Co-Creation is not crowd-sourcing, or vice versa. But together, they can be a great tool to create something powerful. Francesco D'Orazio (@abc3d) presentation at Open Hardware Conference, Dec 4 London at NESTA HQ

1. @abc3d
#openhw
a hybrid model for
open innovation
francesco d’orazio, face, open hardware conference, london, dec4 2009

2. who we are
is a mix of researchers, planners, brand strategists
and social media experts based in London
we are part of the international research network

3. what we do
we use co-creativity to enable brands to interact directly with
consumers on and offline in real time in the UK and
internationally to deliver a range of insight, innovation and
communication objectives

4. validation/testing trend spotting
Idea generation brand insight
observation/immersion
activation brand positioning
new product development
trends community social media strategy
idea generation community insight community
co-creation community

5. co-creation communities

6. who is using co-creation
Global
UK
Indonesia
Russia
UK
Global South Africa, China &
Philippines
UK
China, Brazil, UK, Argentina, Asia,
France & UK America & Germany
UK
France,
Germany UK
& Holland
UK UK

8. but is it really
all about
bottom-up and
crowd engagement?

9. some reactions...
“only works with a simple and well-defined brand”
“I don’t want 1000 ideas, I want one really good one”
“you won’t get a collaborative process”
“you need to have arguments”
“crowd-sourcing doesn’t lend itself to the big idea”
“no access to strategy or insight”
“all you get is a bunch of one-off ads”

10. let’s take a step
back

12. what you get
+bottom-up richness
+global crowd
+diversified crowd
+wider range of talent
+cost-effective
+lots of ideas
+rich insight
+consumer-brand relationship
+peer-rating
+buzz

13. what’s missing
-it’s many-to-one
-not very targeted
-it’s bottom-up but still vertical
-access to insight and strategy (confidentiality)
-collaboration
-editing, building on, refining
-funneling process
-face-to-face
-strategic thinking

14. bottom up
is not enough
“the bottom-up mind
will take us much further,
but will never take us to the end goal”
(kevin kelly)
Crowd-sourcing needs to be
part of a bigger process

15. let’s take a look
at another approach

16. co-creation
Is the act of company stakeholders
collaborating directly with selected (usually
smaller) groups of consumers to work on a
specific brief.
Is about leveraging consumers’ creativity
without preempting the results of the process
Can take place on-line in communities or/and
offline in workshops

17. what you get
+few-to-few-to-one
+more targeted
+bottom-up and top-down
+collaboration, editing, building on
+refinement and funneling
+online & face-to-face
+access to insight and strategy (confidentiality)
+strategic thinking
+faster process
+immersive
+robust and tailored concepts

18. what’s missing
[compared to crowdsourcing]
-smaller crowd
-local
-less diversification
-fewer ideas
-more expensive than crowd-sourcing

19. the case for a hybrid model
bottom-up + top-down
crowds + individuals
group thinking + individual thinking

20. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen design prototype evaluate
download
workshop

21. bottom-up
consumer crowd-sourcing co-creation
immersion
listen design prototype evaluate
download
workshop
top down

22. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen design prototype evaluate
download
workshop No longer
iterations a linear process
but a loop

23. why it works
The CO-
in Co-Creation
Consumers
Brand Stakeholder
Experts
Researchers
Planners

24. the core needs of a
collaborative process
+ diversity
+ relevance
+ speed

25. it’s all about
crowdsourcing
opening
up
and
narrowing
co-creation down

26. ...and facilitating two
types of actions
create
decide

27. ...through four
mechanics
collection
collaboration
individual decision
group decision

28. it doesn’t happen
spontaneously,
magically,
automatically,
naturally...

29. and it’s a thin line
between
empowermentand
exploitation

30. why do people do it?
money
love building in game
mechanics is key
glory
Collecting
Points
Feedback
Exchanges
fun
Customization

32. Thanks!
@ab3d - #openhw
francesco@facegroup.co.uk