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Co-creation

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Presentatie over online communities/social networks tbv co-creatie (draft)

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Co-creation

  1. Communication in the digital age It’s all about socialising, sharing and creating Marco Derksen Januari 2008 Co-creation
  2. Introduction Generation C Bron: Trendwatching.com
  3. Introduction Online Oxygen Bron: Trendwatching.com
  4. Introduction Virtual Connected
  5. Introduction Co-creation (or whatever you want to call it) Brandgagement ( Mangold ), Distributed business (Brown ), Citizen Marketing ( McConnell & Huba ), Co-creation ( Prahalad & Ramaswamy ), Community Driven Innovation ( Favela Fabric ), Connected Marketing ( Kirby & Marsden ), Consumer Driven Business ( Verdonck ), Consumer Driven Innovation (Eric von Hippel), Creation nets ( Brown & Hagel ), Crowdsourcing ( Surowiecki ), Customerism , Listening-Centered Marketing ( Pete Blackshaw ) , Mass Collaboration, Open Source Communities, Open innovation ( Henry William Chesbrough ), Open Source Marketing ( Cherkoff ), Peer production ( Benkler ), Product development 2.0 ( Dion Hinchcliffe ) , Wikinomics ( Tapscott & Williams )
  6. Introduction Co-creation Bron: OMC Group
  7. Living in open source times
  8. Living in open source times The Mozilla Foundation
  9. Living in open source times Firefox
  10. Living in open source times Apache
  11. Living in open source times Linux
  12. Living in open source times OpenOffice.org
  13. Living in open source times Wikipedia: The Free Encyclopedia
  14. Living in open source times Wikinomics: How Mass Collaboration Changes Everything
  15. Open for business
  16. Open for business TaxAlmanac: The fr ee online tax research resource and community
  17. Open for business OhmyNews: Every Citizen is a Reporter
  18. Open for business Skoeps: Sharing your experience with the world
  19. Open for business Digg.com: We make the news!
  20. Open for business Amazon Mechanical Turk: Artificial Artificial Intelligence
  21. Open for business InnoCentive: W eb-based community matching top scientists
  22. Open for business Tremor (VIP Community of Teens, P&G)
  23. Open for business Vocalpoint (Network of women, P&G)
  24. Open for business Monitoring blogs
  25. Open for business Lego Factory: How Lego makes mass customization work
  26. Open for business Lego Factory: The Paradigm Shift for LEGO From To Bron: Sophie Jenkins 100 LEGO designers ave. age 29 300 new LEGO sets p.a. Predefined, individual LEGO (play) experiences Trying to understand Consumers Only product innovation 1,000,000 LEGO designers ave.age 9 3,000,000 new LEGO sets p.a. Self-selected, interactive and social LEGO (play) experiences KNOWING the consumer Also PROCESS innovation Product revenue streams Product & SERVICE and EXPERIENCE revenue streams
  27. Open for business Lego Factory: How to Wow Bron: Sophie Jenkins Past consumer experience: LEGO defined Experience LEGO model LEGO Design Retail/S@H LEGOLAND LEGO theme Consumer Experience LEGO defined Future consumer experience:
