What next? 5 predictions about the future ofonline co-creationFelix Koch, Consultancy Director, Promise CommunitiesJuly 2011
Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your co...
In the future, online co-creation will be more...- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
In the future, online co-creation will be moreMOBILE
... because smartphone shipments haveoutnumbered those of ‘dumb phones’ (US)                                160    Feature...
... because smartphones are even outpacingdesktop + notebook shipments next year                                    600   ...
Source: Cisco Visual Networking Index 2010-2015
From online co-creation to mobile co-creation
In the future, online co-creation will be moreENGAGING
... because the fight for people’s attention andtime will intensify: how can we compete?                          Look at ...
... because due to its popularity, co-creationfatigue might become a real threat                                     Co-cr...
New tools will be launched to keep onlineco-creation fresh and consumers engaged                                 Visualisa...
In the future, online co-creation will be moreREWARDING
...because future co-creators will be digitallyliterate and aware of the value they are adding
...because prosumers will question traditionalincentive models and ask for royalties                                      ...
Example for IP challenges: contributors suingthe Huffington Post after $315m sale to AOL         “The Huffington Post’s bl...
Future incentives and rewards schemes willhave to value people’s contributions more
In the future, online co-creation will be morePLAYFUL
... because social games boom – and appeal toeveryone, not just the typical gaming community          50%                 ...
... because gamification gains traction in areas suchas marketing, research and online communities
Nike+ as an example of gamification: from merejogging to competitive, social fitness
By 2015, more than 50% of                                                                 organisations that manage       ...
Online co-creation will be gamified and see theintroduction of a range of new game mechanics  Points      Teams     Leader...
In the future, online co-creation will be moreHYBRID
... because as the knowledge around co-creationincreases, on- & offline forms are better understoodSource: Promise, based ...
... because we see on- and offline forms ofcommunication converge: Facebook video
In the future, hybrid co-creation programs willbe launched to combine the best of both worlds offline  online
In the future, online co-creation will be more...- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your co...
But how does the Promise R&D lab cope withthese challenges?!? Mainly, by doing 4 things...
1. We develop our own web & mobile platformsin-house
2. We conduct research on co-creation: weinvited 300 co-creators to develop our platform       97% 70% 63%        of commu...
3. We create new methods and IP on our awaydays (we call them PromConference)
4. And we experiment, experiment, experiment...    I’ve learnt so much from    my mistakes,    I think I’ll make another.
How we fill our innovation pipeline:       Generate       Filter   Apply & Improve           Tech        development     C...
Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your co...
5 steps to future proof your community• Be mobile: Use a simple and user-friendly interface that communitymembers can acce...
Sources and image creditsSOURCES                                                                  IMAGE CREDITSMorgan Stan...
Thank you!Felix Koch |                                PromiseConsultancy Director, Promise Communities   75 Wells Streetfk...
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The future of_online_co-creation_promise_felix_koch

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A short overview over the 5 big trends for online co-creation ahead.

Includes a summary of what Promise does to keep up with these changes as well as 5 steps to future proof your own co-creation community.

Published in: Business, Technology
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The future of_online_co-creation_promise_felix_koch

