Flevum Open Innovation Experience6th October 2009

Co-creation: Fear for the crowd ormake use of the power of the crowd?

Martijn.Staal@tno.nl+316-51916237

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

1

2

3

1

2

3

Co-creation

Co-creation specific strategy

Examples

Co-creation presentation

Co-creation:Develop and improve products

& services together with•Users & customers

•Consumers•Companies

•Experts

Prahalad Howe

Von HippelTapscott

Concept Development Testing Use

CO

-CR

EATI

ON

Co-creation as enabler of marketing & innovation objectives

•New products•Market share

•PR

OB

JEC

TIVE

•Loyality•PR

•Cost savings•PR

ideas Expertise Capacity ideas & support

32 321

Basics ofCo-creation:

The crowd (almost) always

knows better

Consumers areempowered

Text

Web 2.0: Power ofmedia increases

User Generated Content

Consumers are networked

The crowd as a threat..?

32 321

32 321

The crowd as a threat..?

Or as an opportunity!

Dell IdeaStorm (B2C) (2007)•9.000 members

•11.000 ideas (300 p/m)•84.000 comments (80/20)

•650.000 votes•1-5% of ideas is usable

•Costs: 2 FTE mgt + €150-300k•Advantage: less support, cost savings, ideas, loyalty

Co-creation happens anyhow!

But how can you indicate it to the right direction, and make use

of co-creation?

1

2

3

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Prevent a deadcommunity or

negative PR

“Wollig 'enerzijds-anderzijds' verhaal. “…..

“WTF is social tagging: spreek je moerstaal!)? Kinnesinne?”

…..

“What are the most promising cases?”

Co-creation with userscan be vulnerable

Important questions

1. Which marketing & innovation objectives must be reached?

2. Co-creation in what part of the innovation process?

3. What expertise do you need?

4. Which target groups needs to be involved?

5. How can the target group be motivated?

6. What departments and persons in the organization must be involved?

7. What co-creation specific functionality is needed?

8. What platform is most suitable?

Strategies differ per objective

321

Mass audience

Pro-Amateur

Experts

● ●

Per phase expertise, target groups and needs are different

●

●

GrootteExpertise

Concept Development Testing Use

?

Involvement of the right departments & personsis of huge importance

•Marketing & communication•Innovation•Developers

•MT

1

2

3

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Mass audience

Pro-Amateur

Experts

External& open

Internal, own management& control

Platforms per target group

(offline & online)

321

•Consumers can upload their designs•3000+ designs per week

•Costs: 12 FTE•Advantages:

- Customers 2,5 million LEGO fans- Animation & computer games

-Magazines & LEGO WORLD with 70.000 visitors-Because of community more mature users

From decreasing revenue to fast growing turnover and

2,5 million fans

•Focus on professional partners and users•Development of applications

•1.000 ‘normal’ users•Costs: 12 FTE

•Advantages: 2 new apps per month

On demand & closed

•Focus on young professionals and students•5.000 registrations•€5.000 per battle

•Until now 70 battles•On average 50 ideas per battle

Source: Alumniblad TUDelft

Completely open

321

•Objective: efficiency, knowledge development and sharing

•530 festival program tips•900 tips via social media

•40 participants on the Open Festival model•A lot of positive feedback

Mass audience

Pro-Amateur

Experts

Platforms per target group

(offline & online)

321

External& open

Internal, own management& control

Conclusions

• Go & experiment with co-creation

• Develop a co-creation specific strategy

• Listen seriously to customers & users!

Thanks for yourattention

Questions:Martijn.Staal@tno.nl

+316 51916237