fronteer strategy npox co-creation

10 STEPS FOR SUCCESSFUL

CO-CREATION

NPOX2010

FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT.

Door: Martijn PaterFronteer Strategy

Hilversum, 9 September 2010

ABOUT FRONTEER STRATEGY

Fronteer Strategy

Innovation.

Co-creation.

Brand Development.

Change.

Leading Co-creation consultancy.

Blue chip client base in The Netherlands and abroad.

People’s background in fashion, design, engineering, marketing, consulting

5

10 STEPS FOR SUCCESSFUL

CO-CREATION


1. Realise one thing2. Define your strategy3. Inspire participation4. Select the very best

5. Connect creative minds6. Share results

7. Continue development8. Think R.O.I.

9. Get the IP right10. Mobilise internally

7

Where does it come from?

8

Focus Groups

Experts panels

Outsourcing

Crowd-sourcing

Open Source

50’s- 90’sEarly days

User-generated

Customer Feedback

R&D

Academic sharing

Design Contests

Collaborations

Prosumers

Mass customisation

Social Media

Now

Co-creation

Participatory Design

12

“Co-creation unlocks the collective creativity of

people to create deeply relevant solutions.”

9

What is it?

Source: Copenhagen Co-creation

http://copenhagencocreation.com/video/martijn-pater-fronteer-strategy/

http://copenhagencocreation.com/video/martijn-pater-fronteer-strategy/


1. Realise one thing

10

11

“No matter who you are, most of the smartest people

work for someone else.”

Bill Joy, Founder Sun Microsystems

Why would you?

Unpredictable systems

12 Source: Banny Bannerjee, Stanford University

http://dschoolserver.stanford.edu/people/team_banny_banerjee.php

http://dschoolserver.stanford.edu/people/team_banny_banerjee.php

McKinsey report:

Clouds, big data, and smart assets: Ten tech-enabled business trends

to watch:

1. Distributed cocreation moves into the mainstream

13 Source: McKinsey

http://cocreatr.amplify.com/2010/08/05/mckinsey-study-participatory-web-20-technologies-impact-management-and-performance-innovation-cocreation/

http://cocreatr.amplify.com/2010/08/05/mckinsey-study-participatory-web-20-technologies-impact-management-and-performance-innovation-cocreation/


2. Define your strategy

14

Club of Experts

Crowd of People

Community of Kindred Spirits

Coalition of Parties

Anyone can join

Selection process

Initiator Initiator + Contributors

Ownership

Open-ness


4 Types of Co-creation

15 Source: Fronteer Strategy Whitepaper

http://www.fronteerstrategy.com/pdf/msgwnl_5%2520guiding%2520priciples%2520of%2520co-creation.pdf


Club of Experts

Anyone can join

Selection process


Ownership

Open-ness

FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 16


FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 17 Source: Wired

Lego Mindstorms

http://www.wired.com/wired/archive/14.02/lego.html

http://www.wired.com/wired/archive/14.02/lego.html

Crowd of People

Anyone can join

Selection process


Ownership

Open-ness



Source: DSM

http://www.slideshare.net/szwerink/dsm-neoresins-challenge

http://www.slideshare.net/szwerink/dsm-neoresins-challenge

Community of Kindred Spirits

Anyone can join

Selection process


Ownership

Open-ness



Coalition of Parties

Anyone can join

Selection process


Ownership

Open-ness

22


Heineken & Krups

Anyone can join

Selection process


Ownership

Open-ness



24

Nokia BetaLabs

Maemo/Meego community

Expert Co-creation

Meego Intel Co-op

Design competitions

OVI store

Bluetooth Special Interest Group

NRC University collaborations One plug for all devices

ROOFTOP™Expert Co-creation


We offer in co-creation

25

CAMPSITE Community Co-creation

Link: Fronteer Strategy

http://www.fronteerstrategy.com/index.php?m=c&p=Co-creation

http://www.fronteerstrategy.com/index.php?m=c&p=Co-creation


3. Inspire participation

26



Source: WIred

Netflix 1 Mio. USD challenge

http://www.wired.com/epicenter/2009/06/winning-teams-join-to-qualify-for-1-million-netflix-prize/



Source: Innocentive

Innocentive oil spil challenge

https://gw.innocentive.com/ar/challenge/9383447

https://gw.innocentive.com/ar/challenge/9383447


Source: Youtube

Old Spice Twitter campaign




Source: The Wilderness Downtown

The Arcade Fire album launch

http://thewildernessdowntown.com/

http://thewildernessdowntown.com/


4. Select the very best

31

FRONTEERSTRATEGYINNOVATION.CO-CREATION.BRAND DEVELOPMENT. 32 Source: Forrester

Many people wanting to co-create




100% Consumers

1% Creators

10% Synthesizers

But you have to look for your 1%

33 Source: Fronteer Strategy Whitepaper





Explorers



Heroes



Innovators

Threadless case

Link: Threadless

http://www.threadless.com/

http://www.threadless.com/

Threadless, the numbers:

12,000 registred users500 designs posted per week

5 designs are made20 M USD turnover

38

Source: Katharina Braun, Wirtschaftsuniversität Wien

Designs that make it into production are made by people who:

