20100121 tno achmea co creation masterclass for nhtv

NHTV21 January 2010

Co-creation Masterclass

Martijn Staalmartijn.staal@tno.nl | 0651916237

Hilma van Slootenhilma.van.slooten@achmea.nl

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

• 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

2. Achmea case• Presentation Achmea

• Case assignment

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

• Case assignment

Co-creation: Fear for the crowd orgive direction to the power of the crowd?

Martijn.Staal@tno.nl+316-51916237

Co-creation presentation

Co-creation

Co-creation specific strategy

Examples

Co-creation

Examples

Co-creation:Develop and improve products

& services together with•Users & customers

•Consumers•Companies

•Experts

And very important: dialogue!

Prahalad

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-creation as enabler of marketing & innovation objectives and starting dialogue about customer needs

•New products•Market share

•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

Web 2.0: Power ofmedia increases

User Generated Content

Consumers are networked

The crowd as a threat..?

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?

Co-creation

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

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•..

Co-creation

Examples

Mass audience

Pro-Amateur

Experts

External& open

Internal, own management& control

Platforms per target group

(offline & online)

•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

•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)

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!

• Case assignment

<< Presentation and case assignment Achmea >>

• Case assignment

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

• Case assignment

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

• Case assignment

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

Eigen layout

Schaalbaar

Flexibel

Sharepoint/Newsgator

Spigit

Fellowforce

Salesforce CRM Marketing

Chaordix

Favela fabric

Redesignmeprivate co-creation portal

Meetbaar

municatie

Gebruiksvriendelijk

Eigen comm

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!

• Case assignment

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

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

Phase 1

Bron: Ninesigma, 2009

Phase 1: Start

•Project focused•Experiments & pilots•Learn to be ‘open’•New roles & processes•Change management

Launch

Consolidation

Phase 1

Phase 2

Phase 2: Consolidation

•Best practices •Workflow processes are defined•Metrics structure is used•Co-creation as part of the Corp. strategy

Launch

Consolidation

Integration in organization

Phase 1

Phase 2

Phase 3

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

Conclusions..

Thanks for yourattention

Questions:Martijn.Staal@tno.nl

+316 51916237

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

Co-creation Individuals come together to create and share self-generated information, knowledge and content independent of any mechanisms of market exchange.

What are we talking about?

Open Innovation• use external / internal ideas

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

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.

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]

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