Presentatie door Martijn Staal van TNO tijdens Nyenrode future of business seminar

1. Co-creation
Future of Business, Nyenrode seminar
June 7th, 2010
Martijn Staal
martijn.staal@tno.nl | 0651916237

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

3. Introduction TNO & Martijn Staal

4. 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
• More info (Dutch): http://www.martijnstaal.nl/

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

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

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

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

9. “more than 50 percent
of product initiatives at
Procter & Gamble involve
significant collaboration
with outside innovators”
Video: https://secure3.verticali.net/pg-connection-portal/ctx/noauth/PortalHome.do

10. 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

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

12. Consumers are
empowered

13. Text
Web 2.0: Power of
media increases

14. User Generated Content

15. Consumers are networked

16. 1 2 3
The crowd as a threat..?

17. 1 2 3
The crowd as a threat..?

19. 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!

20. Hoe voorkom je negatieve publiciteit?

21. 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?

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

23. Prevent a dead
community or
negative PR

24. “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

25. 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

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

27. ?
Involvement of the right
departments & persons
is of huge importance
•Marketing & communication
•Innovation
•Developers
•MT
•..

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

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

30. •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

31. •Focus on professional partners and gebruikers
•Development of applications
•# apps: 15.000+ in 0,5 year,
140.000+ apps in 1,5 jaar
•>3 mrd downloads
Controlled
& External

32. Co-creation with
co-workers

33. •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

34. De Windvogel
Private initiative
& open
•Particulier initiatief ogv windenergie
•Vereniging exploiteert 4 windturbines,
ca. €500.000 per stuk
•Levert energie aan leden en
verkoopt energie aan Eneco
•Voldoende energie voor ruim
1600 huishoudens

35. 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

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

37. 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

38. 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

39. 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

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

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

42. E-participatie / co-creatie model: Een modulaire
aanpak
E-participatie en Is er een match met de organisatie?
co-creatie 1: Maturity •Type organisatie
model •Doelstellingen, missie & strategie
model •Cultuur & ervaring
Is er een match met het probleem?
2: Matching •Doelstellingen & strategie
•E-participatie karakteristieken
model •Cultuur & processen
•Crowd karakteristieken
Hoe succesvol te zijn?
3: Implementatie •Doelstellingen & strategie
model •Cultuur & processen
•Crowd karakteristieken
•Tools
Wat is het succes?
4: Evaluatie •Key performance indicators
model •Meten van impact / waarde
•Learnings
42