Andrew Needham London in Prague 2008

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the co-creation revolution revoluce spolecne tvorby a spoluprace Andrew Needham Founding Partner

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Andrew Needham London in Prague 2008

Transcript of Andrew Needham London in Prague 2008

Page 1: Andrew Needham London in Prague 2008

the co-creation revolution

revoluce spolecne tvorby a spoluprace

Andrew NeedhamFounding Partner

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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

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Death of corporate innovation

CORPORATE innovation

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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

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Consumers are the problem Sheep/People slide

are consumers the problem?

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Set up debate do you trust your consumers?

do you trust your consumers?

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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

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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

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walled garden

walled gardens

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Triangle Slide

90%

9%

1%

the masses

actively engaged

co-creators

intimate

passive

active

open

some of the principles of co-creation

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Headboxcollaborating with empowered

consumers

14-25 year olds…25-45 year olds…

womenyouth

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Helix Processmeaningful co-creation

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Axe co-creation case study

briefbrief

approachapproach

resultsresults

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

briefbrief

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co-creating online

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role of research has to change

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spreading word of mouth

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Face book Chris Oddy passionate advocates

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non-users

irregulars

loyalists

advocates

co-creators

active

passive

intimate

open

consumption

community

connected

collaboration

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non-users

irregulars

loyalists

advocates

co-creators

active

passive

intimate

open

emotional

creative

meaningful

practical

Functional

task focused

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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

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

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the co-creation revolution

revoluce spolecne tvorby a spoluprace

dekuji vsem za pozornost a doufam ze se vam libila

Andrew NeedhamFounding Partner