Communication in the digital ageIt’s all about socialising, sharing and creating

Marco Derksen7 april 2009

Consumenteninnovatie op het internet

Aalten, Amsterdam,

Arnhem, Hogeschool Arnhem-Nijmegen, scheikunde, Katholieke Universiteit Nijmegen, Organon, datamining,

marketing,

Ondernemer,

VODW, BrandmarC, P&G, ING, digitale media,

gezin, Share of Mind, Essent, Amicon, webanalytics, ilse media,

Marketingfacts,

Upstream, HAN, Arnhem Direct, Social networks, IAB, VPRO, Digitaal Communicatie Lab

IntroductionIn the digital age, the only constant is change

IntroductionEvolution of the web

Bron: Forrester

Technology

Social change

SocialComputing

Technology increases the speedand force of social change

Social forces shape technologydevelopment and custom applications

IntroductionEvolution of the web

Bron: Nova Spivacks

Social Computing

Enterprise 2.0

Marketing 2.0

CollectiveIntelligence

Crowdsourcing

AdaptiveWeb

Health 2.0

Webcare

behavioral shifts

IntroductionEvolution of the web

Blogs

Wikis

Widgets

RSS

Social networks

Podcasts

Tagging

Rich Internet Applications

core applications & features

Flash

AJAXXML

Microformats

Open API

enabling technologies

Bron: Forrester

IntroductionThe media landscape changed every 12-18 month

IntroductionOnline oxygen

Bron: Trendwatching.com

IntroductionGeneration C

Bron: Trendwatching.com

IntroductionVirtual Connected

IntroductionEight business technology trends to watch

IntroductionEight business technology trends to watch

1. Distributing cocreation2. Using consumers as innovators3. Tapping into a world of talent4. Extracting more value from interactions5. Expanding the frontiers of automation6. Unbundling production from delivery7. Putting more science into management8. Making businesses from information

IntroductionLet’s focus on co-creation within markets and communities

Bron: OMC Group

Brandgagement (Mangold), Distributed business

(Brown), Citizen Marketing (McConnell & Huba), Co-creation (Prahalad & Ramaswamy), Community Driven Innovation (Favela Fabric), Connected Marketing (Kirby & Marsden), Consumer Driven Business (Verdonck), Consumer Driven Innovation (Eric von Hippel), Creation nets (Brown &

Hagel), Crowdsourcing (Surowiecki),

Customerism, Listening-Centered Marketing (Pete Blackshaw), Mass Collaboration, Open Source Communities, Open innovation (Henry William

Chesbrough), Open Source Marketing (Cherkoff), Peer production (Benkler), Product

development 2.0 (Dion Hinchcliffe), Wikinomics (Tapscott & Williams)

IntroductionCo-creation (or whatever you want to call it)

Living in open source times

Living in open source timesMountain bike

Living in open source timesThe Mozilla Foundation

Living in open source timesFirefox

Living in open source timesApache

Living in open source timesLinux

Living in open source timesOpenOffice.org

Living in open source timesWikipedia: The Free Encyclopedia

Living in open source timesccMixter

Living in open source timesWikinomics: How Mass Collaboration Changes Everything

Open for business

Open for businessTaxAlmanac: The free online tax research resource and community

Open for businessBig Brother Wiki (CBS)

Open for businessOhmyNews: Every Citizen is a Reporter

Open for businessOhmyNews: Every Citizen is a Reporter

Open for businessSkoeps: Sharing your experience with the world

R.I.P.

Open for businessDigg.com: We make the news!

Open for businessAmazon Mechanical Turk: Artificial Artificial Intelligence

Open for businessInnoCentive: Web-based community matching top scientists

Open for businessNineSigma: Accelerating the Innovation Cycle

Open for businessYourEncore: Accelerating Innovation Through Proven Experience

Open for business Tremor (VIP Community of Teens, P&G)

Open for business Vocalpoint (Network of women, P&G)

Open for businessDell Ideastorm

Open for businessMy Starbucks Idea

Open for businessLego Factory: How Lego makes mass customization work

Open for businessLego Factory: The Paradigm Shift for LEGO

100 LEGO designers ave. age 29300 new LEGO sets p.a.

Predefined, individualLEGO (play) experiences

Trying to understand Consumers

Only product innovation

From To

1,000,000 LEGO designers ave.age 93,000,000 new LEGO sets p.a.Self-selected, interactive and social LEGO (play) experiences

KNOWING the consumer

Also PROCESS innovation

Product revenue streamsProduct & SERVICE and EXPERIENCE revenue streams

Bron: Sophie Jenkins

Open for businessLego Factory: How to Wow

Bron: Sophie Jenkins

Past consumer experience:

LEGO defined Experience

LEGOmodel

LEGOmodel

LEGODesign

LEGODesign

Retail/S@HLEGOLAND

Retail/S@HLEGOLAND

LEGOtheme

LEGOtheme

Consumer ExperienceLEGO defined

Future consumer experience:

