Co-creation; skill in management and moderation
This is a copy of a discussion from the LinkedIn group Strategic Planning Professionals.
The question raised by Richard Watkinson
Creative Brand Planning Director – Insight & Innovation at project x global:
Co-creation in the hands of moderators or the inexperienced just ends up like focus groups – since when has your researcher been creative? Comments that are executional must be ignored from the consumer – instead go down paths that are interesting for the brand – so that new doors are opened. Develop touch points for future consumer engagement can be developed in real Co Creation for your brand. Who does Co Creation really good?
The fundamental: Co-creation is best developed and managed by people who have a passion for the subject and creation space they are responsible for. In effect, professional fans of a genre.
Imagine a soccer social network and fantasy league managed by people who don’t love soccer? Or a wiki on legal cases managed by someone who is disinterested in the law or making information easily cross-referable?
A good moderator is one that loves what they moderate. As well as someone who possesses the skills to do the job.
Who works well in the co-creation space?
At the creative end (requiring technical skill from co-creators): Linden Lab.
At the social engagement and participation end – Coca-Cola.
At the library end – Wikipedia
Sapient Nitro, Digital Outlook, Carlson and Razorfish are agencies that have some excellent case studies.
Co-creation allows consumers to be more in control and more creative. It allows them to participate, be sociable, and be entertained in a space your brand provides. Over time this leads to a positive shift in perception about the brand involved. Sometimes the activity also directly builds commercial value.
But the brand owner has to be willing to let co-creators have control, far more control than they will feel comfortable with. Otherwise the consumers end-up as little more than lab rats; rather than empowered, creative and expressive individuals that go on to link with, recommend and further endorse the brand.
Co-creation is more subtle and complex than advertising or direct marketing. It feels alien to anyone who believes a brand’s relationship or dialogue with consumers is most relevant when they ask ‘would you like to buy this now?’ and expects to be able to measure sales immediately.
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Tags: Co-creation, Moderation, Richard Watkinson