Co-creation Masterclass for NHTV Imagineering students how to implement co-creation in an organization.

1. Co-creation Masterclass
NHTV
21 January 2010
Martijn Staal
martijn.staal@tno.nl | 0651916237
Hilma van Slooten
hilma.van.slooten@achmea.nl

2. What are your expectations for today?

3. Introduction TNO & Martijn Staal
•Independent
•Turnover: 553MEuro (TNO ICT: 40MEuro)
•Employees: 4000 (TNO ICT: 375)

4. Introduction TNO & Martijn Staal

5. Introduction TNO & Martijn Staal
• Consultant & innovator at TNO ICT since 2005
• Social media & co-creation studies & consultancy for Corporates
(Philips, KPN), industry associations (publishers & printers),
SME, Economic Affairs, EC
• Research on co-creation and crowdsourcing case studies
• More info (Dutch): http://www.martijnstaal.nl/

6. Today’s goals
• Talk about, and experience co-creation strategies
• Learn how to integrate co-creation within an organization
• Define new co-creation concepts & action plans for Achmea
• Discuss & answer your questions about co-creation
• ..?

7. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

8. Program
09.45 Reception
10.00 Co-creation: Fear for the crowd or give direction to the crowd?
10.30 Introduction Achmea & “De Bovenkamer”
11.00 Achmea case assignment
11.15 POST methodology
11.30 Team assigment: People & Objectives
12.00 Presentations by teams
~ 12.30 Lunch
13.00 Plenary presentation Strategy & Technology
13.30 Team assigment: Strategy & Technology & action plan
14.30 Plenary presentation co-creation action plan & discussion
15.00 Continuation Team assignment
16.00 Presentations, discussions & prize winners
16.45 Conclusions & drinks

9. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

10. Co-creation:
Fear for the crowd or
give direction to the power
of the crowd?
Martijn.Staal@tno.nl
+316-51916237

11. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

12. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

13. Tapscott Von Hippel
Co-creation:
Develop and improve products
& services together with
•Users & customers
•Consumers
•Companies
•Experts
And very important: dialogue!
Prahalad
Howe

14. Co-creation according to Frank T. Piller,
professor on Co-creation at Aachen University
• Co-creation: when input from customers / users is incorporated in a
firm's innovation process, with a focus on access to NEED information
• Open innovation: when especially SOLUTION information is obtained
from outsiders for a given innovation project. At the same time the term
also covers the supply side, i.e. selling internal technologies to external
parties
• Crowdsourcing is a term that described ONE (of several) organization
mechanisms of doing either co-creation or open innovation. This
mechanism builds on sharing a larger "job" into granular pieces and
broadcasting these smaller tasks to an open network in form of an open
call. Potential contributors self select the task they want to take on."

15. 1 2 3
Co-creation as enabler of
marketing & innovation objectives and
starting dialogue about customer needs
Concept Development Testing Use
CO-CREATION OBJECTIVE
•New products
•Cost savings •Loyality
•Market share
•PR •PR
•PR
Ideas Domain Info about Ideas for
expertise Needs improvements

16. Basics of
Co-creation:
The crowd
(almost) always
knows better

17. Consumers are
empowered

18. Text
Web 2.0: Power of
media increases

19. User Generated Content

20. Consumers are networked

21. 1 2 3
The crowd as a threat..?

22. 1 2 3
The crowd as a threat..?

24. Dell IdeaStorm (B2C) (2007)
•9.000 members
•11.000 ideas (300 p/m)
•84.000 comments (80/20)
•650.000 votes
•1-5% of ideas is usable
•Costs: 2 FTE mgt + €150-300k
•Advantage: less support,
cost savings, ideas, loyalty
Or as an opportunity!

25. Co-creation happens anyhow!
But how can you give it some
direction, and make use of co-
creation to start a dialogue with
your customers?

26. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

27. Prevent a dead
community or
negative PR

28. “What are the most promising cases?”
“Wollig 'enerzijds-anderzijds' verhaal. “
…..
“WTF is social tagging: spreek je moers
taal!)? Kinnesinne?”
…..
Co-creation with users
can be fragile

29. 1 2 3
Important questions
1. Which marketing & innovation objectives must be reached?
2. Co-creation in what part of the innovation process?
3. What expertise do you need?
4. Which target groups needs to be involved?
5. How can the target group be motivated?
6. What departments and persons in the organization must be involved?
7. What co-creation specific functionality is needed?
8. What platform is most suitable?
Answers are different per objective

30. Per phase expertise, target groups
and needs are different
Concept Development Testing Use
Experts ●
Pro-Amateur ●
Mass
audience
● ●
Expertise
Size

31. ?
Involvement of the right
departments & persons
is of huge importance
•Marketing & communication
•Innovation
•Developers
•MT
•..

32. Co-creation presentation
1 Co-creation
2 Co-creation specific strategy
3 Examples

33. Platforms per 1 2 3
target group
(offline & online)
Experts
Pro-Amateur
Mass audience
Internal, own management External
& control & open

34. •Consumers can upload their designs
•3000+ designs per week
•Costs: 12 FTE
•Advantages:
- Customers 2,5 million LEGO fans
- Animation & computer games
-Magazines & LEGO WORLD with 70.000 visitors
-Because of community more mature users
From decreasing revenue to
fast growing turnover and
2,5 million fans

35. •Focus on professional partners and users
•Development of applications
•1.000 ‘normal’ users
•Costs: 12 FTE
•Advantages: 2 new apps per month

36. •Focus on young professionals and students
•5.000 registrations
•€5.000 per battle
•Until now 70 battles
•On average 50 ideas per battle
On demand &
closed

37. Source: Alumniblad TUDelft

38. 1 2 3
Completely open
•Objective: efficiency, knowledge development
and sharing
•530 festival program tips
•900 tips via social media
•40 participants on the Open Festival model
•A lot of positive feedback

39. Platforms per 1 2 3
target group
(offline & online)
Experts
Pro-Amateur
Mass audience
Internal, own management External
& control & open

40. Conclusions
• Go experiment with co-creation, but develop a
co-creation specific strategy
• Listen seriously to customers & users!
• Transformation of internal organization is
essential!

41. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

42. << Presentation and
case assignment Achmea >>

43. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

44. Co-creation objectives are often unclear [1]
• Too much focus on social technologies instead of
objectives
• Too often the essential changes in the internal
organization are neglected
• Measurements and evaluations do hardly occur
[1] ‘How To Organize Your Company For Social Computing’Forrester

45. POST methodology: a systematic approach for co-
creation and social media [1]
• Begin with your stakeholders and objectives instead of the tools!
People Who are the stakeholders, what
are their needs?
How do they use social media?
Objectives What are your co-creation
objectives?
Strategy How are you going to realize
your objectives?
Technology Which applications and/or
platforms do you need?
[1] gebaseerd op Bernoff, J. (2009), Forrester

46. Team assignment 1: People & Objectives
• Define the co-creation stakeholders and objectives for the
Achmea case
• Stakeholders
• Who is involved?
• What are their social media needs and uses?
• Objectives
• What should Achmea accomplish with co-creation?
• For what target groups?
• Make use of post-its, flipovers, etc. Be creative!
• 30 minutes, per team 1 person presents their findings

47. Teams
Name First name Nationaliteit
Alink Jessica Dutch Bachelor of Media & Entertainment Management
Boekholt van, Bram Dutch Bachelor Commerciële Economie
Cortina Romo Xavier Mexican Bachelor Business Administration
Dahm Jennifer German Bachelor of Media & Entertainment Management
Haven van der Niels Dutch bachelor Media & Entertainment mgy
Jumelet Karim Dutch Bachelor Small Business and Retail Management (Avans)
Knitel Sanne Dutch bachelor Design Academy
Lankhorst Wilma Dutch NWIT
Le Minh Tu Vietnamese Bachelor International Business Administration
Leijser Monique Dutch NWIT
Menon Kishore Indian Bachelor of Engineering
Peeters Joep Dutch Bachelor of Tourism Management
Simons Carlijn Dutch Bachelor of Leisure management
Verlaan Bobby Dutch bachelor Media & Entertainment mgt
Vlokhoven van Rob Dutch Bachelor Leisure Management (NHTV)
Zanden, van der Lieke Dutch Bachelor of Leisure management
Team 1
Team 2
Team 3
Team 4

48. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

49. Strategic analysis for co-creation
4 dimensions:
A. Innovation cyclus phase
B. Expertise that is needed
C. Motivation and size of crowd
D. Complexity

50. Dimension A - Innovationcyclus
1. Idea/concept
2. Production
3. Evaluation or marketing

51. Dimension B – Needed expertise
1. Generic expertise
2. Profesional expertise
3. Academic expertise

52. Dimension C –Motivation and size of crowd
• In what ways is you crowd motivated?
• What is the required minimal size for the crowd?

53. Dimension D –Complexity
Number of stakeholders and interests
1. Low (clear problem, few interests)
2. Medium (1 solution, multiple stakes)
3. High (multiple solutions and/or multiple stakes)

54. Result: co-creation strategy focus points
Innovatiecyclus
Niveau 3
Niveau 2
Niveau 1
Complexiteit Co-creatie
Expertise
vraag
Grootte crowd

55. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

56. Platform requirements & elements
• Based on the objectives, target Functionality: Own layout:
groups and strategy, decide what Own community: Scalability:
your platform functionality should Usability: Flexibility:
conform to Communication Languages:
features:
Metrics for succes: Management:
• Mostly a combination of
Reliability: External/internal:
offline/online is most effective
Price: Extendability / open
API:

57. Co-creatie intermediary
platforms with community
Different platforms
Consultancies that
facilitate co-creation
processes
Own platform
& community
•Own community
•Own layout
•Internal & external
•Most advanced
Existing community
platforms
(not co-creation specific)
Bron: http://www.thespiritofcocreation.com/the-co-creation-landscape/#more-91

58. Strong Weak
Evaluation
Co-creation
Gebruiksvriendelijk
Eigen community
Communicatie
Functionaliteit
Extern/intern
Betrouwbaar
Eigen layout
Nederlands
Schaalbaar
Meetbaar
platforms
Flexibel
Beheer
Prijs
….
Redesignme
private co-creation portal
Favela fabric
Chaordix
Salesforce CRM
Marketing
Fellowforce
Spigit
Sharepoint/Newsgator
…..

59. Team assigment 2: Achmea co-creatie strategy,
platforms and roadmap
• From assignment 1, choose one objective for which you will
define a co-creation strategy and action plan
• Define a co-creation strategy based on the dimensions:
Innovation Cyclyus, Expertise, Size of crowd and complexity
• Define the platforms to be used
• Develop an action plan for Achmea
• Make a drawing that represents your strategy and vision
• Make use of flipovers, post-its and be craetive!
• Decide who will present your results
• You will compete against the other 3 teams!

60. Co-creation program overview
1. Co-creation introduction
1. Co-creation introduction
2. Achmea case
2. Achmea case
• Presentation Achmea
• Presentation Achmea
• Case assignment
• Case assignment
3. POST methodology
3. POST methodology
• People
• People
• Objectives
• Objectives
• Strategy
• Strategy
• Technology & platforms
• Technology & platforms
4. Co-creation roadmap
4. Co-creation roadmap
• Co-creation action plan
• Co-creation action plan
• Internal organization
• Internal organization
• Roles & responsibilities
• Roles & responsibilities

