Outside in: How companies can harness the power of online co-creation Felix Koch – Consultancy Director Promise Communities

200 billion hours = time US adults spend watching TV each year

100 million hours =

time it took to create entire

Wikipedia

What could we do, if we could convert a bit of the time that is spent on the left-hand side into active, collaborative time?

Introduction to Promise & online co-creation

9 case studies from across the globe

Q&A

Insight Innovation Brand Strategy

today’s world

Pangaea: 200 m years ago

The old world! This is the old world!

Web-Pangaea: the new world!

Introduction to Promise & online co-creation

9 case studies from across the globe

Q&A

The Public The Public Employees

Experts Customers Customers

Customers Customers Customers

Galaxy Zoo – Oxford University

Challenge: How can we classify millions of newly photographed galaxies within a very low margin of error? Solution: Galaxy Zoo is a public website which invites members of the public to assist with the morphological classification of galaxies to help further science. Result: 80,000 volunteers have classified more than 10 million images of galaxies submitting over 34 million data-points. Multiple scientific papers published as a result.

Challenge: How can we give hope to the people of Christchurch after the earthquake? How can we build a better city together? Solution: The council of Christchurch started a participatory process - off- and online - that invited all citizens to submit ideas for a new central city plan. Result: Over 106,000 ideas were gathered and reviewed. The new central city plan brings together most of these and proposes a range of projects and tools to ensure that Christchurch becomes a vibrant city again.

Share an Idea - Christchurch

Challenge: How can we define a new, motivating & future-proof Mission, Vision, Values statement with the help of 3,000 senior executives? Solution: A private online collaboration community called Big Talk Online, enabling real-time, facilitated collaboration on Kraft’s new Mission. Result: A co-created mission statement developed & signed off in under four months that employees celebrated upon launch and that is widely accepted within the organisation.

BigTalkOnline - Kraft Foods

Connect and Develop - P&G

Challenge: There are more clever people outside P&G than inside: how can P&G tap into the creative talents of these innovators and keep the leading edge in FMCG? Solution: A website and remuneration model that connects P&G’s most urgent needs with solutions of scientists around the world. Result: The productivity of the R&D department increased by 60%. They doubled their success rate and today 35% of all new products P&G launches come from outside the company.

Challenge: How can we leverage our Facebook page & gather consumers’ ideas for new products & services? Solution: Domino’s Think Oven: a dedicated Facebook page that allows users to submit ideas for a specific product brief while also allowing everyone to suggest their own improvements for Domino’s Result: Think Oven has been launched in February 2012 and has already generated 3,500 distinct ideas for Domino’s. So far a new side dish has been launched and customer service has picked up on a frequent complaint.

Think Oven - Domino’s Pizza

Challenge: How to engage consumers around a crisps brand and drive brand warmth as well as preference? Solution: Dorito’s hosts a yearly online competition to attract consumer-created ideas for their 30m$ Super Bowl ad. Fans vote through FB, a microsite or their Xbox. In 2012 nearly half a million people cast their vote. Result: Dorito’s have aired user generated several times since 2007. The ‘Crash The Super Bowl’ commercials are extremely popular: in 2011 the ads come joint first and fourth in the 2011 USA Today Super Bowl Ad Meter.

Crash The Superbowl - Dorito’s

giffgaff - Telefonica

Challenge: How can you thrive in a highly competitive business by outsourcing your customer service, marketing and sales functions to your customers? Solution: giffgaff is a virtual mobile phone service running on the O2 network. In the giffgaff community customers earn credits for offering their help and advice. Result: giffgaff’s customer support community has over 100k users and 5.5 m page views per month. Over half of queries are answered by other customers & 95% are answered in less than an hour.

Bupa Think Tank - BHW

Challenge: How do you hard-wire the customers’ perspective into the organisation? Solution: The Bupa Think Tank is a closed, private online community of 400 Bupa customers and non-customers who are committed to helping Bupa become more consumer-centric. Result: Building a compelling positioning and naming the new 24/7 GP hotline Bupa Anytime HealthLine, support BHW comms and proposition development.

Challenge: How can you leverage your die-hart fans and turn them into spokespeople for your brand? Solution: Lego energised the existing LUGNET community of Adult Fans of Lego by given them special access to products and information and selecting the top 25 fans as official Lego Ambassadors. Result: Adult Fans of Lego account for 5% of overall sales and Forrester estimates a 200% ROI on the LUGNET initiative.

LUGNET - Lego

NAME LEGO USER GROUP GROUP REGION

Katherine Walcott MCLUG Alabama

Trevor Van Aalst SALug Alberta, Canada Franz Lindemann LGOe Austria

Ludo Soete BeLUG Belgium

Jean Pierre Manalo SydLUG Berowra, Australia Wagner Cavalli Rodrigues LUG Brasil Brazil

Borislav Mihaylov Lebgo Bulgaria

Mariann Asanuma Modeling Secrets California

Jude Beaudin ParLUGment Canada

William Ziccardi BrickArms Chicago, Il

Web-Pangaea: the new world!

Thank you!

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Felix Koch Email: fkoch@promisecorp.com Twitter: @felixdkoch