Takeaways from the PDMA’s Conference on Social Product Development and Co-Creation
Download as PPTX, PDF3 likes2,033 views
The PDMA conference on social product development and co-creation highlighted the importance of engaging stakeholders in creating mutual value, with discussions led by various industry pioneers. Key themes included the need for structured engagement, the evolution of co-creation platforms, and the intrinsic motivators for community participation. The event emphasized a shift from traditional business practices to more collaborative, community-based approaches, mirroring trends seen in e-business transformations.
Takeaways from the PDMA’s Conference on Social Product Development and Co-Creation
- 1. Event Overview (#CoCreatePDMA)The PDMA’s Conference on Social Product Development and Co-Creation brought together an unprecedented group of leading thinkers, makers and doers. This document provides a synthesis of the major themes and takeaways by conference chair, Mark Deck, leader of PRTM’s Enterprise Co-Creation PracticeTook place June 27-28, 2011 in Phoenix, Arizona
- 2. Developed in partnership with co-creation pioneer Local Motors with day one being hosted at their facility
- 3. Included keynote addresses by:
- 4. Chris Anderson, Wired Magazine
- 6. Jeremy Brown, Sense Worldwide
- 7. Toby Daniels, Crowdcentric and ThinkSocial.org Dale Dougherty, MAKE Magazine
- 10. KarimLakhani, and Michael Norton, HBS
- 13. Steve Paljieg, Kimberly Clark Huggies
- 15. MadsPurup, LEGO
- 16. VenkatRamaswamy, Author of The Power of Co-Creation
- 18. Jay Rogers, Local Motors
- 19. Roy Rosin, Intuit Labs
- 20. Evan Ritter, Crispin Porter + Bogusky
- 22. David ten Have, Ponoko
- 24. John Winsor, Victors & SpoilsWhat Have We Learned? What Were Your Blinding Flashes of the Obvious? (BFOs)What is co-creation? The common theme was engaging communities of stakeholders to create new mutual valueEngaging customers and communities to innovate and grow together – PDMABuilding it together with stakeholders through engagement platforms that mutually expand value based on human experiences – Venkat RamaswamyMaking cool stuff with friends; Make Great Together – Jake Nickell, ThreadlessWhat then is the secret sauce of engagement and community and value? Participating co-creation pioneers provided insights grouped into three underlying themes:Engagement strategy and structureEngagement platforms and toolsCommunity building
- 25. What Have We Learned About Drivers of Success in Social Product Development and Co-Creation?
- 26. Creating Structure, Focus, and Purpose for Engagement (part 1)Creativity comes from limits, not freedom. When you have a structure, you can improvise off it. (Innocentive: Jon Stewart NPR, October 4, 2010)
- 27. Constrain options, avoid the “ultimate blank page” (Ponoko)
- 28. Boundary objects are crucial in product development by enabling constructive argument, e.g. clay models, use cases (Innocentive)Well formed challenges are uniquely effective as boundary objects, should be information rich but abstract, actionable, and sponsoredChallenges that ask “What should we do?” fuel strategyChallenges that ask “How can we do it?” focus and drive workPrepare, be specific (even if specifically vague), set deadlines, score and provide feedback - provide the right amount of structure and guidelines (Mesh01, on competitions)
- 29. Purpose of engagement can be social good, shared problems of consumers and enterprises (Think Social)Creating Structure, Focus, and Purpose for Engagement (part 2)Clear, guiding target and brand values and charter(KC Huggies)Functional promise, emotional promise, brand promiseA complementary innovation sourceLaunching a new product every Tuesday and Thursday (Quirky)
- 30. Set conditions: transformational or tactical? Align the expectations of your stakeholders (Sense)
- 31. Big vision sprouts wings (Microsoft)Taking an Organic Approach to Evolution and Growth of Engagement Platforms and Community NetworksEvolution of co-creation at Lego:Lego developed => co-developed => user developed => user developed and published =>user enterpriseLink distribution channel stakeholders to design community stakeholders providing end to end transparency (Quirky)
