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