co-creatie presentatie tno nyenrode future of business
TRANSCRIPT
Future of Business, Nyenrode seminarJune 7th, 2010
Co-creation
Martijn [email protected] | 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?
[email protected]+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!
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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