Co-creation & E-Branding: Product Communication in The Digital Age

CO - CREATION & E- BRANDING
(Product Communication in the digital age)
Presented for knowledge sharing forum at PT. PEC
By : Ekak K.Hardianto
@Ekkhard
It’s all about creating, sharing, & socialising

Introduction: GenerationC
©2014. ICT Business Unit of PT Panggung Electric Citrabuana
EKHARD

Generation C: Online oxygen
EKHARD

Co-Creation(orwhateveryouwanttocallit)
EKHARD

What can you do with that is more valuable than advertising?
EKHARD

This..
EKHARD

Refresh your world
•Pepsi pulled their multi-decade, multi-million dollar Superbowlopening ad and traded it in for a $20 million social media initiative
•The Pepsi Refresh Project is about getting the global community to nominate initiatives hat need funding in local communities
•Users can upload their video / project profile, and gather votes to win funding going from $5k to $250k a few times every month.
•They effectively crowd-source their global CSR and engage fans in the process
Results:
•127 ideas funded in four months
•Stats are 30% US vs 70% from other nations
•$5 million invested in local communities.
•32 new grants and $1.3 million awarded each month
•By end of May, over 2 million users have registered
•5,000 new ideas submitted
•The public cast up to 10 votes per day
•From 250k Facebook fans to 788,265
EKHARD

My Starbucks Idea
•92,346 Ideas submitted
•Monthly Users, 1,320,294
•Daily Users, 43,407
•Monthly Page views 5,532,032
•28 Ideas have been actioned
•E.g. a Blackberry App, ‘I’ll buy you a drink remotely’ and Mocca Coconut Frapuccino
•MyStarbucks Idea was setup for customers to exchange ideas with each other and directly to Starbucks
•Customers can give their opinions on everything from; (Product), (Service), in-store music, layout, (Involvement) corporate social responsibility, marketing and advertising
•They feature and reward the most active users and implement a high number of suggestions that directly feed back into
EKHARD

Dell Ideastorm& other stuff
•Following on from ‘Dell Hell’ a term created by a disgruntled blogger in 2005 *to summarise a period when of all Dell related blog posts 45% were negative.
•Dell went on to setup a number of customer feedback environments from Ideastorm, Studio Dell to Direct2Dell
•They ask users to submit issues or new ideas openly, discuss them with one another and their employees
•5,300 different customer issues resolved
•Direct2Dell av. 3.5 million + monthly page views / ranked 3,683 out of 107 million (Technorati).
•StudioDell receives up to 70,000 views daily.
•Dell IdeaStorm garners more than 40,000 unique visitors weekly, 8,900 ideas submitted and 67,000 comments.
EKHARD

‘Banking is better in black and white’
•It takes a by sentiment what people were lot to standout in banking. Customer Service was what First Direct new they were good at.
•They were so confident they created an area to aggregate and score saying about them across the Internet
•It acted as a check against their claim of high customer satisfaction and become the centre piece for all their marketing activity
•Their marketing is indirectly co-created here by the consumer
•Received the highest customer loyalty ranking in the consumer banking sector based on the Satmetrix2010 European Net Promoter Score®
•Score* (NPS) of +42%, 46 points ahead of the sector average of -4% and a massive 68 points clear of the worst banking customer experience (-26%).
EKHARD

Nike ID Studio
•NIKEiDOnlineallows customers to design their own Nike trainer and buy it or just share it with their friends across social media platforms on Twitter & Facebook as well as embed a widget in a blog page
•The online service launched in 1999 and gave the ability to choose from a limited range of different material and colours to develop their own style of tennis shoe.
•Giving a total of 31 different customizable and a choice of 82 different materials and option types.
•The NIKEiDonline business has more than tripled since 2004
•It receives more than 3 million unique visitors going to www.NIKEiD.com every month.
EKHARD

‘Live Every Litre’
-1000 Trips Submitted in 4 weeks
-13 trips Selected for the final film
-A production team of 18 bloggers involved helping steer decision making
•A co-created, crowd-sourced documentary about the extraordinary journeys people want to go on but never do with people of all kinds from across Europe as the stars.
•Directed by –Claudio Von Planta (Long Way Down & Long Way Round) and produced by and with a team of bloggers from the UK, France, Germany, Spain and Italy, a final cast of 13 were chosen from journey ideas submitted online.
•All the journeys are taken in the new Honda CR-Z as they undertake their leg of the journey across Europe. Coverage of the trips were covered by a team of bloggers.
EKHARD

That which we create we embrace
We can’t stop talking about
We choose over all else
REMEMBER:
ADVOCACY REQUIRES..
INVOLVEMENT
EKHARD

•Make better products
•Be better businesses
•Improve their services
•Get consumer opinion and buy-in on their decision making
•Co-create their marketing campaigns
Brands can:
EKHARD

Listen to discover those who share your purpose
Invite them into an open/closed bespoke community
Community surfaces and validates best ideas and key influentials
Select key influentials to collaborate with internal teams
Direct Insight
Best-fit products
More efficient marketing
Attracts more users more ideas, potential new customers
Private, Safer, faster; greater control
OPEN
Co-Creation Process
EKHARD

Collaborating with consumers
What does structural collaboration mean for company
and consumer?

COMPANY HISTORY

The Old World

A Working Definition

Issue
EKHARD

AboutMe
The youngprotégé, ICT Marketer& Business Scholarwww.ekak-hardianto.com

Co-creation & E-Branding: Product Communication in The Digital Age

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