Social Media Case study: Vitamin Water's newest flavour created by Facebook fans. Www.thecreativitymarket.com/upload/pdf/prix-co-creation.pdf. Www.accenture.com/SiteCollectionDocuments/PDF/cocreation2.pdf. The crucial importance of feedback in online co-creation. We found four types of motivation for participating in online co-creation projects, and feedback is crucial to keep them fun and fulfilling When we talk about the 4F’s of online co-creation (Fun, Fulfillment, Fame and Fortune), we know what we’re talking about. We found that members of eYeka’s community of creatives was motivated by a variety of things, one of them being Fulfillment. We tend to underestimate peoples’ willingness to be creative, but to sustain it, it is crucial to provide people with feedback about their creative work. This is not always easy, especially when brands ask for confidentiality… but it’s possible. Confidentiality is a major issue when it comes to open innovation, crowdsourcing and co-creation initiatives.
Dear Community,We [...] wanted to thank you all across the world for the amazing contribution to our Mini-Oreo project !! Oreo wanted to gather fresh ideas to review the positioning of it’s “mini” version, the Mini Oreo cookies. Fantastic Four motivations for co-creation. Co-creation is a way to integrate real consumers in the development of companies’ new offers.
Hence, these companies benefit from crucial input coming up from the market, as long as they’re able to organize and leverage communities of co-creators. Last year, Doug Williams from Forrester Research issued a report that revealed a stunning 61% of US adults being willing co-creators ! Williams highlights the opportunity that this represents for consumer product strategy (CPS) professionals, and promises to publish case studies of social co-creation in a near future. But what about the co-creators ? What drives their engagament in co-creation efforts ? We identify 4 different motivations: the 4 F’s. Screenshot from www.nike.com/... It has been proven that mass customization is beneficial for consumers as soon as product configuration is easy and the customized product fits the needs of the customer better. Fun : The fun-factor is crucial to the success of a co-creation campaign ! Consumers Are Willing Co-Creators: More On The Intersection Of Social Media And Consumer Product Strategy.
In a prior post, I told you that 83% of companies use social media, but fewer than half of those have product teams that are currently using social media to influence product design, creation, or strategy. In that report, I also divulge that 72% of consumer product strategy (CPS) professionals claim that social media will enhance their existing capabilities of using customer input to shape product strategy. I've also posted about how social co-creation is an important opportunity for consumer product strategy (CPS) professionals -- and it's something that some, but not all, of those companies who are active with social media use. For those CPS pros who are not actively engaging in social co-creation, a common question is, "Do consumers want to co-create? And will they want to co-create with me? " We asked US online adults those very questions, and in a word, the answer is YES. Stay tuned for more research on this topic. Pinterest / Home.
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