- 32. Evolution of Beta-cup community – though initial attempt failed, the very act of reaching out to the broader community sparked action (Think Social)
- 33. Don’t ignore the last hurdle, keep in mind 1) Ideation vs Execution, 2) Goals vs Process, 3) Commitment & Resolve, 4) Agile & Iterative (Think Social)
- 34. Evolution elements at HallmarkListening: conversations, watching for small buzz (likes, comments, suggestions)Learning: metrics for submissions, social media effectiveness, build on retail successes, document and share learningGrowing: targeted contests, expansion to Shoebox and other formats KC Huggies evolution from US to AustraliaBuilding Live and Virtual Engagement PlatformsEngagement Platforms: Evolvable environments of artifacts, interfaces, people and processes purposefully designed to engage individuals in value generating interactions (Venkat Ramaswamy)Dialog, Access, Reflexivity, Transparency (DART) are the building blocksA place for individuals to excel at doing what they love: intuitive, engaging, functional, open forum, transparent (Mesh01)
- 35. Our goal is to facilitate the exchange of ideas among a loosely connected international community united through common interests and inspired by innovation and creative thought (Chris Anderson, UAVForge.net example)
- 36. Must allow long term sustainability of interaction (Ponoko)
- 37. Makers form local clubs, e.g. Hackerspaces, a shared physical space, a social environment based on shared ideas and values (Dale Dougherty)
- 38. Live and virtual engagement at KC Huggies through “Moms in Business Unite” conferences and online support group)
- 39. Events drive urgency (Intuit)Providing Tools, Tips, and Knowledgeto Help Stakeholders PlayMake co-creation tools like toys, LEGO has always been a toolbox for user creativity and innovation (LEGO)
- 40. Catalog of digital product designs, catalog of materials, digital manufacturing hardware, global network of buyers (Ponoko Platform)
- 41. Play is how we personalize technology (Dale Dougherty)
- 42. Design tools are a part of the engagement platform (Makerbot)
- 43. Providing funds (grants), knowledge (basic small business info and mentoring with KC employees), and community (support group and conferences) to entrepreneurial moms (KC Huggies)Managing Community Composition and Curating Engagement (part 1)Diversity trumps homogeneity in innovative problem solving (Innocentive)
- 44. Given enough eyeballs, all bugs are shallow (Lakahini: Eric S. Raymond, Linus’ Law)Given enough co-creators, almost every problem will be characterized quickly and the fix will be obvious to someoneCompetitors naturally gravitate to areas in which they can excel (Mesh01)
- 45. Treat your community like you own employees (Mesh01)Ask yourself what you can give back (feedback, mentorship, etc.)Give members a sense of community, the ability to connect with others, connect with brands, be heardPut experts with the community, when someone’s idea doesn’t make it, provide lots of feedback and transparency into the decision (videos of down select session) (Quirky)
- 46. Make people, artists, and designers feel like they are working together; little ideas grow when shared and worked together (Threadless)
- 47. Focus on how you drive value to the community, not on how it drives value to you. (Threadless)Managing Community Composition and Curating Engagement (part 2)Community members respect others that are contributing – help them see all the contributors, no matter how small (Michael Norton)If you feel it was hard to come up with an idea, it will be even harder to back out on your commitment or take feedback from someone that did not work on itQualify your crowd through core leadership, an advisory group, influencers, and community (Think Social)
- 48. Curation behind the scenes – run by a small passionate group doing blogger outreach, phone calls, tweets, daily Facebook interactions, email campaigns, press releases (Hallmark)
- 49. Not all consumers community participants are created equal (eYeka)1 % Creative – use to ideate9% Enthusiasts – use to consolidate90% Spectators – use to validatePromise next steps, people expect nothing will happen (Intuit)
- 50. Wider context creates deeper expertise (Sense)
