20100121 tno achmea co creation masterclass for nhtv
TRANSCRIPT
NHTV21 January 2010
Co-creation Masterclass
Martijn [email protected] | 0651916237
Hilma van [email protected]
What are your expectations for today?
Introduction TNO & Martijn Staal
•Independent•Turnover: 553MEuro (TNO ICT: 40MEuro)
•Employees: 4000 (TNO ICT: 375)
Introduction TNO & Martijn Staal
Introduction TNO & Martijn Staal
• Consultant & innovator at TNO ICT since 2005• Social media & co-creation studies & consultancy for Corporates
(Philips, KPN), industry associations (publishers & printers), SME, Economic Affairs, EC
• Research on co-creation and crowdsourcing case studies• More info (Dutch): http://www.martijnstaal.nl/
Today’s goals
• Talk about, and experience co-creation strategies
• Learn how to integrate co-creation within an organization
• Define new co-creation concepts & action plans for Achmea
• Discuss & answer your questions about co-creation
• ..?
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
Program
09.45 Reception
10.00 Co-creation: Fear for the crowd or give direction to the crowd?10.30 Introduction Achmea & “De Bovenkamer”11.00 Achmea case assignment11.15 POST methodology11.30 Team assigment: People & Objectives12.00 Presentations by teams
~ 12.30 Lunch
13.00 Plenary presentation Strategy & Technology13.30 Team assigment: Strategy & Technology & action plan14.30 Plenary presentation co-creation action plan & discussion15.00 Continuation Team assignment16.00 Presentations, discussions & prize winners16.45 Conclusions & drinks
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
Co-creation: Fear for the crowd orgive direction to the power of the crowd?
[email protected]+316-51916237
Co-creation presentation
Co-creation
Co-creation specific strategy
Examples
1
2
3
1
2
3
Co-creation
Co-creation specific strategy
Examples
Co-creation presentation
Co-creation:Develop and improve products
& services together with•Users & customers
•Consumers•Companies
•Experts
And very important: dialogue!
Prahalad
Howe
Von HippelTapscott
Co-creation according to Frank T. Piller, professor on Co-creation at Aachen University
• Co-creation: when input from customers / users is incorporated in a firm's innovation process, with a focus on access to NEED information
• Open innovation: when especially SOLUTION information is obtainedfrom outsiders for a given innovation project. At the same time the term also covers the supply side, i.e. selling internal technologies to externalparties
• Crowdsourcing is a term that described ONE (of several) organizationmechanisms of doing either co-creation or open innovation. Thismechanism builds on sharing a larger "job" into granular pieces and broadcasting these smaller tasks to an open network in form of an open call. Potential contributors self select the task they want to take on."
Concept Development Testing Use
CO
-CR
EATI
ON
Co-creation as enabler of marketing & innovation objectives and starting dialogue about customer needs
•New products•Market share
•PR
OB
JEC
TIVE
•Loyality•PR
•Cost savings•PR
Ideas Domain expertise
Info aboutNeeds
Ideas forimprovements
32 321
Basics ofCo-creation:
The crowd (almost) always
knows better
Consumers areempowered
Text
Web 2.0: Power ofmedia increases
User Generated Content
Consumers are networked
The crowd as a threat..?
32 321
32 321
The crowd as a threat..?
Or as an opportunity!
Dell IdeaStorm (B2C) (2007)•9.000 members
•11.000 ideas (300 p/m)•84.000 comments (80/20)
•650.000 votes•1-5% of ideas is usable
•Costs: 2 FTE mgt + €150-300k•Advantage: less support, cost savings, ideas, loyalty
Co-creation happens anyhow!
But how can you give it some direction, and make use of co-
creation to start a dialogue with your customers?
1
2
3
Co-creation presentation
Co-creation
Co-creation specific strategy
Examples
Prevent a deadcommunity or
negative PR
“Wollig 'enerzijds-anderzijds' verhaal. “…..
“WTF is social tagging: spreek je moerstaal!)? Kinnesinne?”
…..
“What are the most promising cases?”
Co-creation with userscan be fragile
Important questions
1. Which marketing & innovation objectives must be reached?
2. Co-creation in what part of the innovation process?
3. What expertise do you need?
4. Which target groups needs to be involved?
5. How can the target group be motivated?
6. What departments and persons in the organization must be involved?
7. What co-creation specific functionality is needed?
8. What platform is most suitable?
Answers are different per objective
321
Mass audience
Pro-Amateur
Experts
● ●
Per phase expertise, target groups and needs are different
●
●
SizeExpertise
Concept Development Testing Use
?
Involvement of the right departments & personsis of huge importance
•Marketing & communication•Innovation•Developers
•MT•..
