The document discusses the concept of "The We Experience" and how companies can create meaningful experiences for customers in the experience economy. It argues that companies need to shift from transactions to interactions and place customers at the center of innovation. Various examples are provided of companies that have successfully created "We Experiences", such as Nike+ turning running into a gamified social experience and Slideshare facilitating knowledge sharing. The document advocates for an ongoing experience innovation process within companies.

1. The We Experience Emotionally engage us and flourish By Marieke Schoenmaker

2. Companies that try to create meaningful experiences are flourishing

3. Creating meaning requires inspiring leadership, is difficult and time consuming

4. Imagine …. What is needed to create meaningful experiences?

5. To create meaning we need to understand the concept of ‘The We Experience’ The shift from transaction to interaction is the new social reality We become players and are at the centre of the innovation cycle The creative process transforms the company’s DNA into a high involvement concept The digital age delivers a We Experiential Platform to explore, play and learn An ongoing experience innovation process requires the new creative class The We Experience innovates at the end our business model We already learn from compelling We Experiences throughout the world

6. The shift from transaction to interaction is the new social reality We floated from the agrarian through the industrial and service into the experience economy Value in the new social reality is created from our point of view The driver behind this new value creation is the need to connect

7. We floated from the agrarian through the industrial and service into the experience economy Differentiated Un-differentiated Relevant for Irrelevant for Market Added value Price fixing Customer needs Competitive position Commodities Products Services Experiences staging Co-creation experience transformation Customization Customization Customization Commoditization Commoditization Commoditization

8. Value in the new social reality is created from the customer point of view

9. The driver behind this new value creation is the need to connect People want to express themselves People want to create People are looking for inspiring relations People want to stay in touch People want to help each other Source: Harvard Business, Groundswell

10. Imagine …. How are you connected with the experience economy?

11. We become players and are at the centre of the innovation cycle We search for meaningful shopping experiences We connect ourselves in peer to peer networks to have memorable experiences By thoroughly mapping our customer journey organizations discover breakthrough innovations

12. We search for meaningful experiences CUSTOMER Alternative Online channels Demands better Shopping environment Increased Online shopping Appreciates customization Demands participation Wants experiences And quick solutions Seeks excitement Demands Better services Source: Capgemini, The future Consumer

13. We connect ourselves in peer to peer networks to have memorable experiences Source: Harvard Business, Groundswell

14. By thoroughly mapping the customer journey organizations discover breakthrough innovations Orientation What does the customer have in mind? Interaction What is available of what the customer had in mind? Decision-making Is the choice compelling for the customer? Purchasing To what extend do the choice and the purchase justification match? Paying To what extend do customers need to be reassured on trust issues? Delivery What does the customer need to monitor to ensure that the job is successfully executed? Use What might the customer need to use the solution for his objective? Conclude What must the customer do to finish his job?

15. Imagine …. What were you’re breakthrough innovations last year?

16. The creative process transforms the company’s DNA into a high involvement concept Creativity is about seeing solutions that others haven’t seen yet A high involvement concept is a compelling umbrella for all the company’s activities Bridging people, ideas and information in inspiring environments to make innovation happen

17. Creativity is about seeing solutions that others haven’t seen yet Collaborative thinking X Exceeding boundaries X A catching objective X Productive power = More valuable products, services and processes Source: Lynda Graton, Hotspots

18. A high involvement concept is a compelling umbrella for all the company's activities Source: Diane Nijs, Imagineering Identity Co-creation Themes Physical and virtual environments Employees Communication Sense Feel Think Relate Act

19. Bridging people, ideas and information in inspiring environments to make innovation happen

20. Imagine …. Is innovation already you’re company’s DNA?

21. The digital age delivers a We Experiential Platform to explore, play and learn Bringing content, media and marketing together Facilitating customers to feel a human digital experience Co-creation and collaboration on total solutions, through a global network

22. Bringing content, media and marketing together Consumption of media and communications is booming gaming, online shopping, user generated content and social networking New patterns of behavior that impact the industry Control, impatience, community interactions and originality Reshaping the landscape From a traditional, static, non-interactive and pre-packaged media experience To customer involvement and insights at every stage of the product lifecycle an creating new sources of value tot gain consumer attention New capabilities Involve consumers in the creative and development process Recreate source of value to the consumer Weave strong relationships with online opinion makers Offer addictive experiences Source: Capgemini, Digital Natives

23. Facilitating customers to feel a human digital experience Virtual agents are the new brands of the future They know exactly what you as a person need They will stimulate the dialogue with us In order to advise us and enable our transactions They will become like friends Both in their look and feel And at the end with their scent

