introduction to co-creation (ma brand development at goldsmiths)
DESCRIPTION
A Guest Lecture on co-creation prepared for students in the MA Brand Development at Goldsmiths University London.TRANSCRIPT
Introduction to co-creationFelix KochConsultancy Director – Promise Communities
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Source: Promise, based on Google Scholar data. Retrieved on 27th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.
Co-creation Explosion
Mentions of ‘co-creation’ in the scholarly domain
This presentation is going to be a hybrid!
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
Insight Innovation Strategy
Our difference:
Co-creation
the practice of product, service and strategy development that is collaboratively executed
by consumers, staff and stakeholders together in collaborative spaces
We co-create off- and online
Client logo
(no bigger
than box)
1. face-to-face
2. online
[4. mobile]
3. hybrid
Company History
Production &Quality
Distribution &Logistics
Research &Development
Producing
Finance & Accounting
HR
Legal
Supporting
Marketing & PR
Sales
Market Research
Selling
Business functions we touch:
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
organisation/company
consumer/citizen
firm, clearly defined
boundaries
The old world
Production & consumption are separated.
Client logo
(no bigger
than box)
New products are developed by experts isolated from consumer needs & creativity.
Client logo
(no bigger
than box)
Consumer input is tightly controlled, mediated and mostly uncreative.
organisation/company
consumer/citizen
The old world
Catalyst #1: the ICT revolution
Catalyst #2: explosion of the social web
200 billion hours = time US adults spend watching TV each year
100 million hours =time it took to
create Wikipedia
Catalyst #3: cognitive surplus (Clay Shirky)
organisation/company
consumer/citizen
organisation/company
consumer/citizen
The new world
organisation/company
consumer/citizen
The new world
consumercitizen
organisationcompany
co-creative spaces
permeable boundaries
The new world
Consumers become producers
New products developed by experts and consumers sharing collaborative spaces.
Consumer input is unmediated, bottom-up & creative.
Client logo
(no bigger
than box)
2000s 20101960s 1970s 1980s 1990spre-history
Application of
co-creative
principles
Participatory architecture
(Gehl, Price, Huth)
Psychoanalysis
(Freud)
User innovation
(von Hippel)
Open source movement
(Linux, Mozilla)
User-centered design
Co-creation is nothing new (its scale is)
pre-capitalist
one-to-one
craftmanship
direct feedback
dialogue
bottom-up
web-capitalist
one-to-one/many-to-many
mass customisation
direct feedback
dialogue
bottom-up
capitalist
one-to-many
mass production
indirect feedback
silos
top-down
Hypothesis: we are returning to pre-capitalist values and relationships
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
NOT mass customisation (lack of interaction)
NOT crowdsourcing (volume-driven, no iteration)
NOT listening to conversations (lack of purpose)
Creativity Collaboration Control
focus on outcomesnon-rational focus
reaching new places‘creative’ approaches
[not just choosing]
interactivityreal-time component
social
[not a solo effort]
purposive; often time-boundorganisation-led
facilitated
[not organic]
What defines co-creation:
Co-creation is an active, creativeand social process, based on collaboration
between producers and users, that is initiated by the firm
to generate value for customers.
A working definition:
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
Insight
InnovationStrategy
3 applications for co-creation communities:
On-going consumer advisory boards(insight and innovation)
One-off bursts(innovation and strategy)
2 main types of co-creation communities:
What we believe in:
Only Experts!
Regular consumers, too?!
What we believe in:
Always open!
Closed and private.!
What we believe in:
Marketing Communities
Insight & Innovation Communities!
The double diamond of co-creation
time
numberof ideas
Pre-Launch Month 1 Month 2 Month 3
Set-up
Community members
Warm-up
1.
Co-creation
2.
Testing & development
3.
Filtration
4.
Creative
development
A typical process
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
Change management & employee engagementcase
study
ChallengeDefine a new, motivating, & future-proof Mission, Vision, Values statement together with several thousand executives.
ProcessThe overall process from set-up through to bringing the new mission to life spanned 4 months:
Setting the ground for collaboration
Why is this project going to be a total failure?
What three things do you hate about Kraft?
ResultsAn employee co-created mission, vision and values statement developed & signed off in under four months
Consumer co-creation (Insight & NPD)casestudy
ChallengeIncrease penetration and frequency by developing a new campaign and filling the NPD pipeline.
SolutionThe Activia Advisory Board populated with 400 key consumers who engaged in a coms development and NPD workstream.
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
Consultancy Director – Promise Communities
Outlook
1. Co-creation fatigue?2. IP & ownership?3. Technocracy?4. Bottom of the pyramid?
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
• Co-creation is not new, but the sheer scale of its growth is
• Co-creation is an emerging discipline, not a trend
• The relationship between consumers and brands is
changing fundamentally
• There is no going back
• We haven’t even scratched the surface
Summary
1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
7. Summary
8. Literature
9. Q&A
6. Outlook
Further reading
Online Market Research & NPD approaches
Passive & active
listening research
Online co-creation
Client/researcher
in control
Participant
in control
Crowd-
sourcing
360° NPD
cycles using
online
communities
Brand-
owned
SM
channels
(Design)
Com-
petitions
Online
Surveys
& Panels
Traditional online research
CREATING NEW DATA - FACILITATEDBASED ON EXISTING DATA -
NATURALLY OCCURING
Social Media
Monitoring
(SMM)
Netnography
Data mining
of NOOCs,
YouTube,
Wikis etc.
Success: how we can measure the impact of co-creation?