This document discusses how to design social media projects for co-creation. It explains that projects have a start and end date and specific goals. It discusses two types of social media challenges: crowd sourcing for new concepts and co-creation where communities help configure products. It provides examples like a developer challenge where a community builds components and an idea contest. It notes some projects are not suitable for co-creation due to risks or lack of participant interest. It suggests identifying projects that have critical mass and appeal for co-creation. It discusses using communities for co-creation in industries like textiles, vehicles, and consumer products. It also discusses identifying project hotspots using internal priorities like environmental goals and external priorities like customer concerns.

1. How to Design
a Social Media Project
By G Sankaranarayanan
22-23 June, 2012
Chennai
Consulting Services

2. Co-creation by Projects Projects are "unique endeavors" by
Two Essential definition, and not a core, ever going
Characteristics of projects
project
Projects are “temporary endeavour”
undertaken to create a unique product
or service.
Projects have a start date, end date, and
a specific goal

3. Challenges:
Crowd
Campaigns Community
sourcing/Co-
creation

4. Campaigns

5. Hero MotoCorp’s Billion Voices

6. Challenges

7. Two Types of Challenges
Crowd
Co-creation
Sourcing
• New concepts • Configuration
• No components • Non-configurable
base

8. Two Types of Challenges
Co-creation Crowd sourcing
Example: Developer Challenge Example: Idea Contest
Local-Motors, which provides chassis as BMW’s Urban Mobility idea contest,
a non-configurable base, and asks its which gives only some specs, but the
community to build components on it community comes up with new ideas

9. Challenges – Crowd Sourcing

10. Challenges – Crowd Sourcing

11. Challenges – Co-creation

12. Co-creation Unthinkable
Not everything can be co-created

13. Co-creation Unthinkable
Not everything can be co-created

14. Co-creation Unthinkable
Not everything can be co-created

15. Co-creation Candidate
Identify projects that are suitable for
• Critical mass for
co-creation
collaboration
• IP risks
• Business risks
• Appeal for
participants/collaborators

16. Co-creation in Textile Industry

17. T-Shirt, a classic product

18. Shirt, a classic product

19. Jeans, a classic product

20. Communities

21. Community – Generation Benz

22. Community – Hyundai AfterMarket

23. Identifying Project Hotspots
Consulting Services

24. Project Hotspots

25. Internal Priority
Case Example: Starbucks
"100 percent
recyclable cups by
2015“
Starbucks

26. External Priority
"Paper cup is number one
environmental liability of our
customers"
Jim Hanna, Director, Environmental
Impact, Starbucks

27. Project Hotspot for Starbucks

28. Starbucks’ Betacup Challenge
Facts and Figures
Type: Idea contest
Duration:
April-June, 2010
Results:
430 ideas
5000 comments
1 crore impressions

29. Worksheet
Identifying Project Hot Spots
Link to File
Contact
sankar@younomy.com
Consulting Services