2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people. This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity. Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way. This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.

2. Before we start…
time for a personal
dream…

3. What is typical
for December?

7. Did you see it?

9. Power to the people
in a positive and a negative way.

10. ‘If they can bring the
Egyptian government
down in six weeks, they
can bring us down in
nanoseconds.’
Paul Polman, CEO Unilever

11. Fear versus Guts

12. Consumers positive or negative?

13. >80% is positive

14. Companies experience the impact.

15. Until now, we only
used the first
dimension of their
power.

16. First dimension: use
people to build reach.

17. We have seen amazing ways to create additional reach
through people engagement.

18. Second dimension:
Co-creation

19. Again,we have seen great cases of
co-creation with consumers.

20. By the way, who will win?

22. Consumers
help with cultural
differences!

23. Even co-creation that impacts
the brand identity of global brands.

25. Co-Creation is NOT enough

26. Co-creation is often
too opportunistic.

29. Let’s take
it one step
further

30. From Co-Creation
to Collaboration

31. Customers are more loyal to a brand than
managers? Agree or disagree?
Customers Managers

33. Customers are
more loyal to
your company
than you are.

34. Knowing this, outsource management
responsibilities to customers.

35. Outsource
purchasing
to fans.

36. Danone outsourced
a pitch to brand fans.

37. Who is familiar with Marmite?

38. Do you like it?

41. Marmite outsourced marketing

43. Let’s take
it one step
further

46. Current focus of
most companies

47. All four
quadrants have
value

51. Structural
Collaboration

52. Threadless
outsourced
the company.

53. Ducati involves
fans in…
everything

54. But Steven, what about Henri Ford?

55. “If I had asked
people what they
wanted, they
would have said
faster horses."

56. Well, Henri wasn’t completely right 

57. Involved customers
Bring in expertise

58. They are
employees that
are not on the
payroll

59. Hiring a fan to
become part of the brand,
can be the future.

60. Consumers
are probably the
most effective
consultants your
company can hire.

61. …the customer
is hardly
represented?

62. Bring the
customer in the
boardroom

63. Bring the
boardroom to
the customer

64. Your 2012
mission

65. Co-Creation Collaboration Structural
collaboration

66. Consumer Brainstorming
consulting
Offer Content
Service marketing

67. Start today!

68. Start every
meeting with
a story about
a customer.

69. Create a listening culture
by sharing customer stories.

70. Create a customer
consulting board.

71. Good luck
in your
journey!

72. Thank you!
Steven@insites.eu
@Steven_insites