61. Actions to make the organization co-creation ready
Actie Voorwaarde Risico Best practices
Strategy Clear plan how Start a strategy that focuses Get support for, and develop the plan together with
stakeholders use social on tools instead of people & other departments to prevent a confusing customer
media and what are their objectives experience
needs
Commitment Take care of commitment No commitment means a Formulate co-creation programs, increase
of market teams and fragmented experience for ownership by delegating responsibilities
management customers at e.g. customer
support and service
Roles Make sure that the With social programs there Strategists often have turnover targets. Make sure
essential roles such as has to be somewone who there are community managers organization wide
community managers and talks back. Prevent that no that can interact with your customers structurally
co-creation strategists are one is permitted or able to
present talk back
Training External input for new Don’t lock your team up, but Create a continuous series of external speakers,
programs such as facilitate them in keeping their and let internal teams share their good and bad
external speakers, knowledge and competencies experiences
conferences, books up to date
Process Define a process that No process means redundant Formulate a team that can take action quickly and
keeps teams up to date activities or means that has a mandate, also after working time and in
and efficient nothing happens weekends
Experiments A safe place to Experimenting publicly with P&G Social Media lab where brands can
experiment customers means that a lot of experiment with new co-creation forms
risks are taken. Therefore its
better to do the first
experiments internally.
Forrester, how to organize your company for social computing

62. Co-creation strategies are (too) often an initiative of the
Marketing department
• It should be a shared activity!
Forrester, how to organize your company for social computing

63. A crossfunctional social media or co-creation is
preferable
• Prevents redundant platforms & activities and stimulates
organization wide co-creation adoption

64. Evolution of internal co-creation organization
Co-creation Capabilities
Phase 1: Start
•Project focused
•Experiments & pilots
Phase 1 •Learn to be ‘open’
•New roles & processes
•Change management
Start
Time
Bron: Ninesigma, 2009

65. Evolution of internal co-creation organization
Phase 2
Co-creation Capabilities
Consolidation
Phase 2: Consolidation
•Best practices
•Workflow processes are
Phase 1 defined
•Metrics structure is used
•Co-creation as part of
the Corp. strategy
Launch
Time
Bron: Ninesigma, 2009

66. Evolution of internal co-creation organization
Phase 3
Integration in organization
Phase 2
Co-creation Capabilities
Phase 3: Integration
Consolidation •Co-creation strategy is
presented internally and
externally
•Organization wide, well-
defined CC processes
•Standard metrics and
Phase 1 dashboards
•Knowledge has become
competitive strength
Launch
Time
Bron: Ninesigma, 2009

67. Conclusions..

68. Thanks for your
attention
Questions:
Martijn.Staal@tno.nl
+316 51916237

69. What are we talking about?
Open Innovation
• use external / internal ideas
• internal /external paths to market
• flexibly (not ‘closed’)
• organizing inflows and outflows
of ideas and products
Co-creation
Develop and improve products
and services together with:
• Companies
• Employees
• Knowledge institutes
• Customers
• End users & Consumers

70. What are we talking about?
Open Innovation
• use external / internal ideas
• internal /external paths to market
Co-creation
Develop and improve products
and services together with:
• Companies
• Employees
• Knowledge institutes
• Customers
• End users & Consumers
Co-creation
Individuals come together
to create and share
self-generated information,
knowledge and content
independent of any
mechanisms of market
exchange.

71. What are we talking about?
off-line way of working / innovation process on-line tools
Open Innovation Web 2.0
Use of WWW technology to enhance:
• use external / internal ideas •interactivity, creativity,
information sharing,
face to face communication
• internal /external paths to market
connecting people,
and collaboration
Co-creation
Develop and improve products Crowdsourcing
and services together with: Open call to a generally large group
• Companies of people or community
• Employees
• Knowledge institutes
• Customers Virtual Worlds
• End users & Consumers Virtual encounters stimulating
creativity between individuals
Co-creation
Self-generated information,
knowledge and content . User Generated content
"users" generate and share their own
content, using collaborative publishing
platforms like You Tube, rather than
consume production from the mass media.

72. Different management goals of participation
Not only product development!
[Source: The McKinsey Quarterly, Six ways to make web 2.0 work]