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the co-creation revolution revoluce spolecne tvorby a spoluprace. Andrew Needham Founding Partner. contents. the innovation debate the rise of “empowered consumers” embracing “empowered consumers” co-creating with “empowered consumers” pioneering new research techniques - PowerPoint PPT Presentation
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the co-creation revolution
revoluce spolecne tvorby a spoluprace
Andrew NeedhamFounding Partner
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
Death of corporate innovation
CORPORATE innovation
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
Consumers are the problem Sheep/People slide
are consumers the problem?
Set up debate do you trust your consumers?
do you trust your consumers?
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
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
walled garden
walled gardens
Triangle Slide
90%
9%
1%
the masses
actively engaged
co-creators
intimate
passive
active
open
some of the principles of co-creation
Headboxcollaborating with empowered
consumers
14-25 year olds…25-45 year olds…
womenyouth
Helix Processmeaningful co-creation
Axe co-creation case study
briefbrief
approachapproach
resultsresults
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
briefbrief
co-creating online
role of research has to change
spreading word of mouth
Face book Chris Oddy passionate advocates
non-users
irregulars
loyalists
advocates
co-creators
active
passive
intimate
open
consumption
community
connected
collaboration
non-users
irregulars
loyalists
advocates
co-creators
active
passive
intimate
open
emotional
creative
meaningful
practical
Functional
task focused
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
Company Co-Creationa co-creation revolution or a co-creation fad?
the co-creation revolution
revoluce spolecne tvorby a spoluprace
dekuji vsem za pozornost a doufam ze se vam libila
Andrew NeedhamFounding Partner