the co-creation revolution revoluce spolecne tvorby a spoluprace

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

2. 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 Contents

3. Death of corporate innovation CORPORATE innovation

4. keep consumers out of it 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”

5. Consumers are the problem Sheep/People slide are consumers the problem?

6. do you trust your consumers? Set up debate do you trust your consumers?

7. James murdoch the empowered consumer “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”

8. Nick Haley consumers are in control US Study by eMarketer in April 2008 shows that content creators are going to grow from 77m to 108m by 2012

9. walled gardens walled garden

10. some of the principles of co-creation Triangle Slide intimate active 1% co-creators 9% actively engaged open 90% the masses passive

11. collaborating with empowered consumers Headbox women youth 25-45 year olds… 14-25 year olds…

12. meaningful co-creation Helix Process

13. brief brief collaborate with consumers to create a new limited edition variant of Axe approach Axe co-creation case study 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 results 5 names, can designs, press adverts, digital solutions & activation plans presented to a high standard with high res visuals

14. co-creating online

15. role of research has to change

16. spreading word of mouth

17. passionate advocates Face book Chris Oddy

18. active intimate co-creators collaboration advocates connected community loyalists consumption irregulars non-users passive open

19. active intimate emotional creative meaningful co-creators advocates loyalists practical Functional task focused irregulars non-users passive open

20. brand relationship influencing Overlay influence to find the sweet spot sweet spot of influential consumers who are willing to play a role in shaping & influencing your brand

21. a co-creation revolution or a co-creation fad? Company Co-Creation

22. the co-creation revolution revoluce spolecne tvorby a spoluprace dekuji vsem za pozornost a doufam ze se vam libila Andrew Needham Founding Partner