An introduction into online or digital cocreation and how organisation can use these tools to collaborate with the public, consumers, staff and experts to achieve their business objectives. Contains a selection of 9 recent and successful examples of online co-creation, two of which Promise and I have been involved with.

1. Outside in: How companies can harness
the power of online co-creation
Felix Koch – Consultancy Director Promise Communities

2. 200 billion hours = time US adults
spend watching TV each year
100 million hours
=
time it took to
create entire
Wikipedia
What could we do, if we could convert a bit of the time that is
spent on the left-hand side into active, collaborative time?

3. Introduction to Promise & online co-creation
9 case studies from across the globe
Q&A

4. Insight Innovation Brand Strategy

6. today’s world

7. Pangaea: 200 m years ago

8. This The oldold world!
is the world!

9. Web-Pangaea: the new world!

10. Introduction to Promise & online co-creation
9 case studies from across the globe
Q&A

11. The Public The Public Employees
Experts Customers Customers
Customers Customers Customers

12. Galaxy Zoo – Oxford University
Challenge: How can we classify millions of newly
photographed galaxies within a very low margin of
error?
Solution: Galaxy Zoo is a public website which invites
members of the public to assist with the morphological
classification of galaxies to help further science.
Result: 80,000 volunteers have classified more than 10
million images of galaxies submitting over 34 million
data-points. Multiple scientific papers published as a
result.

14. Share an Idea - Christchurch
Challenge: How can we give hope to the people of
Christchurch after the earthquake? How can we build a
better city together?
Solution: The council of Christchurch started a
participatory process - off- and online - that invited all
citizens to submit ideas for a new central city plan.
Result: Over 106,000 ideas were gathered and reviewed.
The new central city plan brings together most of these
and proposes a range of projects and tools to ensure
that Christchurch becomes a vibrant city again.

18. BigTalkOnline - Kraft Foods
Challenge: How can we define a new, motivating &
future-proof Mission, Vision, Values statement with the
help of 3,000 senior executives?
Solution: A private online collaboration community
called Big Talk Online, enabling real-time, facilitated
collaboration on Kraft’s new Mission.
Result: A co-created mission statement developed &
signed off in under four months that employees
celebrated upon launch and that is widely accepted
within the organisation.

20. Connect and Develop - P&G
Challenge: There are more clever people outside P&G
than inside: how can P&G tap into the creative talents of
these innovators and keep the leading edge in FMCG?
Solution: A website and remuneration model that
connects P&G’s most urgent needs with solutions of
scientists around the world.
Result: The productivity of the R&D department
increased by 60%. They doubled their success rate and
today 35% of all new products P&G launches come from
outside the company.

24. Think Oven - Domino’s Pizza
Challenge: How can we leverage our Facebook page &
gather consumers’ ideas for new products & services?
Solution: Domino’s Think Oven: a dedicated Facebook
page that allows users to submit ideas for a specific
product brief while also allowing everyone to suggest
their own improvements for Domino’s
Result: Think Oven has been launched in February 2012
and has already generated 3,500 distinct ideas for
Domino’s. So far a new side dish has been launched and
customer service has picked up on a frequent complaint.

27. Crash The Superbowl - Dorito’s
Challenge: How to engage consumers around a crisps
brand and drive brand warmth as well as preference?
Solution: Dorito’s hosts a yearly online competition to
attract consumer-created ideas for their 30m$ Super
Bowl ad. Fans vote through FB, a microsite or their
Xbox. In 2012 nearly half a million people cast their vote.
Result: Dorito’s have aired user generated several times
since 2007. The ‘Crash The Super Bowl’ commercials are
extremely popular: in 2011 the ads come joint first and
fourth in the 2011 USA Today Super Bowl Ad Meter.

30. giffgaff - Telefonica
Challenge: How can you thrive in a highly competitive
business by outsourcing your customer service,
marketing and sales functions to your customers?
Solution: giffgaff is a virtual mobile phone service
running on the O2 network. In the giffgaff community
customers earn credits for offering their help and advice.
Result: giffgaff’s customer support community has over
100k users and 5.5 m page views per month. Over half of
queries are answered by other customers & 95% are
answered in less than an hour.

33. Bupa Think Tank - BHW
Challenge: How do you hard-wire the customers’
perspective into the organisation?
Solution: The Bupa Think Tank is a closed, private online
community of 400 Bupa customers and non-customers
who are committed to helping Bupa become more
consumer-centric.
Result: Building a compelling positioning and naming
the new 24/7 GP hotline Bupa Anytime HealthLine,
support BHW comms and proposition development.

34. LUGNET - Lego
Challenge: How can you leverage your die-hart fans and
turn them into spokespeople for your brand?
Solution: Lego energised the existing LUGNET
community of Adult Fans of Lego by given them special
access to products and information and selecting the top
25 fans as official Lego Ambassadors.
Result: Adult Fans of Lego account for 5% of overall
sales and Forrester estimates a 200% ROI on the
LUGNET initiative.

35. NAME LEGO USER GROUP GROUP REGION
Katherine Walcott MCLUG Alabama
Trevor Van Aalst SALug Alberta, Canada
Franz Lindemann LGOe Austria
Ludo Soete BeLUG Belgium
Jean Pierre Manalo SydLUG Berowra, Australia
Wagner Cavalli Rodrigues LUG Brasil Brazil
Borislav Mihaylov Lebgo Bulgaria
Mariann Asanuma Modeling Secrets California
Jude Beaudin ParLUGment Canada
William Ziccardi BrickArms Chicago, Il

36. Web-Pangaea: the new world!

37. Thank you!
Felix Koch
Email: fkoch@promisecorp.com
Twitter: @felixdkoch
Sources & picture credits
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