20100121 Tno Achmea Co Creation Masterclass For Nhtv

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Co-creation Masterclass for NHTV Imagineering students how to implement co-creation in an organization.

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20100121 Tno Achmea Co Creation Masterclass For Nhtv

  1. 1. Co-creation Masterclass NHTV 21 January 2010 Martijn Staal martijn.staal@tno.nl | 0651916237 Hilma van Slooten hilma.van.slooten@achmea.nl
  2. 2. What are your expectations for today?
  3. 3. Introduction TNO & Martijn Staal •Independent •Turnover: 553MEuro (TNO ICT: 40MEuro) •Employees: 4000 (TNO ICT: 375)
  4. 4. Introduction TNO & Martijn Staal
  5. 5. Introduction TNO & Martijn Staal • Consultant & innovator at TNO ICT since 2005 • Social media & co-creation studies & consultancy for Corporates (Philips, KPN), industry associations (publishers & printers), SME, Economic Affairs, EC • Research on co-creation and crowdsourcing case studies • More info (Dutch): http://www.martijnstaal.nl/
  6. 6. Today’s goals • Talk about, and experience co-creation strategies • Learn how to integrate co-creation within an organization • Define new co-creation concepts & action plans for Achmea • Discuss & answer your questions about co-creation • ..?
  7. 7. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  8. 8. Program 09.45 Reception 10.00 Co-creation: Fear for the crowd or give direction to the crowd? 10.30 Introduction Achmea & “De Bovenkamer” 11.00 Achmea case assignment 11.15 POST methodology 11.30 Team assigment: People & Objectives 12.00 Presentations by teams ~ 12.30 Lunch 13.00 Plenary presentation Strategy & Technology 13.30 Team assigment: Strategy & Technology & action plan 14.30 Plenary presentation co-creation action plan & discussion 15.00 Continuation Team assignment 16.00 Presentations, discussions & prize winners 16.45 Conclusions & drinks
  9. 9. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  10. 10. Co-creation: Fear for the crowd or give direction to the power of the crowd? Martijn.Staal@tno.nl +316-51916237
  11. 11. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  12. 12. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  13. 13. Tapscott Von Hippel Co-creation: Develop and improve products & services together with •Users & customers •Consumers •Companies •Experts And very important: dialogue! Prahalad Howe
  14. 14. Co-creation according to Frank T. Piller, professor on Co-creation at Aachen University • Co-creation: when input from customers / users is incorporated in a firm's innovation process, with a focus on access to NEED information • Open innovation: when especially SOLUTION information is obtained from outsiders for a given innovation project. At the same time the term also covers the supply side, i.e. selling internal technologies to external parties • Crowdsourcing is a term that described ONE (of several) organization mechanisms of doing either co-creation or open innovation. This mechanism builds on sharing a larger "job" into granular pieces and broadcasting these smaller tasks to an open network in form of an open call. Potential contributors self select the task they want to take on."
  15. 15. 1 2 3 Co-creation as enabler of marketing & innovation objectives and starting dialogue about customer needs Concept Development Testing Use CO-CREATION OBJECTIVE •New products •Cost savings •Loyality •Market share •PR •PR •PR Ideas Domain Info about Ideas for expertise Needs improvements
  16. 16. Basics of Co-creation: The crowd (almost) always knows better
  17. 17. Consumers are empowered
  18. 18. Text Web 2.0: Power of media increases
  19. 19. User Generated Content
  20. 20. Consumers are networked
  21. 21. 1 2 3 The crowd as a threat..?
  22. 22. 1 2 3 The crowd as a threat..?
  23. 23. Dell IdeaStorm (B2C) (2007) •9.000 members •11.000 ideas (300 p/m) •84.000 comments (80/20) •650.000 votes •1-5% of ideas is usable •Costs: 2 FTE mgt + €150-300k •Advantage: less support, cost savings, ideas, loyalty Or as an opportunity!