  28. But first, get connected
  29. Get connected Nike+
  30. Get connected Nike+
  31. Get connected Nike+
  32. Get connected Nike+
  33. Get connected Nike+
  34. Get connected My ASICS 2.0
  35. Get connected My ASICS 2.0
  36. Get connected Run Easy
  37. Get connected Joga Bonita
  38. Get connected Sports Mates
  39. Get connected iSporty
  40. Get connected Home of the legends
  41. Get connected MijnSportwereld.nl (AD.nl)
  42. Get connected MijnSportwereld.nl (AD)
  43. Get connected fcmovei.nl
  44. Get connected My football club
  45. Get connected Ajax.nl
  46. Get connected AjaxForum.nl
  47. Get connected BBS Buccaneers
  48. Get connected Puma Talk
  49. Get connected Nike Talk
  50. Get connected Chelloo.com
  51. Get connected Big boards
  52. Dutch cases
  53. Dutch cases Fok.nl
  54. Dutch cases Tweakers.net
  55. Dutch cases Viva
  56. Dutch cases Radar (TROS)
  57. Dutch cases Radar (TROS)
  58. Dutch cases Kassa (VARA)
  59. Dutch cases 3Voor12 Lokaal (VPRO)
  60. Dutch cases 3Voor12 Lokaal (VPRO)
  61. Dutch cases Boomr
  62. Dutch cases Kroegenweb
  63. Dutch cases OV Ontmoetingen
  64. Dutch cases FunkyFish.nl
  65. Dutch cases Ditismijnteam.nl
  66. Dutch cases Mobielbreedband.nl (Vodafone)
  67. Dutch cases Raboblog.nl (Rabobank)
  68. Dutch cases Marketingfacts.nl (Online community for interactive marketeers)
  69. International cases
  70. International cases Big Brother Wiki (CBS)
  71. International cases Academici.com
  72. International cases Dell Ideastorm
  73. International cases GMnext
  74. Tools
  75. Tools YouTube.com (Esmée Denters)
  76. Tools Ning (Schaatslink)
  77. Tools Ning (Landroof, VPRO)
  78. Who is connected?
  79. Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)
  80. Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)
  81. Who is connected? The 1% Rule (citizen participation)
  82. Who is connected The 1% Rule ( Creators, Synthesizers, and Consumers) Bron: Bradley Horowitz (Yahoo!)
  83. Who is connected? Participation Inequality
  84. Who is connected? Forrester Research
  85. Van stranger tot evangelist
  86. Van stranger tot evangelist Marketingfacts Case Study <ul><li>Marketingfacts: </li></ul><ul><ul><li>November 2002 </li></ul></ul><ul><ul><li>Persoonlijke kennis database </li></ul></ul><ul><ul><li>Uitgegroeid tot platform voor en door vakgenoten </li></ul></ul><ul><ul><li>+/- 100 vrijwilligers </li></ul></ul>
  87. Van stranger tot evangelist Van toevallige passant tot blogger <ul><li>Marketingfacts: </li></ul><ul><ul><li>Ca. 100.000 bezoekers/maand </li></ul></ul><ul><ul><li>Ca. 10.000 regelmatig terugkerende bezoekers </li></ul></ul><ul><ul><li>Ca. 1.000 aktieve bezoekers </li></ul></ul><ul><ul><li>Ca. 100 vrijwilligers (60 bloggers; 40 mensen op de achtergrond) </li></ul></ul>Bereik Sitebezoek Stranger Lurker Participant Evangelist 100.000 10.000 10% 1.000 10% 100 10%
  88. Van stranger tot evangelist Wat zijn de kritische succesfactoren? Hoe trek ik bezoekers? Hoe zorg ik dat ze terugkomen? Hoe zorg ik dat ze actief deelnemen? Hoe zorg ik dat ze een evangelist worden? Bereik Sitebezoek Stranger Lurker Participant Evangelist
  89. Van stranger tot evangelist Hoe trek ik bezoekers? Hoe trek ik bezoekers? Hoe zorg ik dat ze terugkomen? Hoe zorg ik dat ze actief deelnemen? Hoe zorg ik dat ze een evangelist worden? Bereik Sitebezoek Stranger Lurker Participant Evangelist
  90. Van stranger tot evangelist Hoe zorg ik dat ze terugkomen? Hoe trek ik bezoekers? Hoe zorg ik dat ze terugkomen? Hoe zorg ik dat ze actief deelnemen? Hoe zorg ik dat ze een evangelist worden? Bereik Sitebezoek Stranger Lurker Participant Evangelist
  91. Van stranger tot evangelist Hoe zorg ik dat ze actief deelnemen? Hoe trek ik bezoekers? Hoe zorg ik dat ze terugkomen? Hoe zorg ik dat ze actief deelnemen? Hoe zorg ik dat ze een evangelist worden? Bereik Sitebezoek Stranger Lurker Participant Evangelist
  92. Van stranger tot evangelist Hoe zorg ik dat ze actief deelnemen? <ul><li>AANTAL POSTINGS </li></ul><ul><li>CONVERSATIE INDEX (CI) = </li></ul><ul><li>AANTAL REACTIES + TRACKBACKS </li></ul>
