how to conceive and launch social co-creation projects

Consulting Services

How to Designa Social Media ProjectBy G Sankaranarayanan

22-23 June, 2012Chennai

Co-creation by ProjectsTwo EssentialCharacteristics of projects

Projects are "unique endeavors" by definition, and not a core, ever going project

Projects are “temporary endeavour” undertaken to create a unique product or service.

Projects have a start date, end date, and a specific goal

Campaigns Challenges: Crowd sourcing/Co-creation Community

Campaigns

Hero MotoCorp’s Billion Voices

Challenges

Two Types of Challenges

Crowd Sourcing

• New concepts• No components

Co-creation

• Configuration• Non-configurable

base

Two Types of Challenges

Co-creation Crowd sourcing

Example: Developer Challenge

Local-Motors, which provides chassis as a non-configurable base, and asks its community to build components on it

Example: Idea Contest

BMW’s Urban Mobility idea contest, which gives only some specs, but the community comes up with new ideas

Challenges – Crowd Sourcing

Challenges – Crowd Sourcing

Challenges – Co-creation

Co-creation UnthinkableNot everything can be co-created

Co-creation UnthinkableNot everything can be co-created

Co-creation UnthinkableNot everything can be co-created

Co-creation Candidate • Critical mass for collaboration

• IP risks• Business risks• Appeal for

participants/collaborators

Identify projects that are suitable for co-creation

Co-creation in Textile Industry

T-Shirt, a classic product

Shirt, a classic product

Jeans, a classic product

Communities

Community – Generation Benz

Community – Hyundai AfterMarket

Consulting Services

Identifying Project Hotspots

Project Hotspots

"100 percent recyclable cups by 2015“

Starbucks

Internal PriorityCase Example: Starbucks

External Priority

"Paper cup is number one environmental liability of our

customers"

Jim Hanna, Director, Environmental Impact, Starbucks

Project Hotspot for Starbucks

Starbucks’ Betacup Challenge

Facts and Figures

Type: Idea contestDuration: April-June, 2010Results: 430 ideas5000 comments1 crore impressions

Consulting Services

WorksheetIdentifying Project Hot Spots

Link to File

Contact sankar@younomy.com