The document discusses implications of co-creation in the Philippines. It notes that while internet penetration is still low, social media use is high. Co-creation is currently a social phenomenon, with Filipinos leading in social network participation. This new online public sphere challenges traditional media influence. Immediate opportunities for co-creation include apparel and food brands. Massive multiplayer online games also provide venues for co-creation. Public opinion and collective action online could also influence politics and corporations. Co-creation may lead to a new creative class beyond traditional elites.

1. Implications of Co-creation in the
Philippines

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3. The Young Change Agents Challenge
at Bates 141:
Select some of the brightest young people at Bates 141 and
give them an open mic on the future of our industry.
www.bates141.com

4. The Assignment:
“The age of co-creation:
Asia’s rising role in the
participation culture.”
www.bates141.com

5. The YCA definition of Co-Creation
o Co-creation is a collaborative creative movement that invites all
and benefits many.
o It transfers the ownership of brands from companies to consumers
in order to create new value.
o It harnesses consumers’ desire and ability to influence their world.

6. The Assignment Per Country
o Define how Co-creation is affecting culture in your country
o Explain how Co-creation is affecting brands/marketing in your
country
o Outline the immediate opportunities for brands
o Getting started – give 5 tips for doing Co-creation in your country
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7. o CO-CREATION’S EFFECT IN THE COUNTRY’S CULTURE
PIL
IPI
NAS
Philippines
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8. With a 15.4% internet penetration in a
population of 90M, and with an active
user base of only 3.7M, the full effects
of the internet as a driver of co-
creation still has to be felt.
McCann Wave 3 Study of 2008
www.bates141.com http://www.flickr.com/photos/83117738@N00/510560998 by funkmastermike

9. Right now, co-creation is largely a
social phenomenon. Philippine
internet users leads the world when it
comes to percentage of users
• joining social network sites
In ’08, 83 percent of Internet users in
the Philippines have created social
network profiles, having the highest
percentage in the world.
McCann Wave 3 Study of 2008
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10. Right now, co-creation is largely a
social phenomenon. Philippine
internet users leads the world when it
comes to percentage of users
• uploading pictures on these sites
The highest percentage of users (86
percent) that have uploaded photos
in these social networks was also
posted by the Philippines in 2008.
McCann Wave 3 Study of 2008
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11. Right now, co-creation is largely a
social phenomenon. Philippine
internet users leads the world when it
comes to percentage of users
• and reading blogs.
Estimated 90 percent of Filipino
users read blogs, second only to
South Korea (92 percent).
McCann Wave 3 Study of 2008
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12. And with dedicated writers and loyal
readers spread in social network sites
and blogs commenting on and discussing
national issues, a new sphere of public
opinion emerged. A sphere previously
dominated by only a few people in the
country’s strong media institutions.
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13. Prior to the rise of these social media, there were only four
companies virtually controlling national news and serving the
watchdog function of providing social commentary to the nation.
Two broadcast companies Two top dailies providing
controlling news on TV and news on print and on the
Radio internet
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14. With power and influence, they stare down on sitting presidents and
public officials and can themselves produce national politicians.
They are kingmakers, trend-setters and social arbiters outside the
court.
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15. And with the Filipino mind largely being fed by their content
outside the academe and the church, these institutions faced
no competition in the marketplace of ideas.
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16. What is real is what is on their news. What is heard is only what
they published. What their opinion is what is socially accepted.
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17. But with the growth of the internet, social commentary
found a new voice co-created by thousands of educated
bloggers, forums participants and other social media
writers.
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18. Through the massive building and sharing of ideas,
perspectives and arguments, a new sphere of public
opinion is being born…
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19. …and a new public conscience is rising from
co-creation.
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20. o HOW CO-CREATION IS AFFECTING BRANDS/MARKETING IN
THE COUNTRY
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21. Given that internet penetration is low, and more so the number of
active users, Filipino netizens have not yet been given a concerted
attention by mass brands. Instead, internet advertising is still niche
advertising since the Philippine internet sphere is still a market of
urban and more affluent consumers.
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22. Brand activities online just becomes
limited to the targeting of high-value
customers by lifestyle brands.
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23. Moreover, examples of co-creation by brands in the
Philippines are still limited to low levels of value-creation.
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24. Consumer Participation by Pantene
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25. Mass Customization by Metrobank
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26. But outside of big established
brands, social network sites have
become an online market among
consumers. Small sellers of
apparel, for example, are actively
using Multiply to sell their wares.
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27. o OUTLINE THE IMMEDIATE OPPORTUNITIES FOR BRANDS
• WHICH CATEGORIES / BRANDS CAN BENEFIT MOST
IMMEDIATELY FROM CO-CREATION IN YOUR COUNTRY
AND AND WHY
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28. Right now, apparel
brands seem to be the
category most benefiting
from co-creation. The
speed of the process from
ideation to actual
production leads to
immediate consumption.
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29. Co-creation in
the apparel
category by
Team Manila
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30. Another category where co-creation is highly possible
because of this speed of process is the food industry.
However, this has yet to be seen and maximized.
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31. o GETTING STARTED – 5 TIPS FOR DOING CO-CREATION IN THE
PHILIPPINES
www.bates141.com
4 2
3 1
5

