A Hybrid Model for Open Innovation
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a hybrid model for open innovation francesco d’orazio, face, open hardware conference, london, dec4 2009 @abc3d #openhw
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Transcript of A Hybrid Model for Open Innovation
a hybrid model foropen innovationfrancesco d’orazio, face, open hardware conference, london, dec4 2009
@abc3d#openhw
is a mix of researchers, planners, brand strategistsand social media experts based in London
we are part of the international research network
who we are
we use co-creativity to enable brands to interact directly withconsumers on and offline in real time in the UK and
internationally to deliver a range of insight, innovation andcommunication objectives
what we do
observation/immersion
trend spotting
Idea generation
validation/testing
brand insight
brand positioning
new product development
activation
insight community
social media strategy
idea generation community
trends community
co-creation community
co-creation communities
Russia
Global
UK
UK
UK
Indonesia
UK, Argentina, Asia,America & Germany
South Africa, China &Philippines
France,Germany& Holland
UK
UK
Global
UK
UK
who is using co-creation
China, Brazil,France & UK
but is it reallyall about
bottom-up andcrowd engagement?
“only works with a simple and well-defined brand”
“I don’t want 1000 ideas, I want one really good one”
“you won’t get a collaborative process”
“you need to have arguments”
“crowd-sourcing doesn’t lend itself to the big idea”
“no access to strategy or insight”
“all you get is a bunch of one-off ads”
some reactions...
let’s take a stepback
+bottom-up richness+global crowd+diversified crowd+wider range of talent+cost-effective+lots of ideas+rich insight+consumer-brand relationship+peer-rating+buzz
what you get
what’s missing
-it’s many-to-one-not very targeted-it’s bottom-up but still vertical-access to insight and strategy (confidentiality)-collaboration-editing, building on, refining-funneling process-face-to-face-strategic thinking
“the bottom-up mindwill take us much further,
but will never take us to the end goal”(kevin kelly)
bottom upis not enough
Crowd-sourcing needs to be part of a bigger process
let’s take a lookat another approach
co-creation
Is the act of company stakeholderscollaborating directly with selected (usuallysmaller) groups of consumers to work on a
specific brief.
Is about leveraging consumers’ creativitywithout preempting the results of the process
Can take place on-line in communities or/andoffline in workshops
+few-to-few-to-one+more targeted+bottom-up and top-down+collaboration, editing, building on+refinement and funneling+online & face-to-face +access to insight and strategy (confidentiality)+strategic thinking
+faster process+immersive+robust and tailored concepts
what you get
-smaller crowd-local-less diversification-fewer ideas-more expensive than crowd-sourcing
what’s missing[compared to crowdsourcing]
the case for a hybrid model
bottom-up + top-downcrowds + individuals
group thinking + individual thinking
listen design prototype evaluate
consumer immersion
co-creationcrowd-sourcing
downloadworkshop
the hybrid model
listen design prototype evaluate
consumer immersion
co-creationcrowd-sourcing
downloadworkshop
top down
bottom-up
listen design prototype evaluate
consumer immersion
co-creationcrowd-sourcing
downloadworkshop No longer
a linear process but a loop
the hybrid model
iterations
why it worksThe CO-
in Co-Creation
ConsumersBrand Stakeholder
ExpertsResearchers
Planners
the core needs of acollaborative process
+ diversity+ relevance+ speed
it’s all about
openingup
and
narrowingdown
crowdsourcing
co-creation
...and facilitating twotypes of actions
createdecide
...through fourmechanics
collectioncollaboration
individual decisiongroup decision
it doesn’t happenspontaneously,
magically,automatically,
naturally...
and it’s a thin linebetween
empowermentand
exploitation
why do people do it?
moneylovegloryfun
building in gamemechanics is key
CollectingPoints
FeedbackExchanges
Customization
