A Best Practice of Enterprise 2.0: the Photoviva Case Study
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Photoviva is a case study of a small company that successfully implements an Enterprise 2.0 model. The company involves customers in the design, production, testing and marketing of customized iPhone and smartphone cases. On its website and through social media, Photoviva allows customers to design their own unique cases, provides feedback opportunities, and partners with other brands in its marketing. This small company exemplifies Enterprise 2.0 concepts like prosumer, co-production, mass customization and open innovation.
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A Best Practice of Enterprise 2.0: the Photoviva Case Study
- 1. A Best Practice of Enterprise 2.0: the Photoviva Case Study. D. Consoli University of Urbino “Carlo Bo” W. Del Prete e-leva Itais 2012 Rome, September 28-29
- 2. Agenda Aim of the presentation The enterprise 2.0 model The case study Photoviva Conclusions
- 3. Aim of the paper To present a Photoviva case study, a brand of a small company that implements the new model of Enterprise 2.0
- 5. Enterprise 2.0 - Definitions “Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers" (McAfee, 2006). An Enterpise 2.0 is an organizational and technological model based on active participation of all stakeholders (customers, suppliers, sponsors, business partners) in the sharing of internal and external knowledge.
- 6. Features of Enterprise 2.0 Keywords: sharing, collaboration and cooperation with all business stakeholders New ways to work: open, bottom up and interconnected Customer involvement: customer can be involved in all productive processes: design, development, production, testing and marketing.
- 7. New concepts 2.0 - Prosumer (Toffler, 1980) - User Generated Content (UGC) (Strobbe et al., 2010) - Long tail (Anderson, 2006) - Market are conversations (Levine et al., 200) - Mass customization (Tseng, and Jiao,2001) (Kaplan and Haenlein, 2006) - Open Innovation (Chesbourg, 2003) - Peer-to-peer production (Tapscott and William, 2006) - Crowdsourcing (Howe, 2006)
- 8. Examples of companies 2.0 -In Canadian manufacturer John Fluevog, customers participate actively and creatively in desinging new models of shoes. -The Mulino Bianco is available to listen any proposal on the conception of new biscuits. Ideas can be proposed and voted; the best one will be realized. -In the website "Fiat 500" (500 Wants You - www.fiat500.com) any consumer contributed creatively to the design of the new car. -Lego (lego.com) is a good example of a company that involves customers in developing a new line of robots “Mind Storms”.
- 9. Photoviva.it and Photoviva.com Custom iPhone and Smart Phone Cases Enterprise 2.0: design, development, production and marketing
- 10. Enterprise 2.0 “the customer an be involved in all processes: design, production, testing and marketing”
- 11. Time's person of the year 2004 2005 2006
- 12. Many 2.0 sites are authoring tools • www.youtube.com • www.facebook.com • www.blogspot.com • www.twitter.com • www.flickr.com What if we apply the same concept to the product design?
- 13. Enterprise 2.0 in design: Mass Customization •livinglabs.mit.edu
- 14. www.photoviva.it
- 17. 2.0: Development and Production
- 18. 2.0 in marketing: Share on Facebook
- 19. 2.0 in marketing: Share on Facebook
- 20. Customer care: Facebook's feedback
- 21. Customer care: Facebook's feedback
- 22. Customer care: Facebook's feedback
- 23. Art Cases and other partners
- 24. Art Cases and other partners
- 25. Art Cases and other partners
- 26. Art Cases and other partners
- 27. Parntership with other brands
- 28. Pubblic Relation and Blogs
- 29. Web Marketing 2.0 • Partnership: www.eroticpink.com • Public Relation and Blog • Review http://www.iphoneitalia.com/photoviva-presenta-le-cover-personalizzate-di-san-valentino-331546.html Video Review http://www.youtube.com/watch?feature=player_embedded&v=erKaRY5dlpg • Contests http://apple.hdblog.it/2011/10/14/vincitori-contest-photoviva/
- 30. Photoviva www.photoviva.it www.photoviva.com www.facebook.com/photoviva twitter.com/CoverPhotoviva
- 31. Thanks for your attention Domenico Consoli domenico.consoli@uniurb.it Walter Del Prete info@e-leva.com
- 32. Conclusions Photoviva is a brand of a small company that continually applies new and innovative ideas in the business exploiting the contribution of customers. Photoviva involves customers in the productive process designing unique and personal covers by the website. This small company implements inside advanced business concepts: prosumer, co-production, mass customization and open innovation.
Notes de l'éditeur
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.
- It is proposed a method to extract automatically the opinion of customers from collections of texts spontaneusly provided by customers, such as blogs. It is about the application of Automatic Reasonings techniques to evaluate if a textual opinion provided on a product has a positive or negative sense (or polarity), and to consider this opinion to improve the production. The research framework is within the sentiment analysis technique.