1 / 21

Digital Marketing Live Workshop - Co-creation

Slideshow about Digital Marketing Live Workshop - Co-creation by Tom De Ruyck

TomDeRuyck
Download Presentation

Digital Marketing Live Workshop - Co-creation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Collaborating with consumers Case: Heineken Open Design Explorations Tom De Ruyck Head of Research Communities, InSites Consulting Anouk Willems Senior Research Innovator, InSites Consulting @Tomderuyck @AnoukW1

  2. Nice to meet you #MROC | Head of Research Communities @Tomderuyck: België | Design & architectuur | Wijn | Twitter| No Status Quo| @AnoukW1: Utrecht | Wielrennen | Italie | Marketing| co-creatie | Entrepreneurship | #MROC | Senior Research Innovator

  3. Fact sheet  Spin-off of top-ranked business school  15 years of experience and know-how  Pioneer and innovator in online methods  Covering any marketing domain  Fully independent  Ghent, Rotterdam, London, Timisoara, New York  125 passionate employees  Proprietary research panel in +25 countries  Most awarded agency by ESOMAR Who we are

  4. COL LAB ORA TION Collaborating with consumers CASE. How Heineken collaborated with designers, consumers and researchers.

  5. Co-creation Designers & Research?!

  6. Inspired by trendy clubgoers

  7. A matching way of reporting

  8. ... for maximal impact

  9. IF YOU WANT TO EXPERIENCE IT, COME AND VISIT US AT THE SALONE DESIGN FAIR IN MILANO APRIL17-22TH OF APRIL 2012

  10. COL LAB ORA TIO N Collaborating with consumers – part 2 WORKSHOP. What does structural collaboration mean for company and consumer?

  11. Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Research objective & approach Meet the UK mums Moments & Needs: A week in the life of a UK mum Opportunities Company (impact on the company) ? ? Opportunities (Drivers, advantages.) Challenges (fears, barriers, disadvantages) ? ? Consumer (impact on consumers) Collaborating with consumers

  12. Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Research objective & approach Meet the UK mums Moments & Needs: A week in the life of a UK mum Opportunities Company (impact on the company) Resistance for new initiatives Positive WOM Kill own ideas Cost-efficient Are we open-minded? Brand positive efforts Loads of unstructured info Consumer relevant ideas Unsure results Opportunities (Drivers, advantages.) Challenges (fears, barriers, disadvantages) Fun Heavy workload Helping others No ‘salary’ for ideas Good ideas, not executed Recognition from the company Skill development Information seeking Personal need Other ways to get famous with my ideas Consumer (impact on consumers) Collaborating with consumers

  13. Collaboration and co-creation are trends; in 3 years, these will blow over. Collaborating with consumers

  14. Collaboration is more important for the company than for the consumer Collaborating with consumers

  15. Collaboration is not about the outcome. The process is more valuable. Collaborating with consumers

  16. Collaboration: the round up 2. Involve consumers for inspiration & consumer relevance. The final creation is still up to professionals 3. Co-creation is not about a finished product, it’s learning from one another & it’s about the need behind an idea. If you play it well there are external leverage effects (PR & Marketing) 1. Co-creation can be done with different groups of people (e.g. amateurs vs. designers)

  17. Let’s Connect! Connecting on LinkedIn We believe in sharing knowledge with all of our stakeholders. Connecting on Facebook Become friends with us, visit our blogs, download our papers and presentations, order our books… Free content on Slideshare InSites Consulting blog The Conversation Manager blog How cool brands stay hot blog

More Related