the future of_online_co-creation_promise_felix_koch

What next? 5 predictions about the future of online co-creationFelix Koch, Consultancy Director, Promise Communities

July 2011

Five predictions about the future of online co-creation

How we keep up with these challenges

How you can future proof your community

In the future, online co-creation will be more...

- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID

In the future, online co-creation will be moreMOBILE

2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E

40

160

120

80

Source: Morgan Stanley Research, North America Shipments of Smartphones vs. Feature Phones, 2005-2013E

NA

Un

it S

hip

men

ts (M

M)

Smartphones

Feature Phones

... because smartphone shipments haveoutnumbered those of ‘dumb phones’ (US)

!

2005 2006 2007 2008 2009

100

600

500

400

300

200

Source: Morgan Stanley Research, Global Unit Shipments of Desktop PCs & Notebook PCs vs. Smartphones, 2005-2013E

Glo

bal

Un

it S

hip

men

ts (

MM

)

2010E 2011E 2012E 2013E

Smartphones

Desktops & Notebooks

... because smartphones are even outpacingdesktop + notebook shipments next year

!

Source: Cisco Visual Networking Index 2010-2015

From online co-creation to mobile co-creation

In the future, online co-creation will be moreENGAGING

Look at our community!

... because the fight for people’s attention andtime will intensify: how can we compete?

Co-creation?

... because due to its popularity, co-creationfatigue might become a real threat

Competitions

New tools will be launched to keep online co-creation fresh and consumers engaged

Whiteboards

Visualisation

Video Live-Chat

Ethnography

In the future, online co-creation will be moreREWARDING

...because future co-creators will be digitallyliterate and aware of the value they are adding

Co-creation is a great money-spinning concept because you can pay 300 people a few quid for coming up with ideas, developing them and showing which ones they like. The company gets good ideas cheaply that they can then implement without as much costly R&D...

Source: Quote from community member on the Promise ‘Brand Together Community’, Research, 2011

...because prosumers will question traditionalincentive models and ask for royalties

“The Huffington Post’s bloggers have essentially been turned into modern-day slaves on Arianna Huffington’s plantation.”

Source: BBC, http://www.bbc.co.uk/news/business-12379623

Example for IP challenges: contributors suing the Huffington Post after $315m sale to AOL

Future incentives and rewards schemes willhave to value people’s contributions more

In the future, online co-creation will be morePLAYFUL

... because social games boom – and appeal toeveryone, not just the typical gaming community

Source: The NPD Group, Social Network Gaming Study 2010

50% of Facebook

log-ins are purely to play games

... because gamification gains traction in areas suchas marketing, research and online communities

Nike+ as an example of gamification: from merejogging to competitive, social fitness

By 2015, more than 50% of organisations that manage innovation processes will gamify those processes.

Source: Gartner, http://www.gartner.com/it/page.jsp?id=1629214

Points Leaderboards LevelsTeams

Online co-creation will be gamified and see theintroduction of a range of new game mechanics

In the future, online co-creation will be moreHYBRID

... because as the knowledge around co-creationincreases, on- & offline forms are better understood

Source: Promise, based on Google Scholar data. Retrieved using the search term ‘co-creation’ and sorted by year

... because we see on- and offline forms ofcommunication converge: Facebook video

In the future, hybrid co-creation programs willbe launched to combine the best of both worlds

offline

online

In the future, online co-creation will be more...

- MOBILE- ENGAGING- REWARDING- PLAYFUL- HYBRID

Five predictions about the future of online co-creation

How we keep up with these challenges

How you can future proof your community

But how does the Promise R&D lab cope withthese challenges?!? Mainly, by doing 4 things...

1. We develop our own web & mobile platformsin-house

2. We conduct research on co-creation: weinvited 300 co-creators to develop our platform

70% 63%97%of community members believe that they can share their honest views & opinions

of community members feel that the Community allows them to be more creative

of community members believe that their contributions have a significant impact

Source: Research undertaken on the Brand Together Community, n=210

3. We create new methods and IP on our awaydays (we call them PromConference)

4. And we experiment, experiment, experiment...

I’ve learnt so much from

my mistakes,

I think I’ll make another.

