: cognitive surplus (Clay Shirky)200 billion hours = time US adultsspend watching TV each year 100 million hours = time it took to create Wikipedia
  20. 20. The new world organisation/ companyorganisation/ consumer/ company citizen consumer/ citizen
  21. 21. The new worldorganisation/ consumer/ company citizen
  22. 22. The new world organisation consumer company citizenpermeable co-creativeboundaries spaces
  23. 23. Consumers become producers
  24. 24. New products developed by experts andconsumers sharing collaborative spaces.
  25. 25. Consumer input is unmediated, bottom-up & creative.
  26. 26. Co-creation is nothing new (its scale is) pre-history 1960s 1970s 1980s 1990s 2000s 2010Psychoanalysis (Freud) Participatory architecture (Gehl, Price, Huth) User innovation (von Hippel) User-centered design Open source movement (Linux, Mozilla) Application of co-creative principles Client logo (no bigger than box)
  27. 27. Hypothesis: we are returning topre-capitalist values and relationships pre-capitalist capitalist web-capitalist one-to-one one-to-many one-to-one/ many-to-many craftmanship mass production mass customisationdirect feedback indirect feedback direct feedback dialogue silos dialogue bottom-up top-down bottom-up
  28. 28. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  29. 29. NOT mass customisation (lack of interaction)
  30. 30. NOT crowdsourcing (volume-driven, no iteration)
  31. 31. NOT listening to conversations (lack of purpose)
  32. 32. What defines co-creation: Creativity Collaboration Control focus on outcomes interactivity purposive; non-rational focus real-time component often time-bound reaching new places social organisation-led‘creative’ approaches facilitated [not just choosing] [not a solo effort] [not organic]
  33. 33. A working definition: Co-creation is an active, creative and social process, based on collaboration between producers and users, that is initiated by the firm to generate value for customers.
  34. 34. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  35. 35. 3 applications for co-creation communities: InsightStrategy Innovation
  36. 36. 2 main types of co-creation communities:On-going consumer advisory boards One-off bursts (insight and innovation) (innovation and strategy)
  37. 37. What we believe in: Only Experts! !Regular consumers, too?
  38. 38. What we believe in: Always open! ! Closed and private.
  39. 39. What we believe in:Marketing Communities Insight & Innovation Communities!
  40. 40. The double diamond of co-creationnumberof ideas time
  41. 41. A typical processPre-Launch Month 1 Month 2 Month 3 Community members 1. 2. 3. 4. Set-up Warm-up Co-creation Testing & development Filtration Creative development
  42. 42. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  43. 43. case Change management & employee engagementstudy
  44. 44. ChallengeDefine a new, motivating, & future-proof Mission, Vision, Valuesstatement together with several thousand executives.
  45. 45. ProcessThe overall process from set-up through to bringing the newmission to life spanned 4 months:
  46. 46. Setting the ground for collaborationWhy is this project going tobe a total failure?What three things do youhate about Kraft?
  47. 47. ResultsAn employee co-created mission, vision and values statementdeveloped & signed off in under four months
  48. 48. case Consumer co-creation (Insight & NPD)study
  49. 49. ChallengeIncrease penetration and frequency by developing a new campaignand filling the NPD pipeline.
  50. 50. SolutionThe Activia Advisory Board populated with 400 key consumers whoengaged in a coms development and NPD workstream.
  51. 51. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  52. 52. Outlook 1. Co-creation fatigue?Consultancy Director – Promise Communities 2. IP & ownership? 3. Technocracy? 4. Bottom of the pyramid?
  53. 53. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  54. 54. Summary• Co-creation is not new, but the sheer scale of its growth is• Co-creation is an emerging discipline, not a trend• The relationship between consumers and brands is changing fundamentally• There is no going back• We haven’t even scratched the surface
  55. 55. 1. About Promise2. Introduction to co-creation3. Definition4. Online co-creation communities5. Real life examples6. Outlook7. Summary8. Literature9. Q&A
  56. 56. Further reading
  57. 57. Dankeschön!Felix KochConsultancy Director – Promise Communitiesfkoch@promisecorp.com
  58. 58. Online Market Research & NPD approachesBASED ON EXISTING DATA - CREATING NEW DATA - FACILITATED NATURALLY OCCURING Passive & active Traditional online research Online co-creation listening research Social Media Monitoring (SMM) Brand- 360° NPD Online (Design) Crowd- owned cycles using Surveys Com- sourcing SM online & Panels petitions channels communities Data mining of NOOCs, YouTube, Wikis etc. Netnography Client/researcher Participant in control in control
  59. 59. Success: how we can measure the impact ofco-creation?

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