  24. 24. Co-creation happens anyhow! But how can you give it some direction, and make use of co- creation to start a dialogue with your customers?
  25. 25. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  26. 26. Prevent a dead community or negative PR
  27. 27. “What are the most promising cases?” “Wollig 'enerzijds-anderzijds' verhaal. “ ….. “WTF is social tagging: spreek je moers taal!)? Kinnesinne?” ….. Co-creation with users can be fragile
  28. 28. 1 2 3 Important questions 1. Which marketing & innovation objectives must be reached? 2. Co-creation in what part of the innovation process? 3. What expertise do you need? 4. Which target groups needs to be involved? 5. How can the target group be motivated? 6. What departments and persons in the organization must be involved? 7. What co-creation specific functionality is needed? 8. What platform is most suitable? Answers are different per objective
  29. 29. Per phase expertise, target groups and needs are different Concept Development Testing Use Experts ● Pro-Amateur ● Mass audience ● ● Expertise Size
  30. 30. ? Involvement of the right departments & persons is of huge importance •Marketing & communication •Innovation •Developers •MT •..
  31. 31. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  32. 32. Platforms per 1 2 3 target group (offline & online) Experts Pro-Amateur Mass audience Internal, own management External & control & open
  33. 33. •Consumers can upload their designs •3000+ designs per week •Costs: 12 FTE •Advantages: - Customers 2,5 million LEGO fans - Animation & computer games -Magazines & LEGO WORLD with 70.000 visitors -Because of community more mature users From decreasing revenue to fast growing turnover and 2,5 million fans
  34. 34. •Focus on professional partners and users •Development of applications •1.000 ‘normal’ users •Costs: 12 FTE •Advantages: 2 new apps per month
  35. 35. •Focus on young professionals and students •5.000 registrations •€5.000 per battle •Until now 70 battles •On average 50 ideas per battle On demand & closed
  36. 36. Source: Alumniblad TUDelft
  37. 37. 1 2 3 Completely open •Objective: efficiency, knowledge development and sharing •530 festival program tips •900 tips via social media •40 participants on the Open Festival model •A lot of positive feedback
  38. 38. Platforms per 1 2 3 target group (offline & online) Experts Pro-Amateur Mass audience Internal, own management External & control & open
  39. 39. Conclusions • Go experiment with co-creation, but develop a co-creation specific strategy • Listen seriously to customers & users! • Transformation of internal organization is essential!
  40. 40. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  41. 41. << Presentation and case assignment Achmea >>
  42. 42. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  43. 43. Co-creation objectives are often unclear [1] • Too much focus on social technologies instead of objectives • Too often the essential changes in the internal organization are neglected • Measurements and evaluations do hardly occur [1] ‘How To Organize Your Company For Social Computing’Forrester
  44. 44. POST methodology: a systematic approach for co- creation and social media [1] • Begin with your stakeholders and objectives instead of the tools! People Who are the stakeholders, what are their needs? How do they use social media? Objectives What are your co-creation objectives? Strategy How are you going to realize your objectives? Technology Which applications and/or platforms do you need? [1] gebaseerd op Bernoff, J. (2009), Forrester
  45. 45. Team assignment 1: People & Objectives • Define the co-creation stakeholders and objectives for the Achmea case • Stakeholders • Who is involved? • What are their social media needs and uses? • Objectives • What should Achmea accomplish with co-creation? • For what target groups? • Make use of post-its, flipovers, etc. Be creative! • 30 minutes, per team 1 person presents their findings
