the co-creation revolution revoluce spolecne tvorby a spoluprace andrew needham founding partner
DESCRIPTION
Death of corporate innovation CORPORATE innovationTRANSCRIPT
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the co-creation revolutionrevoluce spolecne tvorby a spoluprace
Andrew NeedhamFounding Partner
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Contents
contents the innovation debate
the rise of “empowered consumers”
embracing “empowered consumers”
co-creating with “empowered consumers”
pioneering new research techniques
spreading positive word of mouth
the “adfluentials”
a co-creation revolution or another fad
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Death of corporate innovation
CORPORATE innovation
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Ford Model T pic
“If I had asked people what they wanted they would have said a faster horse”
“If I had asked people what they wanted they would have said a faster horse”
keep consumers out of it
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Consumers are the problem Sheep/People slide
are consumers the problem?
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Set up debate do you trust your consumers?
do you trust your consumers?
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James murdoch“Ubiquitous connectivity
means fundamentally that the individual becomes the agent
of everything. Moving, frictionless, from one
community to another; consuming, freely, from a wide
universe of sources; publishing, from each
individual to any number and any size of audience – this is the consumer of the age we
live in”
the empowered consumer
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Nick Haley
US Study by eMarketer in April 2008 shows that content
creators are going to grow from 77m to 108m by 2012
consumers are in control
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walled garden
walled gardens
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Triangle Slide
90%
9%
1%
the masses
actively engaged
co-creators
intimate
passive
active
open
some of the principles of co-creation
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Headboxcollaborating with empowered
consumers
14-25 year olds… 25-45 year olds…
womenyouth
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Helix Processmeaningful co-creation
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Axe co-creation case study
brief
approach
results
collaborate with consumers to create a new limited edition variant of Axe
5 names, can designs, press adverts, digital solutions & activation plans
presented to a high standard with high res visuals
16 creative Axe consumers attended a workshop in Spain
workshop covers insights to activation ideas
consumers develop ideas for 3 weeks after workshop (with mentoring from Face)
presentation to senior Unilever stakeholders with high res visuals & communication ideas
brief
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co-creating online
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role of research has to change
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spreading word of mouth
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Face book Chris Oddy passionate advocates
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non-users
irregulars
loyalists
advocates
co-creatorsactive
passive
intimate
open
consumption
community
connected
collaboration
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non-users
irregulars
loyalists
advocates
co-creatorsactive
passive
intimate
open
emotional
creative
meaningful
practical
Functional
task focused
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sweet spot of influential consumers who are willing to play a role
in shaping & influencing your brand
brand relationship
influencing
Overlay influence to find the sweet spot
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Company Co-Creationa co-creation revolution or a co-creation fad?
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the co-creation revolutionrevoluce spolecne tvorby a spoluprace
dekuji vsem za pozornost a doufam ze se vam libila
Andrew NeedhamFounding Partner