24. Co-creation and collaboration on total solutions, through a global network Source: May 2006, Chris Lawer

25. Imagine …. How can you’re organization become a experiential platform ?

26. An ongoing experience innovation process requires the new creative class Apply the Maslow pyramid of needs to the workplace We need servant leaders who inspire us to achieve catching goals We become a personal brand to live beyond our talents

27. Apply the Maslow pyramid of needs to the workplace Source: October 2007, Chip Conley

28. We need servant leaders who inspire us to achieve catching goals People who will orchestrate relationships in a flat world Visionaries who have ideals to deal with the big issues of our planet Instead of managers who control the spreadsheets Servant leaders are people with imaginative power, ideals, inspiration to facilitate people in their collaboration and participation They have the characteristics like guts, entrepreneurial power and attention for people, planet and profit

29. We become a personal brand to live beyond our talents Source: June 2008, Talentfirst/Marieke Schoenmaker

30. Imagine …. What is the art of you’re company’s leadership?

31. The We Experience innovates at the end our business model Realize growth and cost control at the same time The We Experience unfold new ways for life-time value

32. Realize growth and cost control at the same time Source: February 2008, Bas van Oosterhout

33. The We Experience unfold new ways for life-time value Business level strategy How can we collaborate with our customers to co-create superior value? Corporate level strategy How do we select an optimal set of businesses and determining how they should be integrated into the corporate whole? Network level strategy Is it possible that our organization does work together with others like a team instead of splendid isolation?

34. Imagine …. How do you realize sustainable growth?

35. We already learn from compelling We Experiences throughout the world The blue World provides children an learning and fun experience on how to deal with money Slideshare facilitates the art of self expression and connect people to share their ideas Zopa provides a social place where people meet, borrow and lend money from each other A Decidedly Different Book Publishing Company with an Unconventional Approach to Conventional Publishing How Nike turns something I hate (running) into something I love (gaming)

36. The blue World provides children an learning and fun experience on how to deal with money Today Postbank is able to provide children with a first experience on how to deal with money. Linking games to Postbank e-commerce site increases the number of hits on their website and the offer to open up a Easy Blue account The experience focuses on customer lifecycle management as a whole, building brand equity with users in their early days. Traditional banks have been looking for ways to utilize and benefit from the experience innovation revolution BACKGROUND BENEFITS SOLUTION Postbank Traditionally Postbank focused on retaining adults as their customers. Adults don’t switch easily from one bank to another That insights brought Postbank on the idea to set up a relationship with children as first step in their life cycle. Blue world Introduce a new game as addition to the “postbank pennymaat” “ Blue World” Postbank today, provides subscribers with up-to-date product and events content over the internet interface; deep-linked to Postbank’s e-commerce website Blue World as an experience environment By watching Blue world not only as a game, but as an experience concept, the Postbank got insights in new ways to engage children and their parents. Opening an easy blue account provide entrance to the Blue world Blue World News tells the hottest gags, send cards, and download screensavers and wallpaper and a shopping race Blue Box is a money-box calculate savings and can be plugged in to your computer Blue World upload newest games, tips and tricks. Easy Blue account as entry to the Blue World Blue Box a digital money box for education and fun Numa as virtual lion-agent to help children in their journey Program for pc as entry point to the blue world

37. Slideshare facilitates the art of self expression and connect people to share their ideas High return on investments on ads. Increased traffic to your site Generate business leads Expansion of your network Improving your insights by the perspective of others Try out of your concepts and get insights in interest In 2006, Rashmi Sinha, Jonathan Boutelle and Amit Ranjan founded slideshare.net. They were and are passionate about creating compelling web experiences and think that small teams with fire in their eyes can do big things. Combining web 2.0 technologies to enable knowledge workers to express themselves, share their ideas and connect to each other BACKGROUND BENEFITS SOLUTION The founders created Slideshare , the world’s largest community for sharing presentations Slideshare as an multimedia experience Share slideshows publicly or privately Tag , download, share, embed in blog Join groups to connect with members who share same interest Comment and learn Slidecast is a multimedia mash up to trigger people’s imagination Facilitate discussions among friends by embedding your slideshare presentation in Facebook You can provide link from you blog to your presentations on Slideshare

