Prosumers clp
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Transcript of Prosumers clp
PROSUMERSSocial Media Marketing
Presented by: Danielle Zur
PRODUCERS + CONSUMERS“PROSUMERS”
First discussed by Marshall McLuhan in the 1970’s
Refined and coined by Alvin Toffler
“Highly involved hobbyists”
Mass Production Standardization
Mass Customizatio
n
Joint Innovation Creation in Online Consumer Groups
Online communities exist for almost all categories
Online communities
Products
Hobbies
Entertainment
Lifestyle
User Innovation Communities Active participation in the creation of goods
and services in an ongoing manner
Interaction and collaboration
Revealing innovation
Personal benefits Network effects Reputational gains Setting a standard Knowledge gains Fun and excitement
Netnographic Research Niketalk Why Basketball shoe community?
Large number of communities Close relationships and shared experiences Highly knowledgeable author Highly competitive market
Findings: Most members have extensive use experience Frequently share experiences, thoughts, opinions Used to support purchase decisions & innovative
product ideas
Joint Innovation Creation
Ideas Improvements Innovative ideas for all shoe components Share experience and expertise
Motives Community norms Giving back to the community 80% excitement driven 20% need driven Hobby or intended career
Joint Innovation Creation
Niketalk “designer”Jason Petrie
Nike Air MaxLebron VII
Consumer Co-creation Niketalk
Skibuilders
Lego Mindstorms
Takeaways Online communities contribute to the
development of tangible consumer goods Innovation results from collaboration Exchange of knowledge provides incentive to
belong to a community Excitement driven Managerial benefits
“Innomediaries” Be prepared to surrender intellectual property
rights!
QUESTIONS?