Inspiring route - Collaboration revolution: crowdsourcing, customization & co-creation

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The emergence of new models of peer-relationship between people and firms that - surpassing the old framework of consumption - enable the co-creation of value within the market relationship.

Transcript of Inspiring route - Collaboration revolution: crowdsourcing, customization & co-creation

27.02.2014

COLLABORATION REVOLUTION:CROWDSOURCING, CUSTOMIZATION, CO-CREATION

INSPIRING ROUTE

1venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena 2

How does this story start?

2venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Let me introduce you to this guy...

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John Pemberton

1 soda, 200 countries, 1.8 billion beverage per day

Source: Coca-cola, 2014.

3venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

One Drink For All

4

Thirst asks nothing more

Source: Wikipedia, 2014.

4venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

The main features

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Top-down Product oriented Standardized

3 pillars

Source: Market Revolution, 2014.

5venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

A model based on passive consumption

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A model based on passive consumption

6venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

What did consumers want?

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EMULATION BEING REASSURED PASSIVE ACCEPTANCE

Source: Market Revolution, 2014.

7venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

In the meanwhile, something was changing...

8

8venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Here comes Rami

9

In Syria the media are controlled by the regime.

Theres an high demand - both internal and external - of "information" that remains unfulfilled.

Citizens - using common tools such as smartphones and mobile connections and then with professional tools donated by benefactors - have begun to record protests and broadcast the news.

Today, these "citizen journalists" collaborate and even replace corporate media - CNN, Al Jazeera Inglese, The Guardian and The Washington Post - in the voice and strength to the civil revolt.

Source: Syria Deeply, oct 2014; Wikipedia, feb 2014.

Citizen alongside corporate media

9venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

How did it start?

10

GLOBAL ACTIONOPEN SOURCEPEER TO PEER USER GENERATED CONTENT

Drivers and causes of change

Source: Wikinomics, 2008; Market Revolution, 2014.

10venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Collaboration

11

Were moving from a

world organized around

passive consumption to one organized around

active collaboration between people and

firm.

Source: Market Revolution, 2014.

11venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena 12

The emergence of new models of peer-relationship between people and firms that - surpassing the old

framework of consumption - enable the co-creation of value within the market relationship.

12venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Pro-sumers

13

New behaviors and consumption trends

Source: Treccani, 2013, Forbes, jul 2013.

A consumer than simply consuming products, becomes the voice of the products and significantly impact the success or failure of companies, products, and brands.

Consumers are in control. The leaders of this shift are the members of the social web who spread messages, influence people around the world, and drive demand.

13venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

What drives pro-sumers to partecipate?

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Source: Crowdsourcing, apr 2012

ENGAGEMENT

PRIDE

SHARED VALUES

BRAND RELATIONSHIP

IMPACT

MONEY COMMUNITY

7 DRIVERS

14venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

How new consumers look like?

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EXPERT

DIFFERENT

SOCIAL

ACTIVE

STAR

Source: Market Revolution, 2014.

15venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

How to meet their expectations?

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CO-CREATION

Lets make this unique together

CROWDSOURCING

Consumers make something unique for me

CUSTOMIZATION

I am making something unique for each one of my customers

Source: Market Revolution, 2014.

16venerd 28 febbraio 2014

MARKET REVOLUTION

CROWDSOURCING

17venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Invite the creative community

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Source: eConsultancy, nov 2012.

- 3,600 responses- 900% productivity gain- Pro-quality

Create a film, print, illustration or

animation against that brief

Coca-Cola partnering with the crowdsourcing community eYeka

18venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

A type of participative online activity in which a company proposes to a group

of individuals the voluntary undertaking of a task.

Crowdsourcing

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Source: Wikipedia, 2014.

19venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Source: Innovation Excellence, aug 2013

Main characteristics

Assumes the crowd is capable of the total answer

Winning ideas are selected

One-to-many activity

- A challenge is issued and the crowd works independently toward a winning solution

People creating a great idea for you

Winning is the reward

Crowd works independently of the internal creative team

20venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Bring back ol good shows

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Source: Kickstarter, 2013.

Veronica Mars

21venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Solve real business problems: R&D and ROI

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Source: McKinsey, jul 2012; Crowdsourcing.org, feb 2013; ScienceDirect, june 2014; Muji, 2014;

Sales revenues from user-generated products were three times higher and gross margins four times greater than those of designer-generated products. And cut costs by 4%.

Muji awards

22venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Using Lithium, Tom Tom crowdsourced customer service. Its own customers handled 20,000 cases in 2 weeks making a $150,000 save

Customer service by the customers

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Source: The Economist, may 2012,

Tom Tom & Lithium

23venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Drive together

24

the value comes from the community

The community is the main product

information based on community input.

Business model - the crowd allows me to be more appealing to potential partners and obtain discouts for the crowd itself.

Source: TechCrunch, jun 2013.

Waze (acquired by Google)

24venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Some figures

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25venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Industry size - Italy

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Source:Il Sole 24 Ore, Oct 2013

Italian users in crowdsourcing platforms200K

15 MLN Revenues for crowdsourcing platforms in 2012

100 MLN Est. Revenues for crowdsourcing platforms in 2015

26venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Industry size - worldwide Crowdfunding

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Source: Crowdfunding, jul 2013

Platforms452

> 1 MLN Crowdfunded projects

+ 105% Growth in the US (number of projects vs. 2012)

+ 65% Growth in Europe (number of projects vs. 2012)

27venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Heres the trend

28

2016

2017

2015

24% of large businesses are leveraging external talent, and that adoption will double in the next two years.

More than half of consumer goods firms will receive 75% of their consumer innovation and R&D from crowdsourced solutions.

Consumer goods companies that employ crowdsourced solutions in marketing campaigns or NPD will enjoy a 1% revenue boost over noncrowdsourced competitors.

Source: Crowdsourcing, feb 2013

28venerd 28 febbraio 2014

MARKET REVOLUTION - INSPIRING ROUTE - Cocreation and Crowd Phenomena

Take out

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1. Crowdsourcing now solves real business problems

2. The ROI of crowdsourcing can now be demostrated

3. Brand are rapidly reallocating their spending

4. Consumers are looking forward to partecipate

Source: Crowdsourcing, feb 2013

29venerd 28 febbraio 2014

MARKET REVOLUTION

Customization