38. Zopa provides a social place where people meet, borrow and lend money from each other 170.000 members already within 2 years Fee of € 118,= to pay upfront by borrowers Fee of 0.5% to pay by lenders on the amount they lend to borrowers Copycats like Prosper (US), Smava (Germany) and Boober (NL) Customers: user friendly, save, better deals BACKGROUND BENEFITS SOLUTION Zopa Zopa is the world’s first lending and borrowing marketplace, bringing borrowers and lenders together The have been looking for ways to utilize and benefit from the experience innovation revolution, resulting in huge cost advantages. They provide people a fairer deal when it comes to their money “ Zopa” the marketplace where lenders put money in, borrowers borrow money and everyone is happy. Zopa as an experience environment Zopa Blog to read the random thoughts about life and Zopa and everything in between. Discussion board where members can meet, exchange lending tactics and where they see Zopa is going in the future. Member story where members chat about their family, job, hobbies and view on Zopa. Get a loan between GPB 1K and 15K for a timeframe of 36 to 60 months. Get a quote. Lend money you choose the rate,, you lend to Zopa, you get insight in the people who borrow Listings is like an online auction. People set their own terms and rates. Money is human again. Traditional banks have massive overheads, with thousands of employees to pay and hundreds of branches to maintain. They take large margins on the money they passes through customers.

39. A Decidedly Different Book Publishing Company with an Unconventional Approach to Conventional Publishing 1.500 projects and the number is growing fast More than 1.000 writers, editors and reviewers for whom it is easier now to explore and increase their change on a publishing deal (which is 15.000 to 1 in the traditional industry) 50/50 profit sharing on published books Potential to grab a high market share in a 50 billion dollar industry Pandora, the first WeBook and created by 34 people, is already on sale now BACKGROUND BENEFITS SOLUTION We Book WeBook was founded in 2007 by Itai Kohavi and presented as the Next Generation Publishing. They fulfill dreams by enabling inspiring writers, alone of with friends to publish books through a cooperative writing platform. WeBook is about You and user genarated books “ We Book ” the marketplace where lenders put money in, borrowers borrow money and everyone is happy. We Book as an experience environment Already 252 WeBook groups that share their passion on same interests. We Book forums to share thoughts. WeBook blog to share the progress of the concept with the world. Write , begin a novel, essay or poem. Start your own or join one in progress. Review , the beauty is to get rapid reaction on your writing. Give and get feedback Vote , you and your fellow WeBookers will help to choose the best work for publication. The traditional process for publishing a book is a lot like ivy-league school admission. Sooner or later, you'll find yourself brownnosing a guy with elbow patches. And then there's the endless waiting. And waiting. And waiting. Get published , WeBook will offer you a contract and distribute selected work.

40. How Nike turns something I hate (running) into something I love (gaming) Design of a community of more than a million of runners Co-design of Nike shoes, sport band and Ipod Strengthen the Social Responsible brand image Facilitating very personal experiences and create brand ‘lovers’ BACKGROUND BENEFITS SOLUTION Nike+ Nike+ was born as a multi-channel, multi-sensory marriage of Apple and Nike technologies. With a seemingly complex product, we had to create an immediately resonant experience for a broad target market, from geeked-out marathoners to everyday fitness joggers The toughest creative challenge was establishing and maintaining a sense of simplicity. “ Nike+” , get connected to your running experience, relive your runs and track your progress. Nike+ as a gaming experience The Human Race on 31th of August Run with a million runners worldwide A million stories to tell, share it with your friends In 25 cities or run anywhere Run for a cause: lend a hand with your feet. Every step will count toward 3 noble causes 2 Ways , a sensor keeps track on every step and gives feedback through your Ipod or your Nike+ sportband. Relive, gives you insight in how your run and use the data to track progress. Connect , motive, train and compete with friends within the world’s largest running community. Most traditional producers in the sport market focusing on the health side of sports. They approach health as something functional and underestimate the emotional part of it. Join , Nike+ as your ultimate training partner to help you in your transformation.

41. This was a story about The We Experience helping you to start with your journey to get emotionally engaged and flourish Please share with the Experience Innovation Group on Slideshare your We Experience Contact us by giving your comments create and learn from each other

42. www.slideshare.net/mariekeschoenmaker www.slideshare.net /group/experience-innovation www.insightory.com www.experienceinnovation.blogspot.com www.linkedin.com/in/mariekeschoenmaker http:// twitter.com/mariekeschoenmaker Enjoy! “ Life is one great opportunity for growth” Marieke Schoenmaker [email_address] +31-622497148 In collaboration with Connecter & Network Orchestrator Entrepeneur Thank you! Inspired by my customers, friends, the artists, and the great thinkers in this world