1
2
3
Co-creation presentation
Co-creation
Co-creation specific strategy
Examples
Mass audience
Pro-Amateur
Experts
External& open
Internal, own management& control
Platforms per target group
(offline & online)
321
•Consumers can upload their designs•3000+ designs per week
•Costs: 12 FTE•Advantages:
- Customers 2,5 million LEGO fans- Animation & computer games
-Magazines & LEGO WORLD with 70.000 visitors-Because of community more mature users
From decreasing revenue to fast growing turnover and
2,5 million fans
•Focus on professional partners and users•Development of applications
•1.000 ‘normal’ users•Costs: 12 FTE
•Advantages: 2 new apps per month
On demand & closed
•Focus on young professionals and students•5.000 registrations•€5.000 per battle
•Until now 70 battles•On average 50 ideas per battle
Source: Alumniblad TUDelft
Completely open
321
•Objective: efficiency, knowledge development and sharing
•530 festival program tips•900 tips via social media
•40 participants on the Open Festival model•A lot of positive feedback
Mass audience
Pro-Amateur
Experts
Platforms per target group
(offline & online)
321
External& open
Internal, own management& control
Conclusions
• Go experiment with co-creation, but develop a co-creation specific strategy
• Listen seriously to customers & users!
• Transformation of internal organization is essential!
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
<< Presentation and case assignment Achmea >>
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
Co-creation objectives are often unclear [1]
• Too much focus on social technologies instead of objectives
• Too often the essential changes in the internal organization are neglected
• Measurements and evaluations do hardly occur
[1] ‘How To Organize Your Company For Social Computing’Forrester
POST methodology: a systematic approach for co-creation and social media [1]
• Begin with your stakeholders and objectives instead of the tools!
Which applications and/orplatforms do you need?
Technology
How are you going to realizeyour objectives?
Strategy
What are your co-creationobjectives?
Objectives
Who are the stakeholders, whatare their needs?How do they use social media?
People
[1] gebaseerd op Bernoff, J. (2009), Forrester
Team assignment 1: People & Objectives
• Define the co-creation stakeholders and objectives for the Achmea case
• Stakeholders• Who is involved?• What are their social media needs and uses?
• Objectives• What should Achmea accomplish with co-creation?• For what target groups?
• Make use of post-its, flipovers, etc. Be creative!
• 30 minutes, per team 1 person presents their findings
TeamsName First name NationaliteitAlink Jessica Dutch Bachelor of Media & Entertainment ManagementBoekholt van, Bram Dutch Bachelor Commerciële EconomieCortina Romo Xavier Mexican Bachelor Business AdministrationDahm Jennifer German Bachelor of Media & Entertainment ManagementHaven van der Niels Dutch bachelor Media & Entertainment mgyJumelet Karim Dutch Bachelor Small Business and Retail Management (Avans)Knitel Sanne Dutch bachelor Design AcademyLankhorst Wilma Dutch NWITLe Minh Tu Vietnamese Bachelor International Business AdministrationLeijser Monique Dutch NWITMenon Kishore Indian Bachelor of EngineeringPeeters Joep Dutch Bachelor of Tourism ManagementSimons Carlijn Dutch Bachelor of Leisure managementVerlaan Bobby Dutch bachelor Media & Entertainment mgtVlokhoven van Rob Dutch Bachelor Leisure Management (NHTV)Zanden, van der Lieke Dutch Bachelor of Leisure management
Team 1Team 2Team 3Team 4
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
Strategic analysis for co-creation
4 dimensions:
A. Innovation cyclus phaseB. Expertise that is neededC. Motivation and size of crowdD. Complexity
Dimension A - Innovationcyclus1. Idea/concept2. Production3. Evaluation or marketing
Dimension B – Needed expertise
1. Generic expertise
2. Profesional expertise
3. Academic expertise
Dimension C –Motivation and size of crowd
• In what ways is you crowd motivated?
• What is the required minimal size for the crowd?
Dimension D –Complexity
Number of stakeholders and interests
1. Low (clear problem, few interests)2. Medium (1 solution, multiple stakes)3. High (multiple solutions and/or multiple stakes)
Result: co-creation strategy focus points
Innovatiecyclus
Niveau 3
Niveau 2
Niveau 1
Co-creatievraag
Grootte crowd
ExpertiseComplexiteit
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
Platform requirements & elements
• Based on the objectives, target groups and strategy, decide whatyour platform functionality shouldconform to
• Mostly a combination of offline/online is most effective
External/internal:Reliability:
Management:Metrics for succes:
Languages:Communicationfeatures:
Flexibility:Usability:
Scalability:Own community:
Extendability / open API:
Price:
Own layout:Functionality:
Consultancies that facilitate co-creation
processes
Own platform& community
Different platformsCo-creatie intermediary
platforms with community
•Own community•Own layout
•Internal & external•Most advanced
Existing community platforms
(not co-creation specific)
Bron: http://www.thespiritofcocreation.com/the-co-creation-landscape/#more-91
EvaluationCo-creationplatforms
Strong Weak
Nederlands
Beheer
Extern/intern
….
Betrouwbaar
Prijs
Eigen layout
Schaalbaar
Flexibel
…..
