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………………… Part 1 The facts From co-creation to collaboration

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………………… Part 1 The facts about crowdsourcing, co-creation and collaboration. Co-creation is hot. In recent years, the world has been witness to a whole host of successful co-creation cases. Doritos allowed its fans to develop an advert to be shown during the Superbowl. Lays Crisps asked their customers to help choose a new flavour and snack manufacturer Mora produced a new croquette in collaboration with its consumers. Co-creation and crowd-sourcing are high on the agenda of the majority of today’s marketers. It is seen as a quick way to experiment with this new way of working. There is nothing wrong with this, but in most cases it doesn’t go any further than being just a trendy marketing campaign. The other problem with all of the examples above: they were all ‘one-offs’. There is no long term vision, nor intention to collaborate with the customer in a more structural way. Currently, only 3% of all companies have experience with developing new products and services with their consumers. In most cases1, this collaboration starts with a pilot project. If the test is successful, the collaboration can gradually be built up in a more structural manner. Less than one out of ten companies who co- create with their customers also use this collaboration for the launching of new products. We may say that the focus of co-creation is mainly focused on the initiation of new ideas2. But even if consumers are more or less continually involved in the process of dreaming up new ideas, this is still not enough to be able to speak of ‘structural collaboration’. Structural collaboration means that the customer is involved in all aspects of your company’s life. 12011, InSites Consulting, Social media integration survey. 22011, Frost & Sullivan, R&D/innovation and product development priorities survey results.conversationmanagement.biz I @steven_insites I @tomderuyck

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