co-creatie presentatie tno nyenrode future of business

Future of Business, Nyenrode seminarJune 7th, 2010

Co-creation

Martijn Staalmartijn.staal@tno.nl | 0651916237

Introduction TNO & Martijn Staal

•Independent•Turnover: 553MEuro (TNO ICT: 40MEuro)

•Employees: 4000 (TNO ICT: 375)

Introduction TNO & Martijn Staal

Introduction TNO & Martijn Staal

• Consultant & innovator at TNO ICT since 2005• Social media & co-creation studies & consultancy for Corporates

(Philips, KPN), industry associations (publishers & printers), SME, Economic Affairs, EC

• More info (Dutch): http://www.martijnstaal.nl/

Co-creation: Fear for the crowd orgive direction to the power of the crowd?

Martijn.Staal@tno.nl+316-51916237

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

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Co-creation

Co-creation specific strategy

Examples

Co-creation presentation

Co-creation:Develop and improve products

& services together with•Users & customers

•Consumers•Companies

•Experts

And very important: dialogue!

Prahalad

Howe

Von HippelTapscott

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

“more than 50 percent of product initiatives at Procter & Gamble involve significant collaboration with outside innovators”

Concept Development Testing Use

CO

-CR

EATI

ON

Co-creation as enabler of marketing & innovation objectives and starting dialogue about customer needs

•New products•Market share

•PR

OB

JEC

TIVE

•Loyality•PR

•Cost savings•PR

Ideas Domain expertise

Info aboutNeeds

Ideas forimprovements

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Basics ofCo-creation:

The crowd (almost) always

knows better

Consumers areempowered

Text

Web 2.0: Power ofmedia increases

User Generated Content

Consumers are networked

The crowd as a threat..?

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The crowd as a threat..?

Or as an opportunity!

Dell IdeaStorm (B2C) (2007)•9.000 members

•11.000 ideas (300 p/m)•84.000 comments (80/20)

•650.000 votes•1-5% of ideas is usable

•Costs: 2 FTE mgt + €150-300k•Advantage: less support, cost savings, ideas, loyalty

Hoe voorkom je negatieve publiciteit?

Co-creation happens anyhow!

But how can you give it some direction, and make use of co-

creation to start a dialogue with your customers?

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Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Prevent a deadcommunity or

negative PR

“Wollig 'enerzijds-anderzijds' verhaal. “…..

“WTF is social tagging: spreek je moerstaal!)? Kinnesinne?”

…..

“What are the most promising cases?”

Co-creation with userscan be fragile

Important questions

1. Which marketing & innovation objectives must be reached?

2. Co-creation in what part of the innovation process?

3. What expertise do you need?

4. Which target groups needs to be involved?

5. How can the target group be motivated?

6. What departments and persons in the organization must be involved?

7. What co-creation specific functionality is needed?

8. What platform is most suitable?

Answers are different per objective

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Mass audience

Pro-Amateur

Experts

● ●

Per phase expertise, target groups and needs are different

●

●

SizeExpertise

Concept Development Testing Use

?

Involvement of the right departments & personsis of huge importance

•Marketing & communication•Innovation•Developers

•MT•..

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Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Mass audience

Pro-Amateur

Experts

External& open

Internal, own management& control

Platforms per target group

(offline & online)

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•Consumers can upload their designs•3000+ designs per week

•Costs: 12 FTE•Advantages:

- Customers 2,5 million LEGO fans- Animation & computer games

-Magazines & LEGO WORLD with 70.000 visitors-Because of community more mature users

From decreasing revenue to fast growing turnover and

2,5 million fans

•Focus on professional partners and gebruikers•Development of applications

•# apps: 15.000+ in 0,5 year, 140.000+ apps in 1,5 jaar

•>3 mrd downloads

Controlled& External

Co-creation withco-workers

On demand & closed

•Focus on young professionals and students•5.000 registrations•€5.000 per battle

•Until now 70 battles•On average 50 ideas per battle

De Windvogel

•Particulier initiatief ogv windenergie•Vereniging exploiteert 4 windturbines,

ca. €500.000 per stuk•Levert energie aan leden en verkoopt energie aan Eneco

•Voldoende energie voor ruim1600 huishoudens

Private initiative& open

Completely open

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•Objective: efficiency, knowledge development and sharing

•530 festival program tips•900 tips via social media

•40 participants on the Open Festival model•A lot of positive feedback

Mass audience

Pro-Amateur

Experts

Platforms per target group

(offline & online)

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External& open

Internal, own management& control

Evolution of internal co-creation organization

Start

Phase 1

Time

Co-

crea

tion

Cap

abili

ties

Bron: Ninesigma, 2009

Phase 1: Start

•Project focused•Experiments & pilots•Learn to be ‘open’•New roles & processes•Change management

Evolution of internal co-creation organization

Launch

Consolidation

Phase 1

Phase 2

Bron: Ninesigma, 2009

Phase 2: Consolidation

•Best practices •Workflow processes are defined•Metrics structure is used•Co-creation as part of the Corp. strategy

Time

Co-

crea

tion

Cap

abili

ties

Evolution of internal co-creation organization

Launch

Consolidation

Integration in organization

Phase 1

Phase 2

Phase 3

Bron: Ninesigma, 2009

Phase 3: Integration

•Co-creation strategy is presented internally and externally•Organization wide, well-defined CC processes•Standard metrics and dashboards•Knowledge has become competitive strength

Time

Co-

crea

tion

Cap

abili

ties

Conclusions

• Go experiment with co-creation, but develop a co-creation specific strategy

• Take customers & users serious

• Transformation of internal organization is essential!

Thanks for yourattention

Questions:Martijn.Staal@tno.nl

+316 51916237

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E-participatie / co-creatie model: Een modulaire aanpak

1: Maturitymodel

2: Matchingmodel

3: Implementatie model

Is er een match met de organisatie? •Type organisatie•Doelstellingen, missie & strategie•Cultuur & ervaring

Is er een match met het probleem?•Doelstellingen & strategie•E-participatie karakteristieken•Cultuur & processen•Crowd karakteristieken

Hoe succesvol te zijn?•Doelstellingen & strategie•Cultuur & processen•Crowd karakteristieken•Tools

4: Evaluatiemodel

Wat is het succes?•Key performance indicators•Meten van impact / waarde•Learnings

E-participatie en co-creatie

model