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The future of_online_co-creation_promise_felix_koch

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A short overview over the 5 big trends for online co-creation ahead. Includes a summary of what Promise does to keep up with these changes as well as 5 steps to future proof your own co-creation community.
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What next? 5 predictions about the future of online co-creation Felix Koch, Consultancy Director, Promise Communities July 2011
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Page 1: The future of_online_co-creation_promise_felix_koch

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

July 2011

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Five predictions about the future of online co-creation

How we keep up with these challenges

How you can future proof your community

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In the future, online co-creation will be more...

- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID

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In the future, online co-creation will be moreMOBILE

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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

Un

it S

hip

men

ts (M

M)

Smartphones

Feature Phones

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

!

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2005 2006 2007 2008 2009

100

600

500

400

300

200

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

Glo

bal

Un

it S

hip

men

ts (

MM

)

2010E 2011E 2012E 2013E

Smartphones

Desktops & Notebooks

... because smartphones are even outpacingdesktop + notebook shipments next year

!

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Source: Cisco Visual Networking Index 2010-2015

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From online co-creation to mobile co-creation

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In the future, online co-creation will be moreENGAGING

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Look at our community!

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

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Co-creation?

... because due to its popularity, co-creationfatigue might become a real threat

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Competitions

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

Whiteboards

Visualisation

Video Live-Chat

Ethnography

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In the future, online co-creation will be moreREWARDING

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

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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 traditionalincentive models and ask for royalties

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“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

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

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In the future, online co-creation will be morePLAYFUL

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... because social games boom – and appeal toeveryone, 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

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

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

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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

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Points Leaderboards LevelsTeams

Online co-creation will be gamified and see theintroduction of a range of new game mechanics

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In the future, online co-creation will be moreHYBRID

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

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

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... because we see on- and offline forms ofcommunication converge: Facebook video

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

offline

online

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In the future, online co-creation will be more...

- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID

Page 29: The future of_online_co-creation_promise_felix_koch

Five predictions about the future of online co-creation

How we keep up with these challenges

How you can future proof your community

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But how does the Promise R&D lab cope withthese challenges?!? Mainly, by doing 4 things...

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1. We develop our own web & mobile platformsin-house

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2. We conduct research on co-creation: weinvited 300 co-creators to develop our platform

70% 63%97%of community members believe that they can share their honest views & opinions

of community members feel that the Community allows them to be more creative

of community members believe that their contributions have a significant impact

Source: Research undertaken on the Brand Together Community, n=210

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3. We create new methods and IP on our awaydays (we call them PromConference)

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4. And we experiment, experiment, experiment...

I’ve learnt so much from

my mistakes,

I think I’ll make another.

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Generate Apply & ImproveFilter

Tech development

Co-creation Research

PromConference

Experiment

How we fill our innovation pipeline:

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Five predictions about the future of online co-creation

How we keep up with these challenges

How you can future proof your community

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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.

Page 38: The future of_online_co-creation_promise_felix_koch

Sources and image credits

SOURCES

Morgan Stanley Research, North America Shipments of Smartphones vs.

Feature Phones, 2005-2013E

Morgan Stanley Research, Global Unit Shipments of Desktop PCs &

Notebook PCs vs. Smartphones, 2005-2013E

Cisco Visual Networking Index 2010-2015

Promise, Quote from community member on the Promise ‘Brand

Together Community’, Research, 2011

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

The NPD Group, Social Network Gaming Study 2010

Deck, “Promises and pitfalls of gameful design”, Sebastian Deterding,

web directions @media, London, May 27, 2011

Gartner, http://www.gartner.com/it/page.jsp?id=1629214

Promise, based on Google Scholar data. Retrieved using the search term

‘co-creation’ and sorted by year

Promise, Research undertaken on the Brand Together Community, n=210

IMAGE CREDITS

http://www.finzionimagazine.it/wp-content/uploads/2011/05/utopia2-570x300.jpg

http://www.richardbagguley.com/informationpaintings.html

http://glimmersite.com/wp-content/uploads/2009/12/OLPC_1.jpg

http://www.nationalgeographic.com.tr/ngm/0804/images/mercek/mercek.2.6.jpg

http://www.alannascott.com/portfolio/look-at-me.php

http://intelbook.files.wordpress.com/2011/01/bored_students.jpg

http://virtualhelpsquad.com/wp-content/uploads/2010/04/copy-of-toolbox5.jpeg

http://3.bp.blogspot.com/_5yBiq5TNqP0/TIwlQD8wfLI/AAAAAAAAAlk/9kz4un2RKsM/

s1600/CarrotStick.png http://4.bp.blogspot.com/_74WAVbHMQ2I/TLWrD-

_BIcI/AAAAAAAABhI/FK8KikMGXwE/s1600/douche1.jpg

http://www.buffalobeast.com/106/images/tasini.jpg

http://whygamify.files.wordpress.com/2011/04/virtual-play2.jpg

http://s1.t.itc.cn/mblog/pic/201106_27_11/13091460001583.jpg Deck, “Promises and

pitfalls of gameful design”, Sebastian Deterding, web directions @media, London,

May 27, 2011 http://blog.games.com/2011/04/14/gartner-gamification-gamify-50-

percent-companies/ http://iphonecruncher.com/wp-content/plugins/rss-

poster/cache/07046_facebook-video-chat110706174354.jpg

http://2.bp.blogspot.com/_KLfaqHv6TXk/TAqENipPbfI/AAAAAAAAAoA/rhOp--

Vh0QQ/s1600/dna%2520synthesis.jpg http://trafficexchangeproject.com/wp-

content/uploads/2011/05/johnny_automatic_funnel.jpg

Page 39: The future of_online_co-creation_promise_felix_koch

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


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