What next? 5 predictions about the future of online co-creation Felix Koch, Consultancy Director, Promise Communities July 2011
Five predictions about the future of online co-creation How we keep up with these challenges How you can future proof your community
In the future, online co-creation will be more... - MOBILE - ENGAGING - REWARDING - PLAYFUL - HYBRID
In the future, online co-creation will be more MOBILE
NA Unit Shipments (MM)... because smartphone shipments have outnumbered those of dumb phones (US) 160 Feature Phones 120 80! 40 Smartphones 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E Source: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-2013E
Global Unit Shipments (MM)... because smartphones are even outpacing desktop + notebook shipments next year 600 500! 400 300 Desktops & Notebooks 200 100 Smartphones 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E Source: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-2013E
Source: Cisco Visual Networking Index 2010-2015
From online co-creation to mobile co-creation
In the future, online co-creation will be more ENGAGING
... because the fight for people s attention and time will intensify: how can we compete? Look at our community!
... because due to its popularity, co-creation fatigue might become a real threat Co-creation?
New tools will be launched to keep online co-creation fresh and consumers engaged Competitions Visualisation Whiteboards Ethnography Video Live-Chat
In the future, online co-creation will be more REWARDING
...because future co-creators will be digitally literate and aware of the value they are adding
...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
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, http://www.bbc.co.uk/news/business-12379623
Future incentives and rewards schemes will have to value people s contributions more
In the future, online co-creation will be more PLAYFUL
... 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
... because gamification gains traction in areas such as marketing, research and online communities
Nike+ as an example of gamification: from mere jogging to competitive, social fitness
Source: Gartner, http://www.gartner.com/it/page.jsp?id=1629214 By 2015, more than 50% of organisations that manage innovation processes will gamify those processes.
Online co-creation will be gamified and see the introduction of a range of new game mechanics Points Teams Leaderboards Levels
In the future, online co-creation will be more HYBRID
... 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
... because we see on- and offline forms of communication converge: Facebook video
In the future, hybrid co-creation programs will be launched to combine the best of both worlds offline online
In the future, online co-creation will be more... - MOBILE - ENGAGING - REWARDING - PLAYFUL - HYBRID
Five predictions about the future of online co-creation How we keep up with these challenges How you can future proof your community
But how does the Promise R&D lab cope with these challenges?!? Mainly, by doing 4 things...
1. We develop our own web & mobile platforms in-house
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
3. We create new methods and IP on our away days (we call them PromConference)
4. And we experiment, experiment, experiment... I ve learnt so much from my mistakes, I think I ll make another.
How we fill our innovation pipeline: Generate Filter Apply & Improve Tech development Co-creation Research Prom Conference Experiment
Five predictions about the future of online co-creation How we keep up with these challenges How you can future proof your community
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.
Sources and image credits SOURCES Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-2013E Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-2013E Cisco Visual Networking Index 2010-2015 Promise, Quote from community member on the Promise Brand Together Community, Research, 2011 BBC, http://www.bbc.co.uk/news/business-12379623 The NPD Group, Social Network Gaming Study 2010 Deck, Promises and pitfalls of gameful design, Sebastian Deterding, web directions @media, London, May 27, 2011 Gartner, http://www.gartner.com/it/page.jsp?id=1629214 Promise, based on Google Scholar data. Retrieved using the search term co-creation and sorted by year IMAGE CREDITS http://www.finzionimagazine.it/wp-content/uploads/2011/05/utopia2-570x300.jpg http://www.richardbagguley.com/informationpaintings.html http://glimmersite.com/wp-content/uploads/2009/12/olpc_1.jpg http://www.nationalgeographic.com.tr/ngm/0804/images/mercek/mercek.2.6.jpg http://www.alannascott.com/portfolio/look-at-me.php http://intelbook.files.wordpress.com/2011/01/bored_students.jpg http://virtualhelpsquad.com/wp-content/uploads/2010/04/copy-of-toolbox5.jpeg http://3.bp.blogspot.com/_5ybiq5tnqp0/tiwlqd8wfli/aaaaaaaaalk/9kz4un2rksm/ s1600/carrotstick.png http://4.bp.blogspot.com/_74wavbhmq2i/tlwrd- _BIcI/AAAAAAAABhI/FK8KikMGXwE/s1600/douche1.jpg http://www.buffalobeast.com/106/images/tasini.jpg http://whygamify.files.wordpress.com/2011/04/virtual-play2.jpg http://s1.t.itc.cn/mblog/pic/201106_27_11/13091460001583.jpg Deck, Promises and pitfalls of gameful design, Sebastian Deterding, web directions @media, London, May 27, 2011 http://blog.games.com/2011/04/14/gartner-gamification-gamify-50- percent-companies/ http://iphonecruncher.com/wp-content/plugins/rssposter/cache/07046_facebook-video-chat110706174354.jpg http://2.bp.blogspot.com/_klfaqhv6txk/taqenippbfi/aaaaaaaaaoa/rhop-- Vh0QQ/s1600/dna%2520synthesis.jpg http://trafficexchangeproject.com/wpcontent/uploads/2011/05/johnny_automatic_funnel.jpg Promise, Research undertaken on the Brand Together Community, n=210
Thank you! Felix Koch Consultancy Director, Promise Communities fkoch@promisecorp.com Promise 75 Wells Street London W1T 3QH telephone: +44 (0) 207 290 0290 fax: +44 (0) 207 290 0280 web: www.promisecorp.com