Co-creation, co-innovation & ideation in a media:Co-creation, co-innovation & ideation in a media:

Transforming a mess into a Transforming a mess into a reputational currencyreputational currency

Advertizing

1- MAP 1- MAP OF THE OF THE

PROBLEMATIQUPROBLEMATIQUEE

CRM

Event

Editorial

?

« Inspire, Connect, Entertain, or Educate »Tony Hsieh, ZAPPOS

IT’S A MESSIT’S A MESSBUT IT’S A BUT IT’S A

GOODGOODNEWSNEWS

2- FROM LONELY 2- FROM LONELY IDEAS TO IDEAS TO

STRUCTURED STRUCTURED IDEALSIDEALS

Auditour core

competency & connect the right

assets

Establish a new traffic with « local

champions »

Widen knowledge and make it an industry

#1 Media generate critical masses of users

#2Not natural to have a chit chat with a brand (TNS)

#3Content production is heavily costly

#4Journalists are legitimate in their fields of study

#5Readers & users still spend time with media as it’s the main oil for social relationships (Infolab 2010)

3- TRANSFORMING OUR VALUE CHAIN3- TRANSFORMING OUR VALUE CHAIN

Before

Main outputs:articles and contents

Now

Main outputs:social activation

4- REPUTATIONAL CURRENCY4- REPUTATIONAL CURRENCY

Big address book

Capabilities for trade fair

…

Big address book

Capabilities for trade fair

…

EVENT BOY

EVENT BOY Data on what

matters for our readers

ContactsSocial scoring

…

Data on what matters for our

readersContacts

Social scoring…

CRM GIRL

CRM GIRL

SocialERSSocialERS

Backoffice tools: new surface of interactions

Backoffice tools: new surface of interactions

New incentives:Engagement metrics New incentives:Engagement metrics

New job descriptions:From « function » to

« champion »

New job descriptions:From « function » to

« champion »

« SocialERS-ed »« SocialERS-ed »

New incentives:Engagement metrics

New incentives:Engagement metrics

New job descriptions:

From « function » to « champion »

New job descriptions:

From « function » to « champion »

…