  46. 46. Teams Name First name Nationaliteit Alink Jessica Dutch Bachelor of Media & Entertainment Management Boekholt van, Bram Dutch Bachelor Commerciële Economie Cortina Romo Xavier Mexican Bachelor Business Administration Dahm Jennifer German Bachelor of Media & Entertainment Management Haven van der Niels Dutch bachelor Media & Entertainment mgy Jumelet Karim Dutch Bachelor Small Business and Retail Management (Avans) Knitel Sanne Dutch bachelor Design Academy Lankhorst Wilma Dutch NWIT Le Minh Tu Vietnamese Bachelor International Business Administration Leijser Monique Dutch NWIT Menon Kishore Indian Bachelor of Engineering Peeters Joep Dutch Bachelor of Tourism Management Simons Carlijn Dutch Bachelor of Leisure management Verlaan Bobby Dutch bachelor Media & Entertainment mgt Vlokhoven van Rob Dutch Bachelor Leisure Management (NHTV) Zanden, van der Lieke Dutch Bachelor of Leisure management Team 1 Team 2 Team 3 Team 4
  47. 47. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  48. 48. Strategic analysis for co-creation 4 dimensions: A. Innovation cyclus phase B. Expertise that is needed C. Motivation and size of crowd D. Complexity
  49. 49. Dimension A - Innovationcyclus 1. Idea/concept 2. Production 3. Evaluation or marketing
  50. 50. Dimension B – Needed expertise 1. Generic expertise 2. Profesional expertise 3. Academic expertise
  51. 51. Dimension C –Motivation and size of crowd • In what ways is you crowd motivated? • What is the required minimal size for the crowd?
  52. 52. Dimension D –Complexity Number of stakeholders and interests 1. Low (clear problem, few interests) 2. Medium (1 solution, multiple stakes) 3. High (multiple solutions and/or multiple stakes)
  53. 53. Result: co-creation strategy focus points Innovatiecyclus Niveau 3 Niveau 2 Niveau 1 Complexiteit Co-creatie Expertise vraag Grootte crowd
  54. 54. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  55. 55. Platform requirements & elements • Based on the objectives, target Functionality: Own layout: groups and strategy, decide what Own community: Scalability: your platform functionality should Usability: Flexibility: conform to Communication Languages: features: Metrics for succes: Management: • Mostly a combination of Reliability: External/internal: offline/online is most effective Price: Extendability / open API:
  56. 56. Co-creatie intermediary platforms with community Different platforms Consultancies that facilitate co-creation processes Own platform & community •Own community •Own layout •Internal & external •Most advanced Existing community platforms (not co-creation specific) Bron: http://www.thespiritofcocreation.com/the-co-creation-landscape/#more-91
  57. 57. Strong Weak Evaluation Co-creation Gebruiksvriendelijk Eigen community Communicatie Functionaliteit Extern/intern Betrouwbaar Eigen layout Nederlands Schaalbaar Meetbaar platforms Flexibel Beheer Prijs …. Redesignme private co-creation portal Favela fabric Chaordix Salesforce CRM Marketing Fellowforce Spigit Sharepoint/Newsgator …..
  58. 58. Team assigment 2: Achmea co-creatie strategy, platforms and roadmap • From assignment 1, choose one objective for which you will define a co-creation strategy and action plan • Define a co-creation strategy based on the dimensions: Innovation Cyclyus, Expertise, Size of crowd and complexity • Define the platforms to be used • Develop an action plan for Achmea • Make a drawing that represents your strategy and vision • Make use of flipovers, post-its and be craetive! • Decide who will present your results • You will compete against the other 3 teams!
