Why to be a successful business you must be a collaborative one

Need Some Help?Let the crowd shape you.Make you a better fit.The Co-Creation Consultancy

• We are• What’s changed

We are..• We are a crowd of researchers, planners, brand

strategists, web developers and social media specialists.

• We use methods of co-creation to bring about insight, innovation and action for organisations.

• We make your products, services and communications a better fit for the intended consumer – helping deliver a better business

• We are.• What’s changed

People have always been activists

With opinions

With

BUT!

Then: Locally

Now: Globally Connected

They are in control.Friend or Foe.

TV Ads may entertain but do they convince

Age of innocence lost

Age of Ad Innocence is lost.. Forever

Campaign Micro-SitesBanners & AdsSpace Junkto navigate around

Pull not push

Th

e U

ser

is t

he

Des

tin

atio

n

Feed Me!

Getting what I wantWhen I wantWhere I wantHow I wantResult:Media Fragmentation.

Culture of Niche

PersonalisationDiversificationFragmentationThe only reach is Long-tail

And now free from the desktop

The Collective Mind. Hive Mentality. Always On. Always Working. Crafting and Shaping.

So Everything is Betaand Beta is inviting

So invite your greatest assetPEOPLE both

Inside

& Out

Inside

to Co-Create

NB: Applied to typical Product & Service Supply Chain

Impact to Business• Cheaper, quicker routes to

market• Greater operational

efficiencies• Direct and unmediated

relations with consumers• Resulting decreased

dependencies on 3rd party mediators (agencies & media owners)

• Less message more action driven

Impact to Market Research• Answers without questions• Global real-time data• Contextual social profiling• Massive reduction in cost• Real scale for Qual research

Answers

More Answers

Impact on Communications• Less broadcast & eyeballs• More conversational• No spin rather open transparency• Requires engagement• Requires P2P transmission• Greater ROI and conversions

This does not mean you give everything over to the mob.No you do still have a role.Create something inviting. Curate their ideas

• We are.• What’s changed.• Our Method

Attracts more users more

ideas, potential new

customers

Private, Safer, faster; greater

control

OPEN

CLOSED

90:10 Co-Creation Process

Selection

Crowd Recruitment:• Open, shows Brand Affinity• Responsive, shows Mindset• Voted, shows Relevancy

An ‘Influential’ to 90:10 is

• Connected• Representative• Constructive• Respected• Quoted

OUTCOME: A product, service or idea customers care about, enjoy and advocate

Conversations >

Listen & Engage

Stimulate & Validate

Surface & Filter

Refine & Improve

Select &

Deliver

< Ideas

Solutions >

1 2

3

4

5

Listening tech discoverspeople who care about your products. Most active/influential engaged and invited into bespoke communities Open

Community platform engages consumers, brand experts and stakeholders to stimulate idea generation Responsive

The collected crowd (consumers, brand experts, stakeholders) vote for favoured disruptive ideas and innovations. Process also surfaces most-trusted/influential peers to invite into next steps Voted

Emerging ideas and people are brought together with stakeholders to challenge ideas with production realities. Resulting Ideas sense-checked with community.

Internal/external team pitches community-approved idea to key stakeholders for final selection

So what are you waiting for?Contact: Jamie Burke CEO 90:10 Groupor David Cushman Head of Innovation

jamie@ninety10group.comTwitter.com/jamie247

david@ninety10group.comTwitter.com/DavidCushman