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

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. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

3. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

4. Tapscott Von Hippel
Co-creation:
Develop and improve products
& services together with
•Users & customers
•Consumers
•Companies
•Experts
Prahalad Howe

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. Basics of
Co-creation:
The crowd
(almost) always
knows better

7. Consumers are
empowered

8. Text
Web 2.0: Power of
media increases

9. User Generated Content

10. Consumers are networked

11. 1 2 3
The crowd as a threat..?

12. 1 2 3
The crowd as a threat..?

14. 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!

15. Co-creation happens anyhow!
But how can you indicate it to
the right direction, and make use
of co-creation?

16. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

17. Prevent a dead
community or
negative PR

18. “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

19. 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

20. Per phase expertise, target groups
and needs are different
Concept Development Testing Use
Experts ●
Pro-Amateur ●
Mass
audience
● ●
Expertise
Grootte

21. ?
Involvement of the right
departments & persons
is of huge importance
•Marketing & communication
•Innovation
•Developers
•MT

22. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

23. Platforms per 1 2 3
target group
(offline & online)
Experts
Pro-Amateur
Mass audience
Internal, own management External
& control & open

24. •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

25. •Focus on professional partners and users
•Development of applications
•1.000 ‘normal’ users
•Costs: 12 FTE
•Advantages: 2 new apps per month

26. •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

27. Source: Alumniblad TUDelft

28. 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

29. Platforms per 1 2 3
target group
(offline & online)
Experts
Pro-Amateur
Mass audience
Internal, own management External
& control & open

30. Conclusions
• Go & experiment with co-creation
• Develop a co-creation specific strategy
• Listen seriously to customers & users!

31. Thanks for your
attention
Questions:
Martijn.Staal@tno.nl
+316 51916237