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What next? 5 predictions about the future of online co-creationFelix Koch, Consultancy Director, Promise Communities
July 2011
Five predictions about the future of online co-creation
How we keep up with these challenges
How you can future proof your community
In the future, online co-creation will be more...
- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
In the future, online co-creation will be moreMOBILE
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)
!
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
!
Source: Cisco Visual Networking Index 2010-2015
From online co-creation to mobile co-creation
In the future, online co-creation will be moreENGAGING
Look at our community!
... because the fight for people’s attention andtime will intensify: how can we compete?
Co-creation?
... because due to its popularity, co-creationfatigue might become a real threat
Competitions
New tools will be launched to keep online co-creation fresh and consumers engaged
Whiteboards
Visualisation
Video Live-Chat
Ethnography
In the future, online co-creation will be moreREWARDING
...because future co-creators will be digitallyliterate and aware of the value they are adding
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
“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
Future incentives and rewards schemes willhave to value people’s contributions more
In the future, online co-creation will be morePLAYFUL
... 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
... because gamification gains traction in areas suchas marketing, research and online communities
Nike+ as an example of gamification: from merejogging to competitive, social fitness
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
Points Leaderboards LevelsTeams
Online co-creation will be gamified and see theintroduction of a range of new game mechanics
In the future, online co-creation will be moreHYBRID
... 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
... because we see on- and offline forms ofcommunication converge: Facebook video
In the future, hybrid co-creation programs willbe launched to combine the best of both worlds
offline
online
In the future, online co-creation will be more...
- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID
Five predictions about the future of online co-creation
How we keep up with these challenges
How you can future proof your community
But how does the Promise R&D lab cope withthese challenges?!? Mainly, by doing 4 things...
1. We develop our own web & mobile platformsin-house
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
3. We create new methods and IP on our awaydays (we call them PromConference)
4. And we experiment, experiment, experiment...
I’ve learnt so much from
my mistakes,
I think I’ll make another.
Generate Apply & ImproveFilter
Tech development
Co-creation Research
PromConference
Experiment
How we fill our innovation pipeline:
Five predictions about the future of online co-creation
How we keep up with these challenges
How you can future proof your community
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.
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
Thank you!
Felix Koch |
Consultancy Director, Promise Communities
Promise
75 Wells Street
London W1T 3QH
telephone: +44 (0) 207 290 0290
fax: +44 (0) 207 290 0280
web: www.promisecorp.com