Give more feedbackUpload more designs

Comment moreGive concrete feedback

Have more contacts

39

Source: Katharina Braun, Wirtschaftsuniversität Wien


5. Connect creative minds

40


Source: Vimeo

Nokia expert co-creation




Source: Canon

Canon




Source: Hyve

Swarovski on-line co-creation

http://www.hyve.de/references.php?sid=6

http://www.hyve.de/references.php?sid=6


6. Share results

44



Source: Ereaders

App store: De verjaardag

http://www.ereaders.nl/24061003_de_verjaardag_nederlands_kinderboek_als_ipad-app

http://www.ereaders.nl/24061003_de_verjaardag_nederlands_kinderboek_als_ipad-app

Source: Inno15

Apple does do co-creation



Source: Business Week

Tata Nano co-created with vendors

http://www.businessweek.com/innovate/content/feb2008/id20080227_377233.htm

http://www.businessweek.com/innovate/content/feb2008/id20080227_377233.htm


Source: Radiohead

Radiohead show filmed by fans

http://radiohead-prague.nataly.fr/

http://radiohead-prague.nataly.fr/


7. Continue development

49

50 Source: P&G

P&G continues to co-create

https://secure3.verticali.net/pg-connection-portal/ctx/noauth/PortalHome.do

https://secure3.verticali.net/pg-connection-portal/ctx/noauth/PortalHome.do

Source: Business Model Generation

New book, co-created, continues




8. Think return on investment

52

Open Innovation ROI

53

BIGGER...

BETTER...

FASTER...

Results

STRONGER...

Innocentive

Cost savings.Savings from faster research process.

Access to a diverse network of experts.Fostering a more innovative culture.

Smoother IP transfer process.

ROI of 74%

54

Source: Innocentive, Forrester

http://www.innocentive.com/_assets/pdfs/tei_of_inno_ch101309.pdf

http://www.innocentive.com/_assets/pdfs/tei_of_inno_ch101309.pdf


9. Get the IP right

55

Source: GreenXchange

Nike, BestBuy, others share I.P.

http://greenxchange.force.com/

http://greenxchange.force.com/

The Amsterdam Model

57

We offer a friendly N.D.A.


10. Mobilise internally

58

DRIVERS:

Reputation Building

Sense of belonging

Networking

Peer recognition/Status

Job market opportunities

Fun & involvement

Skill-Building

New challenge

Love the brand

Money (never main driver)

BARRIERS:

Unclear rewards

No interest in the challenge

Trust

Participants’ Drivers & Barriers

59

Source: Fronteer Strategy

FansAmbivalentOpposers

Anna Kirah

Source:

60

Internal bloodgroups

Diffusion of Open Innovation

61

Open Innovation aware

Domain of Interest

Community of Interest

Community of Practice

Community of Value

Practitioners

Lead users

Thought leaders

InvolvementLow High

# people

Low

High

Source: Harry Barraza, Unilever

MORE...

Links Visit our website

www.fronteerstrategy.com

Updates from the Fronteer

www.fronteerstrategy.com/blog/

Follow us on twitter

twitter.com/fronteerstrat

twitter.com/martijnpater

Slideshare

www.slideshare.net/Fronteer

Our whitepaper on co-creation

Co-Creation’s 5 Guiding Principles

63

http://www.fronteerstrategy.com

http://www.fronteerstrategy.com

http://www.fronteerstrategy.com/blog/

http://www.fronteerstrategy.com/blog/

http://twitter.com/fronteerstrat

http://twitter.com/fronteerstrat

http://twitter.com/martijnpater

http://twitter.com/martijnpater

http://www.slideshare.net/Fronteer

http://www.slideshare.net/Fronteer

http://www.fronteerstrategy.com/pdf/5guiding.pdf

http://www.fronteerstrategy.com/pdf/5guiding.pdf

Vision “Be” leads to “Do”. Innovation leads to brand strength - and strong brands inspire development.

Brands that allow for all stakeholders to jointly create the future are the ones that survive.

‘Empathy’ is the new Gold. We have launched thus the Dutch index of most‘Empathic brands 2010’

64

Top-10 Empathic Brands 2010

65

Aantrekkelijk

Empathisch

Source: Ruigrok Netpanel, Fronteer Strategy

http://www.empathiemonitor.nl/


1,5 2,0 3,0 4,0 4,53,5

1,5

2,0

3,5

4,0

4,5

EMPATHISCH

2,5

AANTREKKELIJK

2,5

Derde variabele zichtbaar in grootte van stip: Innovatief

Efteling

RTL4

PhilipsSony

Nokia

Samsung

Canon

Apple

PanasonicLG

Dirk van der Broek

Plus

Aldi

LidlJumbo

C1000

Blokker

Hema

Albert Heijn

Bol.comIkea

Jupiler

Grolsch

Heineken

Nescafe

Cup a Soup

Coca Cola

Douwe Egberts

Pickwick

Tele2

XS4ALL

UPC

Ziggo

KPN

FoodDrankenRetailBankenInternetprovidersElectronicaOverigFriesland Bank

Van Lanschot

Triodos ASN Bank

SNS Bank

ABN Amro

RabobankING

Cela VitaLassie

Grand ItaliaBertolli

Maggi

Heinz

UnoxHonig

Knorr

Conimex

Calve

Remia

66

Linear correlation

Source: Ruigrok Netpanel, Fronteer Strategy




Martijn [email protected]

mailto:[email protected]

mailto:[email protected]