the co-creation revolutionrevoluce spolecne tvorby a spoluprace

Andrew NeedhamFounding Partner

Contents

contents the innovation debate

the rise of “empowered consumers”

embracing “empowered consumers”

co-creating with “empowered consumers”

pioneering new research techniques

spreading positive word of mouth

the “adfluentials”

a co-creation revolution or another fad

Death of corporate innovation

CORPORATE innovation

Ford Model T pic

“If I had asked people what they wanted they would have said a faster horse”

“If I had asked people what they wanted they would have said a faster horse”

keep consumers out of it

Consumers are the problem Sheep/People slide

are consumers the problem?

Set up debate do you trust your consumers?

do you trust your consumers?

James murdoch“Ubiquitous connectivity

means fundamentally that the individual becomes the agent

of everything. Moving, frictionless, from one

community to another; consuming, freely, from a wide

universe of sources; publishing, from each

individual to any number and any size of audience – this is the consumer of the age we

live in”

the empowered consumer

Nick Haley

US Study by eMarketer in April 2008 shows that content

creators are going to grow from 77m to 108m by 2012

consumers are in control

walled garden

walled gardens

Triangle Slide

90%

9%

1%

the masses

actively engaged

co-creators

intimate

passive

active

open

some of the principles of co-creation

Headboxcollaborating with empowered

consumers

14-25 year olds… 25-45 year olds…

womenyouth

Helix Processmeaningful co-creation

Axe co-creation case study

brief

approach

results

collaborate with consumers to create a new limited edition variant of Axe

5 names, can designs, press adverts, digital solutions & activation plans

presented to a high standard with high res visuals

16 creative Axe consumers attended a workshop in Spain

workshop covers insights to activation ideas

consumers develop ideas for 3 weeks after workshop (with mentoring from Face)

presentation to senior Unilever stakeholders with high res visuals & communication ideas

brief

co-creating online

role of research has to change

spreading word of mouth

Face book Chris Oddy passionate advocates

non-users

irregulars

loyalists

advocates

co-creatorsactive

passive

intimate

open

consumption

community

connected

collaboration

non-users

irregulars

loyalists

advocates

co-creatorsactive

passive

intimate

open

emotional

creative

meaningful

practical

Functional

task focused

sweet spot of influential consumers who are willing to play a role

in shaping & influencing your brand

brand relationship

influencing

Overlay influence to find the sweet spot

Company Co-Creationa co-creation revolution or a co-creation fad?

the co-creation revolutionrevoluce spolecne tvorby a spoluprace

dekuji vsem za pozornost a doufam ze se vam libila

Andrew NeedhamFounding Partner