There was almost unanimous agreement at the FS Forum in St Paul De Vence over the challenges facing the Financial Services Industry. They were described in four words: trust, reputation, transparency and engagement. There was also serious acknowledgement that the consumer has a vital role in helping the major brands from the industry to meet these challenges. There was a sense too amongst some of the delegates that in the words of Simon Clift the recent CMO of Unilever they felt “behind the consumer” and that this is a very uncomfortable place for a brand or organisation to be.

1. Andrew Needham
Andrew Needham
Founding Partner
Founding Partner Face
FACE
www.facegroup.co.uk

2. the debate
changing consumer landscape
co-creation process & case studies
measurement & what we learned

5. the debate
changing consumer landscape
co-creation process & case studies
measurement & what we learned

8. what does this mean for finance
openness, fairness
& trust
streamlining
peer to peer
financial advice
structuring

9. the debate
changing consumer landscape
co-creation process & case studies
measurement & what we learned

11. targeting your adfluentials
“adfluentials” – people who have the passion, skills & brand
connection to work with you and influence what you do
and who have the networks to offer greatest potential for
spread of positive word of mouth when they do work with you
passionate, brand/category/need state
skilled & relationship
networked
sweet spot of passionate, skilled & networked consumers
who are willing to play a role in influencing your brand

12. types of co-creation
1%
active intimate
10%
passive open

13. types of co-creation
1%
active intimate
10%
passive open

14. how we do it
open
exploration use the open web to harvest insights
or ideas from a large number of
THE WEB
people on the web
crowd-sourcing tap into communities of
CONSUMER consumers to refine and develop
COMMUNITIES insights and ideas
co-creation work with the most creative and
passionate consumers (the 1%ers),
CREATIVE
to develop finely honed ideas
CONSUMERS
intimate validation
get the community to select the best
ideas for launch, and find ways to
CONSUMER COMMUNITIES improve them
seamless process experts pulse in and out insights and ideas are captured throughout

15. exploration

16. findings from Pulsar
I went to the bank FRIDAY to say I lost my card,...
Got a new one in the post today!!! #Moesh Lloyds Kelly Marie love lloyds tsb &
are on a #QuickTing there bank chargers
Nooooooo.... Little britian has sold itself Jamal Shahid finally after 4
out to nationwide building society!! years i left xxx…
Anyone else experiencing problems paying for xxx advert hus seen it??
anything online with xxxx today? PMFSL omg I cnt breath! :L x
@3en xxxx just announced a special policy bolt
on for ash cloud cover - check them out
Feeling good! Just closed my xxxx account!! Bye bye! I will not
miss your ridiculous fees!! *BBM dancing face*

17. crowdsourcing consumer
communities
mobile status concept builder
opinion board update
develop and evolve
real time Twitter reports existing ideas
share views, answer questions
polling
web tracker
quick rate and vote
real time web feeds
chat group
rich mix
structured interaction
video / image / link
upload
crowd-sourcer
peer2peer
harness crowd for
insider reporting ideas
blogger locked box
trends drop box
give your point of view private diary space
hot or not, in or out

18. pilot a research and
innovation process that
could help to develop 15-20
new product ideas within
the lips category for Avon
15 new products
ideas for the lips
category the challenge: to
ensure a large quantity
of ideas, whilst still
ensuring that these
were strongly based on
true consumer insight
crowdsourcing content
was taken forward into
a 1-day co-creation
workshop. !The day Face recruited 1000s of
generated and develop women through online
ideas, but also to channels, to crowdsource a
provide further over 8000 ideas & thoughts
consumer insight for potential new ideas for
lip products. !

19. co-creation

20. develop a number of compelling
themes which makes a fresh
fragrance resonate with guys in a
new way
in only 6 weeks the final
concept was co-created Face held a co-creation in
and after successful New York for 2 days with
testing the new variant 16 US, LATAM and English
‘Lynx Twist’ was consumers to co-create
launched at the end of lots of ideas
2009
the ideas were taken to online
groups in Philipines, UK,
Argentina and US to optimize
the top ideas from the co-
creation

21. develop a big social media idea
for Skinny Cow Hot chocolate
from the positioning “indulge in
a little naughtiness”
ads & social media
campaign created by
consumers
co-created with target
market women in a one
day workshop to
challenge the current
positioning
2 month online co-
creation community and worked with Ad
2 workshops with agency to refine
consumers to develop “indulge in a little
executions of campaign naughtiness”
concept

23. the debate
changing consumer landscape
co-creation process & case studies
measurement & what we learned

26. let consumers influence you
the importance of the 1%ers
the co in co-creation
the need for a coherent process
the importance of leadership

27. Andrew Needham
Andrew Needham
Founding Partner
Founding Partner Face
FACE
www.facegroup.co.uk