But first, get connected

Get connectedNike+

Get connectedMy Barack Obama

Get connectedMoveOn.org

Get connectedThreadless: Designed by the Community

Dutch cases

Dutch casesTweakers.net (VNU Media)

Dutch casesRadar (TROS)

Dutch casesRadar (TROS)

Dutch casesKassa (VARA)

Dutch casesClub China (KLM)

Dutch casesWehkamp

Dutch casesBolletje

Dutch casesWij bouwen een wijk (Smallingerland)

Dutch casesTomTom Map Share

Dutch casesRedesignme.com: Co-creatie binnen handbereik

Dutch casesBattle of Concepts

Dutch casesC,mm,n: Bouw mee aan de auto van de toekomst

Dutch casesSpreadshirt - je eigen persoonlijke kleding!

Dutch casesRaboblog.nl

Dutch casesRabobank Starterscommunities

Dutch casesMarketingfacts.nl (online community for marketers)

Dutch casesFoodlog.nl

Dutch casesArnhem-direct.nl

Dutch casesAcuteZorg.nl

Who is connected?

Who is connected? Forrester Research

Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)

Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)

Who is connected?The 1% Rule (citizen participation)

Who is connected?The 1% Rule (Creators, Synthesizers, and Consumers)

Bron: Bradley Horowitz (Yahoo!)

Who is connected?Participation Inequality

Business model

Business modelWat is het businessmodel van user generated content?

VerdienmodelKostenstructuur

Business modelWat is het businessmodel van user generated content?

Doelstelling (value proposition):

Marketing (bijv. Firefox, Amazon) Merkbouw (bijv. Dove, Threadless) Innovatie (bijv. P&G, Lego) Klantloyaliteit verhogen (bijv. China Club KLM) Kostenbesparing (bijv. BBC News, Skoeps,

Ohmynews) Verbeteren concurrentiepositie (bijv. Wegener,

Molblog/TvM, Emerce)

Business modelWat is het businessmodel van user generated content?

Verdienmodellen (value configuration):

Advertising/sponsoring (bijv. Web-log.nl, Wikipedia) Gebruikers laten betalen (bijv. Habbo, Second Life) Premium services (bijv. Web-log.nl) Verkoop via andere kanalen (bijv. Toodou,

Pocketinfo, Marketingfacts) Faciliteren nieuwe diensten (bijv. marktonderzoek

via Toodou, Hyves) Content exploitatie (bijv. Flickr, Lulu) Indirect (door kostenbesparing, imagoverhoging)

3M boekt 146 miljoen dollar meer omzet door een betere lead-userfocus

Converse (sneakers) laat consumenten hun eigen reclame maken en boekt een omzetstijging van 12 procent

Audi laat klanten meedoen in zijn commercials en verhoogt de effectiviteit van zijn campagne met 80 procent

Amazon krijgt dagelijks 10 miljoen aanvragen binnen via affiliatelinks op sites van derden

Business modelVoorbeelden

Threadless ontvangt iedere week 1500 gratis ontwerpen van t-shirts

Lego verkoopt inmiddels 6.000 producten die zijn ontworpen door gebruikers

Bij Toyota is binnen 2 dagen de productie weer op gang na een open source aanpak (brand Aisin Seiki)

Deelnemers aan Innocentive halen een rendement van 250 procent

Business modelVoorbeelden

Tools

Listen

ListenGoogle Blogsearch

ListenTwitter Search

ListenBlogpulse: search in more than 100 million blogs

ListenBlogpulse: search in more than 100 million blogs

ListenBlogpulse: search in more than 100 million blogs

ListenBlogpulse: search in more than 100 million blogs

ListenNielsen BuzzMetrics

ListenTNS Cymfony

ListenUservoice.com

Facilitate

FacilitateHyves.nl

FacilitateLinkedin

FacilitateNing

FacilitateMindz.com

FacilitateNetvibes

Participate

ParticipateCommunity Platforms

ParticipateTelligent Systems

ParticipateCommunity Server (Microsoft)

ParticipateWordPress.org

ParticipateDrupal.org

ParticipateThe FLIRT-model of crowdsourcing (Sami Viitamäki)

ParticipateThe FLIRT-model of crowdsourcing (Sami Viitamäki)

ParticipateThe POST-model (Forrester Research)

Van stranger tot evangelistWat zijn de kritische succesfactoren?

Bereik Sitebezoek

Stranger

Lurker

Participant

Evangelist

Hoe trek ik bezoekers?

Hoe zorg ik dat ze terugkomen?

Hoe zorg ik dat ze actiefdeelnemen?

Hoe zorg ik dat ze een evangelistworden?

Van stranger tot evanglistKritische succesfactoren van online communties

Bereik Sitebezoek

Stranger

Lurker

Participant

Evangelist

Promotie

Content

Interactie

Co-creatie

ToolsListen, facilitate and participate

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.”

Steve Jobs