Co-Creation is not crowd-sourcing, or vice versa. But together, they can be a great tool to create something powerful.
Francesco D'Orazio (@abc3d) presentation at Open Hardware Conference, Dec 4 London at NESTA HQ
1. @abc3d
#openhw
a hybrid model for
open innovation
francesco d’orazio, face, open hardware conference, london, dec4 2009
2. who we are
is a mix of researchers, planners, brand strategists
and social media experts based in London
we are part of the international research network
3. what we do
we use co-creativity to enable brands to interact directly with
consumers on and offline in real time in the UK and
internationally to deliver a range of insight, innovation and
communication objectives
4. validation/testing trend spotting
Idea generation brand insight
observation/immersion
activation brand positioning
new product development
trends community social media strategy
idea generation community insight community
co-creation community
6. who is using co-creation
Global
UK
Indonesia
Russia
UK
Global South Africa, China &
Philippines
UK
China, Brazil, UK, Argentina, Asia,
France & UK America & Germany
UK
France,
Germany UK
& Holland
UK UK
7.
8. but is it really
all about
bottom-up and
crowd engagement?
9. some reactions...
“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”
12. what you get
+bottom-up richness
+global crowd
+diversified crowd
+wider range of talent
+cost-effective
+lots of ideas
+rich insight
+consumer-brand relationship
+peer-rating
+buzz
13. 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
14. bottom up
is not enough
“the bottom-up mind
will take us much further,
but will never take us to the end goal”
(kevin kelly)
Crowd-sourcing needs to be
part of a bigger process
16. co-creation
Is the act of company stakeholders
collaborating directly with selected (usually
smaller) groups of consumers to work on a
specific brief.
Is about leveraging consumers’ creativity
without preempting the results of the process
Can take place on-line in communities or/and
offline in workshops
17. what you get
+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
18. what’s missing
[compared to crowdsourcing]
-smaller crowd
-local
-less diversification
-fewer ideas
-more expensive than crowd-sourcing
19. the case for a hybrid model
bottom-up + top-down
crowds + individuals
group thinking + individual thinking
20. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen design prototype evaluate
download
workshop
21. bottom-up
consumer crowd-sourcing co-creation
immersion
listen design prototype evaluate
download
workshop
top down
22. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen design prototype evaluate
download
workshop No longer
iterations a linear process
but a loop
23. why it works
The CO-
in Co-Creation
Consumers
Brand Stakeholder
Experts
Researchers
Planners
24. the core needs of a
collaborative process
+ diversity
+ relevance
+ speed
25. it’s all about
crowdsourcing
opening
up
and
narrowing
co-creation down