- 51. Renew, combine each other’s resources and capabilities (Microsoft)Motivating Individuals and Communities (part 1) Self selection is a more powerful motivator than incentives (Lakahani)Competitions help most for volume and diversity of substitute ideas, while collaborations help most for cumulative knowledge building (Lakahani)Open source teams incentives (Chris Anderson):Making what you want (but default share)Being part of something awesomeRespect of othersOpportunity to work with rock starsMaybe employment/economic opportunityProvide value for all who participate, benefits must be mutual (Mesh01)Make competitions meaningful: educational, progressive, potential earning opportunitiesLet them know you value their time and effortProvide a forum for them to tell you how you can provide value and be sure to listenHelp them realize their true potentialProvide/distribute rewards based on how real interactions happen, like going to lunch (Quirky influence model)Motivating Individuals and Communities (part 2) Determinants of value to individuals (Michael Norton)Opportunity to become an instant expertFulfillment through some combination of making and/or imagining (labor leads to love)Engagement in some aspect of problem solving and/or implementationIntrinsic elements of all phases of any value streamChallenging but not too difficultMust be my creation (ownership through engagement, group ownership with group engagement)It’s more meaningful to give $50 to spend on others than themselves because they are doing something with it (Michael Norton)
- 52. Incentives for participants: Financial, Recognition, Relationships, and Education (Think Social)
- 53. Need for Social Currency to reward/compensate, operate (e.g. gaming), validate, and manage (see bitcoin) (AMEX)
- 54. Participants are motivated differently relative to rewards – earners, gamers, savers, and dabblers (AMEX)
- 55. Star Power: Beyond a $250 reward, cardback bios for physical cards in stores, on line winners and galleries, local store events to celebrate starsCultivating Engagement Experience and ClimateFocus on engagement that is meaningful, creative, inclusive, and transformative (Venkat Ramaswamy)
- 56. Relevance and authenticity is criticalFocus on real people, real needs (Ponoko)Show us your Pizza (Domino’s)Making ideas tangible makes them matter, makes you relevant (Threadless)Ideas matter. And we make them matter by making them tangible. Inside every one of our products, you’ll find an artist’s name. They made something, and that mattersEnable immediate engagement – allow importance of need to exceed effort to express it (Ponoko)
- 57. Honesty and transparency drives involvement, energy and passion (Quirky)Clear intuitive metrics and trackingChampion each other’s success , TOGETHER (Threadless)
- 58. Authenticity – emphasis on YOU, enterprise expertise takes a back seat, using a casual, upbeat voice (Hallmark)What Else Did We Learn? (BFOs*)It’s an evolving concept that goes by many names – co-development, open innovation, crowdsourcing, social business, etc.
- 59. You can co-create more than just new products and servicesNew businessesNew business modelsGlobal social problemsCo-creation can be disruptiveAt V&S, 12 people are doing the work of 80, disrupting the ad business A collaborative “Operating System” can be the ultimate business weapon, (John Winsor)Work becomes more efficientMeritocracy replaces subjectivityMore people can opt in and participateMore efficient use of capital Curation is still criticalYou can’t ignore itIf you don’t open up, others will do it for you, e.g. Coke’s facebook page (John Winsor)Like eBusiness a decade ago driving shift from bricks and mortar to clicks and bricks, co-creation driving shift from people and process to communities and engagement(* BFO = Blinding Flash of the Obvious)
- 60. In ClosingMark DeckDirectorM + 1.781.718.6815@M_J_Deck@[email protected] Fourth AvenueWaltham, MA 02451USAwww.prtm.comPerhaps the biggest BFO was that in much the same way as eBusiness a decade ago drove the shift from bricks and mortar to clicks and bricks, co-creation is driving a business practices shift from people and process to communities and engagement. This appears to be a trend that will affect us all, including the PDMA.