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Co-creation presentation at Flevum Open Innovation Experience 2009

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Co-creation presentation about co-creation specific strategies, at Flevum Open Innovation Experience at 6 October 2009

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Co-creation presentation at Flevum Open Innovation Experience 2009

  1. 1. Co-creation: Fear for the crowd or make use of the power of the crowd? Flevum Open Innovation Experience 6th October 2009 Martijn.Staal@tno.nl +316-51916237
  2. 2. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  3. 3. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  4. 4. Tapscott Von Hippel Co-creation: Develop and improve products & services together with •Users & customers •Consumers •Companies •Experts Prahalad Howe
  5. 5. 1 2 3 Co-creation as enabler of marketing & innovation objectives Concept Development Testing Use CO-CREATION OBJECTIVE •New products •Cost savings •Loyality •Market share •PR •PR •PR ideas Expertise Capacity ideas & support
  6. 6. Basics of Co-creation: The crowd (almost) always knows better
  7. 7. Consumers are empowered
  8. 8. Text Web 2.0: Power of media increases
  9. 9. User Generated Content
  10. 10. Consumers are networked
  11. 11. 1 2 3 The crowd as a threat..?
  12. 12. 1 2 3 The crowd as a threat..?
  13. 13. 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!
  14. 14. Co-creation happens anyhow! But how can you indicate it to the right direction, and make use of co-creation?
  15. 15. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  16. 16. Prevent a dead community or negative PR
  17. 17. “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 vulnerable
  18. 18. 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? Strategies differ per objective
  19. 19. Per phase expertise, target groups and needs are different Concept Development Testing Use Experts ● Pro-Amateur ● Mass audience ● ● Expertise Grootte
  20. 20. ? Involvement of the right departments & persons is of huge importance •Marketing & communication •Innovation •Developers •MT
  21. 21. Co-creation presentation 1 Co-creation 2 Co-creation specific strategy 3 Examples
  22. 22. Platforms per 1 2 3 target group (offline & online) Experts Pro-Amateur Mass audience Internal, own management External & control & open
  23. 23. •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
  24. 24. •Focus on professional partners and users •Development of applications •1.000 ‘normal’ users •Costs: 12 FTE •Advantages: 2 new apps per month
  25. 25. •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
  26. 26. Source: Alumniblad TUDelft
  27. 27. 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
  28. 28. Platforms per 1 2 3 target group (offline & online) Experts Pro-Amateur Mass audience Internal, own management External & control & open
  29. 29. Conclusions • Go & experiment with co-creation • Develop a co-creation specific strategy • Listen seriously to customers & users!
  30. 30. Thanks for your attention Questions: Martijn.Staal@tno.nl +316 51916237

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