Sharepoint/Newsgator
Spigit
Fellowforce
Salesforce CRM Marketing
Chaordix
Favela fabric
Redesignmeprivate co-creation portal
Meetbaar
Com
municatie
Gebruiksvriendelijk
Eigen comm
unity
Functionaliteit
Team assigment 2: Achmea co-creatie strategy, platforms and roadmap• From assignment 1, choose one objective for which you will
define a co-creation strategy and action plan• Define a co-creation strategy based on the dimensions:
Innovation Cyclyus, Expertise, Size of crowd and complexity• Define the platforms to be used• Develop an action plan for Achmea
• Make a drawing that represents your strategy and vision
• Make use of flipovers, post-its and be craetive!
• Decide who will present your results
• You will compete against the other 3 teams!
Co-creation program overview
1. Co-creation introduction1. Co-creation introduction
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
3. POST methodology• People
• Objectives• Strategy
• Technology & platforms
2. Achmea case• Presentation Achmea
• Case assignment
2. Achmea case• Presentation Achmea
• Case assignment
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
4. Co-creation roadmap• Co-creation action plan• Internal organization
• Roles & responsibilities
Actions to make the organization co-creation ready
A safe place to experiment
Define a process that keeps teams up to date and efficient
External input for new programs such as external speakers, conferences, books
Make sure that the essential roles such as community managers and co-creation strategists are present
Take care of commitment of market teams and management
Clear plan how stakeholders use social media and what are their needs
Voorwaarde Best practicesRisicoActie
Experimenting publicly with customers means that a lot of risks are taken. Therefore its better to do the first experiments internally.
No process means redundant activities or means that nothing happens
Don’t lock your team up, but facilitate them in keeping their knowledge and competencies up to date
With social programs there has to be somewone who talks back. Prevent that no one is permitted or able to talk back
No commitment means a fragmented experience for customers at e.g. customer support and service
Start a strategy that focuses on tools instead of people & objectives
P&G Social Media lab where brands can experiment with new co-creation forms
Experiments
Formulate a team that can take action quickly and has a mandate, also after working time and in weekends
Process
Create a continuous series of external speakers, and let internal teams share their good and bad experiences
Training
Strategists often have turnover targets. Make sure there are community managers organization wide that can interact with your customers structurally
Roles
Formulate co-creation programs, increase ownership by delegating responsibilities
Commitment
Get support for, and develop the plan together with other departments to prevent a confusing customer experience
Strategy
Forrester, how to organize your company for social computing
Co-creation strategies are (too) often an initiative of the Marketing department
• It should be a shared activity!
Forrester, how to organize your company for social computing
A crossfunctional social media or co-creation is preferable
• Prevents redundant platforms & activities and stimulates organization wide co-creation adoption
Evolution of internal co-creation organization
Start
Phase 1
Time
Co-
crea
tion
Cap
abili
ties
Bron: Ninesigma, 2009
Phase 1: Start
•Project focused•Experiments & pilots•Learn to be ‘open’•New roles & processes•Change management
Evolution of internal co-creation organization
Launch
Consolidation
Phase 1
Phase 2
Bron: Ninesigma, 2009
Phase 2: Consolidation
•Best practices •Workflow processes are defined•Metrics structure is used•Co-creation as part of the Corp. strategy
Time
Co-
crea
tion
Cap
abili
ties
Evolution of internal co-creation organization
Launch
Consolidation
Integration in organization
Phase 1
Phase 2
Phase 3
Bron: Ninesigma, 2009
Phase 3: Integration
•Co-creation strategy is presented internally and externally•Organization wide, well-defined CC processes•Standard metrics and dashboards•Knowledge has become competitive strength
Time
Co-
crea
tion
Cap
abili
ties
Conclusions..
What are we talking about?
Open Innovation• use external / internal ideas
• internal /external paths to market
• flexibly (not ‘closed’)
• organizing inflows and outflows of ideas and products
Co-creation Develop and improve productsand services together with:
• Companies• Employees• Knowledge institutes• Customers• End users & Consumers
What are we talking about?Open Innovation• use external / internal ideas
• internal /external paths to market
Co-creation Individuals come together to create and share self-generated information, knowledge and content independent of any mechanisms of market exchange.
Co-creation Develop and improve productsand services together with:
• Companies• Employees• Knowledge institutes• Customers• End users & Consumers
What are we talking about?
Open Innovation• use external / internal ideas
• internal /external paths to market
CrowdsourcingOpen call to a generally large group of people or community
Web 2.0Use of WWW technology to enhance:
•interactivity, creativity, information sharing,connecting people, and collaboration
face
to
face
com
mun
icat
ion
Co-creation Self-generated information, knowledge and content . User Generated content
"users" generate and share their own content, using collaborative publishing platforms like You Tube, rather than consume production from the mass media.
Co-creation Develop and improve productsand services together with:
• Companies• Employees• Knowledge institutes• Customers• End users & Consumers
off-line way of working / innovation process on-line tools
Virtual WorldsVirtual encounters stimulating creativity between individuals
Different management goals of participationNot only product development!
[Source: The McKinsey Quarterly, Six ways to make web 2.0 work]