  59. 59. Co-creation program overview 1. Co-creation introduction 1. Co-creation introduction 2. Achmea case 2. Achmea case • Presentation Achmea • Presentation Achmea • Case assignment • Case assignment 3. POST methodology 3. POST methodology • People • People • Objectives • Objectives • Strategy • Strategy • Technology & platforms • Technology & platforms 4. Co-creation roadmap 4. Co-creation roadmap • Co-creation action plan • Co-creation action plan • Internal organization • Internal organization • Roles & responsibilities • Roles & responsibilities
  60. 60. Actions to make the organization co-creation ready Actie Voorwaarde Risico Best practices Strategy Clear plan how Start a strategy that focuses Get support for, and develop the plan together with stakeholders use social on tools instead of people & other departments to prevent a confusing customer media and what are their objectives experience needs Commitment Take care of commitment No commitment means a Formulate co-creation programs, increase of market teams and fragmented experience for ownership by delegating responsibilities management customers at e.g. customer support and service Roles Make sure that the With social programs there Strategists often have turnover targets. Make sure essential roles such as has to be somewone who there are community managers organization wide community managers and talks back. Prevent that no that can interact with your customers structurally co-creation strategists are one is permitted or able to present talk back Training External input for new Don’t lock your team up, but Create a continuous series of external speakers, programs such as facilitate them in keeping their and let internal teams share their good and bad external speakers, knowledge and competencies experiences conferences, books up to date Process Define a process that No process means redundant Formulate a team that can take action quickly and keeps teams up to date activities or means that has a mandate, also after working time and in and efficient nothing happens weekends Experiments A safe place to Experimenting publicly with P&G Social Media lab where brands can experiment customers means that a lot of experiment with new co-creation forms risks are taken. Therefore its better to do the first experiments internally. Forrester, how to organize your company for social computing
  61. 61. Co-creation strategies are (too) often an initiative of the Marketing department • It should be a shared activity! Forrester, how to organize your company for social computing
  62. 62. A crossfunctional social media or co-creation is preferable • Prevents redundant platforms & activities and stimulates organization wide co-creation adoption
  63. 63. Evolution of internal co-creation organization Co-creation Capabilities Phase 1: Start •Project focused •Experiments & pilots Phase 1 •Learn to be ‘open’ •New roles & processes •Change management Start Time Bron: Ninesigma, 2009
  64. 64. Evolution of internal co-creation organization Phase 2 Co-creation Capabilities Consolidation Phase 2: Consolidation •Best practices •Workflow processes are Phase 1 defined •Metrics structure is used •Co-creation as part of the Corp. strategy Launch Time Bron: Ninesigma, 2009
  65. 65. Evolution of internal co-creation organization Phase 3 Integration in organization Phase 2 Co-creation Capabilities Phase 3: Integration Consolidation •Co-creation strategy is presented internally and externally •Organization wide, well- defined CC processes •Standard metrics and Phase 1 dashboards •Knowledge has become competitive strength Launch Time Bron: Ninesigma, 2009
  66. 66. Conclusions..
  67. 67. Thanks for your attention Questions: Martijn.Staal@tno.nl +316 51916237
  68. 68. What are we talking about? Open Innovation • use external / internal ideas • internal /external paths to market • flexibly (not ‘closed’) • organizing inflows and outflows of ideas and products Co-creation Develop and improve products and services together with: • Companies • Employees • Knowledge institutes • Customers • End users & Consumers
  69. 69. What are we talking about? Open Innovation • use external / internal ideas • internal /external paths to market Co-creation Develop and improve products and services together with: • Companies • Employees • Knowledge institutes • Customers • End users & Consumers Co-creation Individuals come together to create and share self-generated information, knowledge and content independent of any mechanisms of market exchange.
  70. 70. What are we talking about? off-line way of working / innovation process on-line tools Open Innovation Web 2.0 Use of WWW technology to enhance: • use external / internal ideas •interactivity, creativity, information sharing, face to face communication • internal /external paths to market connecting people, and collaboration Co-creation Develop and improve products Crowdsourcing and services together with: Open call to a generally large group • Companies of people or community • Employees • Knowledge institutes • Customers Virtual Worlds • End users & Consumers Virtual encounters stimulating creativity between individuals Co-creation Self-generated information, knowledge and content . User Generated content "users" generate and share their own content, using collaborative publishing platforms like You Tube, rather than consume production from the mass media.
  71. 71. Different management goals of participation Not only product development! [Source: The McKinsey Quarterly, Six ways to make web 2.0 work]

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