engaging communities around co-creation & crowdfunding

E N G A G I N G C O M M U N I T I E S A R O U N D

C O - C R E AT I O N & C R O W D F U N D I N G

Now: I am freelance consultant in marketing and digital strategy for business and startups. Much of my practice revolves around developing stories, brands and experiences for multiple platforms - and coaching teams to do this.

I’m a coworker and board member of Warehouse Coworking Factory. I collaborate as strategic & digital analyst for Adv Media Lab (digital agency).

Before: 4 years Experience in marketing & e-commerce in PMI’s. Academic research activities in the field of experience economy. Abroad studying experiences (Copenhagen Business School). Master Degree in Marketing & Communication (Urbino University).

Marketing & Digital Strategy for business development

Crowdfunding+

Coworking

What crowdfunding is not (or we are not going to talk about)

• equity CF with few big investors that can’t be considered as “crowd”

What coworking is not (really!)• shared office

What crowdfunding is (most of the time)

• a way to collect money with the support of the crowd • “proof of concept” for ideas • channel to pre-sale products • communication project

What coworking is (even if you don’t know…)

• place where professional meet and work together • network to find and build opportunities • stage for peer-to-peer practical learning • location for events, camp and the “culture of sharing” • informal opportunities for exchange ideas…

…and to have fun!!

2 things are in common:

COMMUNITY

HIGH LEVEL OF ENGAGEMENT

with

The Psychology of Giving

• “giving” as the act of contributing to something without immediate expectation of return

Money Time

From Owning to Access

• the focus is no longer to the product itself, rather than on its utility for the everyday life (renting)

• by getting access, people are not only using a product / service, but also creating social relationships

From Possession to Be Part Of

• people interest tends to shift from “owning something”, to feel “part of something”, meaningful for them

• being part of something has to do both with contributing and with having some sort of restitution

HOW COWORKING SPACES

IN CROWDFUNDING PROJECTS

can play a role

Premise 1. A successful crowdfunding campaign needs a talented team that can work together. These people are in coworking spaces.

Premise 2. A winning coworking community has talented people with diverse skill sets that would enjoy - and financially benefit from - going in on a project together.

How the coworking crowd can be used for that?

1. The project must be involving 2. The crowd must be activated 3. The community must be rewarded in owning

People needed to build a successful campaign

➡ Inventors / makers ➡ Photographers / videomakers ➡ Copywriters / storytellers ➡ Marketing people / advertisers / digital skilled

Transparency+

Verifiability+

Active participation

“People like to fund dreams, not just products”

What are the elements that can determine the success of a crowdfunding campaign?

✓ able to get media attention ✓ great product that capture people’s imagination ✓ compelling story that can be engaging and “shareable” ✓ offer an opportunity to be part of something rather than

just “ask for money”

- Abdallah Absi, Founder of Zoomaal

LEVEL UPCROWDFUNDING MODELS

co-creation & revenue-sharing

1. The same coworkers are the potential customers and users of the product they contributed to create.

2. People are socially incentivized to take part, also economically, when they’ll earn their percentage of what is raised.

Case Assembly

Case Assembly

Case Quirky

Case Quirky

Product lifecycle with the crowd

IdeaPre-order

Validation Co-creation

Crowdfunding as the last phase of co-creation

• User-driven innovation (Analysis of user real needs)

• Co-creation of the product (Design, style, communication, price…)

• Product validation (User test and feedback)

• Direct sale of a co-created product (Production and selling)

Thank you :-)

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