the future of_online_co-creation_promise_felix_koch

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A short overview over the 5 big trends for online co-creation ahead. Includes a summary of what Promise does to keep up with these changes as well as 5 steps to future proof your own co-creation community.

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  • 1. What next? 5 predictions about the future ofonline co-creationFelix Koch, Consultancy Director, Promise CommunitiesJuly 2011
  • 2. Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your community
  • 3. In the future, online co-creation will be more...- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
  • 4. In the future, online co-creation will be moreMOBILE
  • 5. ... because smartphone shipments haveoutnumbered those of dumb phones (US) 160 Feature Phones NA Unit Shipments (MM) 120 80 ! 40 Smartphones 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013ESource: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-2013E
  • 6. ... because smartphones are even outpacingdesktop + notebook shipments next year 600 ! Global Unit Shipments (MM) 500 400 300 Desktops & Notebooks 200 100 Smartphones 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013ESource: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-2013E
  • 7. Source: Cisco Visual Networking Index 2010-2015
  • 8. From online co-creation to mobile co-creation
  • 9. In the future, online co-creation will be moreENGAGING
  • 10. ... because the fight for peoples attention andtime will intensify: how can we compete? Look at our community!
  • 11. ... because due to its popularity, co-creationfatigue might become a real threat Co-creation?
  • 12. New tools will be launched to keep onlineco-creation fresh and consumers engaged VisualisationCompetitions WhiteboardsEthnography Video Live-Chat
  • 13. In the future, online co-creation will be moreREWARDING
  • 14. ...because future co-creators will be digitallyliterate and aware of the value they are adding
  • 15. ...because prosumers will question traditionalincentive models and ask for royalties Co-creation is a great money-spinning concept because you can pay 300 people a few quid for coming up with ideas, developing them and showing which ones they like. The company gets good ideas cheaply that they can then implement without as much costly R&D...Source: Quote from community member on the Promise Brand Together Community, Research, 2011
  • 16. Example for IP challenges: contributors suingthe Huffington Post after $315m sale to AOL The Huffington Posts bloggers have essentially been turned into modern-day slaves on Arianna Huffingtons plantation.Source: BBC, http://www.bbc.co.uk/news/business-12379623
  • 17. Future incentives and rewards schemes willhave to value peoples contributions more
  • 18. In the future, online co-creation will be morePLAYFUL
  • 19. ... because social games boom and appeal toeveryone, not just the typical gaming community 50% of Facebook log-ins are purely to play gamesSource: The NPD Group, Social Network Gaming Study 2010
  • 20. ... because gamification gains traction in areas suchas marketing, research and online communities
  • 21. Nike+ as an example of gamification: from merejogging to competitive, social fitness
  • 22. By 2015, more than 50% of organisations that manage innovation processes will gamify those processes.Source: Gartner, http://www.gartner.com/it/page.jsp?id=1629214
  • 23. Online co-creation will be gamified and see theintroduction of a range of new game mechanics Points Teams Leaderboards Levels
  • 24. In the future, online co-creation will be moreHYBRID
  • 25. ... because as the knowledge around co-creationincreases, on- & offline forms are better understoodSource: Promise, based on Google Scholar data. Retrieved using the search term co-creation and sorted by year
  • 26. ... because we see on- and offline forms ofcommunication converge: Facebook video
  • 27. In the future, hybrid co-creation programs willbe launched to combine the best of both worlds offline online
  • 28. In the future, online co-creation will be more...- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
  • 29. Five predictions about the future of onlineco-creationHow we keep up with these challengesHow you can future proof your community
  • 30. But how does the Promise R&D lab cope withthese challenges?!? Mainly, by doing 4 things...
  • 31. 1. We develop our own web & mobile platformsin-house
  • 32. 2. We conduct research on co-creation: weinvited 300 co-creators to develop our platform 97% 70% 63% of community members of community members feel of community members believe that they can that the Community allows believe that their share their honest views them to be more creative contributions have a & opinions significant impactSource: Research undertaken on the Brand Together Community, n=210
  • 33. 3. We create new methods and IP on our awaydays (we call them PromConference)
  • 34. 4. And we experiment, experiment, experiment... Ive learnt so much from my mistakes, I think Ill make another.
  • 35. How we fill our innovation pipeline: Generate Filter Apply & Improve Tech development Co-creation Research Prom Conference Experiment
  • 36. Five predictions about the future of onlineco-creationHow we keep u

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