inspiring route - collaboration revolution: crowdsourcing, customization & co-creation
Post on 21-Oct-2014
1.494 views
DESCRIPTION
The emergence of new models of peer-relationship between people and firms that - surpassing the old framework of consumption - enable the co-creation of value within the market relationship.TRANSCRIPT
27.02.2014
COLLABORATION REVOLUTION:CROWDSOURCING, CUSTOMIZATION, CO-CREATION
INSPIRING ROUTE
1venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena 2
How does this story start?
2venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Let me introduce you to this guy...
3
John Pemberton
1 soda, 200 countries, 1.8 billion beverage per day
Source: Coca-cola, 2014.
3venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
One Drink For All
4
“Thirst asks nothing more”
Source: Wikipedia, 2014.
4venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
The main features
5
Top-down Product oriented Standardized
3 pillars
Source: Market Revolution, 2014.
5venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
A model based on passive consumption
6
A model based on passive consumption
6venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
What did consumers want?
7
EMULATION BEING REASSURED PASSIVE ACCEPTANCE
Source: Market Revolution, 2014.
7venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
In the meanwhile, something was changing...
8
8venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Here comes Rami
9
In Syria the media are controlled by the regime.
There’s an high demand - both internal and external - of "information" that remains unfulfilled.
Citizens - using common tools such as smartphones and mobile connections and then with professional tools donated by benefactors - have begun to record protests and broadcast the news.
Today, these "citizen journalists" collaborate and even replace corporate media - CNN, Al Jazeera Inglese, The Guardian and The Washington Post - in the voice and strength to the civil revolt.
Source: Syria Deeply, oct 2014; Wikipedia, feb 2014.
Citizen alongside corporate media
9venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
How did it start?
10
GLOBAL ACTIONOPEN SOURCEPEER TO PEER USER GENERATED CONTENT
Drivers and causes of change
Source: Wikinomics, 2008; Market Revolution, 2014.
10venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Collaboration
11
We’re moving from a
world organized around
passive consumption to
one organized around
active collaboration between people and
firm.
Source: Market Revolution, 2014.
11venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena 12
The emergence of new models of peer-relationship
between people and firms that - surpassing the old
framework of consumption - enable the co-creation of value within the market relationship.
12venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Pro-sumers
13
New behaviors and consumption trends
Source: Treccani, 2013, Forbes, jul 2013.
A consumer than simply “consuming” products, becomes the voice of the products and significantly impact the success or failure of companies, products, and brands.
Consumers are in control. The leaders of this shift are the members of the social web who spread messages, influence people around the world, and drive demand.
13venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
What drives pro-sumers to partecipate?
14
Source: Crowdsourcing, apr 2012
ENGAGEMENT
PRIDE
SHARED VALUES
BRAND RELATIONSHIP
IMPACT
MONEY COMMUNITY
7 DRIVERS
14venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
How new consumers look like?
15
EXPERT
DIFFERENT
SOCIAL
ACTIVE
STAR
Source: Market Revolution, 2014.
15venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
How to meet their expectations?
16
CO-CREATION
Let’s make this unique together
CROWDSOURCING
Consumers make something unique for me
CUSTOMIZATION
I am making something unique for each one of my customers
Source: Market Revolution, 2014.
16venerdì 28 febbraio 2014
MARKET REVOLUTION
CROWDSOURCING
17venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Invite the creative community
18
Source: eConsultancy, nov 2012.
- 3,600 responses- 900% productivity gain- Pro-quality
“Create a film, print, illustration or
animation against that brief”
Coca-Cola partnering with the crowdsourcing community eYeka
18venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
A type of participative online activity in which a company proposes to a group
of individuals the voluntary undertaking of a task.
Crowdsourcing
19
Source: Wikipedia, 2014.
19venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Source: Innovation Excellence, aug 2013
Main characteristics
Assumes the crowd is capable of the total answer
Winning ideas are selected
One-to-many activity
- A challenge is issued and the crowd works independently toward a winning solution
People creating a great idea for you
Winning is the reward
Crowd works independently of the internal creative team
20venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Bring back ol’ good shows
21
Source: Kickstarter, 2013.
Veronica Mars
21venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Solve real business problems: R&D and ROI
22
Source: McKinsey, jul 2012; Crowdsourcing.org, feb 2013; ScienceDirect, june 2014; Muji, 2014;
Sales revenues from user-generated products were three times higher – and gross margins four times greater – than those of designer-generated products. And cut costs by 4%.
Muji awards
22venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Using Lithium, Tom Tom crowdsourced customer service. Its own customers handled 20,000 cases in 2 weeks making a $150,000 save
Customer service by the customers
23
Source: The Economist, may 2012,
Tom Tom & Lithium
23venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Drive together
24
the value comes from the community
The community is the main product
information based on community input.
Business model - the crowd allows me to be more appealing to potential partners and obtain discouts for the crowd itself.
Source: TechCrunch, jun 2013.
Waze (acquired by Google)
24venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Some figures
25
25venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Industry size - Italy
26
Source:Il Sole 24 Ore, Oct 2013
Italian users in crowdsourcing platforms200K
€ 15 MLN Revenues for crowdsourcing platforms in 2012
€ 100 MLN Est. Revenues for crowdsourcing platforms in 2015
26venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Industry size - worldwide Crowdfunding
27
Source: Crowdfunding, jul 2013
Platforms452
> 1 MLN Crowdfunded projects
+ 105% Growth in the US (number of projects vs. 2012)
+ 65% Growth in Europe (number of projects vs. 2012)
27venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Here’s the trend
28
2016
2017
2015
24% of large businesses are leveraging external talent, and that adoption will double in the next two years.
More than half of consumer goods firms will receive 75% of their consumer innovation and R&D from crowdsourced solutions.
Consumer goods companies that employ crowdsourced solutions in marketing campaigns or NPD will enjoy a 1% revenue boost over noncrowdsourced competitors.
Source: Crowdsourcing, feb 2013
28venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Take out
29
1. Crowdsourcing now solves real business problems
2. The ROI of crowdsourcing can now be demostrated
3. Brand are rapidly reallocating their spending
4. Consumers are looking forward to partecipate
Source: Crowdsourcing, feb 2013
29venerdì 28 febbraio 2014
MARKET REVOLUTION
Customization
30venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Definition
31
Customization is a type of online activity in which a
company allows customers to modify/create part of the product or activity of the brand.
Source: Market Revolution, 2014.
31venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Coca-cola gets personal
32
Share a coke
1. I give up my own name in order to put my customer in the centre
2. I let my customers personalize it online
3. Social media boost
Source: The Guardian, aug 2013
32venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Your Heineken
33
1. Personalize your bottle and receive it directly at home
2. Share it on social networks
3. Vote best bottle
Source: Heineken, 2014.
33venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Nike ID
34
Online community: 15 million people.
Nike’s market share: from 48 to 61%
NIKE iD is 20% of store revenue.
Source: Cross Road Innovation, oct 2010
34venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Take out
35
Source: Entrepreneur, nov 2013
With personalization we observe a change of paradigm from mass production to mass customization. It aims to deliver products that best meet individual customer needs with mass production efficiency.
35venerdì 28 febbraio 2014
MARKET REVOLUTION
Co-creation
36venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Definition
37
Source: : Wikipedia, 2013
Co-creation is a form of business strategy that emphasizes the generation and ongoing realization of mutual firm-customer value.
37venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
38
Source: Innovation Excellence, aug 2013
Main characteristics
The process of an engaging experience of the customer is its own reward
The emerging themes become the inspiration for further development
One-to-one activity
- Deeper peer-to-peer relationship
- Commitment between parties to co-innovate, co-design, co-produce something
People working with you to make a good idea great
38venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Production
39
Make your own coke - more than 100 different flavours to make new and unique combination
Reinvented Manufacturing - from syrup to cartridges
Co-created market research - insights on new products
Consumer is happy too - any Freestyle machine will know their favorite flavor combo
Source: Forbes, jul 2013
Let the consumer choose
39venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Maxibon goes co-storytelling with d-still
40
Everyone is a storyteller - I let my potential customers to partecipate to a story carrying my brand values (Fun, young)
Everyone is informed - PR advantage and content for the brand
The consumer is engaged and entertained
Brand - Consumer win win
Marketing
Source: D-stil, 2013
40venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Kraft’s virtuous circle of co-creation
41
150 women Health and Wellness opinion leaders:
- helped refining product concepts and packaging
- were involved in the merchandising and test marketing
- shared their retail experiences and usage patterns
Source: Communispace, 2014
R&D and distribution
41venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Take out
42
Source: Crowdsourcing, feb 2013
“Co-Creation is just a natural way for organisations to help their customers meet their goals in the lifetime of use of their products.
But they can only do so if they embrace a different view of value and start building back from the customer’s view of value, not the firm’s.”
Chris Lawer
42venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
So what?
43
43venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Where does the value go?
44
BR
AN
DS/
FIR
MS
CROWDSOURCING
CUSTOMIZATION
CO-CREATION
CU
STOM
ER
S/PE
OP
LE
Source: Market Revolution, 2014.
44venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
What does it change?
45
Expertise
Top-down
Standard
Control
Do it together
Peer-to-peer
Unique
Partecipation
A new set of values
Source: Market Revolution, 2014.
45venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
The collaborative organization
46
Giffgaff members help with the company’s operations: sales, customer service and even marketing.
In return for this activity, the user receives remuneration through a system called “Payback”.
Source: Medium, dec 2013
Run by the community for the community
46venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
The collaborative management
47
The new "operating system" that replaces the company's top-down paradigm with an organizational approach in which authority and decision-making are distributed throughout the organization "fractal" consisting of teams that are self-organizing.
Source: First round, sept 2013; Holacracy, 2014
Holacracy
47venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Collaboration Revolution
48
Collaborate to change
Firm’s primary activities
Brand
Organization
Managerial models
Source: Market Revolution, 2014.
48venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Brand Revolution
49
1. From control to collaboration
4. From a Decision Making Manager to a Dialogue Facilitator
3. From promotion to authenticity and trasparency
2. From communication to customer experience
Let your company go
Source: Wikibrand, 2012
49venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
Gotcha! But how the story goes on?
50
50venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
The dark side of the crowd
51
Brand hijacking
Mountain Dew asks the internet to name its new soda.
The Internet chooses.
Source: Mashable, aug 2012
51venerdì 28 febbraio 2014
MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena
The dark side of collaboration
52
Intellectual property fail
Source: Mumbrella, oct 2011
Task:A new logo for Moleskinerie
Outcome from the crowd:
52venerdì 28 febbraio 2014
MARKET REVOLUTION - Stay Hungry, Stay Updated - STARTUP & ENTREPRENEURS
Speakers
53
Cinzia Malerba | Analyst
Analyst at FUTUREBERRY on marketing and innovation. She’s coordinator of Market Revolution, a community about trends and business strategies. She previously worked in brand management and trade marketing in apparel and fashion, in Luxottica and Valentino. She holds a master in Management at Bocconi University and she has been exchange student at Louis Pasteur University in Strasbourg, France and Asian Institute of Management in Manila, The Philippines.
Stefano Daelli | Associate
Consultant at FUTUREBERRY on new business models, marketing and digital strategy topics. He’s project manager of Market Revolution, a community about trends and business strategies, and co-founder of IMBIK, startup incubator based in Milan. He worked at the Accenture Customer Innovation Center in Milan. He graduated in Philosophy at Università Statale degli Studi di Milano and has been resident student of Collegio di Milano. He is professor at IED Management.
53venerdì 28 febbraio 2014
54
54venerdì 28 febbraio 2014