Why to be a successful business you must be a collaborative one
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21-Oct-2014 -
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Transcript of Why to be a successful business you must be a collaborative one
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Need Some Help?Let the crowd shape you.Make you a better fit.The Co-Creation Consultancy
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• We are• What’s changed
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We are..• We are a crowd of researchers, planners, brand
strategists, web developers and social media specialists.
• We use methods of co-creation to bring about insight, innovation and action for organisations.
• We make your products, services and communications a better fit for the intended consumer – helping deliver a better business
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• We are.• What’s changed
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People have always been activists
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With opinions
With
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BUT!
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Then: Locally
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Now: Globally Connected
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They are in control.Friend or Foe.
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TV Ads may entertain but do they convince
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Age of innocence lost
Age of Ad Innocence is lost.. Forever
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Campaign Micro-SitesBanners & AdsSpace Junkto navigate around
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Pull not push
Th
e U
ser
is t
he
Des
tin
atio
n
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Feed Me!
Getting what I wantWhen I wantWhere I wantHow I wantResult:Media Fragmentation.
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Culture of Niche
PersonalisationDiversificationFragmentationThe only reach is Long-tail
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And now free from the desktop
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The Collective Mind. Hive Mentality. Always On. Always Working. Crafting and Shaping.
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So Everything is Betaand Beta is inviting
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So invite your greatest assetPEOPLE both
Inside
& Out
Inside
to Co-Create
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NB: Applied to typical Product & Service Supply Chain
Impact to Business• Cheaper, quicker routes to
market• Greater operational
efficiencies• Direct and unmediated
relations with consumers• Resulting decreased
dependencies on 3rd party mediators (agencies & media owners)
• Less message more action driven
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Impact to Market Research• Answers without questions• Global real-time data• Contextual social profiling• Massive reduction in cost• Real scale for Qual research
Answers
More Answers
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Impact on Communications• Less broadcast & eyeballs• More conversational• No spin rather open transparency• Requires engagement• Requires P2P transmission• Greater ROI and conversions
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This does not mean you give everything over to the mob.No you do still have a role.Create something inviting. Curate their ideas
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• We are.• What’s changed.• Our Method
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Attracts more users more
ideas, potential new
customers
Private, Safer, faster; greater
control
OPEN
CLOSED
90:10 Co-Creation Process
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Selection
Crowd Recruitment:• Open, shows Brand Affinity• Responsive, shows Mindset• Voted, shows Relevancy
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An ‘Influential’ to 90:10 is
• Connected• Representative• Constructive• Respected• Quoted
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OUTCOME: A product, service or idea customers care about, enjoy and advocate
Conversations >
Listen & Engage
Stimulate & Validate
Surface & Filter
Refine & Improve
Select &
Deliver
< Ideas
Solutions >
1 2
3
4
5
Listening tech discoverspeople who care about your products. Most active/influential engaged and invited into bespoke communities Open
Community platform engages consumers, brand experts and stakeholders to stimulate idea generation Responsive
The collected crowd (consumers, brand experts, stakeholders) vote for favoured disruptive ideas and innovations. Process also surfaces most-trusted/influential peers to invite into next steps Voted
Emerging ideas and people are brought together with stakeholders to challenge ideas with production realities. Resulting Ideas sense-checked with community.
Internal/external team pitches community-approved idea to key stakeholders for final selection
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So what are you waiting for?Contact: Jamie Burke CEO 90:10 Groupor David Cushman Head of Innovation
[email protected]/jamie247
[email protected]/DavidCushman