The future of_online_co-creation_promise_felix_koch

What next? 5 predictions about the future of
online co-creation
Felix 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 more
MOBILE

... because smartphone shipments have
outnumbered those of ‘dumb phones’ (US)

160 Feature Phones
NA Unit Shipments (MM)

120

80
!
40 Smartphones

2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E

Source: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-2013E

... because smartphones are even outpacing
desktop + notebook shipments next year

600
!
Global Unit Shipments (MM)

500

400

300 Desktops & Notebooks

200

100 Smartphones

2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E

Source: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-2013E

Source: Cisco Visual Networking Index 2010-2015

From online co-creation to mobile co-creation

ENGAGING

... because the fight for people’s attention and
time will intensify: how can we compete?

Look at our
community!

... because due to its popularity, co-creation
fatigue might become a real threat

Co-creation?

New tools will be launched to keep online
co-creation fresh and consumers engaged

Visualisation
Competitions
Whiteboards
Ethnography

Video Live-Chat

REWARDING

...because future co-creators will be digitally
literate and aware of the value they are adding

...because prosumers will question traditional
incentive models and ask for royalties

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

Example for IP challenges: contributors suing
the Huffington Post after $315m sale to AOL

“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

Future incentives and rewards schemes will
have to value people’s contributions more

PLAYFUL

... because social games boom – and appeal to
everyone, not just the typical gaming community

50% of Facebook
log-ins are purely to play
games

Source: The NPD Group, Social Network Gaming Study 2010

... because gamification gains traction in areas such
as marketing, research and online communities

Nike+ as an example of gamification: from mere
jogging 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

Online co-creation will be gamified and see the
introduction of a range of new game mechanics
Points Teams Leaderboards Levels

HYBRID

... because as the knowledge around co-creation
increases, 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 of
communication converge: Facebook video

In the future, hybrid co-creation programs will
be launched to combine the best of both worlds
offline

online

But how does the Promise R&D lab cope with
these challenges?!? Mainly, by doing 4 things...

1. We develop our own web & mobile platforms
in-house

2. We conduct research on co-creation: we
invited 300 co-creators to develop our platform

97% 70% 63%
of community members of community members feel of community members
believe that they can that the Community allows believe that their
share their honest views them to be more creative contributions have a
& opinions significant impact

Source: Research undertaken on the Brand Together Community, n=210

3. We create new methods and IP on our away
days (we call them PromConference)

4. And we experiment, experiment, experiment...

I’ve learnt so much from
my mistakes,
I think I’ll make another.

How we fill our innovation pipeline:

Generate Filter Apply & Improve

Tech
development

Co-creation
Research

Prom
Conference

Experiment

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 IMAGE CREDITS

Morgan Stanley Research, North America Shipments of Smartphones vs. http://www.finzionimagazine.it/wp-content/uploads/2011/05/utopia2-570x300.jpg
Feature Phones, 2005-2013E http://www.richardbagguley.com/informationpaintings.html
http://glimmersite.com/wp-content/uploads/2009/12/OLPC_1.jpg
Morgan Stanley Research, Global Unit Shipments of Desktop PCs & http://www.nationalgeographic.com.tr/ngm/0804/images/mercek/mercek.2.6.jpg
Notebook PCs vs. Smartphones, 2005-2013E http://www.alannascott.com/portfolio/look-at-me.php
http://intelbook.files.wordpress.com/2011/01/bored_students.jpg
Cisco Visual Networking Index 2010-2015
http://virtualhelpsquad.com/wp-content/uploads/2010/04/copy-of-toolbox5.jpeg
Promise, Quote from community member on the Promise ‘Brand http://3.bp.blogspot.com/_5yBiq5TNqP0/TIwlQD8wfLI/AAAAAAAAAlk/9kz4un2RKsM/
Together Community’, Research, 2011 s1600/CarrotStick.png http://4.bp.blogspot.com/_74WAVbHMQ2I/TLWrD-
_BIcI/AAAAAAAABhI/FK8KikMGXwE/s1600/douche1.jpg
BBC, http://www.bbc.co.uk/news/business-12379623 http://www.buffalobeast.com/106/images/tasini.jpg
http://whygamify.files.wordpress.com/2011/04/virtual-play2.jpg
The NPD Group, Social Network Gaming Study 2010
http://s1.t.itc.cn/mblog/pic/201106_27_11/13091460001583.jpg Deck, “Promises and
Deck, “Promises and pitfalls of gameful design”, Sebastian Deterding, pitfalls of gameful design”, Sebastian Deterding, web directions @media, London,
web directions @media, London, May 27, 2011 May 27, 2011 http://blog.games.com/2011/04/14/gartner-gamification-gamify-50-
percent-companies/ http://iphonecruncher.com/wp-content/plugins/rss-
Gartner, http://www.gartner.com/it/page.jsp?id=1629214 poster/cache/07046_facebook-video-chat110706174354.jpg
http://2.bp.blogspot.com/_KLfaqHv6TXk/TAqENipPbfI/AAAAAAAAAoA/rhOp--
Promise, based on Google Scholar data. Retrieved using the search term Vh0QQ/s1600/dna%2520synthesis.jpg http://trafficexchangeproject.com/wp-
‘co-creation’ and sorted by year content/uploads/2011/05/johnny_automatic_funnel.jpg

Promise, Research undertaken on the Brand Together Community, n=210

Thank you!
Felix Koch | Promise
Consultancy Director, Promise Communities 75 Wells Street
fkoch@promisecorp.com London W1T 3QH
telephone: +44 (0) 207 290 0290
fax: +44 (0) 207 290 0280
web: www.promisecorp.com

The future of_online_co-creation_promise_felix_koch

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