  1. 1. What next? 5 predictions about the future ofonline co-creationFelix Koch, Consultancy Director, Promise CommunitiesJuly 2011
  2. 2. Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your community
  3. 3. In the future, online co-creation will be more...- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
  4. 4. In the future, online co-creation will be moreMOBILE
  5. 5. ... because smartphone shipments haveoutnumbered those of ‘dumb phones’ (US) 160 Feature Phones NA Unit Shipments (MM) 120 80 ! 40 Smartphones 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013ESource: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-2013E
  6. 6. ... because smartphones are even outpacingdesktop + notebook shipments next year 600 ! Global Unit Shipments (MM) 500 400 300 Desktops & Notebooks 200 100 Smartphones 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013ESource: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-2013E
  7. 7. Source: Cisco Visual Networking Index 2010-2015
  8. 8. From online co-creation to mobile co-creation
  9. 9. In the future, online co-creation will be moreENGAGING
  10. 10. ... because the fight for people’s attention andtime will intensify: how can we compete? Look at our community!
  11. 11. ... because due to its popularity, co-creationfatigue might become a real threat Co-creation?
  12. 12. New tools will be launched to keep onlineco-creation fresh and consumers engaged VisualisationCompetitions WhiteboardsEthnography Video Live-Chat
  13. 13. In the future, online co-creation will be moreREWARDING
  14. 14. ...because future co-creators will be digitallyliterate and aware of the value they are adding
  15. 15. ...because prosumers will question traditionalincentive models and ask for royalties 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
  16. 16. Example for IP challenges: contributors suingthe Huffington Post after $315m sale to AOL “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
  17. 17. Future incentives and rewards schemes willhave to value people’s contributions more
  18. 18. In the future, online co-creation will be morePLAYFUL
  19. 19. ... because social games boom – and appeal toeveryone, not just the typical gaming community 50% of Facebook log-ins are purely to play gamesSource: The NPD Group, Social Network Gaming Study 2010
  20. 20. ... because gamification gains traction in areas suchas marketing, research and online communities
  21. 21. Nike+ as an example of gamification: from merejogging to competitive, social fitness
  22. 22. 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
  23. 23. Online co-creation will be gamified and see theintroduction of a range of new game mechanics Points Teams Leaderboards Levels
  24. 24. In the future, online co-creation will be moreHYBRID
  25. 25. ... because as the knowledge around co-creationincreases, on- & offline forms are better understoodSource: Promise, based on Google Scholar data. Retrieved using the search term ‘co-creation’ and sorted by year
  26. 26. ... because we see on- and offline forms ofcommunication converge: Facebook video
  27. 27. In the future, hybrid co-creation programs willbe launched to combine the best of both worlds offline online
  28. 28. In the future, online co-creation will be more...- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
  29. 29. Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your community
  30. 30. But how does the Promise R&D lab cope withthese challenges?!? Mainly, by doing 4 things...
  31. 31. 1. We develop our own web & mobile platformsin-house
  32. 32. 2. We conduct research on co-creation: weinvited 300 co-creators to develop our platform 97% 70% 63% of community members of community members feel of community members believe that they can that the Community allows believe that their share their honest views them to be more creative contributions have a & opinions significant impactSource: Research undertaken on the Brand Together Community, n=210
  33. 33. 3. We create new methods and IP on our awaydays (we call them PromConference)
  34. 34. 4. And we experiment, experiment, experiment... I’ve learnt so much from my mistakes, I think I’ll make another.
  35. 35. How we fill our innovation pipeline: Generate Filter Apply & Improve Tech development Co-creation Research Prom Conference Experiment
  36. 36. Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your community
  37. 37. 5 steps to future proof your community• Be mobile: Use a simple and user-friendly interface that communitymembers can access on their smart phones & tablets.• Be engaging: Make sure that the community platform keeps consumersengaged by adding new functionalities and tools that allow communitymembers to express their ideas and creativity.• Be rewarding: Ensure to partner with someone whose incentives andengagement strategy caters for the most demanding co-creation projects.• Be hybrid: Choose a partner who is experienced in handling both spacesto maximise the impact and benefit of co-creation.• Be experimental: most importantly, choose a consultancy partner ratherthan a supplier, who can work with you to keep improving the community.
  38. 38. Sources and image creditsSOURCES IMAGE CREDITSMorgan Stanley Research, North America Shipments of Smartphones vs. http://www.finzionimagazine.it/wp-content/uploads/2011/05/utopia2-570x300.jpgFeature Phones, 2005-2013E http://www.richardbagguley.com/informationpaintings.html http://glimmersite.com/wp-content/uploads/2009/12/OLPC_1.jpgMorgan Stanley Research, Global Unit Shipments of Desktop PCs & http://www.nationalgeographic.com.tr/ngm/0804/images/mercek/mercek.2.6.jpgNotebook PCs vs. Smartphones, 2005-2013E http://www.alannascott.com/portfolio/look-at-me.php http://intelbook.files.wordpress.com/2011/01/bored_students.jpgCisco Visual Networking Index 2010-2015 http://virtualhelpsquad.com/wp-content/uploads/2010/04/copy-of-toolbox5.jpegPromise, Quote from community member on the Promise ‘Brand http://3.bp.blogspot.com/_5yBiq5TNqP0/TIwlQD8wfLI/AAAAAAAAAlk/9kz4un2RKsM/Together Community’, Research, 2011 s1600/CarrotStick.png http://4.bp.blogspot.com/_74WAVbHMQ2I/TLWrD- _BIcI/AAAAAAAABhI/FK8KikMGXwE/s1600/douche1.jpgBBC, http://www.bbc.co.uk/news/business-12379623 http://www.buffalobeast.com/106/images/tasini.jpg http://whygamify.files.wordpress.com/2011/04/virtual-play2.jpgThe NPD Group, Social Network Gaming Study 2010 http://s1.t.itc.cn/mblog/pic/201106_27_11/13091460001583.jpg Deck, “Promises andDeck, “Promises and pitfalls of gameful design”, Sebastian Deterding, pitfalls of gameful design”, Sebastian Deterding, web directions @media, London,web directions @media, London, May 27, 2011 May 27, 2011 http://blog.games.com/2011/04/14/gartner-gamification-gamify-50- percent-companies/ http://iphonecruncher.com/wp-content/plugins/rss-Gartner, http://www.gartner.com/it/page.jsp?id=1629214 poster/cache/07046_facebook-video-chat110706174354.jpg http://2.bp.blogspot.com/_KLfaqHv6TXk/TAqENipPbfI/AAAAAAAAAoA/rhOp--Promise, based on Google Scholar data. Retrieved using the search term Vh0QQ/s1600/dna%2520synthesis.jpg http://trafficexchangeproject.com/wp-‘co-creation’ and sorted by year content/uploads/2011/05/johnny_automatic_funnel.jpgPromise, Research undertaken on the Brand Together Community, n=210
  39. 39. Thank you!Felix Koch | PromiseConsultancy Director, Promise Communities 75 Wells Streetfkoch@promisecorp.com London W1T 3QH telephone: +44 (0) 207 290 0290 fax: +44 (0) 207 290 0280 web: www.promisecorp.com

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