Generate Apply & ImproveFilter

Tech development

Co-creation Research

PromConference

Experiment

How we fill our innovation pipeline:

Five predictions about the future of online co-creation

How we keep up with these challenges

How you can future proof your community

5 steps to future proof your community

• Be mobile: Use a simple and user-friendly interface that community members can access on their smart phones & tablets.

• Be engaging: Make sure that the community platform keeps consumers engaged by adding new functionalities and tools that allow community members to express their ideas and creativity.

• Be rewarding: Ensure to partner with someone whose incentives and engagement strategy caters for the most demanding co-creation projects.

• Be hybrid: Choose a partner who is experienced in handling both spaces to maximise the impact and benefit of co-creation.

• Be experimental: most importantly, choose a consultancy partner rather than a supplier, who can work with you to keep improving the community.

Sources and image credits

SOURCES

Morgan Stanley Research, North America Shipments of Smartphones vs.

Feature Phones, 2005-2013E

Morgan Stanley Research, Global Unit Shipments of Desktop PCs &

Notebook PCs vs. Smartphones, 2005-2013E

Cisco Visual Networking Index 2010-2015

Promise, Quote from community member on the Promise ‘Brand

Together Community’, Research, 2011

BBC, http://www.bbc.co.uk/news/business-12379623

The NPD Group, Social Network Gaming Study 2010

Deck, “Promises and pitfalls of gameful design”, Sebastian Deterding,

web directions @media, London, May 27, 2011

Gartner, http://www.gartner.com/it/page.jsp?id=1629214

Promise, based on Google Scholar data. Retrieved using the search term

‘co-creation’ and sorted by year

Promise, Research undertaken on the Brand Together Community, n=210

IMAGE CREDITS

http://www.finzionimagazine.it/wp-content/uploads/2011/05/utopia2-570x300.jpg

http://www.richardbagguley.com/informationpaintings.html

http://glimmersite.com/wp-content/uploads/2009/12/OLPC_1.jpg

http://www.nationalgeographic.com.tr/ngm/0804/images/mercek/mercek.2.6.jpg

http://www.alannascott.com/portfolio/look-at-me.php

http://intelbook.files.wordpress.com/2011/01/bored_students.jpg

http://virtualhelpsquad.com/wp-content/uploads/2010/04/copy-of-toolbox5.jpeg

http://3.bp.blogspot.com/_5yBiq5TNqP0/TIwlQD8wfLI/AAAAAAAAAlk/9kz4un2RKsM/

s1600/CarrotStick.png http://4.bp.blogspot.com/_74WAVbHMQ2I/TLWrD-

_BIcI/AAAAAAAABhI/FK8KikMGXwE/s1600/douche1.jpg

http://www.buffalobeast.com/106/images/tasini.jpg

http://whygamify.files.wordpress.com/2011/04/virtual-play2.jpg

http://s1.t.itc.cn/mblog/pic/201106_27_11/13091460001583.jpg Deck, “Promises and

pitfalls of gameful design”, Sebastian Deterding, web directions @media, London,

May 27, 2011 http://blog.games.com/2011/04/14/gartner-gamification-gamify-50-

percent-companies/ http://iphonecruncher.com/wp-content/plugins/rss-

poster/cache/07046_facebook-video-chat110706174354.jpg

http://2.bp.blogspot.com/_KLfaqHv6TXk/TAqENipPbfI/AAAAAAAAAoA/rhOp--

Vh0QQ/s1600/dna%2520synthesis.jpg http://trafficexchangeproject.com/wp-

content/uploads/2011/05/johnny_automatic_funnel.jpg

Thank you!

Felix Koch |

Consultancy Director, Promise Communities

fkoch@promisecorp.com

Promise

75 Wells Street

London W1T 3QH

telephone: +44 (0) 207 290 0290

fax: +44 (0) 207 290 0280

web: www.promisecorp.com