co-creatie presentatie tno nyenrode future of business

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Future of Business, Nyenrode seminar June 7th, 2010 Co-creation Martijn Staal [email protected] | 0651916237

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Page 1: Co-creatie presentatie TNO Nyenrode future of business

Future of Business, Nyenrode seminarJune 7th, 2010

Co-creation

Martijn [email protected] | 0651916237

Page 2: Co-creatie presentatie TNO Nyenrode future of business

Introduction TNO & Martijn Staal

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

•Employees: 4000 (TNO ICT: 375)

Page 3: Co-creatie presentatie TNO Nyenrode future of business

Introduction TNO & Martijn Staal

Page 4: Co-creatie presentatie TNO Nyenrode future of business

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/

Page 5: Co-creatie presentatie TNO Nyenrode future of business

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

[email protected]+316-51916237

Page 6: Co-creatie presentatie TNO Nyenrode future of business

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

1

2

3

Page 7: Co-creatie presentatie TNO Nyenrode future of business

1

2

3

Co-creation

Co-creation specific strategy

Examples

Co-creation presentation

Page 8: Co-creatie presentatie TNO Nyenrode future of business

Co-creation:Develop and improve products

& services together with•Users & customers

•Consumers•Companies

•Experts

And very important: dialogue!

Prahalad

Howe

Von HippelTapscott

Page 9: Co-creatie presentatie TNO Nyenrode future of business

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”

Page 10: Co-creatie presentatie TNO Nyenrode future of business

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

32 321

Page 11: Co-creatie presentatie TNO Nyenrode future of business

Basics ofCo-creation:

The crowd (almost) always

knows better

Page 12: Co-creatie presentatie TNO Nyenrode future of business

Consumers areempowered

Page 13: Co-creatie presentatie TNO Nyenrode future of business

Text

Web 2.0: Power ofmedia increases

Page 14: Co-creatie presentatie TNO Nyenrode future of business

User Generated Content

Page 15: Co-creatie presentatie TNO Nyenrode future of business

Consumers are networked

Page 16: Co-creatie presentatie TNO Nyenrode future of business

The crowd as a threat..?

32 321

Page 17: Co-creatie presentatie TNO Nyenrode future of business

32 321

The crowd as a threat..?

Page 18: Co-creatie presentatie TNO Nyenrode future of business
Page 19: Co-creatie presentatie TNO Nyenrode future of business

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

Page 20: Co-creatie presentatie TNO Nyenrode future of business

Hoe voorkom je negatieve publiciteit?

Page 21: Co-creatie presentatie TNO Nyenrode future of business

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?

Page 22: Co-creatie presentatie TNO Nyenrode future of business

1

2

3

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Page 23: Co-creatie presentatie TNO Nyenrode future of business

Prevent a deadcommunity or

negative PR

Page 24: Co-creatie presentatie TNO Nyenrode future of business

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

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

…..

“What are the most promising cases?”

Co-creation with userscan be fragile

Page 25: Co-creatie presentatie TNO Nyenrode future of business

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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Page 26: Co-creatie presentatie TNO Nyenrode future of business

Mass audience

Pro-Amateur

Experts

● ●

Per phase expertise, target groups and needs are different

SizeExpertise

Concept Development Testing Use

Page 27: Co-creatie presentatie TNO Nyenrode future of business

?

Involvement of the right departments & personsis of huge importance

•Marketing & communication•Innovation•Developers

•MT•..

Page 28: Co-creatie presentatie TNO Nyenrode future of business

1

2

3

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Page 29: Co-creatie presentatie TNO Nyenrode future of business

Mass audience

Pro-Amateur

Experts

External& open

Internal, own management& control

Platforms per target group

(offline & online)

321

Page 30: Co-creatie presentatie TNO Nyenrode future of business

•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

Page 31: Co-creatie presentatie TNO Nyenrode future of business

•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

Page 32: Co-creatie presentatie TNO Nyenrode future of business

Co-creation withco-workers

Page 33: Co-creatie presentatie TNO Nyenrode future of business

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

Page 34: Co-creatie presentatie TNO Nyenrode future of business

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

Page 35: Co-creatie presentatie TNO Nyenrode future of business

Completely open

321

•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

Page 36: Co-creatie presentatie TNO Nyenrode future of business

Mass audience

Pro-Amateur

Experts

Platforms per target group

(offline & online)

321

External& open

Internal, own management& control

Page 37: Co-creatie presentatie TNO Nyenrode future of business

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

Page 38: Co-creatie presentatie TNO Nyenrode future of business

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

Page 39: Co-creatie presentatie TNO Nyenrode future of business

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

Page 40: Co-creatie presentatie TNO Nyenrode future of business

Conclusions

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

• Take customers & users serious

• Transformation of internal organization is essential!

Page 41: Co-creatie presentatie TNO Nyenrode future of business

Thanks for yourattention

Questions:[email protected]

+316 51916237

Page 42: Co-creatie presentatie TNO Nyenrode future of business

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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