32. 1
4 2
35
Brand managers (and everyone
in the upper level of the
corporate ladder) can join social
network sites themselves. Mesh
with people and build
opinions with them. Managers
might even find a new POV for
their brands.
www.bates141.com

33. 41
35
2 Brands can also co-create un-branded social
network sites where people can join. This will serve
as a neighborhood for influencers where they can
collaborate among themselves and then eventually
co-create with the brand. A network of sports fans by
Adidas perhaps?
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34. 1
3
4 2
5
Co-create with bloggers. They
have a network of dedicated
readers. Brands can co-create
content with them that their
audience can read.
www.bates141.com

35. 42
15 3
Learn from the young.
Imbed a dedicated co-
creation team within the
company.
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36. 14 53 2
Be willing to change.
Co-creation is a change and change always starts in our heads.
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37. THAT was the Bates 141
Implications Template.
But there are more possible
implications of co-creation.
www.bates141.com

38. CO-CREATION:
OTHER PHILIPPINE IMPLICATIONS
Implications
1. Co-creative opportunities
2. Co-creation as new source of creative ideas
3. Demand for younger, internal co-creation leaders
www.bates141.com

39. O-CREATION
PPORTUNITIES:
Massive Multiplayer Online
Role-Playing Games

40. O-CREATION
PPORTUNITIES:
Massive Multiplayer Online
Role-Playing Games
“This strong sense of community online is also one of the reasons why IDC has
predicted that the number of online gamers in the Philippines will reach 6.3
million by 2008. This represents a huge opportunity for online advertisers wishing
to target the Filipino market: Advergaming. Advergames respond to the needs
of younger, tech-savvy consumers who demand more interactivity and fun
when introduced to online advertising campaigns.”
- The Philippines: an online marketing snapshot
Elizabeth Lloyed, iMedia

41. O-CREATION
PPORTUNITIES:
Massive Multiplayer Online
Role-Playing Games
Advergaming can then become a venue for co-creation as brands can
create cyber characters whom gamers can interact with, with or
whithout their knowledge.

42. O-CREATION
PPORTUNITIES:
Massive Multiplayer Online
Role-Playing Games
Youth engagement online
gives brands more access
to the youth. This can
become venue for brands
to engage the youth in
conversation, which can
lead towards co-creation.

43. O-CREATION
PPORTUNITIES:
Massive Multiplayer Online
Role-Playing Games
And instead of putting them inside
artificial environments such as FGD
rooms to mine data, youth response
to brand stimuli in cyberworld can
possibly shed new insights.

44. O-CREATION
PPORTUNITIES:
Public Opinion and Mass Action

45. O-CREATION
PPORTUNITIES:
Public Opinion and Mass Action
“However, they are right only on one point: That the most vocal, most determined and
most organized participants in the uprising were armed with cellphones and sent out a
heretofore unimaginable number of text messages for about three days.
These critics of People Power 2 were wrong everywhere else.
For in the case of People Power 2, the message was crystal-clear, with solid basis
and with urgency that challenged most Filipinos. It was either we stay put wherever
we were or stand up in the forcible removal of a President who has violated the
public’s trust and laws big time.
Unfortunately for Estrada, the purveyors of this message were not only backed up by
the truth. They were also tech-savvy. They used technological tools beyond printing
presses, mimeograph machines, telephones and fax machines. Instead, the People
Power 2 forces – organized or not – had more potent tools in their hands: cellphones
and the Internet”
Forward the message, answer the call for change
TEXTING AND OTHER TOOLS OF A PEOPLE IN REVOLT
By Anthony Ian “Tonyo” M. Cruz

46. O-CREATION
PPORTUNITIES:
Public Opinion and Mass Action
A President being ousted by a spontaneous outburst of people wielding
mobile phones as weapons is a testament to the power of collective action
made possible through connection.