  93. Van stranger tot evangelist Hoe zorg ik dat ze actief deelnemen?
  94. Van stranger tot evangelist Hoe zorg ik dat ze een evangelist worden? Hoe trek ik bezoekers? Hoe zorg ik dat ze terugkomen? Hoe zorg ik dat ze actief deelnemen? Hoe zorg ik dat ze een evangelist worden? Bereik Sitebezoek Stranger Lurker Participant Evangelist
  95. Van stranger tot evanglist Kritische succesfactoren van online communties Promotie Content Interactie Co-creatie Bereik Sitebezoek Stranger Lurker Participant Evangelist
  96. Business model
  97. Business model Wat is het businessmodel van user generated content?
  98. Business model Wat is het businessmodel van user generated content? <ul><li>Doelstelling (value proposition): </li></ul><ul><li>Marketing (bijv. Firefox, Amazon) </li></ul><ul><li>Merkbouw (bijv. Dove, Threadless) </li></ul><ul><li>Innovatie (bijv. P&G, Lego) </li></ul><ul><li>Klantloyaliteit verhogen (bijv. China Club KLM) </li></ul><ul><li>Kostenbesparing (bijv. BBC News, Skoeps, Ohmynews) </li></ul><ul><li>Verbeteren concurrentiepositie (bijv. Wegener, Molblog/TvM, Emerce) </li></ul>
  99. Business model Wat is het businessmodel van user generated content? <ul><li>Verdienmodellen (value configuration): </li></ul><ul><li>Advertising/sponsoring (bijv. Web-log.nl, Wikipedia) </li></ul><ul><li>Gebruikers laten betalen (bijv. Habbo, Second Life) </li></ul><ul><li>Premium services (bijv. Web-log.nl) </li></ul><ul><li>Verkoop via andere kanalen (bijv. Toodou, Pocketinfo, Marketingfacts) </li></ul><ul><li>Faciliteren nieuwe diensten (bijv. marktonderzoek via Toodou, Hyves) </li></ul><ul><li>Content exploitatie (bijv. Flickr, Lulu) </li></ul><ul><li>Indirect (door kostenbesparing, imagoverhoging) </li></ul>
  100. Business model Wat is het businessmodel van user generated content? <ul><li>Waarde voor gebruikers (customer value): </li></ul><ul><li>Toegevoegde waarde voor gebruiker </li></ul><ul><li>Entertainment </li></ul><ul><li>Persoonlijke status en erkenning </li></ul><ul><li>Financiele beloning </li></ul><ul><li>Kans op een baan </li></ul>
  101. Business model Wat is het businessmodel van user generated content? <ul><li>Organisatie: </li></ul><ul><li>Welke interne medewerkers? </li></ul><ul><li>Welke klanten? </li></ul><ul><li>Welke partners? </li></ul><ul><li>Hoe gaan we het organiseren? </li></ul>
  102. <ul><li>3M boekt 146 miljoen dollar meer omzet door een betere lead-userfocus </li></ul><ul><li>Converse (sneakers) laat consumenten hun eigen reclame maken en boekt een omzetstijging van 12 procent </li></ul><ul><li>Audi laat klanten meedoen in zijn commercials en verhoogt de effectiviteit van zijn campagne met 80 procent </li></ul><ul><li>Amazon krijgt dagelijks 10 miljoen aanvragen binnen via affiliatelinks op sites van derden </li></ul>Business model Voorbeelden
  103. <ul><li>Threadless ontvangt iedere week 1500 gratis ontwerpen van t-shirts </li></ul><ul><li>Lego verkoopt inmiddels 6.000 producten die zijn ontworpen door gebruikers </li></ul><ul><li>Bij Toyota is binnen 2 dagen de productie weer op gang na een open source aanpak (brand Aisin Seiki) </li></ul><ul><li>Deelnemers aan Innocentive halen een rendement van 250 procent </li></ul>Business model Voorbeelden
  104. “ You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” Steve Jobs
  105. Communication in the digital age It’s all about socialising, sharing and creating Thanks to some of my twitterfriends for sharing their knowledge to complete this presentation: @erwblo, @gijsbregt, @vincentl, @sannew, @amsterdamant, @tonwesseling, @newamsterdammer, @haijeson

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