Co-­‐crea(on  Communi(es  

Tom  De  Ruyck,  Senior  R&D  Manager    @  InSites  Consul(ng  

12/5/10   1  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

What’s  the  main  

issue  with  innova(on?  

12/5/10   2  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   3  Tom De Ruyck, InSites Consulting, Belgium Part 1: Session 3, Convenor Greg Coops, Chair Ray Poynter schedule = 06:18am to 06:44am (GMT/London)

Why?  12/5/10   4  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  

Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   5  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   6  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

“Even if one accepts the premise that restricting sodium helps people live longer, shouldn’t it be up to the individual to decide if he wants to make that change to his diet?”

"It's really hard for me to eat without salt. I think it's infringing on our rights."

“Canadian ketchup lovers remain loyal to the long-standing recipe and say they would have some misgivings if the formula were to change significantly.”

12/5/10   7  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

Tom De Ruyck, InSites Consulting, Belgium Part 1: Session 3, Convenor Greg Coops, Chair Ray Poynter schedule = 06:18am to 06:44am (GMT/London)

12/5/10   9  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

Since  laun

ch  March

 2008:  

3  million  u

nique  vis

itors  

60,000  ide

as  submiN

ed  

100,000s  o

f  commen

ts  

460,000  vo

tes  

2,500  mod

erator  com

ments  

(July  2009

)  

12/5/10   10  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

How?  12/5/10   11  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  

Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

Limited  number  of  par(cipants  

Closed  

Moderated/feedback  

Limited  in  (me  

Selected  profiles  

Conversa(ons  Goal  oriented  

Co-­‐crea(on  Communi(es  12/5/10   13  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  

Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

HIGH    

Involvement  Degree  of  informa(on  seeking  

Interest  in  category  

LOW  

12/5/10   14  Tom De Ruyck, InSites Consulting, Belgium Part 1: Session 3, Convenor Greg Coops, Chair Ray Poynter schedule = 06:18am to 06:44am (GMT/London)

SOCIAL  INDEPENDENCE  

In  search  of  what  is  unique,  original  Challenge  norm  

Focus  on  func(onal  benefits  Individual  

INTERPERSONAL  INFLUENCE  

In  search  of  what  is  relevant  Accept  norm  

Focus  on  social  benefits  Team  player  

12/5/10   15  Tom De Ruyck, InSites Consulting, Belgium Part 1: Session 3, Convenor Greg Coops, Chair Ray Poynter schedule = 06:18am to 06:44am (GMT/London)

INNOVATORS   INFLUENTIALS  

LAGGARDS   FOLLOWERS  

12/5/10   16  Tom De Ruyck, InSites Consulting, Belgium Part 1: Session 3, Convenor Greg Coops, Chair Ray Poynter schedule = 06:18am to 06:44am (GMT/London)

Technical   Process   Content  

12/5/10   17  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   18  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

WEEK  1  Innovators:  idea  generaRon  (individual  &  cross-­‐ferRlizaRon  phase)    

WEEK  2  

Innovators  +  InfluenRals:  idea  finetuning  (interacRon  phase)  

WEEK  3  

Finetuning:  the  sequel  +  input  ideas  company  

12/5/10   19  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   20  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   21  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   22  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   23  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   24  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   25  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   26  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   27  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

Technical  feasibility  Is  this  Rming  /  cost  /  producRon  wise  feasible?  

Brand  Fit  Does  it  fit  the  long  term  brand  /  company  strategy  

Internal  excitement  Am  I  personally  excited  

12/5/10   28  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

12/5/10   29  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

Results?  12/5/10   30  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  

Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

+100  unique  ideas  More  ideas  than    

mainstream  consumer  &  employees  

More  relevant  ideas  than    mainstream  consumer  

Addi(onal  ideas  than  the  ones  via  other  methods  

Be_er  ideas  than  the  ones  via    

other  methods  

12/5/10   31  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)  

Q  &  A  

Tom  De  Ruyck  and  Ray  Poynter  

12/5/10   32  Tom  De  Ruyck,  InSites  Consul(ng,  Belgium  Part  1:  Session  3,  Convenor  Greg  Coops,  Chair  Ray  Poynter  schedule  =  06:18am  to  06:44am  (GMT/London)