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Archive for the ‘Co Creation’ Category

googleGoogle have just launched another interesting application called SideWiki. It’s interesting because it allows any visitor to a website to make comment on that site. Comments will then show up to other visitors in a sidebar. The comments themselves will be ranked by the authority of the writer – comments from readers, previous entries.

This is going to provide an excellent platform for campaigning groups. If a corporate or brand is doing something that you think they shouldn’t, what better way of telling the world than next to their very own website. It could also spark a new industry – SideWiki campaigner. Build your authority up on SideWiki and sell your services to those who pay the highest price!

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Another fantastic presentation from Paul Marsden. This one focuses on the power of co-creation and gives a real insight into the number of brands and organisations now adopting this highly effective technique.

Search the categories section of this Blog for other examples

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Reckitt Benkiser is looking to drive global awareness of it’s corporate brand via a Britains got talent style co-creation activity according to Brand Republic. They are asking consumers to think up ideas for products that could be used at a music festival. To enter you need to video your idea and upload it onto YouTube.

It’s an interesting idea. Co-creation is proven to work (the Hawthorne effect), but it normally relies on the participants believing that they are building something in partnership with the company. In this case Reckitts haven’t committed to actually making the product, so it could be perceived as little more than a publicity stunt. Not a bad idea therefore, but one that could be made so much more powerful.

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Here’s an interesting example of using the wisdom of the crowd. Galaxy Zoo has been set up by a group of Astronomers to help classify the universe according to star shape. Their own studies have shown that the “crowds” classification skill is as accurate as their “experts”. With the crowd however you obviously have a much greater capacity leading, the Astronomers hope, to greater discoveries. How many brand managers are willing to adopt the same approach I wonder?

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Contagious magazine talk about Adidas’s latest co-creation venture this month. Using nanotechnology they etched the names of fans and messages of support onto a thread. This was then woven into the jersey of All Blacks captain Richie McCaw with the mantra..this is not a jersey, it’s a legacy. It”s a great example of an involvement or co-creation strategy. Just think how much more attention was being played to the players shirt before, during and after the match.

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I’ve just spent two fabulous weeks in the hills of the Sierra De Las Nieves in Spain, sunning myself and meeting a wide range of interesting people, including a guy named Bill. Bill and his wife moved to Spain two years ago, spending their life’s savings on a few acres of scrub land and a wooden shack. Today they are the proud owners of the same. Speak to Bill about the wonderful views, the 40 degree temperatures, the lack of traffic and pollution and he tells you about the sweltering heat, the need for rain and the lack of facilities. Bill it seems came to Spain on a whim, buying a property with no running water or electricity and wants to return to England…soon!
Luckily our Villa came fully equipped, with swimming pool, multiple toilets, air conditioning, fully stocked wine cellar and the essential Visitors Book, where previous guests had kindly rated all the local restaurants and attractions so we didn’t put a foot wrong. I love the concept of Visitor Books and have often wondered why more brands don’t adopt this simple concept to help potential buyers. Increasingly we see star ratings being used on internet sites, but why not take this concept further. Why not incentivise a buyer of a new BMW to write a diary on their first few weeks with their new purchase, telling us how the car performs on the head turning stakes. Or what about the diary of Camelot Lottery winners … keeping the dream alive for all of us who are losing “the faith” and a must read for every charity fundraiser!
When making a buying decision we all know that somewhere in the world somebody is just ahead of us. Everybody would benefit from a greater sharing of experiences, just as Bill would have benefited from reading the Visitor Book to Spain!

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Please click here and tell me how I can improve this blog

Amazing … a free application that allows you to create your own Dell Ideastorm.

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