47. O-CREATION
PPORTUNITIES:
Public Opinion and Mass Action
And if a society can shift the
political landscape by just sharing
information on mobile, so can it
move other factors affecting them.
If provoked, this same power can
be forced on a corporation that
may be seen as excessively
abusive. Oil companies beware.
This is the power of co-creation if
wielded against someone.

48. O-CREATION
PPORTUNITIES:
Public Opinion and Mass Action
And co-creation can equally put
leaders on the top.
In the last gubernatorial election in
the province of Pampanga, it was
not the money of the richest that
delivered the most effective
campaign. It was the efforts of
ordinary folks, the farmers, market
vendors and ordinary families that
toppled a political dynasty.

49. O-CREATION:
NEW CREATIVE CLASS RISES
http://oliever.multiply.com/photos/album/284/Lomographics_Collaboration#4

50. O-CREATION:
NEW CREATIVE CLASS RISES
Co-creation, as long as allowed,
will challenge members of the
traditional creative elite such as
those in ad agencies, design
houses, magazines and closed
artist circles.

51. O-CREATION:
NEW CREATIVE CLASS RISES
http://weewilldoodle.com/
It will allow for a wider source of creative ideas, whether artistic or not,
whether from professionals or amateurs, from any region or province and
from person of any station in life. Creativity, previously a monopoly of
few elitist groups, will be democratized.

52. O-CREATION:
NEW CREATIVE CLASS RISES
As such, limiting one’s self within set creative boundaries (hierarchy of
creative authority or influence, set roles, creative rules) will only lead to
stagnation and slow churn of ideas.

53. Co-creation in the Philippines:
A fearless forecast

54. “Filipino Internet users are more likely to be opinion leaders and early
adopters compared to traditional media consumers. They are likely to be
individualistic, trend conscious, willing to pay for quality products and are
tech-enthusiasts.”
- Yahoo-Nielsen Net Index 2008

55. As more minds become more open to the possibilities
introduced by the Internet, more people, without
leadership or structure of an organization, will create
and co-create content, ideas, opinions and trends that
will challenge the status quo.

56. Co-creation, a new democratizing and unifying force,
will be the biggest threat to all current networks,
beliefs, dynasties and bureaucracies that dictate public
life in the Philippines and can usher in a new era
where more people are heard and more ideas are
ushered.
But, if and only if it is realized.

58. Image sources
(Please don’t sue me)
http://www.flickr.com/photos/83117738@N00/510560998 by funkmastermike
http://ph.news.yahoo.com/afp/20090326/tls-lifestyle-philippines-economy-it-aeafa1b.html
http://technogra.ph/wp-content/uploads/2008/03/brian-gorrell-on-philippine-star.jpg
http://farm3.static.flickr.com/2367/2115369124_a1db3b1244.jpg
http://ecoutershirts.multiply.com/photos/album/14/Feed_Your_MIND.
http://pimpmyshirtph.multiply.com/
http://francismclothing.multiply.com/
http://rawrshirts.multiply.com/
http://noytee.multiply.com/photos/album/7/Ayos_Tee
http://rebootwear.multiply.com/photos/album/8/Shirt_Information
http://animoism.multiply.com/
http://getblued.multiply.com
http://azraelsmerryland.blogspot.com/
http://azngamerboi.multiply.com/photos/album/158/Camwhorage_-_Tie_Edition#4
http://www.ning.com/
http://www.teammanila.com/index2.html
http://www.teammanilalifestyle.com/
Thank you.

59. Image sources
(Please don’t sue me)
http://sultank2k2.wordpress.com/2009/02/
http://www.ampota.com/2008/02/28/play-cabal-online-coming-soon-on-ph/?cp=all
http://s237.photobucket.com/albums/ff128/yellowbytes/?action=view&current=ran_1.jpg
http://www.hardwarezone.com/img/data/nnews/2008/10444/Image/domi2pr-freeplay.jpg
http://www.nationmaster.com/encyclopedia/EDSA-Dos
http://peoplepower2.bloggerskapihan.com/
http://manilaguy25.multiply.com/photos/album/175/Fashion_Design_Council_of_the_Philippines#25
http://weewilldoodle.com/
http://thecheshirecatshop.multiply.com/
http://oliever.multiply.com/photos/album/284/Lomographics_Collaboration#4
Thank you.