Felix koch main stage - 2011

Main Stage, November 3, 2011

What next? 5 predictions about the future of online co-creation Felix Koch, Promise Communities

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Felix Koch, Promise Communities, London UK Festival of NewMR 2011 - Session 5 Schedule: 15:30-16:00 (GMT)

What next? 5 predictions about the future of online co-‐creation Felix Koch, Consultancy Director, Promise Communities

Festival of NewMR -‐ November 2011


Five predictions about the future of online co-‐creation

How you can future proof your community

Q&A



In the future, online co-‐creation will be more... -‐ MOBILE -‐ ENGAGING -‐ REWARDING -‐ PLAYFUL -‐ HYBRID



In the future, online co-‐creation will be more MOBILE



2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E

40

160

120

80

Source: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-‐2013E

NA Unit S

hipm

ents (M

M)

Smartphones

Feature Phones

... because smartphone shipments have outnumbered those of ‘dumb phones’ (US)

!


2005 2006 2007 2008 2009

100

600

500

400

300

200

Globa

l Unit S

hipm

ents (M

M)

2010E 2011E 2012E 2013E

Smartphones

Desktops & Notebooks

... because smartphones are even outpacing desktop + notebook shipments next year

!

Source: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-‐2013E


Source: Cisco Visual Networking Index 2010-‐2015



From online co-‐creation to mobile co-‐creation



In the future, online co-‐creation will be more ENGAGING



Look at our community!

... because the fight for people’s attention and time will intensify: how can we compete?



Co-creation?

... because due to its popularity, co-‐creation fatigue might become a real threat



Competitions

New tools will be launched to keep online co-‐creation fresh and consumers engaged

Whiteboards

Visualisation

Video Live-‐Chat/ VoIP

Ethnography



In the future, online co-‐creation will be more REWARDING



...because future co-‐creators will be digitally literate and aware of the value they are adding



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

...because prosumers will question traditional incentive models and ask for royalties


“The Huffington Post’s bloggers have essentially been turned into modern-‐day slaves on Arianna Huffington’s plantation.”

Source: BBC, http://www.bbc.co.uk/news/business-‐12379623

Example for IP challenges: contributors suing the Huffington Post after $315m sale to AOL



Future incentives and rewards schemes will have to value people’s contributions more


In the future, online co-‐creation will be more PLAYFUL



... because social games boom – and appeal to everyone, not just the typical gaming community

Source: The NPD Group, Social Network Gaming Study 2010

50% of Facebook log-‐ins are purely to play games



... because gamification gains traction in areas such as marketing, research and online communities



Nike+ as an example of gamification: from mere jogging to competitive, social fitness



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



Points Leaderboards Levels Teams

Online co-‐creation will be gamified and see the introduction of a range of new game mechanics



In the future, online co-‐creation will be more HYBRID



... because as the knowledge around co-‐creation increases, on-‐ & offline forms are better understood

Source: Promise, based on Google Scholar data. Retrieved using the search term ‘co-‐creation’ and sorted by year



... because we see on-‐ and offline forms of communication converge: Facebook video



In the future, hybrid co-‐creation programs will be launched to combine the best of both worlds

offline

online



In the future, online co-‐creation will be more... -‐ MOBILE -‐ ENGAGING -‐ REWARDING -‐ PLAYFUL -‐ HYBRID



Five predictions about the future of online co-‐creation

How you can future proof your community

Q&A



5 steps to future proof your community

•  Be mobile: Use a simple and user-‐friendly interface that community members can access on their smart phones & tablets.

•  Be engaging: Make sure that the community platform keeps consumers engaged by adding new functionalities and tools that allow community members to express their ideas and creativity. •  Be rewarding: Ensure to partner with someone whose incentives and engagement strategy caters for the most demanding co-‐creation projects.

•  Be hybrid: Choose a partner who is experienced in handling both spaces to maximise the impact and benefit of co-‐creation. •  Be experimental: most importantly, choose a consultancy partner rather than a supplier, who can work with you to keep improving the community.


Generate Apply & Improve Filter

Tech development

Co-‐creation Research

Prom Conference

Experiment

How we fill our innovation pipeline:



Q&A


Felix Koch Promise Communities

Fiona Blades Mesh Planning


Thank you! Felix Koch |

Consultancy Director, Promise Communities [email protected]

Promise

75 Wells Street London W1T 3QH

telephone: +44 (0) 207 290 0290 fax: +44 (0) 207 290 0280 web: www.promisecorp.com

Main Stage, November 3, 2011

What next? 5 predictions about the future of online co-creation Felix Koch, Promise Communities

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Felix koch main stage - 2011

Marketing

Transcript of Felix koch main stage - 2011