What next? 5 predictions about the future of online co-creation
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1 What next? 5 predictions about the future of online co-creation Felix Koch, Consultancy Director, Promise Communities July 2011
2 Five predictions about the future of online co-creation How we keep up with these challenges How you can future proof your community
3 In the future, online co-creation will be more... - MOBILE - ENGAGING - REWARDING - PLAYFUL - HYBRID
4 In the future, online co-creation will be more MOBILE
5 NA Unit Shipments (MM)... because smartphone shipments have outnumbered those of dumb phones (US) 160 Feature Phones ! 40 Smartphones E 2011E 2012E 2013E Source: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, E
6 Global Unit Shipments (MM)... because smartphones are even outpacing desktop + notebook shipments next year ! Desktops & Notebooks Smartphones E 2011E 2012E 2013E Source: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, E
7 Source: Cisco Visual Networking Index
8 From online co-creation to mobile co-creation
9 In the future, online co-creation will be more ENGAGING
10 ... because the fight for people s attention and time will intensify: how can we compete? Look at our community!
11 ... because due to its popularity, co-creation fatigue might become a real threat Co-creation?
12 New tools will be launched to keep online co-creation fresh and consumers engaged Competitions Visualisation Whiteboards Ethnography Video Live-Chat
13 In the future, online co-creation will be more REWARDING
14 ...because future co-creators will be digitally literate and aware of the value they are adding
15 ...because prosumers will question traditional incentive models and ask for royalties Co-creation is a great money-spinning concept because you can pay 300 people a few quid for coming up with ideas, developing them and showing which ones they like. The company gets good ideas cheaply that they can then implement without as much costly R&D... Source: Quote from community member on the Promise Brand Together Community, Research, 2011
16 Example for IP challenges: contributors suing the Huffington Post after $315m sale to AOL The Huffington Post s bloggers have essentially been turned into modern-day slaves on Arianna Huffington s plantation. Source: BBC,
17 Future incentives and rewards schemes will have to value people s contributions more
18 In the future, online co-creation will be more PLAYFUL
19 ... because social games boom and appeal to everyone, not just the typical gaming community 50% of Facebook log-ins are purely to play games Source: The NPD Group, Social Network Gaming Study 2010
20 ... because gamification gains traction in areas such as marketing, research and online communities
21 Nike+ as an example of gamification: from mere jogging to competitive, social fitness
22 Source: Gartner, By 2015, more than 50% of organisations that manage innovation processes will gamify those processes.
23 Online co-creation will be gamified and see the introduction of a range of new game mechanics Points Teams Leaderboards Levels
24 In the future, online co-creation will be more HYBRID
25 ... because as the knowledge around co-creation increases, on- & offline forms are better understood Source: Promise, based on Google Scholar data. Retrieved using the search term co-creation and sorted by year
26 ... because we see on- and offline forms of communication converge: Facebook video
27 In the future, hybrid co-creation programs will be launched to combine the best of both worlds offline online
28 In the future, online co-creation will be more... - MOBILE - ENGAGING - REWARDING - PLAYFUL - HYBRID
29 Five predictions about the future of online co-creation How we keep up with these challenges How you can future proof your community
30 But how does the Promise R&D lab cope with these challenges?!? Mainly, by doing 4 things...
31 1. We develop our own web & mobile platforms in-house
32 2. We conduct research on co-creation: we invited 300 co-creators to develop our platform 97% 70% 63% of community members believe that they can share their honest views & opinions of community members feel that the Community allows them to be more creative of community members believe that their contributions have a significant impact Source: Research undertaken on the Brand Together Community, n=210
33 3. We create new methods and IP on our away days (we call them PromConference)
34 4. And we experiment, experiment, experiment... I ve learnt so much from my mistakes, I think I ll make another.
35 How we fill our innovation pipeline: Generate Filter Apply & Improve Tech development Co-creation Research Prom Conference Experiment
36 Five predictions about the future of online co-creation How we keep up with these challenges How you can future proof your community
37 5 steps to future proof your community Be mobile: Use a simple and user-friendly interface that community members can access on their smart phones & tablets. Be engaging: Make sure that the community platform keeps consumers engaged by adding new functionalities and tools that allow community members to express their ideas and creativity. Be rewarding: Ensure to partner with someone whose incentives and engagement strategy caters for the most demanding co-creation projects. Be hybrid: Choose a partner who is experienced in handling both spaces to maximise the impact and benefit of co-creation. Be experimental: most importantly, choose a consultancy partner rather than a supplier, who can work with you to keep improving the community.
38 Sources and image credits SOURCES Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, E Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, E Cisco Visual Networking Index Promise, Quote from community member on the Promise Brand Together Community, Research, 2011 BBC, The NPD Group, Social Network Gaming Study 2010 Deck, Promises and pitfalls of gameful design, Sebastian Deterding, web London, May 27, 2011 Gartner, Promise, based on Google Scholar data. Retrieved using the search term co-creation and sorted by year IMAGE CREDITS s1600/carrotstick.png _BIcI/AAAAAAAABhI/FK8KikMGXwE/s1600/douche1.jpg Deck, Promises and pitfalls of gameful design, Sebastian Deterding, web London, May 27, percent-companies/ Vh0QQ/s1600/dna%2520synthesis.jpg Promise, Research undertaken on the Brand Together Community, n=210
39 Thank you! Felix Koch Consultancy Director, Promise Communities Promise 75 Wells Street London W1T 3QH telephone: +44 (0) fax: +44 (0) web:
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