consumer innovation on the internet
TRANSCRIPT
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Communication in the digital ageIt’s all about socialising, sharing and creating
Marco Derksen7 april 2009
Consumenteninnovatie op het internet
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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
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IntroductionIn the digital age, the only constant is change
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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
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IntroductionEvolution of the web
Bron: Nova Spivacks
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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
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IntroductionThe media landscape changed every 12-18 month
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IntroductionOnline oxygen
Bron: Trendwatching.com
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IntroductionGeneration C
Bron: Trendwatching.com
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IntroductionVirtual Connected
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IntroductionEight business technology trends to watch
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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
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IntroductionLet’s focus on co-creation within markets and communities
Bron: OMC Group
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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)
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Living in open source times
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Living in open source timesMountain bike
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Living in open source timesThe Mozilla Foundation
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Living in open source timesFirefox
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Living in open source timesApache
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Living in open source timesLinux
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Living in open source timesOpenOffice.org
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Living in open source timesWikipedia: The Free Encyclopedia
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Living in open source timesccMixter
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Living in open source timesWikinomics: How Mass Collaboration Changes Everything
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Open for business
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Open for businessTaxAlmanac: The free online tax research resource and community
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Open for businessBig Brother Wiki (CBS)
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Open for businessOhmyNews: Every Citizen is a Reporter
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Open for businessOhmyNews: Every Citizen is a Reporter
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Open for businessSkoeps: Sharing your experience with the world
R.I.P.
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Open for businessDigg.com: We make the news!
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Open for businessAmazon Mechanical Turk: Artificial Artificial Intelligence
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Open for businessInnoCentive: Web-based community matching top scientists
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Open for businessNineSigma: Accelerating the Innovation Cycle
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Open for businessYourEncore: Accelerating Innovation Through Proven Experience
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Open for business Tremor (VIP Community of Teens, P&G)
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Open for business Vocalpoint (Network of women, P&G)
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Open for businessDell Ideastorm
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Open for businessMy Starbucks Idea
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Open for businessLego Factory: How Lego makes mass customization work
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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
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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:
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But first, get connected
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Get connectedNike+
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Get connectedMy Barack Obama
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Get connectedMoveOn.org
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Get connectedThreadless: Designed by the Community
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Dutch cases
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Dutch casesTweakers.net (VNU Media)
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Dutch casesRadar (TROS)
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Dutch casesRadar (TROS)
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Dutch casesKassa (VARA)
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Dutch casesClub China (KLM)
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Dutch casesWehkamp
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Dutch casesBolletje
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Dutch casesWij bouwen een wijk (Smallingerland)
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Dutch casesTomTom Map Share
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Dutch casesRedesignme.com: Co-creatie binnen handbereik
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Dutch casesBattle of Concepts
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Dutch casesC,mm,n: Bouw mee aan de auto van de toekomst
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Dutch casesSpreadshirt - je eigen persoonlijke kleding!
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Dutch casesRaboblog.nl
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Dutch casesRabobank Starterscommunities
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Dutch casesMarketingfacts.nl (online community for marketers)
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Dutch casesFoodlog.nl
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Dutch casesArnhem-direct.nl
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Dutch casesAcuteZorg.nl
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Who is connected?
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Who is connected? Forrester Research
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Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)
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Who is connected? Membership Life Cycle (Amy Jo Kim, The SIMS)
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Who is connected?The 1% Rule (citizen participation)
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Who is connected?The 1% Rule (Creators, Synthesizers, and Consumers)
Bron: Bradley Horowitz (Yahoo!)
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Who is connected?Participation Inequality
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Business model
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Business modelWat is het businessmodel van user generated content?
VerdienmodelKostenstructuur
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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)
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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)
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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
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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
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Tools
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Listen
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ListenGoogle Blogsearch
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ListenTwitter Search
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ListenBlogpulse: search in more than 100 million blogs
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ListenBlogpulse: search in more than 100 million blogs
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ListenBlogpulse: search in more than 100 million blogs
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ListenBlogpulse: search in more than 100 million blogs
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ListenNielsen BuzzMetrics
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ListenTNS Cymfony
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ListenUservoice.com
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Facilitate
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FacilitateHyves.nl
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FacilitateLinkedin
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FacilitateNing
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FacilitateMindz.com
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FacilitateNetvibes
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Participate
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ParticipateCommunity Platforms
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ParticipateTelligent Systems
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ParticipateCommunity Server (Microsoft)
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ParticipateWordPress.org
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ParticipateDrupal.org
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ParticipateThe FLIRT-model of crowdsourcing (Sami Viitamäki)
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ParticipateThe FLIRT-model of crowdsourcing (Sami Viitamäki)
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ParticipateThe POST-model (Forrester Research)
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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?
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Van stranger tot evanglistKritische succesfactoren van online communties
Bereik Sitebezoek
Stranger
Lurker
Participant
Evangelist
Promotie
Content
Interactie
Co-creatie
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ToolsListen, facilitate and participate
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“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